Introduction

This isn’t going to be a story about Microsoft’s return to dominance. Nor is it going to be the story of Microsoft’s failure to compete in the smartphone space. These mobile wars have only just begun and despite the advantage enjoyed by Apple and Google, there is no end in sight. In another twelve months we will see fierce competition from HP, Microsoft and Nokia. There’s a lot at stake, and no company is willing to give up the opportunity to own the next-PC market without a hell of a fight. Today is the beginning of Microsoft’s fight.

In the old days, when Microsoft tried to deliver a prettier UI it would just add lots of blue and make everything huge. That’s how we got XP. We never really lost the blue or hugeness, they were just made more refined through the years.

Windows Phone 7 is a significant departure from anything Microsoft has ever done in the past, from a UI standpoint that is. In my opinion it’s more beautiful than anything else on the market today - including Apple’s iOS. That’s a big statement for anyone to make about Microsoft, a company that has tried so very hard to prevent Apple’s increasing market share but always seemed to be at least one step behind in the user experience department. The Windows Phone 7 user experience is a big enough step forward to not only build a lot of faith in Microsoft’s mobile strategy, but also to give hope that future versions of the Xbox and desktop Windows OSes may be just as impressive.

The underlying architecture is well engineered, high performing and extremely efficient - a testament to the fact that Microsoft continues to employ some of the world’s most talented software engineers. Microsoft’s engineering talent is often masked by the bureaucracy of a company with nearly a hundred thousand employees and multiple billion dollar businesses, but it exists.

From a technical standpoint, Microsoft has never lagged Apple. In many cases, features Apple offered in its Macs were first enjoyed by Windows users. Where Microsoft fell short was in delivering these features in the cleanest way possible. The focus was on functionality, not the best way to use it. I continue to believe that anything you can do on a Mac you can do on a PC, it’s just the manner in which you do it that separates the two. Apple’s growing marketshare is testament to the notion that a significant portion of the population doesn't want to do it Microsoft’s way.

With Windows, Microsoft had to worry about legacy. It had to worry about maintaining a very large existing user base. With Windows Phone, Microsoft began with a clean slate. And it doesn’t disappoint.

Not the King, but a Start

I’ll say it now. Flipping through pages upon pages of square app icons just isn’t the most efficient way to do it. Folders help reduce the clutter, but they don’t fundamentally address the problem.

Microsoft had a similar problem back in Windows 3.x. You had a desktop, groups of application icons and the application icons themselves. Microsoft addressed the growing problem of managing tons of application icons by introducing the Start Menu. You had a way of getting access to frequently used applications without a lot of searching, and you could get to everything else without any clicking.

Apple never really tried the Start Menu approach but it achieved similar functionality in its desktop OSes. OS X gives you access to frequently used applications via the dock and for everything else you can either use Finder to navigate to them or Spotlight to search for them. Apple attempted to bring these features to iOS, but unfortunately not all of them translated well.

Using the system-wide search to launch applications doesn’t work as well on the iPhone simply because typing takes a lot longer on a smartphone than on a desktop/notebook. The dock is nice but it’s not nearly as wide on the iPhone. I’ve got 21 icons in my dock on my MacBook Pro, but you’re limited to 4 on the iPhone.

When you unlock your iPhone or Android phone you’re dropped into what’s effectively your smartphone desktop. In iOS, that’s just a collection of app icons with a 4-icon dock at the bottom. Android gives you more of a modern desktop with icons and optional widgets. Windows Phone 7 effectively drops you into the first layer of a start menu - that’s your desktop.

Microsoft calls it the Start screen. It’s a two page screen. The first page has a collection of square and rectangular tiles. These can be links to applications, web pages or even Bing Maps directions. The tiles can also link to Hubs, which are collections of applications and data under a common genre (e.g. the Xbox Live Hub is where you’ll find all of your games).

By default, the first four tiles are the same on all Windows Phones: Phone, People, Messaging and Email.

The next four are open for carrier customization. Carriers/OEMs can choose to populate as many of the next four as they’d like. While Microsoft won’t enforce a clean install on every Windows Phone, it does ensure that anything your carrier/OEM installs on top of the OS can be uninstalled. My Samsung Focus for example came with a bunch of AT&T apps. Not only can they be unpinned from the start menu, they can also be completely uninstalled. Carriers get the option to differentiate, but users get the option to say no, it’s a win-win situation. If you do a factory reset of your phone however, it will restore the phone to its original state - which will include reinstalling carrier/OEM installed apps.


An example of an OEM installed app


...and the list of AT&T installed apps on the Samsung Focus

The start screen is completely customizable. You can change the order of the tiles and remove any or all of them if you’d like. I found Microsoft’s start screen to be more useful than the default home screen on both Android or iOS. There’s less clutter and more of what you use most frequently is front and center. It’s like the left hand side of your Start Menu in Windows, except instead of automatically populating based on frequency of use it’s static. I suppose at some point we might see a more dynamic Start screen in Windows Phone. The only complaint I really have is that the camera tile isn’t there by default, but a quick pin later and all is well with the world.

