In this talk I make the case for embracing mobile as an opportunity not just a constraint. Using real world examples and data on mobile usage patterns, I demonstrate the prominence and effect of 'device deserts' and the importance of considering intent, not just context when creating mobile experiences.
Working with marketing departments day to day I regularly run into the misconception that mobile experiences should be less robust than their non-mobile equivalents. Often this idea is expressed by someone saying "People won't do that on a phone.” This talk explores why this is a short-sided argument that is as silly as saying “People from Kansas aren’t interested in skiing."
As mobile strategists we spend a lot of time talking about context when it’s really user intent that drives interaction. It doesn’t matter where someone is or what device is near them, they still want the same stuff. If we can embrace intent over context, we will better understand what users really need from their small screens.
4. Reasons People Don’t Do Things.
Complicated
They Can’t
Too Difficult Hard to Understand
Rather be doing something else
Time Consuming
Driving
They’re Out/Busy
Touch ScreensNo keyboard No Mouse
Screen is too small
#deviceism | @McAtoms
They Don’t Want To
5. Reasons People Don’t Do Things.
Complicated
They Can’t
Too Difficult Hard to Understand
Rather be doing something else
Time Consuming
Driving
They’re Out/Busy
Touch ScreensNo keyboard No Mouse
Screen is too small
#deviceism | @McAtoms
They Don’t Want To
6. Reasons People Don’t Do Things.
Complicated
They Can’t
Too Difficult Hard to Understand
Rather be doing something else
Time Consuming
Driving
They’re Out/Busy
Touch ScreensNo keyboard No Mouse
Screen is too small
#deviceism | @McAtoms
They Don’t Want To
7. Reasons People Don’t Do Things.
Complicated
They Can’t
Too Difficult Hard to Understand
Rather be doing something else
Time Consuming
Driving
They’re Out/Busy
Touch ScreensNo keyboard No Mouse
Screen is too small
#deviceism | @McAtoms
They Don’t Want To
15. Where someone is. What they want to do.
What devices they use. What they care about.
Demographics.
People won’t do that on mobile… #deviceism | @McAtoms
16. Where someone is. What they want to do.
What devices they use. What they care about.
Demographics.
context & intent
People won’t do that on mobile… #deviceism | @McAtoms
18. Where People Use Their Devices
31%
69%
Computer
40%
60%
Phone
21%
79%
Tablet
Out of Home At Home
People won’t do that on mobile… #deviceism | @McAtoms
19. Where People Use Their Smartphone
0%
23%
45%
68%
90%
Waiting Bed Bathroom TV Commuting Social Events Shopping
43%46%
57%61%
75%81%83%
People won’t do that on mobile… #deviceism | @McAtoms
20. Where People Use Their Smartphone
0%
23%
45%
68%
90%
Waiting Bed Bathroom TV Commuting Social Events Shopping
43%46%
57%61%
75%81%83%
People won’t do that on mobile… #deviceism | @McAtoms
25% < Liars
21. Where People Use Their Smartphone
0%
23%
45%
68%
90%
Waiting Bed Bathroom TV Commuting Social Events Shopping
43%46%
57%61%
75%81%83%
People won’t do that on mobile… #deviceism | @McAtoms
25% < Liars
22. Demographics
http://bit.ly/mobileonly
Mobile as Primary Internet Device
45% 51%
42% 40%
Age 18 - 29 African Americans Hispanic Americans Low Income Adults
People won’t do that on mobile… #deviceism | @McAtoms
Device Deserts
23. Conclusion:
All People use their devices anywhere.
People won’t do that on mobile… #deviceism | @McAtoms
24. Demographics are a horrible way
to predict context.
People won’t do that on mobile… #deviceism | @McAtoms
25. Demographics are a horrible way
to predict context.
But what about intent?
People won’t do that on mobile… #deviceism | @McAtoms
29. Intent on Mobile
(Defined by Google and @LukeW)
Lookup / Find
Explore / Play
Check In / Status
Edit / Create
People won’t do that on mobile… #deviceism | @McAtoms
30. Intent on Mobile
(Defined by Google and @LukeW)
Lookup / Find
Explore / Play
Check In / Status
Edit / Create
(urgent) (repeat)
(bored)(urgent, bored)
People won’t do that on mobile… #deviceism | @McAtoms
31. Intent on Mobile
(Defined by Google and @LukeW)
Lookup / Find
Explore / Play
Check In / Status
Edit / Create
Intent Online
(urgent) (repeat)
(bored)(urgent, bored)
People won’t do that on mobile… #deviceism | @McAtoms
32. Intent doesn’t change based
on device.
People won’t do that on mobile… #deviceism | @McAtoms
33. How People Use Their Devices
People won’t do that on mobile… #deviceism | @McAtomshttp://bit.ly/1jphcJu
34. How People Use Their Devices
Sequential Usage Simultaneous Usage
People won’t do that on mobile… #deviceism | @McAtomshttp://bit.ly/1jphcJu
35. Sequential Usage
90%
People won’t do that on mobile… #deviceism | @McAtomshttp://bit.ly/1jphcJu
Use multiple devices
sequentially to complete a
single task.
