2013-10-02 get going with mobile

7/27/2019 2013-10-02 Get Going with Mobile

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

Chris Wolz / Nam-ho ParkForum One Communications


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Introductions

Mobile Overview

Case Studies

Mobile Strategy

Lets get to know each other


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h"p://www.charitywater.org

1969Seoul

London

NYC

DC

Seale

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


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Who are you?

Why are you here?

What do you want to get out of thisworkshop?

What is the burning question you wantanswered?

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What do you hope to get out of the session?

I want to better understand

differences between mobile andweb, and how best to choose the

right applications.

What are the key considerations

and questions to ask at thebeginning of a mobile initiative/

campaign.

An understanding

of trends in mobilecontent design.

What's current, how to do things better

Justification for

moving forward witha mobile strategy.

Fuller understanding

of current mobile

habits and strategiesand 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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Introductions

Mobile Overview

Case Studies

Mobile Strategy

The mobile landscape in a nutshell


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Mobile Overview

Why should you care?Mobile by numbers

Mobile devices & contexts

Mobile approaches


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


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


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Photo: Nam So-Yoen, Allmynews.com 16


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


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"There is no need for

any individual to owna computer in his home"

- Ken Olsen, CEO of Digital Equipment Corporation

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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, comparedwith 27% of whites.

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

The less-educated: Some 45% of cell internetusers with a high school diploma or less mostly usetheir phone to go online, compared with 21% ofthose with a college degree.

The less-affluent: Similarly, 45% of cell internetusers living in households with an annual income ofless than $30,000 mostly use their phone to goonline, compared with 27% of those living inhouseholds with an annual income of $75,000 ormore.

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Photo: Chris Wolz

Sustained engagement

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Speed of mobile innovation

Photo: fitbit.com 23


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Mobile Overview



Mobile approaches


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25Photo: flickr - slickimages CC BY 2.0Source: Cisco Global Mobile Data Traffic Forecast Update, 20122017

The number of mobile-connected devices will

exceed the world's population in 2013

S M M k / M St l R h D t d E ti t f 9/12
http://www.flickr.com/photos/22780080@N05/http://www.flickr.com/photos/22780080@N05/http://www.flickr.com/photos/22780080@N05/


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

Global smartphone + tablet > total PCs

Shipments (2010); Installed base (2013)


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

819 million monthly active users who used

Facebook mobile products (June 30, 2013)
http://www.flickr.com/photos/22780080@N05/http://www.flickr.com/photos/22780080@N05/


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

56% of American adults have a smartphone

34% of American adults own a tablet computer

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


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


30/128This is not a phone.

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Mobile Overview



Mobile approaches


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32Credit: flickr - Xavier Encinas / CC License: BY-NC 39
http://www.flickr.com/photos/rumberodesign/http://www.flickr.com/photos/rumberodesign/


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iPad

iPhoneKindle (Paperwhite/e-ink)

Android phone

Windows phoneOther

Microsoft Surface

Kindle Fire

0 1 2 3 4 5 6

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


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C


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Credit:3flickr363MeganMorris3/3CC3License:3NC6SA

Desktop

Computers keep us

productive and

informed.

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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 home

Equally at home and work

Mostly at work

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Hardware

Interac+on

Environment

Time2(peak)

User2Focus

Orienta+on

Sensors

Desktop

big$screen

power$supplyconsistent$network

keyboard$and$mouse

si5ng$(chair$and$desk)

work$and$home

8am$:$7pm

extended$tasks

mul=:task

fixed

no

Tablet

medium&screen

ba-eryinconsistent&network

direct&touch

relaxed

home

5pm&8&10pm

short&tasks

single&task

portrait&and&landscape

yes

Smartphone

small%screen

ba+eryinconsistent%network

direct%touch

on%the%go

home,%idling,%work

all%day

short%tasks

single%task

portrait%and%landscape

yes


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http://bit.ly/18DGD2whttp://bit.ly/18DGD2w


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Mobile


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Social


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Informational


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Mobile Overview

Why should you care?

Mobile by numbers


Mobile approaches


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Mobile 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-accessedWeb 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


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Responsive Design


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Responsive Design


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Native apps vs. mobile web


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Mobile content strategy

COPE

CAPE



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


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


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COPE - Create Once Publish Everywhere

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


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Discussion

What is driving your interest in mobile?

