Connector Corner: Accelerate revenue generation using UiPath API-centric busi...
Ā
The trouble with context
1. the trouble with context...
presented at IA Konferenz, 2011
http://www.ļ¬ickr.com/photos/procsilas/2833014872
2. things used to be
remarkably simple...
http://www.ļ¬ickr.com/photos/lonelyfox/4815935744
3. public space distractions
location?
designing for mobile meant
understanding the āmobile contextā
limited aīention
glanceable?
one hand tiny screen
tedious input
personal
http://www.ļ¬ickr.com/photos/oimax/3800475934
4. ...long day
only one hour left
oh no...forgot to go to the bank need a quick break
...its impact on
motivation
http://www.ļ¬ickr.com/photos/7802947@N02/5547816310
5. playing a game
ļ¬nding a bank nearby sending a text
checking the time of the next bus
...and on
behaviour
http://www.ļ¬ickr.com/photos/7802947@N02/5547816310
7. ā Context is King: circumstances or conditions that surround
a person, place or thing. Content is of little value if it does
not address the context of where you are.
- Cameron Moll, SXSW, 2007
http://www.ļ¬ickr.com/photos/webtreatsetc/4860505549/
8. ā Google (2007) breaks down mobile users
into three behaviour groups:
A. "Repetitive now"
B. "Bored now"
C. "Urgent now"
http://www.ļ¬ickr.com/photos/webtreatsetc/4860505549/
9. ā Mobile user: typically on the go in an unpredictable
environment, interested in quick glanceable
information, focused on discrete individual tasks,
is often distracted.
- Joe Marini @ MIX 2010
http://www.ļ¬ickr.com/photos/webtreatsetc/4860505549/
13. ā i love it! nice and clean look, easy to navigate
and easy to read. well done! but...can you put a
bit more news on there?
Source: Comments from readers regarding The Guardianās new mobile web site http://www.ļ¬ickr.com/photos/webtreatsetc/4860505549/
14. ā There should be a text only version of the
(desktop) site for those of us who don't like the
business of the main site.
Source: User talking about his habit of using the mobile Guardian site on his PC http://www.ļ¬ickr.com/photos/webtreatsetc/4860505549/
15. ā ...mobile users want to see our menu, hours,
and delivery number...(but)...desktop users
deļ¬nitely want to see this one megabyte PNG
of somebody smiling at a salad.
...for fun, Google
āWomen Laughing
Alone With Saladā
Source: SitePoint Podcast: Responsive web design with Jeremy Keith http://www.ļ¬ickr.com/photos/webtreatsetc/4860505549/
16. ā Iām deļ¬nitely moving, Iām in a car. Iām going to look at your website.
This doesnāt mean my intent is to ļ¬nd an address, or quickly use
a news site...
Context canāt predict the way a user is going to use the site.
Mind reading is no way to base fundamental content decisions.
Source: Mark Kirby, The mobile context http://www.ļ¬ickr.com/photos/webtreatsetc/4860505549/
17. so why this change?
and what does it all mean?
http://www.ļ¬ickr.com/photos/marcoarment/2035853550
20. a free operating system (Android)
dual core ARM 9 @ 416MHz2G GSM/EDGE
2.8ā QVGA resistive touch screen
2MP camera
GPS
WIFI and BlueTooth silicon
+ web browser
= <$90 components + plastic case Actions-Semi, MTK, TongXinDa , Rockchip...
~4 weeks to market!
http://casium.fr/component/kashyap/bc_detail/109
http://www.visionmobile.com/blog/2010/09/waking-the-dragon-the-rise-of-android-in-china-2/
http://www.ļ¬ickr.com/photos/oskay/3300199882
21. despite this growth
smartphones are not yet
the majority
23%
Global smartphone penetration is only 23%...
http://www.visionmobile.com/blog/2011/04/100-million-club-2h10/
22. but the featurephone of today is
the smartphone of two years ago...
http://www.ļ¬ickr.com/photos/tanj/4432327487
23. and (most of) the rest
can easily install one
85% of new handsets now include
a web browser
Source: Tomi Ahonen Consulting http://www.ļ¬ickr.com/photos/johanl/4424185115
24. but connected devices
arenāt just small
http://www.ļ¬ickr.com/photos/hendry/5491251497/
26. ā
One of the interesting estimates is that there are
about 35 billion devices connected to the Internet.
