the mobile mindset

The Mobile MindsetEllen Deketele

howest.be

Friday 15 November 13

www.howest.be/english

Hello!

The Mobile MindsetWhat is mobile?

How do we use mobile devices to consume news?

How to create a mobile experience?

What is ‘mobile’ ?

Mobile computing• A generic term describing one’s ability to use

technology in mobile environments.

• Taking a computer and all necessary !les and software out into the !eld.

Mobile computing• A generic term describing one’s ability to use

technology in mobile environments.

• Taking a computer and all necessary !les and software out into the !eld.

mobile device

Mobile devices

• Laptops

• PDA’s (= Personal Digital Assistant)

• Smartphones

• Tablets

• Wearables (e.g. smartwatches)

Mobile devices

• Laptops

• Smartphones

• Tablets

New technology!

Mobile devices

• Laptops

• Smartphones

• Tablets

New technology!

Mobile devices

• Laptops

• Smartphones

• Tablets

New technology!

Smartphones & tablets

Wearables

Mobile devices• Display screen with touch input and/or a

miniature keyboard

• Many manufacturers

• Operating System (OS) + various apps

• Mostly equipped with wi!, bluetooth, GPS, ...

The user

Digital device ownership:

• laptop/desktop: 80%

• smartphone: 51%

• tablet: 20%

The user

Digital device ownership:

• laptop/desktop: 80%

• smartphone: 51%

• tablet: 20%

The user• Multi-tasking

• Central part of our daily live

• Used everywhere

• Staying fully connected

The user• Multi-tasking

• Central part of our daily live

• Used everywhere

• Staying fully connected

Mobile devices have become so important to

consumers that 13% would rather give up their TV

than their mobile device.

Last insights for mobile• 9 of 10 phones sold are smartphones

• Tablet shipment grew 400% in 2011

• More mobile devices are activatedeach day than babies born

• by 2013 more people will accessthe web through a mobile devicethan through a computer.

Last insights for mobile• App use is omnipresent

• Mobile users are avid video watchers

• They are frequent social networkers

Last insights for mobile• App use is omnipresent

• Mobile users are avid video watchers

• They are frequent social networkers

Integrate mobile in your business plan!

Mobile & News

I know, it’s a cliché ...

Mobile technology

54% of news consumers get news through at least one digital web-based device

Desktop experience was built around search ...

Mobile & News• News is a substantial part of what people do

• Desktop/laptop: 70%• Smartphone: 51%• Tablet: 56%

• Reputation or brand of a news organization

• Just 9% follow news recommendations from social media

• Different news behavior than desktop/laptop

News & Apps

The elements of the mobile experience

Mobile user experience

... encompasses the user’s perception and feelings before,

during and after their interaction with your mobile

presence using a mobile device.

The elements• Functionality

• Information Architecture

• Content

• Design

• User input

• Mobile context

• Usability

• Trustworthiness

• Feedback

• Help

• Social

• Marketing

FunctionalityThis has to do with tools and features that enable users to complete tasks and achieve their goals.

Prioritize and present core features

Offer relevant mobile-only features

Include features that are relevant to the business

category

Information ArchitectureThis has to do with arranging the functionality and content into a logical structure to help users !nd

information and complete tasks.

Information ArchitectureThis has to do with arranging the functionality and content into a logical structure to help users !nd

information and complete tasks.

•Present links to main features on the home page

•Navigate with as few taps as possible

•Provide navigational cues

•Use concise, clear, consistent and descriptive labels

ContentContent is the various type of material in different

formats, such as text, images and video, that provide information to the user.

ContentContent is the various type of material in different

formats, such as text, images and video, that provide information to the user.

•Present an appropriate and balanced mix of content

•Use multimedia when it supports the user’s tasks

•Always give users the control over multimedia content

•Ensure that content is mobile appropriate

DesignThis has to do with the visual presentation and

interactive experience of mobile, including graphic design, branding and layout.

DesignThis has to do with the visual presentation and

interactive experience of mobile, including graphic design, branding and layout.

