every company needs a mobile strategy

An Intro to Mobile AppsExploring the Principles Behind Developing Branded Apps

Tuesday, July 5, 2011

Intro to Mobile Applications

New Possibilities, New Constraints:

With more internet enabled mobile phones around

the world than desktops and the increasing popularity

of smart phones, mobile has become one of the most

important and powerful media in which brands can

engage consumers. With enormous potential, these

devices open up a whole new realm of possibilities not

present in other forms of digital. However, with new

possibilities also come new constraints. This

presentation aims to shed light on how to design

branded apps that target the strengths of the mobile

platform



New Possibilities:

Mobile is different by the very fact that it

is… mobile. It is smaller, lighter, location

aware, always on, and always in reach.

Staying with us wherever we go and

containing all sorts of personal data, it is

the most personal device we own. With

high-tech gadgets like a camera,

accelerometer, and GPS, there are all

sorts of new possibilities that didn’t

exist on the desktop.



New constraints

It’s not all peaches and cream in the mobile

world. In fact, mobile can be one of the most

difficult media to design for. With an ever

expanding list of screen sizes, multiple operating

systems -- with more than 250 variations of

the Android system alone -- tablet devices, and

all matter of ‘connected devices’ entering the

mobile arena, supporting multiple platforms can

be extremely difficult. Pair these technical

issues with the personal nature of the device

and the unique way in which people interact

with their mobiles, and we have a whole new

list of challenges that didn’t exist in digital.

The mobile ecosystem is a busy place with a lot of players, high fragmentation, and it’s getting more complex by the day.

Source: http://www.54ad.com.tw/seoblog/mobile-internets-ecosystem/


http://www.54ad.com.tw/seoblog/mobile-internets-ecosystem/







It’s Not Just More of the Same:

We Can’t simply apply what we know about other

media. What has worked elsewhere won’t necessarily

work here.

Every time a new medium arrives it is treated like a

‘newer and shinier’ version of media that came before

it. Take the internet of the 1990s; everyone had to

have a website, and the most common solution was to

post a site that merely served as a digital brochure.

Today, in many instances, the ‘mobile web’ just means

viewing desktop websites on a mobile phone. To make

matters worse, there are hundreds of mobile apps that

merely attempt to duplicate the desktop experience

on a smaller screen. In order to create an enjoyable

experience for those who download your app, you

must design to the strengths of the medium.

Don’t just duplicate your desktop experience. Make it relevant to the mobile medium. Source: Tapworthy, by Josh Clark. O’Reilly Press, 2010.



Mobile App? Mobile Web? Mobile Web App?

Despite the fact that this is a presentation on mobile

applications, it is important to know the difference

between a mobile application, mobile website, and a

mobile web app and the functions they serve. Each of

these platforms have their own sets of strengths,

weaknesses and challenges.

http://3clickmedia.com/mobile-apps-vs-mobile-websites/





Mobile App:

An application designed to run on a specific mobile

device, usually distributed through an app store/

marketplace. Downloading and installation of the app is

required.

When you might consider a native app:

• When rich media, interactivity, or native hardware

functionality are at the core of your mobile

experience.

• The ability to play/use the app anytime, anywhere,

regardless of connection is important (not easy with

apps that access large volumes of data on servers).



Mobile Web App:

A mobile web app is a highly interactive web-based

program that provides an experience similar to a native

app.

When you might consider a web app:

• When looking to reach users on multiple platforms

with rich capabilities and access some basic native

functionality of the phone.

• When it won’t work: your project requires heavy use

of native functionality i.e. accelerometer/gyroscope,

cameras, heavy graphics processing

• Internet connectivity is neccessary in most cases,

despite CSS3/HTML5 caching.

Good examples: Pieguy, Everytimezone.com,

Amazon.com, Facebook.com, Showtime app.

Amazon.com and Pie Guy Mobile Web Apps(mrgan.com/pieguy)



Mobile Website:

A mobile-optimized web site designed around the

principles of mobile, catering to the needs of users

who are on the go, with specific intent. These are

not normally full re-creations of the desktop

website.