The Windows Phone UI is built primarily to be used in portrait mode. While many apps will rotate to landscape, the intended use is in portrait. To deal with the obvious width limitations of a portrait phone, Microsoft made it very clear that nearly every app is wider than a single screen. While Android and iOS treat each screen as a discrete page, Windows Phone gives you a little preview of the next page to help convey the wider-than-visible UI. As far as how it works, the experience couldn’t be more natural. Virtually all apps implement this wide UI, including the start screen.

 

The start screen is the most traditional of multi-page UIs in Windows Phone. There’s a little animated arrow in the top right telling you that there’s more to be found at the next screen. Tap the arrow or flip the page and you’ll get to the second page of the Start screen: a list of all of your apps on the phone. There’s nothing more to it, just a simple list of everything on the phone. The GPU accelerated UI makes scrolling through the list super fast and smooth. And to be honest, a list of apps in alphabetical order is a lot simpler to navigate through than pages of app icons. I suppose eventually Microsoft may have to introduce another organization element to the app list (nested folders anybody?), but for now it works well.

Embarrassingly Smooth
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  • bplewis24 - Thursday, October 21, 2010 - link

    You call it smooth running and functional, which is fine. That doesn't dissuade me and the OP from feeling it is ugly and off-putting. You even say it doesn't have to be cluttered eye candy, but the review claims it is the most beautiful UI he has ever seen. The thing is big blue blocks. It is exactly what he explained on the first page that Windows typically does with any refresh of their OS: "make it bigger and bluer."

    It is definitely ugly, but if you only care about how functional and fast it is, then you will love it. I admit that I can't stand iOS cluttered eye-candy style either, so I'm with you on that. Give me functional, customizable and sleek and I'm in heaven. Glad somebody already figured out how to do that.

    Brandon
    Reply
  • geniekid - Thursday, October 21, 2010 - link

    In my opinion, it's quite good looking and better than the default home screen on my HTC Incredible.

    Like you said, it's all a matter of taste. I will put myself out there and say the guy who thinks the "6 year old crackberry looked better" probably has poor taste.
    Reply
  • Smilin - Monday, October 25, 2010 - link

    It is the most beautiful UI I've seen. Mind you I've SEEN it. Have you? Screenshots don't do it justice. You have to see it moving and the text shifting in parallax. It's eerily 3D.

    iPhone and Android are beautiful too....if you're a Windows 3.1 progman.exe fan.
    Reply
  • gstrickler - Friday, October 22, 2010 - link

    It may be simple and functional, but that doesn't mean it has to be boring and ugly. I'm a huge proponent of simple and functional, but that screen looks like something out of the late 80's or early 90's. The tiles have too little to differentiate them from each other. A little use of color and better contrast would make it a lot clearer and faster to identify the icons, and it would look better.

    Note to MS, hire a usability consultant and put some of your graphic designers to work (I know you have graphic designers). It shouldn't look like just like Windows 7, but it definitely shouldn't look like it comes from Windows 2.0
    Reply
  • inighthawki - Thursday, October 21, 2010 - link

    That "ugly" home/start screen interface is one of the main reasons I'm interested in WP7. The other smartphone interfaces I've seen from others like iOS and Android are nothing more than glorified and eye-candy enhanced versions of every other phone out there IMO. And as someone who owns a Zune HD which has a very similar interface, I can tell you that it works really well, and is very nice. Reply
  • bplewis24 - Thursday, October 21, 2010 - link

    There is no eye candy in Android. It's basically a blank slate desktop background. And obviously it's no surprise that a Zune HD user would prefer the Windows Phone 7 UI. It's also not a surprise you use subjective and vague justifications for your preference :) Reply
  • inighthawki - Friday, October 22, 2010 - link

    I don't see why I have to justify a subjective decision. The bottom line is "I like it" and my entire point was that just because the OP thinks it's the ugliest home screen they've ever seen, there are people like myself that not only like it, but actually dislike the style they do. I am not trying to force my opinion on anyone. Reply
  • Smilin - Monday, October 25, 2010 - link

    I agree with you FWIW. Reply
  • cknobman - Thursday, October 21, 2010 - link

    I agree 100%

    Gigantic big colored tiles? Seriously?

    What a waste of space and an overly boring-bland appearance!!!
    Reply
  • Guspaz - Thursday, October 21, 2010 - link

    I agree, the WP7 UI looks horrendous to me. Giant space-wasting bland UI components.

    My biggest concern is how HUGE the tiles are. Anand complained about iOS/Android cluttering screens with app icons, but it seems to me like WP7 will be incredibly worse.

    Reducing the number of tiles on the screen so that you can only view 6 full tiles at a time, as WP7 has done (the bottom two tiles appear cut off in pictures) is a huge limitation. The iPhone displays 20 icons.

    If I've got 50 apps, and I'm not using folders, an iPhone will give you three screens to scroll through. Android, I assume is similar. Windows phone 7 seems to require something like 8... And the lack of some sort of folder or grouping support is only going to make this worse.

    My prediction is that, if WP7 takes off and starts getting a decent number of apps, they're going to have to rethink the home UI or it'll be unusable.
    Reply

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