When designing for the desktop you can consider the end-user environment, when designing for print you can picture where the magazine will be read but when design for mobile the end-user scenarios are so varied and so far ranging that todays savvy mobile designer needs to develop an entirely different skill set.
This is the edited version of a presentation I gave at Mobile Meet Up on Tues 27th Sept about ‘10 key considerations when designing for mobile ‘. I must stress this doesn’t mean there are only 10, in fact it’s the opposite, there are many more considerations. But here are my top 10:
1. Real Estate
Whether you coming from a desktop background or from advertising the canvas size you have to pay with is drastically reduced on the mobile environment.
Over the years the relative screen size difference has increased. The difference between the smallest (128 x 128) and the largest (800 x 480) is now a factor of 23. That means the largest screen is 23 times bigger than the smallest one.
El Corte Inglés S.A. (English: The English Cut as in tailor’s cut), headquartered in Madrid, is the biggest department store group in Europe and ranks 4 worldwide. El Corte Inglés is Spain’s only remaining department store chain, as well as owner of several associated businesses, such as supermarket chains Hipercor, Supercor & Opencor, fashion chain Sfera as well as a travel agency (Viajes El Corte Ingles) and telephone provider (Telecor).
Incorporating a nav search, a store finder with the traditional basket top right design a media rich experience for shopping on your phone. By captivating a customer and therefore increasing spend, design a system of sub navigation that is convincing and compelling. Drilling deeper into the experience, screens can display products with the the added mobile features of sort and zoom. Product Info and descriptions, including ‘Add to Basket’ and ‘Wish List’ functionality plus the ability to share your purchase are all important consideration.
To produce the best-in-class iPad and iPhone App for playing slots and table games.
Recently I was involved in conceptualise and leading the UI for a iOS casino App for both iPhone and iPad. I’m not going to detail all design decisions here but walk you through my perspective on why branding for this product is so important and why the decisions made differentiate it enough to stand-out in what is already a fiercely competitive and crowded marketplace.
Getting new sign-ups is arguable the ultimate challenge, but the process of helping people get started, called on-boarding, can prevent many users from feeling lost, overwhelmed, and confused. It’s your responsibility, as a professional UXer, to shake their hand and show them the ropes and take them on that ‘first date’.
Drilling-down on the detail of the betting coupon – on-boarding
The Do’s and Don’ts
Downloading and jumping straight into an experience you’ve just heard about is one of the most exciting parts of UX design. So, when formulating this, be conscious not build further barriers as part of the on-boarding. The ‘Skip’ or ‘Tell me later’ and continuous Swipe is an important tool.
Slide-in illustration of how to access your betslip
Next to essentials like food and water, one of the only other industries not effected by the world financial situation is gambling. In fact the industry is booming. There are many UX challenges in designing the perfect game play experience, catering for the green fingered punter all the way through to the seasoned veteran is a difficult balancing act.
Plus, as mentioned, in these more straighten times, to be conscious of not forcing the gambling experience on to the more vulnerable.
Modern smartphone don’t need 2-3 seconds to start up, so the original notion of the start-up or splash screen is now redundant. But brands love to position their logo ‘front of stall’ so for this reason, this screen is important. Keep it simple and remember, if you can’t get your brand message over in 2-3 seconds, think about a re-design.
This is the heart of the application, the place to show off what you have to offer – the ‘showcase‘ if you like. So make it impressive, make it big and try your best to impress. Continue reading
Whether for desktops, on a tablet or the this mythical idea of a mobile internet (there is only one web to experience – but that a different post!) the modern UX-er should be skilled in the art of wire-framing. The style you use should come from the answers to these three things:
Process – From low-fidelity through to fully functioning prototypes is the sure-fire route to excellence. In reality, how often does this really happen. If you have enforce a process, I would insist on the sketching and on the final design stages.
Resources – I have sat in top-level boardroom meetings in the most stylish settings in the capital, tea and coffee from all over the world. Clearly, resources were not a factor here – so you would be expected to know Azure inside out and be expected to roll-out full functioning Fireworks prototypes. You may even get some business heads thinking your protoypes were so good , it’s a done job!
Quick turnaround – Picture the scenario, your stakeholder is looking for a quick – fix. You have fought your corner but there are no requirements, no analysis, no nothing. Always try to push for more than a few scribbles on the back of napkin but sometimes it is more productive just to get on with it.
