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Beyond the hamburger menu - Reasons:London, 20 Feb 2015

Slides from my talk at Reasons:London on the 20th of Feb where I talked about 10 things you need to know about mobile.

http://reasons.to/

Beyond the hamburger menu - Reasons:London, 20 Feb 2015

  1. 1. www.flickr.com/photos/alexnormand/5992512756 @annadahlstrom | Reasons:London, 20 February 2015 BEYOND THE
 
 MENU WHAT YOU NEED TO KNOW ABOUT DESIGNING FOR MULTIPLE DEVICES hamburger
  2. 2. What 
 about Wall•E? www.robotshop.com/blog/where-is-wall-e-1391
  3. 3. “ Design for everyone and you design for no-one” https://www.flickr.com/photos/coofdy/12245978213/in/photostream/
  4. 4. https://www.flickr.com/photos/fotobib/13759982694 With mobile the 
 impossible has become possible
  5. 5. www.flickr.com/photos/exlibris/2552107635 “ A third of all smartphone users in the U.K. —or 11 million adults—check their phone within five minutes of waking. ” - Source: WSJ
  6. 6. https://www.flickr.com/photos/bfishadow/4604166391 “ Just a giant iPhone. ”
  7. 7. 1. 
 Move away from mobile
  8. 8. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile. mobile.
  9. 9. www.flickr.com/photos/alexnormand/5992512756 It’s amazing!!!
  10. 10. www.flickr.com/photos/alexnormand/5992512756 Yes, it really is. But…
  11. 11. https://www.flickr.com/photos/neontommy/9795979256 People think 
 of this
  12. 12. Source: Google Search result
  13. 13. Many of us own 
 multiple devices
  14. 14. Commute Sequential usage Morning Work Simultaneous usage + Multi-tasking + Extending + Complementing OR “ 90% of users start a task on one device and then complete it on another. ” - Source: Google
  15. 15. Source: Google Search result
  16. 16. 2. 
 It’s the same, but different
  17. 17. www.flickr.com/photos/patdavid/9391602153 “ Your mobile phone has more computing power than the computers used for the Apollo 11 moon landing. ” - Source: www.factslides.com/s-Mobile-Phones
  18. 18. Source: http://think.storage.googleapis.com/docs/how-advertisers-can-extend-their-relevance-with-search_research-studies.pdf
  19. 19. www.flickr.com/photos/pandiyan/4550066009 “ 7 out of 10 smartphone and tablet users expect the same quality of experience on all devices. ” - Source: Vibrantmedia
  20. 20. https://www.flickr.com/photos/pavlinajane/11389693545 “ 88% of smartphone owners used their mobile as part of their Christmas shopping last year. ” - Source: Weve
  21. 21. Myth:
 Mobile users are rushed & on the go Image courtesy of Shutterstock
  22. 22. MobileSearchMoMentSUnderStandinghowMobiledriveSconverSionS 3of4mobilesearches triggerfollow-upactions Mobile searches drive valuable outcomes for businesses Actions triggered by mobile search also happen very quickly ofconversions(storevisit, phonecallorpurchase) happeningwithinanhour55% On average, each mobile search triggers nearly 2 follow-up actions Product&shoppingsearcheshavea highernumberofoutcomes Number of follow-up actions per mobile search Mobile search is always on, happening on the go, at home and at work ofmobilesearches occurathomeor work;17%onthego77% 2.082.523.56 Travel FoodAutoBeauty Tech 2.072.20 36% Continued Research 18% Shared Information 17% Made a Purchase 25% Visited a Retailer’s Website 17% Visited a Store 7% Called a Business Mobile searches are strongly tied to specific contexts Shopping queries are 2x more likelyto be in store Source: http://www.thinkwithgoogle.com/infographics/creating-moments-that-matter-infographic.html
  23. 23. Source: http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/
  24. 24. Devices are 
 used interchangeably www.flickr.com/photos/soyproject/6066959891
  25. 25. Users expect an equal & continuous experience across each one www.flickr.com/photos/joachim_s_mueller/7110473339
  26. 26. Each device is different. Make the most of it
  27. 27. 3. 
 Everyone doesn’t have an iPhone
  28. 28. “ Smartphones accounted for 57.6% of total sales in fourth quarter of 2013 ” * - Source: Gartner www.flickr.com/photos/aforgrave/6168689222
  29. 29. Source: https://econsultancy.com/blog/65393-10-revealing-mobile-stats-you-may-not-have-seen#i.m6lfr2bjxekusq
