The document discusses the benefits of developing mobile web apps over native apps. It notes that executives often want native apps but these can be "vanity apps" that are not necessary. Mobile web apps have advantages like being easier to update and not requiring different versions for different platforms. While native apps have advantages like access to device features, a mobile web app may fulfill users' needs in many cases. The document recommends starting by saying no to native apps and justifying it if one is truly needed later.

1. Saying No to Native Apps
Brian Donohue
UX Masterclass, Copenhagen, April 2011

2. iPhone apps
are ubiquitous

3. iPhone apps
are ubiquitous

4. Execs just want
an iPhone app
http://url.ie/a1wt

6. But they’re often “vanity apps”

7. But mobile is not a vanity thing

8. For the biggest players, it’s the focus

9. “Throwaway” user test question
Me: “So have you ever tried to
(almost embarrassed asking it) access utility client’s website on
your phone?”
Participant:
(tradesman, not computer savvy)

10. “Throwaway” user test question
Me: “So have you ever tried to
(almost embarrassed asking it) access utility client’s website on
your phone?”
Participant: “I was sitting on my couch
(tradesman, not computer savvy) watching TV. My computer was
down in the hallway. I couldn’t be
arsed getting off the couch. So, I
tried to see if I could get my bill
on my phone.”
(He couldn’t.)

11. What execs don’t understand: fragmentation

12. Going native is a policy of exclusion...

13. Going native is a policy of exclusion...

14. http://url.ie/a1xc

15. supports 5 native mobile platforms

16. supports 5 native mobile platforms
“We could probably save 70% of our
development budget by switching to a single,
cross-platform client
Phil Lebin, CEO
http://url.ie/a1xl

17. Defining “native” vs. “mobile web”
Objective C HTML, CSS, JS
works best on webkit browsers
Java
C ++

18. Different platforms usually means
different people
Java Objective C

21. But what’s the difference to customers?

22. and do I access it here...

23. Native isn’t always better
Native app only Both Web app only
 Gyroscope and  Store data offline  Much easier to test,
Accelerometer  Access GPS prototype, and rollout
 Accessing filesystems  Have app-like UI and  Can update
(e.g. address book, transitions immediately (no app
photos) store approval),
 Accessible as app
 Fully-immersive customers don’t have
from home screen
experience (e.g. to update the app
gaming)  Can link to the app
 ??Findability?? (e.g. SMS with link to
 Support in-app
purchases your bill)
(Apple takes 30% cut)  HTML 5 is continually
 Camera adding hardware
capabilities
 Smoother and more
responsive

24. Are there any UX benefits to mobile
web app?

25. Are there any UX benefits to mobile
web app?

26. Do you have a 1-page website too?

27. If mobile is a complement to your
website, it’s very likely the mobile app
route makes more sense

28. Hybrid is an almost magical solution

29. Who’s going with HTML 5?

30. Who’s going with HTML 5?

31. Who’s going with HTML 5?

32. But what about this “responsive web
design” stuff?

33. Be wary -- this stuff changes fast
2010:
“(Website owners interested in developing an
iPhone app might start by developing an iPhone-
targeted website, where most of this book’s
design principles also apply.)”

34. Be wary -- this stuff changes fast
2010:
“(Website owners interested in developing an
iPhone app might start by developing an iPhone-
targeted website, where most of this book’s
design principles also apply.)”
2011:
“Platforms are risky places to put your
business...If you can do it with the
Web -- do it with the Web. It’s
faster, cheaper, and easier.”
Web app masters tour, 2011: http://www.lukew.com/ff/entry.asp?1281

35. The takeaway:
start by saying no to native

36. The takeaway:
start by saying no to native
It’s not that native apps are the wrong
approach. But your starting point for
your mobile strategy should be a web
app. Force yourself to justify the native
decision.
Stand up to your CEO.