Razorfish + Mobile

8/14/2019 Razorfish + Mobile

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Mobile Clients : Adidas, AOL, Audi, Axe, Best Buy, Carnival Cruiseline, Citi,Dow Jones, eBay, Godiva, JC Penney, Nike, Ralph Lauren, Visa, XM Radio

and others

Platforms: Mobile web, iPhone OS, Android

Razorfish + Mobile

Photo by DJ-Nike on Flickr


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prologue


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For the past several years our clients in Europe

and Asia have been embracing mobile.


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Europe - Adidas


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Europe - AXE


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Asia - Nike


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But in the U.S. there wasnt much demand for

mobile, until.


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Photo by Vedia on Flickr


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All of a sudden, clients are interested in mobile

(particularly iPhone) and are beginning to ask us alot of (the same) questions


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so here are 5 principles to address the

questions that clients are asking us.


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5 principles

For mobile UX


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Principle no. 1 Get your hands dirty


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Invest in innovation

Build skills, learn by doing

Ideally give money, or time

Freedom to fail

Share knowledge, archive experiments

Principle no. 1 Get your hands dirty


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Principle no. 2 Choose your platform carefully


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Know the target audience: what phones, OS, carriers customers are using

Device agnostic or native application (or hybrid)?

iPhone is probably the best bang for the buck (stability, exposure in iTunes)

Principle no. 2 Choose your platform carefully


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Sometimes mobile web makes more sense


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Principle no. 3 Embrace mo-jile

Photo source: w3.org


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Agile development seems particularly suited for mobile.

Cross-functional disciplines (creative, ux, tech)

Control of feature set

Rapid development process

Test early and often

Hybrid process mo-jile?

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Principle no. 3 Embrace mo-jile


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A hybrid agile approach for mobile ux

High-Level

Functionality

Contract

Product Brief

Prioritized Features/Functions

High-level AppArchitecture & Roadmap

Prototype (keyfunctionality)

Business rules

Visual styleguide

Visual comps

Wireframes

Task flow diagrams

Code production

Supporting

infrastructure Set-Up

Rapid User Testing

Release

SOW > Visioning Phase >

Agile Build Phase

Sprint 1 > Sprint 2 > Sprint 3 > Sprint 4 >


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Core team snapshot

FA Supports Management of

the Backlog

Explains functionalitybetween the prototypeand the real site

Attends both the Tech andUX scrums

PM

Ensures alignment with

business objectives andthroughout process

Keeps project on track(timing and budget) D

eveloper

Building the prototype

into a real site

Bug fix of the real site

Launch Support

Designer

Partnering with UX to

fulfill the earlydevelopment of comps,

wireframes and copydecks that enableprototype development

Experience Creates a draft of stories

for the planning meeting

Creates work flow through

prototype

Leads Consumer Testing

ContentandC

opy

Validates that evolution ofthe prototype can be

supported from a contentfeed perspective.


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v v v

Principle no. 4 Sweat the details


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Dont throw out the standard experience deliverables just yet

Application architecture diagram, wireframes, task flows, feature matrix

Gestural methods, sound, microphone, camera, accelerometer

UX suddenly got a lot more complicated

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Principle no. 5 Be Unique


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Difficult to stand out from the crowd

Take risks

Push the envelope technologically

Focus only on core features (strengths)

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1. Get your hands dirty2. Choose your platform carefully3. Embrace mo-jile4. Sweat the details5. Be unique

Rinse + repeat

5 principles recap


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epilogue


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The iPhone has set a new benchmark for user

experience

Photo by duncandavidson on Flickr


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But is it just the tip of the iceberg?

Photo source: Slashgear.com


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Augmented reality was available first on Android

Photo Source: Mobilizy.com


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Advanced telecommunications services on iPhone

have been problematic

Photo source: Techcrunch .com


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PCs and Phones continue to converge


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New devices and platforms bring enormous

possibilities coupled with potentially huge

usability headaches.


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Welcome to the golden age of mobile usability


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e: [email protected]: @koutlaw

Razorfish + Mobile

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