23. “I found myself writing
differently because I
understood that the medium
that was going to be used to
acquire, consume and share
... was different.”
– Seth Godin
34. MINIMIZE
USER INPUT
•Selection not entry •Auto complete
•Smart defaults •Auto correct
•Small lists •No duplication
•Infer •Access keys
•Lookup •No need for help
50. LESS SPACE
• Remove redundancy ruthlessly
• Keep it simple
• Be clear and concise
• Abbreviate
• White space is important but
don’t waste space
• HIG/design guidelines
• Be flexible
Tomi’s 7 differences of internet on mobile1 - Personal2 - Permanently carried3 - Always on4 - Built in payment capabilities5 - Available on creative impulse6 - Best audience info7 - Captures social context
“First, understand the user’s world, then figure out how your design fits in”