Smartphone, e-readers and tablets have dramatically changed the way we access content and digital services today. Designing the user experience means re-thinking the traditional paradigms in use for the web and considering a broader picture where the experience is pervasive, multi-channel and cross-device. What is fundamental, is optimizing the user experience by designing the interaction through different contexts, functionality and mobile platforms, simply translating the desktop interface is not enough. Rethinking the business logic of a service centered around the user, is the first step to designing a complex multi-channel experience. Combining design methodology with agile development is the next step in bringing a successful product or service to market.

1. User Experience
& Mobile innovation
Strategy
Antonio
De
Pasquale
Senior Interaction Designer at frog
@myinteraction

2. My name is Antonio De Pasquale
I'm a Senior Interaction Designer at frog Milan
A little about me
I'm specialized in digital interfaces & user experience
I'm passionate about the "aesthetics" of movement
I'm from Sicily and I love the sea.
@myinteraction

3. User Experience
& Mobile Innovation
Strategy
1
2
3
Introduction
User Experience
Mobile Innovation
Mobile Frontier 2014 - Milano

4. Yesterday
N95, the top level smartphone of 2007
Mobile Frontier 2014 - Milano

5. Yesterday
Fix Grid, N95, Flash, Netbook, Desktop, no Cloud software
Mobile Frontier 2014 - Milano

6. N95 first release to the market in Italy:
March 2007 - 700€

7. Today
Smartphones are a commodity. iOs, Android are mainstream,
but new technologies are just around the corner
Mobile Frontier 2014 - Milano

8. Today
Mobile Frontier 2014 - Milano

9. Amazon Kindle Fire HD
150€

10. A complex scenario
All this different devices are part of our daily routine
and all the experiences are shared across multiple touchpoints
8:00
Mobile Frontier 2014 - Milano
12:00
16:00
20:00
* Cross Channel Matrix

11. A complex scenario
It's not about the single devices.
It's about the overall journey.
8:00
12:00
16:00
20:00
Scenario A
Scenario B
Scenario C
Mobile Frontier 2014 - Milano
* Cross Channel Matrix

12. Customer Journey Map
Innovation is about connetting the dots of the user customer journey,
creating a smooth experience across products and services.
Discover
+
+
WIP
Share
Play
Time
+
+
Check
Mobile Frontier 2014 - Milano

13. What is the User Experience?
User Experience encompasses all aspects of the end-user's
interaction with the company, its services, and its products.

14. UX Design
is a collection
of multiple disciplines
Mobile Frontier 2014 - Milano

15. The UX Design process
Agile metodology needs a different design workflow
Review
Research
Concept
Sketch
Prototype
Wireframe
1. Concept ideation
Mobile Frontier 2014 - Milano
User test
Develop
Visual
2. Design realization
3.Go to Market
Deploy

16. DESIGN MOBILE
USER EXPERIENCE
Mobile Frontier 2014 - Milano

17. Born Digital
The next generation of users is upon us. Their context is
touch, mobility and speed. Reaching them requires
intuitive design. For better or worse, they are mobile first.
JOHN
FOX,
2012
Mobile Frontier 2014 - Milano

18. From Desktop to Mobile
Moving from Desktop paradigm to mobile devices is not just shrinking the UI,
it is about re-thinking the UX for a different context.
Mobile Frontier 2014 - Milano

19. Mobile first
As new devices come into the market, a mobile first approach to design
and development will be pivotal to your creating a successful product or brand.
Mobile Frontier 2014 - Milano

20. The Role of Context
A mobile device can be used at anytime, anywhere.
The mobile context is about the environment and circumstances of usage.
David Crow, Context of Mobile Interaction
Mobile Frontier 2014 - Milano
http://www.flickr.com/photos/davidcrow/1224270527/

21. Understanding the User needs
The piece we often overlook is the pleasure. It’s at the core of culinary arts, but
we find it far too infrequently in the web apps and websites we use daily.
UX
missing
pleasurable
usable
reliable
functional
Stephen P. Anderson, Seductive Interaction Design
http://www.slideshare.net/stephenpa/seductive-interactions-idea-09-version
Mobile Frontier 2014 - Milano

22. The Ecosystems of screens
Delivery a cross channel ux it's a complex challenge.
It's not about the UI, it's about the experience across the multiscreen world.
Mobile Frontier 2014 - Milano
* Precious Studio, Patterns for multiscreen strategy

23. It's more than a screen
A sensor for adaptive systems is any technology that allows a device
to understand and evaluate different contexts.
Light
Proximity
Cameras
Accelerometer
Microphones
Magnetometer
Touchscreen
Gyroscope
GPS
Pressure
Wi-Fi / Cellular
Temperature
NFC
Humidity
Bluetooth
Biometric
Mobile Frontier 2014 - Milano

24. A shape-shifting future
The evolution of technology is changing the boundaries of design.
What is the shape of analog experiences when they become digital?
Seamless experience
Mobile Frontier 2014 - Milano

25. MOBILE INNOVATION
STRATEGY
Mobile Frontier 2014 - Milano

26. Disruptive innovation
Don't worry about what anybody else is going to do.
The best way to predict the future is to invent it.
ALAN
KAY,
1971
Mobile Frontier 2014 - Milano

27. Mobile is changing markets
Trasportation
Automotive
Retail
Healt-Care
Financial
News-Media
Mobile Frontier 2014 - Milano

