Alex Jubien is a pioneer in mobile development who has worked as the head of mobile at Deezer and Viadeo. He is now an independent mobile consultant who advises startups on mobile strategy. His presentation outlines seven key lessons for building great mobile apps: 1) anchor apps in the real world, 2) prioritize usability with consistent workflows, 3) design for interruptions and micro-moments, 4) optimize for speed with offline capabilities, 5) reduce friction through onboarding and feedback, 6) leverage context awareness, and 7) provide "superpowers" to users through sensors and connectivity.

1. BUILD GREAT MOBILE APPS
@AlexJubien

2. @AlexJubien
Pioneer of mobile development

3. 2003 - 2007
Games Apps
Dev / CTO

4. Deezer Viadeo
(main competitor of Spotify) (main competitor of Linkedin)
2008 - 2012
Head of Mobile (Product)

5. Currently
• ThinkMobile.fr
• Independent consultant in Mobile Strategy
(LeKiosk, Direct Energie, Merck MSD…)
• Speaker, lecturer, trainer
• Startups coach & advisor

6. App = Product

7. Prism of skills

8. Product Management methodologies:
• ≈ Qualitative Marketing + design+ dev
• Lean Startup, Customer Development,
Design Thinking, Agile
• User interviews
• Prototyping, Beta test
Different from:
• ≠ Quantitative Marketing
• ≠ Product Marketing
• ≠ Market study / surveys
• ≠ Focus groups
• ≠ Classical Marketing methodologies
WhoWhat
• Understand needs, problems and
desires or users
• Find and develop the right solutions that
will get them satisfied
• Ongoing effort, continuous evolution
• Growth, Love, Money
How
Why Build products that people Love!
(and effectively use)
Product
Manager
UX &
Design
Tech, R&D,
innovation
Marketing,
Product
Mktg, Sales
Strategy,
Business,
Finance
(Digital) Product Management

9. Find the right product
+
Build it right
and make it great!
Product that people love =

10. Customer development / Lean
Startup
+
Build it right
and make it great!
Product that people love =

11. Customer development / Lean
Startup
+
Agile / Scrum
and make it great!
Product that people love =

12. Customer development / Lean
Startup
+
Agile / Scrum
Design / UX
Product that people love =

13. Few methodology tips

14. Ice-breaker Approach
• For multi-platform
development (iOS, Android,
web app, etc.)
• Don't launch developments in
parallel
• Use one of the platforms as a
Ice-Breaker

15. Pros
• Lessons learnt from one project will serve you on
other projects:
 Product decisions
 Technical decisions
 Methodology / ongoing improvement
• Especially useful for API settings

16. Pros
• Lessons learnt from one project will serve you on
other projects:
 Product decisions
 Technical decisions
 Methodology / ongoing improvement
• Especially useful for API settings
• Parallel development is still possible, but you have
to be smart about it: each platform is an ice-breaker
for the other on a given feature(split and switch)

17. MVP for an app?
• Consider Manual first via SMS!
• AppsFactory – kind of CMS that builds native
apps (Mobile Roadie, Apps Builder,
AppMachine…)

18. #MobileRevolution
http://bit.ly/M-Revolution

19. 2015, The Year Of Mobile!

20. 2015, The Year Of Mobile!

21. Mobile
• A technology without precedent
in humanity history!
• More activated SIM cards than
people on the planet
• Higher adoption than the pen…
• … and the toothbrush!!!
Inspiration from Mobile Guru @TomiAhonen

22. 2005
Election of Benedict XVI
2013
Ordination of pope Francis
Game of differences

23. Revolution
Mobile has profoundly changed our daily
lives, so much that it’s becoming an
extension of our brains.

24. Why?

25. Anywhere, Anytime1

26. Even here – 75% !

27. Gender parity

28. There’s an app for that!

29. The 1st ever connected device
that people have on them
at all times

30. Connected COMPUTING device
=
Solve problems
=
Utility

31. Our life companion

32. Design for interruption
PC/Tablet = Scuba diving Mobile = Snorkelling
Rachel @Hinman

33. Design for interruption
• Divided attention
• Plan for interruptions
=> save state
• Plan for application re-entry

34. Design for interruption
• Divided attention
• Plan for interruptions
=> save state
• Plan for application re-entry
• And don't be too interruptive either!
(notifications)

35. http://fr.slideshare.net/mmikowska/micromoments-mobile-ux
Design for micro-moments
Micro moments are brief interactions where
apps can capture the attention of users and
anticipate their needs in 5-10 seconds
interactions (several times a day).

