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Mobilising Digital - Perth 13/03/14

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More people are using mobile platforms to access information - can your business afford to be left behind in an age of rapid digital transformation? …

More people are using mobile platforms to access information - can your business afford to be left behind in an age of rapid digital transformation?

When once it was acceptable to be in the late majority when it came to adjusting your business to technological advancements, nowadays you have to lead the pack in order to be a viable business.

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  • 1. 13 March 2014 Optimising Mobile #precsem | @precedentapac
  • 2. Optimising Mobile 1.  When one screen became many… 2.  Spotting the Opportunity 3.  Design considerations -  Short break – 4.  Making it happen 5.  Considering the future 6.  Summary
  • 3. What is a mobile device and how are people using them? 1. When one screen became many…
  • 4. https://www.flickr.com/photos/pinguino/8527588008 According to Wikipedia a ‘mobile device’ covers everything from tablets to pagers…
  • 5. http://flickr.com/photos/74105777@N00/6153558098 So, when we talk about Optimising for Mobile today we should be talking about ‘multiscreen interactions’.
  • 6. 88.2%of all media interactions are screen based Google -The New Multi-Screen World: Australia - http://bit.ly/1gdIs8p
  • 7. 7% 23% 23% 36% 11% Tablet Television Computer Smartphone Other Breakdown of media interactions Google -The New Multi-Screen World: Australia - http://bit.ly/1gdIs8p
  • 8. https://www.flickr.com/photos/spry/9845082153 “Smartphones are the backbone of our daily media use… Going mobile has become a business imperative.” GOOGLE: THE NEW MULTI-SCREEN WORLD: AUSTRALIA
  • 9. 11.2m At May 2013 Australians owned a smartphone Source: ACMA - Australia’s mobile digital economy - http://bit.ly/ND6va9
  • 10. 7.5m During June 2013 Australians accessed the internet via a mobile phone Source: ACMA - Australia’s mobile digital economy - http://bit.ly/ND6va9
  • 11. https://www.flickr.com/photos/shankaronline/9234917993 Tablet sales continue to increase globally despite their lower showing in the media consumption figures.
  • 12. 2.3m In the first half of 2013 tablets were sold in Australia Source: Telsyte - https://www.telsyte.com.au/
  • 13. 7m Currently here are some tablet users in Australia Source: Telsyte - https://www.telsyte.com.au/
  • 14. 43% 52% 5% Android iOS Windows Tablets by operating system - Australia Source: Telsyte - https://www.telsyte.com.au/
  • 15. 62% 36% 2% Android iOS Windows Tablets by operating system - Global Source: Telsyte - https://www.telsyte.com.au/
  • 16. https://www.flickr.com/photos/bretarnett/74386954 So, optimising for mobile covers more than smartphones
  • 17. https://www.flickr.com/photos/bobushka/637560691 Our media consumption is now overwhelmingly via screen
  • 18. http://www.flickr.com/photos/ylbert/8161604331/ The majority of this consumption is via smartphone
  • 19. https://www.flickr.com/photos/comedynose/8453006021 Tablet use continues to grow at an accelerated rate thanks to cheaper products entering the market
  • 20. Android will most likely overtake iOS as the majority operating system for devices following the current global trend http://i4.mirror.co.uk/incoming/article3201373.ece/ALTERNATES/s2197/Best-ever-selfie-taken-at-the-2014-Oscars-3201373.jpg
  • 21. Multiple screens, multiple channels… where to start? 2. Spotting the Opportunity
  • 22. https://www.flickr.com/photos/dacheeses/5494756109 App Myopia. This is a paradigm that sees every possible mobile opportunity only as an exercise in creating an app. SCOTT JENSON – Product Strategy at Google
  • 23. In Finland, planners are known to visit their parks immediately after the first snowfall… (these ‘desire lines’ are) indicated by their footprints and can be used to guide the routing of new purpose built paths. https://www.flickr.com/photos/ptenec242/5988307675
  • 24. https://www.flickr.com/photos/antjeverena/10796080723 We know mobile devices have changed our behavior but what does that mean to your organisation? https://www.flickr.com/photos/antjeverena/10796123073 1. IDENTIFY ASSUMPTIONS
  • 25. The only people who can tell you if your assumptions are correct are the people who you are targeting. 2. TEST ASSUMPTIONS
  • 26. By drawing out your identified users and their scenarios you can start to find those ‘desire lines’ that will create a meaningful interaction. 3. VISUALISE GOALS AND TASKS
  • 27. Ability Motivation Triggers Succeed Here Triggers Fail Here High Motivation Low Motivation Hard To Do Easy To Do B.J. Fogg Behavior Model Source: www.behaviormodel.org
  • 28. https://www.flickr.com/photos/matsugoro/324841451 There are two main modes of multi-screening. Sequential usage; Moving from one device to another at di erent times to accomplish a task
  • 29. https://www.flickr.com/photos/ladykat81/7571006540 Simultaneous usage; Using more than one device at a time for either a related or an unrelated task.
  • 30. CASE STUDY: TESCO BANK https://www.flickr.com/photos/snapdoc/5818996692 Our team in Edinburgh found that a high percentage of travellers bought their insurance online, on their phone and on the way to the airport.
  • 31. CASE STUDY: TESCO BANK This helped us identify the need for a mobile site and also dictated how we responded.
  • 32. CASE STUDY: TESCO BANK
  • 33. Not just a pretty fascia. 3. Design Considerations
  • 34. https://www.flickr.com/photos/honzasterba/4820991470 Effective mobile designs not only account for these one thumb/one eyeball experiences but aim to optimize for them as well. LUKE WROBLEWSKI – MOBILE FIRST
