Razorfish + Mobile

Mobile Clients : Adidas, AOL, Audi, Axe, Best Buy, Carnival Cruiseline, Citi, Dow Jones, eBay, Godiva, JC Penney, Nike, Ralph Lauren, Visa, XM Radio and others Platforms: Mobile web, iPhone OS, Android
Photo by DJ-Nike on Flickr


For the past several years our clients in Europe and Asia have been embracing mobile….

Europe - Adidas

Europe - AXE

Asia - Nike

But in the U.S. there wasn’t much demand for mobile, until….

Photo by Vedia on Flickr

All of a sudden, clients are interested in mobile (particularly iPhone) and are beginning to ask us a lot of (the same) questions…

… so here are 5 principles to address the questions that clients are asking us.

5 principles For mobile UX

Principle no. 1 – Get your hands dirty

Principle no. 1 – Get your hands dirty
 Invest in innovation  Build skills, learn by doing  Ideally give money, or time  Freedom to fail  Share knowledge, archive experiments

Principle no. 2 – Choose your platform carefully

Principle no. 2 – Choose your platform carefully
 Know the target audience: what phones, OS, carriers customers are using  Device agnostic or native application (or hybrid)?  iPhone is probably the best bang for the buck (stability, exposure in iTunes)

Sometimes mobile web makes more sense…

Principle no. 3 – Embrace “mo-jile”

Photo source: w3.org

Principle no. 3 – Embrace “mo-jile”
 Agile development seems particularly suited for mobile.  Cross-functional disciplines (creative, ux, tech)  Control of feature set  Rapid development process  Test early and often  Hybrid process – “mo-jile”?


A hybrid agile approach for mobile ux
Agile Build Phase SOW > Visioning Phase >

Sprint 1 >

Sprint 2 >

Sprint 3 >

Sprint 4 >

High-Level Functionality Contract

Product Brief

Visual comps

• •
• •

Prioritized Features /Functions High-level App Architecture & Roadmap
Prototype (key functionality) Business rules

Task flow diagrams

• •

Code production Supporting infrastructure Set-Up Rapid User Testing

• Visual styleguide

Core team snapshot

• Supports Management of the Backlog

Developer Content and Copy



• Ensures alignment with business objectives and throughout process • Keeps project on track (timing and budget)

• Building the prototype into a real site

• Explains functionality between the prototype and the real site • Attends both the Tech and UX scrums

• Bug fix of the real site
• Launch Support



• Partnering with UX to fulfill the early development of comps, wireframes and copy decks that enable prototype development

• Creates a draft of stories for the planning meeting
• Creates work flow through prototype

• Validates that evolution of the prototype can be supported from a content feed perspective.

• Leads Consumer Testing

Principle no. 4 – Sweat the details




Principle no. 4 – Sweat the details
 Don’t throw out the standard experience deliverables just yet  Application architecture diagram, wireframes, task flows, feature matrix  Gestural methods, sound, microphone, camera, accelerometer  UX suddenly got a lot more complicated


Principle no. 4 – Sweat the details

Principle no. 4 – Sweat the details

Principle no. 5 – Be Unique

Principle no. 5 – Be Unique
 Difficult to stand out from the crowd  Take risks  Push the envelope technologically  Focus only on core features (strengths)


Principle no. 5 – Be Unique

Principle no. 5 – Be Unique

Principle no. 5 – Be Unique

Principle no. 5 – Be Unique

Principle no. 5 – Be Unique

Principle no. 5 – Be Unique

5 principles recap
1. Get your hands dirty 2. Choose your platform carefully 3. Embrace “mo-jile” 4. Sweat the details 5. Be unique Rinse + repeat


The iPhone has set a new benchmark for user experience

Photo by duncandavidson on Flickr

But is it just the tip of the iceberg?

Photo source: Slashgear.com

Augmented reality was available first on Android…

Photo Source: Mobilizy.com

Advanced telecommunications services on iPhone have been problematic…

Photo source: Techcrunch.com

PCs and Phones continue to converge

New devices and platforms bring enormous possibilities coupled with potentially huge usability headaches.

Welcome to the golden age of mobile usability…

e: kyle.outlaw@razorfish.com t: @koutlaw

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