The document discusses the layers of the mobile experience design process which includes idea, needs and goals, context, strategy, device plan, design, prototype, development, testing, optimization, porting, and discussion. It also outlines the context of mobile design and different types of mobile apps based on medium and context.
7. IDEA The first thing we need is an idea that inspires us.
8. NEEDS & GOALS Identify a basic need with our desired user.
IDEA The first thing we need is an idea that inspires us.
9. CONTEXT The circumstances where information adds value.
NEEDS & GOALS Identify a basic need with our desired user.
IDEA The first thing we need is an idea that inspires us.
10. STRATEGY How we can add value to the business.
CONTEXT The circumstances where information adds value.
NEEDS & GOALS Identify a basic need with our desired user.
IDEA The first thing we need is an idea that inspires us.
11. DEVICE PLAN Choose the devices that best serves our audience.
STRATEGY How we can add value to the business.
CONTEXT The circumstances where information adds value.
NEEDS & GOALS Identify a basic need with our desired user.
IDEA The first thing we need is an idea that inspires us.
12. DESIGN Create a user experience based around needs.
DEVICE PLAN Choose the devices that best serves our audience.
STRATEGY How we can add value to the business.
CONTEXT The circumstances where information adds value.
NEEDS & GOALS Identify a basic need with our desired user.
IDEA The first thing we need is an idea that inspires us.
13. PROTOTYPE Test the experience within the context.
DESIGN Create a user experience based around needs.
DEVICE PLAN Choose the devices that best serves our audience.
STRATEGY How we can add value to the business.
CONTEXT The circumstances where information adds value.
NEEDS & GOALS Identify a basic need with our desired user.
IDEA The first thing we need is an idea that inspires us.
14. DEVELOPMENT Put all the pieces together.
PROTOTYPE Test the experience within the context.
DESIGN Create a user experience based around needs.
DEVICE PLAN Choose the devices that best serves our audience.
STRATEGY How we can add value to the business.
CONTEXT The circumstances where information adds value.
NEEDS & GOALS Identify a basic need with our desired user.
IDEA The first thing we need is an idea that inspires us.
15. TESTING And test, and test, and test some more.
DEVELOPMENT Put all the pieces together.
PROTOTYPE Test the experience within the context.
DESIGN Create a user experience based around needs.
DEVICE PLAN Choose the devices that best serves our audience.
STRATEGY How we can add value to the business.
CONTEXT The circumstances where information adds value.
NEEDS & GOALS Identify a basic need with our desired user.
IDEA The first thing we need is an idea that inspires us.
16. OPTIMIZATION Reduce all assets to its lowest possible size.
TESTING And test, and test, and test some more.
DEVELOPMENT Put all the pieces together.
PROTOTYPE Test the experience within the context.
DESIGN Create a user experience based around needs.
DEVICE PLAN Choose the devices that best serves our audience.
STRATEGY How we can add value to the business.
CONTEXT The circumstances where information adds value.
NEEDS & GOALS Identify a basic need with our desired user.
IDEA The first thing we need is an idea that inspires us.
17. PORTING Adapt for other devices that fit our strategy.
OPTIMIZATION Reduce all assets to its lowest possible size.
TESTING And test, and test, and test some more.
DEVELOPMENT Put all the pieces together.
PROTOTYPE Test the experience within the context.
DESIGN Create a user experience based around needs.
DEVICE PLAN Choose the devices that best serves our audience.
STRATEGY How we can add value to the business.
CONTEXT The circumstances where information adds value.
NEEDS & GOALS Identify a basic need with our desired user.
IDEA The first thing we need is an idea that inspires us.
18. Discussion
What do you want to learn
today?
• Is it to create visual experiences?
• Is it to take advantage of the mobile
opportunity?
• Is it to figure out how to make sense of
this new medium?
• Is it something more?
• All of the above?
30. In less five years, the
mobile generation
could have more
buying power than all
other demographics
31. Discussion
Why are you here?
• What is it about mobile that appeals to
you the most?
• What do you see as being the obstacles?
