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Embracing mobile platforms | nascent at carmel ventures

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Embracing mobile platforms | nascent at carmel ventures

  1. Embracing Mobile Platforms Trends, Platforms & UX Driven Development. www.nascentgrp.com Carmel Ventures Workshop January 2011
  2. A brand, product and service innovation consultancy. Working internationally for a wide range of global brands: SAP, Motorola, SanDisk, NDS, Kodak, Comverse, BetterPlace An expanding focus on the opportunities presented by mobile trends and devices. Carmel Ventures Workshop January 2011
  3. Outline The Business Perspective The Platform Perspective iOS: Key Technologies / Strengths What Makes a Great Mobile Product? Building a Mobile Product: a UX Driven Approach New Products: Rapid Prototyping Carmel Ventures Workshop January 2011
  4. Part 01 The Business Perspective Why Mobile Platforms? Carmel Ventures Workshop January 2011
  5. The Business Perspective: Why Mobile Platforms? Why mobile platforms? Carmel Ventures Workshop January 2011
  6. The Business Perspective: Why Mobile Platforms? Mobile devices are more powerful than ever. Carmel Ventures Workshop January 2011
  7. The Business Perspective: Why Mobile Platforms? Carrier control is largely a thing of the past. Carmel Ventures Workshop January 2011
  8. The Business Perspective: Why Mobile Platforms? Sell & deploy direct to consumers. App stores rule. Carmel Ventures Workshop January 2011
  9. iOS App distribution: App Store In App Purchase Enterprise Program Carmel Ventures Workshop January 2011
  10. Android Market is fragmented: Android Market Carrier Stores Amazon Store Each with it’s own database... Carmel Ventures Workshop January 2011
  11. The Business Perspective: Why Mobile Platforms? New monetization opportunities. Ability to sell software to consumers in a super-easy way. Ability to monetize content. Who thought 2-3 years ago that NYT could sell content? that Wired could? that local newspapers could? Who thought you could sell indie software? —!for a mass market? Carmel Ventures Workshop January 2011
  12. The Business Perspective: Why Mobile Platforms? There are different monetization models: Carmel Ventures Workshop January 2011
  13. The Business Perspective: Why Mobile Platforms? Freemium ngmoco Rolando 2 Free Carmel Ventures Workshop January 2011
  14. The Business Perspective: Why Mobile Platforms? Selling apps + in app purchases Borange Inc. Textie Free Carmel Ventures Workshop January 2011
  15. The Business Perspective: Why Mobile Platforms? Free consumer app > big backend server product Airstrip Monitoring Remote Patient Monitoring Free Interfaces with a big, commercial server side solution that transmits this information to mobile devices. Carmel Ventures Workshop December 2010
  16. The Business Perspective: Why Mobile Platforms? Free consumer app > extends web based ecosystem Tumblr Tumblr Free Carmel Ventures Workshop December 2010
  17. The Business Perspective: Why Mobile Platforms? Selling apps Freemium Selling apps + in app purchases Free consumer app > big backend server product Banks, EMRs, etc. Free consumer app > extends web based ecosystem These sometimes drastically improve the web-based service: By an order of magnitude, twitter is better as a native iPhone app than as a web app. Subscription based charge Might have challenges on iOS. Carmel Ventures Workshop January 2011
  18. The Business Perspective: Why Mobile Platforms? Opportunities A mobile app can expand our business outreach and make it possible for more people to engage with us, in broader use cases. Carmel Ventures Workshop January 2011
  19. Part 02 The Platform Perspective Carmel Ventures Workshop January 2011
  20. Devices Phones Non-Phones Tablets Carmel Ventures Workshop January 2011
  21. Devices Tablets != Smartphones iPad (not equal) iPhone Carmel Ventures Workshop January 2011
  22. Platforms Native apps vs. Web Apps vs. Mobile Web Content Native apps have many benefits Web-based content may have immediate advantages Carmel Ventures Workshop January 2011
  23. The Business Perspective: Why Mobile Platforms? Other 7% The Most Used Mobile Safari Android 22% 11% Web Browsers November 2010 http://gs.statcounter.com/#mobile_browser- ww-monthly-200910-201009 Nokia 17% Opera 22% The Android browser, some BlackBerry & Nokia browsers, Safari are all BlackBerry based on WebKit. 19% Carmel Ventures Workshop January 2011
