mobile deep dive - 2012 asae annual meeting

Mobile Matters: !A Deep Dive

Reggie Henry, CAE!Chief Information Officer!ASAE

What We’ll Cover

Trends

Background

Background

Evolution of Networks

(People and Technological)

Evolution of Content

Evolution of “Personal”

Technologies

Background: Evolution

Defining Characteristics!!• Authoritarian!• Top Down!• Static!• One to many

Evolution of

Content

Evolution of Content

Defining Characteristics!!• Authority and User

Generated!• Networked!• Dynamic!• Many to many

Evolution of Content

Evolution of

Content

The world is changing the way it communicates.

The world is changing the way content is created, filtered, consumed, shared, rated……

There is a group of folks, largely (but not entirely) defined by generation, who communicate differently. They have always communicated differently.

That’s what this is REALLY all about!

Evolution of Networks

(People and Technological)

Evolution of Networks - People

Evolution of Networks

(People and Technologic

Evolution of Networks - Technology

1983 1990 2002

4G - 2012

Evolution of “Personal”

Technologies

Evolution of Personal Technologies

19731996

2002NOW!

Evolution of Networks

(People and Technological)

Evolution of Content

Evolution of “Personal”

Technologies

Mobile: The fuel for change.

So, what is mobile?

Although both smartphones and tablets are considered mobile, increasingly, people use them differently.

• Convenience!• Save Time!• Waste Time!• Social!• Simple

• Broad Content Consumption!• Desktop-like expectations,

with mobile flair!• Social!• Complex

So, what is mobile?

Who is Mobile?

http://blog.nielsen.com/nielsenwire/online_mobile/generation-app-62-of-mobile-users-25-34-own-smartphones/

Trends

Prediction…

Prediction…

A year early!

Evolution of Mobile Access

Predictions for 2015• There will be nearly one mobile device per capita by 2015.

There will be over 7.1 billion mobile-connected devices—approximately equal to the world’s population in 2015 (7.2 billion)!

• Two-thirds of the world’s mobile data traffic will be video by 2015. Mobile video will more than double every year between 2010 and 2015.!

• Mobile-connected tablets will generate as much traffic in 2015 as the entire global mobile network in 2010!

• There will be 788 million mobile-only Internet users by 2015. The mobile-only Internet population will grow 56-fold from 14 million at the end of 2010 to 788 million by the end of 2015.

Cisco Visual Networking Index: Global Mobile Data!Traffic Forecast Update, 2010–2015

This is Different!!!

…and then there’s this!!

iPad Adoption is Crazy!

! TOP MOBILE INTERNET TRENDS Matt Murphy / Mary Meeker – 2/10/11 http://www.slideshare.net/kleinerperkins/kpcb-top-10-mobile-trends-feb-2011

But from a !business perspective !

why should I care?!

!It’s just a media

consumption device, right?

So, What?

My first portable computer - 1986COMPAQ Portable ll!Price:! $4999!Weight: ! 26 Pounds!CPU:! Intel 286 @ 8 MHz!RAM:! 640k!Storage:!20Meg hard drive!Display:! 9 Inch monochrome!! 80 x 25 text!Ports:! 1 parallel, 1 serial, 1 CGA!

My present portable computer - 2012iPAD 2!

Price:! $699!Weight: ! 1.35 Pounds!CPU:! 1GHz dual-core !RAM:! 64GB!Storage:! (in RAM)!Display:! 9.7 Inch!! 1024x768 resolution!Ports:! 30-pin dock connector!

My first portable computer - 1986

My present portable computer - 2012

COMPAQ Portable ll!Price:! $4999!Weight: ! 26 Pounds!CPU:! Intel 286 @ 8 MHz!RAM:! 640k!Storage:!20Meg hard drive!Display:! 9 Inch monochrome!! 80 x 25 text!Ports:! 1 parallel, 1 serial, 1 CGA!

iPAD 2!Price:! $699!Weight: ! 1.35 Pounds!CPU:! 1GHz dual-core !RAM:! 64GB!Storage:! (in RAM)!Display:! 9.7 Inch!! 1024x768 resolution!Ports:! 30-pin dock connector!OS:! iOS 5

Let’s see…!

1024 MHz = 1 GHz, so….!

WOW! That’s about 125 times

faster!

