sevnthsin 2011 mima summit presentation
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MIMA SUMMIT 2011October 11, 2011
GOOD TOUCHBAD TOUCH the new world of mobilea Sevnthsin jam
1121 jackson st. ne #144 minneapolis mn, 55413 sevnthsin.com612.236.1746yo@sevnthsin.com@sevnthsin
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THE NON-LINEAR PROCESS
1121 jackson st. ne #144 minneapolis mn, 55413 sevnthsin.com612.236.1746yo@sevnthsin.com@sevnthsin
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STRATEGY DESIGN DEVELOPMENT
1121 jackson st. ne #144 minneapolis mn, 55413 sevnthsin.com612.236.1746yo@sevnthsin.com@sevnthsin
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STRATEGY DESIGN DEVELOPMENT
1121 jackson st. ne #144 minneapolis mn, 55413 sevnthsin.com612.236.1746yo@sevnthsin.com@sevnthsin
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STRATEGY
DESIGN
DEVELOPMENT
1121 jackson st. ne #144 minneapolis mn, 55413 sevnthsin.com612.236.1746yo@sevnthsin.com@sevnthsin
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WHAT AM I DOING HERE?? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ?
? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ?
1121 jackson st. ne #144 minneapolis mn, 55413 sevnthsin.com612.236.1746yo@sevnthsin.com@sevnthsin
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THINGS TO AVOID mobile as an afterthought “we need an app!”
STAND ALONE vs. CAMPAIGN what is this a part of, if anything?
FUNCTION OVER FORM (KINDA)
design is important, but usability comes first
1121 jackson st. ne #144 minneapolis mn, 55413 sevnthsin.com612.236.1746yo@sevnthsin.com@sevnthsin
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STAND ALONE
1121 jackson st. ne #144 minneapolis mn, 55413 sevnthsin.com612.236.1746yo@sevnthsin.com@sevnthsin
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CAMPAIGN
1121 jackson st. ne #144 minneapolis mn, 55413 sevnthsin.com612.236.1746yo@sevnthsin.com@sevnthsin
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TARGETING THETARGET AUDIENCE
1121 jackson st. ne #144 minneapolis mn, 55413 sevnthsin.com612.236.1746yo@sevnthsin.com@sevnthsin
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DEMO & PSYCHOGRAPHICS who’s using this & what do they feel
2 MINUTES OR 2 HOURS casual use vs. extended use time filler vs. time waster utility vs. entertainment
1121 jackson st. ne #144 minneapolis mn, 55413 sevnthsin.com612.236.1746yo@sevnthsin.com@sevnthsin
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2 MINUTES 2 HOURS
quick utility
female shoppers,age 24-44,ditching newspapers
entertainment
co-ed music fans,age 22-28,seeking“lean forward” experiences
1121 jackson st. ne #144 minneapolis mn, 55413 sevnthsin.com612.236.1746yo@sevnthsin.com@sevnthsin
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CHOOSEYOUR WEAPON
1121 jackson st. ne #144 minneapolis mn, 55413 sevnthsin.com612.236.1746yo@sevnthsin.com@sevnthsin
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YOUR AUDIENCE DETERMINES DEVICE
1121 jackson st. ne #144 minneapolis mn, 55413 sevnthsin.com612.236.1746yo@sevnthsin.com@sevnthsin
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iOS DEVICES
AUDIENCE early adults (24-34) college educated creative, yet tech savvy device chosen by desire
PROS unified operating system consistent hardware specs webkit based browser most adopted platform*
CONS developer/development restrictions app store over-saturation
*we’ll fight about this later
1121 jackson st. ne #144 minneapolis mn, 55413 sevnthsin.com612.236.1746yo@sevnthsin.com@sevnthsin
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ANDROID DEVICES
AUDIENCE younger adults (18-28) in or recently graduated college tech savvy, yet not overly creative device chosen by price or availability
PROS nearly limitless options carrier availability/price “open” app marketplace webkit based browser
CONS device fragmentation inconsistent hardware specs OS varies from device to device devices deprecate quickly
1121 jackson st. ne #144 minneapolis mn, 55413 sevnthsin.com612.236.1746yo@sevnthsin.com@sevnthsin
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BLACKBERRY DEVICES
AUDIENCE adults (35-55) full-timer, typically corporate not overly tech savvy or creative device supplied by employer
PROS BlackBerry server integration*
CONS device fragmentation no OS consistency dramatic decline in adoption proprietary configuration inferior web browser
*we had to find SOMETHING
1121 jackson st. ne #144 minneapolis mn, 55413 sevnthsin.com612.236.1746yo@sevnthsin.com@sevnthsin
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THEHANDOFF
1121 jackson st. ne #144 minneapolis mn, 55413 sevnthsin.com612.236.1746yo@sevnthsin.com@sevnthsin
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NATIVE APPS
PROS device specific functionality (ie: location services, local storage, app integration) data connection not always required great for utility functions
CONS require new build for each platform can get expensive fast most updates require new app submission
1121 jackson st. ne #144 minneapolis mn, 55413 sevnthsin.com612.236.1746yo@sevnthsin.com@sevnthsin
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WEB APPS
PROS no app store download required can be dynamically updated can adapt across multiple platforms can typically be saved to home screen significantly less expensive to build
