designing for context
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Mobile Context and Mobile Context and Strategies
Ivano MalavoltaIvano Malavolta
ivano.malavolta@univaq.it
http://www.di.univaq.it/malavolta
Roadmap
• Designing for Context• Designing for Context
• Developing a Mobile Strategy
• Types of Mobile Applications
from the previous lecture…
Designing for the Context
Two kinds of context
ContextContextwith a big “C”
VSVSVSVS
contextwith a little “c”
Context VS context by example
• The app worksworksworksworks in a in a in a in a specificspecificspecificspecific contextcontextcontextcontext depending on the current location of the user
• The app givesgivesgivesgives ContextContextContextContext by providing additional info
Context VS context by example
who is here?Context
where I amcontext
VS
Context answers users’ Context answers users’ questions
context is a factVS
https://foursquare.com
Context with a big “C”
HowHowHowHow usersusersusersusers willwillwillwill derive derive derive derive valuevaluevaluevalue fromfromfromfrom somethingsomethingsomethingsomethingtheytheytheythey are are are are currentlycurrentlycurrentlycurrently doingdoingdoingdoingtheytheytheythey are are are are currentlycurrentlycurrentlycurrently doingdoingdoingdoing
For example:
• info on restaurants
• rate places• rate places
• GPS navigator
http://www.oink.com
Context with a big “C”
The information provided by the app gives ContextContextContextContext
A A A A betterbetterbetterbetter understandingunderstandingunderstandingunderstanding ofofofof whatwhatwhatwhat thisthisthisthis moment in moment in moment in moment in timetimetimetime meansmeansmeansmeans totototo the the the the useruseruseruser
Recurrent targets:
people, places, things, situations, ideas
context with a little “c”
The mode, medium and The mode, medium and The mode, medium and The mode, medium and environmentenvironmentenvironmentenvironment in in in in whichwhichwhichwhichwewewewe performperformperformperform ourourourour taskstaskstaskstaskswewewewe performperformperformperform ourourourour taskstaskstaskstasks
There are 3 different types of context:
1. Physical context
2. Media context2. Media context
3. Modal context
context with a little “c”
PhysicalPhysicalPhysicalPhysical contextcontextcontextcontext
where I amwhere I am
http://bit.ly/wXGpNAhttp://bit.ly/yoBk7d
context with a little “c”
PhysicalPhysicalPhysicalPhysical contextcontextcontextcontextIn which environment I amIn which environment I am
• at home• on a bus• in the streets
carVS • in the streets
• in my office• in a shop
VS train
http://www.textndrive.comhttp://www.whatsapp.com
context with a little “c”
Media Media Media Media contextcontextcontextcontext
The device I am usingThe device I am using
• Connectivity
• Screen size
• Camera
• etc …
http://www.facebook.com
context with a little “c”
ModalModalModalModal contextcontextcontextcontext
My present state of mindMy present state of mind
what I am doing right now
How I feel right now
http://www.runens.comhttp://photostatsapp.com/http://babypad.mezmedia.com
…again on “big C” VS “little c”
I only care I only care I only care about…
I only care about…
Context context
user Developer(you)
…again on “big C” VS “little c”
Your users do not care about physicality, media, or modes…or modes…
They simply care about the app perceived value:
ContextContext
…again on “big C” VS “little c”
GoodGoodGoodGood Design Design Design Design means making the contexttransparent to the usertransparent to the user
We have to create apps that anticipate andsolve problems with little or no action fromthe userthe user
The Mobile golden rule
If you can unlock the state of mind of your users and start start start start mind of your users and start start start start thinking thinking thinking thinking in their contextin their contextin their contextin their context,
understanding how a mobile experience will add value to their livesadd value to their livesadd value to their livesadd value to their lives, you will have the ever-elusive…ever-elusive…
KILLER APP
How can I apply the golden rule?
Think of your app in the different contexts
• Who Who Who Who is is is is your your your your user? user? user? user? Business man, teenager, mum…• Who Who Who Who is is is is your your your your user? user? user? user? Business man, teenager, mum…
• What is happening? What is happening? What is happening? What is happening? Are they hanging out with friends?
• When will When will When will When will he interacthe interacthe interacthe interact? ? ? ? @home? @work? waiting for the bus?
