1. DIGITAL MARKETING SHOW 2013
We’re still human
2. Between the ages of 13 -17...
I worked weekends for my dad’s engineering company
My main duties included carrying toolboxes,
around buildings, for engineers
3. This was hard work
The toolboxes were always ridiculously heavy
And I always had to carry them to the top
or bottom of a building
4. But I noticed something..
The engineer never used ALL the tools in the toolbox
So I made a deal...
5. The game changed, but the players were the same
We would decide what tools were needed
And if we discovered we needed more,
I’d make another trip...
6. Things got a lot better after that...
I’d say 70% of the time, the engineer knew
what tools to take
So most of the time I wasn’t dragging
a massive toolbox about
Which is obviously better
7. That story is true
8. Here’s the
9. The points I’ll be making
Allegorical toolbox story
With mobile and tablet now
accounting for 10 -20% of
traffic to most websites its
increasingly important that
mobile user experience is as
good as desktop.
Which actually happened (ask my dad)
I’ll cover my rules to help
you design better mobile
user experience, with case
studies from the field
Be as fearless as Macbeth when creating mobile UX
Point 1: Mobile and desktop are different
You’ll want to be sitting down for this, it’s a real bombshell
Point 2: Design for the context, not the content
Because context is more important
Point 3: Be bloody, brave and resolute
Point 4: Don’t be afraid to be good at one or
Embrace simplicity and ease of use
Point 5: Success isn’t the thing existing
It doesn’t end there
And spell out the meaning of the allegory earlier
10. POINT 1
Mobile and desktop are
11. Spot the difference?
Stood up – and on the move
Sat down in a familiar location
Surrounded by other people; lots of sensory
Alone in a quiet room
Concentrating on something else (not missing
Concentrating hard; desktop interaction is
likely to be sole focus.
Plenty of time to do what she wants
Fitting what he’s doing into an idle moment
Typing with both hands
Holding the device with one hand
Likely to be using a touchscreen device
Has full access to everything in her office and
on her computer
Mobile is inherently social
Push notifications remove the need to check
Much smaller real estate
Patently, experiences should be
different dependent on whether you’re
on a mobile or desktop.
An IA might change. Functionality
might change. Everything might
13. Point 2: Design for the context, not the content
14. Responsive doesn’t solve your mobile problem
Is this content/functionality useful?
Is it valuable?
Is it worth being on mobile?
15. Client X: Mobile UX design for user context
Designing a mobile site for a public sector agency
Mobile and tablet important as they now account for 20% of all traffic.
First step was to understand the context and usage – how does web and
I believe that mobile shouldn’t necessarily
directly mimic desktop
16. Client X: Mobile UX design for user context
And the stats reflect that...
2. Consumer information page
3. Consumer information page
1. Contact us (70%)
2. Consumer landing page
If mobile users consider ‘Contact Us’ the most important
journey on a mobile site, then treat it as such
17. First understand how the business operates
People buy legal services based on
reputation and personal relationships
They buy into an individual, not just the
firm that person works for
Sales do not happen online, you do not
add legal services to a shopping basket
and go to the checkout
Digital needed to support the offline
business, not replace it
18. Lewis Silkin: Mobile UX design for user context
Mapping out the customer journey helped us to
understand where mobile web could make a difference
in legal services
for marketing. Yes,
sure I’d love to
“I’ll send you an
email to confirm
and a link to
2 days later
your meeting with Lewis
Silkin is in 30 minutes.
“Hi Simon.. I was just
reading your journal
post – really
“Who is this guy I’m
meeting – what’s he like?
19. Automotive Client: Mobile UX
Some awful mistakes
App for a car model
Don’t presume positive outcomes
The success of mobile UX is dependent
on the human holding it and the
situation they are in.
Solve the problem; don’t answer a
question that’s not being asked.
21. POINT 3
Be bloody, brave and resolute
(Fearless like Macbeth)
22. Be bloody, brave and resolute!
Don’t cram everything in
Make every piece of content fight for its life on mobile
Wield the axe
Less is more
Nobody wants a mobile app or site to be like an
overstuffed suitcase that you can’t close
(Let alone fit into an overhead bin)
23. This is why gov.uk wins awards...
Client Y: “What are we going to do with all our great content
when we go to gov.uk?!”
Research/Analytics: NO ONE IS LOOKING AT YOUR ‘GREAT CONTENT’
Be bloody, bold and resolute with content and
24. Embrace simplicity
Fast, stylish & elegant!
25. Not overstuffed..
Busy, complex, difficult to navigate and use
All the best mobile experiences are
fast, stylish and elegant.
Your mission is to remove the friction
which prevents that.
27. POINT 4
Be really awesome at
one or two things
28. Being awesome at a few things
The Guardian app is awesome
at summarising The Guardian
Vine is great and creating and
sharing looping videos
29. Being awesome at a few things
Vanity Fair have a really elegant
pared down experience
The Sweet Setup focus on mobile use by
streamlining their offering for mobile
30. Instagram sold for approx $1bn
It is awesome at one thing.
31. Instagram sold for approx $1bn
“We knew that if we specialised in
photos and did photos really well,
that’s in some way more powerful
than this bundle of everything
- Kevin Systrom
Make it simple.
Be awesome at one or two things.
Don’t be a toolbox.
33. POINT 5
Success isn’t “the
34. Automotive Client: Mobile UX
“Yeah but we’ll be on the App Store!”
35. Client X: Mobile UX
“Everything needs to be on mobile”
Analytics, 3 months later: No one is looking at it.
36. Client X: Mobile UX
“We’ve launched our big campaign
with a YouTube video!”
Analytics: It has 30 views after a month
What is working? What isn’t working?
Test on real people.
Learn and iterate.
38. Let’s ‘wrap’ this up
39. To conclude
Pick the right tools for the job
Don’t give users the entire toolbox, when a
few tools will suffice
Users want a fast, stylish and elegant mobile experience.
By the end of 2013, there
will be more mobile devices
on Earth than people
Chris Scull– UX Consultant
Get in touch:
• Digital strategy, user experience, information
architecture, usability, accessibility, mobile, social
• Outside work: West Ham, live music
65-66 Frith Street