Slides from my talk at Reasons:London on the 20th of Feb where I talked about 10 things you need to know about mobile. http://reasons.to/

1. www.flickr.com/photos/alexnormand/5992512756
@annadahlstrom | Reasons:London, 20 February 2015
BEYOND THE
MENU
WHAT YOU NEED TO KNOW ABOUT DESIGNING FOR MULTIPLE DEVICES
hamburger

2. What
about Wall•E?
www.robotshop.com/blog/where-is-wall-e-1391

3. “ Design for everyone and you design for no-one”
https://www.flickr.com/photos/coofdy/12245978213/in/photostream/

4. https://www.flickr.com/photos/fotobib/13759982694
With mobile the
impossible has become possible

5. www.flickr.com/photos/exlibris/2552107635
“ A third of all smartphone users in the U.K.
—or 11 million adults—check their phone
within five minutes of waking. ”
- Source: WSJ

6. https://www.flickr.com/photos/bfishadow/4604166391
“ Just a giant iPhone. ”

7. 1.
Move away from mobile

8. mobile. mobile. mobile. mobile. mobile. mobile.
mobile. mobile. mobile. mobile. mobile. mobile.
mobile. mobile. mobile. mobile. mobile. mobile.
mobile. mobile. mobile. mobile. mobile. mobile.
mobile. mobile. mobile. mobile. mobile. mobile.
mobile. mobile. mobile. mobile. mobile. mobile.
mobile. mobile. mobile. mobile. mobile. mobile.
mobile. mobile. mobile. mobile. mobile. mobile.
mobile. mobile. mobile. mobile. mobile. mobile.
mobile. mobile. mobile. mobile. mobile. mobile.

9. www.flickr.com/photos/alexnormand/5992512756
It’s amazing!!!

10. www.flickr.com/photos/alexnormand/5992512756
Yes, it really is. But…

11. https://www.flickr.com/photos/neontommy/9795979256
People think
of this

12. Source: Google Search result

13. Many of us own
multiple devices

14. Commute
Sequential usage
Morning Work
Simultaneous usage
+
Multi-tasking
+
Extending
+
Complementing
OR
“ 90% of users start a task on one device and then complete it on another. ”
- Source: Google

15. Source: Google Search result

16. 2.
It’s the same, but different

17. www.flickr.com/photos/patdavid/9391602153
“ Your mobile phone has more computing
power than the computers used for the Apollo
11 moon landing. ”
- Source: www.factslides.com/s-Mobile-Phones

18. Source: http://think.storage.googleapis.com/docs/how-advertisers-can-extend-their-relevance-with-search_research-studies.pdf

19. www.flickr.com/photos/pandiyan/4550066009
“ 7 out of 10 smartphone and tablet users
expect the same quality of experience on all
devices. ”
- Source: Vibrantmedia

20. https://www.flickr.com/photos/pavlinajane/11389693545
“ 88% of smartphone owners used their mobile
as part of their Christmas shopping last year. ”
- Source: Weve

21. Myth:
Mobile users are rushed & on the go
Image courtesy of Shutterstock

22. MobileSearchMoMentSUnderStandinghowMobiledriveSconverSionS
3of4mobilesearches
triggerfollow-upactions
Mobile searches drive valuable
outcomes for businesses
Actions triggered by mobile search
also happen very quickly
ofconversions(storevisit,
phonecallorpurchase)
happeningwithinanhour55%
On average, each mobile search triggers
nearly 2 follow-up actions
Product&shoppingsearcheshavea
highernumberofoutcomes
Number of follow-up actions per mobile search
Mobile search is always on, happening
on the go, at home and at work
ofmobilesearches
occurathomeor
work;17%onthego77%
2.082.523.56
Travel FoodAutoBeauty Tech
2.072.20
36%
Continued
Research
18%
Shared Information
17%
Made a Purchase
25%
Visited a Retailer’s
Website
17%
Visited a Store
7%
Called a Business
Mobile searches are strongly tied to specific contexts
Shopping queries are 2x more likelyto be in store
Source: http://www.thinkwithgoogle.com/infographics/creating-moments-that-matter-infographic.html

