I gave this talk in Android Day in Taiwan to share the design experience of our iKala App.

2. People say:
2
http://www.slideshare.net/bge20/2013-05-bea

3. Mary Meeker say:
3
http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2013

4. 2005 papal election vs. 2013 papal election
4
https://www.facebook.com/photo.php?fbid=10151552431040329&set=a.90324480328.112010.21898300328&type=1&theater
http://tedxtaipei.com/the-future-is-now/
Actually…

5. 5
People talk about
Mobilehttp://motherscircle.net/wp-content/uploads/2012/12/social-media.jpg

6. Several books teach you
How to design Apps…
6

7. Lots of prototype tools…
7
http://www.petshopboxstudio.com/blog-upload/wp-content/uploads/2011/10/iPhone.jpg
http://blog.proto.io/2011/07/06/proto-io-is-live/ http://www.golem.de/1102/81592.html
http://www.uistencils.com/collections/frontpage/products/iphone-stencil-kit
http://keynotopia.com/how-to-prototype-interactive-ipad-
applications-in-30-minutes-or-less-using-apple-keynote/

8. When you search “Mobile Design”…
8
11,910,000,000 results

9. Why you still sit here ?
9
http://www.personal.psu.edu/afr3/blogs/siowfa12/2012/10/where-do-you-sit-in-the-classroom.html

10. 10
Because you want to listen the
REAL STORY… I KNOW !
http://www.africanspotlight.com/wp-content/uploads/2013/02/Picture-388-620x330.png

11. We all made mistakes before.
We just want to know whether
someone is stupider than us.
11
http://i175.photobucket.com/albums/w156/cpricecpa/simpsons_nelson_haha2uwr.jpg

12. We all made mistakes before.
We just want to know whether
someone is stupider than us
has some good lessons that
we haven’t learned before.
12
http://3.bp.blogspot.com/-DWpvqZeh5sE/Ua-BvmOIG2I/AAAAAAAAAc8/_mxtTE7TMYw/s400/AppropriateCorrectRight+Video+Size+For+Video+Conversion.jpg

13. Or we just join a group therapy…
13
http://2.bp.blogspot.com/-y-S6jR_-taM/UMaFkchzLyI/AAAAAAAAD_k/SCMR6OPJAK0/s1600/Wreck+It+Ralph.+Ralph+at+Bad+Anon..jpg

14. 14
http://www.smartling.com/static/images/mediaKit/logo-and-art/hi-bubble/hi-bubble.jpg

15. 15

16. 16

17. I will share the real cases here…
17

18. 18

19. 19

20. 20

21. 21

22. 22

23. 23

24. Before
2013
24

25. 25

26. 26
「Mobile First！」

27. 27

28. 28
http://www.flickr.com/photos/54643129@N00/3292854750/
https://si0.twimg.com/profile_images/3022898190/194ff9970a9a66788dd7572045dacdc5.jpeg
http://www.utne.com/uploadedImages/utne/blogs/Science_and_Technology/DollarSign.jpg

29. I do have something to share…
29

30. But I won’t share guidelines…
30

31. I will share my opinions…
31

32. 32

33. We heavily rely on our instinct, which
comes from the first impression mostly.
33http://jackmccluskey.com/images/clip_image021.jpg

34. The filter…
34
Emotional Rational
http://community.locksonline.co.uk/wp-content/uploads/2012/04/open_door.jpg

35. Helena Rubinstein:
There are no ugly women, only lazy ones.
35
 Before  After
http://mandymami.pixnet.net/blog/post/33949081-★%5Bkuso%5D化妝前後差很大.....這怎麼可
能！！

36. 36
What does this icon stand for?

37. The evolution of the icon
37

38. 38

39. 39
They do read！
You need to
carefully put
the keywords in
the first two
sentences.

40. Report from Flurry
40
http://blog.flurry.com/bid/99013/The-History-of-App-Pricing-And-Why-Most-Apps-Are-Free

41. 41

42. Barry Schwartz:
The paradox of choice
42
Where is the line?
http://backgrounds.picaboo.com/download/19/97/197c557eabfe440ea6dad11004789364/Polka%20Dots%201.jpg

43. 43
Foldable nav-bar to expand the view port
The users don’t care the provided function.
Moreover, the provided function made the UI become complicated.

