DO MOBILE RIGHT!RIGHT FROM THE START!    Sofia Svanteson, Founder & Design Strategist, Ocean Observations                 ...
WHAT IS THIS?http://www.superghostblogger.com/how-to-make-your-web-design-company-stand-out-in-2013/
IF YOU DO NOTPRIORITIZE MOBILE...
YOU SAY      NO TO      TOURISTShttp://www.fotosidan.se/blogs/hortlund/turister.htm
YOU SAY NOTO ANYONEON THE ROAD   http://omgivningen.blogspot.se/2010/10/rondeller-i-kungens-kurva-och-nynashamn.html
YOU SAYNO TOCOMPLETEMARKETS           Creative Commons
YOU SAY                        NO TO                   COMMUTERSCreative Commons
YOU SAY                                                                        NO TO                                      ...
YOU SAYNO TO THESOFA MODE            Creative Commons
YOU SAY       NO TO THE       AUDIENCEhttp://www.justjared.com/photo-gallery/1095191/tom-cruise-kids-soccer-game-16/emily-...
YOU SAY                                                                                            NO TO                  ...
YOU SAY                                                                              NO TO                                ...
YOU SAY NO TO    IMMIGRANTShttp://bakgatan.se/forum3/viewtopic.php?f=6&t=899
YOU SAY NO TO                                                                             PEOPLE IN NEEDhttp://blogs.app.c...
YOU SAY NO TO                                                                       PRODUCTIVITY AND                      ...
YOU SAY NO TOFIELDWORKERS
I THINK THIS GUY IS ONTHE RIGHT TRACK  “I want us to ask ourselves every day, how are we using  technology to make a real ...
THE DIGITAL GOVERNMENT  Enable the American people and an increasingly mobile workforce  to access high-quality digital go...
THE SWEDISH GOVERNMENT
ENOUGH ALREADY,  WE GOT THIS!
content first? flexiblemobile version?location                  responsive                  web design or                 ...
kind ofTHERE IS NO MOBILECONTEXT, THERE ARE DIFFERENT NEEDS.
MOBILE &                                     this is not internet!   LOCAL                        mobile                  ...
SITUATIONALAWARENESSIKEA lacks situational awareness
use situational awarenessSITUATIONAL                           for advertisingAWARENESS                                 sm...
THERE IS NO MOBILE VERSION, THERE IS    A SERVICE.
WHY SHOULD MOBILE BE     LESS?
THERE ARE TWOCHOICES, RESPONSIVE WEB OR A SPECIFIC    MOBILE SITE.      yes there are apps too
OBAMA VS. ROMNEY  Romney  A fraction of the full site  Simple but hidden navigation  Light  Obama  No link to full site  C...
RESPONSIVE WEB                                   Layout             Content                                 Fluid design  ...
RESPONSIVE VS. SPECIFIC
RESPONSIBLE WEB                                   Layout             Content                                 Fluid design ...
PLATFORM FIRST         image                         image image   text                    text                 image
CONTENT FIRST
THE MOBILE EXPERIENCEhttp://umlud.blogspot.se/2010_05_01_archive.html
WITH WELL STRUCTURED, ELASTICFLEXIBLE CONTENT YOUARE BUILDING FOR THE       FUTURE.
THE FUTURE CALLED...      AND WANTS YOU TO       KNOW THAT YOUR      ADAPTED SERVICE         REQUIRES A       SUPPORTIVE C...
A POSSIBLE PROCESS                   Decide on                                                           When necessary   ...
MAJOR CHALLENGESThe project: what role should your mobile initiative playfrom both short term and long term perspectives? ...
WHAT IS THIS?
OFFLINE USERS USED TO BE   BLIND, BUT THANKS TOSMARTPHONES, THEY CAN SEE.
WHAT DO YOU WANT  THEM TO SEE?            THANK YOU!Sofia Svanteson, Founder & Design Strategist, Ocean Observations      ...
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[Mobile Future] Sofia Svanteson, Ocean Observations

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How to mobilize your company: Do mobile right! Right from the start! Sofia Svanteson, Founder & Chairman of Ocean Observations.

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[Mobile Future] Sofia Svanteson, Ocean Observations

