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Mobile product - "Build great apps!" at ProductTank Paris #17

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Slides from my talk at ProductTank Paris #17.
Many mobile product tips inside!

Publié dans : Mobile
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Mobile product - "Build great apps!" at ProductTank Paris #17

  1. 1. BUILD GREAT MOBILE APPS @AlexJubien
  2. 2. @AlexJubien Pioneer of mobile development
  3. 3. 2003 - 2007 Games Apps Dev / CTO
  4. 4. Deezer Viadeo (main competitor of Spotify) (main competitor of Linkedin) 2008 - 2012 Head of Mobile (Product)
  5. 5. Currently • ThinkMobile.fr • Independent consultant in Mobile Strategy (LeKiosk, Direct Energie, Merck MSD…) • Speaker, lecturer, trainer • Startups coach & advisor
  6. 6. App = Product
  7. 7. Prism of skills
  8. 8. Product Management methodologies: • ≈ Qualitative Marketing + design+ dev • Lean Startup, Customer Development, Design Thinking, Agile • User interviews • Prototyping, Beta test Different from: • ≠ Quantitative Marketing • ≠ Product Marketing • ≠ Market study / surveys • ≠ Focus groups • ≠ Classical Marketing methodologies WhoWhat • Understand needs, problems and desires or users • Find and develop the right solutions that will get them satisfied • Ongoing effort, continuous evolution • Growth, Love, Money How Why Build products that people Love! (and effectively use) Product Manager UX & Design Tech, R&D, innovation Marketing, Product Mktg, Sales Strategy, Business, Finance (Digital) Product Management
  9. 9. Find the right product + Build it right and make it great! Product that people love =
  10. 10. Customer development / Lean Startup + Build it right and make it great! Product that people love =
  11. 11. Customer development / Lean Startup + Agile / Scrum and make it great! Product that people love =
  12. 12. Customer development / Lean Startup + Agile / Scrum Design / UX Product that people love =
  13. 13. Few methodology tips
  14. 14. Ice-breaker Approach • For multi-platform development (iOS, Android, web app, etc.) • Don't launch developments in parallel • Use one of the platforms as a Ice-Breaker
  15. 15. Pros • Lessons learnt from one project will serve you on other projects:  Product decisions  Technical decisions  Methodology / ongoing improvement • Especially useful for API settings
  16. 16. Pros • Lessons learnt from one project will serve you on other projects:  Product decisions  Technical decisions  Methodology / ongoing improvement • Especially useful for API settings • Parallel development is still possible, but you have to be smart about it: each platform is an ice-breaker for the other on a given feature(split and switch)
  17. 17. MVP for an app? • Consider Manual first via SMS! • AppsFactory – kind of CMS that builds native apps (Mobile Roadie, Apps Builder, AppMachine…)
  18. 18. #MobileRevolution http://bit.ly/M-Revolution
  19. 19. 2015, The Year Of Mobile!
  20. 20. 2015, The Year Of Mobile!
  21. 21. Mobile • A technology without precedent in humanity history! • More activated SIM cards than people on the planet • Higher adoption than the pen… • … and the toothbrush!!! Inspiration from Mobile Guru @TomiAhonen
  22. 22. 2005 Election of Benedict XVI 2013 Ordination of pope Francis Game of differences
  23. 23. Revolution Mobile has profoundly changed our daily lives, so much that it’s becoming an extension of our brains.
  24. 24. Why?
  25. 25. Anywhere, Anytime1
  26. 26. Even here – 75% !
  27. 27. Gender parity
  28. 28. There’s an app for that!
  29. 29. The 1st ever connected device that people have on them at all times
  30. 30. Connected COMPUTING device = Solve problems = Utility
  31. 31. Our life companion
  32. 32. Design for interruption PC/Tablet = Scuba diving Mobile = Snorkelling Rachel @Hinman
  33. 33. Design for interruption • Divided attention • Plan for interruptions => save state • Plan for application re-entry
  34. 34. Design for interruption • Divided attention • Plan for interruptions => save state • Plan for application re-entry • And don't be too interruptive either! (notifications)
  35. 35. http://fr.slideshare.net/mmikowska/micromoments-mobile-ux Design for micro-moments Micro moments are brief interactions where apps can capture the attention of users and anticipate their needs in 5-10 seconds interactions (several times a day).
