Download - Deviceism: Solving the Small Screen Problem
Deviceism #deviceism
de· vice· ism /di’vīsizəm/
noun
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Prejudice, discrimination, or antagonism directed against the validity of a use case on based on screen size.
#deviceism | @McAtoms
Well… Why not?
People won’t do that on mobile…
#deviceism | @McAtoms
Reasons People Don’t Do Things.
Complicated
They Can’t
Too Difficult Hard to Understand
Rather be doing something else
Time Consuming
Driving
They’re Out/Busy
Touch ScreensNo keyboard No Mouse
Screen is too small
#deviceism | @McAtoms
They Don’t Want To
Reasons People Don’t Do Things.
Complicated
They Can’t
Too Difficult Hard to Understand
Rather be doing something else
Time Consuming
Driving
They’re Out/Busy
Touch ScreensNo keyboard No Mouse
Screen is too small
#deviceism | @McAtoms
They Don’t Want To
Reasons People Don’t Do Things.
Complicated
They Can’t
Too Difficult Hard to Understand
Rather be doing something else
Time Consuming
Driving
They’re Out/Busy
Touch ScreensNo keyboard No Mouse
Screen is too small
#deviceism | @McAtoms
They Don’t Want To
Reasons People Don’t Do Things.
Complicated
They Can’t
Too Difficult Hard to Understand
Rather be doing something else
Time Consuming
Driving
They’re Out/Busy
Touch ScreensNo keyboard No Mouse
Screen is too small
#deviceism | @McAtoms
They Don’t Want To
They’re Out/Busy They Don’t Want To
They’re Out/Busy They Don’t Want To
context intent
People won’t do that on mobile…
#deviceism | @McAtoms
Context _______. Intent ____ ___.
Chapter 1People won’t do that on mobile…
#deviceism | @McAtoms
Who Are These People?How do we categorize these people….
People won’t do that on mobile… #deviceism | @McAtoms
Interests
Employment
Age
Affluence
Ethnicity
Gender
Who Are These People?How do we categorize these people….
People won’t do that on mobile… #deviceism | @McAtoms
Demographics.
People won’t do that on mobile… #deviceism | @McAtoms
Where someone is. What they want to do. What devices they use. What they care about.
Demographics.
People won’t do that on mobile… #deviceism | @McAtoms
Where someone is. What they want to do. What devices they use. What they care about.
Demographics.
context & intent
People won’t do that on mobile… #deviceism | @McAtoms
Right?
People won’t do that on mobile… #deviceism | @McAtoms
Where People Use Their Devices
31%
69%
Computer
40%60%
Phone
21%
79%
Tablet
Out of Home At Home
People won’t do that on mobile… #deviceism | @McAtoms
Where People Use Their Smartphone
0%
23%
45%
68%
90%
Waiting Bed Bathroom TV Commuting Social Events Shopping
43%46%57%61%
75%81%83%
People won’t do that on mobile… #deviceism | @McAtoms
Where People Use Their Smartphone
0%
23%
45%
68%
90%
Waiting Bed Bathroom TV Commuting Social Events Shopping
43%46%57%61%
75%81%83%
People won’t do that on mobile… #deviceism | @McAtoms
25% < Liars
Where People Use Their Smartphone
0%
23%
45%
68%
90%
Waiting Bed Bathroom TV Commuting Social Events Shopping
43%46%57%61%
75%81%83%
People won’t do that on mobile… #deviceism | @McAtoms
25% < Liars
Demographics
http://bit.ly/mobileonly
Mobile as Primary Internet Device
45% 51%42% 40%
Age 18 - 29 African Americans Hispanic Americans Low Income Adults
People won’t do that on mobile… #deviceism | @McAtoms
Device Deserts
Conclusion: All People use their devices anywhere.
People won’t do that on mobile… #deviceism | @McAtoms
Demographics are a horrible way to predict context.
People won’t do that on mobile… #deviceism | @McAtoms
Demographics are a horrible way to predict context.
But what about intent?
People won’t do that on mobile… #deviceism | @McAtoms
Chapter 2People won’t do that on mobile
#deviceism | @McAtoms
What is THAT?
People won’t do that on mobile… #deviceism | @McAtoms
THAT = intent.
