there's only one screen: how to plan for users, not devices

There’s Only One Screen: How to Plan for Users Not Devices Content Strategy Applied – USA 2013

October 18, 2013

All Rights Reserved © ethology, Inc.

Consumers. The big idea. ethology

Sarah Krznarich Content Strategy Director

@krznarich

ethology

Anna Hrach Content Strategy Director @annabananahrach

ethology

Before We Begin

*Gist is accurate., but it’s not an exact quote. I can barely remember Tuesday, let alone 2010.

“Mobile First isn’t the answer. It’s incomplete.”*

- Karen McGrane & Je! Eaton Chicago, Summer 2010

Ahead of its time. NOW it’s time.

There is no mobile user.

There is no tablet user.

There is no desktop user.

There is no such thing as the “mobile use case.”

“It’s About the People, Stupid!”

There are only users.

How do we know?

The New Multi-Screen World Study

http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html

We live in a multi-screen world.

It’s true: Context drives device choice…

Device Context Computers - Keep us productive & informed - Productive, task-oriented - Serious research - Starting point for complex activities 31% out of home 69% at home

Smartphones - Keep us connected - Short bursts of time - Immediate research needs - Most common starting point for info 40% out of home 60% at home

Tablets - Keep us entertained - Entertainment & browsing - Unbound sense of time - Shopping/trip planning start point 21% out of home 79% at home

Televisions - No longer holds our full attention - Most commonly used simultaneously - Often paired with smartphone (81%) - Major catalyst for search 77% use di!erent device when watching

http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html

… but not always.

34% use device that’s closest.

And, there are two kinds of users: Sequential screen users Simultaneous screen users

Sequential Vs. Simultaneous Usage

http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html

Poll: Which Multi-Screener are You?

Who here is a:

Simultaneous screen user?

Sequential screen user?

Both?

Neither?

Who is multi-screening right now?

So, let’s talk about mobile sites.

“M” Sites Were Not the Answer

“We were wrong about ‘m’ sites.”

- Google Rep

http://www.flickr.com/photos/kaibara/2601999508/

Responsive design to the rescue!

Responsive Design is Not the Answer

Don’t get us wrong...

In theory, responsive is amazing!

We love it! You love it! Users love it!

We recommend responsive, too.

http://farm6.staticflickr.com/5137/5457033663_65a61b2b76.jpg

Used as a strategy—it’s not.

Emphasis placed on form not function.

Simpli"ed—more than how design shifts

We’re still just talking about design!

But in Practice….

http://fc07.deviantart.net/fs71/i/2012/225/7/3/safeway_fail_re_uploaded_by_jackie_foxx-d5azc1k.jpg

We think and talk about devices so much that we’ve forgotten what’s who’s behind them.

What’s The Problem with Responsive?

http://www.flickr.com/photos/adactio/6153558098/

Beware glamour over substance.

We already know from the 90s & Flash intros that a beautiful or stylized design doesn’t equal a good experience. So why apply the same foundation to responsive?

So Shiny and New…

Thanks, Sudden Clarity Clarence.

What can we do?

Put down the wireframes

Back away from the PSDs

Think about your business goals

Understand your user needs

Get Back to Basics

Start with Content Strategy

Do Don’t ●  Oversee the universal customer

experience

●  Know what your users want from their experience

●  Analyze data

●  Shift priorities

•  Make sweeping generalizations based on device

•  Forget about the “little” people

•  Eliminate options

•  Let other people dictate when “CS” is needed

Priorities can change based on device.

But sometimes they don’t.

Users don’t ask themselves if their task is best for a:

mobile experience

tablet experience

desktop experience

Users want one experience.

And they expect it to work every time.

Stop Thinking in Terms of Device

"Mobile users expect the whole internet to work correctly for their lazy asses. And that’s just "ne. It’s our job to make it work for them.”

-Brian Boyer, NPR

"Consumers want relevant, consistent and connected advertising and content experiences across their screens.”

- Microsoft Advertising

What’s On Their Screens. What’s On Their Minds: Reaching & Engaging the Multi-Screen Consumer

Map Your Customer’s Journey

- Analyzed how customers interact w/ website & apps - Typical journey: mobile web, smartphone app, tablet app, purchase - Multi-screen users 6x more valuable than single-screen shoppers

Map Your Customer’s Journey

Credit: http://cmo.com/content/cmo-com/home/articles/2013/8/15/rue_la_la_exec_multi.frame.html

Adapt to Customer’s Needs

- A/B testing conducted to enhance experiences - iOS purchases > Android purchases - Targeting is streamlined to speak to most relevant audience - Revamp approach: use supporting channels encourage multi-screening - Slow ecommerce experience

Credit: http://cmo.com/content/cmo-com/home/articles/2013/8/15/rue_la_la_exec_multi.frame.html

Adapt to Customer’s Needs

"Why slow experiences? 

Drive exploration & discovery. 

Encourage deliberate choices. 

Focus users' attention.”

- Margot Bloomstein

Appropriate, Inc.

Credit: http://cmo.com/content/cmo-com/home/articles/2013/8/15/rue_la_la_exec_multi.frame.html

CS should help drive core strategy at every step & touchpoint

Break Out of Silos

Credit: Richard Ingram - http://www.richardingram.co.uk/2010/08/approaches-to-web-content-strategy/

Who’s doing multi-screen right?

Apple (of course)

“... iAd will opt your Apple ID out

of receiving ads targeted to your

interests regardless of what

device you are using.”

No matter what device is used, pick up in the right place

Audible

iPad App iPhone App

Syncing is automatic. Available anywhere a user goes.

Evernote

Anna Hrach Content Strategy Director, ethology @annabananahrach

Sarah Krznarich Content Strategy Director, ethology @krznarich

Thank You!