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Mobile UX — State of the Art & Challenges
UXperts.mobi, April 29th 2013
Johan Verhaegen
Mobile ux sot a and challenges
TV
mobile
desktop touch
web
Giving	
  technology	
  a	
  human	
  face	
  
The	
  world	
  outside	
  
•  Users	
  
•  Tasks	
  
•  Context	
  
Business	
  context	
  
•  Business	
  domain	
  
•  Vision	
  &	
  mission	
  
•  Technology	
  
•  Data	
  
Mobile	
  UX	
  strategy	
  
•  NaCve	
  
•  Web	
  
•  mobile	
  
•  responsive	
  
Business context
“Skate where the puck’s going, not where it’s been.”
Wayne Gretzky
Walter	
  Gretzky	
   ‘Gretzky’s	
  Office’	
  
Mobile ux sot a and challenges
Mobile ux sot a and challenges
Mobile ux sot a and challenges
hKp://wiki.developerforce.com/page/NaCve,_HTML5,_or_Hybrid:_Understanding_Your_Mobile_ApplicaCon_Development_OpCons	
  
Challenge n°1 - So, do you skate where the puck’s going?
The world outside
users • tasks • context
“Start with the customer and work backwards.”
Jeff Bezos
Let's	
  get	
  out	
  of	
  this	
  building…	
  
…and	
  enter	
  into	
  the	
  real	
  world	
  
hKp://www.mobify.com/blog/	
  
Your	
  building.	
  Do	
  you	
  get	
  out	
  from	
  :me	
  to	
  :me?	
  
Challenge	
  n°	
  2	
  
Mobile UX strategy
native • mobile • responsive
“You don’t walk into a hardware store, notice a good-
looking shovel, then say “Boy this sure looks like a mighty
fine looking shovel. I’m gonna head home and start
finding stuff to dig up with this here shovel.”
Brad Frost, blogpost “Native vs Web” is total bullshit, July 2011
the native road
Mobile ux sot a and challenges
“As of this writing, there’s no contest: Ship [native] mobile apps if you can afford
it
(…)
We measured a success rate of 74 percent when people used [native] mobile apps,
which is much higher than the 64 percent recorded for mobile-specific websites.”
Jakob Nielsen, Mobile Usability, 2013
Jakob	
  ‘we	
  know,	
  because	
  we’ve	
  seen	
  it	
  happen’	
  Nielsen	
  
Jakob	
  Who?	
  
§  When to build?
§  you want
§  rich interaction
§  fluent animations
§  full access to device functionality
§  shiny graphics
§  on a level you would struggle with HTML5 (at the time of this
writing)
§  you can afford it (and the price tag tends to go up and up and…)
§  more platforms, often forked in
¨  sub-platforms: e.g. iOS for iPhone and iPad
¨  sub-versions: Android Honeycomb, Ice Cream Sandwich,
Jelly Bean,…
§  native development is not a walk in the park
The native road - when
native
§  When to build? <ctd>
§  you want to be present in app stores
§  your competitors have already set up camp there
§  you like some cash
¨  minus a 30% cut for the [platform] owner
§  your users will download updates, won’t they…?
The native road - when
native
§  Your focus is on
§  best possible (device-specific) UX
§  multitouch
§  fast graphics (how’s the refresh rate?)
§  fluid animations
§  ease of use
§  a solid business case
The native road - focus
native
Mobile ux sot a and challenges
Mobile ux sot a and challenges
Mobile ux sot a and challenges
Mobile ux sot a and challenges
Mobile ux sot a and challenges
Mobile ux sot a and challenges
HAZMAT	
  evac	
   Cargo	
  Decoder	
  
Mobile ux sot a and challenges
Mobile ux sot a and challenges
§  Limited continuity between different contexts
§  No comparable desktop and mobile experience
§  Features and content not equally likely to be accessed
on multiple devices
§  Other iOS native apps already being used
§  Interesting times…
Nokeos design strategy
The web road
“Once you start thinking in terms of networks, it just doesn’t make much
sense to prefer local apps, with downloadable, installable code that
needs to be constantly updated.
(…)
But we’re not yet in a world of infinite speed, so that’s why we have
mobile apps and PC and Mac software on laptops and phones. That’s why
there are still Xbox games on discs. That’s why everything isn’t in the
cloud. But eventually the technology wants it all to be up there.”
Marc Andreessen, Wired Magazine, April 2012
Marc	
  ‘a	
  lot	
  of	
  things	
  you	
  want	
  to	
  do	
  as	
  part	
  of	
  daily	
  life	
  can	
  now	
  be	
  done	
  over	
  the	
  internet’	
  Andreessen	
  
Marc	
  Who?	
  
