getting going with mobile (what your users really want!)

Getting Going with Mobile (What Your Users Really Want!)

Chris Wolz / Nam-ho ParkForum One Communications

IntroductionsMobile Overview

Case StudiesMobile Strategy

Let’s get to know each other

h"p://www.charitywater.org

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20082009

Seoul

London

NYC

DC

Sea1le

Rabat

Hanoi

Yay!

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Forum One Communicationshttp://www.forumone.com

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Staff

Founded

Experience

Expertise

60 staff in DC, Seattle, San Francisco

1996 by 3 policy analysts and web enthusiasts

More than 1,500 projects for more than 500 clients

Web strategy, User Experience, Open Source Development, Mobile, Support and Growth

‣ Who are you?

‣ Why are you here?

‣ What do you want to get out of this workshop?

‣ What is the burning question you want answered?

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What do you hope to get out of the session?

“I want to better understand differences between mobile and web, and how best to choose the right applications.”

“What are the key considerations and questions to ask at the beginning of a mobile initiative/campaign.”

“An understanding of trends in mobile content design.”

“What's current, how to do things better”

“Justification for moving forward with a mobile strategy.”

“Fuller understanding of current mobile habits and strategies and a few action items.”

Questionnaire Results

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What areas of are you most interested in?

“Responsive considerations across OS platforms.”

“MMS, varying platforms for mobile marketing.”

“What's hot and what's up and coming”

“Responsive web design.”


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The mobile landscape in a nutshell

Mobile OverviewWhy should you care?

Mobile by numbersMobile devices & contexts

Mobile approaches

Photo: http://www.prospectmagazine.co.uk/2009/11/diary-5/13

http://www.prospectmagazine.co.uk/2009/11/diary-5/

http://www.prospectmagazine.co.uk/2009/11/diary-5/

Photo:: http://www.kylebean.co.uk/portfolio/#mobileevolution 14

http://www.kylebean.co.uk/portfolio/#mobileevolution

http://www.kylebean.co.uk/portfolio/#mobileevolution

Photo: Nam So-Yoen, Allmynews.com 16

Photo: http://www.boston.com/bigpicture/2011/11/egypt_erupts_with_fresh_protes.html 17

http://www.boston.com/bigpicture/2009/06/irans_disputed_election.html

http://www.boston.com/bigpicture/2009/06/irans_disputed_election.html

"There is no need for any individual to own a computer in his home"

- Ken Olsen, CEO of Digital Equipment Corporation

18

Seen your email traffic lately?

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Mobile internet usage trend

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“Mostly-mobile” internet users‣ Non-whites: Among those who use their phone to

go online, six in ten Hispanics and 43% of African-Americans are cell-mostly internet users, compared with 27% of whites.

‣ Young adults: Half of cell internet users ages 18-29 mostly use their cell phone to go online.

‣ The less-educated: Some 45% of cell internet users with a high school diploma or less mostly use their phone to go online, compared with 21% of those with a college degree.

‣ The less-affluent: Similarly, 45% of cell internet users living in households with an annual income of less than $30,000 mostly use their phone to go online, compared with 27% of those living in households with an annual income of $75,000 or more.

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Photo: Chris Wolz

Sustained engagement

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Speed of mobile innovation

Photo: fitbit.com23



Mobile approaches

25Photo: flickr - slickimages CC BY 2.0Source: Cisco Global Mobile Data Traffic Forecast Update, 2012–2017

The number of mobile-connected devices will exceed the world's population in 2013

http://www.flickr.com/photos/22780080@N05/


26

Source: Mary Meeker / Morgan Stanley Research. Data and Estimates as of 9/12Photo: Unknown

Global smartphone + tablet > total PCsShipments (2010); Installed base (2013)

27Photo: Flickr - Ed Yourdon CC BY-NC-SA 2.0Source: Facebook

819 million monthly active users who used Facebook mobile products (June 30, 2013)



