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Going Mobile: Serving the Always On, Always Connected

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The Mobile space has quickly transformed into a legitimate marketing platform in and of itself, and should no longer be treated as merely an extension of the desktop website. In order to effectively …

The Mobile space has quickly transformed into a legitimate marketing platform in and of itself, and should no longer be treated as merely an extension of the desktop website. In order to effectively interact and engage with customers accessing your site on their mobile devices, you must first develop a solid mobile marketing strategy and better understand the differences, limitations and opportunities that mobile offers.

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  • 1. Going MobileServing the Always On, Always Connected On
  • 2. Housekeeping … to Get the Slides Follow the BusinessOnLine 1 Request a 1-on-1 lab online User Experience Team on  User Experience Team on http://www.businessol.com/labs // / Twitter at: @BOLTeamU if Tweeting about this session,  please use this hashtag:2 Recorded presentation & #mobile slides will be sent via email following the event3 Become a Fan of BusinessOnLine at: www.facebook.com/BOLOptimized
  • 3. Welcome!Jegan ChenSr. Strategist, User Experience at BusinessOnLinehttp://www.businessol.com/usability-blog/Educational background in Cognitive Science,Human-Computer Interaction, and NeuroscienceWorked with numerous mid to large sizeenterprises on large scale website and applicationdevelopment p j p projects centered around a user-centered design methodology
  • 4. POLL
  • 5. Let me guess why you re here you’retoday…
  • 6. A long time ago (last month), in a galaxyfar, far away (a conference room), a wise (subjective)individual uttered these fewwords…
  • 7. You know what would be REALLY COOL? If we had an iPhone app! Our customers could reach us anywhere, we could sell a million gizmos! They’ll be able to download PDFs, watch videos, listen to podcasts, sharelinks on social networks, buy our gizmos and so much more while on the go! Im I’m sure the IT folks can convert our site easily Let s get started! easily. Let’s Sounds like a great idea! Sounds like a terrible idea! we launched a mobile campaign 2 years ago and it flopped.
  • 8. First, we made a lot of assumptions.Let’s rewind…
  • 9. You know what would be REALLY COOL? If we had an iPhone app! Our customers could reach us anywhere, we could sell a million gizmos! They’ll be able to download PDFs, watch videos, listen to podcasts, sharelinks on social networks, buy our gizmos and so much more while on the go! Im I’m sure the IT folks can convert our site easily Let s get started! easily. Let’s Sounds like a great idea! Sounds like a terrible idea! we launched a mobile campaign 2 years ago and it flopped.
  • 10. You know what would be REALLY COOL? If we had an iPhone app! Our customers could reach us anywhere, we could sell a million gizmos! They’ll be able to download PDFs, watch videos, listen to podcasts, sharelinks on social networks, buy our gizmos and so much more while on the go! Im I’m sure the IT folks can convert our site easily Let s get started! easily. Let’s Sounds like a great idea! Sounds like a terrible idea! we launched a mobile campaign 2 years ago and it flopped.
  • 11. You know what would be REALLY COOL? If we had an iPhone app! Our customers could reach us anywhere, we could sell a million gizmos! They’ll be able to download PDFs, watch videos, listen to podcasts, sharelinks on social networks, buy our gizmos and so much more while on the go! Im I’m sure the IT folks can convert our site easily Let s get started! easily. Let’s Sounds like a great idea! Sounds like a terrible idea! we launched a mobile campaign 2 years ago and it flopped.
  • 12. You know what would be REALLY COOL? If we had an iPhone app! Our customers could reach us anywhere, we could sell a million gizmos! They’ll be able to download PDFs, watch videos, listen to podcasts, sharelinks on social networks, buy our gizmos and so much more while on the go! Im I’m sure the IT folks can convert our site easily Let s get started! easily. Let’s Sounds like a great idea! Sounds like a terrible idea! we launched a mobile campaign 2 years ago and it flopped.
  • 13. You know what would be REALLY COOL? If we had an iPhone app! Our customers could reach us anywhere, we could sell a million gizmos! They’ll be able to download PDFs, watch videos, listen to podcasts, sharelinks on social networks, buy our gizmos and so much more while on the go! Im I’m sure the IT folks can convert our site easily Let s get started! easily. Let’s Sounds like a great idea! Sounds like a terrible idea! we launched a mobile campaign 2 years ago and it flopped.
  • 14. You know what would be REALLY COOL? If we had an iPhone app! Our customers could reach us anywhere, we could sell a million gizmos! They’ll be able to download PDFs, watch videos, listen to podcasts, sharelinks on social networks, buy our gizmos and so much more while on the go! Im I’m sure the IT folks can convert our site easily Let s get started! easily. Let’s Sounds like a great idea! Sounds like a terrible idea! we launched a mobile campaign 2 years ago and it flopped.
