The Mobile Experience Ecosystem - Towards Personal Mobile Information Architectures
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Transcript of The Mobile Experience Ecosystem - Towards Personal Mobile Information Architectures
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PERSONAL MOBILE INFORMATION
ARCHITECTURES
OLIVER WEIDLICHIdeal Interfaces
ROD FARMERVodafone Hutchison Australia
Tuesday, 6 October 2009
@rodfarmer
linkedin.com/in/rodfarmer
ABOUT [email protected]
@oliverw
linkedin.com/in/oliverw
Tuesday, 6 October 2009
Page
"Mobile is the fastest and cheapest way to reach the largest number of people. There are billions of people
on this planet who still don't have access to the Internet. And we think mobile presents the biggest
opportunity to get them on the Internet.“Chris Sacca, former head of special initiatives at Google
late 2007
Tuesday, 6 October 2009
MOBILE IS DIFFERENT
Tuesday, 6 October 2009
DESIGNING
USER EXPERIENCESMOBILE
Tuesday, 6 October 2009
TRENDSMOBILEINFORMATIONARCHITECTURES
EMER
GING
Tuesday, 6 October 2009
WHY MOBILE IS DIFFERENTTuesday, 6 October 2009
810
DIFFERENCES IN THE MOBILE ENVIRONMENT
Highly variable context and environment
Small screen size and limited text input
UI takes up the entire screen
Difficult to multi-task and easy to get lost
Tuesday, 6 October 2009
999
Does it have a camera?
Wi-Fi?Facebook?
Check my email?Cheap!
Pre-Paid!
GPS
Great music features
Chinese?Looks great
IT’S MOBILE JIM, BUT NOT AS WE KNOW IT
Tuesday, 6 October 2009
Tuesday, 6 October 2009
Tuesday, 6 October 2009
Tuesday, 6 October 2009
A REALITY CHECKHOWEVER, 40% DATA TRAFFIC IS IPHONE/SMARTPHONE
Tuesday, 6 October 2009
ecosystem
E = F + P
FRAGMENTATION PROTECTIONISM
Networks
Devices
Carriers
Service Providers
Manufacturers
Operating Systems
Tuesday, 6 October 2009
CHALLENGES FOR GOOD MOBILE USER EXPERIENCESTuesday, 6 October 2009
DESIGNING MOBILE USER EXPERIENCESThere are many complexities in designing the mobile user experience, from the lack of UI and protocol standardisation to the range of contexts, conventions and services the mobile must support
speedsize
touch CSS
ajax
javascript
browsers
locationnavigation
task
goals
voice
integration
aesthetics
form factor
layout
language
HTML 5
timefunctionalitysimplicity
Tuesday, 6 October 2009
DEVICES DATA PRE-PAID/POST-PAID ENGAGEMENT USER BEHAVIOURS
IMPACT ON CUSTOMERS?
Tuesday, 6 October 2009
INTEGRATION v OWNERSHIP
Tuesday, 6 October 2009
OZ MOBILE SURVEYwww.aimia.com/mobile
Tuesday, 6 October 2009
USE FOR MORE THAN CALLS & SMSOZ MOBILE SURVEY
77%Tuesday, 6 October 2009
HAVE TWO MOBILE PHONESOZ MOBILE SURVEY
24%Tuesday, 6 October 2009
VISITING WEBSITES ON MOBILEOZ MOBILE SURVEY
Tuesday, 6 October 2009
IA ISSUESCOMPLEXITY INCONSISTENCY OTHER THINGS
Tuesday, 6 October 2009
“I KNOW WHAT UGOOGLY IS!”
Tuesday, 6 October 2009
GOALSABANDON THE UNNECESSARY
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SITUATED PLANNING
Tuesday, 6 October 2009
CONTENTTIME POOR SNACKING
Avg 15 mins per session
1.2 sessions per day
3-4 sticky products
15 secs page load
Tuesday, 6 October 2009
DECISION COMPLEXITYREDUCE OPPORTUNITIES FOR MISTAKES
Tuesday, 6 October 2009
CLICK INVESTMENTIT’S A SLOW, SMALL ENVIRONMENT
Tuesday, 6 October 2009
MESSAGINGVISUAL IMPACT ON ENGAGEMENTNOT BRANDING
initial repeat
beautifulengaging
functional
Tuesday, 6 October 2009
LAYOUTREMEMBER, MULTIPLE INPUTS
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Footer link | Footer link | Wrapped link
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Tuesday, 6 October 2009
FIXED v FLUIDTRADE-OFFS
Tuesday, 6 October 2009
FIXED v FLUIDTRADE-OFFS
Tuesday, 6 October 2009
33
FLUID MASTERSTuesday, 6 October 2009
HANDLING DIVERSITYDEVICE DETECTION
USER AGENT STRINGS
DEVICE HEADERS
NETWORK DETECTION
DEVICE PROFILING
USER PROFILING (TELCO?)
TRANSCODING
Tuesday, 6 October 2009
JUST PROVING A POINTDEVICE DETECTION
50 VARIANTS!
Tuesday, 6 October 2009
NOT CREATED EQUALBROWSER SUPPORT
BROWSER SUPPORT
CSS
AJAX
COOKIESSCRIPTS
SPEED
FONT
IMAGES
PAGE WEIGHT
CACHING
Tuesday, 6 October 2009
TRYING TO HELP THE USER - BUT HARMING
THE COST OF IA
$20/MB
60k
$1.20
@
=
Tuesday, 6 October 2009
GENERAL PRINCIPLES• Expect and manage diversity• De!ne device groups with Heroes• Create a default reference design• De!ne rules for content design and adaptation• Stick with Web Standards and "exible layout• Ensure adequate reporting• Avoid bleeding edge• Best experiences on best devices as rule of thumb
Tuesday, 6 October 2009
INTERNET MODELS OF USAGE
BIGGER DATA ALLOWANCES
ALWAYS ON
Tuesday, 6 October 2009
MOBILE IS NOT A PC IN YOUR POCKET
Tuesday, 6 October 2009
TRENDS
PERSONAL
INFORMATION
ARCHITECTURES
Tuesday, 6 October 2009
FROM THIS...MOBILE IAs
Tuesday, 6 October 2009
“Just like the frog in the heating water kettle, the mobile phone industry couldn’t itself notice that it was creating devices that were increasingly dif!cult to use and that the new – some really good – feature couldn’t be found among all the old ones.
It required someone outside the traditional mobile phone industry to shake the industry out of this.”
PANU KORHONEN
Tuesday, 6 October 2009
IPHONEMOBILE IAs
Tuesday, 6 October 2009
WINDOWS MOBILEMOBILE IAs
Tuesday, 6 October 2009
HTC SENSE UIMOBILE IAs
Tuesday, 6 October 2009
LG S-CLASS UIMOBILE IAs
Tuesday, 6 October 2009
SAMSUNG TOUCHWIZ UIMOBILE IAs
Tuesday, 6 October 2009
PALM WEBOSMOBILE IAs
Tuesday, 6 October 2009
PERSONALISING INTERFACESVODAFONE 360
Tuesday, 6 October 2009
3 PORTALMOBILE IAs
20072008
Tuesday, 6 October 2009
EXPERTNOVICESHIFT
AUTOMATIC MENU CUSTOMISATION
EXPERIENCE IMPROVED
Tuesday, 6 October 2009
THE FUTURE
Tuesday, 6 October 2009
OLIVER WEIDLICHIdeal Interfaces
ROD FARMERVodafone Hutchison Australia
Tuesday, 6 October 2009