  24. Operating systems iOS Android Blackberry Windows Phone 7 WebOS MeeGo Carmel Ventures Workshop January 2011
  25. Total U.S. Market & Smartphone Market Share October 2010 Source: The Nielsen Company Total U.S Market Share October 2010 U.S Smartphone OS Share October 2010 Smartphone 29.7% Apple iOS Windows 27.9% Mobile 14.0% RIM BlackBerry Android Feature Phone 27.4% 22.7% 70.3% Carmel Ventures Workshop January 2011
  26. Which Platform? Choose the right platform for the job BlackBerry might be great for hardcore corporate business users Android might be good for stretching the boundaries of system integration Carmel Ventures Workshop January 2011
  27. For the purpose of this talk We’ll focus on iOS: iPhone iPod Touch iPads Carmel Ventures Workshop January 2011
  28. Part 03 iOS: Key Technologies & Strengths Carmel Ventures Workshop January 2011
  29. iOS: Key Technologies & Strengths Touch Sensors Incredible displays Always connected Multitouch gestures Personal - almost intimate (continues) Carmel Ventures Workshop January 2011
  30. iOS: Key Technologies & Strengths Platform is opinionated UI standards clearly defined Apps are small, precise, focused Apps run full screen Touch = immediacy, intuitiveness Carmel Ventures Workshop January 2011
  31. Email on the desktop battling for the user’s attention Carmel Ventures Workshop January 2011
  32. Mail on an iPhone Carmel Ventures Workshop January 2011
  33. Technologies (highlights) UI Kit Webkit Location Services Audio / Video Playback / Streaming Limited Multitasking Push Notifications (continues) Carmel Ventures Workshop January 2011
  34. Technologies (highlights) Core Animation Core Text QuickLook Accessory Support Airplay Carmel Ventures Workshop January 2011
  35. Part 04 What Makes a Great Mobile Product? Carmel Ventures Workshop January 2011
  36. What Makes a Great Mobile Product? Do one thing exceptionally well. the best apps are laser-focused on a core idea. for most companies, this idea takes some time to take in. Carmel Ventures Workshop January 2011
  37. Burbn, Inc. Instagram Free Instagram has gathered a whopping one million users in one month. Carmel Ventures Workshop January 2011
  38. What Makes a Great Mobile Product? Simplify. Simplify again. Small screens & limited resources should help us focus on the very essence of our product. Devices are strong, but not super-powered. This helps us focus. Squeeze only the very essence of your product. Carmel Ventures Workshop January 2011
  39. Garrett Murray Ego $1.99 Carmel Ventures Workshop January 2011
  40. Little Pixels Get Home $1.99 Carmel Ventures Workshop January 2011
  41. What Makes a Great Mobile Product? App = UX = Brand For most, the app is the only tangible part of your brand. Carmel Ventures Workshop January 2011
  42. Skype Software Skype Free Skype brand is inseparable from Skype the app. It is the main touch point with it’s audiences. Far more significant than traditional touch points like it’s website. Carmel Ventures Workshop January 2011
  43. What Makes a Great Mobile Product? The UI is the app. Users perceive the UI as the product. They are unaware of everything else. Understanding this is key to planing the product’s scope & story. Carmel Ventures Workshop January 2011
  44. Shazam Entertainment ltd. Shazam Free Carmel Ventures Workshop January 2011
  45. What Makes a Great Mobile Product? It’s not about you. Users don’t interact with you, they interact with one more app on their iPhone. Adhering to platform conventions & expectations can be crucial for success. Carmel Ventures Workshop January 2011
  46. Twitter, Foursquare, Textie, Things, Design Observer Are just a few apps that I experience occasionally when using my iPhone. Carmel Ventures Workshop January 2011
  47. What Makes a Great Mobile Product? Guidelines Certain things are done in certain ways on each platform. Controls & elements have specific uses, sizes & behaviors. Misusing those can cause confusion & frustration. Carmel Ventures Workshop January 2011
  48. Immersive App Utility App Productivity App WeightBot Weather Things Carmel Ventures Workshop January 2011