Depending on the answers to these issues will depend on the wireframing style you deploy
Every app needs an app icon and a launch image. This presentation concentrates on the all important Splash Screen
Sometimes you have to just stick on the headphones, crank up the tunes and grind through the dullest part of your iOS project. And that’s slavishly grind out the assets for all the iOS family, particularly the Splash Pages.
Here, for the splash screens I have broken down as follows:
Size for iPhone 5 and iPod touch (5th generation)
Size for high-resolution iPhone and iPod touch
Size for iPhone and iPod touch
Size for high-resolution iPad
Size for iPad
For your iPhone
There is basically three sizes for portrait mode, for the most recent iPhone 5 or iPod Touch 5th Generation (as of present 2013), for the iPhone 4 and 4S users out there and for you laggards, the iPhone 3 users.
Provide a mobile web experience that makes you want more.
This is the dilemma. You have the resources, you have the idea but the richer and more immersive experience is inside your app, not your mobile web site. How do you push your user to download it?
Download, download, download
Providing a unified experience across all channels can stretch the most resourceful of companies . Sometimes a better strategy is to provide the ultimate level if functionality, the best UX on the platform that can best deliver that experience.
Create a brand engagement App by “getting customers closer to the Barclays Premier League”. Also, globally raise brand awareness in new markets and create synergies between current digital channel offerings: Barclays Ticket Office and Facebook.
Create brand engagement in the UK via positive brand association and “getting customers closer to the BPL”.
Globally raise brand awareness in new markets.
Create synergies between current digital channel offerings: Barclays Ticket Office and Facebook.
The app must be easily communicated and will be supported with an integrated marketing plan to ensure maximum downloads using existing and new BPL marketing channels.
This is a Barclay’s application – not a Premier League application.
Mobile applications are a key tool for generating high levels of repeat customer engagement.
With smartphones set to take a market share of up to 70% over the next 2 years, and all manufacturers investing heavily in app stores, Barclays’ decision to invest in providing its service through apps is a sound one.
There are many options about where to deploy first, and how to decide on follow-up apps. This will apply equally to the emerging Tablet market.
31% of UK mobile owners used apps in June 2010
That figure rises to 71% if you just look at owners of smartphones
The average British smartphone owner downloads 15 apps to their handset, keeps 12 of them, and uses 5 every day
GfK NOP’s survey found that 16-24 year-olds are using 10 apps every day on average though
A fifth of UK smartphone users were downloading more apps in June 2010 than six months before
A fifth of them would never pay for an app, but half have already paid for one
How do football fans access the web?
“1 in 3 supporters aged 34 and under access the internet via their mobile phone”
Sports mobile usage in the UK mirrors the football season
Sports mobile usage peaks between 3-6pm at the weekend
Sports usage is heavily influence by live events, especially football.
What do football fans want?
Launch with iPhone and Android applications
Includes core features that football fans want
Innovative functionality – different in marketplace
Clearly a ‘Barclays’ application
Integrates Barclays Premier League online properties
This is but part of the design portfolio of russellwebbdesign. Please contact us further to discuss if your brand (or it’s design) can really wants to benefit from the new and effective communication channel: email@example.com
After only a few years the mobile landscape has generated a selection of trends and UX that have now become best practice in mobile design and an essential skill-set for the experienced UI designer. And as a UX designer you should be aware of these experiences and how best to incorporate them into your design decisions.
Location, location, location
Not only discovering the nearest banking cash machine or the whereabouts of a friend or employee, location services can include parcel and vehicle tracking, mobile commerce when taking the form of coupons or advertising directed at customers based on their current location. They include personalised weather services and even location-based games. They are an example of telecommunication convergence.
By 2010, location-based services power Mobile Local Search to enable the search and discovery of persons, places, and things within an identifiable space defined by distinct parameters. These parameters are evolving. Today they include social networks, individuals, cities, neighborhoods, landmarks, and actions that are relevant to the searcher’s past, current, and future location.
This is part of a 12 point examination of broad design principles russellwebbdesign generated for the design community. Please contact us further to discuss if your brand (ot it’s design) can really wants to benefit from effective communication and good graphic design: firstname.lastname@example.org
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