When to consider a mobile web site:

• You need to reach the broadest audience

possible.

• You do not need access to native hardware

functionality.

• You need a platform that is easy to support and

maintain.

automobiles.honda.com/mobileFor more great mobile websites visit

www.mobileawesomeness.com


http://www.mobileawesomeness.com

http://www.mobileawesomeness.com


What platform?

With the entry of new players in the smartphone and

smart device market, the iphone no longer stands alone

as the mobile supercomputer capable putting your

brand in the pockets of consumers. Deciding what

platforms you’ll be developing for from the start can

save enormous headache in the development and

distribution phases, and can dictate the direction of the

app (tablet and phone experiences and user habits vary

widely!). This is a complex topic and in-depth

exploration will be saved for another presentation.



There’s an app for that - but should there be?

In all the excitement of the app gold rush many brands and

developers are churning out apps just because it’s the hot

thing to do. The result is poorly designed apps, which can

negatively effect a consumer’s perception of the brand.

Remember the wildly popular series of books from the

early 2000’s Websites That Suck? Nearly every smartphone

owner has had enough encounters with bad apps to write

their own continuation of the series. Let’s not contribute

to the problem.

Pin Mailer marks your location with a pin using GPS and allows you send it to friends. All of this can be done with

is native functions of iOS.



Branded Apps

Branded apps generally fall into two categories: Utility

or Entertainment.

Utility apps help your consumers get something done in

a way that couldn’t be done without the app. Great

examples of utility apps are Kraft iFood assistant,

Target’s Grocery Lists, or the Chase Mobile app.



Branded Apps

Entertainment: By far the most dominant category

of any app store, and a favorite mode of engagement

for many brands. Entertainment apps provide value

by providing a fun way to pass the time while

keeping the brand top of mind. Good examples of

entertainment apps include Audi’s A4 Drive

Challenge, Zippo’s Virtual Lighter, the Inception

App, and Barclaycard’s Waterslide Extreme.

Audi A4 Driving Challenge



Three Main User States:

There are three primary states of mind of

the mobile user: I’m bored, I’m Local, and

I’m Microtasking. Understanding each of

these different states is crucial to

developing a mobile experience that is

appealing to consumers.




I’m bored: standing in line at the grocery

store, sitting on a bus, waiting for a

doctors appointment are just a few of the

myriad of examples of short periods of

time smartphones users turn to their

phones to fill. These devices are great

ways to escape for small, bite-sized bits of

interaction, whether it’s a game, the latest

news, or even a book.

Bored with the Oscars John Stewart pulls out an iPhone.Not exactly a typical scenario, but I think you get our point.




I’m Local: smartphone users are able to

use their phones to see what is happening

around them. Use the maps application to

find local shops or a gas station. Check in

to Foursquare and see where your friends

are. Fire up Yelp to read a review of the

new restaurant that opened up next door.

These devices help shape the way we

navigate the world around us.

Find a quality burrito close by on Yelp Or see who else has checked in at your location

on Foursquare




I’m Microtasking: Smartphones aren’t purely

about fun and games. They’re also incredible

productivity tools. Built more for bite-sized

interactions, they aren’t practical for long bouts of

spreadsheet acrobatics. Information is collected in

short but intense bursts of activity and often left

for later to be sorted through. Jotting down short

notes, downloading a webpage for later browsing,

piecing together a grocery list throughout the day,

are all representative of tasks smartphone users

find convenient to do on their devices.

Keep track of you notes with virtual post-its with the Stickies app by 3M



5 W’s of App Design:

Just like any good story, every app has to have a

solid statement for Who, What, When, Where,

and Why.

Who: Who is the audience for you application?

What: What will they be able to accomplish by

using your app?

When/Where: Describe the context the app will

be used in.

Why: The motivations and goals of those using

your app.



Who:

Who is the audience for you application? The

further you can drill down to a specific niche, the

more focused your application will be. Are you

designing for mothers of newborns in urban

areas? How about birdwatchers? Or possibly

18-35 sportbike racers? Just like any effective

advertising campaign, it pays to have a specific

WHO in mind for your app.



