Carmel Ventures Workshop January 2011 Embracing Mobile Platforms Trends, Platforms & UX Driven Development. www.nascentgrp.com
May 17, 2015
Carmel Ventures Workshop January 2011
Embracing Mobile Platforms
Trends, Platforms &UX Driven Development.
www.nascentgrp.com
Carmel Ventures Workshop January 2011
A brand, product and service innovation consultancy.
Working internationally for a wide range of global brands:
SAP, Motorola, SanDisk, NDS, Kodak, Comverse, BetterPlace
An expanding focus on the opportunities presented by mobile trends
and devices.
Outline
Carmel Ventures Workshop January 2011
The Business Perspective
The Platform Perspective
iOS: Key Technologies / Strengths
What Makes a Great Mobile Product?
Building a Mobile Product: a UX Driven Approach
New Products: Rapid Prototyping
Carmel Ventures Workshop January 2011
Part 01
The Business PerspectiveWhy Mobile Platforms?
Carmel Ventures Workshop January 2011
The Business Perspective: Why Mobile Platforms?
Why mobile platforms?
Carmel Ventures Workshop January 2011
Mobile devices are more powerful than ever.
The Business Perspective: Why Mobile Platforms?
Carmel Ventures Workshop January 2011
Carrier control is largelya thing of the past.
The Business Perspective: Why Mobile Platforms?
Carmel Ventures Workshop January 2011
Sell & deploy directto consumers.App stores rule.
The Business Perspective: Why Mobile Platforms?
Carmel Ventures Workshop January 2011
iOS
App distribution:App StoreIn App PurchaseEnterprise Program
Carmel Ventures Workshop January 2011
Android
Market is fragmented:Android MarketCarrier StoresAmazon StoreEach with it’s own database...
Carmel Ventures Workshop January 2011
New monetization opportunities.
The Business Perspective: Why Mobile Platforms?
Ability to sell software to consumers in a super-easy way.Ability to monetize content.
Who thought 2-3 years ago that NYT could sell content?
that Wired could? that local newspapers could?
Who thought you could sell indie software?
—!for a mass market?
Carmel Ventures Workshop January 2011
There are different monetization models:
The Business Perspective: Why Mobile Platforms?
Carmel Ventures Workshop January 2011
ngmoco
Rolando 2Free
Freemium
The Business Perspective: Why Mobile Platforms?
Carmel Ventures Workshop January 2011
Selling apps + in app purchases
Borange Inc.
TextieFree
The Business Perspective: Why Mobile Platforms?
December 2010
Airstrip
Monitoring
Remote Patient MonitoringFree
Free consumer app > big backend server product
Carmel Ventures Workshop
The Business Perspective: Why Mobile Platforms?
Interfaces with a big,
commercial server side
solution that transmits this
information to mobile
devices.
December 2010
Tumblr
TumblrFree
Free consumer app > extends web based ecosystem
Carmel Ventures Workshop
The Business Perspective: Why Mobile Platforms?
Carmel Ventures Workshop January 2011
Selling apps
Freemium
Selling apps + in app purchases
Free consumer app > big backend server productBanks, EMRs, etc.
Free consumer app > extends web based ecosystem These sometimes drastically improve the web-based service:
By an order of magnitude, twitter is better as a native iPhone app
than as a web app.
Subscription based chargeMight have challenges on iOS.
The Business Perspective: Why Mobile Platforms?
Carmel Ventures Workshop January 2011
Opportunities
The Business Perspective: Why Mobile Platforms?
A mobile app can expand our business outreach and make it possible for more people to engage with us, in broader use cases.
Carmel Ventures Workshop January 2011
Part 02
The Platform Perspective
Carmel Ventures Workshop January 2011
Devices
PhonesNon-PhonesTablets
Carmel Ventures Workshop January 2011
Devices
Tablets != SmartphonesiPad (not equal) iPhone
Carmel Ventures Workshop January 2011
Platforms
Native apps vs.
Web Apps vs.
Mobile Web Content
Native apps have many benefitsWeb-based content may have immediate advantages
Safari
22%
Opera
22%
Nokia
17%
BlackBerry
19%
Android
11%
Other
7%
Carmel Ventures Workshop January 2011
The Most Used Mobile
Web Browsers
November 2010
http://gs.statcounter.com/#mobile_browser-
ww-monthly-200910-201009
The Business Perspective: Why Mobile Platforms?
