designing a seamless web to mobile experience (abridged)

Designing a Seamless Web to Mobile Experience

omar greendirector, strategic mobile initiatives

@madfu @intuitinc#liquidux

who am i?

inventor

filmmaker

strategist

entrepreneur

developerpoet

thinker

geek

i’m not a designer

MIT grad

toy lover

who do i work for?

Transforming 50M Lives

File my taxesCheck my balance

Get Paid Acquire customers

Our Mobile Apps Address Real Problems

If UX as a domain focuses on the experiential, subjective, affective, and meaningful components of product development and human-computer interaction, then Liquid Experience considers these things from a “fluid” cross-platform, cross-context perspective.

defined

“I can use this solution at my desktop, and it feels right there, but I can also switch to use it on my handset, or on my tablet, or with my TV or in my car and it feels right there too.”

in the ideal…

First Principles

everything everywhere,right-sized

picking up…where I left off

cool new stuff!(i didn’t know i could do)

smarter-than-me software

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Context

In the broadest sense, CONTEXT represents the circumstances around which a user expresses behavior, captured digitally. It can encompass geo-spatial, temporal, emotional, cognitive, and other domains, so long as the domain lends itself to electronic monitoring and data capture.

defined

A “Mobile” Context

A “Tablet” Context?

And What Context Is This?

Some Context Questions

• Who are you (in general)? Who are you, now?

• Where are you and who are you with?

• What are you doing? What did you just do?

• What are your responsibilities?

• What device are you using?

• How much money do you have?

• What do you need?

• May I interrupt you?

Expectations Summary

• Take me somewhere, on an adventure

• Go beyond my human limits, transform me into the best me

• Help me right the wrongs done to me

• Allow me to discover, understand and fulfill my destiny

• Help me to see and to do the impossible

• Enable me to connect, to share my best, most profound experiences

• Help me get the things that I want/need

• Become a part of me, extend my reach, but don’t take away my control

• Become an integral part of my space, look after me, protect me, but don’t take away my control

• Inspire me, challenge me, call me to action

How

First Principles

1. build an iceberg

2. stop writing code; start watching people

3. “get” context

4. design/build tools to flex your services

5. get to work

6. build smarter services

BUILD AN ICEBERG

distill ‘site’ into ‘service’

STOP WRITING CODE START WATCHING PEOPLE

Customer Driven Innovation

“GET” CONTEXT

• for each device/surface, understand the contexts – be specific• understand how context may dictate the flow between devices • “meaning” is as important as task completion or simplicity

Starting questions

• What contexts are appropriate/inappropriate for completing this task/workflow? Does my user agree?

• What are the stakes? What does it mean to initiate/complete this task in this context? What does it mean to be frustrated by it?

• What sorts of things would I need to know to anticipate the next context/task?

• Could I use the data from one context in a new one? How?

DESIGN/BUILD TOOLS TO“FLEX” SERVICES

your tool box is empty…fill it

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• Addressable base• Billing relationship• Brand equity• CDI / D4D• Channels• Customer Data• Desktop integration• Domain expertise (+IP)• Openness / Platform• Payments• Services

• Always present• Billable• Communication• Connected• Context-aware• Global reach• Marketplaces / Decks• Measurability / Target-ability• Media Creation• Personal

• Authenticity• Collaboration• Financial Interdependency• Gaming Mechanics• Immediacy• Measurability/Target-ability• Media (broad / narrow / micro

- casting)• Network effects• Peer / class effects• Presence• Real-time information• Self-expression• Compose-ability• Shared Meaning / Affinity• Status / Real-Time Info• Transparency• UGC• Virality

• Affiliate• Business model disruption• Revenue re-distribution• Co-branded / Rev-share• Free / Advertising / Ad. Delivery /

Search• Free/attach/lift• Freemium• License Fee• One time license (on/off deck)• Reseller bounty• Rev-share (on/off deck)• Service consumption• Subscription /MRR• Transaction-based• Virtual-goods / services• White label license

Mobile Offering Matrix Co

rporate Levers

Mo

bil

e L

evers

Social Levers

Revenu

e Mod

els

• Language/dialect flexibility• Cultural specificity• Region-specific UX• Heterogeneous profile/usage data

(aggregated)• Local legal & tax compliance• Privacy• In-country business acumen• Local channels• Multi-national scalability &

defensibility• Local infrastructure constraints• Indigenous talent/innovation

Glo

bal

Att

rib

ute

s

• 100 cards

• each with a different perspective with which to challenge your thinking

• pick 5 at random

• adapt the questions to your specific problems/contexts

Mobile Experimentation Platform

GET TO WORK

design/build -> launch -> iterate -> fail -> learn -> repeat……across multiple devices……and don’t simplify too early…

BUILD SMARTER SERVICES

•embed context awareness into your solutions•enable a dynamic user experience

A Final Word

“We become what we behold. We shape our tools, and then afterwards, our tools shape us.”

- Marshall McLuhan

Thanks!