Surface UI October 2010 Optimizing Android User Experience A case study in mobile UI design

Jerome Nadel EVP, Sagem Wireless Olof Schybergson CEO, Fjord

Key themes

•  Analyzing Android

•  Identifying opportunities for innovation

•  Deep collaboration

•  The result – Surface UI

•  Insights

Understanding the mobile UI landscape

Apple iOS: ultra simple navigation… …but lacking multi-tasking power and flexibility

Android: very flexible… …but lacking structure and self-evidency

Design Tradeoffs

Re

lativ

e P

ow

er

(fu

nc

tion

al p

erf

orm

an

ce

)

0

10

20

30

40

50

60

70

80

90

100

Application A

Application B

Familiarity (through use, experience, and training)

From introduction to adoption to domination

iSuppli, 2010

561% increase in 2010 Digitimes 

Android

iOS

Global Usage of Android and iOS in Smart Phones (Millions of Units)

Everyone is working to improve Android

Assessing best practice – HTCs Sense

Staying compliant

Teaming with Fjord

Let's Rumble…

Not just UI design, service design

Building an Andriod customization system

Sagem Wireless Surface UI

Surface Navigation •  Bring the most used objects and

interactions to the top. Encourage usage and exploration

Landscape Structure •  Differentiate embedded vs. “open”

services & apps throughout the UI

Simple Switching •  Give instant control to quickly jump

between Panes and Running Apps

single touch targets

menu

switcher

open Android surface apps

22

Connecting to the cloud…

News Database Social Networks Developer Network eCommerce

The back-end enables the experience

ODP DEMO PLAYER

System Notification

- Social network platform -  Content (news, video…)

AGGREGATION SERVER -  id -  location

Server Aggregation

Direct Aggregation

Local Aggregation

BILLING SERVERS

Google Checkout, Paypal, CC/DC, MNO billing, P-SMS…

MOBILE COMMERCE

CATALOGUES CONTENT MGT

Id, eCart, physical & digital goods

Delivery, admin…

Unlock Open

- SMS -  browser -  Direct download

CRM / MCOM View history

Buy

LIFESTREAM

Launch activity

a phone is not a phone

wow at first exposure

make it simple

the device is the service

surface what's good

thank you

Jerome Nadel jerome.nadel@sagemwireless.com

Olof Schybergson olof@fjordnet.com