ucd14 talk - alberta soranzo - you keep saying mobile (but i don’t think it means what you think...
DESCRIPTION
Alberta Soranzo - You Keep Saying Mobile (but I don’t think it means what you think it means) The way we’re accessing the internet has changed and there’s no going back. Mobile has become the platform of choice and for millions of people worldwide it is the only option available. The bottom line is that if people want to do something on the web, it’s guaranteed that that they are going to want to do it on mobile — be it to perform a task or find information. However it is embarrassingly evident that the vast majority of mobile products are task-driven and little-to-no attention is paid to information retrieval and content. In this session we will take a look at how real people use the internet, be it directly or through a connected device and how task performance and engagement levels are directly connected to the quality of the information made available. We will explore ways to personalize content delivery and increase utilization and relevance of services provided, and how to engage and support users in their journey through an experience, while attending to the specific details of a business or service proposition. We will also take a look under the hood and show how to structure content to make it adaptive, how to organize it to make it findable, what the specific challenges and opportunities of the mobile space are and how to create outstanding experiences that integrate seamlessly in a true cross-channel strategy.TRANSCRIPT
YOU KEEP SAYING MOBILE
UCD — London, October 24-25 alberta soranzo | @albertatrebla | wearefriday.com
(I DO NOT THINK IT MEANS WHAT YOU THINK IT MEANS)
CC image: http://en.wikipedia.org/wiki/Modem
image: huffingtonpost.com (Alamy)
image: flickr.com/photos/justard/12300416746/
SO, WHAT IS MOBILE
CC image: flickr.com/photos/guidedbycthulhu
image: kellianderson.com/
2010 2013
12.7%3.7%
North America
8.1%1.5%
Europe
22.9%4.5%
Asia
5.3%.9%
South America
16.6%4.8%
Africa
12.8%2.8%
Oceania
source: pocketyourshop.wordpress.com
This is up 192.5% since 2011.
source: pocketyourshop.wordpress.com
Inte
rnet
Use
rs (M
M)
0
500
1000
1500
2000
2007 2009 2011 2013 2015E
Mobile Desktop
source: pocketyourshop.wordpress.com
90%VISIT OR PURCHASE
60%SEARCH
source: pocketyourshop.wordpress.com
95%LOCAL SEARCH
74%WAITS 5 SEC
46%WILL NOT RETURN
39%DOES NOTHING
source: pocketyourshop.wordpress.com
“If people want to do something on the internet, they will want to do it using their mobile device. Period.” — Karen McGrane
CC image: flickr.com/photos/zeldman/10027189005
image: flickr.com/photos/piblet
image: https://www.flickr.com/photos/robef/8091483876
image: huffpost.com
“The internet is about two things… actually, make that one.”
WHO DECIDES WHAT MATTERS?
image: flickr.com/photos/d_space
image: hercampus.com
“You need to get your content onto mobile devices. Period.” — Karen McGrane
CC image: flickr.com/photos/zeldman/10027189005
ONE SITE
image: flickr.com/photos/cannedtuna
INFORMATION ARCHITECTURE(IT REALLY MEANS STRUCTURE)
The structural design of shared information environments.
