Mobile Friendly Web Design

AGENCY PRIMERS SERIES: MOBILE-FRIENDLY WEB DESIGN

A D i v i s i o n o f S I E R R A B R AV O C O R P O R AT I O N

We partner with advertisers, marketers and other people with big plans to build award-winning interactive projects.

About Us Mark Hurlburt and Annette Johnson

What is the Mobile Web? Hint: It’s a mix of content and technology.

Mobile Web Challenges Presentation Issues Input Differences Bandwidth Availability User Goals Technology Limitations

Mobile Web Advantages Portable Contextual Location Awareness Always On

A Bit of History In the beginning... WAP Walled-garden approach from mobile carriers Nowadays... HTML Search-dominant “real” internet

Mobile Web Market

Q:Who Has a Cellphone? A: Everyone -271,000,000 Phones in the US

32% of Americans Have Gotten Online with a Mobile Device

Three Classes of Users Feature Phones Smartphones Touchscreen Smartphones

Smartphone Landscape Smartphone Market Mobile Market 23% Mobile HTML Requests 28% 25% 77% 72% 75% Touchscreen Smartphones Other

What About Other Devices? 45% of adults own iPods or other MP3 players (5%) 41% of adults own game consoles (9%) 14% of adults own PDAs (7%) 2% of adults own e-book readers (1%)

Advertising Spend Mobile advertising is expected to grow by 15% in 2010 to 2.9B

Mobile Advertising Outlook 72% say they’ve used mobile advertising tactics already 31% plan to spend between $100-249K, 15% plan to spend $1M+ 78% of agencies said their mobile campaigns had met their goals, 9% said their expectations were exceeded

Mobile User Motivation Stay in touch with others Accessing information on the go Posting content on the go 0% 25% 50%

Mobile Users Are Not Desktop Users Knowing that these users are different is the first step, what do you do with that information?

Competing Mobile Web Dogmas “One Web” - Adapting the user interface of a website to conform to the device that is being used to view it (also referenced as device independence) “Contextual Web” - Adapting the functionality of the site to focus on content, features and tools of particular interest to the given user

How Many Sites Do You Need?

Usability Success Rates Feature Phones 38 Smart Phones 55 Touchscreen Smartphones 75 Desktop Browser 80 0% 50% 100%

Best Practices Single point of entry to a site Avoid popups, frames and other multi-window layout and navigation techniques Avoid rich media (i.e. Flash) or provide alternative content Strive for valid markup Provide link to “full site”

Separating Mobile Users “example.mobi” style separate domain “mobile.example.com” third level domain “example.com/mobile” Browser and/or device “sniffing”

Design Considerations Simplicity Prioritized Content Simplified Layout, Reduced Images

Examples

QUESTIONS? More answers online at http://nerdery.com

Resources W3C http://www.w3.org/TR/mobile-bp Jakob Neilsen http://www.useit.com/alertbox/mobile-usability.html Pew Center for the Internet and American Life http://www.pewinternet.org/Reports/2009/12- Wireless-Internet-Use.aspx

Save the Date Webinars on Jan 19th and 21th

Mobile Friendly Web Design

by The Nerdery on Dec 15, 2009

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