Download as PDF, PPTX
![Source: Google Inside Adwords http://adwords.blogspot.com/2015/05/building-for-next-moment.html
“[Today] more Google searches take place
on mobile devices than on computers in 10
countries including the US and Japan”
Mobile Growth](https://image.slidesharecdn.com/goingmobilefirst-finalcopy-170622003247/75/Going-Mobile-First-a-future-friendly-approach-to-digital-product-design-13-2048.jpg)
![Source: Google Inside Adwords http://adwords.blogspot.com/2015/05/building-for-next-moment.html
“[Today] more Google searches take place
on mobile devices than on computers in 10
countries including the US and Japan”
Mobile Growth](https://crownmelresort.com/image.slidesharecdn.com/goingmobilefirst-finalcopy-170622003247/75/Going-Mobile-First-a-future-friendly-approach-to-digital-product-design-13-2048.jpg)
Uploaded byEzekiel Binion
Going Mobile First: a future-friendly approach to digital product design
This document discusses the growing dominance of mobile devices and adoption of mobile-first design approaches. It notes that in 2015, more Google searches took place on mobile devices than computers in 10 countries. It also reviews market share statistics showing Android and Apple's dominance in the smartphone market. The document then examines how consumers are using mobile devices more, spending over 3 hours per day on them compared to 5 hours watching TV. It also explores how larger smartphones are reducing tablet usage. The document advocates for mobile-first design, noting users want fast, appropriate, and engaging mobile experiences. It provides examples of how MTV improved mobile metrics using responsive design. Finally, it compares mobile apps to responsive design, outlining 10 questions to determine the best approach
Going Mobile First: a future-friendly approach to digital product design
- 1. going mobile first Photocredit: Brad Frost a future-friendly approach to digital product design
- 2. imagine you arelaunching a new mobile product
- 3. Imagine your launch… hadexisting user base of approx. 94 million users product launch story
- 4. Imagine your launch… offereda 90 day free trial of the product product launch story
- 5. Imagine your launch… wasbacked by leading public figures in the industry product launch story
- 6. who are wetalking about? product launch story
- 8. “The navigation ispoor, the user experience confusing and actually making playlists is painful enough to make you throw your iOS device off the top of the nearest tall building,” product launch story Source: Musically http://musically.com/2015/10/05/apple-music-three-month-verdict/
- 9. “Apple has validatedthe thing we said 10 years ago, which is that the world is moving to streaming.” - Daniel Ek, Spotify CEO product launch story Source: Digital Trends http://www.digitaltrends.com/music/spotify-ceo-daniel-ek-says-apple-music-brings-spotify-more- listeners/
- 10. how can weget mobile UX right?
- 11. MOBILE FIRST THEBOOK • Concept introduced by Luke Wroblewski in 2009 and later released as a book • It’s a digital product design approach that impacts strategy, design and development • Created in response to mobile web & app user adoption trends
- 12. how has mobilegrown since the birth of Mobile First?
- 13. Source: Google InsideAdwords http://adwords.blogspot.com/2015/05/building-for-next-moment.html “[Today] more Google searches take place on mobile devices than on computers in 10 countries including the US and Japan” Mobile Growth
- 14. SMARTPHONE PLATFORM MARKET SHARE Source:comScore http://www.comscore.com/Insights/Market-Rankings/comScore-Reports-July-2015-US-Smartphone-Subscriber-Market-Share Mobile Growth Android Apple Microsoft Blackberry 1.3%2.9% 44.2% 51.4%
- 15. DEVICE MANUFACTURER MARKET SHARE Source:comScore http://www.comscore.com/Insights/Market-Rankings/comScore-Reports-July-2015-US-Smartphone-Subscriber-Market-Share Mobile Growth Apple Samsung LG Motorola HTC 3.5%4.9% 8.7% 27.3% 44.2%
- 16. how are consumersusing mobile devices?
- 17. “In Q2 of2015, we averaged 3 hours 40 mins per day on mobile devices”* Compared to 5 hours of average of watching TV** *Source: Flurry Analytics, comScore, Pandora, Facebook, NetMarketShare **Source: According to a 2014 Nielson Study, Source: http://www.nydailynews.com/life-style/average-american-watches-5-hours-tv-day-article-1.1711954 Mobile Usage
- 18. 90% OF TIMEON MOBILE IS SPENT IN APPS Source: http://flurrymobile.tumblr.com/post/127638842745/seven-years-into-the-mobile-revolution-content-is Mobile Usage
- 19. of smartphone owners usetheir smartphones while at home Source: Google Survey http://googlemobileads.blogspot.com/2011/04/smartphone- user-study-shows-mobile.html 93% Mobile Usage
- 20. Source: Google Surveyhttp://googlemobileads.blogspot.com/2011/04/smartphone-user-study-shows-mobile.html Mobile Usage admit to having used their smartphone while going to the bathroom 39%
- 21.
- 22. EVER-LARGER SMARTPHONES ARE PUSHINGOUT TABLETS Samsung Galaxy Mega 6.3” Google Nexus 6 5.96” iPhone 6 Plus 5.5” Tablets
- 23. In 2013, tabletsales were up 55% from 2012. In 2014, they were only up 11% from 2013. Source: Gartner http://www.gartner.com/newsroom/id/2875017 Tablets
- 24. “PCs downward slideseems to be over. Sales were up 0.1% in Q2 2014 from Q2 2013. “ Source: Gartner http://www.gartner.com/newsroom/id/2875017 Tablets
- 25. “Smartphones aren’t goingto kill laptops or desktops any time soon. But they do appear to be taking a chunk out of tablets.” - How to Geek Source: http://www.howtogeek.com/199483/tablets-arent-killing-laptops-but-smartphones-are-killing-tablets/ Tablets
- 26.
