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Engaging mobile
    experiences

    Matt Millar




2006 Adobe Systems Incorporated. All Rights Reserved.
The State of Mobile Experiences




Mobile devices have evolved from
merely functional tools.
They have become our constant
companions. We rely on them to stay
in touch, guide our activities, and
entertain us.




2006 Adobe Systems Incorporated. All Rights Reserved.
Facebook & MySpace




2006 Adobe Systems Incorporated. All Rights Reserved.
MySpace Flash Experience




2006 Adobe Systems Incorporated. All Rights Reserved.
Mobile Experiences today




                                                                                                                            Consumer
                    Content




                                                                                                         Consumer




                                                                                                                                                  Consumer
                                          Content
          Content




                                                                                                                         Consumer
                                                      Content
                                Content




                                                                                                   Consumer




                                                                                                                                       Consumer
                                                                        Mobile Operator
                      Content




                                                                                                                         Consumer
                                            Content
Content




                                                                  Mobile technology today is a
                                                                bottleneck preventing the world




                                                                                                              Consumer
                                                                of content reaching the world of
                                                                           consumers




2006 Adobe Systems Incorporated. All Rights Reserved.
Mobile Experiences Today




                                                                                                           Consumer
                    Content




                                                                                        Consumer




                                                                                                                                 Consumer
                                          Content
          Content




                                                                                                        Consumer
                                                      Content
                                Content




                                                                                  Consumer




                                                                                                                      Consumer
                                                                Mobile Operator
                      Content




                                                                                                        Consumer
                                            Content
Content




                                                                                             Consumer
2006 Adobe Systems Incorporated. All Rights Reserved.
Mobile Experiences Tomorrow




                                                                                                           Consumer
                    Content




                                                                                        Consumer




                                                                                                                                 Consumer
                                          Content
          Content




                                                                                                        Consumer
                                                                 Rich Content
                                                      Content
                                Content




                                                                                  Consumer




                                                                                                                      Consumer
                                                                Mobile Operator
                      Content




                                                                     $$$$




                                                                                                        Consumer
                                            Content
Content




                                                                                             Consumer
2006 Adobe Systems Incorporated. All Rights Reserved.
Elephant in the room




77% of iPhone owners said they were
“Very Satisfied” with their device.
The ChangeWave survey asked consumers
how satisfied they were with their current
phone, and found the iPhone registering the
highest satisfaction levels of any device.




2006 Adobe Systems Incorporated. All Rights Reserved.
Experience matters




Engaging mobile experiences put
the user experience first.
They build a powerful affinity with
the user. They promise experiences
that are expressive, memorable, and
much more desirable.




2006 Adobe Systems Incorporated. All Rights Reserved.
The mobile user




Mobile users are constantly on the
move, often multitasking, and
interacting in very social situations.
Their attention is the most valuable
commodity and seducing them to
stay connected is the ultimate goal.




2006 Adobe Systems Incorporated. All Rights Reserved.
Mobile Persuasion




Principles for creating
engaging mobile experiences.
       The Mobile Context is Relevant
       Capture and Guide Users
       Differentiation is a Feature




2006 Adobe Systems Incorporated. All Rights Reserved.
Mobile context is relevant



Mobile experiences should not only
be smaller, they should be smarter.
They must offer experiences that
are appropriate for mobile.
       Focus on the user’s mobility
       Fitting
       Get a toolbox




2006 Adobe Systems Incorporated. All Rights Reserved.
Fitting




Mobile experiences are valuable
when they are straightforward and
clearly represent their purpose.
The presentation as a whole should
be glance-able – designed to be read
and understood quickly.




