Mobile Friendly Web Design

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Mobile Friendly Web Design

  1. 1. AGENCY PRIMERS SERIES: MOBILE-FRIENDLY WEB DESIGN
  2. 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. 3. We partner with advertisers, marketers and other people with big plans to build award-winning interactive projects.
  4. 4. About Us Mark Hurlburt and Annette Johnson
  5. 5. What is the Mobile Web? Hint: It’s a mix of content and technology.
  6. 6. Mobile Web Challenges Presentation Issues Input Differences Bandwidth Availability User Goals Technology Limitations
  7. 7. Mobile Web Advantages Portable Contextual Location Awareness Always On
  8. 8. A Bit of History In the beginning... WAP Walled-garden approach from mobile carriers Nowadays... HTML Search-dominant “real” internet
  9. 9. Mobile Web Market
  10. 10. Q:Who Has a Cellphone? A: Everyone -271,000,000 Phones in the US
  11. 11. 32% of Americans Have Gotten Online with a Mobile Device
  12. 12. Three Classes of Users Feature Phones Smartphones Touchscreen Smartphones
  13. 13. Smartphone Landscape Smartphone Market Mobile Market 23% Mobile HTML Requests 28% 25% 77% 72% 75% Touchscreen Smartphones Other
  14. 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. 15. Advertising Spend Mobile advertising is expected to grow by 15% in 2010 to 2.9B
  16. 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. 17. Mobile User Motivation Stay in touch with others Accessing information on the go Posting content on the go 0% 25% 50%
  18. 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. 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. 20. How Many Sites Do You Need?
  21. 21. Usability Success Rates Feature Phones 38 Smart Phones 55 Touchscreen Smartphones 75 Desktop Browser 80 0% 50% 100%
  22. 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. 23. Separating Mobile Users “example.mobi” style separate domain “mobile.example.com” third level domain “example.com/mobile” Browser and/or device “sniffing”
  24. 24. Design Considerations Simplicity Prioritized Content Simplified Layout, Reduced Images
  25. 25. Examples
  26. 26. QUESTIONS? More answers online at http://nerdery.com
  27. 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. 28. Save the Date Webinars on Jan 19th and 21th

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