• Where Where Where Where is he? is he? is he? is he? Public/private space, inside/outside, day/night• Where Where Where Where is he? is he? is he? is he? Public/private space, inside/outside, day/night
• Why will Why will Why will Why will he he he he use use use use your your your your app?app?app?app? How do you give Context?
• How How How How is he is he is he is he using using using using his mobile device? his mobile device? his mobile device? his mobile device? Is the device held in the hand? Portrait or landscape?
Examples
http://www.soundhound.com
Examples 2
http://www.endomondo.com
Examples 3
http://www.instagr.am
Roadmap
• Designing for Context• Designing for Context
• Developing a Mobile Strategy
• Types of Mobile Applications
Developing a Mobile Strategy
Mobile Mobile Mobile Mobile StrategyStrategyStrategyStrategy =
how much it will cost you to develope your app?
How much timetimetimetime?
How much efforteffortefforteffort?How much efforteffortefforteffort?
How much moneymoneymoneymoney?
Busting the first myth
Mobile design and Mobile design and Mobile design and Mobile design and
developmentdevelopmentdevelopmentdevelopment isisisis notnotnotnot cheapcheapcheapcheap!!!!developmentdevelopmentdevelopmentdevelopment isisisis notnotnotnot cheapcheapcheapcheap!!!!
http://www.slideshare.net/fling/native-v-hybrid-v-web
Busting the first myth
http://www.slideshare.net/fling/native-v-hybrid-v-web
Busting the first myth
You have to sum this price for each platformyou want to supportyou want to support
Even withPhonegap!
http://www.slideshare.net/fling/native-v-hybrid-v-web
The new rules for a mobile strategy
Remember, mobile is a new medium � differentdifferentdifferentdifferent rulesrulesrulesrules� differentdifferentdifferentdifferent rulesrulesrulesrules
Don’t try to follow “traditional rules” since mobile hasits own peculiarities:
• context, • context, • location, user mood• device fragmentation• unique UI rules• ...
Rule #1
Mobile is an ever-evolving area
Forget what you think you know
Mobile is an ever-evolving area � today you are already outdated
• Forget what you think you know about mobile– It is most likely incorrect
• Don’t try to emulate other projects• Don’t try to emulate other projects– Focus on what is right for your user, not what is right for
someone else’s user
• Start at the beginning– Provide new perspectives, and breathe life into the project
right from the start
Rule #2
• Don’t trust any report, fact, or figure that 1-2 years old
Believe what you see, not what you read
• Don’t trust any report, fact, or figure that 1-2 years old– It is most likely wrong
• Go to your users and ask them questions in person– Don’t try to simply validate your ideas
• Record everything– Your own users’ worlds will help you in focussing on their need– Your own users’ worlds will help you in focussing on their need
• Don’t forget to innovate– Try new things, be bold, and don’t be afraid to fail.
• Have a contingency plan– If your plan fails to meet expectations, try to reuse what
you’ve learned or done on something else
Rule #3
Constraints never come first
• Avoid talking about constraints at an early-stage brainstorming session– Refer back to Rule #1 and forget what you think you know
• there will always be constraints in mobile, accept it!
• Focus on strategy first, what they user needs, and lay • Focus on strategy first, what they user needs, and lay down the features– Then, if the constraints become an issue, fall back to the
user goals
• There is always an alternative
Rule #4
Focus on context, goals and needs
goals
needsuser
context
actions
Rule #4
Focus on context, goals and needs
1. Defining the users’ context is the first thing to do – without it, you don’t have a mobile strategy, you have only a
plan of action
2. Uncover the users’ goals– and then try and understand how the users’ context alters
their goalstheir goals
3. With goals understood, figure out the tasks the users want to perform
4. Look for ways to filter content by context– for example: location, media, and model.
Rule #5
You can’t support everything
• Don’t try to support everything – Start with the devices that best represent your core core core core customercustomercustomercustomer
• The most popular might not always be the bestbestbestbest device for your project
• Check your server logs server logs server logs server logs for the devices accessing your • Check your server logs server logs server logs server logs for the devices accessing your site– These are the first devices to target
• Go to a mobile phones store and do a little market little market little market little market researchresearchresearchresearch to find out the recommended devices for your target customer
Rule #6
Don’t convert, create
Great mobile products are created, never ported!
