the web you were used to is gone. architecture and strategy for your mobile content. (v2)
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image: flickr.com/photos/gregoryjordan
the web you were used to is gone @albertatrebla
THE WEB YOU WERE USED TO IS GONEArchitecture and strategy for your mobile content
alberta soranzo | @albertatrebla
the web you were used to is gone @albertatrebla
REMEMBER THE INTERNET?
image: wtfjeans.com
the web you were used to is gone @albertatrebla
THE INTERNET IS IN YOUR PANTS
image: wtfjeans.com
the web you were used to is gone @albertatrebla
WHAT IS MOBILE?
image: huffingtonpost.com (Alamy)
the web you were used to is gone @albertatrebla
MOBILE USAGE STATISTICS
• 86% of mobile internet users use their device while watching TV.
• By 2014, mobile internet usage will overtake desktop internet usage.
• Adults spend more time on mobile media than they do on newspapers and magazines combined.
source: pocketyourshop.wordpress.com
the web you were used to is gone @albertatrebla
MOBILE ONLY PAGEVIEWS
the web you were used to is gone @albertatrebla
image: flickr.com/photos/guidedbycthulhu
WHAT IS MOBILE?
the web you were used to is gone @albertatrebla
MOBILE WEB STATISTICS
• 99% of smartphone owners use their mobile browser at least once a day.
• 46% of consumers will NOT return to a mobile site that is not working properly.
• 39% of business do nothing to make site mobile-ready.
• 74% of consumers will wait 5 seconds for a web page to load on their mobile device before abandoning the site.
• 18% of all web traffic in the U.S. is mobile traffic. That number skyrockets to 24% in Africa, and 30% in Asia. This is up 192.5% since 2011.
source: pocketyourshop.wordpress.com
the web you were used to is gone @albertatrebla
MOBILE ONLY USERS
source: mobithinking.com
the web you were used to is gone @albertatrebla
MOBILE SEARCH STATISTICS
• 95% of mobile users use their devices for local search.
• 52% of all local searches are done from a mobile device.
• 9 out of 10 mobile phone searches result in a purchase or visit.
• 3 out of every 5 searches are conducted on a mobile device.
source: pocketyourshop.wordpress.com
the web you were used to is gone @albertatrebla
DIRECTV
the web you were used to is gone @albertatrebla
DIRECTV
the web you were used to is gone @albertatrebla
DO YOU HAVE A WEBSITE?
“You need to get your content onto mobile devices. Period.” — Karen McGrane
the web you were used to is gone @albertatrebla
WHO DECIDES WHAT MATTERS?
image: flickr.com/photos/d_space
the web you were used to is gone @albertatrebla
MOBILE IS SOCIAL
image: flickr.com/photos/strandloper/
the web you were used to is gone @albertatrebla
MOBILE ONLY FACEBOOK
source: allfacebook.com
the web you were used to is gone @albertatrebla
HOW WE USE THE INTERNET
“If people want to do something on the internet, they will want to do it using their mobile device. Period.” — Karen McGrane
the web you were used to is gone @albertatrebla
WHAT ABOUT CONTEXT?
image: flickr.com/photos/kattebelletje/
the web you were used to is gone @albertatrebla
WHAT ABOUT CONTEXT?
image: flickr.com/photos/piblet
the web you were used to is gone @albertatrebla
ONE SITE
the web you were used to is gone @albertatrebla
MANY DEVICES
the web you were used to is gone @albertatrebla
image: flickr.com/photos/cannedtuna
THERE IS NO SUCH A THING AS MOBILE IA
the web you were used to is gone @albertatrebla
WHAT IS IA?
The structural design of shared information environments.
source: en.wikipedia.org/wiki/Information_architecture
the web you were used to is gone @albertatrebla
CROSS-CHANNEL IA BLUEPRINT
image: tylertate.com/blog/2012/02/21/cross-channel-ia-blueprint.html
the web you were used to is gone @albertatrebla
image: journalofia.org/volume1/issue1/02-brugnoli/jofia-0101-02-brugnoli.pdf
TOUCHPOINTS MATRIX
the web you were used to is gone @albertatrebla
WHAT DOES IA DO?
IA interprets information and expresses distinctions between signs and systems of signs and involves the categorization of information into a coherent structure.
