The Mobile Question: Lessons in Design and Strategy for Your Mobile Experience ?
Mobile projects?
?
hello.
@jeremyjohnson
#ias10#TheMobileQuestion
http://ffffound.com/image/eae112c8d844f8ea4cc8ec58ac5917e4e2abe20e
http://ffffound.com/image/fcd72119888f6da60ae415fcee1c9dbdd36e35db
http://ffffound.com/image/f7a382ebc4ace7fade36c0542040320db1d0559e
pre 2007(or Bi)
mobile internet adoption = >12%
Hard time getting adoption with feature phones and carriers
pre 2007
today40% of Pandora users are mobile - and mobile now has more sessions (2.5x) than the desktop site(now adding 30,000 iPhone listeners a day)
?A)
B) far off
http://www.fubiz.net/2009/03/17/microsoft-sustainability/
http://www.engadget.com/2008/02/25/nokias-nanotech-morph-goes-on-display-signals-melting-devices/
http://www.readwriteweb.com/archives/gphone_concepts_and_possible_specs.php
http://images2.pocket-lint.com/images/nBhz/another-exploding-iphone-reported-france-0.jpg
hi
http://ffffound.com/image/8e68da2f5dd54408c5830cb96d3927708d71e823
It took the iPod 17 quarters to reach 30 million units. The iPhone did it in 10.
http://brainstormtech.blogs.fortune.cnn.com/2009/11/25/chart-ipod-vs-iphone/
B) far off
http://ffffound.com/image/42d4521ab29e3dbd7151cc855a69e21383f6b455
little less...
“we need to go mobile...”
“we need an iPhone app...”
“...why [do] they ignore all devices except [the]iPhone. Not everyone has an iPhone. Could you speak to the non-iPhone users...” 12/2009
UX
Navigation Button
Combo box
Screen NameHome Edit
ON
YOU
http://images2.pocket-lint.com/images/nBhz/another-exploding-iphone-reported-france-0.jpg
me again
85+ Million
iPhones, in particular, can generate as much traffic as 30 basic feature phones
http://www.lukew.com/ff/entry.asp?1042&utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+FunctioningForm+(LukeW+Ideation+%2B+Design)
http://www.lukew.com/ff/entry.asp?1042&utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+FunctioningForm+(LukeW+Ideation+%2B+Design)
35% of smartphone owners browse the mobile Internet at least daily versus only 4% of featurephone owners
71% of all smartphone users use Internet88% of iPhone users use Internet92% of Android users use Internet
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"Gill, David" <[email protected]>
http://wapreview.com/blog/?p=6828
http://www.lukew.com/ff/entry.asp?1042&utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+FunctioningForm+(LukeW+Ideation+%2B+Design)
Smartphones make up a small percentage of the World's four billion cell phones but they differ drastically in their use.
non-smart phone users don’t use the mobile internet (much)
If it’s not EASY...
“...why they ignore all devices exceptiPhone. Not everyone has an iPhone. Could you speak to the non-iPhone users...” 12/2009
» iPhone OS increased from 33% in February 2009 to 50% in February 2010.
» Android increased its share from 2% to 24% year-on-year
» Symbian’s share of smartphone requests fell from 43% in February 2009 to 18% in February 2010.
http://www.intomobile.com/2010/03/29/admobs-february-2010-metrics-examine-the-use-of-smartphones-feature-phones-and-mids.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+IntoMobile+(IntoMobile)
http://arstechnica.com/apple/news/2010/03/iphone-os-still-dominates-mobile-web-android-on-the-way-up.ars
1 in 2 Americans Will Have a Smartphone by Christmas 2011from Original Signal
If you're not ready to bid farewell to the feature phone just yet, you might want to start preparing your goodbyes. Nielsen today said that by the end of 2011, smartphones will overtake feature phones up from a mere 10% in early 2008.
75%
What do we need to do?
ACTION!
we = ?
Step 1:
Whatkind of mobile experience are you creating?
1) Mobile First
2) Content
3) Application or ecommerce
4) Entertainment
First Step in your mobile plan:What app/site are you building?
1) Are you creating a mobile first solution?
Definition:
A solution that first exists to fill a mobile need, or is more valuable on a mobile device.
1) Are you creating a mobile first solution?
quick notes
» Start with a native application» Hit all major platforms (including web)» Be prepared to hire mobile experts» Market the app stores» Watch new devices as released
2) Taking your content mobile?
Definition:
Mostly text, or photos - very little “application style” interactions.
2) Taking your content mobile?
