In this presentation, experience design expert Evan Gerber will share with you his insight on intersection of teens and mobile web marketing – and how to approach this demographic with a positive, resonant message. He’ll discuss critical success factors, such as the importance of stepping into the mind of a 16-year-old, learning how they talk, and essentially how you can best communicate to them. Evan will share the need for usability testing, and tips on how to make your testing effective and drive valuable results. In addition, this exercise look will provide an understanding of what users expect from their applications, identify common usability mistakes, and recognize emerging design patterns in the mobile Internet.

1. The wild west of mobile August 20, 2008

3. The Western Expansion

4. The Western Expansion

5. The Western Expansion

6. The Mobile Expansion

9. The mobile landscape: End Users The mobile landscape: End Users

16. The market is almost saturated

25. The mobile landscape: The Carriers The mobile landscape: The Carriers

29. Many Platforms, Many Phones

33. The mobile landscape: The Marketers The mobile landscape: The Marketers

38. Caution: Rapid Change

39. The bar is raised, and the game is changed The bar is raised, and the game is changed

49. Case Studies

50. Mobile and Teens Mobile and Teens

77. User Centric Mobile Design User Centric Mobile Design

78. What is User Centric Design?

88. Building: Don’t Miniaturize it

89. Building: Don’t Miniaturize it – Mobilize it!

90. Building: Pare it down to what’s crucial

92. Building: And then pare it down again

93. Building: And then pare it down again

100. Results from user testing Some Of Our Findings Some of Our Findings

110. Thanks for coming! Any Questions?