23. Source: http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/

24. Devices are
used interchangeably
www.flickr.com/photos/soyproject/6066959891

25. Users expect an equal & continuous
experience across each one
www.flickr.com/photos/joachim_s_mueller/7110473339

26. Each device is different.
Make the most of it

27. 3.
Everyone doesn’t have an iPhone

28. “ Smartphones accounted for 57.6% of total
sales in fourth quarter of 2013 ” *
- Source: Gartner
www.flickr.com/photos/aforgrave/6168689222

29. Source: https://econsultancy.com/blog/65393-10-revealing-mobile-stats-you-may-not-have-seen#i.m6lfr2bjxekusq

30. “ Android accounted for 85% of all smartphones
shipped in Q2 — its highest ever proportion ”
- Source: Tech Crunch
https://www.flickr.com/photos/jantik/4620819221/sizes/o/

31. Source: http://www.prnewswire.com/news-releases/strategy-analytics-android-captures-record-85-percent-share-of-global-smartphone-shipments-in-q2-2014-269301171.html

32. www.flickr.com/photos/gadl/3570118243
Every platform has their own
ui guidelines that their users are used to

33. 4.
There’s an app for that

34. “ The hottest app among
Silicon Valley early adopters
right now is Secret.
You use it to post anonymous
secrets. For the past two days
it's all anyone is talking about
on Twitter. ”
- Nicholas Carlson, Business Insider

35. “ The good news for Apple is
that it's available on iPhone.
The bad news for Apple is
that it's really hard to find
Secret through the App Store
app on your iPhone. ”
- Nicholas Carlson, Business Insider

36. Source - http://blog.appfigures.com/app-stores-growth-accelerates-in-2014/

37. Source - http://blog.appfigures.com/app-stores-growth-accelerates-in-2014/

38. 30hrs 15 mins / month
https://www.flickr.com/photos/alvy/12769050423

39. 26.8 apps / month
https://www.flickr.com/photos/alvy/12769050423

40. https://www.flickr.com/photos/alvy/12769050423
26.8 apps / month
30hrs 15 mins / month
More time spent, but not more apps used
+
=

41. 2. Entertainment
1. Search, portals & social
3. Communications

42. Source - http://blog.appfigures.com/app-stores-growth-accelerates-in-2014/

43. https://www.flickr.com/photos/alvy/12769050423
60% vs 54%
Money spent on apps
Tablet Smartphone
$19 vs $13
Average spend
$20 vs $20
Subscriptions

44. $19million
in refunds

45. www.flickr.com/photos/tomitapio/4053123799/in/photostream
Should I do an app?

46. www.flickr.com/photos/haagsuitburo/5349040355www.flickr.com/photos/haagsuitburo/5349040355 www.flickr.com/photos/soundslogical/4255801733
direct vs non-direct

47. www.flickr.com/photos/ericconstantineau/5618576278
Avoid native apps
Invest in the web UI

48. www.flickr.com/photos/dougbelshaw/4360008898
” Money spent developing a pretty but
limited iPhone app only benefits [...] the few,
but money spent on the website UI would have
benefitted everyone. ”
- Gary Marshall on ‘The app trap’ in .net Magazine

49. 5.
Bye, bye mouse monopoly

50. www.flickr.com/photos/ljrmike/7675757042 www.flickr.com/photos/jorgeq82/4732700819
Precise vs Imprecise

51. www.flickr.com/photos/jorgeq82/4732700819
Designed to be
held in one hand…

52. Source & images from UX Matters - www.uxmatters.com/mt/archives/2013/02/how-do-users-really-hold-mobile-devices.php
…and easy to
interact with

53. www.flickr.com/photos/intelfreepress/6837427202
www.flickr.com/photos/johnkarakatsanis/6902407334 www.flickr.com/photos/jorgeq82/4732700819
The way we use touch screens differ based
on device, but also across the same device
www.flickr.com/photos/janitors/9968676044

54. www.flickr.com/photos/66327170@N07/7296381856
“ New rule: every desktop design has to go
finger-friendly ”
- Josh Clark

55. https://www.flickr.com/photos/sidkid/2908468343
There’ll be a
move away from this

57. A day of
using voice

58. A day of
using voice

59. A day of
using voice

60. A day of
using voice

61. A day of
using voice

63. http://www.motorola.com/us/accessories-bluetooth-headsets/Moto-Hint/moto-hint-pdp.html