28Photo: flickr - Ed Yourdon CC BY-NC-SA 2.0Source: Pew Internet (May 2013)

56% of American adults have a smartphone34% of American adults own a tablet computer

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60% of US cell owners access internet,52% send/receive email on their phones

Source: Pew Internet (Sept 2013)Photo: stringberd (Flickr) 39

http://www.flickr.com/photos/stringberd/

http://www.flickr.com/photos/stringberd/

This is not a phone.30



Mobile approaches

32Credit: flickr - Xavier Encinas / CC License: BY-NC 39

http://www.flickr.com/photos/rumberodesign/

http://www.flickr.com/photos/rumberodesign/

iPadiPhone

Kindle (Paperwhite/e-ink)Android phone

Windows phoneOther

Microsoft SurfaceKindle Fire

0 1 2 3 4 5 6

Do you have and use any of these devices? (7 Responses)


34

35

Credit:3flickr363MeganMorris3/3CC3License:3NC6SA

Desktop

“Computers keep us productive and informed.”

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36

Credit:3flickr363Yourdon3/3CC3License:3NC6SA

Smartphone

“Smartphones keep us connected.”

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37Credit: flickr - shareski / CC License: NC-SA

Tablet

“Tablets keep us entertained.”

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Do you have and use any of these devices? (7 Responses)


33%

67%

Mostly at homeEqually at home and workMostly at work

38

39

Hardware

Interac+onEnvironment

Time2(peak)User2Focus

Orienta+onSensors

Desktop

big$screenpower$supplyconsistent$networkkeyboard$and$mousesi5ng$(chair$and$desk)work$and$home8am$:$7pmextended$tasksmul=:taskfixedno

Tablet

medium&screenba-eryinconsistent&networkdirect&touchrelaxedhome5pm&8&10pmshort&taskssingle&taskportrait&and&landscapeyes

Smartphone

small%screenba+eryinconsistent%networkdirect%touchon%the%gohome,%idling,%workall%dayshort%taskssingle%taskportrait%and%landscapeyes

We also multi-screen by using more than one device simultaneously

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66%66%

Multi-screen worldNew Multiscreen World Study (Google) http://bit.ly/18DGD2w

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http://bit.ly/18DGD2w

http://bit.ly/18DGD2w

41Mobile

42Social

43Informational



Mobile approaches

45Mobile First

Luke Wrobowski

“When a team designs mobile first, the end result is an experience focused on the key tasks users want to accomplish without the extraneous detours and general interface debris that litter today's desktop-accessed Web sites. That's good user experience and good for business.”

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‣ Understanding mobile constraints ‣ Taking advantage of mobile capabilities

‣ Organizing navigation

‣ Prioritizing content

‣ Optimizing for mobile interaction

‣ Mobile inputs & forms

‣ Layout that make sense

Mobile First

47Responsive Design

48Responsive Design

49Responsive Design

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50Native apps vs. mobile web

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‣ Mobile content strategy

‣ COPE

‣ CAPE

Mobile content strategy

Find example

CONTENT

EMAIL

INTRANET

SOCIAL MEDIA

MICROSITES

MOBILE WEBWEBSITE

PRINT

TABLET APPS

MOBILE APPS

BLOGS

52Mobile content strategy

Karen McGrane http://www.slideshare.net/KMcGrane/adapting-ourselves-to-adaptive-content-12133365

http://www.twitter.com/daniel_jacobson


http://www.slideshare.net/KMcGrane/adapting-ourselves-to-adaptive-content-12133365

http://www.slideshare.net/KMcGrane/adapting-ourselves-to-adaptive-content-12133365


Daniel Jacobson http://blog.programmableweb.com/2009/10/13/cope-create-once-publish-everywhere/



http://blog.programmableweb.com/2009/10/13/cope-create-once-publish-everywhere/


54COPE - Create Once Publish Everywhere






DiscussionWhat is driving your interest in mobile?What are barriers in your organization?

