The Here-Now Generation: master mobile

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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

0

2

4

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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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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


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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.


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


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.

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“


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

The Here-Now Generation: master mobile

Design

Transcript of The Here-Now Generation: master mobile