(your understanding? your company? the
technology? etc.)
• What are the biggest opportunities?
62. Abraham Harold Maslow
(April 1, 1908 – June 8, 1970)
was an American psychologist.
He is noted for his concept-
ualization of a "hierarchy of
human needs", and is
considered the founder of
humanistic psychology.
66. Te
ls
oa
ch
sG
nic
es
al
Sweet
sin
G
oa
Spot
Bu
ls
User Goals
67. JARGON ALERT
Neurolinguistic
Programming
A model of interpersonal
communication chiefly concerned with
the relationship between successful
patterns of behavior and the subjective
experiences underlying them.
68. Lear
ni
Aud ng T
ype
20% itory
o f all
conn
ect w peop
is al ith oth le
conn l they n ers verb
ecte eed
d an to fe ally
with d pro el
othe ductive
rs
69. Lear
ni ng T
Visu ype
35% al
of al
Bein
g ab
l peop
illus
trate
le to
see c
le
char
ts an d as dia oncepts
for t d gra gram
his m phs s or
ajor is he
ity le lpful
type arni
. ng
70. Lear
Kine ni ng T
ype
sthe
45 % of
all p
tic
inco
rpor eopl
and
hand
ate m
uscl e
proc -eye e me
ess a movem mory
nd re ent t
infor tain o
mat new
ion
71. Exercise
Needs & Goals
• Let’s examine BBC
• What human needs does the BBC serve?
• What are the goals of the BBC’s
audience?
• Does the BBC utilize neurolinguistic
programming models? If so, how?
• How do we document our findings?
73. JARGON ALERT
Context
The circumstances that form the
setting for an event, statement, or
idea, and in terms of which it can
be fully understood and assessed.
74.
75.
76.
77. Context with a capital C
Context is how the user will derive
BIG C value from something
they are currently doing.
In other words, the
understanding of
circumstance. It is the
mental model they will
establish to form
understanding.
78.
79.
80.
81.
82.
83. The mode, medium, or
context environment in which we
little c perform a task or the
circumstances of
understanding.
• our present location
• our device of access
• our state of mind
84. My present location.
Physical
My physical context will
Context dictate how I access
information and therefore
how I derive value from it.
85.
86. My device of access.
Media
The media context isn’t
Context just about the immediacy
of the information we
receive
How to engage people in
real time.
87.
88. Our present state of
Modal mind.
Context • Where should I eat?
• Should I buy it now or
later?
• Is this safe or not?
89.
90. Radio TV
Live Billboard
ry
Vi
to
su
di
al
Au
Word of Print Ad
Mouth
Kinesthetic
Mobile Events
Device
QR
91. WAP
Bluetooth
Radio TV
SMS
SMS
Live Billboard
WAP
ry
Vi
to
MMS
su
di
al
Au
QR Cod
Word of Print Ad
Mouth
SMS
Kinesthetic
SMS
WAP Mobile Events
Device
QR Code
Website
MMS
92. WAP
Discuss IVR
SMS Buy
SMS
IVR
Notify Send to
Friend
WAP
Bluetooth
Radio TV
Send to
Friend Notify
SMS
SMS
Live Billboard
d to B
nd
WAP
ry
Vi
to
MMS
su
di
al
Au
W
QR Code
Word of Print Ad
Mouth
SMS
ify
Kinesthetic No
SMS
WAP Mobile Events
Buy Device Send to
Friend
QR Code
Website
MMS
Join
Notify
SMS
SMS
Email
WAP Site
MMS WAP Site
93. Join Down
Notify load
Vote Vote
Down
load Notify
WAP
Discuss IVR
SMS Buy
SMS
IVR
Notify Send to
Friend
WAP
Bluetooth
Radio TV
Send to
Friend Notify
SMS
SMS
Live Billboard
Send to Buy
Friend
WAP
ry
Vi
to
MMS
su
di
al
Au
Join WAP Site
QR Code
Word of Print Ad
Mouth
SMS
Notify
Kinesthetic Notify
SMS
WAP Mobile Events
Buy Device Send to
Friend
QR Code
Website
MMS
Join
Notify
SMS
SMS
Email
WAP Site
MMS WAP Site
SMS
Send to
Friend Send to
Friend
Notify
Notify
Post WAP Site
Send to
Friend
94. Exercise
Define the Context
• Again lets use the BBC as our example
• What are the physical contexts?