The Android browser, some BlackBerry & Nokia browsers, Safari are all based on WebKit.
Carmel Ventures Workshop January 2011
Operating systems
iOSAndroidBlackberryWindows Phone 7WebOSMeeGo
Carmel Ventures Workshop January 2011
Total U.S. Market & Smartphone Market Share
October 2010Source: The Nielsen Company
Apple iOS
27.9%
RIM BlackBerry
27.4%
Windows
Mobile
14.0%
Android
22.7%
Smartphone
29.7%
Feature Phone
70.3%
Total U.S Market Share October 2010 U.S Smartphone OS Share October 2010
Carmel Ventures Workshop January 2011
Which Platform?
Choose the rightplatform for the job
BlackBerry might be great for hardcore corporate business users
Android might be good for stretching the boundaries of system integration
Carmel Ventures Workshop January 2011
For the purpose of this talk
We’ll focus on iOS:iPhoneiPod TouchiPads
Carmel Ventures Workshop January 2011
Part 03
iOS: Key Technologies & Strengths
Carmel Ventures Workshop January 2011
TouchSensorsIncredible displaysAlways connectedMultitouch gesturesPersonal - almost intimate(continues)
iOS: Key Technologies & Strengths
Carmel Ventures Workshop January 2011
Platform is opinionatedUI standards clearly definedApps are small, precise, focusedApps run full screenTouch = immediacy, intuitiveness
iOS: Key Technologies & Strengths
Carmel Ventures Workshop January 2011
Email on the desktopbattling for the user’s attention
Carmel Ventures Workshop January 2011
Mailon an iPhone
Carmel Ventures Workshop January 2011
UI KitWebkitLocation ServicesAudio / Video Playback / StreamingLimited MultitaskingPush Notifications(continues)
Technologies (highlights)
Carmel Ventures Workshop January 2011
Core AnimationCore TextQuickLookAccessory SupportAirplay
Technologies (highlights)
Carmel Ventures Workshop January 2011
Part 04
What Makes a Great Mobile Product?
Carmel Ventures Workshop January 2011
Do one thingexceptionally well.
What Makes a Great Mobile Product?
the best apps are laser-focused on a core idea.
for most companies, this idea takes some time to take in.
Carmel Ventures Workshop January 2011
Burbn, Inc.
InstagramFree
Instagram has
gathered a whopping
one million users in
one month.
Carmel Ventures Workshop January 2011
Simplify.Simplify again.Small screens & limited resources should help
us focus on the very essence of our product.
What Makes a Great Mobile Product?
Devices are strong, but not super-powered. This helps us focus.Squeeze only the very essence of your product.
Carmel Ventures Workshop January 2011
Garrett
Murray
Ego$1.99
Carmel Ventures Workshop January 2011
Little Pixels
Get Home$1.99
Carmel Ventures Workshop January 2011
App = UX = Brand
For most, the app is the only tangible part of
your brand.
What Makes a Great Mobile Product?
Carmel Ventures Workshop January 2011
Skype
Software
SkypeFree
Skype brand is inseparable from Skype the app. It is the main touch point with it’s audiences. Far more significant than traditional touch points like it’s website.
Carmel Ventures Workshop January 2011
The UI is the app.
Users perceive the UI as the product.
They are unaware of everything else.
What Makes a Great Mobile Product?
Understanding this is key to planing the product’s scope & story.
Carmel Ventures Workshop January 2011
Shazam
Entertainment ltd.
ShazamFree
Carmel Ventures Workshop January 2011
It’s not about you.Users don’t interact with you, they interact
with one more app on their iPhone.
Adhering to platform conventions &
expectations can be crucial for success.
What Makes a Great Mobile Product?
Carmel Ventures Workshop January 2011
Twitter, Foursquare, Textie, Things,
Design Observer
Are just a few apps that I experience occasionally when using my iPhone.
Carmel Ventures Workshop January 2011
GuidelinesCertain things are done in certain ways on each platform.
Controls & elements have specific uses, sizes & behaviors.
