iOS7

iOS 7

Transition strategy
Christian Glover Wilson

September 2013

Introduction to Tigerspike

10 years at the forefront of mobile technology
Over the past 10 years we have become recognised as the world's leading Personal
Media Company by our competitors, partners and clients

!  
NEW YORK
LONDON
DUBAI
SINGAPORE
SYDNEY
MELBOURNE
SAN FRANCISCO


Our “difference” is now baked into our DNA
Creative
Strategic User Experience

& Platform Technology
AGENCIES  TECH COMPANIES
Technical
(e.g. Ogilvy, Saatchi) (e.g. Accenture, Sapient)

Consulting UI & UX Design Multi-platform

Development
Licensing & Support

Our end-to-end personal media technology offering
* sample of clients

Apple’s recommendations
Tigerspike’s six key iOS 7 considerations
And if you don’t update?
The four-point transition strategy
Unlock the Power of Personal Media

Agenda
Apple’s three core iOS 7 principles
iOS 7 Overview

iOS 7 Overview

The biggest interface shift ever.


iOS 7 Overview: The end of Skeumorphic design
• What is Skeumorphic design?

• Why did Apple adopt it?

• What does Apple think of it now?

We ran out of green  
felt and wood 
“
Craig Federighi,  
Apple's head of software engineering

iOS 7 Overview: The end of Skeumorphic design


Deference. 
Content is at the center of the experience. 
Clarity. 
Text is legible at every size, icons are precise,
adornments are subtle and appropriate.  
Depth. 
Explore visual layers and realistic motion that
heighten users’ delight and understanding.


Apple’s three core iOS 7 principles: Deference
iOS 6 iOS 7


Apple’s three core iOS 7 principles: Clarity
iOS 6 iOS 7


Apple’s three core iOS 7 principles: Depth
iOS 6 iOS 7

By bringing fundamental and pervasive
changes to the iOS experience, iOS7
provides a rare opportunity to revisit the
way apps communicate their core purpose
and functionality to users.
“

The amount of effort you’ll need to put into your transition strategy is
dependent on what type of app you have:

Effort = min
Standard app
Effort = max
Bespoke app
Effort = med
Visual Hybrid app

Does your app need to
support iOS 7?

• iOS users tend to be very quick
to update their devices—it’s so
easy and just works!

• Users expect their favorite apps
to follow suit.


Tigerspike’s six key

iOS 7 considerations

Unlock the Power of Personal MediaUnlock the Power of Personal Media

Tigerspike’s six key iOS 7 considerations
1. The new aesthetic

2. Full bleed interfaces

3. Dynamic typography

4. Hierarchy conveyed through depth

5. Physics engine

6. Enhanced multitasking


Six key considerations: #1 The new aesthetic
A sense of calm and tranquility,  
focus and eﬃciency. Navigation
elements are translucent, buttons have
lost their borders, tab bars, nav bars,
search bars—everything is diﬀerent.
“

• The burden of supporting the two styles 
Supporting iOS 6 and 7 is a lot of work.

• Rome wasn’t (re)built in a day! 
Don’t try to change everything at one. 
Start with a point release, then make major changes later.


Action plan:
ü Notify your ‘brand guardians’ that they can expect signiﬁcant
changes to your mobile & tablet guidelines

ü Begin to consider how your brand is best represented
aesthetically within this new ecosystem

ü Download, read and share the Human Interface & UI Transition
Guidelines

ü Organise a point release with updated UI for iOS 7 release,
then iterate towards a major release 
You also may need to:

• Redesign your iconography

• Up skill your UI & UX teams



Six key considerations: #2 Full bleed interfaces
Make your apps more about your
content and less about UI. More of the
screen is available—take advantage of
the increased real-estate.
“


• Taking your design full screen 
Scrolling now starts from the top of the screen. 
Consider how your content looks under a blurred bar. 
• Upgrading your custom chrome 
Custom chrome is hard to change. 
You may need to go back to a simpler design to achieve this.