• What are the media contexts?
• What are the modal contexts?
• What is the BIG Context?
• What are some of the possible business
strategies simply by addressing
context?
109. MEDIUM MATRIX
Device User Offline Device Long Term
Complexity Language Initial Cost
Support Experience Support Features Cost
SMS All Simple Limited N/A No None Low High
Mobile
All Simple Limited HTML No None Low Low
Websites
Mobile
Web Some Medium Great HTML Limited Limited Low Low
Widgets
Mobile
HTML, CSS,
Web Some Medium Great Limited Limited Mid Low
JS
Application
Native
All Complex Excellent Various Yes Yes High Mid
Application
Games All Complex Excellent Various Yes Yes Very High High
119. IMMER-
SIVE
An application meant to
distract or entertain.
120.
121. CONTEXT MATRIX
User Experience Type Task Type Task Duration Combine with
Utility At-a-Glance Information Recall Very Short Immersive
Locale Location-based Contextual Information Quick Immersive
Informative Content-based Seek Information Quick Locale
Productivity Task-based Content Management Long Utility
Immersive Full Screen Entertainment Long Utility, Locale
144. Exercise
Designing a Mobile
Information Architecture
• Lets build a mobile wireframe for the
BBC
• Sketch out an IA for both touch and
traditional devices.
• What are the primary navigation items?
• How can you can you “tease” content?
• How are they di erent? How are they
the same?
148. The Tent Pole
The business goal of a tent-pole
production is to support or prop
up the losses from other
productions.
However, to create a tent-pole
production, the creators involved
must make an artistic
work that they know
will appeal to the
largest possible
audience, providing
something for everyone.
150. Best Possible Experience
In mobile development, the risks
and costs of creating that tent-
pole product are just too high.
This lesson is so easily seen
through bad or just plain
uninspired mobile design.
Asking creative people
to create uninspiring
work is a fast track
to mediocrity.
152. Elements of Mobile Design
| CONTEXT
| MESSAGE
| LOOK & FEEL
| LAYOUT
| COLOR
| TYPE
| GRAPHICS
153. Context
Who are the users? Where are the users?
What do you know about them? Are they in a public space or a private
space? Are they inside or outside?
What type of behavior can you assume
or predict about the users? Is it day or is it night?
What is happening? Why will they use your app?
What are the circumstances in which What value will they gain from your
the users will best absorb the content content or services in their present
you intend to present? situation?
When will they interact? How are they using their mobile
Are they at home and have large device?
amounts of time? Are they at work Is it held in their hand or in their
where they have short periods of time? pocket?
Will they have idle periods of time How are they holding it?
while waiting for a train, for example? Open or closed? Portrait or landscape?
154. Message
What you are trying to say about
your site or application visually?
Your message is the overall mental
impression you create explicitly
through visual design.
How someone will
react to your design?
If you take a step back,
and look at a design
from a distance, what
is your impression?
155.
156.
157.
158.
159.
160. Look & Feel
Look & Feel is used to describe the
appearance
As in “I want a clean look and feel”
or “I want a usable look and feel.”
The problem is:
As a mobile designer,
what does it mean?
161.
162.
163. Layout
How the user will visually process
the page
The structural and visual
components of layout often get
merged together, creating
confusion and making
your design more
di cult to produce.
164.
165.
166.
167. Color
The most common obstacle you
encounter when dealing with color
is mobile screens.
When complex designs are
displayed on di erent mobile
devices, the limited color depth
on one device can cause
banding, or unwanted
posterization in the
image.
168.
169.
170. Typography
How type is rendered on mobile
screens:
• subpixel-based screens
• A subpixel is the division of each
pixel into a red, green, and blue
(or RGB) unit at a micro-
scopic level, enabling
for a greater level of
antialiasing for each
font character or glyph.
