4. We love our mobiles
There are more iPhones are
sold per day then babies born
• Smartphone penetration at 45% in
Europe and 40% use their
• People on Facebook are twice as
active on mobile as on desktop
• 40% of all tweets sent via mobile
• Ebay global mobile sales $2 Bil
2010, $4 Bil 2011
5. Overblown
It is device capabilities and
constraints, plus the fact that
devices are with you anywhere
and everywhere that matters.
The mobile context is overblown
6. • I’m an airline, my user is on a mobile, they
Distractions
must be checking in, I’ll remove access to
booking and focus on check in features down
Google breaks
mobile users into 3
behavior groups:
One hand
a. “Repetitive now”
b. “Bored now”
c. “Urgent now”
Limited time
Your user
Your challenge
7. Mobile users want to see
our menu, hours and
delivery number.
Desktop users definitely
want to see this one
megabyte PNG of
somebody smiling at a
salad.”
- Jeremy Keith
Know your enemy
16. • I’m an airline, my user is on a mobile, they
Distractions
must be checking in, I’ll remove access to
booking and focus on check in features
One hand
Limited time
While this is (still) “mobile”
17. • I’m a shop, user on a mobile, they must be
looking for a store, I’ll serve up the
address and a map and remove access to
the shop
No distractions
Cozy Power
environment
Keyboard
It’s now also this
Everyone sees their mobile as a very personal part of them. Like a bankcard. Its an extension of your arm and has unique abilities.Smartphone penetration at 45% in Eur, just over 50% in the US (Source Data from comScore)40% (Eur) use their browser, the same as what use applications (Source Data from comScore)40% of all tweets sent via mobilePeople on facebook are twice as active as desktopEbayglobal mobile sales $2 Bil 2010, $4 Bil 2011Mobile is personalMobile is permanently carriedMobile is always onMobile has a built-in payment mechanismMobile is available at the point of creative inspirationMobile has the most accurate audience measurementMobile captures the social context of media consumptionMobile allows augmented reality to be used in mediahttp://www.flickr.com/photos/kurobane/2869817101/lightbox/
There are few areas where theimportance of context has been stressed more than in mobile design. But an over-emphasis on context can focus solutions too much on “assumed mobile”.For example, “this is a mobile user so he really needs location information”. Information only needed In context.Mobile context is really the devices’ capabilities and constraints, plus the fact that mobile devices are with you anywhere and everywhere that matters.The CONTEXT is with the user.http://www.flickr.com/photos/smallbrainfield/7758807258/sizes/o/in/photostream/
The constraints in using a mobile device force us to focus on what really matters so we only include and emphasize the most valuable parts and not just the parts of our we think “make sense” on mobile. WE DON’T REMOVE DATA, we just make it more accessibleWe have to find a way to grab the users attention.We should focus on motivation and behavior
Rather than starting with a set of assumed mobile uses, we start with the value of our service and our content. To contractthat, we can be sure the user has a smaller screen so content may need rearranging (using techniques such as Responsive Design). NETWORK issues. Low priority items may need to be removed includingsuperfluous navigation and imagery, large adverts, large interactivefeaturesTweet quoted by Jeremy Keith from a company running a grocery business
Frustration sets in when what people want to do isn’t available in the “mobile version” and they quickly reach for a desktop or full site to finish their taskWe should consider how content or services can be enhanced by being accessible anywhere and everywhere, and through mobile device capabilities like location detection, portability, touch input, we can enhance user experience.It’s not do everything. It’s to decide what is best for our users, go where they are and create the best experience you can for them. WE ARE NOT MINDREADERSIt’s important to note these are enhancements to the core services THAT WE MAKE ACESSIBLE NOT a different set of content and services or a limited subset.
Use caseBoth Virgin and BA have tried to find a happy medium between desktop/mobile experiences.No matter how cool your interface is, it would be better if there was less of it
Being mobile is not just about this
Its also this
Being mobile is not just about device, your location, or how long you have been there, its many ingredients and hopefully a new way of thinking.