Usablenet's mobile platform, Usablenet Mobile (UM), is a fully managed service that extends a company's web site (or other source) functionality and content to a customized, dynamic, mobile view. Usablenet Mobile dynamically builds each mobile page based on the exact capabilities ofthe mobile phone accessing the client’s site.
To see the new mobile version, just go to techcrunch.com on any touch-screen mobile device. We’ll be adding full support for non-touchscreen models soon.
http://techcrunch.com/2010/03/17/techcrunch-mobile/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+Techcrunch+(TechCrunch)
quick notes
» Evaluate your internal skillsets» Research value to go mobile» Find out what devices your readers have» Research different development options
(mobile stylesheets, on-the-fly optimization, custom development...)
3) Moving desktop/web applications (or ecommerce) to mobile?
Definition:
Taking an interactive application or site and moving it to a mobile platform.
3) Moving desktop/web applications (or ecommerce) to mobile?
“Since we’re talking about an app for a phone, we might as well take advantage of voice.”
http://37signals.com/svn/posts/2234-launch-highrise-for-iphone
quick notes
» What technologies are your developers familiar with?
» Take stock of your features to see how they match up to devices
» Do you have services ready for a mobile app/site?
4) Going for entertainment?
Definition:
Games, sound or video experiences, that need deep phone integration and high fidelity graphics.
4) Going for entertainment?
quick notes
» Learn the pricing/gaming of the app stores» Be prepared to create native applications» Design matters!» Watch your reviews
“UI, Timing, Luck, and Features”
Mobile plan
1) Mobile First
2) Content
3) Application or ecommerce
4) Entertainment
What type of experience are you creating?
Time to get into design the process...
Step 2:
REMEMBER!!
Don’t forget your process!
What needs to go mobile?
quick answer...
NOT EVERYTHING!or at least use progressive disclosure!
Amazon example
“Good mobile apps focus on a few important tasks. Resist the temptation to make all the features of your main site into the ones that are most critical for mobile.”
http://www.lukew.com/ff/entry.asp?1028&utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+FunctioningForm+(LukeW+Ideation+%2B+Design)
Joe Marini's Designing and Developing for the Rich Mobile Webpresentation at Microsoft's MIX10 conference
Mobile plan
A. Are needed for your business
B. or, are specific to the mobile context
What needs to go mobile? List out top 3-5 features that:
Who are our mobile users?
goal vs. leisure
“I need to find a pizza joint”
“I’m just playing around”
http://www.bbc.co.uk/blogs/bbcinternet/2010/02/bbc_online_our_mobile_future.html
http://www.bbc.co.uk/blogs/bbcinternet/2010/02/bbc_online_our_mobile_future.html
goalleisure
leisure
mix
“only”
http://www.bbc.co.uk/blogs/bbcinternet/2010/02/bbc_online_our_mobile_future.html
goalleisure
leisure
mix
“only”
? ?
What are our users using?
?
analytics http://bango.com/mobileanalytics/default.aspx
http://arstechnica.com/apple/news/2010/03/iphone-os-still-dominates-mobile-web-android-on-the-way-up.ars
http://arstechnica.com/apple/news/2010/03/iphone-os-still-dominates-mobile-web-android-on-the-way-up.ars
Business Users?International Audience?Targeted Companies?
Mobile plan
A. What persona are you designing for?
B. What devices are they using?
Who are our mobile users?
How do you Design for mobile?
Free Printable Sketching, Wireframing and Note-Taking PDF Templates
http://www.uistencils.com/products/iphone-stencil-kit
http://www.teehanlax.com/blog/2009/06/18/iphone-gui-psd-30/
learn mobile ui
http://www.smashingmagazine.com/2010/03/11/forms-on-mobile-devices-modern-solutions/
http://www.fastcompany.com/article/2010-year-app-apple-ipad-iphone-smartphone
try, play, use
Finger Mouse
Mobile plan
A. Touch, click, scroll, or tap?B. Get the devicesC. Homework: Try everything!
How to design for mobile?
What devices do we need to focus on?
The devices your users have...
analytics FTW!If you currently have users...
Data from current users muddling through your desktop site...
http://www.bbc.co.uk/blogs/bbcinternet/2010/02/bbc_online_our_mobile_future.html
“Now, for a growing majority of mobile strategies that don’t require a global presence on widely varying devices, the discussion begins with iPhone. [...] And iPad app may soon replace iPhone app as the starting point.
Frankly, as the adoption rate of iPhone increases and if iPad follows suit, it will become increasingly difficult to argue in favor of a starting point other than iPhone OS. The NPR iPad app, for one, provides a much more pleasant user experience than NPR.org.”
http://cameronmoll.tumblr.com/post/498950232/the-mobile-web-vs-the-objective-c-web
- Cameron Moll
http://www.bbc.co.uk/blogs/bbcinternet/2010/02/bbc_online_our_mobile_future.html
1st
A) mobile first
B) $$$
C)Super Developers
but, remember...