  30. 30. “ Android accounted for 85% of all smartphones shipped in Q2 — its highest ever proportion ” - Source: Tech Crunch https://www.flickr.com/photos/jantik/4620819221/sizes/o/
  31. 31. Source: http://www.prnewswire.com/news-releases/strategy-analytics-android-captures-record-85-percent-share-of-global-smartphone-shipments-in-q2-2014-269301171.html
  32. 32. www.flickr.com/photos/gadl/3570118243 Every platform has their own 
 ui guidelines that their users are used to
  33. 33. 4. 
 There’s an app for that
  34. 34. “ The hottest app among Silicon Valley early adopters right now is Secret. You use it to post anonymous secrets. For the past two days it's all anyone is talking about on Twitter. ” 
 - Nicholas Carlson, Business Insider
  35. 35. “ The good news for Apple is that it's available on iPhone. The bad news for Apple is that it's really hard to find Secret through the App Store app on your iPhone. ” 
 - Nicholas Carlson, Business Insider
  36. 36. Source - http://blog.appfigures.com/app-stores-growth-accelerates-in-2014/
  37. 37. Source - http://blog.appfigures.com/app-stores-growth-accelerates-in-2014/
  38. 38. 30hrs 15 mins / month https://www.flickr.com/photos/alvy/12769050423
  39. 39. 26.8 apps / month https://www.flickr.com/photos/alvy/12769050423
  40. 40. https://www.flickr.com/photos/alvy/12769050423 26.8 apps / month 30hrs 15 mins / month More time spent, but not more apps used + =
  41. 41. 2. Entertainment 1. Search, portals & social 3. Communications
  42. 42. Source - http://blog.appfigures.com/app-stores-growth-accelerates-in-2014/
  43. 43. https://www.flickr.com/photos/alvy/12769050423 60% vs 54% Money spent on apps Tablet Smartphone $19 vs $13 Average spend $20 vs $20 Subscriptions
  44. 44. $19million 
 in refunds
  45. 45. www.flickr.com/photos/tomitapio/4053123799/in/photostream Should I do an app?
  46. 46. www.flickr.com/photos/haagsuitburo/5349040355www.flickr.com/photos/haagsuitburo/5349040355 www.flickr.com/photos/soundslogical/4255801733 direct vs non-direct
  47. 47. www.flickr.com/photos/ericconstantineau/5618576278 Avoid native apps Invest in the web UI
  48. 48. www.flickr.com/photos/dougbelshaw/4360008898 ” Money spent developing a pretty but limited iPhone app only benefits [...] the few, but money spent on the website UI would have benefitted everyone. ” - Gary Marshall on ‘The app trap’ in .net Magazine
  49. 49. 5. 
 Bye, bye mouse monopoly
  50. 50. www.flickr.com/photos/ljrmike/7675757042 www.flickr.com/photos/jorgeq82/4732700819 Precise vs Imprecise
  51. 51. www.flickr.com/photos/jorgeq82/4732700819 Designed to be 
 held in one hand…
  52. 52. Source & images from UX Matters - www.uxmatters.com/mt/archives/2013/02/how-do-users-really-hold-mobile-devices.php …and easy to 
 interact with
  53. 53. www.flickr.com/photos/intelfreepress/6837427202 www.flickr.com/photos/johnkarakatsanis/6902407334 www.flickr.com/photos/jorgeq82/4732700819 The way we use touch screens differ based on device, but also across the same device www.flickr.com/photos/janitors/9968676044
  54. 54. www.flickr.com/photos/66327170@N07/7296381856 “ New rule: every desktop design has to go finger-friendly ” 
 - Josh Clark
  55. 55. https://www.flickr.com/photos/sidkid/2908468343 There’ll be a 
 move away from this
  56. 56. A day of 
 using voice
  57. 57. A day of 
 using voice
  58. 58. A day of 
 using voice
  59. 59. A day of 
 using voice
  60. 60. A day of 
 using voice
  61. 61. http://www.motorola.com/us/accessories-bluetooth-headsets/Moto-Hint/moto-hint-pdp.html
  62. 62. 6. 
 It’s about the individual
  63. 63. Screenshot: https://moto360.motorola.com/
  64. 64. Screenshot: https://moto360.motorola.com/ “ It’s a really tiny computer strapped to your wrist ” - Source: Mashable
  65. 65. Screenshot: http://www.apple.com/uk/
  66. 66. Integration
  67. 67. “ One third of Americans who already own some sort of wrist-mounted device stop wearing theirs after six months” ” 
 - Source: FastCompany https://www.flickr.com/photos/djkeino/8667722768