What:

What will they be able to accomplish by using

your app? Will they be able to customize a

particular product and share it with their friends

on Facebook? Or will that pass the time while

speeding down a massive waterslide, recalling

images of your brilliant TV commercial?



When/Where:

Describe the context the app will be used within.

Will they be using your app to navigate the aisles

of your grocery store? Or will they be using

your branded app to help them decide which

artist to see next at the biggest music event of

the summer?



Why:

Perhaps the most important question of them

all, Why describes the motivations and goals of

those using your app. It needs to address not

only why they will use your app, but why using it

on a mobile device makes sense.



A Customer-based Why:

It may sound obvious that your app has to

solve a pain point, but too often designers

start with the wrong WHY – why is it

important to me the designer. Apps must

start with a consumer-based why if they

are to be of any use to anyone other than

the designer.

Because no presentation is complete without a cheesy stock image.



Under s t and i n g t he Ecosy s t em on a

Smartphone:

It’s important to understand that each app does not exist in

isolation. The ecosystem of the smartphone is busy and

cluttered, constantly ringing, syncing email, pushing updates.

Neighboring apps will interrupt each other with push alerts

and interfere with app experience, but they can also

communicate and pass data amongst each other, enhancing

the experience of all parties involved. Understanding the

overall ecosystem can help you design for these factors, and

increase the chance that your app will find a long-lasting spot

on the home page.



Design for Mom and Grandma:

Most smartphone owners have had years of practice navigating

the digital and mobile landscape. We understand the basic

architecture of mobile applications because we have seen similar

concepts at work in other programs and on other media. The

large, and growing segment of late adopters don’t have this frame

of reference to inform how they interact with smartphone. You

may not see them as the main audience for you app, but it would

be foolish to ignore them. One study by the university of Dundee

in Scotland found the fastest growing market of web services to

be for senior citizens over the age of 70 -- they’re online, they’re

using smartphones, and they want to use your app. If you want to

see how this group interacts with mobile technology first hand,

visit the personal setup table of any Apple store and watch as

they’re introduced to an iOS device for the first time. The insights

you gather will invaluable during while designing your app.

Source: http://www.flickr.com/photos/tophermoon/4932280833/


http://www.flickr.com/photos/tophermoon/4932280833/

http://www.flickr.com/photos/tophermoon/4932280833/


What Mom Wants:

Designing for mom doesn’t necessarily mean dumbing down

your application. In fact, that’s exactly what users don’t

want. What they do want is simple and easy... and simple and

easy is hard. This often requires constant iteration and

testing of user-interface and content adaptation.

‘Umbrella Today?’ takes simplicity to the nth degree. A simple Yes or No tells you if you should carry one

with you for the day. Dumb? No. Simple? Very.



Never start with Constraints:

It’s hard not to define your app strategy by the constraints of

the medium, after all there are plenty of them: dozens of

screen sizes, OS fragmentation, mobile carriers, and many

other factors come in to play. However, designing your app

based on what can’t be done versus what can is playing not

to lose instead of playing to win. When was the last time you

described an app as delightfully conservative, and mind-

blowingly awesome? Those two statements just don’t play

well together.



If You Build It Will They Come?

So you’ve built your app, now what? Simply dumping it on

the app store or android market or blackberry app world

won’t ensure your app receives millions of downloads. A

successful app launch requires awareness. Taking advantage

of the all the channels your consumers use to interact with

your brand will be essential to building a strong user base.

Make sure people know about your mobile experiences on

every piece of branding you can.

Source: http://www.mungo.com/


http://www.mungo.com

http://www.mungo.com


Remaining Relevant:

Smartphone users move through apps like candy. What’s

shiny and attractive this moment can easily be discarded the

next. By regularly delivering fresh, unique content or

providing essential utility within your app, you can ensure

that is has a longer shelf life and keeps your brand top of

mind for the time the user engages with it.

Aim to be an app that’s not in a folder and is constantly at your user’s fingertips.


Thank You!

The mobile app landscape is a pretty fascinating

place with incredible possibility. Hopefully this

presentation has done a little to inform your

perspective on the world of mobile apps.


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