The document discusses how mobile devices have become ubiquitous, with over 95% of Americans owning a mobile phone and smartphones projected to make up 40% of mobile phones by 2014. It outlines how the iPad influenced user experience (UX) design through its ease of use, metaphorical interface, discoverability features, and emphasis on entertainment over task completion. It argues that the "mobile vs. desktop war is over" and responsive design is key to providing consistent experiences across devices. The document also discusses how contextual awareness and gamification can enhance UX by making experiences more relevant, engaging and less like "homework" for users.

1. Pure Digital Since 1983
UX for a Mobile-Age Audience
Krysta Stone
@krystastone
Marti Gukeisen
@UXmarti

2. Intro | We Have Entered the “Mobile Age”
• Over 95% of the US population owns a mobile phone
• Nearly 25% of the US population currently owns a
smartphone.
– It’s projected that by 2014, over 40% of all mobile phones
will be smartphones
• Nearly 10% of the US population currently owns a tablet
– The number of tablet users is projected to more than
double in 2011, and then double again in 2012
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3. Outline
• Intro
• Influence of iPad in UX
• The Mobile vs. Desktop War is Over
• Omniscient Innovation
• It Shouldn’t Feel Like Homework
• What Does it All Mean?
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4. Pure Digital Since 1983
Influence of iPad in UX

5. Influence of iPad in UX | What are they?
• Ease of Use
• Metaphor
• Discoverability
• Entertainment
• Touch Screen
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6. Ease of Use | What is it?
Apple emphasizes a simple, clean interface
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7. Ease of Use | In comparison
PC emphasizes multitasking & feature explosion.
this slide
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8. Ease of Use | Influence
• More focused on one task at a time
• Reduce feature assault
• Reduce competition for attention on the screen
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9. Metaphor | What is it?
Using something to represent something it is not.
what it is what it means on a screen
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10. Metaphor | Astronomical Example
• Music player that uses
images & concepts from
astronomy to visualize
music collections.
Sun = Artist
Planet = Album
Moon = Song
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11. Metaphor | Old lessons for new design
This is too far 
Party like it’s…
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12. Metaphor | This spectrum is a metaphor
Given the context of a project, what is appropriate?
Goal Completion
Efficiency
Less Time & Effort to Interpret
Literal Abstracted
Used More
Metaphor Used Less
More Time & Effort to Interpret
Entertainment
Play
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13. Metaphor | So why was this okay?
• iPad sets ‘playful’ as an
expectation
• Object is entertainment, not
goal completion
• Basics are still presented in a
conventional way
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14. Discoverability | It’s evolving
“Discoverability: the ability for a user of a design to locate something that they need, in order to complete a certain task.”
• Discoverability is shifting – it’s becoming
part of the entertainment of the experience
and that’s ok!
• Conventions and standards for iPad don’t
exist yet, but they’re emerging
• Is it (finally) time to let go of the ‘traditional’
web nav design? (so 1996!)
Don’t forget:
• Users still need to be able to accomplish
tasks
• Leverage mental models!
• Make functions discoverable by users “just
in
time.” 14

15. Entertainment | But what does it DO?
• Purpose and functionality aren’t always the
primary objective
• Explore the capabilities of the medium to create a
delightful experience
• Right place at the right time: Don’t abandon your
common sense.
• What is the core purpose of the
experience? Is there a way to
make it more entertaining?
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16. Touchscreen | Tips
• Be ready for multiple orientations
• Be ready to start…and to stop
• Keep the focus on the primary task
• Use simplified hierarchies
• Think gestures, not clicks
• Make targets at least 44x44 points
• Move beyond the linear
• Create opportunities to collaborate
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17. Example | Designing for Touchscreens
The Fantastic Flying Books of Mr. Morris Lessmore
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18. Example | Designing for Touchscreens
The Fantastic Flying Books of Mr. Morris Lessmore
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19. Pure Digital Since 1983
The Mobile vs. Desktop War is Over