People won’t do that on mobile… #deviceism | @McAtoms
Intent on Mobile (Defined by Google and @LukeW)
Lookup / Find
Explore / Play
Check In / Status
Edit / Create
People won’t do that on mobile… #deviceism | @McAtoms
Intent on Mobile (Defined by Google and @LukeW)
Lookup / Find
Explore / Play
Check In / Status
Edit / Create
(urgent) (repeat)
(bored)(urgent, bored)
People won’t do that on mobile… #deviceism | @McAtoms
Intent on Mobile (Defined by Google and @LukeW)
Lookup / Find
Explore / Play
Check In / Status
Edit / Create
Intent Online
(urgent) (repeat)
(bored)(urgent, bored)
People won’t do that on mobile… #deviceism | @McAtoms
Intent doesn’t change based on device.
People won’t do that on mobile… #deviceism | @McAtoms
How People Use Their Devices
People won’t do that on mobile… #deviceism | @McAtoms http://bit.ly/1jphcJu
How People Use Their Devices
Sequential Usage Simultaneous Usage
People won’t do that on mobile… #deviceism | @McAtoms http://bit.ly/1jphcJu
Sequential Usage
90%
People won’t do that on mobile… #deviceism | @McAtoms http://bit.ly/1jphcJu
Use multiple devices sequentially to complete a single task.
Sequential Usage
90%
People won’t do that on mobile… #deviceism | @McAtoms http://bit.ly/1jphcJu
Most Popular Activities: • Browsing • Social • Shopping • Search • Finances • Trip Planning • Video
Device Breakdown
60%
Phone Computer Tablet
9%
31%
60%
Where People Start:
10%
33% 57%
SearchTrip PlanningShopping
What People Do:
Sequential Usage
People won’t do that on mobile… #deviceism | @McAtoms http://bit.ly/1jphcJu
Simultaneous Usage
22%
78%
Multi-TaskingComplementary
People won’t do that on mobile… #deviceism | @McAtoms http://bit.ly/1jphcJu
Multitasking: Different tasks Watching Video + Emailing
!
Complementary: Related tasks Watching TV + Tweeting about it.
Most Popular Activities: • Email • Browsing • Social • Gaming • Search • Work • Video
Simultaneous Usage
22%
78%
Multi-TaskingComplementary
People won’t do that on mobile… #deviceism | @McAtoms http://bit.ly/1jphcJu
0%
23%
45%
68%
90%
Phone + TV Phone + PC PC + TV
66%66%81%
57%
Phone as Companion
Simultaneous UsageDevice Breakdown
People won’t do that on mobile… #deviceism | @McAtoms http://bit.ly/1jphcJu
Won’t do that.
People won’t do that on mobile… #deviceism | @McAtoms
Shopping?
26%
Black Friday Mobile Sales
50%+
Active Monthly Mobile Users
Amazon, eBay, Groupon, Starbucks,
Victoria Secret
41%
Users have made a purchase on mobile
People won’t do that on mobile… #deviceism | @McAtoms http://bit.ly/RdI98n
Writing?
75%
Email: Active Monthly
Mobile Users
78%
Facebook: Active Monthly
Mobile Users
76%
Twitter: Active Monthly
Mobile Users
People won’t do that on mobile… #deviceism | @McAtoms
Email from @louisck535 word, 2,862 character
People won’t do that on mobile… #deviceism | @McAtoms
Conclusion: People will do anything with any device - as long as they are able.
People won’t do that on mobile… #deviceism | @McAtoms
Chapter 3People won’t do that on mobile…
image by @lukew #deviceism | @McAtoms
What is Mobile?
People won’t do that on mobile… #deviceism | @McAtoms
What is Mobile?
People won’t do that on mobile… #deviceism | @McAtoms
Is it this?
People won’t do that on mobile… #deviceism | @McAtoms
Or This?
People won’t do that on mobile… #deviceism | @McAtoms
How about this?
People won’t do that on mobile… #deviceism | @McAtoms
It doesn't matter.
People won’t do that on mobile… #deviceism | @McAtoms
People won’t do that on mobile… #deviceism | @McAtoms
Because.
People won’t do that on mobile… #deviceism | @McAtoms
People: Use their devices anywhere. Use them interchangeably. Use them to do whatever they want.
People won’t do that on mobile…
People won’t do that on mobile… #deviceism | @McAtoms
People won’t do that on mobile…
Context Changes. Intent Does Not.
People won’t do that on mobile…
People won’t do that on mobile… #deviceism | @McAtoms
Design for Intent.
People won’t do that on mobile… #deviceism | @McAtoms
Chapter 4Designing For Intent
#deviceism | @McAtoms
Make it easy for people to do the things they want to do.
Context Changes, Intent Does Not. #deviceism | @McAtoms
Make it easy for people to do the things they want to do.(And we want them to do…)
Context Changes, Intent Does Not. #deviceism | @McAtoms
What do people want?
