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Mobile UX — State of the Art & Challenges UXperts.mobi, April 29th 2013

Johan Verhaegen

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TV

mobile

desktop touch

web

Giving  technology  a  human  face  

The  world  outside  •  Users  •  Tasks  •  Context  

Business  context  •  Business  domain  •  Vision  &  mission  •  Technology  •  Data  

Mobile  UX  strategy  •  NaCve  •  Web  

•  mobile  •  responsive  

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Business context

“Skate where the puck’s going, not where it’s been.” Wayne Gretzky

Walter  Gretzky   ‘Gretzky’s  Office’  

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hKp://wiki.developerforce.com/page/NaCve,_HTML5,_or_Hybrid:_Understanding_Your_Mobile_ApplicaCon_Development_OpCons  

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Challenge n°1 - So, do you skate where the puck’s going?

The world outside users • tasks • context

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“Start with the customer and work backwards.” Jeff Bezos

Let's  get  out  of  this  building…  

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…and  enter  into  the  real  world  

hKp://www.mobify.com/blog/  

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Your  building.  Do  you  get  out  from  :me  to  :me?  

Challenge  n°  2  

Mobile UX strategy native • mobile • responsive

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“You don’t walk into a hardware store, notice a good-looking shovel, then say “Boy this sure looks like a mighty fine looking shovel. I’m gonna head home and start finding stuff to dig up with this here shovel.” Brad Frost, blogpost “Native vs Web” is total bullshit, July 2011

the native road

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“As of this writing, there’s no contest: Ship [native] mobile apps if you can afford it (…) We measured a success rate of 74 percent when people used [native] mobile apps, which is much higher than the 64 percent recorded for mobile-specific websites.” Jakob Nielsen, Mobile Usability, 2013

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Jakob  ‘we  know,  because  we’ve  seen  it  happen’  Nielsen  Jakob  Who?  

§ When to build? §  you want

§  rich interaction §  fluent animations §  full access to device functionality §  shiny graphics §  on a level you would struggle with HTML5 (at the time of this

writing)

§  you can afford it (and the price tag tends to go up and up and…)

§  more platforms, often forked in ¨  sub-platforms: e.g. iOS for iPhone and iPad ¨  sub-versions: Android Honeycomb, Ice Cream Sandwich,

Jelly Bean,…

§  native development is not a walk in the park

The native road - when

native

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§ When to build? <ctd>

§  you want to be present in app stores §  your competitors have already set up camp there

§  you like some cash ¨  minus a 30% cut for the [platform] owner

§  your users will download updates, won’t they…?

The native road - when

native

§  Your focus is on §  best possible (device-specific) UX

§  multitouch

§  fast graphics (how’s the refresh rate?)

§  fluid animations

§  ease of use

§  a solid business case

The native road - focus

native

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HAZMAT  evac   Cargo  Decoder  

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§  Limited continuity between different contexts

§  No comparable desktop and mobile experience

§  Features and content not equally likely to be accessed on multiple devices

§  Other iOS native apps already being used

§  Interesting times…

Nokeos design strategy

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The web road

“Once you start thinking in terms of networks, it just doesn’t make much sense to prefer local apps, with downloadable, installable code that needs to be constantly updated. (…) But we’re not yet in a world of infinite speed, so that’s why we have mobile apps and PC and Mac software on laptops and phones. That’s why there are still Xbox games on discs. That’s why everything isn’t in the cloud. But eventually the technology wants it all to be up there.” Marc Andreessen, Wired Magazine, April 2012

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Marc  ‘a  lot  of  things  you  want  to  do  as  part  of  daily  life  can  now  be  done  over  the  internet’  Andreessen  Marc  Who?  

the web road

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§  Mobile-optimized websites and web applications §  Living on the web §  Often a subset of content/features of the

“normal” version of the website/web application §  but what’s important? what’s not?

-> user research (esp. data analysis) will help you out

§  A wide audience reach

The web road, direction mobile

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§ When to build? §  your users’ goals differ depending on device/context §  you offer ‘simple’ functionality like look-ups and

simple workflows §  you need speed

§  you don’t need §  lots of editing or data manipulation §  on-device functions

The web road, direction mobile - when

§  Your focus is on §  stripping features that are not the core of the mobile

use case §  reducing ⎜ removing ⎜ demoting §  enlarging interface elements §  providing an emergency exit

§  cross-link from desktop site (or ‘full site’) to mobile site and vice versa

The web road, direction mobile - focus

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Omdat bewegen gezond is

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f l u i d g r i d s

f l e x i b l e m e d i a

m e d i a q u e r i e s

©  ezmarkup.com/learn-­‐how-­‐to-­‐design-­‐a-­‐mobile-­‐website.html  

©  2013  Brad  Frost  

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“Perhaps there’s a compelling reason to keep your site’s desktop and mobile experiences separate, or perhaps your content would be better served by a responsive approach. Only you and your users know for certain.” Ethan Marcotte - Responsive Web Design, 2011

That’s  right.  This  guy  sCll  has  to  prove  a  thing  or  two.  Like  most  of  us.  

Ethan  Who?  

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§ When to build? §  you want continuity between different contexts §  you want a seamless multi-device experience §  the features and content you offer are equally likely

to be accessed on multiple devices

§  you don’t ‘over-code’ §  might indicate that you need to go native or mobile §  and that might even be cheaper to build and maintain

The web road, direction responsive - when

§  Your focus is on §  content/feature-driven design §  tiny screen usability §  multi-device customization

§  touch interaction ¨  gestures

§  design patterns ¨  navigation, data grids, forms,…

§  graphical design ¨  typography, images, backgrounds,…

The web road, direction responsive - focus

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curren

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native

Challenge  n°  3  -­‐  So,  which  road  will  you  choose?    

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Mobile  UX  strategy  •  NaCve  •  Web  

•  mobile  •  responsive  

The  world  outside  •  Users  •  Tasks  •  Context  

Business  context  •  Business  domain  •  Vision  &  mission  •  Technology  •  Data  

See also -  www.higroup.com/news-publications/white-papers -  www.higroup.com/cases

De Regenboog 11 2800 Mechelen +32 (0)15 40 01 38 www.higroup.com

@higroup

Human Interface Group

Human Interface Group

johan.verhaegen@higroup.com @johanverhaegen