  36. 36. Micro interactions / Micro engagements http://microinteractions.com/what-is-a-microinteraction/ ‘The details are not the details. They make the design.’ - Charles Eames
  37. 37. Interactive notifications Inspiration Guide - by Urban Airship
  38. 38. Interactive notifications
  39. 39. + Ask for permissions nicely! The right way to ask iOS users for permissions
  40. 40. + Ask natively when possible
  41. 41. Digital World / Physical World 2
  42. 42. Use of Digital / Real Life
  43. 43. Mobile is the magic wand to digitize everything, including real world! Original quote by @AjitJaokar
  44. 44. Scan physical world Goggles Google Translate Shazam Winewoo FotoTiger Gaumont Anything(?) Music Movies Wine Facial recognition…
  45. 45. Augmented Reality Geolocation M-Commerce M-Payment
  46. 46. M2Store & Purchase Companion Store locator, offers / coupons, product info, price comparison… Prixing Décathlon by Vente Privée Shopkick
  47. 47. Powered by Amazon Scan & Buy
  48. 48. Scan real world
  49. 49. Anchor in physical world: Butler mode • John Paul • What if your app was a real person? • Ex Deezer, Viadeo
  50. 50. Immediacy3
  51. 51. 5 h TV Weather Time needed to get info
  52. 52. 5 h TV Web 5 m Weather Time needed to get info
  53. 53. 5 h TV Web 5 m Mobile 5 s Weather Time needed to get info
  54. 54. Pizza of death!
  55. 55. Your wishes granted 5s Want to listen to a music track Need to call a work contact 5s Deezer Viadeo
  56. 56. Design for speed • Content caching • Instant actions that work offline • Improve perceived speed • Network awareness • Reduction of latency, grouping and compression
  57. 57. Offline 1st = optimise speed
  58. 58. Content caching • Some content is accessible in off-line mode (caching or synchronisation) • This content can be used immediately • The application starts up in offline mode then connects at a subsequent stage • E.g.: Deezer, Pocket, Slideshare, Viadeo…
  59. 59. Instant actions that work offline • Action 'registered' immediately • Request sent when next connected • Examples within Pocket, Mail, Shazam: sending, tags, marking read... • You can act even without a network connection!
  60. 60. Network awareness • Consider: different app behaviour depending on the network • E.g. for a social networking app  Wi-Fi: pre-caching of contacts and contact profile images in the background, data via HTTPS due to lack of security  3G: standard operation, no HTTPS (too network- intensive)  2G/Edge: cut-down operation, no image loading
  61. 61. Latency time
  62. 62. Latency 2G: up to 5 seconds! time
  63. 63. Latency 1 sec 2 sec 3 sec
  64. 64. Latency => Grouping 1 sec 2 sec 3 sec
  65. 65. Grouping + compression (Zip) 1 sec 2 sec 3 sec
  66. 66. Compression • Consider: when serving a list request, include element data • Using compression, this is not too heavy on the network • But has an impact server-side
  67. 67. Perceived speed At a minimum, improve the user's perception: • Load minimally required data up front • Possible actions
  68. 68. Perceived speed At a minimum, improve the user's perception: • Load minimally required data up front • Possible actions • Load secondary data
  69. 69. Ease Of Use4
  70. 70. Ease of use
  71. 71. On mobile, UX is EXTREMELY important !