28. Transportation
Uber / Hailo
Mobile Frontier 2014 - Milano

29. Transportation
Enjoy / Car2Go / Drive now
Mobile Frontier 2014 - Milano

30. News & Media
Facebook Paper / Feedly
Mobile Frontier 2014 - Milano

31. News & Media
Sky Go / Netflix
Mobile Frontier 2014 - Milano

32. Retail
iBeacon / Tod / Gimbal Qualcomm
Mobile Frontier 2014 - Milano

33. Automotive
Audi Concept / Nissan Leaf
Mobile Frontier 2014 - Milano

34. Healthcare
t-Slim Smart Pump / Misfit / Sway
Mobile Frontier 2014 - Milano

35. Healthcare
Rebook Checklight / OMSignal / Adidas MyCoach
Mobile Frontier 2014 - Milano

36. Financial
Square / Google Wallet / Coin
Mobile Frontier 2014 - Milano

37. Financial
Paypal Beacon / BitCoin Atm / Disney Bracelet
Mobile Frontier 2014 - Milano

38. What is changed?
Service design is the next important field of competition. Each of these learning
curves represents a new field of competition, a new strategy for differentiation.
Hugh Duberly, Learning Curves for Design
Mobile Frontier 2014 - Milano
http://www.dubberly.com/articles/learning-curves-for-design.html

39. Why do we need
Innovation Strategy?
Environment
People
Offering
Time
Future
Present
Past
Hugh Duberly, Learning Curves for Design
Mobile Frontier 2014 - Milano
http://www.dubberly.com/articles/learning-curves-for-design.html

40. This company no longer exists!
Big Bang Disruptions throw many enterprises out of business.
Enterprises need to have a strategy to face these disruptive innovations.
Mobile Frontier 2014 - Milano

41. The value of Design Strategy
It acts in the crossroads of design, research insight and business strategy, where design methods
are used to generate strategies as well as tactics for planning , implementation and business.
Process Innovation
& PM
TECHNOLOGY
BUSINESS
Experience
innovation
Design & Interaction
Functional Innovation
HUMAN VALUES
Strategy
Emotional Innovation
Hugh Duberly, Learning Curves for Design
Mobile Frontier 2014 - Milano
http://www.dubberly.com/articles/learning-curves-for-design.html

42. Future
Innovate or Die.
TOM
PETERS
Mobile Frontier 2014 - Milano

43. FURTHER READING

44. User Experience & Mobile Innovation Strategy
This is Service Design Thinking.
Marc Stickdorn & Jakob Schneider, 2012
Mobile Frontier 2014 - Milano
The Mobile Frontier
Rachel Hinman, 2012

45. User Experience & Mobile Innovation Strategy
Articles & Insights
Design principles
Innovation design
Case study
The
DefiniKon
of
User
Experience
InnovaKon
X
Trasnporta)on
Uber
/
Hailo
http://www.innovationxbook.com/
https://www.uber.com/
https://hailocab.com/london
http://www.nngroup.com/articles/
definition-user-experience/f
The
Intricate
Anatomy
of
User
Experience
Design
http://www.fastcodesign.com/1671735/
infographic-the-intricate-anatomy-of-uxdesign
Sketching
the
User
Experience
Design
Driven
InnovaKon
e
collaboraKve
innovaKon:
sfide
e
opportunita'
http://www.mi.camcom.it/upload/file/
1491/745967/FILENAME/VergantiHarvard-Final-Report.pdf
DisrupKve
thinking
http://www.disruptive-thinking.com/
http://www.slideshare.net/
antoniodepasquale/sketching-the-userexperience
Enjoy
/
Car2Go
/
Drive
Now
http://enjoy.eni.com/
https://www.car2go.com/en/austin/
https://de.drive-now.com/
Retail
iBeacon
/
Tod
/
Qualcomm
http://buyibeacons.com/
http://todhq.com/
https://www.gimbal.com/
News
&
Media
Facebook
paper
/
Feedly
https://www.facebook.com/paper
http://feedly.com/index.html
SkyGo
/
NeBlix
http://skygo.sky.it/index.shtml
https://www.netflix.com/global
Automo)ve
Audi
concept
/
Nissan
Leaf
http://www.youtube.com/watch?v=wlYeQrFXZ4
http://www.nissanusa.com/innovations/
carwings.article.html
Mobile Frontier 2014 - Milano
Healtcare
Rebook
Checklight
/
OMSignal
/
MyCouch
http://shop.reebok.com/us/content/
CheckLight
http://www.omsignal.com/
http://micoach.adidas.com/it/
t-­‐Slim
Pump
/
Misfit
/
Sway
http://www.tandemdiabetes.com/Products/tslim-Insulin-Pump/
http://www.misfitwearables.com/
http://swaymedical.com/
Financial
Square
/
G.
Wallet
/
Coin
https://squareup.com/
http://www.google.com/wallet/
https://onlycoin.com/
Paypal
Beacon
/
BitCoin
ATM
/
Disney
Bracelet
https://www.paypal.com/us/webapps/mpp/
beacon
https://bitcoinatm.com/
https://disneyworld.disney.go.com/plan/mydisney-experience/bands-cards/

46. Thanks!
@myinteraction
to continue the discussion!
Mobile Frontier 2014 - Milano