Mobile Information Architectures Trends and Challenges

These are a few of
our favourite things...

PERSONAL
MOBILE INFORMATION
ARCHITECTURES

OLIVER WEIDLICH ROD FARMER
Ideal Interfaces Vodafone Hutchison Australia

Tuesday, 6 October 2009

ABOUT US
rfarmer@hutchison.com.au oliverw@idealinterfaces.com.au

linkedin.com/in/rodfarmer linkedin.com/in/oliverw

@rodfarmer @oliverw


"Mobile is the fastest and cheapest way to reach the
largest number of people. There are billions of people
on this planet who still don't have access to the
Internet. And we think mobile presents the biggest
opportunity to get them on the Internet.“
Chris Sacca, former head of special initiatives at Google
late 2007

Page


MOBILE IS
DIFFERENT

DESIGNING
MOBILE
USER EXPERIENCES


N G
G I
ER
EM

TRENDS
MOBILE
INFORMATION
ARCHITECTURES


WHY MOBILE IS DIFFERENT

DIFFERENCES IN THE MOBILE ENVIRONMENT

Highly variable context and environment

Small screen size and limited text input

UI takes up the entire screen

Difficult to multi-task and easy to get lost

8
10


Does it have a
Great music
camera?
features Pre-
Paid! Facebook?
Looks great
Chinese? GPS Wi-Fi?
Check my email?
Cheap!

IT’S MOBILE JIM, BUT NOT AS WE KNOW IT

9
9
9


HOWEVER, 40% DATA TRAFFIC IS IPHONE/SMARTPHONE

A REALITY CHECK

Networks

Operating Systems Devices

ecosystem
FRAGMENTATION PROTECTIONISM
Manufacturers Carriers

Service Providers

E=F+P

CHALLENGES FOR GOOD MOBILE USER EXPERIENCES

javascript
ajax goals
browsers
language location
navigation

DESIGNING MOBILE USER EXPERIENCES
There are many complexities in designing the voice
task mobile user experience, from the lack of UI and
protocol standardisation to the range of contexts,
conventions and services the mobile must support integration
aesthetics size
speed layout HTML 5

simplicity functionality time touch CSS

form factor

IMPACT ON
CUSTOMERS?
DEVICES DATA PRE-PAID/POST-PAID
ENGAGEMENT USER BEHAVIOURS


INTEGRATION v OWNERSHIP

OZ MOBILE
SURVEY
www.aimia.com/mobile


77%
OZ MOBILE SURVEY
USE FOR MORE THAN CALLS & SMS

24%
OZ MOBILE SURVEY
HAVE TWO MOBILE PHONES

OZ MOBILE SURVEY
VISITING WEBSITES ON MOBILE

IA ISSUES
COMPLEXITY INCONSISTENCY OTHER THINGS


“I KNOW WHAT
UGOOGLY IS!”


1$#.230&4"#&40.(
/0#$( !"#$%#&'(

SITUATED
PLANNING
+',-$#.( )*&(

GOALS UNNECESSARY
ABANDON THE
!"#$%#&'(


Avg 15 mins per session
1.2 sessions per day
3-4 sticky products
15 secs page load
CONTENT
TIME POOR SNACKING


DECISION
COMPLEXITY
REDUCE OPPORTUNITIES FOR MISTAKES

CLICK SMALL ENVIRONMENT
IT’S A SLOW,
INVESTMENT

initial repeat

beautiful
engaging

functional

MESSAGING
VISUAL IMPACT ON ENGAGEMENT
NOT BRANDING

Search
Search this is not an hand
Go
writing font it looks...
Go
95 comments
this is not an hand
this is not an hand
this is font it hand
writing not an looks...
95 commentslooks...
writing font it
95 comments
5 comments
this is not an hand
this is not an hand
writing font it hand
this is font it looks...
5 comments
5 comments
10 comments
this is not an hand
this is not an hand
10 comments
10 comments
8 comments
this is not an hand
this is not an hand
8 comments
8 comments
55 comments

LAYOUT INPUTS
REMEMBER, MULTIPLE
this is not an hand
this is not an hand
Footer link | Footer link | Wrapped
link
55 comments
55 comments


FIXED v FLUID
TRADE-OFFS

FLUID MASTERS
33


USER AGENT STRINGS

DEVICE HEADERS

NETWORK DETECTION

DEVICE PROFILING

TRANSCODING
USER PROFILING (TELCO?)

DEVICE DETECTION
HANDLING DIVERSITY


50 VARIANTS!

DEVICE DETECTION
JUST PROVING A POINT


COOKIES SPEED
SCRIPTS

FONT
CACHING
BROWSER
SUPPORT
AJAX
IMAGES

PAGE
CSS
WEIGHT

BROWSER SUPPORT
NOT CREATED EQUAL


60k
@

$20/MB
=
$1.20
THE COST OF IA
TRYING TO HELP THE USER - BUT
HARMING

GENERAL PRINCIPLES
• Expect and manage diversity
• De ne device groups with Heroes
• Create a default reference design
• De ne rules for content design and adaptation
• Stick with Web Standards and exible layout
• Ensure adequate reporting
• Avoid bleeding edge
• Best experiences on best devices as rule of thumb


INTERNET
BIGGER DATA ALLOWANCES

MODELS OF
ALWAYS ON

USAGE

MOBILE IS NOT A PC IN YOUR
POCKET

TRENDS

PERSONAL

INFORMATION

ARCHITECTURES


MOBILE IAs
FROM THIS...


“Just like the frog in the heating water kettle, the mobile phone
industry couldn’t itself notice that it was creating devices that
were increasingly dif cult to use and that the new – some really
good – feature couldn’t be found among all the old ones.

It required someone outside the traditional mobile phone
industry to shake the industry out of this.”
PANU KORHONEN


MOBILE IAs
IPHONE


MOBILE IAs
ANDROID


MOBILE IAs
SYMBIAN


MOBILE IAs
WINDOWS MOBILE


MOBILE IAs
HTC SENSE UI


MOBILE IAs
LG S-CLASS UI


MOBILE IAs
SAMSUNG TOUCHWIZ UI


MOBILE IAs
PALM WEBOS


VODAFONE 360
PERSONALISING INTERFACES


MOBILE IAs
3 PORTAL 2007
2008

EXPERT
AUTOMATIC MENU CUSTOMISATION

NOVICE
EXPERIENCE IMPROVED

SHIFT

THE FUTURE


OLIVER WEIDLICH ROD FARMER
Ideal Interfaces Vodafone Hutchison Australia


Mobile Information Architectures Trends and Challenges

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