My first portable computer - 1986

My present portable computer - 2012

COMPAQ Portable ll!Price:! $4999!Weight: ! 26 Pounds!CPU:! Intel 286 @ 8 MHz!RAM:! 640k!Storage:!20Meg hard drive!Display:! 9 Inch monochrome!! 80 x 25 text!Ports:! 1 parallel, 1 serial, 1 CGA!

iPAD 2!Price:! $699!Weight: ! 1.35 Pounds!CPU:! 1GHz dual-core !RAM:! 64GB!Storage:! (in RAM)!Display:! 9.7 Inch!! 1024x768 resolution!Ports:! 30-pin dock connector!OS:! iOS 5

…and !1024 MB = 1 GB,

so….! That’s about

3,200 times more workspace and

storage!

This IS a computer!

How do people feel about their mobile devices?

Quick Survey

What mobile devices do you use?

How To Vote via Texting

1. Standard texting rates only (worst case US $0.20)!2. We have no access to your phone number!3. Capitalization doesn’t matter, but spaces and spelling do

TIPS

22333

22333

EXAMPLE

How To Vote via Web

Capitalization doesn’t matter, but spaces and spelling doTIP

EXAMPLE22333

So how do I think about this?

1024 x 768

320 x 480

Now What?

Or even worse, now what?

So how do I think about this?

Strategy Considerations

The Mobile Mindset

Mobile First = User Needs First!It’s, ultimately, a re-imagining of how our content fits our users needs. Just think about what Mobile First really implies. “What tasks make sense to the user?” “What does the user want?” “What is going to be most relatable to the user?” All of these things are focused on the personal nature of the experience.

Jason Grigsby, Vice President, Mobile and Web Strategist!Cloud Four, Inc.

The Mobile Mindset

When designing for mobile platforms, one has to be much more careful about selecting content and interactions for a given screen or app state than on the web or desktop.!!Global navigation is often limited or absent. Menus, toolbars, and other navigation elements usually have strict limits on the number of items they can provide. So ensuring that users have access to all the functions they need (and none they don’t), and that they can find their way out of a given app state, is crucial.

Thoughts on user experience design by Dmitry Nekrasovski

Mobile “user experience” design is, in many ways, an act of curation.

The Mobile Mindset

Mobile USAGE is Different!

Think!

Presence at the Point of Need!

The Mobile Mindset

Mobile First = User Needs First!

The Mobile Mindset

Extraneous

The Mobile MindsetMobile First = User Needs First!

The Mobile MindsetMobile First = User Needs First!

Strategy Considerations

Apps vs. Mobile Web

What’s an App?

• Apps are device specific and leverage native features on smartphones/tablets!

• Usually look and interact in “cooler” ways than mobile web…for now!

• How do you know? Apps are usually accessed via an online app store like Apple’s App Store, BlackBerry’s App World, or the Android Market

What’s the Mobile Web?

• Mobile web is accessed via a browser on the device!

• Typing the URL on the mobile browser brings up a mobile formatted version of a traditional website!

• Many ways to approach mobile web!• Different presentation of main site (good place to start)!

• Fully mobile-designed version (end game)

Apps v. Mobile Web

Apps v. Mobile Web

Mashable Tech, Sam Laird!http://mashable.com/2012/06/06/mobile-site-mobile-app-infographic/

Apps v. Mobile Web

Mashable Tech, Sam Laird!http://mashable.com/2012/06/06/mobile-site-mobile-app-infographic/

First time there's been a decline in mobile web usage as compared to app usage....hmmm....and the gap

is widening!

When Do We Get Apps?

How Do People Get Apps?

Strategy Considerations

Responsive Design

Responsive Design

What is Responsive Web Design?!Responsive web design is the term given to the concept of designing and developing a website so that the layout changes depending on the device/viewport on which the website is being viewed. The term 'Responsive Web Design' was coined by its creator, Ethan Marcotte.

Responsive Design

I dubbed this pattern "mostly fluid" because the core structure of the layout really doesn't change until the smallest screen width. Instead, the design mostly relies on fluid grids to adapt to a variety of screen sizes

Multi-Device Layout Patterns!by Luke Wroblewski

Fluid Grid

Responsive Design

Multi-Device Layout Patterns!by Luke Wroblewski

Column Drop

Another popular pattern starts with a multi-column layout and ends up with a single column layout, dropping columns along the way as screen sizes get narrower. Unlike the Mostly Fluid pattern, the overall size of elements in this layout tend to stay consistent. Adapting to various screen sizes instead relies on stacking columns

Responsive Design

Multi-Device Layout Patterns!by Luke Wroblewski

Layout Shifter

This pattern does the most to adapt across different screen sizes. That is, different layouts are used on large, medium, and small screens. Because this inherently requires more work, it seems to be less popular than the previous two patterns I outlined.

http://www.netmagazine.com/features/50-fantastic-tools-responsive-web-design

Responsive Design

Other Tools

Mobile Development Tips

• Focus is key!

