Trends, Platforms & UX Driven Development.

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?
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5. The Business Perspective: Why Mobile Platforms?
Why mobile platforms?
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6. The Business Perspective: Why Mobile Platforms?
Mobile devices are more
powerful than ever.
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7. The Business Perspective: Why Mobile Platforms?
Carrier control is largely
a thing of the past.
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8. The Business Perspective: Why Mobile Platforms?
Sell & deploy direct
to consumers.
App stores rule.
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9. iOS
App distribution:
App Store
In App Purchase
Enterprise Program
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10. Android
Market is fragmented:
Android Market
Carrier Stores
Amazon Store
Each with it’s own database...
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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?
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12. The Business Perspective: Why Mobile Platforms?
There are different
monetization models:
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13. The Business Perspective: Why Mobile Platforms?
Freemium
ngmoco
Rolando 2
Free
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14. The Business Perspective: Why Mobile Platforms?
Selling apps + in app purchases
Borange Inc.
Textie
Free
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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.
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19. Part 02
The Platform Perspective
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20. Devices
Phones
Non-Phones
Tablets
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21. Devices
Tablets != Smartphones
iPad (not equal) iPhone
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22. Platforms
Native apps vs.
Web Apps vs.
Mobile Web Content
Native apps have many benefits
Web-based content may have immediate advantages
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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%
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24. Operating systems
iOS
Android
Blackberry
Windows Phone 7
WebOS
MeeGo
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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%
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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
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27. For the purpose of this talk
We’ll focus on iOS:
iPhone
iPod Touch
iPads
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28. Part 03
iOS: Key Technologies & Strengths
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29. iOS: Key Technologies & Strengths
Touch
Sensors
Incredible displays
Always connected
Multitouch gestures
Personal - almost intimate
(continues)
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30. iOS: Key Technologies & Strengths
Platform is opinionated
UI standards clearly defined
Apps are small, precise, focused
Apps run full screen
Touch = immediacy, intuitiveness
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31. Email on the desktop
battling for the user’s attention
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32. Mail
on an iPhone
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33. Technologies (highlights)
UI Kit
Webkit
Location Services
Audio / Video Playback / Streaming
Limited Multitasking
Push Notifications
(continues)
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34. Technologies (highlights)
Core Animation
Core Text
QuickLook
Accessory Support
Airplay
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35. Part 04
What Makes a Great Mobile Product?
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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.
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37. Burbn, Inc.
Instagram
Free
Instagram has
gathered a whopping
one million users in
one month.
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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.
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39. Garrett
Murray
Ego
$1.99
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40. Little Pixels
Get Home
$1.99
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41. What Makes a Great Mobile Product?
App = UX = Brand
For most, the app is the only tangible part of
your brand.
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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
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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.
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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.
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48. Immersive App Utility App Productivity App
WeightBot Weather Things
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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
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50. Dropbox
iPhone + Android
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51. Yahoo
Flickr
iPhone
Let’s compare this
to the WP7 version...
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52. Yahoo
Flickr
Windows
Phone 7
Watch this video on: http://www.flickr.com/windows7/
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53. Twitter Inc.
Twitter
iPhone + Android
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54. What Makes a Great Mobile Product?
Quick point to consider
Mobile version !=
Porting existing software
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55. What Makes a Great Mobile Product?
A good mobile app would:
Fuse your company’s
strengths with the
platform’s sweet spots.
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56. Guardian
News &
Media
The
Guardian
Eyewitness
Free
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57. Part 05
Building a Mobile Product
a UX Driven Approach
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58. Product Development: A UX-driven process
The best apps are
developed using a UX
driven process.
This is how apple does it.
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59. Product Development: A UX-driven process
At Apple:
Apps are realized as
pixel-perfect mockups first.
Before any code is written.
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60. Product Development: A UX-driven process
So,
What is UX driven
development?
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61. Product Development: A UX-driven process
UX driven development is:
Planning the product
around empowering
the user.
Starting with the user interface.
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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.
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63. Product Development: A UX-driven process
Schematics
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64. Product Development: A UX-driven process
Schematics align teams
around visible, tangible
functionality.
Schematics reduce mistakes,
misunderstandings & mishaps.
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65. Product Development: A UX-driven process
Let’s go through a
typical process:
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66. Product Development: A UX-driven process
Concept to Product
UX driven process
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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
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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.
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74. Product Development: A UX-driven process
This process usually results in:
Internal alignment & motivation.
Better product.
Faster time to market.
Better market traction.
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75. Part 06
New Products: Rapid Prototyping
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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
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79. Part 07
UX driven product development process
Case study:
tawkon
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80. Part 08
Q&A
Discussion
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81. Thank You.
www.nascentgrp.com
Carmel Ventures Workshop January 2011