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The Mobile Question:
                              ?
Lessons in Design and Strategy for
Your Mobile Experience
Mobile
projects
?
hello.
The Mobile Question: Lessons in Design and Strategy for Your Mobile Experience
@jeremyjohnson
    #ias10
   #TheMobileQuestion
http://ffffound.com/image/eae112c8d844f8ea4cc8ec58ac5917e4e2abe20e
http://ffffound.com/image/fcd72119888f6da60ae415fcee1c9dbdd36e35db
http://ffffound.com/image/f7a382ebc4ace7fade36c0542040320db1d0559e
pre 2007
 (or Bi)
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)
A)
     ?
B) far off
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/
The Mobile Question: Lessons in Design and Strategy for Your Mobile Experience
B) far off
little less...




                 http://ffffound.com/image/42d4521ab29e3dbd7151cc855a69e21383f6b455
“we need to
go mobile...”
“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
UX
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
85+ Million
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

    http://www.lukew.com/ff/entry.asp?1042&utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+FunctioningForm+(LukeW+Ideation+%2B+Design)
71% of all smartphone users use Internet
88% of iPhone users use Internet
92% of Android users use Internet
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                                                                                             3"/8-$9+*':';<<='>+&'?$&%)&0'3"2/.08


                                                                                        "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.

    http://www.lukew.com/ff/entry.asp?1042&utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+FunctioningForm+(LukeW+Ideation+%2B+Design)
non-smart phone
users don’t use the
mobile internet
(much)
If it’s not EASY...
“...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
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.
75%
What do we need to do?
ACTION!
we = ?
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.
1) Are you
creating a
mobile first
solution?
The Mobile Question: Lessons in Design and Strategy for Your Mobile Experience
http://www.biggu.com/
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.
2) Taking your
content mobile?
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.
3) Moving desktop/web
applications (or ecommerce)
to mobile?
“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
The Mobile Question: Lessons in Design and Strategy for Your Mobile Experience
The Mobile Question: Lessons in Design and Strategy for Your Mobile Experience
The Mobile Question: Lessons in Design and Strategy for Your Mobile Experience
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?
4) Going for
entertainment?
Definition:

   Games, sound or video
   experiences, that need
   deep phone integration
   and high fidelity
   graphics.
4) Going for
entertainment?
The Mobile Question: Lessons in Design and Strategy for Your Mobile Experience
The Mobile Question: Lessons in Design and Strategy for Your Mobile Experience
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!
What needs to go mobile?
quick answer...




  NOT EVERYTHING! or at least use progressive disclosure!
Amazon example
The Mobile Question: Lessons in Design and Strategy for Your Mobile Experience
The Mobile Question: Lessons in Design and Strategy for Your Mobile Experience
The Mobile Question: Lessons in Design and Strategy for Your Mobile Experience
“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




http://www.lukew.com/ff/entry.asp?1028&utm_source=feedburner&utm_medium=feed&utm_campaign=Feed:+FunctioningForm+(LukeW+Ideation+%2B+Design)
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
Who are our mobile users?
“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”




http://www.bbc.co.uk/blogs/bbcinternet/2010/02/bbc_online_our_mobile_future.html
mix
                             ?                   leisure
                                                                                   leisure   ?
                                                                                             goal




                        “only”




http://www.bbc.co.uk/blogs/bbcinternet/2010/02/bbc_online_our_mobile_future.html
What are our users using?
?
http://bango.com/mobileanalytics/default.aspx   analytics
http://arstechnica.com/apple/news/2010/03/iphone-os-still-dominates-mobile-web-android-on-the-way-up.ars
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?
How do you Design for mobile?
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/
try, play, use




http://www.fastcompany.com/article/2010-year-app-apple-ipad-iphone-smartphone
Finger   Mouse
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...
http://www.bbc.co.uk/blogs/bbcinternet/2010/02/bbc_online_our_mobile_future.html
“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




http://www.bbc.co.uk/blogs/bbcinternet/2010/02/bbc_online_our_mobile_future.html
A)   mobile first
B)   $$$
C)
 Super Developers
but, remember...
Content
          90%   =   “Option A”
                     » WAP HTML Based
                     » Native BlackBerry
?
75%
HTML5   HTML5   HTML5
Mobile plan


   What devices do we focus on?


    A. Check your analytics
    B. Survey your users
What technologies do we use?
1) This
is hard!
2) Native
is better...
Today’s World...:


         Native iPhone: Object-C
         Native Android: Java
         Native BlackBerry: Java
         Native Palm: WebOS
         Native Windows Phone: Silverlight
         Flash Lite / Flash iPhone
         HTML5 / CSS3  Let’s focu
          » PhoneGap             s on this
          » Etc...
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
“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/
The Mobile Question: Lessons in Design and Strategy for Your Mobile Experience
http://phonegap.com/projects
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?
Decision Time!
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?
Trends
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




       Big iPhone?
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)
http://www.readwriteweb.com/start/2010/04/why-you-need-to-be-developing-for-the-ipad-right-now.php
WINDOWS PHONE 7
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/
FLASH ON MOBILE
Adobe essentially says Steve Jobs is a business-killing jerk (Update: “Go screw yourself Apple”)
HTML5
questions?
Keep up with mobile trends - follow
@mobilefeeds

@jeremyjohnson
jeremyjohnsononline.com
thanks!

@jeremyjohnson
jeremyjohnsononline.com

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