The mobile ecosystem
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The document discusses the significance of mobile technology as the 7th mass medium, highlighting its unique benefits such as being personal, always-on, and context-aware. It emphasizes the importance of understanding user context in mobile app design, detailing different types of context and offering strategic development tips. Key rules include defining user goals based on their context, prioritizing simplicity, and ensuring apps meet real user needs.
The mobile ecosystem
- 1. Gran Sasso Science Institute Ivano Malavolta The mobile ecosystem
- 2. Mobile as the 7th mass medium Designing for context Key mobile development strategies Types of mobile applications Tips for the project Roadmap
- 3. Mobile is the 7th mass media 1. Printing press 2. Recordings 3. Cinema 4. Radio 5. Television 6. Internet
- 4. Mobile is the 7th mass media 7. Mobile it started at the same time as the Web it can do EVERYTHING all the other media can do UNIQUE TRAIT • Reading (and publishing) • Play recordings • Watch movies • Listen to radio • Watch TV (and streaming) • Surf the Internet
- 5. Unique benefits of Mobile Apart from covering all the other media, mobile has five unique benefits First truly personal mass media First always-on mass media First always-carried mass media Built-in payment channel At the point of creative impulse We don’t share our phones with our friends Information is always available 24/7, even when idle 7 out of 10 people sleep with their phones within reach Universal click-to-buy + credit cards Ability to create or consume content whenever the mood strikes
- 6. Context CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT CONTEXT Mobile apps have the amazing capability to add CONTEXT to information, adding immediate relevance to what we are doing right here, right now
- 7. Context with a big “C” VS context with a little “c” Two kinds of context
- 8. The app works in a specific context depending on the current location of the user The app gives Context by providing additional info http://bit.ly/wXGpNA Context VS context by example
- 9. who is here? where I am Context context VS Context answers users’ questions context is a fact VS https://foursquare.com Context VS context by example
- 10. How users will derive value from something they are currently doing For example: • info on restaurants • rate places • GPS navigator http://www.oink.com Context with a big “C”
- 11. The information provided by the app gives Context A better understanding of what this moment in time means to the user Recurrent targets: people, places, things, situations, ideas Context with a big “C”
- 12. The mode, medium and environment in which we perform our tasks There are 3 different types of context: 1. Physical context 2. Media context 3. Modal context context with a little “c”
- 13. Physical context where I am http://bit.ly/wXGpNA http://bit.ly/yoBk7d context with a little “c”
- 14. Physical context in which environment I am • at home • on a bus • in the streets • in my office • in a shop car VS train http://www.textndrive.com http://www.whatsapp.com context with a little “c”
- 15. Media context the device I am using • Connectivity • Screen size • Camera • etc … http://www.facebook.com context with a little “c”
- 16. Modal context my present state of mind what I am doing right now How I feel right now http://www.runens.com http://photostatsapp.com/ http://babypad.mezmedia.com context with a little “c”
- 17. user Developer (you) I only care about… I only care about… Context context …again on “big C” VS “little c”
- 18. If you can unlock the state of mind of your users and start thinking in their context, understanding how a mobile experience will add value to their lives, you will have the ever-elusive… KILLER APP The Mobile golden rule
- 19. Think of your app in its context • Who is your user? Business man, teenager, mum… • What is happening? Are they hanging out with friends? • When will he interact? @home? @work? waiting for the bus? • Where is he? Public/private space, inside/outside, day/ night • Why will he use your app? How do you give Context? • How is he using his mobile device? Is the device held in the hand? Portrait or landscape? How can you apply the golden rule?
- 24. Mobile as the 7th mass medium Designing for context Key mobile development rules Types of mobile applications Tips for the project Roadmap
- 25. Rule #1 • Defining the users’ context is the first thing to do - without it, you don’t have a mobile strategy, you have only a plan of action • Uncover the users’ goals - and then try and understand how the users’ context alters their goals • With goals understood, figure out the tasks the users want to perform • Look for ways to filter content by context - for example: location, media, and mode Focus on context, goals and needs
- 26. Rule #2 • Avoid talking about constraints at an early-stage brainstorming session • There will always be constraints in mobile, accept it! • Focus on strategy first, what the user needs, and lay down the features - Then, if the constraints become an issue, fall back to the user goals Constraints never come first
- 27. Rule #3 People want to use mobile devices in a simple way • Simplicity à fewer technical problems • Easier to iterate and evolve your app • Don’t try to create a desktop software on a mobile Adding feature after feature is an easy trap to fall in Keep it simple
- 28. Mobile as the 7th mass medium Designing for context Key mobile development strategies Types of mobile applications Tips for the project Roadmap
- 29. Applications can be presented in different ways es. task-based utility, immersive experience, etc… Typically, it is best to choose one app context and present it to the user à don’t mix app contexts! TIP: if you really need to switch context within your app, let the user choose when to switch Types of mobile apps
- 30. Mobile apps can provide different experiences to the user Utility Locale Informative Productivity Immersive Types of mobile apps
- 31. • short, task-based scenarios • minimal information from the user • minimal design ex. calculator alarm clock weather forecast Utility
- 32. • it provides info about “what’s around” • recurrent feature: a map on which data is displayed • goal of the user: to find additional info about his present location ex. find friends around find pubs around get route directions https://foursquare.com Locale
- 33. • Goal: to provide information to the user • Task of the user: to read and understand • not necessarily to interact • remember that user tasks are short and can be interrupted ex. news online directory mobile commerce https://www.pinterest.com Informative
- 34. • Meant to increase user’s sense of efficiency • Users have a clear goal in mind • Very structured (with folders) – it gives a sense of order • Clear workflow ex. mail, scanning, todo lists… TIP: focus on the main task only, and only after start adding other features http://www.thegrizzlylabs.com/genius-scan Productivity
- 35. • immersive, full-screen app • meant to consume the user’s focus ex. games media players entertainment TIP: you can use it as alternative to other app contexts http://www.rockstargames.com/grandtheftauto3 Immersive
- 36. Summary
- 37. Mobile as the 7th mass medium Designing for context Key mobile development strategies Types of mobile applications Tips for the project Roadmap
- 38. There is no “perfect app”, you have to find the sweet spot User Goals your APP development or configuration, maintainability, and reliability costs, revenue, market share, and time to market usability Tips for the project
- 39. 1. Find a REAL NEED first 2. Find your GOAL to fill the need 3. Reverse engineer the goal into a potential app 4. Remember the unique benefits of mobile 5. CONTEXT CONTEXT CONTEXT • Location, camera, always-carried, accelerometer • WHO is your typical user???? Define usage scenarios Tips for the project
- 40. This is my checkbox when I review an app: ü Does it have a clear goal? ü Is it filling a real need? ü Does it consider the context in which I’m using it? ü Is it a pleasure to use it? I look at UI design, interface slickness, ecc. Tips for the project