2. A brand, product and service innovation consultancy.
Working internationally for a wide range of global brands:
SAP, Motorola, SanDisk, NDS, Kodak, Comverse, BetterPlace
An expanding focus on the opportunities presented by mobile trends
and devices.
Carmel Ventures Workshop January 2011
3. Outline
The Business Perspective
The Platform Perspective
iOS: Key Technologies / Strengths
What Makes a Great Mobile Product?
Building a Mobile Product: a UX Driven Approach
New Products: Rapid Prototyping
Carmel Ventures Workshop January 2011
4. Part 01
The Business Perspective
Why Mobile Platforms?
Carmel Ventures Workshop January 2011
5. The Business Perspective: Why Mobile Platforms?
Why mobile platforms?
Carmel Ventures Workshop January 2011
6. The Business Perspective: Why Mobile Platforms?
Mobile devices are more
powerful than ever.
Carmel Ventures Workshop January 2011
7. The Business Perspective: Why Mobile Platforms?
Carrier control is largely
a thing of the past.
Carmel Ventures Workshop January 2011
8. The Business Perspective: Why Mobile Platforms?
Sell & deploy direct
to consumers.
App stores rule.
Carmel Ventures Workshop January 2011
11. The Business Perspective: Why Mobile Platforms?
New monetization
opportunities.
Ability to sell software to consumers in a super-easy way.
Ability to monetize content.
Who thought 2-3 years ago that NYT could sell content?
that Wired could? that local newspapers could?
Who thought you could sell indie software?
—!for a mass market?
Carmel Ventures Workshop January 2011
12. The Business Perspective: Why Mobile Platforms?
There are different
monetization models:
Carmel Ventures Workshop January 2011
13. The Business Perspective: Why Mobile Platforms?
Freemium
ngmoco
Rolando 2
Free
Carmel Ventures Workshop January 2011
14. The Business Perspective: Why Mobile Platforms?
Selling apps + in app purchases
Borange Inc.
Textie
Free
Carmel Ventures Workshop January 2011
15. The Business Perspective: Why Mobile Platforms?
Free consumer app > big backend server product
Airstrip
Monitoring
Remote
Patient
Monitoring
Free
Interfaces with a big,
commercial server side
solution that transmits this
information to mobile
devices.
Carmel Ventures Workshop December 2010
16. The Business Perspective: Why Mobile Platforms?
Free consumer app > extends web based ecosystem
Tumblr
Tumblr
Free
Carmel Ventures Workshop December 2010
17. The Business Perspective: Why Mobile Platforms?
Selling apps
Freemium
Selling apps + in app purchases
Free consumer app > big backend server product
Banks, EMRs, etc.
Free consumer app > extends web based ecosystem
These sometimes drastically improve the web-based service:
By an order of magnitude, twitter is better as a native iPhone app
than as a web app.
Subscription based charge
Might have challenges on iOS.
Carmel Ventures Workshop January 2011
18. The Business Perspective: Why Mobile Platforms?
Opportunities
A mobile app can expand our business outreach and make it
possible for more people to engage with us, in broader use cases.
Carmel Ventures Workshop January 2011
22. Platforms
Native apps vs.
Web Apps vs.
Mobile Web Content
Native apps have many benefits
Web-based content may have immediate advantages
Carmel Ventures Workshop January 2011
23. The Business Perspective: Why Mobile Platforms?
Other
7%
The Most Used Mobile
Safari Android
22% 11% Web Browsers
November 2010
http://gs.statcounter.com/#mobile_browser-
ww-monthly-200910-201009
Nokia
17%
Opera
22%
The Android browser,
some BlackBerry & Nokia
browsers, Safari are all
BlackBerry based on WebKit.
19%
Carmel Ventures Workshop January 2011
25. Total U.S. Market & Smartphone Market Share
October 2010
Source: The Nielsen Company
Total U.S Market Share October 2010 U.S Smartphone OS Share October 2010
Smartphone
29.7% Apple iOS Windows
27.9% Mobile
14.0%
RIM BlackBerry Android
Feature Phone 27.4% 22.7%
70.3%
Carmel Ventures Workshop January 2011
26. Which Platform?
Choose the right
platform for the job
BlackBerry might be great for hardcore corporate
business users
Android might be good for stretching the
boundaries of system integration
Carmel Ventures Workshop January 2011
27. For the purpose of this talk
We’ll focus on iOS:
iPhone
iPod Touch
iPads
Carmel Ventures Workshop January 2011
28. Part 03
iOS: Key Technologies & Strengths
Carmel Ventures Workshop January 2011
29. iOS: Key Technologies & Strengths
Touch
Sensors
Incredible displays
Always connected
Multitouch gestures
Personal - almost intimate
(continues)
Carmel Ventures Workshop January 2011
30. iOS: Key Technologies & Strengths
Platform is opinionated
UI standards clearly defined
Apps are small, precise, focused
Apps run full screen
Touch = immediacy, intuitiveness
Carmel Ventures Workshop January 2011
31. Email on the desktop
battling for the user’s attention
Carmel Ventures Workshop January 2011
32. Mail
on an iPhone
Carmel Ventures Workshop January 2011
35. Part 04
What Makes a Great Mobile Product?
Carmel Ventures Workshop January 2011
36. What Makes a Great Mobile Product?
Do one thing
exceptionally well.
the best apps are laser-focused on a core idea.
for most companies, this idea takes some time to take in.
Carmel Ventures Workshop January 2011
37. Burbn, Inc.
Instagram
Free
Instagram has
gathered a whopping
one million users in
one month.
Carmel Ventures Workshop January 2011
38. What Makes a Great Mobile Product?
Simplify.
Simplify again.
