So, I was watching this video co-produced by HP, Adobe, and Microsoft yesterday…
…and I was struck by one thing: they still don’t get it.
And by it, I mean the iPad specifically, but in a more general sense I mean humans.
Like, check this screen shot:
This is how Adobe, HP, and Microsoft imagine that you want to edit photos on a mobile device.
The problem is, there’s hardly any photo on screen to edit. Look at all that surrounding interface! A browser bar, a browser tab bar, a massive tool panel, scroll bars (that aren’t even required!), and then big, fat, black bars on either side of the photo.
There’s more interface here than photo!
For comparison sake, I snagged a screen shot of Adobe’s Photoshop.com Mobile iPhone photo editing app:
Not as if that makes sense or anything; I mean, filling the screen with the photo you’re editing and kicking the interface to the curb?
Even though these two screen shots demonstrate the exact same application – Adobe’s Photoshop.com – they clearly demonstrate the difference between Apple’s approach to mobile computing and the approach that just about everyone else is taking.
While it’s true that Adobe is responsible for the user interfaces in both screen shots, it’s important to examine the constraints that they experienced in designing each.
For the interface demonstrated in the first screen shot, on the HP device, Adobe was limited only by what its own proprietary media platform, Flash, could do. In other words, that’s Adobe’s version of an ideal mobile photo editing environment.
In the second screen shot, for the iPhone app, Adobe had to conform to Apple’s iPhone human interface guidelines. That’s why such a different app was produced.
I think of it this way: there are two parts to every sentence in the English language, the subject and the predicate. Apple’s mobile philosophy focuses on the subject – the person or thing which the sentence is about. In most cases that would be the person using the device or the material on the device they’re dealing with.
The other guys focus on the predicate aspect of mobile computing. They focus on the aspect of the situation that modifies the experience of the user. In most cases that is the software or the device itself.
So if I write a sentence like, “Sue edited the photo on her mobile device,” Apple would be concerned with the primary subject, Sue.
On the other hand, Adobe, Microsoft and HP would clearly focus on the mobile device and its software.
The result in the latter approach is an overabundance of technology. In the first screen shot, there’s definitely too much interface. The app has decided not to consider the needs of the user and instead just sort of pukes out everything it’s got in terms of functionality, cluttering the screen with a distraction of visual detritus.
Apple’s iPhone, on the other hand, provides the user with what he or she wants, as he or she requires it. Toolbars disappear off-screen when they’re not required for use. They don’t hang around to distract in perpetuity.
In many iPhone apps, there is literally no interface. Consider this screen shot from the acclaimed iPhone writing app, WriteRoom:
Compare that to Microsoft’s take on mobile word processing:
I’ll skip past the horrid green skin and just point out that, even on a miniscule screen, Microsoft believes you need as almost as much interface as subject area. And that’s just wrong.
The point of the matter is that, as Apple continues to release revolutionary new devices, first the iPhone and soon the iPad, competitors continue to miss the point. It isn’t about the device at all. That’s why Apple’s physical design is so minimalist, and it’s why they don’t pump the tech specs in their ads.
It’s about friction. Apple is all about reducing the friction a person experiences when they interact with a technological environment.
Until the other guys figure that out and quit drowning us in over-designed user interfaces and dramatic device forms, Apple’s just going to continue kicking their collective ass.