Mobile Equation

SxSW 2013

Mobile Equation

User journey Application design: control Responsive design: reach

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A story

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Strategic constraint

Application Design

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Application Design

An application is so-called because it is software with a specific application to the user.

•In a well-designed application, the environment, device, and interface serve a central purpose.

•The central purpose of a search engine (web app) is to fetch relevant content. A well-designed website is rich with valuable content.•The central purpose of a browser (system app) is to render web content. A well-designed website makes this content accessible through good architecture, interface, and interactions.

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Device Usage

Device Common Uses Where

Smart phone(49.7% US adoption)

• Checking-upChecking weather, Facebook notifications, email inbox, and other sources of regularly changing information

• Looking upQuickly finding a fact, location, phone number, photo, etc.

• MessagingWriting texts, posts, and short emails

• Self-amusementGaming, reading books and news, listening to music, browsing photos, reading social network feeds

• UtilityUsing tools such as camera, voice recorder, flashlight, guitar tuner, leveler, calendar, pedometer, etc.

Everywhere

Tablet(31% US adoption)

• Active media consumptionFollowing along to how-to’s and recipes, playing games, social networking

• Passive media consumptionWatching movies and TV shows, reading digital publications, window shopping, surfing the web

Home

PC • Home computer usage overlaps with tablet• Office computer used for productivity

Workplace

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Of the various activities people do with their

smart phones, shopping is the most emotional.

Of the various activities people do with their

smart phones, shopping is the most emotional.

Most in-aisle shoppers use the mobile web instead of shopping

apps.

Most in-aisle shoppers use the mobile web instead of shopping

apps.

Source: Yahoo! Mobile Modes Whitepaper, 2011

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It’s just good design

Responsive design

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Source: bradfrostweb.com © Bazaarvoice Inc, 201312

Source: gabardine.com © Bazaarvoice Inc, 201313

It’s just good design

Prioritization Continuity Performance Cool factor

Source: gabardine.com © Bazaarvoice Inc, 2013

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Dave Yeats, Ph. D UX Research

A. Litsa, Mobile Experience Designer

mobile.bazaarvoice.com16

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@ DaveYeats

@A_Litsa