• Provide a link to the full site in the app or mobile site!

• Leverage how devices might be used!

• Don’t make searching hard!

• Keep it light

Mobile Development Tips

• Think about multiple sizes!

• Stay away from flash!

• Auto-detect!

• Write for mobile—consider the content!

• Look into HTML 5

Strategy Considerations

Content Considerations

Why people use the web

• Answer questions!

• Perform tasks!

• Satisfy goals!

• It’s about their needs—not ours.

How Users Read on the Web

• Visitors don’t read—they skim/scan!

• They are quickly assessing credibility and looking for the answer to their question!

• F-pattern. Reading horizontally first, then lower.

How Users Read on the Web

Content Considerations

Mashable Tech, Sam Laird!http://mashable.com/2012/06/06/mobile-site-mobile-app-infographic/

Writing for the Web(review)

• Scannable layout using headlines and sub heads!

• Concise text-1/2 or less of what you’d use in print. If it’s possible to cut a word-cut it.!

• Use objective language-be clear!

• Lead with information carrying words!

• Inverted pyramid approach

• Write to your readers level!

• Avoid Jargon or blah blah text- Orwell’s Rules!

• Keep a consistent conversational tone!

• Short and simple pages, paragraphs and sentences!

• Stay reader-focused—both human and search readers

Writing for the Web(review)

Writing for Handhelds

• Like writing for the web only amplified!

• Not all of your content needs to go mobile!

• 108% harder to understand information when reading from a mobile screen ~ Jakob Nielsen!

• Added ‘context’ layer-what do your members need when they’re on the go?

How micro?

• “Short is too long for mobile”!

• Headlines and subheads-60 characters max!

• Links 1-3 words!

• Rely on cut and defer

Mobile and Social Content

• Increasingly, web, mobile and tablet content is integrated with social media!

• Social content is similar to mobile—it’s micro format and personal!

• Consider the impact of video

Content on Tablets

• Personalization—life management devices not just work management devices!

• Nexus of print design and web design-look at Flipboard and Zite!

• Meta app versus single focused task app

Strategy Considerations

Mobile Contexts

Mono-context Multi-context

• Location!

• Locomotion!

• Immediacy!

• Device Capabilities/Constraints!

Mobile Contexts

Mobile Context: Location

Intentional Serendipity

Location based social serendipity

My ASAE Technology Colleagues

Can we help our members have “not so chance” encounters?

I really need some help with this cloud computing

thing…

The LBS BreakdownThree categories of location based services from Pew Internet Study!

• Geo-social services (Foursquare, Gowalla, Facebook Places, and other places to check in)!

• Driving directions, search results, location-based reviews and other location-focused content!

• Social media location awareness-such as location enabled tweets or geo-tagged Flickr photos

Adoption of LBS

According to Pew Internet Trust,!Younger adults are more likely to!use these services, as are those!in households making at least!$75,000 per year.

How can associations use LBS?

• Create places for your association or conference !

• Have members or staff post a tip to FourSquare !

• What offline value can you attach to social value (e.g. Mayorship)?

Create a Facebook Place

Leverage location

What services do you provide that would benefit from location awareness?!

• Member directory?!

• Maps to your events?!

• App location awareness?!

• Here are some association examples

Association Examples

ASAE’s beta mobile site !Driving directions to events!Associations ‘around me’

Association ExamplesHouston Association of Realtors

Association ExamplesAmerican Sailing Association

Association ExamplesAmerican Lifeguard Association

Association ExamplesAmerican Heart Association: Walking Paths

Mobile Context: Locomotion

How do I design for this situation?!!- Better have easily accessible navigation!- Better have “small” content!- Better GET TO THE POINT!

Mobile Context: Immediacy

Two of the defining characteristics of mobile devices is ALWAYS ON and ALWAYS CONNECTED. Users expectations are colored by this. So mobile must:!!• Load quickly!• Meet the users need quickly!• Remember what I was doing quickly!

Mobile Context: Device

Can I take advantage of: !• Cameras!• Location Awareness!• Device Orientation!• Other Apps

What do I do about:!• Screen Size!• “Uneven” Internet Access!• User Familiarity with Device

Capabilities

Constraints

Mobile Device Management is a MUST!

Final Thoughts - Q & A!

!

Thank You for Your Time and Attention