AEA12, Mobile to the Future

AEA12, Mobile to the Future Picture

When something new comes along, it’s common for us to react with what we already know. Radio programming on TV, print design on web pages, and now web page design on mobile devices. But every medium ultimately needs unique thinking and design to reach its true potential. Through an in-depth look at several common web interactions, Luke will outline how to adapt existing desktop design solutions for mobile devices and how to use mobile to expand what’s possible across all devices. You’ll go from thinking about how to reformat your websites to fit mobile screens, to using mobile as way to rethink the future of the web.

Luke Wroblewski (pronounced Verlushki)
@lukew

When you complement others, good things will happen to you.

How do we take some of the things with mobile and use them to look forward.

Mass Media. Using technology to broadcast to a massive audience

  • 1500 - Print
  • 1890 - Recordings
  • 1900 - Cinema
  • 1910 - Radio
  • 1950 - TV
  • 1990 - Internet
  • 2000 - Mobile Devices

If mobile is a form of mass media, then it changes the way we design for it. It’s not just the internet on a small screen.

Is it massive? 371K babies born per day. 378K iPhones sold per day. 900K Android devices activated per day. 1.8 million mobile devices per day. Per Day!

Hitting us very quickly.  Fastest technology to reach mass market adoption. http://technologyreview.com/business/40321/

Connections. Can we broadcast onto these things? 6 Billion connections today. 10B connections in 2016. 26X world traffic growth.

Can it do what all of the things that mass media did before it? Yes, and more.

When we make these transitions, all of the other stuff comes with it.

  • Sponsors
  • Jingles
  • Spokesmen
  • Ads

Radio is not television. The web is not print. Mobile is not a desktop PC.

“…Copy, extend, and finally discovery of a new form. It takes a while to shed the old paradigms.” - Scott Jensen

A majority of tweets are created on mobile. 55% of users are mobile. Pandora, 70% of usage on mobile .

What we know from the desktop web.

Yesterday - 15 authentications per day. 82% have forgotten a site password. Yahoo, 5-10% of log-ins request a password.

Where is the Forgot Password on mobile? LinkedIn, Ebay. Compounding effect of pain. Wal-mart.com - “Screw you small screen dude.”

“Mobile must never be a dumbed-down limited experience.” Steven Hoober.

What can we do?

  • Don’t remove critical features
  • Use input types and attributes
  • Show passwords
  • Input Masks - Twitter (@), Apple @me.com
  • Avoiding Errors
  • Saving Passwords
  • Single Sign-On

Why can’t we push things forward? Why can’t we change some of this stuff that sucks?

Pushing logins to the future

  • SMS Authentication
  • Touch Gestures. Windows 8 touch login. Humanizing. Immediately approachable. Just because it feels simplistic doesn’t mean that it’s not secure.
  • Facial Recognition. Four digit pin is a step backward.
  • Finger Identification. Gang signs for logging in to your phone.

Why bother to put in the extra effort? These things are on us all the time. Always On. Available at the point of inspiration.

Checkout Form

  • 2011 - 75% of all shopping carts that were filled, were abandoned.
  • 2010 - 71% of all shopping carts that were filled, were abandoned.

Reduce Effort.

Remove unnecessary fields.

  • Multiple Fields - Remove optional fields
  • Phone Numbers - 16 fields down to one.
  • input type=tel - Well supported
  • Input Mask to show formatting
  • Addresses - State selection - At least a 4 tap operation.
  • Credit Cards - input type=“text” - One field, as used on the Square app. Really slick.
  • Terms of Use
  • Digital Content - 3 input fields.

Reducing friction down to nothing increases usage.

The Future of Checkout

  • Contacts API
  • Local Purchases
  • Virtual Checkout
  • Self Checkout

Mobile is…

  • Massive new medium
  • Forces us to adapt & optimize our solutions
  • Moves us toward the future

Phone Gap - a web browser that supports a bunch of standards that are being debated.

What’s going to eat mobile?

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About The Author

G. Brad Hopkins's avatar
  • G. Brad Hopkins
  • About Me: I bought my first computer - an Apple Performa 6320 - when I was in college and have been building websites ever since. These days I spend most of my time writing code and helping to bring interesting projects to life.
  • @gbradhopkins