Thanks to Geetika Agrawal and Jooyoun Paek of R/GA for their intriguing talk last night. Here are some highlights:

• Mobile is huge and expected to grow. 6 billion mobile devices out of 7 billion people in the entire world!
• 2010 was the year smartphones outnumbered pcs.
• It’s important to understand the context of use.
• Identify the primary behavior.
• Examples of apps that have focused feature sets: Farenheit app, Talking carl, Skyview, Photosynth, Flight track, Evernote, Converse app.
• The magic happens when you combine inputs / outputs.
• Strategize launch, then promote and reward use (example Foursquare launched at sxsw).
• Optimize.
• Avoid feature creep.
• Review your analytics — features that are not used, don’t be afraid to kill them. Then you can launch new features.
• Watch out for overweight.
• Mobile app or hybrid? not one right answer.

Mobile considerations
• Responsive design
• Create a default reference design
• Single column layouts
• Collapsable nav

Native app considerations
• Consistent logic and data
• Identify all dependencies
• Visual interface variations
• Userflows and sitemaps for one device, then break it out to the others
• Use standard layouts / formats
• Trend is custom ui — native ui not bad choice
• Dont forget about the meta experience
• Check out Mobilewebbestpractices.com
• App needed to take advantage of native hardware i.e. accelerometers