36. Sequential Usage
90%
People won’t do that on mobile… #deviceism | @McAtomshttp://bit.ly/1jphcJu
Most Popular Activities:
• Browsing
• Social
• Shopping
• Search
• Finances
• Trip Planning
• Video
37. Device Breakdown
60%
Phone Computer Tablet
9%
31%
60%
Where People Start:
10%
33%
57%
Search
Trip Planning
Shopping
What People Do:
Sequential Usage
People won’t do that on mobile… #deviceism | @McAtomshttp://bit.ly/1jphcJu
39. Most Popular Activities:
• Email
• Browsing
• Social
• Gaming
• Search
• Work
• Video
Simultaneous Usage
22%
78%
Multi-Tasking
Complementary
People won’t do that on mobile… #deviceism | @McAtomshttp://bit.ly/1jphcJu
40. 0%
23%
45%
68%
90%
Phone + TV Phone + PC PC + TV
66%66%
81%
57%
Phone as Companion
Simultaneous Usage
Device Breakdown
People won’t do that on mobile… #deviceism | @McAtomshttp://bit.ly/1jphcJu
42. Shopping?
26%
Black Friday
Mobile Sales
50%+
Active Monthly
Mobile Users
Amazon, eBay,
Groupon, Starbucks,
Victoria Secret
41%
Users have made a
purchase on mobile
People won’t do that on mobile… #deviceism | @McAtomshttp://bit.ly/RdI98n
53. People won’t do that on mobile… #deviceism | @McAtoms
Because.
54. People won’t do that on mobile… #deviceism | @McAtoms
People:
Use their devices anywhere.
Use them interchangeably.
Use them to do whatever they want.
55. People won’t do that on mobile…
People won’t do that on mobile… #deviceism | @McAtoms
56. People won’t do that on mobile…
Context Changes.
Intent Does Not.
People won’t do that on mobile…
People won’t do that on mobile… #deviceism | @McAtoms
65. LONG-TERM VALUESHORT-TERM VALUE
Hierarchy of Values
FEATURES
!
FUNCTION
!
AESTHETIC
3
2
1
PERCEPTION SUBSTANCE
Context Changes, Intent Does Not. #deviceism | @McAtoms
66. LONG-TERM VALUESHORT-TERM VALUE
Hierarchy of Values
FEATURES
!
FUNCTION
!
AESTHETIC
1
2
3
3
2
1
PERCEPTION SUBSTANCE
Context Changes, Intent Does Not. #deviceism | @McAtoms
69. LONG-TERM VALUESHORT-TERM VALUE
Hierarchy of User Values
FEATURES
!
FUNCTION
!
AESTHETIC
1
2
3
3
2
1
PERCEPTION SUBSTANCE
Context Changes, Intent Does Not. #deviceism | @McAtoms
70. LONG-TERM VALUESHORT-TERM VALUE
Hierarchy of User Values
FEATURES
!
FUNCTION
!
AESTHETIC
1
2
3
3
2
1
PERCEPTION SUBSTANCE
Context Changes, Intent Does Not. #deviceism | @McAtoms
71. LONG-TERM VALUESHORT-TERM VALUE
Hierarchy of User Values
FEATURES
!
FUNCTION
!
AESTHETIC
1
2
3
3
2
1
PERCEPTION SUBSTANCE
Context Changes, Intent Does Not. #deviceism | @McAtoms
73. Mobile Features Features People Want
Logo!
Phone #!
Location!
Hours!
Products
Shopping Cart
Customer Service
Product Reviews
Tech Support
Sign Up Forms
Event Calendar
Company Directory
Blog / News
Live Chat
Context Changes, Intent Does Not. #deviceism | @McAtoms
74. Mobile Features Features People Want
Logo!
Phone #!
Location!
Hours!
Products
See Full Site Link
Shopping Cart
Customer Service
Product Reviews
Tech Support
Sign Up Forms
Event Calendar
Company Directory
Blog / News
Live Chat
Context Changes, Intent Does Not. #deviceism | @McAtoms
75. Features People Want
Logo!
Phone #!
Location!
Hours!
Products
Shopping Cart
Customer Service
Product Reviews
Tech Support
Sign Up Forms
Event Calendar
Company Directory
Blog / News
Live Chat
Context Changes, Intent Does Not. #deviceism | @McAtoms
76. Context Changes, Intent Does Not. #deviceism | @McAtoms
Deviceism makes people feel
abandoned and ignored.
77. People remember how you
make them feel.
Context Changes, Intent Does Not. #deviceism | @McAtoms
Deviceism makes people feel
abandoned and ignored.
78. People remember how you
make them feel.
Context Changes, Intent Does Not. #deviceism | @McAtoms
Make them Feel Great.
Deviceism makes people feel
abandoned and ignored.
80. If someone intends to: They they will want:
Buy a Product…
Watch a Video… Clear value in watching, Entertainment,
Playback Controls, etc…
Features & benefits, Product Info,
Secure Checkout, Shipping Info, etc…
Fill out a Form… Easy to understand fields, easy to enter
data, meaningful error messages, etc…
Context Changes, Intent Does Not. #deviceism | @McAtoms