moving to mobile: marketing and user experience for the mobile revolution (productcamp boston 2016)
TRANSCRIPT
Moving to MobileChristina Inge, CEO, Sleek
MarketingProduct Camp Boston 2016
@christinainge
In the Realm of the Majority
@christinainge
In the Realm of the Majority
@christinainge
“Rein In This Chaos”Decentralization
End-user and 3rd-party-driven
Lack of standardization
Lot of variables = growing complexity, cost
Mobile isn't a copy of your desktop experience. It represents “an opportunity to think of your product differently”- Scott Jensen
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What This Session is About● Understanding the mobile landscape● Finding mobile solutions for your context● Creating a strategy
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Mobile is About ContextTransformation of the way people engage with technology
Expectation of ambient technology
Not an experience you sit down to
Facilitation when and where you need it
According to a recent study, 63% of people reported feeling lost if their cellphone wasn’t within reach
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The Mobile OpportunityAdd context to speed Impact of your product
Generate more and better data
Become essential in more places, to more users, in more ways
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Tips to Create Awesome Mobile App DesignsMap out content and user flow
● When designing a mobile app, design and research in parallel○ Sketch out user flows based on past user paths○ Create a simple prototype○ Create a written outline
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Enhance Usability With Familiar Mobile Patterns
● When designing an app, you can draw inspiration from popular apps
● Two key interactions to design for on mobile:○ Gestures○ Animation
Tips to Create Awesome Mobile App Designs
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Usability 101Design for fat fingers
● Make sure all UI elements are optimized for navigation by tapping● Touch targets should be 45-57 pixels wide
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Mobile: Native Apps, Web Apps and Hybrid AppsNative Apps
● Live on and can be accessed from a device
● Have a home screen icon● Mostly installed through app
store● Can use device’s capacitive
features● Work offline
Mobile Web Apps
● Websites that look and work like apps
● Operate in a browser running HTML5
● Has no visible browser buttons or bars
● Limited ability to access phone functionalities
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Mobile: Native Apps, Web Apps and Hybrid Apps Hybrid Apps
● Part native app, part web app● Can be downloaded from the
app store● Rely on browser-rendered HTML
pages● Browser embedded into native
app- a “wrapper”● Less expensive than traditional
app
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Factors in Choosing a Platform ● Device features● Offline capabilities● Content discoverability● Load speed● Installation process● App maintenance● Platform independence● Costs and approval process● Development cost● User interface
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Building a Mobile App is not a Strategy● According to a recent study, 91 of the top 11 brands have
their own mobile app● But app downloads not a true metric of brand success● Mobile strategy is holistic: third-party mobile apps, mobile
ad networks and offline marketing
Best Practices● Build an app that people will actually use- not just a big ad● Building a mediocre app is like selling a mediocre product● Share of phone space
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Has the Native vs. HTML5 Mobile Debate Changed?
● Recent uptick in use of HTML5 ● User experience still lagging, catching up● HTML works best when many kinds of devices
need to be supported or for a low-budget application
● While having a device-agnostic app is utilitarian, it limits the quality of the user experience
● Native apps will offer a higher-quality user experience, however development and cost of maintenance will be higher than a web app
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Getting Started● How will your mobile product fit in with your other products?
○ Light version○ Address specific mobile user needs○ Add features
● How will you acquire? ● Will you target new customers?● Whose life are we making easier?