the web road
Mobile ux sot a and challenges
§  Mobile-optimized websites and web applications
§  Living on the web
§  Often a subset of content/features of the
“normal” version of the website/web application
§  but what’s important? what’s not?
-> user research (esp. data analysis) will help you out
§  A wide audience reach
The web road, direction mobile
§  When to build?
§  your users’ goals differ depending on device/context
§  you offer ‘simple’ functionality like look-ups and
simple workflows
§  you need speed
§  you don’t need
§  lots of editing or data manipulation
§  on-device functions
The web road, direction mobile - when
§  Your focus is on
§  stripping features that are not the core of the mobile
use case
§  reducing ⎜ removing ⎜ demoting
§  enlarging interface elements
§  providing an emergency exit
§  cross-link from desktop site (or ‘full site’) to mobile site and
vice versa
The web road, direction mobile - focus
Uw kind wil u iets vertellen
KidsTennisishetVTV-opleidingsconceptvoorkinderenvanaf3jaar.Deopleidingisopgedeeldinvaardigheidsniveaus
die telkens een andere kleur hebben. Kinderen leren stap voor stap tennissen op een aangepast terrein met een
ander type bal.Aan de hand van testjes en diploma’s kunnen ook de ouders de tennisevolutie van hun kind volgen.
Een KidsTennisser beleeft niet alleen veel plezier,hij of zij leert ook op een kwaliteitsvolle manier tennissen.Meer
info? Surf dan naar kidstennis.be en zoek een KidsTennisclub in uw buurt!
Omdat bewegen gezond is
Mobile ux sot a and challenges
Mobile ux sot a and challenges
f l u i d g r i d s
f l e x i b l e m e d i a
m e d i a q u e r i e s
©	
  ezmarkup.com/learn-­‐how-­‐to-­‐design-­‐a-­‐mobile-­‐website.html	
  
©	
  2013	
  Brad	
  Frost	
  
“Perhaps there’s a compelling reason to keep your site’s desktop and mobile
experiences separate, or perhaps your content would be better served by a
responsive approach. Only you and your users know for certain.”
Ethan Marcotte - Responsive Web Design, 2011
That’s	
  right.	
  This	
  guy	
  sCll	
  has	
  to	
  prove	
  a	
  thing	
  or	
  two.	
  
Like	
  most	
  of	
  us.	
  
Ethan	
  Who?	
  
§  When to build?
§  you want continuity between different contexts
§  you want a seamless multi-device experience
§  the features and content you offer are equally likely
to be accessed on multiple devices
§  you don’t ‘over-code’
§  might indicate that you need to go native or mobile
§  and that might even be cheaper to build and maintain
The web road, direction responsive - when
§  Your focus is on
§  content/feature-driven design
§  tiny screen usability
§  multi-device customization
§  touch interaction
¨  gestures
§  design patterns
¨  navigation, data grids, forms,…
§  graphical design
¨  typography, images, backgrounds,…
The web road, direction responsive - focus
Mobile ux sot a and challenges
native
Challenge	
  n°	
  3	
  -­‐	
  So,	
  which	
  road	
  will	
  you	
  choose?	
  	
  
Mobile	
  UX	
  strategy	
  
•  NaCve	
  
•  Web	
  
•  mobile	
  
•  responsive	
  
The	
  world	
  outside	
  
•  Users	
  
•  Tasks	
  
•  Context	
  
Business	
  context	
  
•  Business	
  domain	
  
•  Vision	
  &	
  mission	
  
•  Technology	
  
•  Data	
  
See also
-  www.higroup.com/news-publications/white-papers
-  www.higroup.com/cases
De Regenboog 11
2800 Mechelen
+32 (0)15 40 01 38
www.higroup.com
@higroup
Human Interface Group
Human Interface Group
johan.verhaegen@higroup.com
@johanverhaegen

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Mobile ux sot a and challenges