• Understand your user and his context– Having an idea of how and when users will access your content
will aid in understanding how to best create a tailored mobile experienceexperience
• Mobile is a unique medium
Rule #6 - example
Rule #7
Keep it simple
People want to use mobile devices in a simple way
• Simplicity � fewer problems
• Easier to iterate and evolve your app
• Don’t try to create a desktop software on a mobile!• Adding feature after feature is an easy trap to fall in
• Build the experience around your users’ main need and nothing else
Roadmap
• Designing for Context• Designing for Context
• Developing a Mobile Strategy
• Types of Mobile Applications– Mobile Application Medium Type
– Mobile Application Context– Mobile Application Context
Types of Mobile Applications
In the following we will talk about:
• Mobile Mobile Mobile Mobile ApplicationApplicationApplicationApplication Medium Medium Medium Medium TypesTypesTypesTypes– the technologytechnologytechnologytechnology presenting the content to the user
• ex. SMS, native app, web app …
• Mobile Mobile Mobile Mobile ApplicationApplicationApplicationApplication ContextContextContextContext• Mobile Mobile Mobile Mobile ApplicationApplicationApplicationApplication ContextContextContextContext– the type of experienceexperienceexperienceexperience provided to the user
• ex. utility, informative, productivity …
Mobile app medium types
The technologytechnologytechnologytechnology presenting the content to the user
SMS
Mobile Websites
Mobile Web Widgets
Mobile Web AppsMobile Web Apps
Native Apps
Games
The user sends an SMS to a 5-digit code and then hecan get:
Mobile app medium types: SMS
can get:
• textual information
• a link to premium content
• a service
Most common use: ringtones and wallpapers
http://smstweet.com/
Mobile app medium types: SMS
PROSPROSPROSPROS
• they work on any mobile device any mobile device any mobile device any mobile device nearly instantaneously• they work on any mobile device any mobile device any mobile device any mobile device nearly instantaneously
• useful for sending timely alerts to the user
• they can be incorporated into any web or mobile app
• simple to set up and manage
CONSCONSCONSCONSCONSCONSCONSCONS
• limited to 160 characters
• limited text-based experience
• can be very expensive
Mobile app medium types: Mobile Websites
A website designed for Mobile devices
It is NOT about viewing on a mobiledevice a website designed fordesktop browsers
Features:– Simple architecture– Simple navigation links– Simple design– Informational in nature
(typically, less interactive)
Mobile app medium types: Mobile Websites
PROSPROSPROSPROS
• easy to create, maintain, and publish• easy to create, maintain, and publish
• you can use the same tools and techniques for desktop sites
• nearly all mobile devices can view mobile websites
CONSCONSCONSCONSCONSCONSCONSCONS
• devices fragmentation
• limited experience
• they can load pages slowly
– network latency
Mobile app medium types: Web Widget
Small web apps that cannot run by themselves, theymust run on top of “something else”must run on top of “something else”
Known also as: portlet, web part, gadget, badge, module, webjit, capsule, snippet, mini, flake
For example, Android has supported widgets natively since April 30, 2009
http://bit.ly/yNvwEd
Mobile app medium types: Web Widget
PROSPROSPROSPROS• easy to create using basic HTML, CSS, JavaScript• easy to create using basic HTML, CSS, JavaScript• simple to deploy across multiple handsets• They can directly access device features and offline use
CONSCONSCONSCONS• typically require a compatible widget platform to be • typically require a compatible widget platform to be
installed on the device• require learning additional proprietary, non-standard
techniques
Mobile app medium types: Web App
Mobile apps that run on the mobileweb browser developed usingweb browser developed usingstandard technologies
ex. HTML, CSS, Javascript
Differently from mobile websites,they offer an “app-like” experiencethey offer an “app-like” experience
ex. buttons, actions, real-time
data, no pages metaphor
http://touch.facebook.com
Mobile app medium types: Web App
PROSPROSPROSPROS
• easy to create using basic HTML, CSS and JavaScript• easy to create using basic HTML, CSS and JavaScript
• simple to deploy across multiple handsets
• better user experience and rich design
• content is accessible on any mobile web browser
CONSCONSCONSCONSCONSCONSCONSCONS
• difficult to support across multiple devices.