Soon, there will be so many that weāll stop
counting.
- Eric Schmidt, Google
http://www.ļ¬ickr.com/photos/chelsea_nj/4223680604
27. ...which brings us to the present
</historical interlude>
even beīer
than cake...
they spent about
an hour staring
like this...
28. ā
The most profound technologies are those
that disappear. They weave themselves into
the fabric of everyday life until they are
indistinguishable from it.
- Mark Weiser (1991)
http://www.ļ¬ickr.com/photos/armaggeusa/3176297283
29. 77%
of the planet
owns a mobile devices
or 5.3 billion at the end of 2010 ā U.N. Telecommunications Agency, http://www.itu.int
30. 1.3 billion
already use the āmobile internetā
...includes WAP and āreal webā via Tomi Ahonen Consulting
31. ...and for 1/3 of us, a mobile device
is the only access point
Russia 19%
UK 22%
China 22%
USA 25%
India 59%
25% of Egypt 70%
Americanās
donāt use the 2-3GB home ADSL
Internet at all data ~$100/mth,
~$2/mth PAYG unlimited
mobile data
~$17/mth
Indonesia 44%
S. Africa 57%
Based on āUsers who never or infrequently use the desktop webā, Source: On Device Research, Dec 2010
Related: Opera mobile-only study speciļ¬c to India (May 2011) and NY Times article on lack of Internet access in rural America (Feb 2011)
33. this is having a dramatic impact on
our behaviour and our expectations...
http://www.ļ¬ickr.com/photos/williambrawley/4522648456
34. using the internet
is no longer āan activityā...
http://www.ļ¬ickr.com/photos/whatcouldgowrong/5320553588
35. envir
onme
n t focused user
privacy
reliable
network
unlimited
data
with a fairly speciļ¬c context
comfy chair
full-sized keyboard
work surface
reliable power source
http://www.ļ¬ickr.com/photos/fuzzcat/22019163
36. ...people reach for the internet using whatever
device makes sense to them at that time
http://www.ļ¬ickr.com/photos/ghewgill/5046616680
37. ā ...[the Kindle browser] is somewhat slow but
it deļ¬nitely works, in fact my teen daughter
uses hers constantly...among other things
she uses it to keep in touch with her friends.
People discussing the Kindle browser on a message board
http://www.ļ¬ickr.com/photos/ghewgill/5046616680
40. 80% use mobile during
miscellaneous downtime...
Source: Compete quarterly smartphone report, Jan 2010 http://www.ļ¬ickr.com/photos/missmeng/5327470961
41. 80% use mobile while waiting
in line or for an appointment...
Source: Compete quarterly smartphone report, Jan 2010 http://www.ļ¬ickr.com/photos/wonderdawg777/662293238
42. but the device and the context
no longer go hand-in-hand
43. mobile is increasingly being combined with longer
or completely ānon-mobileā activities...
44. 62% use mobile
while watching TV
Source: Compete quarterly smartphone report, Jan 2010 http://www.ļ¬ickr.com/photos/bcmom/375125992
45. 69% use mobile for
point of sale research
while shopping
Source: Compete quarterly smartphone report, Jan 2010 http://www.ļ¬ickr.com/photos/lollaping/3327541574
46. and mobile is also used
to time-shift
59% ...and follow up
sometimes on the PC
visit a site
on mobile
Source: Yahoo mobile shopping framework study
47. 34%
visit a site on
and follow-up
on mobile
the PC
Source: Yahoo mobile shopping framework study
48. Research on smartphone,
67% then buy in store.
and so on...