  • 15. Agenda1. Things You Should Know About Mobile g2. Mobile Opportunities3. Three Tips for Defining a Mobile Strategy
  • 16. THINGS YOU SHOULDKNOW ABOUT MOBILE
  • 17. The number of mobile internetusers are projected to surpassdesktop internet users by 2014 2014. *Morgan Stanley, State of the Internet 2010
  • 18. Marketers will be allocating $5.5billion for mobile marketing in2011,2011 up 124% from 2010 2010. *Mobile Marketing Association (MMA)
  • 19. 60% of Americans would giveup alcohol for a week to keeptheir mobile phones. *Best Buy Mobile Survey
  • 20. POLL
  • 21. Let’s Define What a “Mobile Device” Is…A mobile device is a handheld, internet-capabledevice with a display screen, mini keyboardand/or touch-screen that can be operated by auser while moving within or across variousenvironments.
  • 22. What sWhat’s a “Mobile Device?” Mobile Device?Includes:• T Touch Ph h Phones (e.g. iPhone, Android Phones, Blackberries, Windows Phone 7)• Smartphones (e.g. Blackberries, Palm, Windows Mobile)• Feature Phones (e.g. Motorola RAZR)• Slates (e.g. iPad)• Other Internet-Capable Handhelds (e.g. iPod Touch, PDAs)Excludes:• Laptops
  • 23. Unit Sales Does Not Equal Mobile Internet UsageWorldwide Mobile Device Sales Mobile Traffic Generated by Device* Gartner (left), AdMob (right)
  • 24. Mobile as a Marketing Channel HasUnique Benefits1. Mobile is the first personal mass media2. Mobile is permanently carried3.3 Mobile is always on always-on4. Mobile has a built-in payment mechanism5. Mobile is available at the point of creative inspiration6.6 Mobile has the most accurate audience measurement7. Mobile captures the social context of media consumption8.8 Mobile allows augmented reality to be used in media
  • 25. Mobile is a completely newmedium, not simply anextension of your website.
  • 26. MOBILE OPPORTUNITIES
  • 27. Mobile Opportunities• Mobile Websites• Native Applications
  • 28. Mobile WebsitesMobile Websites are coded in the same way websites made for desktop browsers areand utilize the same technologies. However, these sites are developed and createdspecifically for mobile devices.Using a mobile device to view a website developed for desktop browsing does notqualify as a mobile website.Works OnAlmost all mobile devicesBest ForSimple experiences, serving all platformsOpportunitiesFaster mobile internet speeds (4G), content and updates can be handledthrough the same or similar content management system as the websitemade for desktop browsingLimitationsUser experience may vary across mobile devices, loss of connectivity tomobile internet means the site cannot be accessed, interface might notbe tailored to OS platform, cross-compatibility across browsers is difficult
  • 29. Native ApplicationsNative applications are developed for a specific platform (iPhone, Android OS,Blackberry, etc.) and can utilize the hardware and software features of a mobiledevice.deviceUsers typically download native applications from a “store” (Apple App Store,Android Market).Works OnOne specific platform / mobile deviceBest ForCreating complex applications, developing tools to support currentcustomers,customers more immersive experiencesOpportunitiesUtilize device hardware / software features (camera, microphone,accelerometer, processor), can tailor experience to seamlessly match OSpplatform standards, better performance , pLimitationsUsers must find application within a “store” containing hundreds ofthousands of applications, must develop one native application perplatform / device
  • 30. Mobile Website or Native App?
  • 31. “On college football Saturday and NFLSunday we get more traffic on our mobileWeb site than our wired Web site, and nowthere sthere’s no going back—if you deliver a good back ifexperience, people will consume the contenton their mobile device when they re out and they’reabout.” - John Zehr, senior vice president and general manager of ESPN Mobile , p g g
  • 32. As of September 1, 2010, the Apple p , , ppApp Store has 250,000 apps withover 6.5 billion downloads. 65 downloadsThe Android Market has 100 000 100,000apps with over 1 billion downloads.Blackberry App world has 10,000apps.
  • 33. Native applications have beendownloaded billions of times bymobile device users, but only users20% of users run the nativeapplication the next day, and by3 months that number nearszero.*Pinch Media
  • 34. So,So Mobile Website or Native App? Device Works Offline? Need to Download to  Access Hardware Features? Install and Update? Install and Update?Mobile Websites Almost All No No SomeNative Applications Develop one  Yes Yes Yes application per  device
  • 35. What Ab tWh t About All the Other Mobile th Oth M bilMarketing Tactics Out There? g• SMS / Texting• Mobile Email bl l• Mobile PPC• M bil SEO / L Mobile Local SEO l• Click-to-Call Tracking• Location Based Features (GPS)• Widgets
  • 36. • Create additional  Enhanced  Enhanced tools / applications or  tools / applications or Mobile  enhance existing  Website mobile website to  mimic native apps • If more functionality is  y desired over mobile Mobile Native website and hardware  AppsWebsite functionality is  required Mobile  • Drive traffic to your  Email,  mobile website or  PPC, SEO,  native application native application Etc.,
  • 37. THREE TIPS FOR DEFININGA MOBILE STRATEGY
  • 38. Tip #1: Start With Your Users
  • 39. Instead of worrying overwhat tactic to use or whichplatform to target, start withgetting to know your users users.
