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Mobile Friendly Web Design

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  • 1. AGENCY PRIMERS SERIES: MOBILE-FRIENDLY WEB DESIGN
  • 2. 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
  • 3. We partner with advertisers, marketers and other people with big plans to build award-winning interactive projects.
  • 4. About Us Mark Hurlburt and Annette Johnson
  • 5. What is the Mobile Web? Hint: It’s a mix of content and technology.
  • 6. Mobile Web Challenges Presentation Issues Input Differences Bandwidth Availability User Goals Technology Limitations
  • 7. Mobile Web Advantages Portable Contextual Location Awareness Always On
  • 8. A Bit of History In the beginning... WAP Walled-garden approach from mobile carriers Nowadays... HTML Search-dominant “real” internet
  • 9. Mobile Web Market
  • 10. Q:Who Has a Cellphone? A: Everyone -271,000,000 Phones in the US
  • 11. 32% of Americans Have Gotten Online with a Mobile Device
  • 12. Three Classes of Users Feature Phones Smartphones Touchscreen Smartphones
  • 13. Smartphone Landscape Smartphone Market Mobile Market 23% Mobile HTML Requests 28% 25% 77% 72% 75% Touchscreen Smartphones Other
  • 14. 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%)
  • 15. Advertising Spend Mobile advertising is expected to grow by 15% in 2010 to 2.9B
  • 16. 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
  • 17. Mobile User Motivation Stay in touch with others Accessing information on the go Posting content on the go 0% 25% 50%
  • 18. Mobile Users Are Not Desktop Users Knowing that these users are different is the first step, what do you do with that information?
  • 19. 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
  • 20. How Many Sites Do You Need?
  • 21. Usability Success Rates Feature Phones 38 Smart Phones 55 Touchscreen Smartphones 75 Desktop Browser 80 0% 50% 100%
  • 22. 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”
  • 23. Separating Mobile Users “example.mobi” style separate domain “mobile.example.com” third level domain “example.com/mobile” Browser and/or device “sniffing”
  • 24. Design Considerations Simplicity Prioritized Content Simplified Layout, Reduced Images
  • 25. Examples
  • 26. QUESTIONS? More answers online at http://nerdery.com
  • 27. 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
  • 28. Save the Date Webinars on Jan 19th and 21th