64. 6.
It’s about the individual

65. Screenshot: https://moto360.motorola.com/

66. Screenshot: https://moto360.motorola.com/
“ It’s a really tiny computer
strapped to your wrist ”
- Source: Mashable

67. Screenshot: http://www.apple.com/uk/

68. Integration

69. “ One third of Americans who already
own some sort of wrist-mounted device
stop wearing theirs after six months” ”
- Source: FastCompany
https://www.flickr.com/photos/djkeino/8667722768

70. Screenshot: http://www.withings.com/activite/en-US

71. Image from: https://blog.getpebble.com/

72. Image from http://www.techradar.com/news/wearables/lg-watch-urbane-announced-to-battle-with-the-apple-watch-1284796

73. Screenshot: http://www.apple.com/uk/
“ In order for any wearable to be
successful it has to disappear from the
foreground, and its utility in your life has
to far outweigh any small inconvenience. ”
- Source: Mashable

74. A talks to B talks to C
talks to D talks to …
… understands the user

75. Screenshot: http://www.withings.com/activite/en-US

76. 7.
Context + content = king

77. “ Neeej! Inte dela! ”
[Ta bort]
“ Argh! Did not
mean to do that ”
[Delete]
-

78. Selected by default.
Bad Swarm

79. Screenshot: https://ifttt.com/

80. https://www.flickr.com/photos/pure9/2603089643
“ They should demand our attention
only at truly demanding moments. ”
- Global Moxie,
Smart Watches, Wearables, and That Nasty Data Rash

81. Screenshot: http://www.apple.com/uk/

82. Borrowed from http://www.doblu.com/wp-content/uploads/2012/02/intime1537.jpg
From the ‘In Time’ movie

83. Borrowed from http://www.doblu.com/wp-content/uploads/2012/02/intime1537.jpg
From the ‘In Time’ movie

84. Screenshot from http://www.duceretech.com/

85. Screenshot from https://getpebble.com/#/CBirV0:pr8

86. Intelligent | Knows you

87. 8.
It’s like lego

88. “ And just as the first wave of desktop
apps ported to mobile were
underwhelming and replaced by mobile-
first applications, so will companies
quickly realize that it isn’t just a new
screen but a brand-new platform. ”
- Source: Techcrunch

89. www.flickr.com/photos/mirafoto/494444094
“ Get your content to go anywhere,
because it’s going to go everywhere. ”
- Brad Frost

90. Less about pages &
more about building blocks
www.flickr.com/photos/boltofblue/4418442567

91. www.flickr.com/photos/donsolo/2136923757/
Clever design
Clever team

92. device
browser
screen
input method
connection speed
Any
anytime
anywhereUsed

93. www.flickr.com/photos/visualpunch/7351572896
Adapt to device, platform,
purpose & usage

94. 9.
Go beyond the hamburger

95. Screenshot: https://lmjabreu.com/post/why-and-how-to-avoid-hamburger-menus/

96. Lower discoverability
Less efficient
Clash with platform navigation patterns
Not glanceable

98. Screenshot: https://twitter.com/beep/status/509027146950778881

99. Screenshot: https://developer.android.com/design/index.html

100. Screenshot: https://developer.android.com/design/index.html

101. 10.
It’s all about navigation

102. https://www.flickr.com/photos/neilsingapore/5465403730
What and where to click, tap, select, fill in,
do, go next, ignore, pay attention to…

103. www.flickr.com/photos/66327170@N07/7296381856
Best
buddies

104. Report: http://go.appannie.com/mobile-apps-blurring-lines-virtual-physical-worlds-register-ph.html?

105. 1. Don’t look at mobile too narrowly
2. Play to each device strength
3. Consider all platforms
4. Look at app rational
5. Cater for different input methods
6. Think about the individual
7. Context + content = king
8. Build a system of components
9. Evaluate design & navigations patterns
10. It’s all about navigation

106. So, what
about Wall•E?
www.robotshop.com/blog/where-is-wall-e-1391

107. www.robotshop.com/blog/where-is-wall-e-1391
We can design
specifically for Wall•E

108. www.flickr.com/photos/htakashi/9754012931
Help him get more out
of life (but without the cord)

109. - Wilson Minor
“We’re not just making pretty interfaces.
We’re actually in the process of making
an environment where we’ll spend most
of our time, for the rest of our lives.
We’re the designers. We’re the builders.
What do we want that environment to
feel like? What do we want to feel like.”
http://www.flickr.com/photos/funch/4679422945/

110. Thank you
@annadahlstrom | anna.dahlstrom@gmail.com
www.annadahlstrom.com