Weaving the invisible thread: design of an optically invisible
Mobile Day 2015 - The end of the traditional apps. The rise of invisible apps - The Reference
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Thomas De Vs
Transcript of Mobile Day 2015 - The end of the traditional apps. The rise of invisible apps - The Reference
Thomas De Vs
Who am I? Digital footprint
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WORK • Mobile innova0on consultant at The Reference LIFE • Digital (post) immigrant °1975 • Father of 3 digital na0ve kids • Very passionate technology geek SPECIALITIES -‐ Digital innova0on -‐ Mobile strategy / Business analyst -‐ Mixing Business & Marke0ng & Technology -‐ Evangelisa0on and trend watching
Twi$er: @tdevos
Invisible apps
Jean-‐Louis Gassée, 2008
"Simple is hard.
Easy is harder.
Invisible is hardest.”
• Pages full of apps
• Difficult to find without using a search • Huge impact on storage space • Overlapping func0onali0es
• Full 0me job upda0ng
• Removal policy / bloatware
• Afraid to delete them • Most of them you never use
My app usage per week
Time spent in apps +63% over past 2 years, but apps used monthly show li_le change
85% of mobile media 0me is via apps 84% of this 0me for 5 main apps
Nielsen 2015
It all started with push noKficaKons
Push noKficaKons launch apps. The end.
Push noKficaKon management hell
PushnoKficaKon roaming
Create noKficaKons how I want them. Habits?
A system is a set of interacKng or interdependent component parts that are forming a complex/complicated whole
We need to design systems
h-p://blog.intercom.io
InteracKve and card based
Smarter, context aware and predicKve
Their content searchable without opening the app
The cards start to roam in the OS as cards/mini apps
Are we sKll going to download apps?
InterpreKng the content and context
The main interacKons with apps will not be in the app itself. We are going to use noKficaKons/card streams
The app is becoming primarily a publishing tool of molecular content items/services
Screens of apps will probably go away and become a a secondary navigaKon as a backup.
We think that in the near future
What about discoverability?
Content from different apps will be presented side by side on the same screen
Your content will be in compeKKon with cards from the OS, Facebook, Google etc…
Where will this magic happen at the app, noKficaKon or OS level?
à You want to have your card/service to be used to be successful and stay relevant
But…
Using all the data they can gather
MOTION POSITION
ENVIRONMENT BIO
USER IS CYCLING
Outdoors -‐ geoloca0on User is sidng / biking Specific mo0on pa_ern of legs Absolute posi0on is changing Speed is high Dangerous situa0on
Heartbeat is unregular Transpira=on is high Bloodpressure is high Glucose level is normal
We always had to learn the interface
Now our interface is learned Context is the interface
Customer Experience design is a must
Experiences
How does this control our behaviour?
What are we about?
Brand personality
Brand
Stories
Legends
Customer journey maps
Customer Experience Design
Clue Touchpoint inventory
Motif Motif
Clue Clue Clue Clue Clue Clue Clue
Motif Motif
Customer Experience design is not only a mobile thing
Trust & privacy
Mother says “If I were you…”
Human physical interfaces
Thermoresponsive hydrogel
Speech is the most simple interface
New evoluKons: natural interfaces
ApplicaKons are no more individual silo’s, Cards/widgets are the way to go
Apps become publishing systems of molecule content parts, they will not go away but less prominent
We have to design systems, micro services not screens.
Integrate third party services and make sure your services can be integrated with solid API’s by third parKes
Research context and design for all kinds of devices and situaKons. Context is the new interface.
Design for experiences and human interacKons
6 take aways