Research on smartphone,
23% then visit store to check
product out, then buy on PC.
Research on smartphone,
16% then visit store to check product
out, then buy on smartphone.
Visit store, then buy
9% on smartphone.
Source: The mobile movement study, Google
49. ...facilitating completion
of larger tasks
āThe most expensive item sold via eBayās
mobile app was a 1985 Piper PA-46-310P
Malibu airplane for $265,000.ā src: Mashable
http://en.wikipedia.org/wiki/Piper_PA-46
50. āThe largest purchase on the M&S mobile
web site last Christmas was two sofas
costing over Ā£3000 ($5000)ā src: Marketing Week
and important life decisions...
http://www.ļ¬ickr.com/photos/plagevinilosyadhesivosdecorativos/5549366513
51. ā With current growth rates, Web access by people
on the moveāvia laptops and smart mobile devicesā
is likely to exceed web access from desktop
computers within the next ļ¬ve years.
...or by 2015 - Source: ITU vis mobiThinking http://www.ļ¬ickr.com/photos/whiteafrican/2938685296
52. public space
distractions
so while this is (still) āmobileā...
limited aīention
glanceable?
one hand simple?
tedious input
personal
http://www.ļ¬ickr.com/photos/oimax/3800475934
53. environment reliable
network
focused user
unlimited data
full-sized
itās now also this...
keyboard
privacy
comfy work surface
chair
reliable power source
http://www.ļ¬ickr.com/photos/othree/5224045406
54. focused
user
1hr train ride
privacy
reliable
network? comfy
unlimited wi ? chair
two
hands
reliable power source?
and this...
55. comfy
chair privacy
one hand
reliable power prone to
source interruptions
gravity
and maybe some of this?
http://www.ļ¬ickr.com/photos/joeshlabotnik/2359224681
56. being mobile
itās not just about...
your type of device...
your location...
your intent...
how long youāve be there
your bandwidth...
http://www.ļ¬ickr.com/photos/mujitra/4571580931
57. features
itās just one of
the many ingredients
in our new reality...
constraints
mental
expectations
models
magic?
opportunities
familiarity
reach
responsibility
accessibility
http://www.ļ¬ickr.com/photos/frenkieb/1449664622
58. and hopefully
a new way of thinking
http://www.ļ¬ickr.com/photos/basheertome/5557362895
59. maybe what has been actual
is actually...not normal
http://www.ļ¬ickr.com/photos/pagedooley/2121472112
60. ...our mental models
around āmobileā
(and the web)
and a great many other things
http://www.ļ¬ickr.com/photos/amagill/26273015
61. display size/width
are1440 mere
a
historical accident...
1280
1024
512 x 342 1024 x 768
800
640
320 x 480
512 240 x 320
240
1984 1990 1994 1998 2004 2007
62. display size/width
public displays
32
and will continue to shift
????
1920
1024 x 768
1920 x 1080
1440
1280 600 x 1024
1024 768 x 1024 ????
800
640
240
1990 1994 1998 2004 2007 2011 201
63. creating
new cultural norms
āSir, weāll be landing soon. Could you please shut oļ¬ your book?ā
- Flight attendant, April 2011
64. until very soon
what was familiar to some...
http://www.ļ¬ickr.com/photos/ubo_pakes/4472188820
65. pico-projector
will be unrecognisable
to others
http://www.ļ¬ickr.com/photos/mattedgar/3724116027 http://www.youtube.com/watch?v=E0YVb3x2Amc
66. āFor kids like my 13 year-old, the
boundaries between the internet and
life are so porous as to be meaningless.ā
Comment on the Guardian web site
http://www.ļ¬ickr.com/photos/tocaboca/5523598823
67. thank you
hello@yiibu.com
http://www.slideshare.net/yiibu
Part 2 of The trouble with context
can be found in Beyond the mobile web
(starting on slide 62)
http://slidesha.re/dURaVL