2006 Adobe Systems Incorporated. All Rights Reserved.
Google WAP




2006 Adobe Systems Incorporated. All Rights Reserved.
Google Maps




2006 Adobe Systems Incorporated. All Rights Reserved.
Capture and Guide the user



Users are subject to countless
distractions and disadvantages.
Recognize the barriers and address
them directly.
       Establish clear focus, direction and emphasis
       Maintain context
       Preview and deliver




2006 Adobe Systems Incorporated. All Rights Reserved.
Establish Clear Focus, Direction and Emphasis



User focus should be implemented
in a simple, clear and consistent way
across interfaces.
Actions should be intuitive and
natural. Users shouldn’t have to
think hard about what options are
available to them.




2006 Adobe Systems Incorporated. All Rights Reserved.
Yahoo! Mobile web




2006 Adobe Systems Incorporated. All Rights Reserved.
Yahoo! Go




2006 Adobe Systems Incorporated. All Rights Reserved.
Differentiation is a feature



Engaging mobile experiences are
ones that stand out from the crowd;
they should make us stand out
from the crowd.
       Stylize
       Demonstrate brand
       Deep customization
       Thrill
       Fresh and dynamic




2006 Adobe Systems Incorporated. All Rights Reserved.
Demonstrate Brand



Mobile users are ready and willing to
engage with their favourite brands on
their phones.
Mobile experiences that can
faithfully represent brands will be
more engaging for users who are
hungry for authentic experiences.




2006 Adobe Systems Incorporated. All Rights Reserved.
Facebook iPhone




2006 Adobe Systems Incorporated. All Rights Reserved.
MySpace Flash




2006 Adobe Systems Incorporated. All Rights Reserved.
Fresh and Dynamic




The mobile user's attention span is a
fragile commodity, easily lost if not
stimulated.
Mobile content must make use of
rich media, video, audio, high-
!delity graphics and animation to
captivate, excite and entertain.




2006 Adobe Systems Incorporated. All Rights Reserved.
Living World Profiles




2006 Adobe Systems Incorporated. All Rights Reserved.
Living World Seasons




2006 Adobe Systems Incorporated. All Rights Reserved.
Living World Travel




2006 Adobe Systems Incorporated. All Rights Reserved.
The Mobile Feast




The mobile marketplace is waging a
battle for our attention.
The providers who will come out on
top will be the ones who are the
most persuasive. However, the real
winners will be the mobile users.




2006 Adobe Systems Incorporated. All Rights Reserved.
The challenge



Are your experiences engaging?


Expressive


Memorable


Desirable




2006 Adobe Systems Incorporated. All Rights Reserved.

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Matt Millar (Adobe)

