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The Move to Mobile
Kathleen Caldwell, Pine Tree Legal Assistance Abhijeet Chavan, Urban InsightGwen Daniels, Illinois Legal Aid OnlineLiz Keith, Pro Bono Net
2012 TIG Conference
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Road Map
1. How are clients using mobile phones?2. What is a mobile strategy -- and why do you
need one?3. Optimizing mobile content 4. Mobile apps 5. SMS / text messaging 6. Q&A
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Defining “mobile” • Mobile websites – Websites with layout, content, and design optimized for
browsing on mobile devices.
• Mobile “apps” – Downloadable applications that run on a smartphone or mobile device.
• SMS/text messaging – Text messages to/from a mobile phone. Limited to 160 characters.
• Other mobile strategies - multi-media messaging (MMS), mobile advertising, integrated voice response (IVR)
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So long, landlines
• Which state has the most cell-phone only households?
A. MississippiB. IowaC. California
Phossil / Flickr
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So long, landlines
In 10 states, at least 30% of adults rely solely on cell phones
• Mississippi • Arkansas• Colorado• Idaho• Kentucky• Nebraska• North Dakota • Oklahoma • Oregon • Texas
Source: Centers for Disease Control and Prevention, Wireless Substitution, 2009
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Cell Phone & Smartphone Adoption by Household Income
What % of adults in households with incomes less than $10,000 have cell phones?
a. 52%b. 66%c. 74%d. 81%
What % of adults in households with incomes less than $10,000 have smartphones?
a. 18%b. 21%c. 28%d. 34%
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Cell Phone & Smartphone Adoption by Household Income
What % of adults in households with incomes less than $10,000 have cell phones?
c. 74%
What % of adults in households with incomes less than $10,000 have smartphones?
b. 21%
Source: Pew Internet & American Life Project, 35% of American adults own a smartphone 2011
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Going mobile
• What % of web traffic came from mobile devices in 2011?
A. 3%B. 7%C. 15%
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Source: Pew Internet & American Life Project, 35% of American adults own a smartphone 2011
Smartphone ownership
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How are people using their devices?
Source: Pew Internet & American Life Project, Americans and their cell phones 2011
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How are people using their devices?
Total U.S. Mobile Subscribers (Smartphone & Non-Smartphone) Ages 13+Source: comScore MobiLens
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“25% of Smartphone owners are Mobile-only
Users”
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How are people using their devices?
“Smartphone owners under the age of 30, non-white smartphone users, and smartphone owners with
relatively low income and education levels are particularly likely to say that they mostly go online
using their phone.”
Source: Pew Internet & American Life Project, 35% of American adults own a smartphone 2011
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Developing a Developing a Mobile StrategyMobile Strategy
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Mobile LawHelpMobile LawHelp
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Project Background
2011 TIG to Montana Legal Services Association, with project partners Colorado Legal Services, Northwest Justice Project and Pro Bono Net
Montana: large, rural state 560 miles E to W, 320 miles N to S
Few private lawyers in rural areas to assist; “no” rural pro bono lawyers
MLSA: few offices and staff - 6 “offices”
MontanaLawHelp.org!
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Partners looked at client usage of mobile devices for finding online information
• Do client use mobile devices for online legal information?
• What types of mobile devices are they using?
Client surveysPartner staff anecdotal data
Clients use smartphones to access online information
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Partners agreed that building with a focus on smartphones was appropriate
• Pro Bono Net: technological design and development
• MLSA/CLS/NJP: content template development
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Development approach
• Development consistence of two pieces– The Core Web Application Delivery– The Content Delivery (example, resources and
Organization from LawHelp)• In the LawHelp CMS, admins will have the option to tag
and configure content for display on the mobile version• Developing mobile-specific resource templates• Available to all 27 LawHelp states after a pilot stage in
MT this spring
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Design Previews
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Open AdvocateOpen Advocate
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Mobile AppsMobile Apps
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Why Mobile Apps?