  • 1. Mobile UX — State of the Art & Challenges UXperts.mobi, April 29th 2013 Johan Verhaegen
  • 4. The  world  outside   •  Users   •  Tasks   •  Context   Business  context   •  Business  domain   •  Vision  &  mission   •  Technology   •  Data   Mobile  UX  strategy   •  NaCve   •  Web   •  mobile   •  responsive  
  • 6. “Skate where the puck’s going, not where it’s been.” Wayne Gretzky Walter  Gretzky   ‘Gretzky’s  Office’  
  • 11. Challenge n°1 - So, do you skate where the puck’s going?
  • 12. The world outside users • tasks • context
  • 13. “Start with the customer and work backwards.” Jeff Bezos
  • 14. Let's  get  out  of  this  building…  
  • 15. …and  enter  into  the  real  world  
  • 17. Your  building.  Do  you  get  out  from  :me  to  :me?   Challenge  n°  2  
  • 18. Mobile UX strategy native • mobile • responsive
  • 19. “You don’t walk into a hardware store, notice a good- looking shovel, then say “Boy this sure looks like a mighty fine looking shovel. I’m gonna head home and start finding stuff to dig up with this here shovel.” Brad Frost, blogpost “Native vs Web” is total bullshit, July 2011
  • 22. “As of this writing, there’s no contest: Ship [native] mobile apps if you can afford it (…) We measured a success rate of 74 percent when people used [native] mobile apps, which is much higher than the 64 percent recorded for mobile-specific websites.” Jakob Nielsen, Mobile Usability, 2013
  • 23. Jakob  ‘we  know,  because  we’ve  seen  it  happen’  Nielsen   Jakob  Who?  
  • 24. §  When to build? §  you want §  rich interaction §  fluent animations §  full access to device functionality §  shiny graphics §  on a level you would struggle with HTML5 (at the time of this writing) §  you can afford it (and the price tag tends to go up and up and…) §  more platforms, often forked in ¨  sub-platforms: e.g. iOS for iPhone and iPad ¨  sub-versions: Android Honeycomb, Ice Cream Sandwich, Jelly Bean,… §  native development is not a walk in the park The native road - when native
  • 25. §  When to build? <ctd> §  you want to be present in app stores §  your competitors have already set up camp there §  you like some cash ¨  minus a 30% cut for the [platform] owner §  your users will download updates, won’t they…? The native road - when native
  • 26. §  Your focus is on §  best possible (device-specific) UX §  multitouch §  fast graphics (how’s the refresh rate?) §  fluid animations §  ease of use §  a solid business case The native road - focus native
  • 33. HAZMAT  evac   Cargo  Decoder  
  • 36. §  Limited continuity between different contexts §  No comparable desktop and mobile experience §  Features and content not equally likely to be accessed on multiple devices §  Other iOS native apps already being used §  Interesting times… Nokeos design strategy
  • 38. “Once you start thinking in terms of networks, it just doesn’t make much sense to prefer local apps, with downloadable, installable code that needs to be constantly updated. (…) But we’re not yet in a world of infinite speed, so that’s why we have mobile apps and PC and Mac software on laptops and phones. That’s why there are still Xbox games on discs. That’s why everything isn’t in the cloud. But eventually the technology wants it all to be up there.” Marc Andreessen, Wired Magazine, April 2012
  • 39. Marc  ‘a  lot  of  things  you  want  to  do  as  part  of  daily  life  can  now  be  done  over  the  internet’  Andreessen   Marc  Who?  
  • 42. §  Mobile-optimized websites and web applications §  Living on the web §  Often a subset of content/features of the “normal” version of the website/web application §  but what’s important? what’s not? -> user research (esp. data analysis) will help you out §  A wide audience reach The web road, direction mobile
  • 43. §  When to build? §  your users’ goals differ depending on device/context §  you offer ‘simple’ functionality like look-ups and simple workflows §  you need speed §  you don’t need §  lots of editing or data manipulation §  on-device functions The web road, direction mobile - when
  • 44. §  Your focus is on §  stripping features that are not the core of the mobile use case §  reducing ⎜ removing ⎜ demoting §  enlarging interface elements §  providing an emergency exit §  cross-link from desktop site (or ‘full site’) to mobile site and vice versa The web road, direction mobile - focus
  • 45. Uw kind wil u iets vertellen KidsTennisishetVTV-opleidingsconceptvoorkinderenvanaf3jaar.Deopleidingisopgedeeldinvaardigheidsniveaus die telkens een andere kleur hebben. Kinderen leren stap voor stap tennissen op een aangepast terrein met een ander type bal.Aan de hand van testjes en diploma’s kunnen ook de ouders de tennisevolutie van hun kind volgen. Een KidsTennisser beleeft niet alleen veel plezier,hij of zij leert ook op een kwaliteitsvolle manier tennissen.Meer info? Surf dan naar kidstennis.be en zoek een KidsTennisclub in uw buurt! Omdat bewegen gezond is
  • 48. f l u i d g r i d s f l e x i b l e m e d i a m e d i a q u e r i e s ©  ezmarkup.com/learn-­‐how-­‐to-­‐design-­‐a-­‐mobile-­‐website.html   ©  2013  Brad  Frost  
  • 49. “Perhaps there’s a compelling reason to keep your site’s desktop and mobile experiences separate, or perhaps your content would be better served by a responsive approach. Only you and your users know for certain.” Ethan Marcotte - Responsive Web Design, 2011
  • 50. That’s  right.  This  guy  sCll  has  to  prove  a  thing  or  two.   Like  most  of  us.   Ethan  Who?  
  • 51. §  When to build? §  you want continuity between different contexts §  you want a seamless multi-device experience §  the features and content you offer are equally likely to be accessed on multiple devices §  you don’t ‘over-code’ §  might indicate that you need to go native or mobile §  and that might even be cheaper to build and maintain The web road, direction responsive - when
  • 52. §  Your focus is on §  content/feature-driven design §  tiny screen usability §  multi-device customization §  touch interaction ¨  gestures §  design patterns ¨  navigation, data grids, forms,… §  graphical design ¨  typography, images, backgrounds,… The web road, direction responsive - focus
  • 54. native Challenge  n°  3  -­‐  So,  which  road  will  you  choose?    
  • 55. Mobile  UX  strategy   •  NaCve   •  Web   •  mobile   •  responsive   The  world  outside   •  Users   •  Tasks   •  Context   Business  context   •  Business  domain   •  Vision  &  mission   •  Technology   •  Data  
  • 56. See also -  www.higroup.com/news-publications/white-papers -  www.higroup.com/cases De Regenboog 11 2800 Mechelen +32 (0)15 40 01 38 www.higroup.com @higroup Human Interface Group Human Interface Group johan.verhaegen@higroup.com @johanverhaegen