CONS data connection always required no device specific functionality often passed over for native apps
1121 jackson st. ne #144 minneapolis mn, 55413 sevnthsin.com612.236.1746yo@sevnthsin.com@sevnthsin
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MOBILE SITES
PROS no app store download required can be dynamically updated can adapt across multiple platforms significantly less expensive to build
CONS require decent web browser data connection always required no device specific functionality cannot integrate with native or web apps
1121 jackson st. ne #144 minneapolis mn, 55413 sevnthsin.com612.236.1746yo@sevnthsin.com@sevnthsin
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CREATINGTHE ROAD MAP
1121 jackson st. ne #144 minneapolis mn, 55413 sevnthsin.com612.236.1746yo@sevnthsin.com@sevnthsin
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THE DESIGN SIDE OF STRATEGY creating user flows wireframing not a blueprint for design defines hierarchy
INCLUDE YOUR DEVELOPER inform one another during the process develop shared terminology be friends, always
1121 jackson st. ne #144 minneapolis mn, 55413 sevnthsin.com612.236.1746yo@sevnthsin.com@sevnthsin
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FILLINGTHOSE GAPSLOREM IPSUM DOLOR SIT AMET, CONSECTETUER ADIPISCING ELIT, SED DIAM NONUMMY NIBH EUISMOD TINCIDUNT
1121 jackson st. ne #144 minneapolis mn, 55413 sevnthsin.com612.236.1746yo@sevnthsin.com@sevnthsin
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DESIGN DRIVEN CONTENT let design help inform your content direction
SHOW vs. TELL it’s the season of doing, not making me read bring content in engaging new ways
1121 jackson st. ne #144 minneapolis mn, 55413 sevnthsin.com612.236.1746yo@sevnthsin.com@sevnthsin
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DESIGNING FOR THE DEVICE
1121 jackson st. ne #144 minneapolis mn, 55413 sevnthsin.com612.236.1746yo@sevnthsin.com@sevnthsin
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UNDERSTAND THE DEVICE it’s more than just knowing the screen size understand the expected behaviors of a device each device & platform is different, don’t assume they’re the same
CAN YOU DO IT WHILE DRIVING? less is more when it comes to UI interaction should be comfortable & EASY do I need more than one finger to do this?
buttons should be at least 44px wide
1121 jackson st. ne #144 minneapolis mn, 55413 sevnthsin.com612.236.1746yo@sevnthsin.com@sevnthsin
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USE THE AVAILABLE TOOLS find & use GUI files online find & use known device grid systems find & use LiveView to preview designs on a device http://www.zambetti.com/projects/liveview
LEGIBILITY IS ESSENTIAL make sure you can read it always go bigger than you think
break content into “snackable” sizes the less I have to read, the sooner I can look back up at the road
1121 jackson st. ne #144 minneapolis mn, 55413 sevnthsin.com612.236.1746yo@sevnthsin.com@sevnthsin
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GET DESIGN & DEV TALKING
1121 jackson st. ne #144 minneapolis mn, 55413 sevnthsin.com612.236.1746yo@sevnthsin.com@sevnthsin
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DECIDE ON FRAMEWORK custom build adaptive/responsive layouts pre-existing frameworks http://lessframework.com
DEV INFORMED DESIGN let development influence your design (to an extent) less sacrifice if both parties know what’s up
1121 jackson st. ne #144 minneapolis mn, 55413 sevnthsin.com612.236.1746yo@sevnthsin.com@sevnthsin
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DEVELOPING (FOR MOBILE)
IS THE BEST (WORST)
010000100100100100101010111001101001010100000010101000
1121 jackson st. ne #144 minneapolis mn, 55413 sevnthsin.com612.236.1746yo@sevnthsin.com@sevnthsin
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KNOW YOUR LANGUAGES what devices are built on Objective-C, Java, etc? teams are better spreading the load amongst a few folks can save time & money sometimes you need both the iPhone guy AND the PHP guy
DON’T SHUT OUT DESIGN you will have questions, don’t assume an open line of communication means less creative feedback later
let design inform development (to an extent)
1121 jackson st. ne #144 minneapolis mn, 55413 sevnthsin.com612.236.1746yo@sevnthsin.com@sevnthsin
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EMULATORS ARE YOUR FRIEND find the appropriate mobile device emulators test your work in emulators early on
TEST DEVICES ARE MORE BETTER test on as many real devices as possible eBay has tons of cheap used phones waiting for you mall kiosks have a lovely array of test devices as well
test on both WiFi & a cell data connection load times are important
1121 jackson st. ne #144 minneapolis mn, 55413 sevnthsin.com612.236.1746yo@sevnthsin.com@sevnthsin
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HAVE A LAUNCH STRATEGY never underestimate server deployment times prepare for the worst if your app requires approval better safe than sorry, brace for at least two weeks
never launch on Friday you will inevitably crash on Saturday, its science* *we think
1121 jackson st. ne #144 minneapolis mn, 55413 sevnthsin.com612.236.1746yo@sevnthsin.com@sevnthsin
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QUESTIONS? who’s got one?
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