  72. 72. Failure: trying to be (too) innovative with the UI/UX
  73. 73. Failure: trying to be (too) innovative with the UI/UX • Risky, requires expertise, costly! • Focus on core functionality as a differentiator • Counterexamples / need for differentiation: Flipboard, Fantastical, Mailbox, Any.do, Path, …
  74. 74. Do not re-invent the wheel • Apple, Google, MS etc. have invested millions in the operating system UI/UX • Make the most of the OS's basic components / guidelines / most used apps • Your users will feel at home
  75. 75. Design / customisation e.g. Toolbar (iOS 6) Mail message Viadeo message Deezer Playlist
  76. 76. Design / customisation e.g. Toolbar (iOS 7) Mail message Viadeo message Deezer Playlist
  77. 77. Patterns Pttrns.com http://www.mobile-patterns.com/user-profiles
  78. 78. Animations • Shiny wizz wizz VS Serve a purpose • Zoom in / former Viadeo home • See Material Design / Motion - link
  79. 79. Beware of fashion trends! Side menu could cost you half your user engagement! Menu Tabs
  80. 80. The Mystery Meat of Mobile Navigation Ux-HowTo channel
  81. 81. Workflows VS Screens Design workflows rather than screens
  82. 82. Consistency
  83. 83. Consistency throughout flow Home News Profile
  84. 84. Consistency throughout flow Home News Profile
  85. 85. Consistency throughout app
  86. 86. Consistency throughout app
  87. 87. Consistency throughout app
  88. 88. Consistency throughout app
  89. 89. Consistency throughout app
  90. 90. Consistency throughout app
  91. 91. Prototyping • Test the flow! • Proto.io • Invision • Pop
  92. 92. Reducing Points Of Friction 5
  93. 93. Friction Things that prevent users / consumers from moving forward
  94. 94. Private car rental between individuals Issue = picking up keys Getaround Carkit Techcrunch: Reduce Friction, Increase Happyness
  95. 95. Anti Friction Services (the french ‘Open Table’) (french / train travels)
  96. 96. On-boarding Put more work into the initial contact with the service (login, sign-up, home screen…)
  97. 97. • Regularly test the new user experience • Upsell features / call to action On-boarding
  98. 98. Helpdesk / In-App LiveChat Video InApp LiveChat (EN)
  99. 99. Solving problems • AppStore comments (jungle) • Collect feedbacks, listen helpdesk • Analytics / understand when and where problems happen • User interviews (à la Cust Dev)
  100. 100. QA matters • What if your app IS the point of FRICTION? • Not updated instantly, bad ratings, users drop off… • Service providers: Stardust, Applause, Ferpection… • Interim students
  101. 101. Reviews / ratings Are you satisfied?
  102. 102. Reviews / ratings Are you satisfied? Rate the app! Yes App store
  103. 103. Reviews / ratings Are you satisfied? Rate the app! Give us your feedback Yes No App store
  104. 104. Reviews / ratings Are you satisfied? Rate the app! Give us your feedback Yes No App store The right way to ask users to review your app
  105. 105. Reviews / ratings: Use Case: LeKiosk !!!
  106. 106. In-App feedback Put this in place to:  Encourage high ratings  Avoid negative reviews  Turn dissatisfied users into satisfied users + good ratings  Gather feedback and (product) suggestions
  107. 107. http://www.developereconomics.com/tools/ Great directory of tools
  108. 108. Private car rental between individuals Issue = picking up keys Getaround Carkit Techcrunch: Reduce Friction, Increase Happyness
  109. 109. Hub Of Sensors & IoT6
  110. 110. On mobile, contextis King! Context = Place + Time + Purpose
  111. 111. On mobile, contextis King! Context = Place + Time + Purpose "Context aware" apps: Google provides tools for in-app context detection (driving, walking, at work...)
  112. 112. Mobile is at the Heart of the Internet Of Things 6 Mega-Trends for Mobile in 2015 – by Azetone
  113. 113. miCoach Adidas miCoach Sports coaching
  114. 114. Thermostat Nest
  115. 115. Key takeways (so far!) 1. Anchor your app experience in real world / real life 2. Design workflows with consistency in mind 3. Design for interruptions & micromoments 4. Design for speed and think offline first 5. Get feedback and reduce friction 6. Make your app context aware
  116. 116. Adding sensors is like adding powers
  117. 117. Superpowers?7
  118. 118. Are you telepathic?
  119. 119. Call = Transmission of thought 1.0: • 30 second latency (time for calling) • Need to speak out loud • Doesn’t always work => messaging
  120. 120. When Technology meets Sci-Fi
  121. 121. Power Version Mobile powered Transmission of thought 1.0 Omniscience (Wikipédia) 0.8 Telekinesis (IoT) 0.3 Controlling time (self orga) 0.3 Predicting the future (big data) 0.1 Being invicible / healing (mHealth) 0.3 Firing lightening bolts 0 Flying 0.5 Teleportation 0.1 Collective conscience / intelligence 2.0 + 3D printing!
  122. 122. To be heroes of mobile, provide Superpowers to your users!
  123. 123. Thx! Alexandre Jubien Mobile Strategist Pioneer of mobile 12 years ago! Apps & Mobile Startups expert Previously Head of Mobile at Viadeo Previously Head of Mobile at Deezer ajubien@thinkmobile.fr Blog linkedin.com/in/ajubien @AlexJubien ThinkMobile.fr Contact: About: ThinkMobile Newsletter (Mobile, Innovation, Startups)

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