mobile interaction models, beyond the app
DESCRIPTION
This presentation given on the Mobilecamp Brussels event on 08/05/2010 makes the point that not everyone needs to develop a mobile app. There are plenty of other interaction possibilities with mobile users.TRANSCRIPT
Mobile Interaction models, beyond the app
Koen DelvauxMobile Vikings
This presentation is only aimed at the lesser godsIf you’re one of the big STARS, walk away now. We need you to conquer the world for us.
For the rest of us: let’s see how we can realistically tackle mobile apps
MOBILE INTERACTION MODELS
Mobile ApplicationsThink “cupcake”not “wedding cake”(cc Adaptive Path)
“Less is more”“Less is
more”
Mobile usage models• Limited interaction time
(30 seconds)• Fun factor is more
important than productivity
• Staying in touch• No rational value
perception• Personalization is
important• More lean-back than
forward (constant change of context)
Mobile internet is:
• not about the web• not about the device• not about applications
• It’s about services– That live in the net– Are available on
multiple devices– Can interact to
become better
It’s about services
LTAP =Location
Time
ActivityProfile
Interact in a given context
Example:
Freshbooks (invoicing SaaS website)
Application only does 1 thing:
Timetracking
Very simple, start/stop buttonsI don’t need more on my mobileI don’t want more complexity
WHAT WILL YOU (NOT) MAKE?
So, you have a great idea for an app
Nobody cares
Are we supposed to install anapp for each FMCG company?
(the internet doesn’t work this way)
Obviously not whatusers want
Follow your target audience• What do they want to
do?• How can you help them?• What is their idea of a
nice mobile app?
“ I don’t want the Pizza Hut finder app. Just show it to me in Google Maps”
TECHNOLOGY CHOICE
App or web?
It depends
Richness
Reach
WEBWAP
JAVA
HTML 5
Symbian
Windows
Mobile
Flash
Appl
icatio
nst
ores
Yes, ride the app train (for now)
• Be smart– Make the right platform choice (choose
appstore)– NOT technology based: look at your users– Make sure you’re in it for the long run (updates)
• Consider– Cross platform environments are emerging
(e.g. Titanium Mobile)– At least have a decent mobile website
Write once,
compile many times,(test many times)
run on several platforms
(with native UI elements)
Alternative for platform choice
Don’t write off widget platforms
Although the promise is overdue…
… the model still remains valid
www.gloweme.com by Citylive, 2007-2008 (now: used in South-Africa)
DEVELOPMENT APPROACH
WRONG
Alternative process, step 1
“Draw” your application (on a pic of a mobile)
Show it to potential users
User talks whilst he is looking,says what he is trying to do
You flip to the next page when the user “clicks”
Start with paper
Alternative process, step 2
Walk out in the street
Ask people to take a look
Don’t show them, but give them the device
Create a mockup on a device
Alternative process, step 3
Give it to users
Let them guess what it does
Let them suggest what they want it to do
Take notes, this will be your requirement spec
Create a working prototype
Good example: Transistor
iPhone radio app by Thomas Byttebier
(read his story on his blog)
CONTENT
Content is king
• Create a viral video• Maybe we can
make a ringtone or logo of our company and give that to users
• Or wait, let’s put the history of our company in our app(yes, with pics!)
User generated Content is king
• Share• Create
On mobile, only 2 things really count:
MONEY
What will users pay for?Don’t expect people to keep paying €3 per app
Saturation = price erosionRemember shareware?
Dominant model will be in-app paymentAllows for continuous up-sellingCustomer lifecycle value instead of a quick sale
Virtual currencies will also be strongTry to play in someone’s virtual currency world
Paypal leads the way
(now also available in Belgium)
BEYOND THE APP
Are you sure you’re an app?Better be the necklace on the star
Than a bad copy that nobody cares about
this on
e is
getting
atten
tion
How to be a necklace on a star?
• Integrate content• Create an API• The good old “mashup”• Alternative interface on a service
Flip page to see some examples
No app.They just made their bicycle tracks availablein Layar (=AR platform)
OK, this is an app(public transport in Brussels)
Started by @emich without consent of the transportation company by screenscraping data.
When they saw what was possible, an agreement was made and they opened up their database.
Good move from MIVB!
It’s an app.
But you can’t start itIt doesn’t have it’s own menu items or UI.
It’s a plug-in for the camera application
BTW, this same app also does a nice“mashup” by directly publishingthe uploaded photo url to Twitter.
Even smarter.
Nike didn’t do anything.
Since their data is availablethrough a REST API,other users can make appsfor Nike+
The more apps, the more exposure for Nike.
With Mobile Vikings, we did the same thing.All user data is available through a (secured) APIHere is a home screen widget displaying credit
Call history is available. We did none of this, it’s all made by our users
(they’re great!)
Voice call details. Learned us the importance of API throttling and controlled caching. We’re considering moving authentication to OAuth
Users already created apps for iPhone, Android, Samsung Widgets, Windows Mobile, Vista Sidebar gadgets and alternative web interfaces.
BTW, this logo is also available on our website as an EPS file, so everyone has good quality artwork.
Summary• Think of the context users will interact in• Make sure what you do matters for your users• Apps are not always needed. Other models can
be more successful (unless you’re a star)• Keep an eye on multi-platform possibilities• Never start with a spec, always start with
paper• Sharing and creating need to be at center
stage• Go for in-app money (virtual or real)
contextmatters for your users
(unless you’re a star)multi-platform
start with paperSharing creating
in-app money