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Mobile Application
Design & Development
Mobile Application Design & Development
Hi. I’m Ronnie.
Hi. I’m Ronnie.
 Technical Director at R/GA
Hi. I’m Ronnie.
 Technical Director at R/GA

         @ronnieliew
Nike+ GPS
Nike+ GPS
Nike Lab
Gap Merry Mix It
Gap StyleMixer
Target Gift Finder
Target Gift Globe
My Kia Soul
Neuvo
Today’s Talk
Today’s Talk

Terminology
Today’s Talk

Terminology
Mobile Landscape Today
Today’s Talk

Terminology
Mobile Landscape Today
How not to do mobile app
Terminology
Definition of
Mobile application
Compact software programs that perform
specific tasks for the mobile user.

A software application that runs in a handheld
device such as a smartphone or other portable
device.
Native App

Mobile Web App
Native           Mobile Web

  Internet Access      Not required         Required

   Performance              ✓                  ✖
 Hardware access            ✓                  ✖
    OS access               ✓                  ✖
Hardware & Platform
    dependent               ✓                  ✖
    Installation      Must be installed      URL link

    Distribution         App store         Not required

     Updates           Reinstallation         Simple
Mobile Landscape Today
Developing mobile apps
      is not new.
Challenges
     +
Opportunities
Mobile Application Design & Development
Fragmented landscape
Guidelines to navigate
     this maze.
How not to do
mobile applications
#1
Don’t assume a need.
Mobile Application Design & Development
You need to have one. Really?
You need to have one. Really?

Use case of mobile apps
You need to have one. Really?

Use case of mobile apps

Solve a real problem
#2
  Don’t be
short-sighted.
Mobile Application Design & Development
It’s not an after-thought or add-on
It’s not an after-thought or add-on

Plan ahead or at least consider about it.
It’s not an after-thought or add-on

Plan ahead or at least consider about it.

Plan for flexibility
It’s not an after-thought or add-on

Plan ahead or at least consider about it.

Plan for flexibility

Portable data
#3
  Don’t downplay
choice of platforms.
Mobile Application Design & Development
Platforms that your users on
Platforms that your users on

Other major players in the market
Platforms that your users on

Other major players in the market

Only installed apps get used
1st Quarter 2010 Worldwide Smartphone Market Share
               50%
Market Share




               25%




               0%
                     Symbian      RIM       iOS         Android Windows                   Linux          Others
                                                                Mobile

                                                                                                Source: Gartner (May 2010)
                                             Gartner Says Worldwide Mobile Phone Sales Grew 17 Per Cent in First Quarter 2010
                                                                             http://www.gartner.com/it/page.jsp?id=1372013
March 2010 Mobile Platform Market Share: iOS vs Andriod (By region)

       US

      UK

     India

    China

Hong Kong

   Taiwan

  Malaysia

 Singapore

  Thailand

 Australia

             0%             25%              50%                     75%                      100%

                                  iOS      Android            All others
                                                                                    Source: AdMob
                                                 AdMob Mobile Metrics Report March April May 2010
                                               AdMob Mobile Metrics Report - Southeast Asia Q1 2010
#4
Don’t gloss over
 bits & bytes.
Mobile Application Design & Development
Native or mobile web app
Native or mobile web app

Understand the limitations
Native or mobile web app

Understand the limitations

Technical approach is critical & has
repercussion
#5
   Don’t go
chasing waterfall
Mobile Application Design & Development
Waterfall approach is
clumsy & high-risk
Waterfall approach is
clumsy & high-risk

Do paper prototyping
Waterfall approach is
clumsy & high-risk

Do paper prototyping

Build quick prototypes
Waterfall approach is
clumsy & high-risk

Do paper prototyping

Build quick prototypes

Test theories quickly
#6
Don’t assume browsers
       are equal.
Mobile Application Design & Development
Mobile browsers are not
desktop browsers
Mobile browsers are not
desktop browsers

Flash plugin not available
on iOS
Mobile browsers are not
desktop browsers

Flash plugin not available
on iOS

Media format support
Mobile browsers are not
desktop browsers

Flash plugin not available
on iOS

Media format support
Picnik
Photo editing application
Mobile Application Design & Development
Mobile Application Design & Development
VS.
VS.
YouTube
Popular social video sharing site
Mobile Application Design & Development
#7
Don’t downplay
user experience.
“... mobile-optimized experiences produced an
average 75% higher rate of engagements per
              visit for mobile user.”