•Design for glanceablity and quick scanning

•Maintain visual consistency

•Guide users

•Consider portrait and landscape orientation

User inputThis has to do with the effort required to enter data, which should be minimized on mobile devices and

not require the use of both hands.

User inputThis has to do with the effort required to enter data, which should be minimized on mobile devices and

not require the use of both hands.

•Limit input to essential fields

•Display default values wherever as possible

•Offer alternative input mechanisms

•Consider offering auto-completion, spellcheck, ...

Mobile contextA mobile device can be used at anytime, anywhere.

The mobile context is about the environment and circumstance of usage.

Mobile contextA mobile device can be used at anytime, anywhere.

The mobile context is about the environment and circumstance of usage.

Use device features and capabilities to anticipate

and support the user’s context

Use location to identify where the user is and to

display relevant nearby content and offers

UsabilityThis is the overall measure of how well the information architecture, design, content and other elements work

together to enable users to accomplish their goals.

UsabilityThis is the overall measure of how well the information architecture, design, content and other elements work

together to enable users to accomplish their goals.

Make it clear to the user what can be selected,

tapped or swiped

Ensure that touch targets are appropriately sized

and well spaced to avoid selection errors

Follow conventions and patterns to reduce the learning curve

TrustworthinessThis relates to the level of con!dence, trust and

comfort that users feel when using a mobile website or app. Privacy and security are the top 2 concerns

among users.

TrustworthinessThis relates to the level of con!dence, trust and

comfort that users feel when using a mobile website or app. Privacy and security are the top 2 concerns

among users.

Do not collect or use personal information without

the explicit permission of the user

Make it easy for users to control their information

Clearly present your business practices

Don’t break the user’s flow

FeedbackThis has to do with the methods for attracting the

user’s attention and displaying important information.

FeedbackThis has to do with the methods for attracting the

user’s attention and displaying important information.

Minimize the number of alerts

Keep alerts brief and clear, explaining what caused

the alert and what the user can do.

Provide feedback and confirmation

HelpThis relates to the options, products and services that are available to assist the user in using the

website or app.

HelpThis relates to the options, products and services that are available to assist the user in using the

website or app.

Make it easy for users

Offer multiple ways to get support

Present a quick introduction video or tutorial

SocialThis relates to content and features that create a sense of social participation, that enable user interaction and

facilitate sharing on established social networks.

SocialThis relates to content and features that create a sense of social participation, that enable user interaction and

facilitate sharing on established social networks.

Create and maintain a presence on social networks

Integrate social networking features

Invite users to generate content

Provide mobile offers that can be shared and go viral

MarketingThis has to do with the methods by which a user

!nds a website or app and the factors that encourage repeated usage.

MarketingThis has to do with the methods by which a user

!nds a website or app and the factors that encourage repeated usage.

Email campaigns should include a link to view the

message in a mobile friendly format

Promote your app on as many channels as possible

(TV, radio, print, ...)

Prompt the user to rate and review the app or to

share it on social networks

• Content

• Design

• User input

• Mobile context

• Usability

• Trustworthiness

• Feedback

• Help

• Social

• Marketing

• Content

• Design

• User input

• Mobile context

• Usability

• Trustworthiness

• Feedback

• Help

• Social

• Marketing

Do it yourself

Work"ow

• Step 1: app de!nition statement• Step 2: de!ne audience and user needs• Step 3: brainstorm mobile opportunities• Step 4: storyboard• Step 5: paper prototyping

Do it yourself

“Create an app to consume news”

Define objectives; the app definition statement should clearly express the problem or opportunity of the app. And it should make clear what a good solution would

accomplish.

“Making a list with good intentions is easy but often hard to accomplish. This app will help and support you

to reach your goals.”

App Definition Statement

Define audience and user needs

Brainstorm mobileopportunities

Storyboard

Paper prototyping

Thank you!

http://www.businessinsider.comhttp://www.smashingmagazine.com

http://stateofthemedia.org/http://www.wikipedia.org/

http://www.thinkwithgoogle.org/http://www.ofcom.org.uk/

http://www.newmediatrendwatch.com/

Ellen.Deketele@howest.be@pixeldimensions

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