Context Changes, Intent Does Not. #deviceism | @McAtoms
Hierarchy of Values
Context Changes, Intent Does Not. #deviceism | @McAtoms
Hierarchy of Values
FEATURES !
FUNCTION !
AESTHETIC
Context Changes, Intent Does Not. #deviceism | @McAtoms
LONG-TERM VALUESHORT-TERM VALUE
Hierarchy of Values
FEATURES !
FUNCTION !
AESTHETIC
PERCEPTION SUBSTANCE
Context Changes, Intent Does Not. #deviceism | @McAtoms
LONG-TERM VALUESHORT-TERM VALUE
Hierarchy of Values
FEATURES !
FUNCTION !
AESTHETIC
3
2
1
PERCEPTION SUBSTANCE
Context Changes, Intent Does Not. #deviceism | @McAtoms
LONG-TERM VALUESHORT-TERM VALUE
Hierarchy of Values
FEATURES !
FUNCTION !
AESTHETIC
1
2
3
3
2
1
PERCEPTION SUBSTANCE
Context Changes, Intent Does Not. #deviceism | @McAtoms
Context Changes, Intent Does Not. #deviceism | @McAtoms
Context Changes, Intent Does Not. #deviceism | @McAtoms
LONG-TERM VALUESHORT-TERM VALUE
Hierarchy of User Values
FEATURES !
FUNCTION !
AESTHETIC
1
2
3
3
2
1
PERCEPTION SUBSTANCE
Context Changes, Intent Does Not. #deviceism | @McAtoms
LONG-TERM VALUESHORT-TERM VALUE
Hierarchy of User Values
FEATURES !
FUNCTION !
AESTHETIC
1
2
3
3
2
1
PERCEPTION SUBSTANCE
Context Changes, Intent Does Not. #deviceism | @McAtoms
LONG-TERM VALUESHORT-TERM VALUE
Hierarchy of User Values
FEATURES !
FUNCTION !
AESTHETIC
1
2
3
3
2
1
PERCEPTION SUBSTANCE
Context Changes, Intent Does Not. #deviceism | @McAtoms
Mobile Features Features People Want
Context Changes, Intent Does Not. #deviceism | @McAtoms
Mobile Features Features People Want
Logo!Phone #!Location!Hours!
Products
Shopping Cart
Customer Service
Product Reviews
Tech Support
Sign Up Forms
Event Calendar
Company Directory
Blog / NewsLive Chat
Context Changes, Intent Does Not. #deviceism | @McAtoms
Mobile Features Features People Want
Logo!Phone #!Location!Hours!
Products
See Full Site Link
Shopping Cart
Customer Service
Product Reviews
Tech Support
Sign Up Forms
Event Calendar
Company Directory
Blog / NewsLive Chat
Context Changes, Intent Does Not. #deviceism | @McAtoms
Features People Want
Logo!Phone #!Location!Hours!
Products
Shopping Cart
Customer Service
Product Reviews
Tech Support
Sign Up Forms
Event Calendar
Company Directory
Blog / NewsLive Chat
Context Changes, Intent Does Not. #deviceism | @McAtoms
Context Changes, Intent Does Not. #deviceism | @McAtoms
Deviceism makes people feel abandoned and ignored.
People remember how you make them feel.
Context Changes, Intent Does Not. #deviceism | @McAtoms
Deviceism makes people feel abandoned and ignored.
People remember how you make them feel.
Context Changes, Intent Does Not. #deviceism | @McAtoms
Make them Feel Great.
Deviceism makes people feel abandoned and ignored.
Understand and support intent.
Context Changes, Intent Does Not. #deviceism | @McAtoms
If someone intends to: They they will want:
Buy a Product…
Watch a Video… Clear value in watching, Entertainment, Playback Controls, etc…
Features & benefits, Product Info, Secure Checkout, Shipping Info, etc…
Fill out a Form… Easy to understand fields, easy to enter data, meaningful error messages, etc…
Context Changes, Intent Does Not. #deviceism | @McAtoms
Context Changes. !
Intent Does Not.
Context Changes, Intent Does Not. #deviceism | @McAtoms
Context Changes. !
Intent Does Not.
Context Changes, Intent Does Not. #deviceism | @McAtoms
Mobile is a context.
Design for intent.
Context Changes, Intent Does Not. #deviceism | @McAtoms
Thanks!Adam Mc
!
amccrim.com | @McAtoms
#deviceism
