The Mobile Question @ Big Design 2010

The Mobile Question:
Lessons in Design and Strategy for
Your Mobile Experience

Big Design Edition
#bigd10
?

@jeremyjohnson
#bigd10
#TheMobileQuestion

http://ffffound.com/image/eae112c8d844f8ea4cc8ec58ac5917e4e2abe20e

http://ffffound.com/image/fcd72119888f6da60ae415fcee1c9dbdd36e35db

pre 2007
(or Bi)

http://ffffound.com/image/f7a382ebc4ace7fade36c0542040320db1d0559e

mobile internet
adoption = >12%

pre 2007
Hard time getting adoption
with feature phones and
carriers
today
40% 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)

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

hi
http://images2.pocket-lint.com/images/nBhz/another-exploding-iphone-reported-france-0.jpg

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/

little less...

http://ffffound.com/image/42d4521ab29e3dbd7151cc855a69e21383f6b455

UX Lisbon: The Next 10 Years
“Clients ask for applications to be
designed and created but often, they
can't see the next ﬁve years so they
don't where they are going. For
instance, the biggest companies in
the World do not know what to do
with mobile.”
http://www.lukew.com/ff/entry.asp?1098

“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

Combo box

Navigation Button

Home Screen Name Edit

YOU
ON

me
again

http://images2.pocket-lint.com/images/nBhz/another-exploding-iphone-reported-france-0.jpg

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)

35% of smartphone
owners browse the
mobile Internet at least
daily versus only 4% of
featurephone owners


71% of all smartphone users use Internet
88% of iPhone users use Internet
92% of Android users use Internet

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"Gill, David" <David.Gill@nielsen.com>

http://wapreview.com/blog/?p=6828

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)

“...why they ignore all
devices except
iPhone. Not everyone
has an iPhone. Could
you speak to the non-
iPhone users...” 12/2009

» Symbian’s share of smartphone
requests fell from 43% in February
2009 to 18% in February 2010.

» iPhone OS increased from 33% in February
2009 to 50% in February 2010.
» Android increased its share from 2% to 24%
year-on-year

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

“BlackBerrys are still the best-
selling smartphones in the U.S.,
and their web presence rounds
down to zero...”
http://daringﬁreball.net/2010/05/ipad_android_web_trafﬁc_share

1 in 2 Americans Will Have a Smartphone
by Christmas 2011
from 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.

Step 1:
What
kind of mobile
experience are you
creating?

First Step in your mobile plan:
What app/site are you building?

1) Mobile First
2) Content

3) Application or ecommerce

4) Entertainment

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.

s
quick note

» 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.

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)

s
quick note

» 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.

“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

s
quick note

» 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?

Definition:

Games, sound or video
experiences, that need
deep phone integration
and high fidelity
graphics.

s
quick note

» 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

What type of experience are you creating?

1) Mobile First
2) Content
3) Application or ecommerce
4) Entertainment

Step 2:
Time to get into
design the process...

BER!!
REMEM

Don’t forget your process!

quick answer...

NOT EVERYTHING! or at least use progressive disclosure!

“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.”
Joe Marini's Designing and Developing for the Rich Mobile
Webpresentation at Microsoft's MIX10 conference


Mobile plan

What needs to go mobile? List out top 3-5 features that:

A. Are needed for your
business
B. or, are specific to the
mobile context

“I’m just playing around”

goal vs. leisure
“I need to find a pizza joint”

http://www.bbc.co.uk/blogs/bbcinternet/2010/02/bbc_online_our_mobile_future.html

leisure
leisure
mix goal

“only”


mix
? leisure
leisure ?
goal

“only”


http://bango.com/mobileanalytics/default.aspx analytics

Business Users?
International Audience?
Targeted Companies?

http://arstechnica.com/apple/news/2010/03/iphone-os-still-dominates-mobile-web-android-on-the-way-up.ars

Mobile plan

Who are our mobile users?

A. What persona are you
designing for?
B. What devices are they
using?

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/

The MUX Archetypes I propose are:

1. Application Centric
2. Activity Centric
3. Timeline Centric
4. Context (Location) Centric
5. Process/Task Centric
6. Emotion Centric
7. People/Identity Centric

“Can we look at a user interface and guess what it’s going to do for us? If the
answer is a!tentative yes, it probably means its interaction model is based on a
common archetype.”
http://johnnyholland.org/2010/05/17/archetypes-and-their-use-in-mobile-ux/

try, play, use

http://www.fastcompany.com/article/2010-year-app-apple-ipad-iphone-smartphone

Mobile plan

How to design for mobile?