171.
172.
173. Typography
How type is rendered on mobile
screens:
• pixel density or greater pixels per
inch (PPI)
The pixel density is determined by
dividing width of the display
area in pixels, by width
of the display area in
inches.
174.
175. Graphics
Use of images that are used to
establish or aid a visual
experience.
Graphics can be used to
supplement the look and feel, or as
content displayed inline with the
text.
• Iconography
• Photos & Images
176.
177.
178. Different Screen Sizes
Mobile devices come in all shapes
and sizes. Choice is great for
consumers, but bad for design.
It can be incredibly di cult to
create that best possible experience
for a plethora of di erent screen
sizes.
179.
180.
181. The Right Device
The truly skilled designer doesn’t
create just one product—they
translate ideas into experiences.
The spirit of your design should be
able to be adapted to multiple
devices.
The days of tent-poles
are gone.
182. Exercise
Design Critique
• Lets pick on the BBC one last time...
• Does the current design address
context? If so how?
• What message does it convey?
• What about the look & feel?
• What about layout?
• What about color & type?
• What about graphics?
187. Getting your application
on one platform is a snap,
but getting it on two is a
challenge, five a costly
headache, and supporting
fifty virtually impossible.
215. An initiative is defining new interfaces (Javascript APIs)
and a security framework to enable the access to mobile
phone functionalities.
• Application Invocation • Messaging
• Application Settings • Persistent Data
• Camera • Personal Information
• Communications Log • Phone Status
• Gallery • User Interaction
• Location
221. Web 1.0 Web 2.0
Proprietary Standards
Walled Gardens Web Services
First to market Web as a Platform
Brand-centered User-centered
222.
223. What I Learned at Mobile 2.0
#1 Mobile 2.0 = The web The Mobile User Experience
Sucks
The mobile web browser is the
next killer app Mobile Widgets are the next
big thing
Mobile Web Applications are
the future The Carrier is the new “C” word
Javascript is the next frontier Mobile Needs to Check Its Ego
Rich Interactions kill battery life We are creators not consumers
224. JARGON ALERT
Mobile 2.0
The convergence of mobile services
and web services. The promise of
Mobile 2.0 is to add portability,
ubiquitous connectivity and location-
based services to enhance information
and services found on the web.
225. Enterprise Mobile Advertising
Microblogging Location-based Audio
Imaging Video App Stores
Messaging Media Sharing Point of Sale
Widgets VoIP Search
Shopping Transactions
Social Media QR Codes Platforms
226. Hot Trends
sensoring augmented reality
biometrics mobile connected games
transactions location-based social media
lifestreaming retail proximity media
recommendation consumption
image recognition
227. Mobile 1.0 Mobile 2.0
Proprietary Standards
Walled Gardens Web Services
First to market Web as a Platform
Brand-centered User-centered
228. Mobile Evolution
Brick Era
Candy Bar Era
Feature Phone Era
Smart Phone Era
Touch Era
1970 1980 1990 2000 2010
234. Multiple Mobile Browsers
Designing and developing for
multiple mobile browsers
simultaneously is a challenge, but
not an impossibility.
It requires looking at your designs
and code from many contexts.
Being able to visualize
how your designs will
be rendered on a
variety of devices in
your head, as you lay down code.
245. Class A Browsers
• Excellent XHTML 1.0 support
• Good HTML5 support; specifically,
the canvas element and o ine
storage
• Excellent CSS support, including
most of CSS Level 2.1 (scores 90
percent or higher on the ACID2 test)
and the majority of CSS Level 3
(scores 75 percent or higher on the
ACID3 test)
• Support for web standards layouts,
including absolute positioning, floats,
and complex CSS-based layouts
• Support for image replacement
techniques
246. Class A Browsers
• Excellent JavaScript support
• Ability to toggle the display property
• Support for DOM events, including
Ajax
• Considered comparable to a
“desktop-grade” browser
247.