  • 35. FontAwesome: http://fortawesome.github.io/ Over the last 25 years we have evolved visual icon standards to shortcut key actions.
  • 36. Design Considerations – Hit Areas https://www.flickr.com/photos/arjunvkp/7732829512 User interface controls have to be big enough to capture fingertip actions without frustrating users with erroneous actions and tiny targets.
  • 37. Users are not sympathetic to poor network coverage and don’t adjust their expectations when WIFI isn’t available.
  • 38. https://www.flickr.com/photos/lachlanhardy/7708520454 There are only two types of essential image online. Those used for recognition and those used for description.
  • 39. Right hand Easy Average Hard Left hand Easy Average Hard Screen designs should take into consideration the devices that they will inhabit, think about reach as well as screen dimensions. http://www.lukew.com/ff/entry.asp?1649
  • 40. ‘My issue with responsive design is when it becomes lowest common denominator design, ‘working’ on all screens but not excelling on any’ ROAN LAVERY – FREE AGENT http://www.freeagent.com/
  • 41. CASE STUDY: PERTH ARENA
  • 42. CASE STUDY: PERTH ARENA
  • 43. CASE STUDY: PERTH ARENA
  • 44. COFFEE BREAK
  • 45. 4. Making it happen
  • 46. What channels has your organisation prioritised in relation to digital customer experience initiatives? Source: March 2013 Global Digital Experience Delivery Online Survey – Forrester Research Inc. 1% 3% 6% 13% 43% 44% 47% 56% 59% 80% Don’t know Smart TV Emerging channels (e.g. wearables, digital Digital signage and kiosks Mobile application (excluding tablet) Mobile application for tablet Social site or community Mobile web (excluding tablet) Mobile web, for tablet Traditional (e.g.) desktop web
  • 47. 0 5 10 15 20 25 30 35 40 iPhone Safari Android Chrome iPod Touch Mobile operating system in Australia Source: http://gs.statcounter.com/
  • 48. 3core approaches to mobile development. In reality there are
  • 49. A website built around a tailored user experience for only mobile access. 1. .M or .MOBI
  • 50. A website that changes ratios (and/or content) based on the device viewport. 2. RESPONSIVE
  • 51. A website that uses a framework like PhoneGap to allow distribution as an app. 3. APPS - HYBRID or FRAMEWORK APP
  • 52. An app built exclusively for the operating system or device on which it runs. 3.APPS - NATIVE APP
  • 53. Faster development with an iterative roadmap will kickstart any income stream and allow for early understanding of benefits. http://www.flickr.com/photos/angusf/2236023038
  • 54. 18w Average time to create a native app Source: Kinvey - http://www.kinvey.com/blog/2086/how-long-does-it-take-to-build-a-mobile-app/
  • 55. 13w Perth Arena hybrid app project timeline * 4 weeks design, 4 weeks development (3 weeks app, 1 week api build to drive app data), rest split between UX, research and PM
  • 56. Making It Happen – Content: Mobile First
  • 57. Making It Happen – Content: Adapting content
  • 58. Whatever approach you are considering you should work initially using sketching, rapid prototyping methods and try to identify the minimum viable product that you can build upon.
  • 59. CASE STUDY: MONASH UNIVERSITY
  • 60. CASE STUDY: MONASH UNIVERSITY
  • 61. CASE STUDY: MONASH UNIVERSITY
  • 62. CASE STUDY: MONASH UNIVERSITY
  • 63. CASE STUDY: MONASH UNIVERSITY
  • 64. 5. Considering the future
  • 65. “The web will be everything, but it will be nothing. It will be like electricity, it is just there” ERIC SCHMIDT – EXECUTIVE CHAIRMAN GOOGLE https://www.flickr.com/photos/fitzvillafuerte/4444507668
  • 66. “Services aren’t made on an assembly line… you can’t predict precisely which [touchpoint] each user will need… The service is experienced differently by every person, because every person is different” ANDY POLAINE http://www.projectara.com/
  • 67. From Nike+ to Galaxy Gear, wearable technology has arrived and with it the expectation of the ‘internet of things’. http://www.flickr.com/photos/samsungtomorrow/9675081089
  • 68. In acquiring Nest Google may have signaled that it is interested in getting even more intimate with customers behaviors.
  • 69. Smart locks like August can feed into a combined, smart home, to start music, schedule dinner and turn lights on.
  • 70. At SXSW 2014 Google announced they will be releasing a developer SDK that will make it easier for companies to create wearable devices that run on Android.
  • 71. “Technologies aren’t solutions, they’re simply tools that help us tell stories about our products” STEPHANIE RIEGER - YIIBU https://www.flickr.com/photos/95521796@N00/267952677
  • 72. 6. Summary
  • 73. 1. RESEARCH We now live in a multi device world where both smartphones and tablets are increasingly becoming the main touchpoints for consumers.
  • 74. 2. OPPORTUNITIES Users will create their own paths to content, to create engaging, meaningful and valuable experiences we need to uncover our users motivations and journeys.
  • 75. 3. DESIGN There is a rich and growing visual language that has evolved over the last 25 years of the web. Use this as a base for your presence rather than inventing new ones.
  • 76. 4. TECHNOLOGY The ideal approach to optimising for mobile is to prototype, test, implement and repeat. Learn from successes and failures to continually adapt to change.
  • 77. 5. FUTURE The future will revolve around the ability of users to customise their experiences to their needs and for businesses to record greater amounts of data from that.
  • 78. At Precedent we are committed to looking at simple solutions to seemingly complex digital problems…
  • 79. UPCOMING REPORT
  • 80. Where referenced images have been used under the creative commons attribution license. http://creativecommons.org

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