36. Micro interactions / Micro
engagements
http://microinteractions.com/what-is-a-microinteraction/
‘The details are not the details.
They make the design.’
- Charles Eames

37. Interactive notifications
Inspiration Guide - by Urban Airship

38. Interactive notifications

39. + Ask for permissions nicely!
The right way to ask iOS users for permissions

40. + Ask natively when possible

41. Digital World /
Physical World
2

42. Use of Digital / Real Life

43. Mobile is the magic wand to
digitize everything, including
real world!
Original quote by @AjitJaokar

44. Scan physical world
Goggles
Google Translate
Shazam
Winewoo
FotoTiger
Gaumont
Anything(?)
Music
Movies
Wine
Facial
recognition…

45. Augmented Reality Geolocation
M-Commerce M-Payment

46. M2Store &
Purchase Companion
Store locator, offers / coupons, product
info, price comparison…
Prixing Décathlon by Vente Privée Shopkick

47. Powered by Amazon
Scan & Buy

48. Scan real world

49. Anchor in physical world:
Butler mode
• John Paul
• What if your app was
a real person?
• Ex Deezer, Viadeo

50. Immediacy3

51. 5 h
TV
Weather
Time needed to get info

52. 5 h
TV Web
5 m
Weather
Time needed to get info

53. 5 h
TV Web
5 m
Mobile
5 s
Weather
Time needed to get info

54. Pizza of death!

55. Your wishes granted
5s
Want to listen
to a music track
Need to call
a work contact
5s
Deezer
Viadeo

56. Design for speed
• Content caching
• Instant actions that work offline
• Improve perceived speed
• Network awareness
• Reduction of latency, grouping and
compression

57. Offline 1st = optimise speed

58. Content caching
• Some content is accessible in off-line
mode (caching or synchronisation)
• This content can be used immediately
• The application starts up in offline mode
then connects at a subsequent stage
• E.g.: Deezer, Pocket, Slideshare,
Viadeo…

59. Instant actions
that work offline
• Action 'registered' immediately
• Request sent when next connected
• Examples within Pocket, Mail, Shazam:
sending, tags, marking read...
• You can act even without a network
connection!

60. Network awareness
• Consider: different app behaviour depending
on the network
• E.g. for a social networking app
 Wi-Fi: pre-caching of contacts and contact profile
images in the background, data via HTTPS due to lack
of security
 3G: standard operation, no HTTPS (too network-
intensive)
 2G/Edge: cut-down operation, no image loading

61. Latency
time

62. Latency
2G: up to 5 seconds!
time

63. Latency
1 sec 2 sec 3 sec

64. Latency => Grouping
1 sec 2 sec 3 sec

65. Grouping + compression
(Zip)
1 sec 2 sec 3 sec

66. Compression
• Consider: when serving a list
request, include element data
• Using compression, this is not
too heavy on the network
• But has an impact server-side

67. Perceived speed
At a minimum, improve the
user's perception:
• Load minimally required
data up front
• Possible actions

68. Perceived speed
At a minimum, improve the
user's perception:
• Load minimally required
data up front
• Possible actions
• Load secondary data

69. Ease Of Use4

70. Ease of use

71. On mobile, UX is
EXTREMELY important !

72. Failure: trying to be (too)
innovative with the UI/UX

73. Failure: trying to be (too)
innovative with the UI/UX
• Risky, requires expertise, costly!
• Focus on core functionality as a
differentiator
• Counterexamples / need for differentiation:
Flipboard, Fantastical, Mailbox, Any.do,
Path, …

74. Do not re-invent
the wheel
• Apple, Google, MS etc. have invested
millions in the operating system UI/UX
• Make the most of the OS's basic
components / guidelines / most used apps
• Your users will feel at home