Action plan:
ü Educate your UI/UX teams about the graphical elements that
allow you to take full advantage of the screen

ü Ensure your new iOS 7 apps do not include borders

ü Understand how the bars at the top and bottom of the screen
should be semi-transparent allowing the content to scroll
below them

iOS 7 uses a new dynamic type
system designed to improve text
legibility—regardless of the size
it’s rendered at.

Six key considerations: #3 Dynamic typography
“


• A whole new toolset 
Apple has given us a whole bunch of tools: 
- Text Kit 
- Dynamic Type 
- Text Styles 
- Traits

• Beneﬁts 
Global text size rather than bespoke solution. 
Improved accessibility.

• Challenges 
How does your interface adapts to variable size fonts.


Action plan:
ü Make a decision on if you will use Helvetica Neue for your
apps (recommended)

ü If not using your own fonts, consider how they will work within
the new, reﬁned aesthetic

ü Notify ‘brand guardians’ of potential changes

Use transparencies and transitions
to help communicate hierarchical
position—this aids the users ‘mental
model’ helping them to navigate

Six key considerations: #4 Hierarchy conveyed

through depth
“



through depth



through depth
• What did Apple do with the Calendar app? 
Timescales were unrelated in iOS 6. 
Dates now relate to each other in iOS 7.

• Redesigning your app to focus on its hierarchy 
Focus on how your content relates to itself. 
Help the customer build a mental model of your content.

Action plan:
ü Adopt the translucent interface elements

ü Redesign custom navigation bars

ü Re-imagine your user experience to take advantage of this
new paradigm to keep ahead


through depth


Six key considerations: #5 Physics engine

This signiﬁes the move away from
interaction design completely
communicated with chrome and
skeuomorphic design—there is now a
focus on the ‘holistic’ experience

“


• Make your animations and transitions interactive 
iOS 6 the animation and transitions were canned, not engaging. 
iOS 7 allows interactive animations and transitions, depth.

• You don’t need to be a rocket scientist  
Apple has made this really easy. 
Driven by simple behaviors.

• “Hybrid” apps are missing out 
Lots of work to do this, Apple has made it easy. 
Rethink your strategy.


Action plan:
ü Analyse your brand / app identity and how real-world
feedback can enhance the user experience

ü Look at how you can enhance your iOS7 apps to create an
immersive, fun and highly engaging experience

ü Utilise the physics engine to create amazing transitions that
help the user navigate your experience while delighting them!

iOS 7 multitasking is a new way for
every app to multitask intelligently
—without a huge hit to battery life
or performance.

Six key considerations: #6 Enhanced multitasking
“


• Content updating in iOS 6 
Spinners, user has to wait & bad when we have no network.

• Background updating in iOS 7 
Fetch and remote notiﬁcations.

• What does this mean for your users? 
Less waiting. 
More engaging. 
No spinners.

Action plan:
ü When you do your major iOS 7 release, ensure you are making
the most out of the new multitasking features

ü Ensure that your Software engineers are well-versed on how to
implement optimised multi-tasking



1. Compile and test your iOS 6 app(s) on iOS 7 ASAP

2. Get a point release ready with updated iOS 7 UI components
(and any bugs ﬁxed) for when the update arrives ‘in fall’

3. Begin work on your next major release reimaging your
experience to take full advantage of the OS

4. Don’t boil the ocean—release, iterate & release.


New exciting features to keep in mind (1500 APIs!)

Thank you!

Upcoming events
!
Round-table session – San Francisco

!
Date Sept-10

Time 8am-10am

Location 875 Howard St, 6th Floor

Contact information
Alex Hall, President Tigerspike Americas 
alex@tigerspike.com | +1 646 558 3254

Christian Glover Wilson, VP, Technology & Strategy 
christian.gloverwilson@tigerspike.com | +1 917 310 5249
Americas 
133 W 19th St, 7th Floor 
New York NY 10011 
+1 646 330 4636 
americas@tigerspike.com
EMEA 
Level G, 1 & 3 
18 Buckingham Gate 
London SW1E 6LB 
+44 20 7148 6600 
emea@tigerspike.com
Asia Paciﬁc 
Level 1  
28 Richards Avenue, Surry Hills  
Sydney NSW 2010 
+61 2 9361 5132 
asia-paciﬁc@tigerspike.com

iOS7

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