“Option A”90% =Content
» WAP HTML Based» Native BlackBerry
?
75%
HTML5 HTML5 HTML5
Mobile plan
A. Check your analyticsB. Survey your users
What devices do we focus on?
What technologies do we use?
1) This is hard!
2) Native is better...
Today’s World...:
Native iPhone: Object-CNative Android: JavaNative BlackBerry: JavaNative Palm: WebOSNative Windows Phone: Silverlight
Flash Lite / Flash iPhoneHTML5 / CSS3
Let’s focus on this» PhoneGap» Etc...
Most useful for getting a rich experience to the most mobile internet users, at the lowest cost.
HTML5
HTML5 / CSS3Here are the pros of web app development:
» Web developers can use their current authoring tools.
» You can use your current web design and development skills.
» You are not limited to developing on the Mac OS.
» Your app will run on any device that has a web browser.
» You can fix bugs in real time.
» The development cycle is fast.
http://building-iphone-apps.labs.oreilly.com/ch01.html#ch01_id35931969
HTML5 / CSS3Here are the pros of web app development:
» Almost a silver bullet for “One Web”
» Works with URLs (you.com) or app stores (via phonegap, etc...)
» Highly skinable to different colors/designs
» Quick to prototype
HTML5 / CSS3Here are the cons of web app development:
» You cannot access the all cool hardware features of the phone.
» You have to roll your own payment system if you want to charge for the app.
» It can be difficult to achieve sophisticated UI effects.
They’re fixing these...
http://building-iphone-apps.labs.oreilly.com/ch01.html#ch01_id35931969
“It's a web app, but it doesn't feel like a web app”
http://www.tuaw.com/2010/04/09/adlib-apples-secret-web-app-weapon/
http://www.iphoneuserguide.com/apple/2010/04/09/iphone3g/apples-iad-service-is-entirely-html5/
Mobile plan
A. Is native a must?B. What type of developers
do you have access to?C. Can something like
HTML5 work with your users/devices?
What technologies do we use?
Decision Time!
Application or ecommerce
Feature AFeature BFeature C
Application? YesMultiple Platforms? Yes
No
Audio, video, or camera needed?
No
Yes
Does in need to be available in the app stores?
Native app needed
NoWeb based app
Trends
The company [Yahoo] is also going to target local search because it believes it can leverage the intimacy of a user’s location to deliver better results. All the major players are doing this, but Yahoo is showing some innovation with things like Sketch-A-Search.
“Mobile search results should be actual stuff that you care about blocks away from you,” said David Katz, VP of North America at Yahoo Mobile. “There are a lot of opportunities to use location – it can be when you’re near a certain point, and there’s also a lot of opportunity pairing location with a time of day.”
LOCATION
Yahoo eyes mobile for growth
CHECK-IN
Foursquare’s Growth Not Slowing Down: 725,000 Users, 22 Million Checkins
http://mashable.com/2010/03/29/foursquare-growth-numbers/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+Mashable+(Mashable)
MOBILE GAMING
http://mashable.com/2010/03/23/ipad-psp-ds-games/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+Mashable+(Mashable)
iPAD
Big iPhone?
revised their shipping forecasts for the iPad, and they now expect to ship 8-10 million devices by the end of 2010.
http://mashable.com/2010/03/29/apple-10-million-ipads/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+Mashable+(Mashable)
iPAD
http://www.intomobile.com/2010/04/09/ipad-infographic-shows-app-breakdown-ipad-usage-and-regional-adoption-with-cool-visuals.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+IntoMobile+(IntoMobile)
450,0003.5 million apps
http://www.readwriteweb.com/start/2010/04/why-you-need-to-be-developing-for-the-ipad-right-now.php
WINDOWS PHONE 7
WINDOWS PHONE 7
» Two screen sizes: 800x480 and 480x320» Native apps built in Silverlight» Browser is based on IE7 (could have
elements of IE8?)» Out by Christmas
What we know...
http://www.engadget.com/2010/03/15/windows-phone-7-series-will-be-wvga-at-launch-hvga-later/
FLASH ON MOBILE
Adobe essentially says Steve Jobs is a business-killing jerk (Update: “Go screw yourself Apple”)
HTML5
questions?
@jeremyjohnsonjeremyjohnsononline.com
Keep up with mobile trends - follow @mobilefeeds
thanks!
@jeremyjohnsonjeremyjohnsononline.com