  • 40. The User Centered Design PhilosophyThe User Centered Design (UCD)Philosophy focuses on the behaviors,goals,goals and needs of the user. user
  • 41. UCD Methods Discovery Elaboration OptimizationSurveys x xInterviews xAnalytics / Data AnalysisAnalytics / Data Analysis x xField Studies x x xDiary Studies x xCard Sorting g xStoryboarding xWireframing xPrototyping xUser Testing x x
  • 42. Triangulate Data Interviews Surveys Field Studies Field Studies
  • 43. Importance of Knowing Your Users p gThe users who use your mobile websiteor application may not be the sameusers who use your full website madefor desktop browsing.
  • 44. Use Existing Data, Don’t Rely on It lYou may have some first-hand or first handsecondary market data researchavailable,available but don’t rely on it as your don tonly source of information.Validate what you have by conductingadditional research b dditi l h based solely on d l lmobile aspects.
  • 45. What You Sh ld KWh t Y Should Know About Your Ab t YUsers• Who are your users?• What are their needs and goals?
  • 46. Figuring Our Who Your Users Are h•DDemographic hi• Webographic• Firmagraphic• Psychographic• Technographic
  • 47. Needs and Goals Business G l B i Goals IT Goals User Goals
  • 48. Hungry peoplelooking for theclosestMcDonald’s Not so hungry people looking for N t h l l ki f nutritional information; investors; corporate messaging and marketing
  • 49. Tip #2: Understand Context *Flickr.com Retinafunk
  • 50. The users who use your mobile website /application may be the same as the userswho use your website, but may be using y , y gthe website / application in a differentway.
  • 51. Don tDon’t Assume AnythingSome things seem trivial, but it’s best to be g ,sure than to make an assumption that will endup being a very expensive mistake in the end.Don’t assume you know everything about yourusers and how they use mobile devices It’s devices. It seasy to assume and try to cut costs, but you’retaking a big risk at the foundational level of theproject.projectYou want to create something people will USE USE.
  • 52. What Is Context?• What mobile devices do they use?• When do they use it?• Wh Where do they use it? d th• What is going on in the environment?• How do they use it?• Why do they use it?
  • 53. Understanding contextallows us to determine if andhow context changes oraffects users’ goals users goals.
  • 54. Classifying Use CasesRepetitive Now (e.g. checking sports scores, stock quotes) pBored Now (e.g. stuck in line, ca ua b o g) o ed ow (e g uc e, casual browsingUrgent Now (e g getting directions, finding a phone number) (e.g. directionsNow = Instant Gratification*Google’s Classification System
  • 55. Immerse Yourself lf• Storyboarding• Prototyping• Contextual Field Studies
  • 56. “Contextual user tasks not the existing Contextual tasks,website, determine the content,architecture,architecture and user experience of themobilized site.” - Cameron Moll, Mobile Web Design
  • 57. Tip #3: Simplicity Equals Success p p y q
  • 58. Mobile devices have small screens.The best way to avoid cognitiveoverload is to keep things simple simple.
  • 59. Stay Focused dIt’sI ’ easy to b tempted to add be d ddfeatures on during developmentand end up with a Frankensteinsite / application.This WILL happen when youbegin when you’re showingwireframes, prototypes,wireframes prototypes designsto others in your organization.Don’t let it happen!
  • 60. Smaller Screens = Greater Cognitive LoadOn websites and applications developed for desktop screens,there is a lot of real estate for visual cues to help offloadcognitive processing by the user.On a mobile device, the screen is much smaller and all those ,cues are lost.
  • 61. RecapTip #1: Start With Your UsersTip #2: Understand ContextTip #3: SiTi #3 Simplicity Equals Success li it E l S
  • 62. Thank You!Jegan ChenSr. Strategist, User Experience at BusinessOnLine@BOLTeamUJegan@BusinessOL.comJ @B i OL
  • 63. Housekeeping … to Get the Slides Follow the BusinessOnLine 1 Request a 1-on-1 lab online User Experience Team on  User Experience Team on http://www.businessol.com/labs // / Twitter at: @BOLTeamU if Tweeting about this session,  please use this hashtag:2 Recorded presentation & #mobile slides will be sent via email following the event3 Become a Fan of BusinessOnLine at: www.facebook.com/BOLOptimized