the mobile experience ecosystem - towards personal mobile information architectures

These are a few of our favourite things...

PERSONAL MOBILE INFORMATION

ARCHITECTURES

OLIVER WEIDLICHIdeal Interfaces

ROD FARMERVodafone Hutchison Australia

Tuesday, 6 October 2009

[email protected]

@rodfarmer

linkedin.com/in/rodfarmer

ABOUT [email protected]

@oliverw

linkedin.com/in/oliverw


mailto:[email protected]

mailto:[email protected]

Page

"Mobile is the fastest and cheapest way to reach the largest number of people. There are billions of people

on this planet who still don't have access to the Internet. And we think mobile presents the biggest

opportunity to get them on the Internet.“Chris Sacca, former head of special initiatives at Google

late 2007


MOBILE IS DIFFERENT


DESIGNING

USER EXPERIENCESMOBILE


TRENDSMOBILEINFORMATIONARCHITECTURES

EMER

GING


WHY MOBILE IS DIFFERENTTuesday, 6 October 2009

810

DIFFERENCES IN THE MOBILE ENVIRONMENT

Highly variable context and environment

Small screen size and limited text input

UI takes up the entire screen

Difficult to multi-task and easy to get lost


999

Does it have a camera?

Wi-Fi?Facebook?

Check my email?Cheap!

Pre-Paid!

GPS

Great music features

Chinese?Looks great

IT’S MOBILE JIM, BUT NOT AS WE KNOW IT


A REALITY CHECKHOWEVER, 40% DATA TRAFFIC IS IPHONE/SMARTPHONE


ecosystem

E = F + P

FRAGMENTATION PROTECTIONISM

Networks

Devices

Carriers

Service Providers

Manufacturers

Operating Systems


CHALLENGES FOR GOOD MOBILE USER EXPERIENCESTuesday, 6 October 2009

DESIGNING MOBILE USER EXPERIENCESThere are many complexities in designing the mobile user experience, from the lack of UI and protocol standardisation to the range of contexts, conventions and services the mobile must support

speedsize

touch CSS

ajax

javascript

browsers

locationnavigation

task

goals

voice

integration

aesthetics

form factor

layout

language

HTML 5

timefunctionalitysimplicity


DEVICES DATA PRE-PAID/POST-PAID ENGAGEMENT USER BEHAVIOURS

IMPACT ON CUSTOMERS?


INTEGRATION v OWNERSHIP


OZ MOBILE SURVEYwww.aimia.com/mobile


http://www.aimia.com/mobile


USE FOR MORE THAN CALLS & SMSOZ MOBILE SURVEY

77%Tuesday, 6 October 2009



HAVE TWO MOBILE PHONESOZ MOBILE SURVEY

24%Tuesday, 6 October 2009



VISITING WEBSITES ON MOBILEOZ MOBILE SURVEY


















IA ISSUESCOMPLEXITY INCONSISTENCY OTHER THINGS


“I KNOW WHAT UGOOGLY IS!”


GOALSABANDON THE UNNECESSARY

!"#$%#&'(

)*&(

!"#$%#&'(

+',-$#.(

/0#$(1$#.230&4"#&40.(

SITUATED PLANNING


CONTENTTIME POOR SNACKING

Avg 15 mins per session

1.2 sessions per day

3-4 sticky products

15 secs page load


DECISION COMPLEXITYREDUCE OPPORTUNITIES FOR MISTAKES


CLICK INVESTMENTIT’S A SLOW, SMALL ENVIRONMENT


MESSAGINGVISUAL IMPACT ON ENGAGEMENTNOT BRANDING

initial repeat

beautifulengaging

functional


LAYOUTREMEMBER, MULTIPLE INPUTS

this is not an hand writing font it looks...

comments

this is not an hand writing font it looks... 5 comments


comments10

95


comments8


comments55

Footer link | Footer link | Wrapped link


comments



comments10

95


comments8


comments55

Search Go


comments



comments10

95


comments8


comments55

Search

Go


FIXED v FLUIDTRADE-OFFS


33

FLUID MASTERSTuesday, 6 October 2009

HANDLING DIVERSITYDEVICE DETECTION

USER AGENT STRINGS

DEVICE HEADERS

NETWORK DETECTION

DEVICE PROFILING

USER PROFILING (TELCO?)

TRANSCODING


JUST PROVING A POINTDEVICE DETECTION

50 VARIANTS!


NOT CREATED EQUALBROWSER SUPPORT

BROWSER SUPPORT

CSS

AJAX

COOKIESSCRIPTS

SPEED

FONT

IMAGES

PAGE WEIGHT

CACHING


TRYING TO HELP THE USER - BUT HARMING

THE COST OF IA

$20/MB

60k

$1.20

@

=


GENERAL PRINCIPLES• Expect and manage diversity• De!ne device groups with Heroes• Create a default reference design• De!ne rules for content design and adaptation• Stick with Web Standards and "exible layout• Ensure adequate reporting• Avoid bleeding edge• Best experiences on best devices as rule of thumb


INTERNET MODELS OF USAGE

BIGGER DATA ALLOWANCES

ALWAYS ON


MOBILE IS NOT A PC IN YOUR POCKET


TRENDS

PERSONAL

INFORMATION

ARCHITECTURES


FROM THIS...MOBILE IAs




“Just like the frog in the heating water kettle, the mobile phone industry couldn’t itself notice that it was creating devices that were increasingly dif!cult to use and that the new – some really good – feature couldn’t be found among all the old ones.

It required someone outside the traditional mobile phone industry to shake the industry out of this.”

PANU KORHONEN


http://blog.nordkapp.fi/2009/09/two-decades-of-mobile-ux/

http://blog.nordkapp.fi/2009/09/two-decades-of-mobile-ux/

IPHONEMOBILE IAs




http://www.apple.com/iphone



ANDROIDMOBILE IAs




SYMBIANMOBILE IAs




WINDOWS MOBILEMOBILE IAs




HTC SENSE UIMOBILE IAs




LG S-CLASS UIMOBILE IAs




SAMSUNG TOUCHWIZ UIMOBILE IAs




PALM WEBOSMOBILE IAs




PERSONALISING INTERFACESVODAFONE 360




http://www.idealinterfaces.com.au



3 PORTALMOBILE IAs

20072008




EXPERTNOVICESHIFT

AUTOMATIC MENU CUSTOMISATION

EXPERIENCE IMPROVED


THE FUTURE


OLIVER WEIDLICHIdeal Interfaces

ROD FARMERVodafone Hutchison Australia


the mobile experience ecosystem - towards personal mobile information architectures

Design

mobile environment

handwriting font

hand writing font

mobile surveyuse

mobile surveyhave

mobile phones

mobile isdifferent

mobile jim