Mobile for BusinessTaking world domination to

the next level …

Kelley Walker – UX/Product Manager, DMM

“Mobile is the fastest and cheapest way to reach the largest number of people. There are billions of people…who still don't have access to the Internet. Mobile presents the biggest opportunity to get them on the Internet.”

­Chris Sacca, Head of Special Initiatives, Google

“Anyone betting against the web right now is an idiot.”

- Daniel Appelquist, Co-Chair, W3C Mobile Web Initiative

Trends: Smart Phones

Nielsen Research:“We see smartphones crossing 50% of the market by the middle of 2011, roughly equal to 150 million users.”

Mobile is Compared to the web we all

know and love, the mobile web is even more fragmented due to market churn, competition, and technological and proprietary turf wars among carriers, providers, manufacturers, OS distributions, vendors, and networks.

Balkanization

Hell is other browsers

The consequence:

400 different mobile devices and 50 different browsers

Google UX for Mobile, Leland Rechisa: mobile web is balkanized.

We must optimize for a variety of devices, browsers, languages, carriers, countries, cultures, contexts of use.

Contextual Web The way someone interacts with the web has to do with the context: where she is, who she’s

with, what she’s trying to do, etc.

Mobile Complexity • Challenge• Not insurmountable• Solutions need to meet user needs

and goals• Account for constraints of technology

Solutions: Standards

• Semantic markup• Standards• Validation• Target browsers and devices• Progressive enhancement • Content based workflow• Prototype, test, iterate

Solutions: Planning

• Create a solid foundationupon which to build for oursister sites and future iterations

• Optimize microformats for third partymashups

• SEO

Security • Protect our leads:

• 1. MD5 hash• 2. Hidden form field

Solution: Map Usability

• Dan Allen implemented abeautiful solution for mappingthe dealers using Google Maps’ API

• With first time use, the user is given the option of using the map in the browser OR using the Google Maps API (except iPhones)

• Mapping meets the needs of our ‘urgent now’ customers

SEO • SEO for mobile is wide-open• Most mobile sites don’t use SEO• Implemented pared down SEO

approach: title and description• Optimized content, alts, and title tags

for keywords and variety of keywords• Semantic markup and microformats

will go a long way toward building solid SEO foundation for future mobile development

Metrics • The most important part of

web development, especiallymobile web development, is shortdevelopment iterations followed bytesting.

• To that end, we’re implementing Omniture and Yahoo analytics

Market Share: Smart Phone Brands

Opportunities: Shopping, Browsing, Research

Source: Compete, Inc. 1/2010 http://multivu.prnewswire.com/mnr/compete/41839/

Opportunities: Demographics

Users: now now now

according to research from Google, mobile users are alwaysin the ‘now”. They are:

• repetitive now• bored now• urgent now

which one are you?

Repetitive Now • these users do the same

thing over and over, checking on facebook, twitter, ebay, stock news

• design: keep clickness low• dev: use accesskeys and tabindex• Q: how can our sites meet the

context and needs of these uers? can we? should we?

Bored Now • these users have a few minutes

to spare• potentially lucrative audience: time to

kill, money to /willing to spend• design: enhance site stickiness• Q: how can our sites meet the

context and needs of these users? can we? should we?

Urgent Now • have a problem or crisis & want

answers immediately• design: keep clickness low; findable,

easy to read• development: use accesskeys &

tabindex• Q: how can our sites reach these

uers? can we?

Poka Yoke

Reduce, reduce, reduce