A. Touch, click, scroll, or tap?
B. Get the devices
C. Homework: Try everything!

What devices do we need to
focus on?

The devices your users have...

If you currently have users...
analytics FTW!

Data from current users muddling
through your desktop site...

“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.”

- Cameron Moll

http://cameronmoll.tumblr.com/post/498950232/the-mobile-web-vs-the-objective-c-web

1st


Content
90% = “Option A”
» WAP HTML Based
» Native BlackBerry

Mobile plan

What devices do we focus on?

A. Check your analytics
B. Survey your users

Today’s World...:

Native iPhone: Object-C
Native Android: Java
Native BlackBerry: Java
Native Palm: WebOS
Native Windows Phone: Silverlight
Flash Lite / Flash
HTML5 / CSS3 Let’s focu
» PhoneGap s on this
» Etc...

The most
useful for
getting a rich
experience to
the most HTML5
mobile internet
users, at the
lowest cost.

HTML5 / CSS3
Here 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 / CSS3
Here 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 / CSS3 They’re ﬁ
xing thes
Here are the cons of web app development: e...

» 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.

http://building-iphone-apps.labs.oreilly.com/ch01.html#ch01_id35931969

“In many ways, HTML5 is just the baseline of where mobile
browsers are headed. Many companies, from carriers to
handset manufacturers, are looking to mobile browser
innovation as a key to their mobile strategies.”
http://radar.oreilly.com/2010/05/mobile-operating-systems-and-b.html

“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

What technologies do we use?

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?

Application or ecommerce

Feature A
Feature B
Feature C

Multiple
Application? Yes Yes
Platforms?

No

Audio, video, or Native app
Yes
camera needed? needed

No

Does in need to
Web based
be available in the No
app
app stores?

Make this into a uestion:
The Mobile Q d Strategy for Your Mobile Experience
ign an
worksheet

Lessons in Des
workshop with your »What kind of mob
ile experience
are you creatin
g?

business owners.
Mobile First
Content
ecommerce
Application or
Entertainm ent

time to design b) are specific
to the mobile
context
to go mobile? ur business, or
» What needs needed for yo
p features that are a)
List out 3-5 to
1)
2)
3)
4)
5)

mobile users?
» Who are your
Goal Leisure
e usage:
on mobile devic
s or knowledge
List any current analytic

ile?
Design for mob User Experience team!)
» How do you your Design/ space:
(remember to en
gage mpete in your
s apps that co
well designed, review
List any known

HAVE!
YOUR USERS
focus on? THE DEVICES
do we need to
» What devices s or surveys, et
c...?
o from analytic
Any additional inf

use?
logies do we
» What techno
t?
Is Native a mus
Ye s No
to?
u have access
velopers do yo
W hat types of de

es?
your users/devic
ML5 work with
Can something like HT
Download from: Yes No

jeremyjohnsononline.com

LOCATION
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.”
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

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)

450,000
3.5 million apps

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)

A million iPads sold in 28
5/3

days (2.5x faster than the iPhone)
with 13 million app downloads.

http://www.readwriteweb.com/start/2010/04/why-you-need-to-be-developing-for-the-ipad-right-now.php

WINDOWS PHONE 7
What we know...

» Two screen sizes: 800x480 and 480x320
» Native apps built in Silverlight
» Browser is based on IE7 (could have
elements of IE8?)
» Out by Christmas

http://www.engadget.com/2010/03/15/windows-phone-7-series-will-be-wvga-at-launch-hvga-later/

Adobe essentially says Steve Jobs is a business-killing jerk (Update: “Go screw yourself Apple”)

http://www.engadget.com/2010/05/20/ﬂash-10-1-for-android-beta-unveiled-hulu-a-no-show-froyo-now/

How Google’s Chrome Web Store
impacts smartphones
“Google believes
that the web is the
ultimate app
platform and I tend
to agree, particularly
with all the
capabilities that
HTML5 will offer. It
also thinks that
smartphones will
make desktops
“irrelevant” in as few
as three years.”

http://www.intomobile.com/2010/05/19/how-googles-chrome-web-store-impacts-smartphones.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+IntoMobile+(IntoMobile)

questions?
Keep up with mobile trends now - follow:
@mobilefeeds

@jeremyjohnson

thanks!

@jeremyjohnson

The Mobile Question @ Big Design 2010

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