Mobile interaction models, beyond the app
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The document discusses effective mobile interaction models, emphasizing the importance of user engagement and simplicity in app design. It advocates for understanding user needs and creating solutions that prioritize functionality and context over complexity. Additionally, it highlights the significance of content, user-generated input, and adaptable monetization strategies like in-app purchases to ensure long-term success in a saturated market.
Mobile interaction models, beyond the app
- 1. Mobile Interaction models, beyond the appKoen DelvauxMobile Vikings
- 2. This presentation is only aimed at the lesser godsIf you’re one of the big STARS, walk away now. We need you to conquer the world for us.For the rest of us: let’s see how we can realistically tackle mobile apps
- 4. Mobile ApplicationsThink “cupcake”not “wedding cake”(cc Adaptive Path)“Less is more”“Less is more”
- 5. Mobile usage modelsLimited interaction time(30 seconds)Fun factor is more important than productivityStaying in touchNo rational value perceptionPersonalization is importantMore lean-back than forward (constant change of context)
- 6. Mobile internet is:notabout the webnotabout the devicenotaboutapplicationsIt’s about servicesThatlive in the netAre availableonmultiple devicesCaninteract to becomebetterIt’s about services
- 7. LTAP = Location TimeActivity ProfileInteract in a given context
- 10. Example:Freshbooks(invoicing SaaS website)Application only does 1 thing:TimetrackingVery simple, start/stop buttonsI don’t need more on my mobileI don’t want more complexity
- 11. What will you (not) make?
- 12. So, you have a great idea for an app Nobody cares
- 13. Are we supposed to install anapp foreach FMCG company?(the internet doesn’t work this way)
- 14. Obviously not whatusers want
- 15. Follow your target audienceWhat do they want to do?How can you help them?What is their idea of a nice mobile app?“ I don’t want the Pizza Hut finder app. Just show it to me in Google Maps”
- 17. App or web?It depends
- 19. Yes, ride the app train (for now)Be smartMake the right platform choice (choose appstore)NOT technology based: look at your usersMake sure you’re in it for the long run (updates)ConsiderCross platform environments are emerging(e.g. Titanium Mobile)At least have a decent mobile website
- 20. Alternative for platform choiceWrite once,compile many times,(test many times)run on several platforms(with native UI elements)
- 21. Don’t write offwidget platforms
- 22. Although the promise is overdue…
- 23. … the model still remains validwww.gloweme.com by Citylive, 2007-2008 (now: used in South-Africa)
- 25. WRONG
- 26. Alternative process, step 1Start with paper“Draw” your application (on a pic of a mobile)Show it to potential usersUser talks whilst he is looking,says what he is trying to doYou flip to the next page when the user “clicks”
- 27. Alternative process, step 2Walk out in the streetAsk people to take a lookDon’t show them, but give them the deviceCreate a mockup on a device
- 28. Alternative process, step 3Give it to usersLet them guess what it doesLet them suggest what they want it to doTake notes, this will beyour requirement specCreate a working prototype
- 29. Good example: TransistoriPhone radio app byThomas Byttebier(read his story on his blog)
- 30. Content
- 31. Content is kingUser generated Content is kingCreate a viral videoMaybe we can make a ringtone or logo of our company and give that to usersOr wait, let’s put the history of our company in our app(yes, with pics!)On mobile, only 2things really count:Share
- 32. CreateMoney
- 33. What will users pay for?Don’t expect people to keep paying €3 per appSaturation = price erosionRemember shareware?Dominant model will be in-app paymentAllows for continuous up-sellingCustomer lifecycle value instead of a quick saleVirtual currencies will also be strongTry to play in someone’s virtual currency world
- 34. Paypal leads the way(now also available in Belgium)
- 35. Beyond the app
- 36. Are you sure you’re an app?Better be the necklace on the starThan a bad copy that nobody cares aboutthis one isgettingattention
- 37. How to be a necklace on a star?Integrate contentCreate an APIThe good old “mashup”Alternative interface on a serviceFlip page to see some examples
- 38. No app.They just made their bicycle tracks availablein Layar (=AR platform)
- 39. OK, this is an app(public transport in Brussels)Started by @emich without consent of the transportation company by screenscraping data.When they saw what was possible, an agreement was made and they opened up their database.Good move from MIVB!
- 40. It’s an app.But you can’t start itIt doesn’t have it’s own menu items or UI.It’s a plug-in for the camera application
- 41. BTW, this same app also does a nice“mashup” by directly publishingthe uploaded photo url to Twitter.
- 42. Even smarter.Nike didn’t do anything.Since their data is availablethrough a REST API,other users can make appsfor Nike+The more apps, the more exposure for Nike.
- 43. With Mobile Vikings, we did the same thing.All user data is available through a (secured) APIHere is a home screen widget displaying credit
- 44. Call history is available. We did none of this, it’s all made by our users (they’re great!)
- 45. Voice call details. Learned us the importance of API throttling and controlled caching. We’re considering moving authentication to OAuth
- 46. Users already created apps for iPhone, Android, Samsung Widgets, Windows Mobile, Vista Sidebar gadgets and alternative web interfaces.BTW, this logo is also available on our website as an EPS file, so everyone has good quality artwork.
- 47. SummarycontextThink of the context users will interact inMake sure what you do matters for your usersApps are not always needed. Other models can be more successful (unless you’re a star)Keep an eye on multi-platform possibilitiesNever start with a spec, always start with paperSharing and creating need to be at center stageGo for in-app money (virtual or real)matters for your users(unless you’re a star)multi-platformstart with paperSharingcreatingin-app money