248. Class B Browsers
• Excellent XHTML 1.0 support
• Good CSS Level 2.1 support (75% or
higher on the ACID2 test)
• Padding, border, and margin
properties are correctly applied
• Can reliably apply colors to links,
text, and background
• Supports image replacement
techniques
• Can support complex tables—not
necessarily nested tables
• Setting a font size of 10 pixels or
more produces readable text
• Has limited JavaScript support, min.
toggle the display property
249. Class C Browsers
• Good XHTML 1.0 support
• Limited CSS Level 2.1 support (scores
50 percent or higher on the ACID2
test)
• Limited or no JavaScript support
250. Class D Browsers
• Basic XHTML
• Limited CSS support (CSS Level 1, or
does not recognize cascading)
• Minimum screen width: 120 pixels
• Hyperlinks may not be colorable by
CSS
• Basic table support: 2 or more
colspan and rowspan may not be
supported
• No JavaScript support
• “Width” expressed as a percentage
may be unreliable
251. Class F Browsers
• No (or very unreliable) CSS support
• Poor table support or none at all
• Basic forms: text field, select option,
submit button
• May not be able to support input
mask on fields
• No JavaScript support
252. The Device Matrix
Class Markup CSS Javascript
Class A XHTML, XHTML-MP, HTML5 CSS2, CSS3 Great, includes DHTML, Ajax
Class B XHTML, XHTML-MP CSS2 (Decent) Limited, some DHTML
Class C XHTML, XHTML-MP CSS2 (Limited) Limited
Class D XHTML-MP CSS2 (Basic) None
Class F XHTML-MP, WML None None
264. THE BOX MODEL
The box model is one of the
key concepts of CSS design,
and therefore the first thing
that tends to go wrong in
mobile devices. The box
model is the imaginary box
that is around every element
in your markup.
265.
266. THE BOX MODEL
Class A Class B Class C Class D Class F
Box Model Great Good OK Poor Fail
267. SELECTORS
The selector is used to tell
which markup elements it
should apply rules to—
basically, what makes CSS
work to control the
presentation.
268. SELECTORS
Class A Class B Class C Class D Class F
Universal Yes Yes Yes Yes Yes
Type Yes Yes Yes Yes Flaky
Descendent Yes Yes Flaky Flaky No
Child Yes Yes Flaky Flaky No
Adjacent Yes Yes Flaky No No
Class Yes Yes Yes Yes Flaky
ID Yes Yes Yes Yes Flaky
Simple Attribute Yes Flaky No No No
Advanced Attribute Yes No No No No
Pseudoselector Yes Flaky No No No
269. FONTS & TEXT
The typography options on
mobile devices can be less
than stellar, but like most
things CSS-related, we are
seeing mobile browsers move
closer to their desktop
cousins in this respect.
270. FONTS & TEXT
Class A Class B Class C Class D Class F
Sans-serif and Sans-serif and Sans-serif and
Available Fonts Web-safe Web-safe
serif serif serif
Font Size Any Any Keyword Keyword Keyword
Font-weight Yes Yes Yes Yes Limited
Font-style Yes Yes Yes Yes Limited
Text-transform Yes Yes Yes Yes Limited
Text-decoration Yes Yes Yes Yes Flaky
Line-height Yes Yes Yes Yes Flaky
Text-align Yes Yes Yes Yes Yes
White-space Yes Yes Yes Limited Flaky
Text Shadow Yes No No No No
Font replacement Limited No No No No
271. BOX PROPERTIES
Being able to style the box
area around an element is a
crucial part of web standards
design. Basic CSS level 2 box
styling techniques work well
on most mobile devices,
allowing you to style content
with some level of precision.
272. BOX PROPERTIES
Class A Class B Class C Class D Class F
Height & Width Yes Yes Limited Flaky Flaky
Min & Max dim Yes Flaky No No No
Margins Yes Yes Yes Yes Limited
Padding Yes Yes Yes Flaky Flaky
Borders Advanced Limited Limited Flaky Flaky
Box Shadow Yes No No No No
273. COLOR
Styling an element means
defining colors and
background images. Relying
on CSS instead of images to
create desired visual e ects
reduces time to download as
well as cost.
