Mobile App Design

MAHEK MAHENDRA SHAH @mahekmshah

@mahekmshah

Polyglot: Kutchi (mother tongue), Gujarati, Telugu, Hindi, English & Italian !

Mechanical Engineer (BTech, IIT Madras) Energy & Design Management (MBA, Politecnico Di Milano)

!Currently spending around 61.8% of life’s time in Sleeping, checking out new products & reading novels (primarily sci-fi)

!Hobbies: Sleeping, Thinking & Traveling

@mahekmshah

This year’s book list !!

The Jesus Incident (current) by Frank Herbert Contact by Carl Sagan Ready Player One by Cline, Ernest The Left hand of Darkness by Ursula K Leguin The Dispossessed by Ursula K Leguin 1984 by George Orwell The Rest of the Robots by Isaac Asimov Ender’s Game by Orson Scott Card Blade Runner: Do Androids dream of Electric Sheep by Phillip K Dick India 2014 The Third Wave (next) !

Footprint !

Drove 4000+ kms in EU Toured 23* States in Indian Union (except Tripura, Mizoram, Nagaland, Meghalaya & Arunachal Pradesh) Other places: Australia, Nepal, UAE, Britain, Scotland, Wales, Italy, Slovenia, France, Switzerland, Hungary & Germany

!!!!!!

@mahekmshah

Timeline !Born, few weeks before Halley’s comet Joined Mechanical Engineering, IIT Madras, 2003 Winner, Robo Soccer, Mechanica 2004-2005 Winner, Google Events, Shaastra 2006 Exchange Student, University of Western Australia (+1 Discovery), 2006 Research Paper Approved, 2008 Derivatives Analyst & Product Head, Futures First, 2007-10 Engineering Consultant (Mechanical) for Project Oscar IIT Bombay, 2010 Startup, Active Analytic India, 2010-2012 MBA, Energy & Design Management, Milan, 2012-2013 Process Consultant, Barilla Grouppo, 2012-2013 Startup Consultant, FindYourItaly.com won Best entrepreneurship project, 2013 (Mobile) Product Manager, [x]cube LABS, 2013-2014 InstaSense (Aegis Graham Bell Award Nominee 2014), Brand Kinesis, FlypSell, Adbient Current: Process, Product & Mobility consultant

TODAY’S AGENDA

Telecom Sector & Mobile OS’s Overview

What is a Mobile Application?

Types of Mobile apps & users

Mobile App Pricing

Product Design

App Design Rules & Process

Demo, Exercise & Examples

Q & A

Mobile background & trends

INDIA (SOURCE: 2013 data, Ministry of Information and Broadcasting)

ITEM #

NUMBER OF WIRELESS TELEPHONES (URBAN)

873.37 million(545.36 million)

TELEDENSITY (URBAN)

73.5%(145%)

BROADBAND 15.19 million

ALL INTERNET SUBSCRIBERS 21.61 million

INDIAITEM #

ALL INTERNET SUBSCRIBERS 21.61 million

2018 (PROJECTED)(SOURCE: GOOGLE INDIA)

500 million

INTERNET USERS ADDED EVERY MONTH(SOURCE: GOOGLE INDIA)

5 million

2014 SMARTPHONE SALES(SOURCE: GOOGLE INDIA)

207 million

REPLACEMENT SALES 27%

PLATFORMSITEM #

ANDROID (2010) ~78% (22.5%)

APPLE (2010) ~16% (15.6%)

ANDROID MARKET SHARE (WORLD 2014)

CHINA 84%

EU 5 74%

AUSTRALIA 68%

USA 62%

PLATFORMS - INDIAMOBILE OPERATING SYSTEMS 2014 SHARE

ANDROID (2012)

44.75% (5%)

SERIES 40 (NOKIA) 20.65%

SAMSUNG 10.8%

SYMBIAN (2012)

5.68% (65.1%)

27% 2013 replacement sales

Mobile Apps

what is a mobile app?

!A mobile application is a software

application designed to run on smartphones, tablet computers and

other mobile devices !

“Product”

Types of mobile apps

Enterprise Apps Consumer Apps

Service Apps

Types of mobile apps

Native Apps Web Apps

Hybrid Apps

“By 2016, more than 50 percent of mobile apps deployed will be hybrid. Companies are under pressure from management and employees to develop and deploy mobile applications to accommodate mobile work styles and increase customer engagement”

“By 2017, 25 percent of enterprises will have an enterprise app store”

App users

Utility !