  49. What Makes a Great Mobile Product? Be platform specific. Cross-platform-ness might sound like a good idea, but as a strict requirement it might cripple innovation Carmel Ventures Workshop January 2011
  50. Dropbox iPhone + Android Carmel Ventures Workshop January 2011
  51. Yahoo Flickr iPhone Let’s compare this to the WP7 version... Carmel Ventures Workshop January 2011
  52. Yahoo Flickr Windows Phone 7 Watch this video on: http://www.flickr.com/windows7/ Carmel Ventures Workshop January 2011
  53. Twitter Inc. Twitter iPhone + Android Carmel Ventures Workshop January 2011
  54. What Makes a Great Mobile Product? Quick point to consider Mobile version != Porting existing software Carmel Ventures Workshop January 2011
  55. What Makes a Great Mobile Product? A good mobile app would: Fuse your company’s strengths with the platform’s sweet spots. Carmel Ventures Workshop January 2011
  56. Guardian News & Media The Guardian Eyewitness Free Carmel Ventures Workshop January 2011
  57. Part 05 Building a Mobile Product a UX Driven Approach Carmel Ventures Workshop January 2011
  58. Product Development: A UX-driven process The best apps are developed using a UX driven process. This is how apple does it. Carmel Ventures Workshop January 2011
  59. Product Development: A UX-driven process At Apple: Apps are realized as pixel-perfect mockups first. Before any code is written. Carmel Ventures Workshop January 2011
  60. Product Development: A UX-driven process So, What is UX driven development? Carmel Ventures Workshop January 2011
  61. Product Development: A UX-driven process UX driven development is: Planning the product around empowering the user. Starting with the user interface. Carmel Ventures Workshop January 2011
  62. Product Development: A UX-driven process The main output of this process is: A detailed planning of the product’s UI. We call this Schematics. Carmel Ventures Workshop January 2011
  63. Product Development: A UX-driven process Schematics Carmel Ventures Workshop January 2011
  64. Product Development: A UX-driven process Schematics align teams around visible, tangible functionality. Schematics reduce mistakes, misunderstandings & mishaps. Carmel Ventures Workshop January 2011
  65. Product Development: A UX-driven process Let’s go through a typical process: Carmel Ventures Workshop January 2011
  66. Product Development: A UX-driven process Concept to Product UX driven process Carmel Ventures Workshop January 2011
  67. Product Development: A UX-driven process User Research (shadowing) Presentation at McKesson December 2010
  68. Product Development: A UX-driven process Ideation Presentation at McKesson December 2010
  69. Product Development: A UX-driven process Scope Definition NewCo TV UIphone Presentation at McKesson December 2010
  70. Product Development: A UX-driven process Schematic Design Carmel Ventures Workshop January 2011
  71. Product Development: A UX-driven process Visual Design
  72. Product Development: A UX-driven process UX Design Process + Development Process Carmel Ventures Workshop January 2011
  73. Product Development: A UX-driven process This process makes business sense: A detailed planning of the product’s UI sets expectations & nails down requirements. Carmel Ventures Workshop January 2011
  74. Product Development: A UX-driven process This process usually results in: Internal alignment & motivation. Better product. Faster time to market. Better market traction. Carmel Ventures Workshop January 2011
  75. Part 06 New Products: Rapid Prototyping Carmel Ventures Workshop January 2011
  76. New Products: Rapid Prototyping In a relatively small period of time A small group can plan, design & build a mockup/prototype that has tremendous impact. Mockups = a static visual design of a non-existing product / feature Carmel Ventures Workshop January 2011
  77. Carmel Ventures Workshop January 2011
  78. New Products: Rapid Prototyping Mockups make theory tangible. Can persuade internally Clarify product needs A strong marketing tool Carmel Ventures Workshop January 2011
  79. Part 07 UX driven product development process Case study: tawkon Carmel Ventures Workshop January 2011
  80. Part 08 Q&A Discussion Carmel Ventures Workshop January 2011
  81. Thank You. www.nascentgrp.com Carmel Ventures Workshop January 2011

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