274. COLOR
Class A Class B Class C Class D Class F
Background color Yes Yes Yes Yes Yes
Background image Yes Yes Yes Flaky Flaky
Multiple
Yes No No No No
background images
275. PAGE FLOW
CSS can also be used to
define the design layout of
the page. Using positioning
and page flow attributes, we
can add style to the page and
help make it easier to read or
interact with on small
screens.
276. PAGE FLOW
Class A Class B Class C Class D Class F
Display Yes Yes Yes Yes Flaky
Toggle Display Yes Yes Limited No No
Floats Yes Yes Limited Limited Flaky
Clearing Yes Yes Limited Limited Flaky
Positioning Yes Yes Limited Flaky No
Overflow Yes Limited Flaky No No
Stacking Order Yes Yes Limited Flaky No
299. XHTML
The iPhone and WebKit
support the XHTML 1.0 Strict
and Transitional doctype,
which is the recommended
language for writing iPhone
web apps.
300. XHTML-MP
The iPhone will render
XHTML Basic and XHTML-
MP pages, but it won’t like it.
Given the option to render a
desktop version, or a mobile
or WAP version of a site, the
iPhone will render the
desktop version.
301.
302. HTML5
HTML5 creates some
interesting new
opportunities for mobile web
applications, like the canvas
element, o ine storage,
document editing, and media
playback.
303.
304.
305.
306. CANVAS
The canvas element allows
designers and developers to
essentially draw content
within your HTML page. The
canvas HTML tag defines a
custom drawing area within
your content that you can
then access as a JavaScript
object and draw upon.
307.
308. OFFLINE DATA
Also part of HTML5 and
supported by WebKit and the
iPhone is the ability to create
client-side data storage
systems, which essentially
allow you to create web
applications that work when
o ine.
311. CSS2
The iPhone has excellent
CSS2 support for a mobile
browser. In fact, the iPhone
might render CSS a bit better
than the desktop web
browser you’re using these
days.
312.
313. CSS3
The iPhone supports the
majority of the CSS3
specification, allowing us to
create visually stunning and
bandwidth-friendly designs
using minimal amounts of
code.
327. RAWK
Be in the App Store.
Charge money for your app.
Be in full control of your app.
Be able to define the design
how ever you want.
Spend less making your app.
Increase your profitability.
Support multiple devices.
331. Tomorrow
Tomorrow’s innovations will not
only involve mobile technology,
but they will come from the mobile
investments that are made today.
This won’t be because of the iPhone
or Android phones,
operators, or the big
device makers, but
because of people.
332. 1985
The Web is supposed to bring us
together, but people feel more
isolated than ever.
In a survey conducted in 1985,
respondents said that they had at
least three close friends
they felt they could
talk to about
important issues.
333. 2006
In 2006, a Duke University study
found that the number of friends
people felt they could talk to was
down to two people.
25 percent stated they had no
close friends at all.
334. Mobile technology by its
Go nature is designed to
Mobile! facilitate interaction
between people.
It is portable, personal,
and ubiquitously
connected.
It enables us to not just to
communicate in real time,
but to collaborate.
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337. IN 100 YEARS
We need a new Industrial
Revolution that will define the
stepping stones for the next
hundred years.
We need a deep examination of the
impact that the Information
Age will have on real
people for generations
to come.
339. MOBILE IS...
...the introduction to the larger concepts of how
to address the user’s context in a multi-device
environment
...how to deal with data portability
...about making content accessible to all people,
regardless of location, education,
or ability
...how to leverage the mobile
web, the social web, the
desktop web, desktop
software, and other
emerging technologies
to the benefit of your users.
342. THANK YOU
My name is Brian Fling and I’m a Mobile Designer
twitter.com/fling
company: pinchzoom.com
blog: flingmedia.com
Fonts used: Archer & Avenir
Illustrations by Simon Oxley (www.idokungfoo.com)