michael kowalski, padify
TRANSCRIPT
Mobile vs magazines
Contentment getcontentment.com
Michael Kowalski @micycle
Padify is our award winning platform for creating apps, adverts, and digital magazines
WINNER
PME Digital Innovation
Feb 2014
FINALIST
SIIA Media Innovation
Apr 2014
THEORY
Early computer
Miles away Work only
1m away Work & home
30cm away Work, home,
cafe
In your pocket All the time
?
?
?
Initial assumptions
Mobile is just another screen size Nobody will read long content on phones Apps are just a fad
All wrong!
Mobile has expanded time spent consuming media
Proportion of media and communications activities across the day
Source: Ofcom, Aug 2014
Mobile has forced the pace on user centered design• Simple user flow:
one thing at a time • Highly focused &
goal oriented • Often single
purpose3
2
1
This is why people like apps
Not even a computer
The phone is an appliance
Apps are buttons that activate tasks
There are only two ways to make money in business. One is to bundle. The other is to unbundle.
Jim Barksdale
Mobile is about unbundling
There’s an app for that
Multi purpose web apps Multi purpose
mobile apps
Single purpose mobile apps
Kleiner Perkins “Internet Trends 2014”
The web = an everything machine
Too much navigational
cruftInconsistent experience
something
Navigation
Content
Home Page A
Page B
Network of links Always deciding
Engage
Explore
Locate
Beginning
Middle
End
{{{
Linear user journeys work well on mobile
Next
…and create space for non-intrusive advertising
AD
Long form
Mobile devices come in many sizes
Responsive design adapts layout to screen
Content
HTML – Native bridge
Native code Device capabilities
One time only for each
platform
Regular production
Hybrid apps
Developer
Editorial
Designing with cards
Chunks of designed content
}}}
Responsive design
Practical workflow
Turn a big design problem into a series of smaller problems Easily reuse in table of contents and other navigation Share through social media Modular so can design around content
For every card type
Animation and interaction
can be more than gimmicks
SignallingWhat just happened?
Fat fingers = easy mistakes Make the user journey visible
with animation
Better use of limited screen space Give the user more choice
Filtering
Mobile devices are very frequently used
Waiting for the bus
What happens
when I tap this button?
?
All issues Starting at the back :/
Publication day
100%
0%Rest of the
month
Chance of finding
something fresh
Monthly publishing
Chance of finding
something fresh
Same content, released in weekly chunks
Weekly publishing
Time
Minor updates at frequent intervals
Chance of finding
something fresh
Continuous publishing
Time
Other categories of software have been transformed by mobile
…and grown their audience
is like a car without wheels
Design without workflow
CMS
Typical CMS workflow
Template Page
Time consuming copy and pasteRe-upload images
Content often doesn’t fit
Templates are expensive to codeTemplates are inflexible and limit creativity
Pages all look kind of the sameBrand differentiation is lost
ImportVisual layout
Publish1-3hours
Autotune
How we do it
}Automate as much as possible
No copy and paste!
Creative input Enhance with video and interactivity Proof & approve
tl;dr
• Mobile has driven fundamental changes to media consumption
• A mobile device is an appliance, not a computer.
• People like apps because of focus and flow: buttons to achieve a goal
• Rethink and unbundle content to create effective mobile experiences
• Continuous publishing and cards work well
• Workflow is hard
