In this presentation Christian Drehkopf and Thomas Kueber of iconmobile show examples of their experience with international mobile user research and translate the found patterns into specific design recommendations.

1. How Mobile Changes Our Life's
MoAbility
iconmobile

2. Christian Drehkopf, Thomas Kueber
iconmobile group is one of the leading international design agencies and
technology suppliers in the mobile applications and services world.
We are neither a consultancy, nor a design agency, This integration and our track record means we can
a technology supplier or a service provider. In fact deliver on what we design: Our user experience
iconmobile is all of these things, knowing the market insights are real, relevant, and actionable.
not only from one perspective, but from a myriad of Our technology is solid, scalable, and deployable.
perspectives. We bring an unique holistic approach We deliver solutions, not slideware.
to the entire product lifecycle.
Each individual, on every team, within every
discipline, is responsible for understanding the
impact of their work on the overall project. Our teams
are passionate, talented and experts in mobile.
iconmobile 4

3. 7,113,079,000
people living on this planet
by 3:00 PM, 20.05.2011 Today !
iconmobile US Bureau of the Census 2

4. 5,300,000,000
mobile subscribers equals
77% of the world population
iconmobile International Telecommunication Union 3

5. Global mobile app downloads
have increased by
1600%
in the last three years
iconmobile research2guidance, March 2011 4

6. 500,000,000
people worldwide to use their
mobiles as metro and bus tickets
by 2015
iconmobile Juniper Research, April 2011 5

7. 2010 Iconmobile's research studies
focused on the habits of over
200 mobile phone users with different
backgrounds …
iconmobile 6

8. … on more than 3 continents.
London Berlin
New
York Paris
Milano Seoul
Los
Angeles Hong
Mumbai Kong
Atlantis
iconmobile 7

9. Global Learning: Center of mobile
innovations has changed.
both here
before
2007
epicenter of
hardware
epicenter of innovation
software
innovation
iconmobile 8

10. Mobility

11. “Research is to see what
everybody else has seen,
and to think what nobody
else has thought.”
Albert Szent-Györgyi (Nobel Prize 1937)
iconmobile Source: http://profiles.nlm.nih.gov 10

12. Insights on mobile user behavior
– three different clusters
consumption
context
communication
iconmobile 11

13. context
“Adapt to my changing priorities,
when moving in public landscapes.“
“I love the feature to
download the news on
my device and read them
on the go when I am in
the metro.”
accessories for iPad to
carry while jogging
iconmobile 12

14. context
“Make the car become
my workstation.”
“Taxi cabs should
have cellphone
chargers.”
iconmobile 13

15. consumption
“I don‘t care about privacy,
as long as you do!“
„I don‘t like the idea of video
calls, because you never
know who looks at your face
on the other side.“
“I do not use any Facebook or
Foursquare after or before
I go to work. They do not need
to know that I leave earlier or
come late because
I am hanging out at Starbucks.“
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16. consumption
“My whole device is my identity.“
“Sometimes we just sit and
see what kind of new apps
we have.”
iconmobile 15

17. consumption
“When I have some time,
let me enjoy a little prime time.“
“Now, five minutes waiting
can be fun.”
iconmobile 16

18. communication
“Make it easy to stay in touch.“
“My Facebook feed is
my personal soap
opera.”
“I keep in touch with my
wife through Email, texting
and play scrabble.”
iconmobile 17

19. communication
“Just give me a break … to focus on
the important communication.“
“I sometimes think it is
too much. I don´t want
to read over and over
again how drunken my
friends got over the
weekend.”
“I tried to detox from
Facebook.”
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20. Ability
Source: http://www.superheronation.com/

21. Design with time
Example: Tagesschau
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22. Design for overview in communication
Example: Google Voice
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23. Design alive
Example: Notifications
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24. Design for light touches
Example: Facebook
iconmobile 23

25. Design for trustworthiness
Example (bad): iPhone Tracker
iconmobile 24

26. Design to control remotely
Example: Direct TV
iconmobile www.directv.com 25

27. Design for ecosystems
Example: Apple AirPort Express
iconmobile www.apple.com 26

28. Wrap-Up “MoAbility”
Mobile needs Design abilities
“… public landscapes.“ Design for ecosystems
“… car as a workstation.” Design to control remotely
“… privacy“ Design for trustworthiness
“… identity.“ Design alive
“… prime time.“ Design with time
“… stay in touch.“ Design for light touches
“… communication.“ Design for overview in communication
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29. Thank you!
Thomas Küber
Christian Drehkopf
iconmobile GmbH
Methfesselstrasse 30-36
10965 Berlin Germany
thomas.kueber@iconmobile.com
christian.drehkopf@iconmobile.com
www.iconmobile.com