20. It was a tie | Cross-platform is IN
• It’s time to catch up to mobile user expectations.
• Stop thinking about a separate sites for “fixed
Internet” (i.e. desktop), mobile and tablet
experiences (unless there’s a specific need).
• Think about how a single user experience design
can meet the needs of many devices.
• Consumers want consistent, or even
better, contextually relevant experiences.
• “Make it work on my device, make it cool &
delightful and give me what I want, when I need
it.”
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21. Responsive Design | What is it?
• One way to keep up with all of the devices/resolutions on the market
• Applies an architectural philosophy to digital design, that structures
should respond to the environment and people in them
• Designs should respond to a user’s behavior and environment based on
screen size (resolution), platform and orientation
• Fluid grids, flexible images and media queries
• Eliminates the need for a different design and development phase for
each new gadget on the market
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22. Responsive Design | Examples
Sweet Hat Club http://sweethatclub.org/
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23. Responsive Design | Examples
Food Sense http://foodsense.is/
Many more examples at http://mediaqueri.es/
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24. Pure Digital Since 1983
Omniscient Innovation

25. Contextual Awareness | what is it?
Contextual awareness is the
idea that things that
are “aware” of the context
around them and behave
differently if their environment
changes.
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26. Contextual Awareness | Using these…
• GPS • Twitter, et al
• Accelerometer • Facebook, Google+ et al
• Camera • Foursquare, et al
• Bluetooth
• RFID
• Infrared
• API’s
• Google maps
• Google Street view
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27. Contextual Awareness | we might know…
• Location • What places are nearby
• Time of Day • What devices are nearby
• Temperature • What objects are nearby
• What can be seen nearby
• Device Orientation
• Device Movement
• Device Acceleration
• Device Speed
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28. Contextual Awareness | we might know…
• Who is using the device • User data
• User Mega Meta • Aggregate data
– gender, status, likes, • Data over time / trending
employer, birthday, etc. • Everything about everyone
• Searches
• Tweets
• Friends
• Financial information
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29. Contextual Awareness | Location + Orientation
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30. Contextual Awareness | Street View + Location + Camera
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31. Contextual Awareness | why this matters
• New opportunities to leverage creatively
• Bring mobile-magic ideas to your clients
• Consider influence of mobile-mania on the immobile web
experience and expectations
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32. Pure Digital Since 1983
It Shouldn’t Feel Like Homework

33. Gamification | What is it?
You can apply the basic elements that make games fun and
engaging to things that typically aren't considered a game.
-Gamification.org
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34. Gamification | Game Mechanics
• The processes by which games work
• Gamification applies game mechanics to situations other than
games
• Game mechanics used well can help encourage engagement,
active learning, and loyalty
• Gamification and mobile work well together
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35. Gamification | Checking In
Gowalla scvngr Foursquare We & Co
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36. Gamification | Fitbit
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37. Gamification | Bartle’s Personality Types
Richard Bartle’s gamer personality types are a way of thinking about how
different people approach games. They can be helpful to think about when
developing other user experiences as well.
Achievers – collect markers of accomplishment, such as points
Explorers – enjoy the world of the game more than game objectives
Socializers – prefer to play with others—games are about the social
experience
Killers – focus on competition
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38. Gamification | Applying to UX
How do gamification and gaming personality types influence the UX process?
• Consider how gamification might apply to your context
– Can you make your application more game-like?
– Consider how to make tasks appeal to the various gaming
personalities
• Incorporate personality types into personas
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39. Pure Digital Since 1983
What Does It All Mean?

40. Considerations | For your mind to munch on
• Moderation in all things
– Find the right balance given the context
[ play / metaphor / discovery / gamification / simplicity / efficiency /
familiarity / ease of use ]
• Conventions don’t really exist yet for mobile/touch
• This stuff SCREAMS interdisciplinary
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41. Remember | How people really use technology
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42. DISCUSS
Krysta Stone Marti Gukeisen Enlighten.com/blog
@krystastone @Uxmarti @EnlightenAgency
kstone@enlighten.com mgukeisen@enlighten.com info@enlighten.com
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