- 27. HOW DESIGN WORKEDBEFORE MOBILE-FIRST Image Source: zurb.com embracing mobile first
- 28. THE WOES OFDESIGNING TOP-DOWN • More content than mobile consumers can handle • Heavy weight designs/code can cause performance issues on smaller devices • Designs don’t take advantage of the numerous features of mobile devices embracing mobile first
- 29. what do userswant from mobile?
- 30. Users want anexperience that’s fast embracing mobile first 1
- 31. “71% of mobileusers expect mobile sites to load as fast, if not faster, than that of their desktop experience to a site” Source: Compuware embracing mobile first
- 32. “74% of themobile users will abandon a site that is loading, should the page take longer than 5 seconds.” Source: Compuware embracing mobile first
- 33. Users want anexperience that’s appropriate embracing mobile first 2
- 34. EMBRACE THE SIZE CONSTRAINTSOF SMALLER SCREENS embracing mobile first Roughly, 80% of the screen size is taken away when designing for mobile. You have to utilize screen real estate in a much more conservative manner.
- 35. DESIGN FOR ONEHAND AND ONE EYEBALL embracing mobile first People use their smartphones anywhere and everywhere they can, which often means distracted situations that require one-handed use and short bits of partial concentration
- 36. Users want anexperience that’s engaging embracing mobile first 3
- 37. TAKE ADVANTAGE OF MOBILEFEATURES embracing mobile first • Consider the which features of mobile devices could be utilized to aid the experience early • Many mobile features are not available to mobile web users
- 38. DESIGN FROM THE BOTTOM UP Image Source: zurb.com embracing mobile first
- 39. The Web teamat MTV recently redesigned several of their properties using responsive Web design techniques and was kind enough to share their results MTV’S MOBILE FIRST REDESIGN
- 40. SHOW PAGES Source: http://www.lukew.com/ff/entry.asp?1939 MTVRedesign 92% increased mobile visits 55% increased mobile page views/visit 297% increased mobile time spent/visit
- 41. NEWS PAGES Source: http://www.lukew.com/ff/entry.asp?1939 MTVRedesign 565% increased social referrals 151% increased site visits 137% increased mobile time spent on site
- 42. MOBILE APP VSRESPONSIVE DESIGN ASK THESE 10 QUESTIONS FIRST
- 43. Will your nativemobile app take advantage of smartphone functionality? Advantage: Mobile App Mobile App vs Responsive Design 1 Do you need to use the camera, GPS, scan feature or other smart phone functions? If you intend to provide unique functionality or content not available on the mobile web, then an app is likely the way to go.
- 44. Mobile App vsResponsive Design Is personalization important? Advantage: Mobile App 2 One of the great feature in a mobile app is the ability to craft personalized experiences for the device with fewer limitations. Since a native mobile application is always tied directly to a user’s device, it creates many more opportunities to target and craft the user experience
- 45. Mobile App vsResponsive Design Do you have a complex UI? Advantage: Mobile App 3 At a certain level of complexity, Responsive web design may not work to achieve your goals. Responsive Web Design can deliver customized experiences, but native apps provide the most flexibility.
- 46. Mobile App vsResponsive Design Do you have a limited budget? Advantage: Responsive Design 4 Generally speaking Responsive Design is less costly because it’s quicker to develop and deploy than native apps. Responsive Design also typically requires fewer dedicated resources to bring an idea to marker, and only needs one code base to ensure it works across all devices. NATIVE APPRESPONSIVE
- 47. Mobile App vsResponsive Design Are you trying to monetize content and encourage purchasing? Advantage: Mobile App 5 If you have a product that offers potential for ongoing micro-transactions, then a native application is the way to go. A shopping cart on your website can facilitate this, but the on device purchasing systems are well integrated into the users device and features like mobile wallet can remove much of the friction that web based checkout experiences have.
- 48. Mobile App vsResponsive Design Is SEO an important consideration? Advantage: Responsive Design 6 If part of your strategy includes increasing visibility in search engines to drive traffic to your website, then Responsive Design is your best bet. Apps are closed environments and cannot be indexed by search engines.
- 49. Mobile App vsResponsive Design Will you have difficulty getting App Store approval? Advantage: Responsive Design 7 Apple asks developer to follow stringent guidelines when submitting to the App Store (Google Play is a little easier). The approval process can take anywhere from a week to several months. There are certain areas that are more tightly regulated than others, such as in-app purchases and subscriptions.
- 50. Mobile App vsResponsive Design Are you sending and receiving massive amounts of data? Advantage: Mobile App 8 An app will generally work faster than a responsive website, as it doesn’t rely as heavily on Internet and network speed to serve information. However, Responsive websites are quickly closing this gap. Loading…
- 51. Mobile App vsResponsive Design Do you plan to make frequent updates? Advantage: Responsive Design 9 Native application make frequent updates rather painful. App Store approval can delay updates from being released to the public.
- 52. Mobile App vsResponsive Design Are you trying to create something that’s universally accessible? Advantage: Responsive Design 10 If you want to appeal to a broad audience across multiple platforms and devices. Response design is the only answer. A single code base can serve smartphones, tablets and desktop computers.
- 53.