source: en.wikipedia.org/wiki/Information_architecture
the web you were used to is gone @albertatrebla
DESKTOP
the web you were used to is gone @albertatrebla
TABLET
the web you were used to is gone @albertatrebla
MOBILE
the web you were used to is gone @albertatrebla
image: Android Design Patterns
STRUCTURE AS DESIGN PATTERNSWAYFINDING
the web you were used to is gone @albertatrebla
MOBILE PATTERNS - HYERARCHY
source: uxbooth.com
the web you were used to is gone @albertatrebla
MOBILE PATTERNS - HYERARCHY
the web you were used to is gone @albertatrebla
MOBILE PATTERNS - HUB & SPOKE
source: uxbooth.com
the web you were used to is gone @albertatrebla
MOBILE PATTERNS - HUB & SPOKE
the web you were used to is gone @albertatrebla
MOBILE PATTERNS - NESTED DOLL
source: uxbooth.com
the web you were used to is gone @albertatrebla
MOBILE PATTERNS - NESTED DOLL
the web you were used to is gone @albertatrebla
MOBILE PATTERNS - TABBED VIEW
source: uxbooth.com
the web you were used to is gone @albertatrebla
MOBILE PATTERNS - TABBED VIEW
the web you were used to is gone @albertatrebla
MOBILE PATTERNS - BENTO BOX
source: uxbooth.com
the web you were used to is gone @albertatrebla
MOBILE PATTERNS - BENTO BOX
the web you were used to is gone @albertatrebla
MOBILE PATTERNS - FILTERED VIEW
source: uxbooth.com
the web you were used to is gone @albertatrebla
MOBILE PATTERNS - FILTERED VIEW
Filter Filter
the web you were used to is gone @albertatrebla
image: flickr.com/photos/10ch
MANAGING INFORMATION TO CREATE MEANINGSENSEMAKING
the web you were used to is gone @albertatrebla
CONTENT = INFORMATION
“Typically information foraging must be analysed as decision making under uncertainty”
— Peter Pirolli
the web you were used to is gone @albertatrebla
CONTENT = INFORMATION
“A strong information layer is the key to cross-channel success”
— Andrea Resmini and Luca Rosati
the web you were used to is gone @albertatrebla
WAYFINDING FOR SENSEMAKING
the web you were used to is gone @albertatrebla
THERE IS NO SUCH A THING AS MOBILE CONTENT STRATEGY
image: abookapart.com
the web you were used to is gone @albertatrebla
THE CHALLENGE
the web you were used to is gone @albertatrebla
ADAPTIVE CONTENT
• Reusable• Strong structure• Independent of presentation layer• Metadata • Content Management System (CMS)
the web you were used to is gone @albertatrebla
ADAPTIVE CONTENT
the web you were used to is gone @albertatrebla
REUSABLE CONTENT
the web you were used to is gone @albertatrebla
STRUCTURED CONTENT
NEWSLETTERSIGNUP
PROGRAM 1(50 WORDS MAX)
PROGRAM 2(50 WORDS MAX)
PROGRAM 2(50 WORDS MAX)
GLOBAL NAVIGATION AND SERVICE LINKS SEARCH
LOGO AND SLOGAN
MAIN NAVIGATION
CAROUSEL PHOTO
FEATURED PRODUCT 1 (3 WORDS MAX)
FEATURED PRODUCT 2 (3 WORDS MAX)
PUB SEARCH
SLIDE TITLE (10 WORDS MAX)
SLIDE TEASER (50 WORDS MAX)
ASK THE EXPERT(100 WORDS MAX)
TOPIC CENTER(10 LINKS x 4 WORDS MAX)
HEALTH CARE REFORM(100 WORDS MAX)
SPOTLIGHT(100 WORDS MAX)
PROGRAM 1(50 WORDS MAX)
PROGRAM 2(50 WORDS MAX)
PROGRAM 2(50 WORDS MAX)
NEWS(5 LINKS x 10 WORDS MAX)
the web you were used to is gone @albertatrebla
STRUCTURED CONTENT
NEWSLETTERSIGNUP
PROGRAM 1(50 WORDS MAX)
PROGRAM 2(50 WORDS MAX)
PROGRAM 2(50 WORDS MAX)
GLOBAL NAVIGATION AND SERVICE LINKS SEARCH
LOGO AND SLOGAN
MAIN NAVIGATION
CAROUSEL PHOTO
FEATURED PRODUCT 1 (3 WORDS MAX)
FEATURED PRODUCT 2 (3 WORDS MAX)
PUB SEARCH
SLIDE TITLE (10 WORDS MAX)
SLIDE TEASER (50 WORDS MAX)
ASK THE EXPERT(100 WORDS MAX)
TOPIC CENTER(10 LINKS x 4 WORDS MAX)
HEALTH CARE REFORM(100 WORDS MAX)
SPOTLIGHT(100 WORDS MAX)
PROGRAM 1(50 WORDS MAX)
PROGRAM 2(50 WORDS MAX)
PROGRAM 2(50 WORDS MAX)