75. Design / customisation
e.g. Toolbar (iOS 6)
Mail message Viadeo message Deezer Playlist

76. Design / customisation
e.g. Toolbar (iOS 7)
Mail message Viadeo message Deezer Playlist

77. Patterns
Pttrns.com
http://www.mobile-patterns.com/user-profiles

78. Animations
• Shiny wizz wizz VS Serve a purpose
• Zoom in / former Viadeo home
• See Material Design / Motion - link

79. Beware of fashion trends!
Side menu could cost you half your user engagement!
Menu
Tabs

80. The Mystery Meat of Mobile Navigation
Ux-HowTo channel

81. Workflows VS Screens
Design workflows
rather than screens

82. Consistency

83. Consistency throughout flow
Home News Profile

84. Consistency throughout flow
Home News Profile

85. Consistency throughout app

86. Consistency throughout app

87. Consistency throughout app

88. Consistency throughout app

89. Consistency throughout app

90. Consistency throughout app

91. Prototyping
• Test the flow!
• Proto.io
• Invision
• Pop

92. Reducing Points
Of Friction
5

93. Friction
Things that prevent users / consumers
from moving forward

94. Private car rental
between individuals
Issue = picking up keys
Getaround Carkit
Techcrunch: Reduce Friction, Increase Happyness

95. Anti Friction Services
(the french ‘Open Table’)
(french / train travels)

96. On-boarding
Put more work into the
initial contact with the service
(login, sign-up, home screen…)

97. • Regularly test the new user
experience
• Upsell features / call to action
On-boarding

98. Helpdesk / In-App LiveChat
Video InApp LiveChat (EN)

99. Solving problems
• AppStore comments (jungle)
• Collect feedbacks, listen helpdesk
• Analytics / understand when and where
problems happen
• User interviews (à la Cust Dev)

100. QA matters
• What if your app IS the point of FRICTION?
• Not updated instantly, bad ratings, users drop
off…
• Service providers: Stardust, Applause,
Ferpection…
• Interim students

101. Reviews / ratings
Are you satisfied?

102. Reviews / ratings
Are you satisfied?
Rate the app!
Yes
App store

103. Reviews / ratings
Are you satisfied?
Rate the app!
Give us your feedback
Yes No
App store

104. Reviews / ratings
Are you satisfied?
Rate the app!
Give us your feedback
Yes No
App store
The right way to ask users to review your app

105. Reviews / ratings: Use Case: LeKiosk
!!!

106. In-App feedback
Put this in place to:
 Encourage high ratings
 Avoid negative reviews
 Turn dissatisfied users into satisfied users
+ good ratings
 Gather feedback and (product)
suggestions

107. http://www.developereconomics.com/tools/
Great directory of tools

108. Private car rental
between individuals
Issue = picking up keys
Getaround Carkit
Techcrunch: Reduce Friction, Increase Happyness

109. Hub Of Sensors & IoT6

110. On mobile, contextis King!
Context
=
Place + Time + Purpose

111. On mobile, contextis King!
Context
=
Place + Time + Purpose
"Context aware" apps:
Google provides tools for in-app context detection
(driving, walking, at work...)

112. Mobile is at the Heart of the
Internet Of Things
6 Mega-Trends for Mobile in 2015 – by Azetone

113. miCoach
Adidas miCoach
Sports
coaching

114. Thermostat Nest

115. Key takeways (so far!)
1. Anchor your app experience in real world /
real life
2. Design workflows with consistency in
mind
3. Design for interruptions & micromoments
4. Design for speed and think offline first
5. Get feedback and reduce friction
6. Make your app context aware

116. Adding sensors is like adding
powers

117. Superpowers?7

118. Are you telepathic?

119. Call
=
Transmission of thought 1.0:
• 30 second latency (time for calling)
• Need to speak out loud
• Doesn’t always work => messaging

120. When Technology meets
Sci-Fi

121. Power Version Mobile powered
Transmission of thought 1.0
Omniscience (Wikipédia) 0.8
Telekinesis (IoT) 0.3
Controlling time (self orga) 0.3
Predicting the future (big data) 0.1
Being invicible / healing (mHealth) 0.3
Firing lightening bolts 0
Flying 0.5
Teleportation 0.1
Collective conscience / intelligence 2.0
+ 3D printing!

122. To be heroes of mobile, provide
Superpowers to your users!

123. Thx!
Alexandre Jubien
Mobile Strategist
Pioneer of mobile 12 years ago!
Apps & Mobile Startups expert
Previously Head of Mobile at Viadeo
Previously Head of Mobile at Deezer
ajubien@thinkmobile.fr
Blog
linkedin.com/in/ajubien
@AlexJubien
ThinkMobile.fr
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ThinkMobile Newsletter (Mobile, Innovation, Startups)