• they don’t always support native application features– offline mode, location, filesystem access, camera …
Mobile app medium types: Native Apps
Developed for a specific platformplatformplatformplatform
Certified, sold and distributed via anoperator portal or an appappappapp storestorestorestore
It sits on top of the device platform
� you can access all the device’s features
� need for certification
http://www.glancee.com/
Mobile app medium types: Native Apps
PROSPROSPROSPROS
• best-in-class user experience, rich design and tapping • best-in-class user experience, rich design and tapping into device features and offline use
• relatively simple to develop for a single platform
• access to app stores (you can charge for your apps)
CONSCONSCONSCONSCONSCONSCONSCONS
• developing for multiple device platforms is costly
• require certification and distribution from an app store
• you have to share revenue with platform vendors
Mobile app medium types: Games
Technically they are like native apps, however:
• they cannot be esasily developed with web technologies• they cannot be esasily developed with web technologies– performance with vector graphics
• porting them to multiple platforms is a bit easier– the graphic engine does not use device APIs
www.angrybirds.com
Mobile app medium types: Games
PROSPROSPROSPROS
• simple and easy way to create an immersive experience• simple and easy way to create an immersive experience
• can be ported to multiple devices relatively easily
CONSCONSCONSCONS
• can be costly to develop as an original game title• can be costly to develop as an original game title
• cannot easily be ported to the mobile web
www.angrybirds.com
Mobile app medium types: summary
Roadmap
• Designing for Context• Designing for Context
• Developing a Mobile Strategy
• Types of Mobile Applications– Mobile Application Medium Type
– Mobile Application Context– Mobile Application Context
Mobile App Context
The type of experienceexperienceexperienceexperience provided to the user
Utility
Locale
Informative
Productivity
Immersive
Mobile App Context
Applications can be presented in different ways
es. taks-based utility, immersive experience, etc…es. taks-based utility, immersive experience, etc…
• Typically, it is best to choose oneoneoneone app context and present it to the user
� don’t mix don’t mix don’t mix don’t mix appappappapp contextscontextscontextscontexts!!!!
• TIP:TIP:TIP:TIP: if you really need to switch context within your app, let the user choose when to switch
Mobile App Context: Utility
• short, taskshort, taskshort, taskshort, task----based scenariosbased scenariosbased scenariosbased scenarios
• minimalminimalminimalminimal informationinformationinformationinformation from the user• minimalminimalminimalminimal informationinformationinformationinformation from the user
• minimal designminimal designminimal designminimal design
ex.
calculator
alarm clockalarm clock
weather forecast
Mobile App Context: Locale
• it provides info about “what’s around”
• recurrent feature: a mapmapmapmap on which data is displayed• recurrent feature: a mapmapmapmap on which data is displayed
• goal of the user: to find additional
info about his presentpresentpresentpresent locationlocationlocationlocation
ex.
find friends around
find pubs around
get route directions
https://foursquare.com
Mobile App Context: Informative
• Goal: to provideprovideprovideprovide information information information information to the user
• Task of the user: to readreadreadread and understandunderstandunderstandunderstand• Task of the user: to readreadreadread and understandunderstandunderstandunderstand
– not necessarily to interact
• remember that user tasks are
shortshortshortshort and can be interruptedinterruptedinterruptedinterrupted
ex.ex.
news
online directory
mobile commerce
https://www.pinterest.com
• Meant to increase user’s sense of efficiency
• Users have a clear goal in mind
Mobile App Context: Productivity
• Users have a clear goal in mind
• Very structured (with folders) – it gives a sense of order
• Follow a clear workflow
ex. mail, scanning, todo lists…ex. mail, scanning, todo lists…
TIPTIPTIPTIP: focus on the main task only, and
only after start adding other features
http://www.thegrizzlylabs.com/genius-scan/
Mobile App Context: Immersive
• immersive, fullfullfullfull----screenscreenscreenscreen app
• meant to consume the useruseruseruser’s focus’s focus’s focus’s focus• meant to consume the useruseruseruser’s focus’s focus’s focus’s focus
ex.
games
media players
entertainmententertainment
TIPTIPTIPTIP: you can use it as alternative to other app contexts
http://www.rockstargames.com/grandtheftauto3
Mobile App Context: Summary
References
Chapters 4-5-6
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