Small screens & limited resources should help
us focus on the very essence of our product.
Devices are strong, but not super-powered. This helps us focus.
Squeeze only the very essence of your product.
Carmel Ventures Workshop January 2011
39. Garrett
Murray
Ego
$1.99
Carmel Ventures Workshop January 2011
40. Little Pixels
Get Home
$1.99
Carmel Ventures Workshop January 2011
41. What Makes a Great Mobile Product?
App = UX = Brand
For most, the app is the only tangible part of
your brand.
Carmel Ventures Workshop January 2011
42. Skype
Software
Skype
Free
Skype brand is inseparable
from Skype the app. It is
the main touch point with
it’s audiences. Far more
significant than traditional
touch points like it’s
website.
Carmel Ventures Workshop January 2011
43. What Makes a Great Mobile Product?
The UI is the app.
Users perceive the UI as the product.
They are unaware of everything else.
Understanding this is key to planing the product’s scope & story.
Carmel Ventures Workshop January 2011
44. Shazam
Entertainment ltd.
Shazam
Free
Carmel Ventures Workshop January 2011
45. What Makes a Great Mobile Product?
It’s not about you.
Users don’t interact with you, they interact
with one more app on their iPhone.
Adhering to platform conventions &
expectations can be crucial for success.
Carmel Ventures Workshop January 2011
46. Twitter, Foursquare, Textie, Things,
Design Observer
Are just a few apps that I experience
occasionally when using my iPhone.
Carmel Ventures Workshop January 2011
47. What Makes a Great Mobile Product?
Guidelines
Certain things are done in certain ways on each platform.
Controls & elements have specific uses, sizes & behaviors.
Misusing those can cause confusion & frustration.
Carmel Ventures Workshop January 2011
48. Immersive App Utility App Productivity App
WeightBot Weather Things
Carmel Ventures Workshop January 2011
49. What Makes a Great Mobile Product?
Be platform specific.
Cross-platform-ness might sound like a
good idea, but as a strict requirement it
might cripple innovation
Carmel Ventures Workshop January 2011
50. Dropbox
iPhone + Android
Carmel Ventures Workshop January 2011
51. Yahoo
Flickr
iPhone
Let’s compare this
to the WP7 version...
Carmel Ventures Workshop January 2011
52. Yahoo
Flickr
Windows
Phone 7
Watch this video on: http://www.flickr.com/windows7/
Carmel Ventures Workshop January 2011
53. Twitter Inc.
Twitter
iPhone + Android
Carmel Ventures Workshop January 2011
54. What Makes a Great Mobile Product?
Quick point to consider
Mobile version !=
Porting existing software
Carmel Ventures Workshop January 2011
55. What Makes a Great Mobile Product?
A good mobile app would:
Fuse your company’s
strengths with the
platform’s sweet spots.
Carmel Ventures Workshop January 2011
56. Guardian
News &
Media
The
Guardian
Eyewitness
Free
Carmel Ventures Workshop January 2011
57. Part 05
Building a Mobile Product
a UX Driven Approach
Carmel Ventures Workshop January 2011
58. Product Development: A UX-driven process
The best apps are
developed using a UX
driven process.
This is how apple does it.
Carmel Ventures Workshop January 2011
59. Product Development: A UX-driven process
At Apple:
Apps are realized as
pixel-perfect mockups first.
Before any code is written.
Carmel Ventures Workshop January 2011
60. Product Development: A UX-driven process
So,
What is UX driven
development?
Carmel Ventures Workshop January 2011
61. Product Development: A UX-driven process
UX driven development is:
Planning the product
around empowering
the user.
Starting with the user interface.
Carmel Ventures Workshop January 2011
62. Product Development: A UX-driven process
The main output of this process is:
A detailed planning of
the product’s UI.
We call this Schematics.
Carmel Ventures Workshop January 2011
63. Product Development: A UX-driven process
Schematics
Carmel Ventures Workshop January 2011
64. Product Development: A UX-driven process
Schematics align teams
around visible, tangible
functionality.
Schematics reduce mistakes,
misunderstandings & mishaps.
Carmel Ventures Workshop January 2011
65. Product Development: A UX-driven process
Let’s go through a
typical process:
Carmel Ventures Workshop January 2011
66. Product Development: A UX-driven process
Concept to Product
UX driven process
Carmel Ventures Workshop January 2011
67. Product Development: A UX-driven process
User Research (shadowing)
Presentation at McKesson December 2010
68. Product Development: A UX-driven process
Ideation
Presentation at McKesson December 2010
69. Product Development: A UX-driven process
Scope Definition
NewCo TV UIphone
Presentation at McKesson December 2010
70. Product Development: A UX-driven process
Schematic Design
Carmel Ventures Workshop January 2011
72. Product Development: A UX-driven process
UX Design Process + Development Process
Carmel Ventures Workshop January 2011
73. Product Development: A UX-driven process
This process makes business sense:
A detailed planning of
the product’s UI sets
expectations & nails
down requirements.
Carmel Ventures Workshop January 2011
74. Product Development: A UX-driven process
This process usually results in:
Internal alignment & motivation.
Better product.
Faster time to market.
Better market traction.
Carmel Ventures Workshop January 2011
76. New Products: Rapid Prototyping
In a relatively small period of time
A small group can
plan, design & build a
mockup/prototype that
has tremendous impact.
Mockups = a static visual design of a non-existing product / feature
Carmel Ventures Workshop January 2011
78. New Products: Rapid Prototyping
Mockups make
theory tangible.
Can persuade internally
Clarify product needs
A strong marketing tool
Carmel Ventures Workshop January 2011
79. Part 07
UX driven product development process
Case study:
tawkon
Carmel Ventures Workshop January 2011