What is driving your current interest in mobile?

“I just know it is becoming more and more the way people get information. Want to make sure we are thinking about it.”

“Despite living in poverty, most of the [users] we serve use mobile devices (primarily phones). We need to understand how best to reach them through the devices they use.”

“All other stakeholders, including donors, are on mobile devices.”

“It's taking over the world – literally”

“We’ve been watching mobile traffic to our web traffic increase. It is the way things are moving and it is important.”


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What are challenges in your organization making better use of mobile?

“Cost.”

“Keeping the content up to date and well curated.”

“No budget.”

“Limited communications staff (me).”

“Limited internal capacity”

“Budget and the approval process.”

“Slow adoption by some users.”

“Small staff.”


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ExerciseWho are your key audiences?

Sketch a typical user scenario

For Key audience:

1

Storyboard: think motivations, context, information needs

2 3 4

5 6 7 8



What are other organizations doing well?

Case StudiesEmail on mobile

Responsive designMobile websites

Native apps / web appsMobile publication

Mobile giving3rd party services

66Email on mobile

ONEPew Internet Mobile Gov Blog

67Email on mobile

http://www.nten.org/articles/2012/the-age-of-mobile-email-has-arrived-are-you-ready

Before After

68Email on mobile

69Email on mobile

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‣ Single column

‣ Clear branding / header image

‣ Big text for quick scanning

‣ Images for better click-thrus

‣ Housekeeping in the footer

Email on mobile

72Responsive Design

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73Responsive Design

74Responsive Design

http://www.responsinator.com/

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http://quirktools.com/screenfly/


75Responsive Design




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http://bit.ly/uvD115

Responsive Design



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‣ Layout / grid

‣ Navigation / buttons

‣ Homepage

‣ Content prioritization

‣ 3rd party applications (flash, video, etc)

Responsive Design

Mobile websites79

80

http://m.goodwill.org http://m.concern.net

Mobile websites

http://m.montereybayaquarium.org

http://m.goodwill.org


http://m.concern.net

http://m.concern.net



81Mobile websites

http://cancer.org



82Mobile websites

http://aarp.org



83Mobile websites

http://npr.orghttp://m.npr.org





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‣ Line between responsive, mobile web, native app is blurring

‣ Audience-centric

‣ Use case focus

Mobile websites

86App Typology / Goals

One-way push• General info / news• Guides• Awareness / campaigns• Information lookup

Two-way interaction• Donation / fundraising• Citizen engagement• Coordinating /

volunteering

Many-to-many interaction• Issue-focussed

community• Crowdsourced data

gathering / sharing

Stand-alone• Monitoring / tracking• Fun / branding

87Native apps / web apps

Seattle Art MuseumGauguin & Polynesia iPhone App


Center for Strategic & International Studies iPhone App


The World BankThe World Development Report iPad App


Native App• Quick, rich and interactive• Takes advantage of rich phone

features (camera, GPS, accelerometers etc)

• Launches immediately - no internet connection needed

• More investment• Requires specialized skills -

harder to maintain• Download to install, update• Separate versions for each OS

Good for rich interactivity and security (games, specialized apps)

Mobile Web• Slower with limited interactivity• Internet connection needed• Less interactivity - works

through browser

• Less investment• Requires web skills - easier to

maintain• Updates instantly• One code to for all OS

Good for access to general information

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‣ Is the goal for the app clearly defined? Who is the audience? What do you want them to do?

‣ Do I have high value content/service that will benefit users on the go?

‣ Will audiences see enough value to download the app and sustain usage and engagement? (Are we satisfied with short-term usage?)

‣ Do I have a strategy for marketing and delivery of the app to these users?

Native apps / web apps

94

‣ Content

Mobile publications

Heifer InternationalMobile Magazine

VolkswagenAnnual Report

95Mobile publications

97Mobile giving

98Mobile giving

Network for Good / Donate Now

99Mobile giving

PayPal

100Mobile giving

1023rd party services

DiscussionMobile web app, native app?

