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The Dawning Age of Mobile Internet
Martin Tägtström
May 31st 2011, Berlin

Follow us on Twitter: @Fjord
Hello!



“I’m an interaction designer at a
service design company”

- Martin Tägtström
What’s service design?




Slide 3 © Fjord 2010 | Confidential
In different contexts




Slide 4 © Fjord 2010 | Confidential
For different purposes




Slide 5 © Fjord 2010 | Confidential
In different forms




Slide 6 © Fjord 2010 | Confidential
When you really notice it




Slide 7 © Fjord 2010 | Confidential
Behind the scenes




Slide 8 © Fjord 2010 | Confidential
Interaction design




Slide 9 © Fjord 2010 | Confidential
For digital services




Slide 10 © Fjord 2010 | Confidential
Approach



Mobile internet is huge
Three factors




Slide 12 © Fjord 2010 | Confidential
History



The White Rabbit put on his spectacles.
"Where shall I begin, please your
Majesty?" he asked.

"Begin at the beginning," the King said
gravely, "and go on till you come to
the end: then stop.”

– Lewis Carroll
Birth of internet




Slide 14 © Fjord 2010 | Confidential
Web1.0 / WAP




Slide 15 © Fjord 2010 | Confidential
Lesson learned




Slide 16 © Fjord 2010 | Confidential
Web 2.0




Slide 17 © Fjord 2010 | Confidential
Mobile internet




Slide 18 © Fjord 2010 | Confidential
Not there yet




Source: Pinch media


  Slide 19 © Fjord 2010 | Confidential
Let’s change this




Source: Pinch media


  Slide 20 © Fjord 2010 | Confidential
Paid applications




Source: Pinch media


  Slide 21 © Fjord 2010 | Confidential
Some things to
consider


High level
1. It’s about people




Slide 23 © Fjord 2010 | Confidential
2. Technology is your tool




Slide 24 © Fjord 2010 | Confidential
3. Connect people




Slide 25 © Fjord 2010 | Confidential
4. Engage others early




Slide 26 © Fjord 2010 | Confidential
5. Be humble




Slide 27 © Fjord 2010 | Confidential
6. Be brave




Slide 28 © Fjord 2010 | Confidential
7. Don’t think you’re done




Slide 29 © Fjord 2010 | Confidential
Design



Attract, Delight, Retain
User centered design




Slide 31 © Fjord 2010 | Confidential
Design driven process




Divergent thinking: Ideate, branch off, broaden ideas.
Convergent thinking: Evaluate, narrow down, create a focus, define.




Slide 32 © Fjord 2010 | Confidential
Navigation and Hierarchy




Create a clear information architecture
Avoid loops
Be predictable
Align with framework


Slide 33 © Fjord 2010 | Confidential
Page structure


                                       Consider Fitts’ law
                                       Design with gestures
                                       Take advantage of accessibility features
                                       Tap should lead to action




Slide 34 © Fjord 2010 | Confidential
Delight through visual design




Delight the user
Know the framework
Test your designs on the real screen
Test your designs in real context


Slide 35 © Fjord 2010 | Confidential
Online specific


                                       Any app can be online




Slide 36 © Fjord 2010 | Confidential
Don’t forget


                                       Support offline use
                                       Consider roaming cases
                                       All users do not have a data plan




Slide 37 © Fjord 2010 | Confidential
Atomisation



“Atoms, Not Apps, Will Power the
Next-Gen Phones”

- Christian Lindholm
Is there any hope for apps?




Source: Pinch media


  Slide 39 © Fjord 2010 | Confidential
3rd party task




Slide 40 © Fjord 2010 | Confidential
Native task




Slide 41 © Fjord 2010 | Confidential
APIs




Slide 42 © Fjord 2010 | Confidential
Atoms, not apps




Slide 43 © Fjord 2010 | Confidential
Tack!
martin.taegtstroem@fjord.de
www.fjordnet.com

Follow us on Twitter: @Fjord

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