                                                   Source: Ed Hewett, Omniture
                             Do Mobile-optimized Experiences Improve Engagement
                                       on “Super” Phones and Tablets like the iPad?
Mobile Application Design & Development
Optimize for mobile experience
Optimize for mobile experience

Simple, clear navigation - Pick key functions
that are critical
Optimize for mobile experience

Simple, clear navigation - Pick key functions
that are critical

Less is more
Online photo management and
      sharing application
Mobile Application Design & Development
Mobile Application Design & Development
VS.
VS.
Mobile Application Design & Development
Mobile Application Design & Development
VS.
VS.
Amazon.com
 Online shopping site
Mobile Application Design & Development
Mobile Application Design & Development
VS.
VS.
Mobile Application Design & Development
Mobile Application Design & Development
VS.
VS.
#8
Don’t be online only.
Mobile Application Design & Development
Some of us are WiFi only
Some of us are WiFi only

Cache retrieved data
Some of us are WiFi only

Cache retrieved data

Show the last-known state
Some of us are WiFi only

Cache retrieved data

Show the last-known state

Pass the NYC subway test
Gothere.sg
iPhone application for getting
    around in Singapore
Gothere.sg
Gothere.sg
Gothere.sg
Warns the user that there is no
Internet connection but doesn’t
   stop the user from using it.
Gothere.sg
Alternate routes are cached and
still accessible to the user when
         the app is offline.
Gothere.sg
Alternate route with cached map
             images
Flipboard
   iPad application -
magazine styled visuals
 for your social feeds
Mobile Application Design & Development
Mobile Application Design & Development
Mobile Application Design & Development
Mobile Application Design & Development
Must be connected to use
Must be connected to use

No caching of previous data
Must be connected to use

No caching of previous data

Why make it so hard ?
#9
Don’t favour branding
     over users.
“Avoid displaying an About window, a splash
screen, or providing any other type of startup
 experience that prevents people from using
        your application immediately”
                                                      Source: Apple
                                              iOS Reference Library
                                   iPhone Human Interface Guidelines
Mobile Application Design & Development
Avoid favoring
branding over user
experience
Avoid favoring
branding over user
experience

Splash screens are evil
“... I don't need three splash screens telling me
  I'm playing Scrabble, made by EA, and ‘Every
 Word Counts’... I want to load the game and
      play, not wait through their branding...”
                                         - App Store comment
#10
Don’t load too much
      too fast
Mobile Application Design & Development
Short attention span
Short attention span

Intense period of activity
Short attention span

Intense period of activity

Load in small chunks &
only what is needed
Short attention span

Intense period of activity

Load in small chunks &
only what is needed

Interruptible
#11
Don’t re-invent
  the wheel.
Mobile Application Design & Development
Convention works
Convention works

Forget that “special revolutionary
drop-down menu”
Convention works

Forget that “special revolutionary
drop-down menu”

Be the user - Don’t try
technology for technology
Source: Smashing Magazine
                                         iPhone Apps Design Mistakes: Over-Blown Visuals
http://www.smashingmagazine.com/2009/07/21/iphone-apps-design-mistakes-overblown-visuals/
Source: Smashing Magazine
                                         iPhone Apps Design Mistakes: Over-Blown Visuals
http://www.smashingmagazine.com/2009/07/21/iphone-apps-design-mistakes-overblown-visuals/
VS.




                                                            Source: Smashing Magazine
                                         iPhone Apps Design Mistakes: Over-Blown Visuals
http://www.smashingmagazine.com/2009/07/21/iphone-apps-design-mistakes-overblown-visuals/
VS.




                                                            Source: Smashing Magazine
                                         iPhone Apps Design Mistakes: Over-Blown Visuals
http://www.smashingmagazine.com/2009/07/21/iphone-apps-design-mistakes-overblown-visuals/
#12
Don’t do roll-overs.
Mobile Application Design & Development
Roll-overs are so 1990s
Roll-overs are so 1990s

Extra step
Roll-overs are so 1990s

Extra step

And it doesn’t work. Really. No cursor.
#13
 Don’t forget
to guide users.
Mobile Application Design & Development
Guide your user along
Guide your user along

Loading, updating in progress
Guide your user along

Loading, updating in progress

Display user-friendly error
messages
Mobile Application Design & Development
Mobile Application Design & Development
Mobile Application Design & Development
#14
Don’t disrupt the
  experience.
Mobile Application Design & Development
Be gentle to the user
Be gentle to the user

Built-in browsers
Be gentle to the user

Built-in browsers

Inform & let the user decide
Mobile Application Design & Development
Mobile Application Design & Development
Mobile Application Design & Development
Mobile Application Design & Development
Mobile Application Design & Development
Mobile Application Design & Development
Mobile Application Design & Development
Mobile Application Design & Development
#15
Don’t squeeeze the
  world in.
“Average screen sizes
                 breach 2.5 inch mark”

                            Source: IE Market Research Corporation (IEMR)
                        2Q.2009 Global Mobile Handset Specifications Database




2.5″ = 6.35 cm
3.5″ = 8.89cm
“Average screen sizes
                       breach 2.5 inch mark”
2.5
 ″




                                  Source: IE Market Research Corporation (IEMR)
                              2Q.2009 Global Mobile Handset Specifications Database




      2.5″ = 6.35 cm
      3.5″ = 8.89cm
“Average screen sizes
                             breach 2.5 inch mark”
2.5




                       3.5
 ″




                        ″

                                        Source: IE Market Research Corporation (IEMR)
                                    2Q.2009 Global Mobile Handset Specifications Database




