Post on 06-May-2015
description
edenspiekermann_
amsterdam berlin stuttgart
the here now generation: master mobile
Edo van Dijk november 2011
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Users
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Users why
who
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Content
Users why
who
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Content
Users why
what
who
how
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Context Content
Users why
what
who
when where
how
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Context Content
Users why
what
who
when where
how now here
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“One of the interesting estimates is that there are about 35 billion devices connected to the internet. Soon, there will be so many that we’ll stop counting.”
Eric Schmidt - Google
2010 estimates put the world population over 6.8 billion inhabitants...
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In 2 years time, more people will use internet via mobile than via desktop devices
http://www.flickr.com/photos/matthewcouperphotography/3953833698/
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Over 46 million Europeans use full internet on their smartphones. This will more than double over the next 12 months.
http://moconews.net/article/419-infographic-smartphones-and-apps-in-europe/
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Mobile data usage will explode in the coming 3-4 years
Source: Annual Report Deutsche Telekom 2009
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2008 2009 2010 2011 2012 2013 2014 2015
Average mobile data usage in Gb per month
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…what’s going on ?
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Users why
who
Context Content
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3 types of users*
Users
who
*according to Google (2007)
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3 types of users*
http://www.informationweek.com/blog/main/archives/2007/04/google_lays_out.html
Repetitive now Bored now Urgent now
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3 types of users*
http://www.informationweek.com/blog/main/archives/2007/04/google_lays_out.html
Repetitive now Bored now Urgent now
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Repetitive now Bored now Urgent now
http://www.informationweek.com/blog/main/archives/2007/04/google_lays_out.html
3 types of users*
edenspiekermann_ http://www.flickr.com/photos/samuelkubecka/5157711698
Repetitive now
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edenspiekermann_ http://www.flickr.com/photos/bcmom/375125992
Bored now
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edenspiekermann_ http://www.flickr.com/photos/54459739@N08/5591621735
Urgent now
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edenspiekermann_ http://www.slideshare.net/yiibu/beyond-themobilewebbyyiibu
comfy chair
focused user
privacy
unlimited wi!?
reliable power source?
reliable network?
1hr train ride
or this...
two hands
it’s now also this...full-sized keyboard
comfy chair
focused user
work surface
environment
privacy
unlimited data
reliable power source
reliable network
http://www.flickr.com/photos/othree/5224045406
comfy chair
prone to interruptions
privacy
reliable power source
and maybe some of this?
http://www.flickr.com/photos/joeshlabotnik/2359224681
one hand
gravity
http://www.flickr.com/photos/mattedgar/3724116027
or possibly this...
iPad 2 magnets are apparently strong
enough to ‘natively’ do this!
http://tumblr.topherhulett.com/post/3902283232/i-know-you-were-wondering-yes-the-magnets-in
mobile has become an extension of ourselves
edenspiekermann_ http://www.slideshare.net/yiibu/beyond-themobilewebbyyiibu
“We’re in a world of one line of connectivity. That’s us. You see… we don’t have to ‘go’ to the internet anymore.”
Mitch Joel - TEDxMontreal
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“...the mobile internet is more convenient than my home connection…”
say 30% of respondents – Yahoo/Nielsen Mobile Shopping research
http://www.flickr.com/photos/jcfrog/4692750598
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“For kids like my 13 year-old, the boundaries between the internet and life are so porous as to be meaningless.”
Comment on the Guardian web site
http://www.flickr.com/photos/tocaboca/5523598823
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What does this mean for your mobile strategy?
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Step into your customer’s life
http://www.slideshare.net/JoostHolthuis/tedx-holthuis-24052011
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Slide 8 © Fjord 2011 | Confidential
7:00 AM Wake up, get
ready
8:02 AM Drink coffee, read news, check email
8:30 AM Drive to work 9:00 AM
Work day begins
12:00 PM Lunchtime, call a friend
2:48 PM Take a break,
browse phone 5:00 PM
Work day ends. Drive home
9:20 PM Bedtime, set alarm clock for tomorrow
6:40 PM Dinnertime, watch TV, browse tablet
Different screens dominate at different times http://www.slideshare.net/fjordnet/next-generation-devices-for-next-generation-users
Live the customer journey
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Involve users. Let them share, react and participate.
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Involve customers. Create a new kind of loyalty.
http://www.snapforbusiness.com/index.php/home
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Don’t try and control the conversation. It will continue elsewhere.
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Context Content
Users
what
how
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Content, not ‘chrome’ Make content interactive and navigable, reduce the user interface
http://www.slideshare.net/yiibu/beyond-themobilewebbyyiibu
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On smaller screens, content naturally ends up front and centre
http://www.slideshare.net/yiibu/beyond-themobilewebbyyiibu
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Make designs ‘responsive’ Design content in such a way that it can adapt to different context
http://www.alistapart.com/articles/responsive-web-design
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21
Present corporate site
23 22
Southwest Airlines Mobile App
‘Mobile First’ Design for mobile apps first before making the desktop version
Native app Site could have looked like this
http://mobilism.nl/2011/coverage - lukewroblewski-mobilefirst-mobilsm11.pdf
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http://www.flickr.com/photos/lisasanderson/3414118999/
(often all-purpose) data containers...most sites are built as giant
http://www.flickr.com/photos/56705607@N00/3555678336
would do just fine...
perhaps a couple of these
Create ‘Distributed Experiences’ Not everything needs to be on the corporate site.
http://www.slideshare.net/yiibu/beyond-themobilewebbyyiibu
Most sites are built as giant data containers…
Perhaps a couple of these would do just fine…
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media
apps
search
ads we see examples of this already
http://www.slideshare.net/yiibu/beyond-themobilewebbyyiibu
These distributed experiences together form an ecology, geared towards the user’s needs
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Context
why
when where
Content
Users
edenspiekermann_ Fjord - Designing for the connected world, Mobile 2.0 Conference, Barcelona, June 2011
Lean-back, together, passive
Lean-forward, concentrated, editing Handy, alert, agile and active
Relaxed, alone & together, watching, browsing
Context is unpredictable and changes constantly
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Create ‘Liquid Experiences’ to accomodate users on-the-go and keep them connected.
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Create ‘Liquid Experiences’ to accomodate users on-the-go and keep them connected.
edenspiekermann_ http://www.layar.com
Herengracht 348/hs EUR 829.000 k.k. Woonoppervlak 156 m2 Afstand: 85m Makelaarskantoor Babs Persoons B.V.
Be relevant on location
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Be relevant on location
http://www.iamsterdam.com/en/visiting/placestogo/exploreamsterdam/qr_tours
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Add value to your customer’s life
http://www.winestein.info
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Be indispensable
http://www.sentres.com
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Context
• Let users react, share and participate • Develop an ecology based on customer needs • Step into your customer’s life • Live the customer journey
Content
Users
• Focus on content, not on ‘chrome’ • Make content adaptable to context • Design responsively • ‘Mobile first’
• Context is variable, unpredictable and changes constantly • You can’t control everything anymore • Be relevant, add value, be indispensable
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http://www.flickr.com/photos/armaggeusa/3176297283
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“
http://www.slideshare.net/yiibu/beyond-themobilewebbyyiibu
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
edenspiekermann_
amsterdam berlin stuttgart
thank you
http://edenspiekermann.com/en/mobile