the mobile mindset
DESCRIPTION
Presentation and workshop for the International Journalism week of 2013 at the University of Sheffield, UK.TRANSCRIPT
The Mobile MindsetEllen Deketele
howest.be
Friday 15 November 13
www.howest.be/english
Friday 15 November 13
Hello!
Friday 15 November 13
The Mobile MindsetWhat is mobile?
How do we use mobile devices to consume news?
How to create a mobile experience?
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What is ‘mobile’ ?
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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.
Friday 15 November 13
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
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Mobile devices
• Laptops
• PDA’s (= Personal Digital Assistant)
• Smartphones
• Tablets
• Wearables (e.g. smartwatches)
Friday 15 November 13
Mobile devices
• Laptops
• PDA’s (= Personal Digital Assistant)
• Smartphones
• Tablets
• Wearables (e.g. smartwatches)
New technology!
Friday 15 November 13
Mobile devices
• Laptops
• PDA’s (= Personal Digital Assistant)
• Smartphones
• Tablets
• Wearables (e.g. smartwatches)
New technology!
Friday 15 November 13
Mobile devices
• Laptops
• PDA’s (= Personal Digital Assistant)
• Smartphones
• Tablets
• Wearables (e.g. smartwatches)
New technology!
Friday 15 November 13
Smartphones & tablets
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Wearables
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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, ...
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The user
Digital device ownership:
• laptop/desktop: 80%
• smartphone: 51%
• tablet: 20%
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The user
Digital device ownership:
• laptop/desktop: 80%
• smartphone: 51%
• tablet: 20%
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The user• Multi-tasking
• Central part of our daily live
• Used everywhere
• Staying fully connected
Friday 15 November 13
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.
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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.
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Last insights for mobile• App use is omnipresent
• Mobile users are avid video watchers
• They are frequent social networkers
Friday 15 November 13
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!
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Mobile & News
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I know, it’s a cliché ...
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Mobile technology
54% of news consumers get news through at least one digital web-based device
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Desktop experience was built around search ...
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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
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News & Apps
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The elements of the mobile experience
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Mobile user experience
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Mobile user experience
... encompasses the user’s perception and feelings before,
during and after their interaction with your mobile
presence using a mobile device.
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The elements• Functionality
• Information Architecture
• Content
• Design
• User input
• Mobile context
• Usability
• Trustworthiness
• Feedback
• Help
• Social
• Marketing
Friday 15 November 13
FunctionalityThis has to do with tools and features that enable users to complete tasks and achieve their goals.
Friday 15 November 13
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
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Information ArchitectureThis has to do with arranging the functionality and content into a logical structure to help users !nd
information and complete tasks.
Friday 15 November 13
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
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ContentContent is the various type of material in different
formats, such as text, images and video, that provide information to the user.
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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
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DesignThis has to do with the visual presentation and
interactive experience of mobile, including graphic design, branding and layout.
Friday 15 November 13
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
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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.
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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, ...
Friday 15 November 13
Mobile contextA mobile device can be used at anytime, anywhere.
The mobile context is about the environment and circumstance of usage.
Friday 15 November 13
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
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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.
Friday 15 November 13
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
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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.
Friday 15 November 13
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
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FeedbackThis has to do with the methods for attracting the
user’s attention and displaying important information.
Friday 15 November 13
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
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HelpThis relates to the options, products and services that are available to assist the user in using the
website or app.
Friday 15 November 13
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
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SocialThis relates to content and features that create a sense of social participation, that enable user interaction and
facilitate sharing on established social networks.
Friday 15 November 13
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
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MarketingThis has to do with the methods by which a user
!nds a website or app and the factors that encourage repeated usage.
Friday 15 November 13
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
Friday 15 November 13
The elements• Functionality
• Information Architecture
• Content
• Design
• User input
• Mobile context
• Usability
• Trustworthiness
• Feedback
• Help
• Social
• Marketing
Friday 15 November 13
The elements• Functionality
• Information Architecture
• Content
• Design
• User input
• Mobile context
• Usability
• Trustworthiness
• Feedback
• Help
• Social
• Marketing
Friday 15 November 13
Do it yourself
Friday 15 November 13
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
Friday 15 November 13
Do it yourself
Friday 15 November 13
Do it yourself
“Create an app to consume news”
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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
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Define audience and user needs
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Brainstorm mobileopportunities
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Storyboard
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Paper prototyping
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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/
[email protected]@pixeldimensions
Friday 15 November 13