source: en.wikipedia.org/wiki/Information_architecture
image: tylertate.com/blog/2012/02/21/cross-channel-ia-blueprint.html
image: http://www.smashingmagazine.com/2014/10/13/wayfinding-for-the-mobile-web/
WAYFINDING(STRUCTURE AS DESIGN PATTERNS)
image source: http://www.smashingmagazine.com/2014/10/13/wayfinding-for-the-mobile-web/
MAKING SENSE(MANAGING INFORMATION TO CREATE MEANING)
image: flickr.com/photos/10ch
“Typically information foraging must be analysed as decision making under uncertainty” — Peter Pirolli
CC image: lickr.com/photos/treerao/3064525586/
CC image: flickr.com/photos/cafnr/14352437798
image: martinbelam.com
THE HOMEPAGE IS DEAD
image: martinbelam.com
image: abookapart.com
image: sarawb.com
CONTENT STRATEGY(IT REALLY MEANS MAKING CONTENT FUTURE-FRIENDLY)
“PDFs are where the internet goes to die”
image: idownloadblog.com
http://next.theguardian.com/blog/container-model-blended-content/
“Metadata is a love note to the future” — Karen McGrane
CC image: flickr.com/photos/zeldman/10027189005
NEWSLETTER SIGNUP
GLOBAL NAVIGATION AND SERVICE LINKS SEARCH
CAROUSEL PHOTO
FEATURED THING (3 WORDS MAX)
THING YOU WANT TO SHOW (3 WORDS MAX)
SECONDARY SEARCH
SLIDE TITLE (10 WORDS MAX)
SLIDE TEASER (50 WORDS MAX)
LIST OF OTHER THINGS (10 LINKS x 4 WORDS MAX)
NEWS (5 LINKS x 10 WORDS MAX)
NAV SEARCH (SITE AND PUBS)
SLIDE TEASER SHORT(10 WORDS MAX)
THING YOU WANT TO SHOW (3 WORDS MAX)
LIST OF OTHER THINGS
(5 LINKS x 4 WORDS MAX)
NEWS (5 LINKS x 10 WORDS MAX)
CAROUSEL PHOTO THUMB
THING YOU WANT TO SHOW (3 WORDS MAX)
NEWSLETTER SIGNUP
OTHER THING (50 WORDS MAX)
OTHER THING (50 WORDS MAX)
OTHER THING (50 WORDS MAX)
GLOBAL NAVIGATION AND SERVICE LINKS SEARCH
LOGO AND SLOGAN
MAIN NAVIGATION
CAROUSEL PHOTO
FEATURED THING (3 WORDS MAX)
FEATURED THING (3 WORDS MAX)
SECONDARY SEARCH
SLIDE TITLE (10 WORDS MAX)
SLIDE TEASER (50 WORDS MAX)
THING YOU WANT TO SHOW (100 WORDS MAX)
THING YOU WANT TO SHOW (10 LINKS x 4 WORDS MAX)
THING YOU WANT TO SHOW (100 WORDS MAX)
THING YOU WANT TO SHOW (100 WORDS MAX)
OTHER THING (50 WORDS MAX)
OTHER THING (50 WORDS MAX)
OTHER THING (50 WORDS MAX)
NEWS (5 LINKS x 10 WORDS MAX)
NEWSLETTER SIGNUP
GLOBAL NAVIGATION AND SERVICE LINKS SEARCH
CAROUSEL PHOTO
FEATURED THING (3 WORDS MAX)
THING YOU WANT TO SHOW (3 WORDS MAX)
SECONDARY SEARCH
SLIDE TITLE (10 WORDS MAX)
SLIDE TEASER (50 WORDS MAX)
LIST OF OTHER THINGS (10 LINKS x 4 WORDS MAX)
NEWS (5 LINKS x 10 WORDS MAX)
NAV SEARCH (SITE AND PUBS)
SLIDE TEASER SHORT(10 WORDS MAX)
THING YOU WANT TO SHOW (3 WORDS MAX)
LIST OF OTHER THINGS
(5 LINKS x 4 WORDS MAX)
NEWS (5 LINKS x 10 WORDS MAX)
CAROUSEL PHOTO THUMB
THING YOU WANT TO SHOW (3 WORDS MAX)
NEWSLETTER SIGNUP
OTHER THING (50 WORDS MAX)
OTHER THING (50 WORDS MAX)
OTHER THING (50 WORDS MAX)
GLOBAL NAVIGATION AND SERVICE LINKS SEARCH
LOGO AND SLOGAN
MAIN NAVIGATION
CAROUSEL PHOTO
FEATURED THING (3 WORDS MAX)
FEATURED THING (3 WORDS MAX)
SECONDARY SEARCH
SLIDE TITLE (10 WORDS MAX)
SLIDE TEASER (50 WORDS MAX)
THING YOU WANT TO SHOW (100 WORDS MAX)
THING YOU WANT TO SHOW (10 LINKS x 4 WORDS MAX)
THING YOU WANT TO SHOW (100 WORDS MAX)
THING YOU WANT TO SHOW (100 WORDS MAX)
OTHER THING (50 WORDS MAX)
OTHER THING (50 WORDS MAX)
OTHER THING (50 WORDS MAX)
NEWS (5 LINKS x 10 WORDS MAX)
BTW
image: flickr.com/photos/gregoryjordan
THANK YOUalberta soranzo | @albertatrebla | wearefriday.com