  68. 68. Screenshot: http://www.withings.com/activite/en-US
  69. 69. Image from: https://blog.getpebble.com/
  70. 70. Image from http://www.techradar.com/news/wearables/lg-watch-urbane-announced-to-battle-with-the-apple-watch-1284796
  71. 71. Screenshot: http://www.apple.com/uk/ “ In order for any wearable to be successful it has to disappear from the foreground, and its utility in your life has 
 to far outweigh any small inconvenience. ” 
 - Source: Mashable
  72. 72. A talks to B talks to C talks to D talks to … … understands the user
  73. 73. Screenshot: http://www.withings.com/activite/en-US
  74. 74. 7. 
 Context + content = king
  75. 75. “ Neeej! Inte dela! ” [Ta bort] “ Argh! Did not mean to do that ” [Delete] -
  76. 76. Selected by default. Bad Swarm
  77. 77. Screenshot: https://ifttt.com/
  78. 78. https://www.flickr.com/photos/pure9/2603089643 “ They should demand our attention only at truly demanding moments. ” 
 - Global Moxie, 
 Smart Watches, Wearables, and That Nasty Data Rash
  79. 79. Screenshot: http://www.apple.com/uk/
  80. 80. Borrowed from http://www.doblu.com/wp-content/uploads/2012/02/intime1537.jpg From the ‘In Time’ movie
  81. 81. Borrowed from http://www.doblu.com/wp-content/uploads/2012/02/intime1537.jpg From the ‘In Time’ movie
  82. 82. Screenshot from http://www.duceretech.com/
  83. 83. Screenshot from https://getpebble.com/#/CBirV0:pr8
  84. 84. Intelligent | Knows you
  85. 85. 8. 
 It’s like lego
  86. 86. “ And just as the first wave of desktop apps ported to mobile were underwhelming and replaced by mobile- first applications, so will companies quickly realize that it isn’t just a new screen but a brand-new platform. ” 
 - Source: Techcrunch
  87. 87. www.flickr.com/photos/mirafoto/494444094 “ Get your content to go anywhere, 
 because it’s going to go everywhere. ” - Brad Frost
  88. 88. Less about pages & 
 more about building blocks www.flickr.com/photos/boltofblue/4418442567
  89. 89. www.flickr.com/photos/donsolo/2136923757/ Clever design
 Clever team
  90. 90. device browser screen input method connection speed Any anytime anywhereUsed
  91. 91. www.flickr.com/photos/visualpunch/7351572896 Adapt to device, platform, 
 purpose & usage
  92. 92. 9. 
 Go beyond the hamburger
  93. 93. Screenshot: https://lmjabreu.com/post/why-and-how-to-avoid-hamburger-menus/
  94. 94. Lower discoverability Less efficient Clash with platform navigation patterns Not glanceable
  95. 95. Screenshot: https://twitter.com/beep/status/509027146950778881
  96. 96. Screenshot: https://developer.android.com/design/index.html
  97. 97. Screenshot: https://developer.android.com/design/index.html
  98. 98. 10. 
 It’s all about navigation
  99. 99. https://www.flickr.com/photos/neilsingapore/5465403730 What and where to click, tap, select, fill in, do, go next, ignore, pay attention to…
  100. 100. www.flickr.com/photos/66327170@N07/7296381856 Best 
 buddies
  101. 101. Report: http://go.appannie.com/mobile-apps-blurring-lines-virtual-physical-worlds-register-ph.html?
  102. 102. 1. Don’t look at mobile too narrowly 2. Play to each device strength 3. Consider all platforms 4. Look at app rational 5. Cater for different input methods 6. Think about the individual 7. Context + content = king 8. Build a system of components 9. Evaluate design & navigations patterns 10. It’s all about navigation
  103. 103. So, what 
 about Wall•E? www.robotshop.com/blog/where-is-wall-e-1391
  104. 104. www.robotshop.com/blog/where-is-wall-e-1391 We can design 
 specifically for Wall•E
  105. 105. www.flickr.com/photos/htakashi/9754012931 Help him get more out 
 of life (but without the cord)
  106. 106. - Wilson Minor “We’re not just making pretty interfaces. We’re actually in the process of making an environment where we’ll spend most of our time, for the rest of our lives. 
 We’re the designers. We’re the builders. 
 What do we want that environment to feel like? What do we want to feel like.” http://www.flickr.com/photos/funch/4679422945/
  107. 107. Thank you @annadahlstrom | anna.dahlstrom@gmail.com www.annadahlstrom.com

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