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Microsoft unveiled the new Windows Mobile 7 Series on Monday morning in Barcelona. The new device sports a revamped user interface that resembles the look of the Zune HD music player. Microsoft has taken a new approach for the UI design for the new phone, while also working to develop a user experience that focuses on the end-user and their unique attributes. Joe Belfiore, VP of Program Management & Design, discussed the strategy and thought process behind the design of the new 7 Series phones at the launch in Barcelona, Spain.

The new phones have moved away from individual apps to a more content based, integrated experience. To accomplish this Microsoft created what they call “hubs” as an alternative to apps that integrate information from multiple online sources integrating content from different silos. These hubs are arranged as tiles on the start screen and are fully customizable to be unique for each users needs. Microsoft’s Gian Wilson discusses some hub examples on Todd Bishops Microsoft Blog including the Games and People hub, which pull together information from Xbox Live, Facebook, Windows Live, and other sources. Much of this thinking is very similar to the way we’ve been thinking about content and how people browse for and consume content.

Also According to Todd Bishop’s blog Microsoft will be using the Windows Live ID system as a log-in for the device at the system level, meaning that users won’t need to log-in to various services like Xbox Live individually, they will already be logged in via the system. This is one more part of the integrated experience that will allows users to easily get the content they want and get back to living their lives.

Another cool feature, which Microsoft Product Manager JP Wollersheim demonstrates during an interview with CNN, is the Wi-Fi sync capabilities. When you come in contact with your wireless network the Windows 7 Series phone will automatically sync with your computer pulling in new music, videos, and pictures depending on your pre-existing settings.

Vicky Tamaru wrote an article last summer on AllBusiness called, “How to Make an iPhone Killer.” Vicky believed Microsoft had technology to develop the next big thing to rival the iPhone. So the next time you see her on the street talking through a brick of a phone, you’ll have an idea of what she’s been waiting for.