44. Full feathered functions…
44
The users don’t care the provided functions.
Moreover, the provided functions made the UI become complicated.

45. Re-designed homepage
45
The number of download
is largely raised！
Provide less, earn
more！

46. Provide Various backgrounds
46

47. Most users use…
47
Most users don’t care your offering…

48. 48

49. You need to think:
Why people click?
49

50. People click interesting content
50

51. People click
what they can understand
51

52. 52

53. 53

54. Scroll scroll scroll….
54http://pigroll.com/img/scroll_scroll_scroll.jpg
Users are lazy, and
they do have the right！

55. Every task can be
easily completed
through the
combination of
scroll & click
55
You need to think how to create
continuing consuming experience.

56. The most effective way to make easy task
complicated is to create a new gesture for it.
56http://tctechcrunch2011.files.wordpress.com/2012/02/3.png
Do you still use CLEAR?

57. 57

58. The famous AARRR model
58圖片來源：黃宣龍

59. Is your button a threshold ?
59
The Login button blocks lots of users.

60. Or an attractive invitation ?
60
The attractive figures invite users to click them.

61. The mystery of The 3 Click Rule
61
Don’t care about the number of
the clicks. What you need to care
is whether people can complete
the task, and people can pass
the funnels.

62. 62

63. 63

64. Mobile is important for sure.
However, mobile is not the only
device that people will use in their
life. We need to think the integral,
think the overall context, think
how people live. Through that
way, we can best position the role
of mobile.
64

65. App: Sing to Participate
65

66. Web:
66

67. On the Spot:
67

68. Facebook:
68

69. 69

70. Mobile becomes more and more
powerful, and we can make it
even powerful by connecting the
peripheral devices and sensors.
70http://wedding.photos.uol.com.br/wp-content/uploads/2012/09/swiss-knife-+-smart-phone.jpg

71. It means the device becomes
more and more complicated.
71http://www.strapya-world.com/pic/2010/428-009589img08.jpg
How the user knows she can
use earphone to sing a song?

72. Reminder is
important
72

73. 73

74. Review the insights
74
 Think in First Impression
 Think in Simplicity
 Think in Click
 Think in Scroll
 Think in Funnel
 Think in Integral
 Think in Peripheral

75. Review the questions
75
 What kind of First Impression should we provide?
 How Simple should it be?
 Where should the Button be placed?
 What kind of Content should we provide?
 How to create Attractive Invitation?
 What’s the Context?
 What kind of Resources that we can use?

76. You need to learn it through experiment.
76
http://www.damiancorbet.com/wp-content/uploads/2011/06/shutterstock_green-growth_71322319.jpg

77. Agile + UCD is a good approach
77
You can check our share
on the slideshare:
http://www.slideshare.net/keynescheng/20130205-163716

78. 78

79. Marc Andreesen:
Markets that don't exist
don't care how smart you are
79

80. 80

81. You need to think:
How your end users think about you ?
81
 A place to make friend  An app to practice singing

82. You need to think:
How record companies think about you ?
82
 A good/trusted partner to face the digital era together !

83. You need to think:
How bands/singers think about you ?
83
 A good/trusted partner to create cool events together !

84. You need to think:
How branded companies think about you ?
84
 A good/trusted content provider !

85. You need to fulfill all the expectations.
You need to think where is your
position in the chain.
Provide the value that they really care.
85

86. 86

87. 87
http://livehouse.in

88. A place to have real-time interaction.
88

89. 89

90. 90
http://www.mzweb.com.br/mz/web/arquivos/MZ_FS_Apps_EN.pdf
We Were Born to Move Around

91. When I say, “Thinking in Mobile”,
What I actually mean:
“Thinking Mobile in the Life”
91

92. You need to find your
own way to take the
advantage from mobile.
92http://comic-king.com/content.php?info_id=6467

93. iKala is recruiting now !
93
http://www.ikala.tv/about/recruit.php

94. 94
Thank You
Contact: keynes@ikala.tv
https://www.facebook.com/UIUI.HCI