  1. 1. DO MOBILE RIGHT!RIGHT FROM THE START! Sofia Svanteson, Founder & Design Strategist, Ocean Observations #MF12 @sofiasvanteson @ocean_sthlm
  2. 2. WHAT IS THIS?http://www.superghostblogger.com/how-to-make-your-web-design-company-stand-out-in-2013/
  3. 3. IF YOU DO NOTPRIORITIZE MOBILE...
  4. 4. YOU SAY NO TO TOURISTShttp://www.fotosidan.se/blogs/hortlund/turister.htm
  5. 5. YOU SAY NOTO ANYONEON THE ROAD http://omgivningen.blogspot.se/2010/10/rondeller-i-kungens-kurva-och-nynashamn.html
  6. 6. YOU SAYNO TOCOMPLETEMARKETS Creative Commons
  7. 7. YOU SAY NO TO COMMUTERSCreative Commons
  8. 8. YOU SAY NO TO HIKERShttp://en.wikipedia.org/wiki/File:Dog_hiking_in_Manitou_Springs.jpg
  9. 9. YOU SAYNO TO THESOFA MODE Creative Commons
  10. 10. YOU SAY NO TO THE AUDIENCEhttp://www.justjared.com/photo-gallery/1095191/tom-cruise-kids-soccer-game-16/emily-maynard-jef-holm-split/
  11. 11. YOU SAY NO TO SHOPPING Research that starts on smartphones leads to purchase across channels: 37% > purchased via computers 32% > purchased offline Googlehttp://www.prweb.com/releases/2012greenstackdining/10holidayshopping/prweb10050418.htm
  12. 12. YOU SAY NO TO M-HEALTHhttp://fotisliarokapis.blogspot.se/2010/10/mobile-health-monitoring.html
  13. 13. YOU SAY NO TO IMMIGRANTShttp://bakgatan.se/forum3/viewtopic.php?f=6&t=899
  14. 14. YOU SAY NO TO PEOPLE IN NEEDhttp://blogs.app.com/inthemoney/2011/03/15/wegmans-announces-check-out-program-for-japan-relief/
  15. 15. YOU SAY NO TO PRODUCTIVITY AND EFFICIENCYhttp://yearofstina.files.wordpress.com/2009/05/onsdag-27-kontor_panorama1-w1200.jpg
  16. 16. YOU SAY NO TOFIELDWORKERS
  17. 17. I THINK THIS GUY IS ONTHE RIGHT TRACK “I want us to ask ourselves every day, how are we using technology to make a real difference in people’s lives.” President Barack Obama, 2012
  18. 18. THE DIGITAL GOVERNMENT Enable the American people and an increasingly mobile workforce to access high-quality digital government information and services anywhere, anytime, on any device.
  19. 19. THE SWEDISH GOVERNMENT
  20. 20. ENOUGH ALREADY, WE GOT THIS!
  21. 21. content first? flexiblemobile version?location responsive web design or cms? specific sites? mobilebased? mobile first? context?situationalawareness? users first?cross-platform? organisation?
  22. 22. kind ofTHERE IS NO MOBILECONTEXT, THERE ARE DIFFERENT NEEDS.
  23. 23. MOBILE & this is not internet! LOCAL mobile local don’t generalise based on this!Source: Karen McGrane
  24. 24. SITUATIONALAWARENESSIKEA lacks situational awareness
  25. 25. use situational awarenessSITUATIONAL for advertisingAWARENESS smart advertisingdumb advertising dumb advertising smart advertising smart advertising site ?
  26. 26. THERE IS NO MOBILE VERSION, THERE IS A SERVICE.
  27. 27. WHY SHOULD MOBILE BE LESS?
  28. 28. THERE ARE TWOCHOICES, RESPONSIVE WEB OR A SPECIFIC MOBILE SITE. yes there are apps too
  29. 29. OBAMA VS. ROMNEY Romney A fraction of the full site Simple but hidden navigation Light Obama No link to full site Complex navigation Long pages HeavyEvaluation by Brad Frost
  30. 30. RESPONSIVE WEB Layout Content Fluid design Responsive Capability @media queries images, etc Order, priority, Usersʼ goals “whitespace” Content selectionSource: Jasonthings.com
  31. 31. RESPONSIVE VS. SPECIFIC
  32. 32. RESPONSIBLE WEB Layout Content Fluid design Responsive Capability @media queries images, etc Order, priority, Usersʼ goals “whitespace” Content selectionSource: Jasonthings.com
  33. 33. PLATFORM FIRST image image image text text image
  34. 34. CONTENT FIRST
  35. 35. THE MOBILE EXPERIENCEhttp://umlud.blogspot.se/2010_05_01_archive.html
  36. 36. WITH WELL STRUCTURED, ELASTICFLEXIBLE CONTENT YOUARE BUILDING FOR THE FUTURE.
  37. 37. THE FUTURE CALLED... AND WANTS YOU TO KNOW THAT YOUR ADAPTED SERVICE REQUIRES A SUPPORTIVE CMS. GOT ONE?
  38. 38. A POSSIBLE PROCESS Decide on When necessary strategyDefine usersʼ goals forinteracting with your features,functions and content. Adapt ifyou do not meet those goals. Update CMS based on newYour future strategy and findings on goals andinformation architecture Tag and package requirements.should be based on thesegoals. content Content inventory. What content do you have today, what needs to be added, how Define goals for is it tagged and structured? content and pages Prototype and test Concept Wireframes Validate and Analysis and objectives update Graphics Development Test & Evaluate Sprint X
  39. 39. MAJOR CHALLENGESThe project: what role should your mobile initiative playfrom both short term and long term perspectives? Youmight need to plan with different goals in mind.Your organisation: How do you bridge betweendepartments? How can you eliminate possible silostructures. You don’t need a secluded mobile/web team,you need a vision that everyone contributes to.Your vision: Mobile first? Content first? Aim for a “futureproof” goal and make sure you take little steps towards thatgoal.
  40. 40. WHAT IS THIS?
  41. 41. OFFLINE USERS USED TO BE BLIND, BUT THANKS TOSMARTPHONES, THEY CAN SEE.
  42. 42. WHAT DO YOU WANT THEM TO SEE? THANK YOU!Sofia Svanteson, Founder & Design Strategist, Ocean Observations #MF12 @sofiasvanteson @ocean_sthlm

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