Successful mobile apps focus on a single, purposeful activity.

1. Activity-Centered
Design
Successful mobile apps focus on a single,
purposeful activity.
@mblongii @neoinnovate

2. Activity: any purposeful
human endeavor
@mblongii @neoinnovate

3. Facebook:
Keeping up with
friends & family
!
AKA:
Maintaining Social Ties
@mblongii @neoinnovate

4. Instagram
Photo Sharing
@mblongii @neoinnovate

5. Twitter
Sharing Status
@mblongii @neoinnovate

6. Mobile-Social
The end of social networks and
the rise of activity-centered
social apps
@mblongii @neoinnovate

7. Twitter v1: sharing status
“A system where you can SMS
message to one phone number and
broadcast to all of your friends”
@mblongii @neoinnovate

8. $TWTR today: sharing status
“Find out what’s happening, right
now, with the people and
organizations you care about.”
@mblongii @neoinnovate

9. +
Sharing
Status
≠
Listening to
Music
@mblongii @neoinnovate
Music
Discovery

10. I'm not going to follow artists if it
adds them to my regular Twitter …
Not interested in seeing artist's
updates in my regular feed.
@mblongii @neoinnovate

11. Pointless. You can't listen to whole
songs, only 30 second clips unless
you have a Spotify account.
@mblongii @neoinnovate

12. iTunes Ping
2010 – 2012
!
Replaced by Facebook and
Twitter integrations
@mblongii @neoinnovate

13. Burbn tried to
be too many
things.
•
Check in to locations
!
•
Make plans (future check-ins)
!
•
Earn points for hanging out with
friends
!
•
Share photos
!
•
and much more!
@mblongii @neoinnovate

14. Focus on
being really
good at one
thing.
“We decided that if we were
going to build a company,
we wanted to focus on
being really good at one
thing. We saw mobile photos
as an awesome opportunity
to try out some new ideas”—
Mike Krieger
@mblongii @neoinnovate

15. 1 Product
1 Activity
Focus on being really good
at one thing.
@mblongii @neoinnovate

16. Human Activity System
Thinking in Systems
Deepen your understanding about the interactions
between people and their environments.
@mblongii @neoinnovate

17. Evolve Your Understanding
“Get out of the building”
@mblongii @neoinnovate

18. Lead with Questions
•
How might we encourage more casual carpooling?
•
What outcome do we expect from this design?
@mblongii @neoinnovate

19. Learn through Making
Gather concrete evidence through rapid Build, Measure,
Learn feedback loops.
@mblongii @neoinnovate

20. Thank you!
(^_^)
@mblongii @neoinnovate