•Exponential growth in smartphone use
•Opens up access to native phone features like contacts, GPS, maps apps, accelerometer, network states
•Opens up another way to reach users via App stores
•Depending on the app, can support offline modes
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How We Did It
•Start with content and other data in the statewide website platform
•Build a mobile interface using CSS, JavaScript, and HTML5, with jQuery Mobile
•Bridge the two using JSON to transfer data in and out
•Use PhoneGap to connect via JavaScript to native functionality
•Add PhoneAnalytics to interact with Google Analytics
•Wrap in a native app wrapper
•Sign and submit the app
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Illinois Legal Aid App
60505
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Illinois Pro Bono App
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Legal Aid News AppUses Custom Google News
feeds to create custom
newspaper for legal aid news
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Legal Aid Finder App
•Allows users to find a local legal aid office by state
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Content Considerations
•Work with what you have
•Simple, short is ideal for mobile
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Content Considerations
•May need to restructure existing content
•A mobile app isn't the same as a mobile web site; it doesn't have to have all your content
•Some formats (HotDocs) don't work on mobile
•Some formats (Flash and video) require extra work to make mobile-ready
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Tech considerations
•Think about how the app integrates with other systems: Analytics, feedback, content management, website
•Plan if and how you will support offline users
•Plan for ongoing support
•Review the app developer guidelines
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Lessons Learned
• Identify the purpose of the app, what content it will use as early in the process possible
•Pay attention to the landscape-what was true when we started wasn't when we ended
•There is no such thing as cross-platform apps; each platform has its quirks
•Mobile devices are a lot slower than computers
•Test on a real device as early as possible
•Plan for the launch
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Mobile app vs. Mobile website
Cost Comparisons
App development Website Development
100 – 200 hours 10-20 hours
$10,000 - $20,000 $1,000-$2,000
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Volume of content vs. Specific function
Mobile App Mobile web
“We can satisfy 80% of traffic with 25-30 pieces of our content.”
Deliver a large portion of your content.
“Do one thing well.”
Need to do some reconfiguration to satisfy smaller devices.
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Developer Considerations
• App frameworks where HTML was 10 years ago
•New versions of Android and iOS since ILAO app went on Apple shelves in October 2011
•Technology behind mobile websites much more developed and stable
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Apps vs. WebSummary
Mobile Apps Mobile WebsitesOff-line access Less expensive to develop
Only way to access native phone functionality
Older, therefore, more developer-friendly development environment
Newest and coolest Can accommodate more content
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Resources• http://www.phonegap.com-provides connection between JavaScript
and native phone functions
• http://www.jquerymobile.com-provides user interface framework
• http://developer.apple.com-Apple's developer portal; $99 per year
• http://www.android.com/developers-Android developer portal; $25 to publish
• http://www.illinoislegalaid.org/apps
• http://www.illinoisprobono.org/apps
• http://itunes.apple.com/app/id482957565?mt=8 -Legal Aid News
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CitizenshipWorks.orgCitizenshipWorks.orgSMS Pilot and Mobile AppSMS Pilot and Mobile App
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CitizenshipWorks.org
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National Immigration Legal Services Directory
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► Users can text a keyword, e.g. “CitizenshipWorks,” to a short code to subscribe.
► Then text their zip and address to get info about nearest provider
► Information provided will use data from the Immigration Legal Services Directory and include a link to Citizenshipworks.org
► Campaign can be tied to specific outreach activities – e.g. ad on bus can use a different keyword, or a keyword in different language
CitizenshipWorks SMS Pilot
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► Ongoing messaging and segmenting can help track user’s needs and progress
► Pilot is using the Mobile Commons M-Data platform (http://www.mobilecommons.com)
► PBN is developing an interface between the Immigration Legal Services Directory and Mobile Commons platform to provide up-to-date data
► Funded by the Knight Foundation
► Launching in spring 2012 in English and Spanish in targeted cities
CitizenshipWorks SMS Pilot
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► Mobile application to provide access to the CitizenshipWorks Immigration Legal Services Directory and information about the naturalization process, e.g., Q&A piece to test user’s familiarity with the civics questions or practice English.
► Launching mid-2012 in English and Spanish
► Funded the Knight Foundation
► Contact Matthew Burnett, IAN Director, to learn more: [email protected]
CitizenshipWorks Mobile App
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ResourcesResources• Pew Internet & American Life Project http://pewinternet.org• comScore Digital Omnivores,
http://www.comScore.com/DigitalOmnivores • LSNTAP’s Mobile Web Guide
http://lsntap.org/Mobile_Web_Developer_Intro• Mobile Active - http://www.mobileactive.org• Mobile Commons - http://www.mobilecommons.com• Technology Initiative Grants (TIG) – http://tig.lsc.gov
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Please Submit Your Session Evaluation
http://svy.mk/TIGEval from your laptop, smartphone, or tablet
Session Title:The Move to Mobile:
Mobile Web, Native Apps and Mobile Strategies
Or Enter This Session Code:MMMW
(You can also still submit a paper evaluation.)