What are barriers in your organization?

Q estionnaire Res lts


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What is driving your current interest in mobile?

I just know it is becoming more

and more the way people getinformation. 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

Weve been watching mobile

traffic to our web traffic

increase. It is the way things aremoving 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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Exercise

Who are your key audiences?

Sketch a typical user scenario


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For Key audience:

1

Storyboard: think motivations, context, information needs

2 3 4

5 6 7 8


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Introductions


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Introductions

Mobile Overview

Case Studies

Mobile Strategy

What are other organizations doing well?


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Email on mobile

ONEPew Internet Mobile Gov Blog


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

Before After


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Email on mobile


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Email on mobile


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Responsive Design62


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Responsive Design


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Responsive Design

http://www.responsinator.com/

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http://quirktools.com/screenfly/http://quirktools.com/screenfly/


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Responsive Designhttp://quirktools.com/screenfly/
http://quirktools.com/screenfly/http://quirktools.com/screenfly/


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http://bit.ly/uvD115

Responsive Design
http://bit.ly/uvD115http://bit.ly/uvD115


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Layout / grid

Navigation / buttons

Homepage

Content prioritization

3rd party applications (flash, video, etc)

Responsive Design


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Case Studies

Email on mobile

Responsive design

Mobile websitesNative apps / web apps

Mobile publication

Mobile giving

3rd party services


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Mobile websites

http://aarp.org
http://m.goodwill.org/http://m.goodwill.org/


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Native apps / web apps

The World Bank

The World Development Report iPad App


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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 benefitusers on the go?

Will audiences see enough value to download theapp and sustain usage and engagement? (Are wesatisfied with short-term usage?)

Do I have a strategy for marketing and delivery of

the app to these users?



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Case Studies

Email on mobile

Responsive design


Mobile publication

Mobile giving

3rd party services

Volkswagen


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Content

Mobile publications

Heifer International

Mobile Magazine

Annual Report


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C S di


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Case Studies

Email on mobile

Responsive design


Mobile publication

Mobile giving

3rd party services


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Mobile giving


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Mobile giving


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3rd party services


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Responsive DesignAndroid vs. iOSQuestionnaire Results


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Understanding of mobile

14%

43%

29%

14%

Mobile First

43%

29%

14%

14%

29%

14% 43%

14%

Web app vs. Native app

43%

43%

14%

29%

29%

43%

Mobile Content Strategy

1 (unfamiliar)

2

3

4

5 (well-informed)

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Discussion

What are some innovative uses of mobile

you have seen in this space?

Mobile Overview


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Case Studies

Mobile Strategy

Crafting a practical mobile strategy


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Discovery


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y

Goals 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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For Key audience:


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1

Storyboard: think motivations, context, information needs

2 3 4

5 6 7 8


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Mobile Strategy

Discovery

User workflow definition

Mobile approach

Roadmap

Mobile Approach


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Email on mobile

Responsive design

Mobile websites


Mobile publication

Mobile giving

3rd party services

pp


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Mobile Strategy

Discovery

User workflow definition

Mobile approach

Roadmap

Making the caseWe need to move to mobile because?


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Roadmap considerations

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?

Its not over: Maintenance, content updates, analytics, evaluation?


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Discussion

What is your plan for next month, quarter, year?

What do you want to report back to this group?

Goals / Case for mobile High value content


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Roadmap worksheet

Comparators / examplesKey audiences

Laundry list Prioritized listEffort Value


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Roadmap worksheet


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Further (quick) readingBooks

Content Strategy

for Mobile

Mobile First Mobile Frontier

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


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Further (quick) readingBooks

100 Things Every Designer

Needs to Know About People


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Further (quick) readingMobile thought leaders

The firehose

Mashable.com/mobile

Idealware - mobile

http://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 statistics

Pew Internet: Mobile

Cisco Mobile Traffic Forecast

Mary Meeker: Internet Trends

http://bit.ly/15DN2Og

http://bit.ly/xDc6qP

http://slidesha.re/15DMUhT


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Thank you

Chris Wolz

[email protected]

Nam-ho Park

[email protected]

@forumone http://forumone.com

2013-10-02 get going with mobile

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