the mobile ecosystem

Gran Sasso Science Institute

Ivano Malavolta

The mobile ecosystem

Mobile as the 7th mass medium

Designing for context

Key mobile development strategies

Types of mobile applications

Tips for the project

Roadmap

Mobile is the 7th mass media

1. Printing press

2. Recordings

3. Cinema

4. Radio

5. Television

6.  Internet

Mobile is the 7th mass media

7.  Mobile

it started at the same time as the

Web

it can do EVERYTHING all the other media can do

UNIQUE TRAIT

• Reading (and publishing)

• Play recordings

• Watch movies

• Listen to radio

• Watch TV (and streaming)

• Surf the Internet

Unique benefits of Mobile

Apart from covering all the other media, mobile has five unique benefits

First truly personal mass media

First always-on mass media

First always-carried mass media

Built-in payment channel

At the point of creative impulse

We don’t share our phones with our friends

Information is always available 24/7, even when idle

7 out of 10 people sleep with their phones within reach

Universal click-to-buy + credit cards

Ability to create or consume content whenever the mood strikes

Context

CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT









Mobile apps have the amazing capability to add

CONTEXT

to information, adding immediate relevance to what we are doing right here, right now

Context

with a big “C”

VS

contextwith a little “c”

Two kinds of context

The app works in a specific context depending on the current location of the user

The app gives Context by providing additional info

http://bit.ly/wXGpNA

Context VS context by example

who is here?

where I am

Context

context

VS

Context answers users’ questions

context is a fact VS

https://foursquare.com

Context VS context by example

How users will derive value from something they are currently doing

For example:

•  info on restaurants

•  rate places

•  GPS navigator

http://www.oink.com

Context with a big “C”

The information provided by the app gives Context

A better understanding of what this moment in time means to the user

Recurrent targets:

people, places, things, situations, ideas

Context with a big “C”

The mode, medium and environment in which we perform our tasks

There are 3 different types of context:

1.  Physical context

2.  Media context

3.  Modal context

context with a little “c”

Physical context

where I am

http://bit.ly/wXGpNAhttp://bit.ly/yoBk7d


Physical context

in which environment I am

•  at home

•  on a bus

•  in the streets

•  in my office

•  in a shop

car VS

train

http://www.textndrive.comhttp://www.whatsapp.com


Media context

the device I am using

•  Connectivity

•  Screen size

•  Camera

•  etc …

http://www.facebook.com


Modal context

my present state of mind

what I am doing right now

How I feel right now

http://www.runens.comhttp://photostatsapp.com/http://babypad.mezmedia.com


user Developer(you)

I only care about…

I only care about…

Context context

…again on “big C” VS “little c”

If you can unlock the state of mind of your users and start thinking in their context, understanding how a mobile experience will add value to their lives, you will have the ever-elusive…

KILLER APP

The Mobile golden rule

Think of your app in its context

•  Who is your user? Business man, teenager, mum…

•  What is happening? Are they hanging out with friends?

•  When will he interact? @home? @work? waiting for the bus?

•  Where is he? Public/private space, inside/outside, day/night

•  Why will he use your app? How do you give Context?

•  How is he using his mobile device? Is the device held in the hand? Portrait or landscape?

How can you apply the golden rule?

http://www.soundhound.com

Examples

http://www.endomondo.com

Examples 2

http://www.instagr.am

Examples 3

http://www.rockstargames.com/grandtheftauto3

Examples 4



Key mobile development rules



Roadmap

Rule #1

•  Defining the users’ context is the first thing to do

- without it, you don’t have a mobile strategy, you have only a plan of action

•  Uncover the users’ goals

- and then try and understand how the users’ context alters their goals

•  With goals understood, figure out the tasks the users want to perform

•  Look for ways to filter content by context

- for example: location, media, and mode

Focus on context, goals and needs

Rule #2

•  Avoid talking about constraints at an early-stage brainstorming session

•  There will always be constraints in mobile, accept it!

•  Focus on strategy first, what the user needs, and lay down the features

- Then, if the constraints become an issue, fall back to the user goals

Constraints never come first

Rule #3

People want to use mobile devices in a simple way

•  Simplicity à fewer technical problems

•  Easier to iterate and evolve your app

•  Don’t try to create a desktop software on a mobile

Adding feature after feature is an easy trap to fall in

Keep it simple






Roadmap

Applications can be presented in different ways

es. task-based utility, immersive experience, etc…

Typically, it is best to choose one app context and present it to the user

à don’t mix app contexts!

TIP: if you really need to switch context within your app, let the user choose when to switch

Types of mobile apps

Mobile apps can provide different experiences to the user

Utility

Locale

Informative

Productivity

Immersive

Types of mobile apps

•  short, task-based scenarios

•  minimal information from the user

•  minimal design

ex.

calculator

alarm clock

weather forecast

Utility

•  it provides info about “what’s around”

•  recurrent feature: a map on which data is displayed

•  goal of the user: to find additional

info about his present location

ex.

find friends around

find pubs around

get route directions

https://foursquare.com

Locale

•  Goal: to provide information to the user

•  Task of the user: to read and understand

•  not necessarily to interact

•  remember that user tasks are

short and can be interrupted

ex.

news

online directory

mobile commerce https://www.pinterest.com

Informative

•  Meant to increase user’s sense of efficiency

•  Users have a clear goal in mind

•  Very structured (with folders)

–  it gives a sense of order

•  Clear workflow

ex. mail, scanning, todo lists…

TIP: focus on the main task only, and

only after start adding other featureshttp://www.thegrizzlylabs.com/genius-scan

Productivity

•  immersive, full-screen app

•  meant to consume the user’s focus

ex.

games

media players

entertainment

TIP: you can use it as alternative to other app contextshttp://www.rockstargames.com/grandtheftauto3

Immersive

Summary






Roadmap

There is no “perfect app”, you have to find the sweet spot

User Goals

your APP

development or configuration,

maintainability, and reliability

costs, revenue, market share, and

time to market

usability


1.  Find a REAL NEED first

2.  Find your GOAL to fill the need

3.  Reverse engineer the goal into a potential app

4.  Remember the unique benefits of mobile

5.  CONTEXT CONTEXT CONTEXT

•  Location, camera, always-carried, accelerometer

•  WHO is your typical user???? Define usage scenarios


This is my checkbox when I review an app:

ü  Does it have a clear goal?

ü  Is it filling a real need?

ü  Does it consider the context in which I’m using it?

ü  Is it a pleasure to use it?

I look at UI design, interface slickness, ecc.


Chapters 1-2-3-4-5-6

http://goo.gl/MY4keU

References

the mobile ecosystem

Technology