More people are using mobile platforms to access information - can your business afford to be left behind in an age of rapid digital transformation?
When once it was acceptable to be in the late majority when it came to adjusting your business to technological advancements, nowadays you have to lead the pack in order to be a viable business.
2. Optimising Mobile
1. When one screen became many…
2. Spotting the Opportunity
3. Design considerations
- Short break –
4. Making it happen
5. Considering the future
6. Summary
3. What is a mobile device and how are people using them?
1. When one screen became many…
9. 11.2m
At May 2013
Australians owned a smartphone
Source: ACMA - Australia’s mobile digital economy - http://bit.ly/ND6va9
10. 7.5m
During June 2013
Australians accessed the internet
via a mobile phone
Source: ACMA - Australia’s mobile digital economy - http://bit.ly/ND6va9
20. Android will most likely overtake iOS as
the majority operating system for devices
following the current global trend
http://i4.mirror.co.uk/incoming/article3201373.ece/ALTERNATES/s2197/Best-ever-selfie-taken-at-the-2014-Oscars-3201373.jpg
23. In Finland, planners are known to visit their parks
immediately after the first snowfall… (these ‘desire
lines’ are) indicated by their footprints and can be
used to guide the routing of new purpose built paths.
https://www.flickr.com/photos/ptenec242/5988307675
25. The only people who can tell you if your
assumptions are correct are the people
who you are targeting.
2. TEST ASSUMPTIONS
26. By drawing out your identified users
and their scenarios you can start to
find those ‘desire lines’ that will create
a meaningful interaction.
3. VISUALISE GOALS AND TASKS
30. CASE STUDY: TESCO BANK
https://www.flickr.com/photos/snapdoc/5818996692
Our team in Edinburgh found that a
high percentage of travellers bought
their insurance online, on their phone
and on the way to the airport.
31. CASE STUDY: TESCO BANK
This helped us identify the need for a
mobile site and also dictated how we
responded.
36. Design Considerations – Hit Areas
https://www.flickr.com/photos/arjunvkp/7732829512
User interface controls have to be big
enough to capture fingertip actions
without frustrating users with
erroneous actions and tiny targets.
37. Users are not sympathetic to poor
network coverage and don’t adjust their
expectations when WIFI isn’t available.
40. ‘My issue with responsive design is when it
becomes lowest common denominator design,
‘working’ on all screens but not excelling on any’
ROAN LAVERY – FREE AGENT
http://www.freeagent.com/
46. What channels has your organisation prioritised in relation
to digital customer experience initiatives?
Source: March 2013 Global Digital Experience Delivery Online Survey – Forrester Research Inc.
1%
3%
6%
13%
43%
44%
47%
56%
59%
80%
Don’t know
Smart TV
Emerging channels (e.g. wearables, digital
Digital signage and kiosks
Mobile application (excluding tablet)
Mobile application for tablet
Social site or community
Mobile web (excluding tablet)
Mobile web, for tablet
Traditional (e.g.) desktop web
49. A website built around a tailored user
experience for only mobile access.
1. .M or .MOBI
50. A website that changes ratios (and/or
content) based on the device viewport.
2. RESPONSIVE
51. A website that uses a framework like
PhoneGap to allow distribution as an app.
3. APPS - HYBRID or FRAMEWORK APP
52. An app built exclusively for the operating
system or device on which it runs.
3.APPS - NATIVE APP
53. Faster development with an iterative roadmap
will kickstart any income stream and allow for
early understanding of benefits.
http://www.flickr.com/photos/angusf/2236023038
54. 18w
Average time to create a native app
Source: Kinvey - http://www.kinvey.com/blog/2086/how-long-does-it-take-to-build-a-mobile-app/
55. 13w
Perth Arena hybrid app project timeline
* 4 weeks design, 4 weeks development (3 weeks app, 1 week api build to drive app data), rest split between UX, research and PM
58. Whatever approach you are considering you
should work initially using sketching, rapid
prototyping methods and try to identify the
minimum viable product that you can build upon.
65. “The web will be everything, but it
will be nothing. It will be like
electricity, it is just there”
ERIC SCHMIDT – EXECUTIVE CHAIRMAN GOOGLE
https://www.flickr.com/photos/fitzvillafuerte/4444507668
66. “Services aren’t made on an assembly line…
you can’t predict precisely which
[touchpoint] each user will need… The
service is experienced differently by every
person, because every person is different”
ANDY POLAINE
http://www.projectara.com/
67. From Nike+ to Galaxy Gear, wearable
technology has arrived and with it the
expectation of the ‘internet of things’.
http://www.flickr.com/photos/samsungtomorrow/9675081089
68. In acquiring Nest Google may have signaled
that it is interested in getting even more
intimate with customers behaviors.
69. Smart locks like August can feed into a
combined, smart home, to start music,
schedule dinner and turn lights on.
70. At SXSW 2014 Google announced they will
be releasing a developer SDK that will make
it easier for companies to create wearable
devices that run on Android.
71. “Technologies aren’t solutions,
they’re simply tools that help us tell
stories about our products”
STEPHANIE RIEGER - YIIBU
https://www.flickr.com/photos/95521796@N00/267952677
73. 1. RESEARCH
We now live in a multi device world where both
smartphones and tablets are increasingly becoming
the main touchpoints for consumers.
74. 2. OPPORTUNITIES
Users will create their own paths to content, to create
engaging, meaningful and valuable experiences we
need to uncover our users motivations and journeys.
75. 3. DESIGN
There is a rich and growing visual language that has
evolved over the last 25 years of the web. Use this as a
base for your presence rather than inventing new ones.
76. 4. TECHNOLOGY
The ideal approach to optimising for mobile is to
prototype, test, implement and repeat. Learn from
successes and failures to continually adapt to change.
77. 5. FUTURE
The future will revolve around the ability of users to
customise their experiences to their needs and for
businesses to record greater amounts of data from that.
78. At Precedent we are committed to
looking at simple solutions to seemingly
complex digital problems…