Mobile web or native app
- 1. Mobile web or native app? Mike Takahashi Associate Director, Digital UCLA Marketing & Special Events Twitter: @takadesigns
- 2. It depends
- 3. What’s the difference? What is your product or service? Who is your audience? What are your resources and budget?
- 4. Native Apps Specifically designed to run on a device’s operating system. • Device feature integration • Tailor user experience • Performance • Monetization • Push capabilities • Multiple platform development • Multiple skills needed
- 5. Mobile Web Uses HTML5, JavaScript, CSS and runs in a devices browser • No download required • Device agnostic • Same base code can be used to support any device • Lower cost • Reach a higher audience
- 6. Wait, there’s one more…
- 7. Hybrid HTML5 + JavaScript with a wrapper that gives it native capabilities. • Access native features • Content is loaded via browser • Better performance • Multiple platform development • Multiple skills needed
- 8. PhoneGap An open source framework that allows you to access native APIs for iPhone, Android, BlackBerry, Windows Phone 7 + more Capture photo: • Accelerometer function capturePhoto() { • Camera navigator.camera.getPicture(onPhotoDataSuccess, onFail, { quality: 50 }); • Compass } • Contacts ... • Geolocation <button onclick="capturePhoto();">Capture Photo</button> • Notifications • And much more…
- 9. Appcelerator Recompiles HTML + JavaScript into native code for each device • Completely native app HTML • Faster development cycle + Native App • Leverage existing skills JavaScript (HTML, CSS, JavaScript) • Cross platform efficiency • Known to have optimization issues
- 10. What is your product or service? Who is your target audience? • Functionality and feature set? • Device capability needs? • Online or offline? • Audience reach? • What content will you be delivering?
- 11. Resources and budget ”When we update the Facebook product we have to update about seven different versions… It's becoming a real engineering challenge for us, as well as other technology companies. The end goal is that we'll be able to develop one version of Facebook for mobile devices, that runs on all different kinds of mobile phones. That's really where our focus is now.” -Bret Taylor, Facebook CTO
- 12. UCLA mobile Based on the UCLA Mobile Web Framework. • Single set of base code • Progressive enhancement • Works with any language: PHP, .NET, Java, Python • Device agnostic • Implemented across University of California system: Berkeley, San Diego, San Francisco
- 13. UCLA mobile <head> … <link rel="stylesheet" href=http://ucla.edu/mobile/assets/css.php” type="text/css" media="screen" /> <script type="application/javascript" src="http://m.ucla.edu/assets/js.php"></script> … </head> <body class="blue-on-white"> <h1 id="header"> <a href="http://m.ucla.edu/demo"> <img src="http:/ucla.edu/mobile/assets/img/ucla-logo.png" alt="UCLA" width="75" height="35" /></a> <img id="logo" src="images/m.happenings-logo.jpg" alt="Happenings" width="200" height="35" /> </h1> … <div class="menu-full menu-detailed menu-padded"> <ol> <h1 class="light menu-first">Thursday, June 17, 2010</h1> <li><a href="/all/30days/event/27871">Cancer Center Research Seminar <br /><span class="smallprint">12:00 pm, Health Sciences (CHS) - Room 73-105</span></a></li> … </ol> </div> …
- 15. What’s next?
- 16. Mobile First Prioritize mobile context first when creating user experience and focus on core content and functionality Walgreens website • 5 links on the homepage account for 59% of traffic: Photos, Search, Prescriptions, Pharmacy link & Store locator • These 5 links only take up 3.8% of the homepage.
- 17. Responsive Design 1.0 Serves same HTML content and assets for every device and then scales via CSS using media queries.
- 18. Responsive Design 2.0 Dynamically loads HTML content and assets based on screen size and features. • Targets device features and not actual device • Responsive images are loaded dynamically and not scaled.