Misusing those can cause confusion & frustration.
What Makes a Great Mobile Product?
Carmel Ventures Workshop January 2011
Immersive App
WeightBot
Utility App
Weather
Productivity App
Things
Carmel Ventures Workshop January 2011
Be platform specific.
Cross-platform-ness might sound like a
good idea, but as a strict requirement it
might cripple innovation
What Makes a Great Mobile Product?
Carmel Ventures Workshop January 2011
DropboxiPhone + Android
Carmel Ventures Workshop January 2011
Yahoo
FlickriPhone
Let’s compare this
to the WP7 version...
Carmel Ventures Workshop January 2011
Watch this video on: http://www.flickr.com/windows7/
Yahoo
FlickrWindows
Phone 7
Carmel Ventures Workshop January 2011
Twitter Inc.
TwitteriPhone + Android
Carmel Ventures Workshop January 2011
Mobile version != Porting existing software
What Makes a Great Mobile Product?
Quick point to consider
Carmel Ventures Workshop January 2011
Fuse your company’s strengths with the platform’s sweet spots.
A good mobile app would:
What Makes a Great Mobile Product?
Carmel Ventures Workshop January 2011
Guardian
News &
Media
The Guardian EyewitnessFree
Carmel Ventures Workshop January 2011
Part 05
Building a Mobile Producta UX Driven Approach
Carmel Ventures Workshop January 2011
The best apps are developed using a UX driven process.
This is how apple does it.
Product Development: A UX-driven process
Carmel Ventures Workshop January 2011
Apps are realized aspixel-perfect mockups first.
Before any code is written.
Product Development: A UX-driven process
At Apple:
Carmel Ventures Workshop January 2011
What is UX driven development?
Product Development: A UX-driven process
So,
Carmel Ventures Workshop January 2011
Planning the product around empoweringthe user.
Starting with the user interface.
Product Development: A UX-driven process
UX driven development is:
Carmel Ventures Workshop January 2011
A detailed planning of the product’s UI.
We call this Schematics.
Product Development: A UX-driven process
The main output of this process is:
Carmel Ventures Workshop January 2011
Product Development: A UX-driven process
Schematics
Carmel Ventures Workshop January 2011
Schematics align teams around visible, tangible functionality.
Schematics reduce mistakes,
misunderstandings & mishaps.
Product Development: A UX-driven process
Carmel Ventures Workshop January 2011
Let’s go through atypical process:
Product Development: A UX-driven process
Carmel Ventures Workshop January 2011
Product Development: A UX-driven process
Concept to ProductUX driven process
Presentation at McKesson December 2010
User Research (shadowing)
Product Development: A UX-driven process
Presentation at McKesson December 2010
Ideation
Product Development: A UX-driven process
Presentation at McKesson December 2010
Scope Definition
Product Development: A UX-driven process
NewCo TV UIphone
Carmel Ventures Workshop January 2011
Schematic Design
Product Development: A UX-driven process
Visual Design
Product Development: A UX-driven process
Carmel Ventures Workshop January 2011
Product Development: A UX-driven process
UX Design Process + Development Process
Carmel Ventures Workshop January 2011
A detailed planning of the product’s UI sets expectations & nails down requirements.
Product Development: A UX-driven process
This process makes business sense:
Carmel Ventures Workshop January 2011
Internal alignment & motivation.
Better product.
Faster time to market.
Better market traction.
Product Development: A UX-driven process
This process usually results in:
Carmel Ventures Workshop January 2011
Part 06
New Products: Rapid Prototyping
Carmel Ventures Workshop January 2011
A small group canplan, design & build a mockup/prototype that has tremendous impact.
New Products: Rapid Prototyping
In a relatively small period of time
Mockups = a static visual design of a non-existing product / feature
Carmel Ventures Workshop January 2011
Carmel Ventures Workshop January 2011
Mockups maketheory tangible.
Can persuade internallyClarify product needsA strong marketing tool
New Products: Rapid Prototyping
Carmel Ventures Workshop January 2011
Part 07
UX driven product development process
Case study:tawkon
Carmel Ventures Workshop January 2011
Part 08
Q&ADiscussion
Carmel Ventures Workshop January 2011
Thank You.
www.nascentgrp.com