Responsive design?Mobile emails, mobile pubs?

What is your approach / experience?

Does your organization have... (4 Responses)

Responsive design

Mobile website

Mobile app

Mobile email

0 1 2 3


106

Understanding of mobile

14%

43%29%

14%

Mobile First

43%

29%

14%

14%

Responsive Design

29%

14% 43%

14%

Web app vs. Native app

43%

43%

14%

Android vs. iOS

29%

29%

43%

Mobile Content Strategy

1 (unfamiliar)2345 (well-informed)


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DiscussionWhat are some innovative uses of mobile

you have seen in this space?



Crafting a practical mobile strategy

Mobile StrategyDiscovery

User workflow definitionMobile approach

Roadmap

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DiscoveryGoals How does mobile align with your mission?

What does success look like?

Audiences Who are you trying to reach?How do they interact online / on mobile?

Content What content is most valuable to the audiences?How can you optimize your content for multiple devices / channels delivery?

Comparators What are industry best practices?What are best practices in our space?

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DiscoveryAudiences Surveys, interviews

Focus groupsPersonas

Content Content audit, content inventoryServer logsContent strategy for mobile

Comparators Email templatesResponsive designInnovative apps


User scenarioMobile approach

Roadmap

For Key audience:

1

Storyboard: think motivations, context, information needs

2 3 4

5 6 7 8



Roadmap

118

‣ Email on mobile

‣ Responsive design

‣ Mobile websites

‣ Native apps / web apps

‣ Mobile publication

‣ Mobile giving

‣ 3rd party services

Mobile Approach

119

One-way interaction• General Info / News• Guides• Awareness / Campaigns• Information Lookup• Fun / Branding

Two-way interaction• Donation / Fundraising• Citizen Engagement• Coordinating / Volunteering

Many-to-many interaction• Issue-focussed Community• Crowdsourced Data gathering /

sharing

Stand-alone tools• Monitoring / tracking

Mobile Apps



Roadmap

121Roadmap considerations

‣ Making the case We need to move to mobile because…?

‣ Doing your research Goals, audience, content, comparators?

‣ Forming a teamWho is the champion? Who is your team?

‣ Schedule and budgetWhat are time and budget constraints that will influences decisions?

‣ Choosing strategy, platform, vendorWhat is the best platform for our needs? Who can build it? What should I ask?

‣ Evaluation, planning for the futureWhat does success look like?It’s not over: Maintenance, content updates, analytics, evaluation?

DiscussionWhat is your plan for next month, quarter, year?What do you want to report back to this group?

123Roadmap worksheet

Goals / Case for mobile

Comparators / examplesKey audiences

High value content


Laundry list Prioritized listEffort Value


What’s your plan?

One month One quarter One year

who who who

what what what

132

Further (quick) readingBooks

Content Strategy for Mobile

Mobile First Mobile Frontier

New Multiscreen World Study (Google) http://bit.ly/18DGD2w

133

Further (quick) readingBooks

100 Things Every Designer Needs to Know About People

134

Further (quick) readingMobile thought leaders

The firehoseMashable.com/mobile

Idealware - mobilehttp://mashable.com/mobile/http://bit.ly/15DNRXr

Karen McGranehttp://bit.ly/15DNzzX

Luke Wroblewskihttp://bit.ly/15DND2A

Scott Jensenhttp://bit.ly/15DNEDF

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Further (quick) reading

Key statisticsPew Internet: Mobile

Cisco Mobile Traffic ForecastMary Meeker: Internet Trends

http://bit.ly/15DN2Oghttp://bit.ly/xDc6qPhttp://slidesha.re/15DMUhT

136

Thank you

Chris [email protected]

Nam-ho [email protected]

@forumone http://forumone.com

getting going with mobile (what your users really want!)

Technology