Phone - Calls & Messages Productivity - Emails & Tasks Gamers - Quizzes & Games Seekers - Information

App users

Usage !

High Usage - Data Addict Medium Usage Low Usage - Traditional

App pricing models

Free Freemium

Usage Paid

App Design Styles

Classic Modern

Flat Comic

–Officer Gris, Mission Earth: Voyage of Vengeance

“Take care of the details and the big problems will take care of themselves.”

1

2

350%

30%

20%

(Product)

App DesignUser Experience: Rule Number 1

!!

Provide seamless core service to user !!

Every product has Two Stakeholders !

You give something, You take something.

Examples !!

Whatsapp - Messaging Facebook - Connecting

Google - Email Flipkart/Amazon - Marketplace

(Product)

App DesignUser Experience: Rule Number 1

!!

Provide seamless core service to user !!

Every product has Two Stakeholders !

You give something, You take something.

We (users) get !

Convenience Affordable quality service

!They get

!User base Data base

Advertising foothold

(Product)

App DesignUser Experience: Rule Number 2

!Justice to Tangible & Intangible Aspects

!!

Navigation Features

!Look

Interface

Apple Microsoft Yahoo MailBox

(Product)

App DesignUser Experience: Rule Number 3

!Redundancy

!!!

Don’t repeat same thing twice or more deliver message minimally

Home

(Product)

App DesignUser Experience: Rule Number 3

!Redundancy

!P rinciple O f L east A ssumption

go back

(Product)

App DesignUser Experience: Rule Number 3

!Redundancy

!P rinciple O f L east A ssumption

– App Dharma

“It is easier to uninstall an app than trying to suppress notifications in settings”

4

(Product)

App DesignUser Experience: Rule Number 4

!Minimum Learning Curve

!!

COGNITIVE LOAD on USER !

APPSITEM #

ACTIVE APPS IN APP STORE 1.25 million

IOS APP SUBMISSIONS 1,364

ACTIVE APPS IN PLAY STORE 1.34 million

ANDROID APP SUBMISSIONS 28,892

(Product)

App DesignUser Experience: Rule Number 4

!Minimum Learning Curve

!!

COGNITIVE LOAD on USER !

(Product)

App Design

User Experience: Rule Number 5 !

similar UX across OS’s !

focus on Intangible Aspects…

you have no control over tangible aspects…

– Steve Jobs

“Consumers don’t know what they want”

DESIGN ANALYSIS

OUTPUT VISION ANSWERS, IDEAS

PROCESS RESEARCH, DEPTH SPEED, BRAINSTORMING

ASSETS KNOWLEDGE METHODOLOGY

RELATIONSHIPS PROCESSES

QUALITY METRICS ROBUSTNESS OF VISION VARIETY OF IDEAS

ATTITUDE CHALLENGING THE DOMINANT PLAYING WIHT EXISTING

IMPORTANCE OF DESIGN IN MOBILE APPS?

ITEM CHALLENGE

REAL ESTATE SPACE LIMITED, VARIED

USER TOLERANCE LOW

USER SWITCHING COSTS NEGLIGIBLE

USER ADDICTIVENESS MEDIUM

BRAND VALUE MEDIUM TO LOW

CONVERSION ELEMENTS DIVERSE AUDIENCE

DEMO

What is the worth of change in 1 Click less unlock screen design?

ITEM #

DAILY ANDROID ACTIVE USERS(SOURCE: JUNE 2014, GOOGLE) 1000000000

AVERAGE NUMBER OF TIMES A PHONE IS UNLOCKED? 25

AVERAGE TIME SPENT FOR ONE ADDITIONAL CLICK (SECONDS) 0.25

TIME SAVED, IF DESIGN IS IMPROVED (DAYS) 72338

AVERAGE LIFE SPAN OF AN INDIAN (DAYS) 23741

DAILY SAVINGS (INDIANS) 3.0

What is the worth of change in 1 Click less unlock screen design?

+ save thumbs campaign wont be needed

Thanks Q & A

Enough for now.

twitter - @mahekmshah

linkedin - linkedin.com/in/mahekmshah

“Build skills which the market needs” Because you have to adjust to market requirements and not vice versa