  • 1. Engaging mobile experiences Matt Millar 2006 Adobe Systems Incorporated. All Rights Reserved.
  • 2. The State of Mobile Experiences Mobile devices have evolved from merely functional tools. They have become our constant companions. We rely on them to stay in touch, guide our activities, and entertain us. 2006 Adobe Systems Incorporated. All Rights Reserved.
  • 3. Facebook & MySpace 2006 Adobe Systems Incorporated. All Rights Reserved.
  • 4. MySpace Flash Experience 2006 Adobe Systems Incorporated. All Rights Reserved.
  • 5. Mobile Experiences today Consumer Content Consumer Consumer Content Content Consumer Content Content Consumer Consumer Mobile Operator Content Consumer Content Content Mobile technology today is a bottleneck preventing the world Consumer of content reaching the world of consumers 2006 Adobe Systems Incorporated. All Rights Reserved.
  • 6. Mobile Experiences Today Consumer Content Consumer Consumer Content Content Consumer Content Content Consumer Consumer Mobile Operator Content Consumer Content Content Consumer 2006 Adobe Systems Incorporated. All Rights Reserved.
  • 7. Mobile Experiences Tomorrow Consumer Content Consumer Consumer Content Content Consumer Rich Content Content Content Consumer Consumer Mobile Operator Content $$$$ Consumer Content Content Consumer 2006 Adobe Systems Incorporated. All Rights Reserved.
  • 8. Elephant in the room 77% of iPhone owners said they were “Very Satisfied” with their device. The ChangeWave survey asked consumers how satisfied they were with their current phone, and found the iPhone registering the highest satisfaction levels of any device. 2006 Adobe Systems Incorporated. All Rights Reserved.
  • 9. Experience matters Engaging mobile experiences put the user experience first. They build a powerful affinity with the user. They promise experiences that are expressive, memorable, and much more desirable. 2006 Adobe Systems Incorporated. All Rights Reserved.
  • 10. The mobile user Mobile users are constantly on the move, often multitasking, and interacting in very social situations. Their attention is the most valuable commodity and seducing them to stay connected is the ultimate goal. 2006 Adobe Systems Incorporated. All Rights Reserved.
  • 11. Mobile Persuasion Principles for creating engaging mobile experiences. The Mobile Context is Relevant Capture and Guide Users Differentiation is a Feature 2006 Adobe Systems Incorporated. All Rights Reserved.
  • 12. Mobile context is relevant Mobile experiences should not only be smaller, they should be smarter. They must offer experiences that are appropriate for mobile. Focus on the user’s mobility Fitting Get a toolbox 2006 Adobe Systems Incorporated. All Rights Reserved.
  • 13. Fitting Mobile experiences are valuable when they are straightforward and clearly represent their purpose. The presentation as a whole should be glance-able – designed to be read and understood quickly. 2006 Adobe Systems Incorporated. All Rights Reserved.
  • 14. Google WAP 2006 Adobe Systems Incorporated. All Rights Reserved.
  • 15. Google Maps 2006 Adobe Systems Incorporated. All Rights Reserved.
  • 16. Capture and Guide the user Users are subject to countless distractions and disadvantages. Recognize the barriers and address them directly. Establish clear focus, direction and emphasis Maintain context Preview and deliver 2006 Adobe Systems Incorporated. All Rights Reserved.
  • 17. Establish Clear Focus, Direction and Emphasis User focus should be implemented in a simple, clear and consistent way across interfaces. Actions should be intuitive and natural. Users shouldn’t have to think hard about what options are available to them. 2006 Adobe Systems Incorporated. All Rights Reserved.
  • 18. Yahoo! Mobile web 2006 Adobe Systems Incorporated. All Rights Reserved.
  • 19. Yahoo! Go 2006 Adobe Systems Incorporated. All Rights Reserved.
  • 20. Differentiation is a feature Engaging mobile experiences are ones that stand out from the crowd; they should make us stand out from the crowd. Stylize Demonstrate brand Deep customization Thrill Fresh and dynamic 2006 Adobe Systems Incorporated. All Rights Reserved.
  • 21. Demonstrate Brand Mobile users are ready and willing to engage with their favourite brands on their phones. Mobile experiences that can faithfully represent brands will be more engaging for users who are hungry for authentic experiences. 2006 Adobe Systems Incorporated. All Rights Reserved.
  • 22. Facebook iPhone 2006 Adobe Systems Incorporated. All Rights Reserved.
  • 23. MySpace Flash 2006 Adobe Systems Incorporated. All Rights Reserved.
  • 24. Fresh and Dynamic The mobile user's attention span is a fragile commodity, easily lost if not stimulated. Mobile content must make use of rich media, video, audio, high- !delity graphics and animation to captivate, excite and entertain. 2006 Adobe Systems Incorporated. All Rights Reserved.
  • 25. Living World Profiles 2006 Adobe Systems Incorporated. All Rights Reserved.
  • 26. Living World Seasons 2006 Adobe Systems Incorporated. All Rights Reserved.
  • 27. Living World Travel 2006 Adobe Systems Incorporated. All Rights Reserved.
  • 28. The Mobile Feast The mobile marketplace is waging a battle for our attention. The providers who will come out on top will be the ones who are the most persuasive. However, the real winners will be the mobile users. 2006 Adobe Systems Incorporated. All Rights Reserved.
  • 29. The challenge Are your experiences engaging? Expressive Memorable Desirable 2006 Adobe Systems Incorporated. All Rights Reserved.