Sevnthsin 2011 MIMA Summit Presentation

MIMA SUMMIT 2011
October 11, 2011

GOOD TOUCH
BAD TOUCH
the new world of mobile
a Sevnthsin jam

3

THE NON-LINEAR
PROCESS

1121 jackson st. ne #144 minneapolis mn, 55413 @ sevnthsin yo@sevnthsin.com 612.236.1746 sevnthsin.com

4

STRATEGY DESIGN DEVELOPMENT


5

STRATEGY DESIGN DEVELOPMENT


6

STRATEGY

DESIGN

DEVELOPMENT


7

WHAT AM I
DOING HERE?
? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ?
? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ?


8

THINGS TO AVOID
mobile as an afterthought
“we need an app!”

STAND ALONE vs. CAMPAIGN
what is this a part of, if anything?

FUNCTION OVER FORM (KINDA)
design is important, but usability comes first


9

STAND ALONE


10

CAMPAIGN


11

TARGETING THE
TARGET AUDIENCE


12

DEMO & PSYCHOGRAPHICS
who’s using this & what do they feel

2 MINUTES OR 2 HOURS
casual use vs. extended use
time filler vs. time waster
utility vs. entertainment


13

2 MINUTES 2 HOURS

quick utility entertainment
female shoppers, co-ed music fans,
age 24-44, age 22-28,
ditching newspapers seeking“lean forward”
experiences


14

CHOOSE
YOUR WEAPON


15

YOUR AUDIENCE DETERMINES DEVICE


16

iOS DEVICES
AUDIENCE
early adults (24-34)
college educated
creative, yet tech savvy
device chosen by desire

PROS
unified operating system
consistent hardware specs
webkit based browser
most adopted platform*

CONS
developer/development restrictions
app store over-saturation

*we’ll fight about this later


17

ANDROID DEVICES
AUDIENCE
younger adults (18-28)
in or recently graduated college
tech savvy, yet not overly creative
device chosen by price or availability

PROS
nearly limitless options
carrier availability/price
“open” app marketplace
webkit based browser

CONS
device fragmentation
inconsistent hardware specs
OS varies from device to device
devices deprecate quickly


18

BLACKBERRY DEVICES
AUDIENCE
adults (35-55)
full-timer, typically corporate
not overly tech savvy or creative
device supplied by employer

PROS
BlackBerry server integration*

CONS
device fragmentation
no OS consistency
dramatic decline in adoption
proprietary configuration
inferior web browser

*we had to find SOMETHING


19

THE
HANDOFF


20

NATIVE APPS
PROS
device specific functionality
(ie: location services, local storage, app integration)
data connection not always required
great for utility functions

CONS
require new build for each platform
can get expensive fast
most updates require new app submission


21

WEB APPS
PROS
no app store download required
can be dynamically updated
can adapt across multiple platforms
can typically be saved to home screen
significantly less expensive to build

CONS
data connection always required
no device specific functionality
often passed over for native apps


22

MOBILE SITES
PROS
no app store download required
can be dynamically updated
can adapt across multiple platforms
significantly less expensive to build

CONS
require decent web browser
data connection always required
no device specific functionality
cannot integrate with native or web apps


23

CREATING
THE ROAD MAP


24

THE DESIGN SIDE
OF STRATEGY
creating user flows
wireframing
not a blueprint for design
defines hierarchy

INCLUDE YOUR DEVELOPER
inform one another during the process
develop shared terminology
be friends, always


25

FILLING
THOSE GAPS
LOREM IPSUM DOLOR SIT AMET, CONSECTETUER ADIPISCING ELIT, SED DIAM NONUMMY NIBH EUISMOD TINCIDUNT


26

DESIGN DRIVEN CONTENT
let design help inform your content direction

SHOW vs. TELL
it’s the season of doing, not making me read
bring content in engaging new ways


27

DESIGNING
FOR THE DEVICE


28

UNDERSTAND THE DEVICE
it’s more than just knowing the screen size
understand the expected behaviors of a device
each device & platform is different, don’t assume they’re the same

CAN YOU DO IT WHILE DRIVING?
less is more when it comes to UI
interaction should be comfortable & EASY
do I need more than one finger to do this?
buttons should be at least 44px wide


29

USE THE AVAILABLE TOOLS
find & use GUI files online
find & use known device grid systems
find & use LiveView to preview designs on a device
http://www.zambetti.com/projects/liveview

LEGIBILITY IS ESSENTIAL
make sure you can read it
always go bigger than you think
break content into “snackable” sizes
the less I have to read, the sooner I can look back up at the road


30

GET DESIGN
& DEV TALKING


31

DECIDE ON FRAMEWORK
custom build
adaptive/responsive layouts
pre-existing frameworks
http://lessframework.com

DEV INFORMED DESIGN
let development influence your design (to an extent)
less sacrifice if both parties know what’s up


32

DEVELOPING (FOR MOBILE)

IS THE BEST
010000100100100100101010111001101001010100000010101000
(WORST)


33

KNOW YOUR LANGUAGES
what devices are built on Objective-C, Java, etc?
teams are better
spreading the load amongst a few folks can save time & money
sometimes you need both the iPhone guy AND the PHP guy

DON’T SHUT OUT DESIGN
you will have questions, don’t assume
an open line of communication means less creative feedback later
let design inform development (to an extent)


34

EMULATORS ARE YOUR FRIEND
find the appropriate mobile device emulators
test your work in emulators early on

TEST DEVICES ARE MORE BETTER
test on as many real devices as possible
eBay has tons of cheap used phones waiting for you
mall kiosks have a lovely array of test devices as well
test on both WiFi & a cell data connection
load times are important


35

HAVE A LAUNCH STRATEGY
never underestimate server deployment times
prepare for the worst if your app requires approval
better safe than sorry, brace for at least two weeks
never launch on Friday
you will inevitably crash on Saturday, its science*

*we think


36

QUESTIONS?
who’s got one?


Sevnthsin 2011 MIMA Summit Presentation

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