What’s Your Mobile Strategy?Mobile Strategy?

WITI Summit June 2, 2013

Who am I?

• Amanda McConnell

• Head of Product, Rent.com

• Previously Sr Director of User Experience at ReachLocal, Inc.

• Developed comprehensive mobile strategies for both.

• Built Responsive and m. sites and mobile apps.

• 13 years in Internet, 7+ years with social and mobile technologies.

Responsive Design

When to go Responsive

• Majority of traffic comes from search (SEO / SEM)

• Primary work flow is based on a visit from search

• Templated site (articles, events, products)

• Content intensive

• Your m. site is not cutting it

Pros & ConsGood

• Single code base• Change once, apply everywhere• No download required, less breakage• SEO benefit

Challenging• Design intensive• QA intensive• Requires optimization • Early stage (ads are not responsive yet; html 5 wrapped native apps are awkward)

Designing for Responsive

From Patty Toland’s 2012 WITI mobile workshop presentation on Responsive Design.

Testing Responsive

38%

28% 26%

Who does it well?

Apps

Activity1) Groups of 3 - 42) Write down one thing your phone has replaced for each letter of the alphabet.

* Thank you to Crystal Washington for this activity

Which device?

• Sensor driven (Fitness, health)• Voice based• Alerts• Augmented Reality

WearablePhone• Location Based • Social• High Engagement• Instantaneous

Tablet• Media Rich• Shopping• Browse-able content

Ready to build

In House• Mobile centric business model • Design Centric / Highly Interactive• Rapid Iterations• Expensive (Mobile developers start at $100K)• Learning curve

Outsource• Extension to core business • Experience & Expertise• Can be cost effective• If offshore, have an onshore Product Manager and / or UX Designer

To start you will need Robust API Scalable Backend

VS.

Do you need a Website?

Do they?

Now is the time

* From KPCB Internet Trends 2013

Mobile TechnologyPauline Alker / a la Mobile

FoodAlexa Andrzejewski / Foodspotting

GeneticsLinda Avey & Anne Wojcicki / 23andMe

PetsKarine Nissim Hirschhorn & Aaron

Hirschhorn / Dog Vacay

Mobile PaymentsCarol Realini / Obopay

EventsJulia Hartz / Eventbrite

Personal FinanceAlexa von Tobel / Learnvest

ParentingSoleil Moon Fyre & Kara Nortman /

Moonfrye

ShoppingSusan Lyne / Gilt

Women in mobile

Thank youAmanda McConnell

@zorstagwww.linkedin.com/in/zorstagwww.linkedin.com/in/zorstagwww.linkedin.com/in/zorstagwww.linkedin.com/in/zorstagwww.linkedin.com/in/zorstag

Appendix

• Eric Qualman Mobilenomics - http://www.youtube.com/watch?v=GRiwUCXPo8U&feature=share&list=UULC9cX5GntaQmTSF6hTqrzA

• KPCB Internet Trends 2013 - http://www.slideshare.net/kleinerperkins/kpcb-internet-trends-2013

• Patty Toland - Filament Group - www.filamentgroup.com

• Crystal Washington - http://crystalwashington.com/