      2.5″ = 6.35 cm
      3.5″ = 8.89cm
Mobile Application Design & Development
Physically tiny screen
Physically tiny screen

Avoid pixel/small fonts
44px




                                                        44px




                                                        44px




                         Source: From Click To Tap
http://www.slideshare.net/maxvoltar/from-click-to-tap
Give enough space                                                           44px




                                                                            44px




                                                                            44px




                                             Source: From Click To Tap
                    http://www.slideshare.net/maxvoltar/from-click-to-tap
Give enough space                                                                44px



Account for accidental
touches                                                                          44px




                                                                                 44px




                                                  Source: From Click To Tap
                         http://www.slideshare.net/maxvoltar/from-click-to-tap
Give enough space                                                                44px



Account for accidental
touches                                                                          44px




Think Bigger hit-area                                                            44px




                                                  Source: From Click To Tap
                         http://www.slideshare.net/maxvoltar/from-click-to-tap
#16
Don’t make user type.
"Given the typical input limitations of a mobile
 device, the interface must as far as possible
   minimize user input.Where possible, use
selection lists, radio buttons and other controls
          that do not require typing."
                                      Source: Mobile Web Best Practice, W3C
"Although unavoidable in forms that need
information form the user, avoid using text boxes
 and text areas as much as possible. It’s difficult
for the user to enter content into free text inputs
               such as text boxes..."
                                   Source: Mobile Design and Development, Brian Fling
Mobile Application Design & Development
Tiny keyboard - typing sucks
Tiny keyboard - typing sucks

You need slender fingers
Tiny keyboard - typing sucks

You need slender fingers

Pre-populate what you can
Tiny keyboard - typing sucks

You need slender fingers

Pre-populate what you can

Give options and let users
pick / auto-complete
#17
Don’t forget to test.
Mobile Application Design & Development
Always test with actual devices
Always test with actual devices

Usability testing
Always test with actual devices

Usability testing

Moving in and out of WiFi zones
Always test with actual devices

Usability testing

Moving in and out of WiFi zones

No connectivity
Re-cap
Don’t...
Don’t...
... assume a need
Don’t...
... assume a need

... be short-sighted
Don’t...
... assume a need

... be short-sighted

... trivialize choice of platform
Don’t...
... assume a need

... be short-sighted

... trivialize choice of platform

... gloss over bits & bytes
Don’t...
... assume a need                   ... go chasing waterfall

... be short-sighted

... trivialize choice of platform

... gloss over bits & bytes
Don’t...
... assume a need                   ... go chasing waterfall

... be short-sighted                ... assume browsers are equal

... trivialize choice of platform

... gloss over bits & bytes
Don’t...
... assume a need                   ... go chasing waterfall

... be short-sighted                ... assume browsers are equal

... trivialize choice of platform   ... downplay user experience

... gloss over bits & bytes
Don’t...
... assume a need                   ... go chasing waterfall

... be short-sighted                ... assume browsers are equal

... trivialize choice of platform   ... downplay user experience

... gloss over bits & bytes         ... be online only
Don’t...
Don’t...
... favour branding over users
Don’t...
... favour branding over users

... load too much too fast
Don’t...
... favour branding over users

... load too much too fast

... re-invent the wheel
Don’t...
... favour branding over users

... load too much too fast

... re-invent the wheel

... do roll-overs
Don’t...
... favour branding over users

... load too much too fast

... re-invent the wheel

... do roll-overs

... forget to guide your users
Don’t...
... favour branding over users   ... disrupt the experience

... load too much too fast

... re-invent the wheel

... do roll-overs

... forget to guide your users
Don’t...
... favour branding over users   ... disrupt the experience

... load too much too fast       ... squeeze the world in

... re-invent the wheel

... do roll-overs

... forget to guide your users
Don’t...
... favour branding over users   ... disrupt the experience

... load too much too fast       ... squeeze the world in

... re-invent the wheel          ... make user type

... do roll-overs

... forget to guide your users
Don’t...
... favour branding over users   ... disrupt the experience

... load too much too fast       ... squeeze the world in

... re-invent the wheel          ... make user type

... do roll-overs                ... forget to test

... forget to guide your users
Don’t...
... favour branding over users   ... disrupt the experience

... load too much too fast       ... squeeze the world in

... re-invent the wheel          ... make user type

... do roll-overs                ... forget to test

... forget to guide your users
Thank You.
 Go build something.
Q &A
References
User-centered design of mobile solution (NAMAHN)
http://www.namahn.com/resources/documents/note-MobileSolutions.pdf

AdMob Mobile Metrics
http://metrics.admob.com

The Best & Worst of the Mobile Web (mobiThinking)
http://mobithinking.com/white-papers/best-and-worst-of-the-mobile-web


Mobile Web Best Practices 1.0 (W3C)
http://www.w3.org/TR/mobile-bp/
References
Automatic Form Filling on Mobile Devices
http://www.medien.ifi.lmu.de/pubdb/publications/pub/deluca2007pmc/
deluca2007pmc.pdf

Mobile Design and Development (Brian Fling)

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