2006 Adobe Systems Incorporated. All Rights Reserved.

Engaging mobile experiences

Matt Millar

2006 Adobe Systems Incorporated. All Rights Reserved.

The State of Mobile Experiences

Mobile devices have evolved from

merely functional tools.

They have become our constant

companions. We rely on them to stay

in touch, guide our activities, and

entertain us.

2006 Adobe Systems Incorporated. All Rights Reserved.

Facebook

& MySpace

2006 Adobe Systems Incorporated. All Rights Reserved.

MySpace

Flash Experience

2006 Adobe Systems Incorporated. All Rights Reserved.

Mobile Experiences todayCo

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t Cont

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Consumer Consum

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Consumer

Consumer

Consumer

Consumer

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Mobile Operator

Mobile technology today is a bottleneck preventing the world of content reaching the world of

consumers

2006 Adobe Systems Incorporated. All Rights Reserved.

Mobile Experiences TodayCo

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Consumer Consum

erConsum

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Consumer

Consumer

Consumer

Consumer

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Mobile Operator

2006 Adobe Systems Incorporated. All Rights Reserved.

Mobile Experiences TomorrowCo

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Consumer Consum

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Mobile Operator

Rich Content

$$$$

2006 Adobe Systems Incorporated. All Rights Reserved.

Elephant in the room

77% of iPhone

owners said they were

“Very Satisfied”

with their device.

The ChangeWave

survey asked consumers

how satisfied they were with their current

phone, and found the iPhone

registering the

highest satisfaction levels of any device.

2006 Adobe Systems Incorporated. All Rights Reserved.

Experience matters

Engaging mobile experiences put

the user experience first.

They build a powerful affinity with

the user. They promise experiences

that are expressive, memorable, and

much more desirable.

2006 Adobe Systems Incorporated. All Rights Reserved.

The mobile user

Mobile users are constantly on the

move, often multitasking, and

interacting in very social situations.

Their attention is the most valuable

commodity and seducing them to

stay connected is the ultimate goal.

2006 Adobe Systems Incorporated. All Rights Reserved.

Mobile Persuasion

Principles for creating

engaging mobile experiences.

The Mobile Context is Relevant

Capture and Guide Users

Differentiation is a Feature

2006 Adobe Systems Incorporated. All Rights Reserved.

Mobile context is relevant

Mobile experiences should not only

be smaller, they should be smarter.

They must offer experiences that

are appropriate for mobile.

Focus on the user’s mobility

Fitting

Get a toolbox

2006 Adobe Systems Incorporated. All Rights Reserved.

Fitting

Mobile experiences are valuable

when they are straightforward and

clearly represent their purpose.

The presentation as a whole should

be glance-able –

designed to be read

and understood quickly.

2006 Adobe Systems Incorporated. All Rights Reserved.

Google WAP

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Google Maps

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Capture and Guide the user

Users are subject to countless

distractions and disadvantages.

Recognize the barriers and address

them directly.

Establish clear focus, direction and emphasis

Maintain context

Preview and deliver

2006 Adobe Systems Incorporated. All Rights Reserved.

Establish Clear Focus, Direction and Emphasis

User focus should be implemented

in a simple, clear and consistent way

across interfaces.

Actions should be intuitive and

natural. Users shouldn’t have to

think hard about what options are

available to them.

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Yahoo! Mobile web

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Yahoo! Go

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Differentiation is a feature

Engaging mobile experiences are

ones that stand out from the crowd;

they should make us stand out

from the crowd.

Stylize

Demonstrate brand

Deep customization

Thrill

Fresh and dynamic

2006 Adobe Systems Incorporated. All Rights Reserved.

Demonstrate Brand

Mobile users are ready and willing to

engage with their favourite brands on

their phones.

Mobile experiences that can

faithfully represent brands will be

more engaging for users who are

hungry for authentic experiences.

2006 Adobe Systems Incorporated. All Rights Reserved.

Facebook

iPhone

2006 Adobe Systems Incorporated. All Rights Reserved.

MySpace

Flash

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Fresh and Dynamic

The mobile user's attention span is a

fragile commodity, easily lost if not

stimulated.

Mobile content must make use of

rich media, video, audio, high-

!delity

graphics and animation to

captivate, excite and entertain.

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Living World Profiles

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Living World Seasons

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Living World Travel

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The Mobile Feast

The mobile marketplace is waging a

battle for our attention.

The providers who will come out on

top will be the ones who are the

most persuasive. However, the real

winners will be the mobile users.

2006 Adobe Systems Incorporated. All Rights Reserved.

The challenge

Are your experiences engaging?

Expressive

Memorable

Desirable