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Activity-Centered Design

Successful mobile apps focus on a single, purposeful activity.

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Activity: any purposeful human endeavor

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Facebook:Keeping up with friends & family !AKA: Maintaining Social Ties

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InstagramPhoto Sharing

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TwitterSharing Status

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Mobile-SocialThe end of social networks and

the rise of activity-centered social apps

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Twitter v1: sharing status “A system where you can SMS

message to one phone number and broadcast to all of your friends”

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$TWTR today: sharing status “Find out what’s happening, right

now, with the people and organizations you care about.”

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+Listening to

MusicSharing Status

Music Discovery

≠

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I'm not going to follow artists if it adds them to my regular Twitter …

Not interested in seeing artist's updates in my regular feed.

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Pointless. You can't listen to whole songs, only 30 second clips unless

you have a Spotify account.

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2010 – 2012 !

Replaced by Facebook and Twitter integrations

iTunes Ping

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Burbn tried to be too many

things.• Check in to locations !

• Make plans (future check-ins) !

• Earn points for hanging out with friends !

• Share photos !

• and much more!

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Focus on being really good at one

thing.“We decided that if we were going to build a company,

we wanted to focus on being really good at one

thing. We saw mobile photos as an awesome opportunity to try out some new ideas”—

Mike Krieger

@mblongii @neoinnovate

1 Product 1 Activity

Focus on being really good at one thing.

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Thinking in SystemsDeepen your understanding about the interactions

between people and their environments.

Human Activity System

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Evolve Your Understanding“Get out of the building”

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Lead with Questions

• How might we encourage more casual carpooling?

• What outcome do we expect from this design?

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Learn through MakingGather concrete evidence through rapid Build, Measure,

Learn feedback loops.

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Thank you!(^_^)