NEWS(5 LINKS x 10 WORDS MAX)
the web you were used to is gone @albertatrebla
STRUCTURED CONTENT
the web you were used to is gone @albertatrebla
STRUCTURED CONTENT
NEWSLETTERSIGNUP
GLOBAL NAVIGATION AND SERVICE LINKS SEARCH
CAROUSEL PHOTO
FEATURED PRODUCT 1 (3 WORDS MAX)
FEATURED PRODUCT 2 (3 WORDS MAX)
PUB SEARCH
SLIDE TITLE (10 WORDS MAX)
SLIDE TEASER (50 WORDS MAX)
TOPIC CENTER(10 LINKS x 4 WORDS MAX)
NEWS(5 LINKS x 10 WORDS MAX)
NAV SEARCH (SITE AND PUBS)
SLIDE TEASER SHORT(10 WORDS MAX)
FEATURED PRODUCT 1(3 WORDS MAX)
TOPIC CENTER(5 LINKS x 4 WORDS
MAX)
NEWS(5 LINKS x 10 WORDS MAX)
CAROUSELPHOTOTHUMB
FEATURED PRODUCT 2 (3 WORDS MAX)
the web you were used to is gone @albertatrebla
STRUCTURED CONTENT
NEWSLETTERSIGNUP
GLOBAL NAVIGATION AND SERVICE LINKS SEARCH
CAROUSEL PHOTO
FEATURED PRODUCT 1 (3 WORDS MAX)
FEATURED PRODUCT 2 (3 WORDS MAX)
PUB SEARCH
SLIDE TITLE (10 WORDS MAX)
SLIDE TEASER (50 WORDS MAX)
TOPIC CENTER(10 LINKS x 4 WORDS MAX)
NEWS(5 LINKS x 10 WORDS MAX)
NAV SEARCH (SITE AND PUBS)
SLIDE TEASER SHORT(10 WORDS MAX)
FEATURED PRODUCT 1(3 WORDS MAX)
TOPIC CENTER(5 LINKS x 4 WORDS
MAX)
NEWS(5 LINKS x 10 WORDS MAX)
CAROUSELPHOTOTHUMB
FEATURED PRODUCT 2 (3 WORDS MAX)
the web you were used to is gone @albertatrebla
STRUCTURED CONTENT
NEWSLETTERSIGNUP
GLOBAL NAVIGATION AND SERVICE LINKS SEARCH
CAROUSEL PHOTO
FEATURED PRODUCT 1 (3 WORDS MAX)
FEATURED PRODUCT 2 (3 WORDS MAX)
PUB SEARCH
SLIDE TITLE (10 WORDS MAX)
SLIDE TEASER (50 WORDS MAX)
TOPIC CENTER(10 LINKS x 4 WORDS MAX)
NEWS(5 LINKS x 10 WORDS MAX)
NAV SEARCH (SITE AND PUBS)
SLIDE TEASER SHORT(10 WORDS MAX)
FEATURED PRODUCT 1(3 WORDS MAX)
TOPIC CENTER(5 LINKS x 4 WORDS
MAX)
NEWS(5 LINKS x 10 WORDS MAX)
CAROUSELPHOTOTHUMB
FEATURED PRODUCT 2 (3 WORDS MAX)
the web you were used to is gone @albertatrebla
STRUCTURED CONTENT
NEWSLETTERSIGNUP
GLOBAL NAVIGATION AND SERVICE LINKS SEARCH
CAROUSEL PHOTO
FEATURED PRODUCT 1 (3 WORDS MAX)
FEATURED PRODUCT 2 (3 WORDS MAX)
PUB SEARCH
SLIDE TITLE (10 WORDS MAX)
SLIDE TEASER (50 WORDS MAX)
TOPIC CENTER(10 LINKS x 4 WORDS MAX)
NEWS(5 LINKS x 10 WORDS MAX)
NAV SEARCH (SITE AND PUBS)
SLIDE TEASER SHORT(10 WORDS MAX)
FEATURED PRODUCT 1(3 WORDS MAX)
TOPIC CENTER(5 LINKS x 4 WORDS
MAX)
NEWS(5 LINKS x 10 WORDS MAX)
CAROUSELPHOTOTHUMB
FEATURED PRODUCT 2 (3 WORDS MAX)
the web you were used to is gone @albertatrebla
METADATA
image: http://dev.npr.org/#station-finder-api-examples
the web you were used to is gone @albertatrebla
PROGRESSIVE DISCLOSURE
the web you were used to is gone @albertatrebla
THE INTERNET IN YOUR PANTS
image: techpinions.com
the web you were used to is gone @albertatrebla
THE FUTURE WAS YESTERDAY
the web you were used to is gone @albertatrebla
THE FUTURE IS YESTERDAY
image: slashgear.com
the web you were used to is gone @albertatrebla
BTW
image: flickr.com/photos/gregoryjordan
the web you were used to is gone @albertatrebla
STEPHEN HAY
the web you were used to is gone @albertatrebla
thank you.@albertatrebla
albertasoranzo@gmail.comalbertasoranzo.com
Illustration: Dan Willis
the web you were used to is gone @albertatrebla
RESOURCES
Content Strategy for MobileKaren McGraneA Book Apart, 2011
Pervasive Information ArchitectureAndrea Resmini, Luca RosatiMorgan Kaufman, 2012
Android Design PatternsGreg NudelmanWiley, 2013
Information Foraging Theory: Adaptive Interaction with InformationPeter TirolliOxford University Press (USA), 2009
Fisher, J., Norris, S., & E. Buie (2012). Sense-making in Cross-channel Design. Journal of Information Architecture. Vol. 4, No. 1-2. journalofia.org/volume4/issue2/02-fisher/
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