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The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014
The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014
The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014
The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014
The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014
The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014
The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014
The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014
The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014
The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014
The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014
The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014
The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014
The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014
The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014
The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014
The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014
The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014
The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014
The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014
The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014
The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014
The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014
The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014
The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014
The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014
The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014
The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014
The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014
The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014
The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014
The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014
The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014
The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014
The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014
The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014
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The Perils of Taking Great UX Commerce Mobile :: MoDevUX - 2014

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content strategy,cope,mobile,responsive,user experience design

content strategy,cope,mobile,responsive,user experience design

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  • 1. Dara Pressley @UXDiva The Perils of Taking Great UX Commerce Mobile
  • 2. The greatest peril for the mobile strategy of Enterprise is the audacity of the user
  • 3. –Karen McGrane | Content Strategy for Mobile “Users insist on consuming content on the device most convenient to them.” “They decide how and when to access your content, not you.”
  • 4. Too often Enterprise makes assumptions about the experience they should create on mobile which are often a great departure from the experience that users are expecting.
  • 5. Flickr: "Curbside Cookoff 2010 Lobster Truck" by Mr.TinDC CC: Attribution-NoDerivs License CustomInk certainly did not expect users to create T-Shirts on their mobile devices in 2011. But Mr. T used his mobile phone to design his products while waiting for customers.
  • 6. Obstacles Going Mobile • Technology • Content • Responsive vs. Optimized • Full Scale Redesign vs. Iterative Changes • Mobile Friendly vs. Mobile Experience • Internal Politics • Change Management • The Bottom Line
  • 7. A few examples
  • 8. NPR & COPE Create Once, Publish Everywhere
  • 9. NPR is the poster child for content done right - COPE separates the data from the interface so that that same dataset can be published to multiple interfaces. - Using a taxonomy system complete with proper tagging, categorization, and meta-data, the same content can be used beyond the website. - In fact, data can be moved even beyond mobile and tablet. NPR data currently streams to iTunes. - With a multichannel strategy, the data can be pushed to social platforms, and internet connected devices such as cars and stoves.
  • 10. CMS COPE & More
  • 11. images: mashable.com | npr.com iPad iTunes iPhone
  • 12. The Responsive Onion
  • 13. images: mediaquir.es Publishing lends itself nicely to responsive design. - Text easily bends to fit the space - With image optimization, images can be delivered at a size and weight best suited to the device. - Here you see The Onion has figured out how to reset ad placements per device so that the ads are not just clumped at the bottom.
  • 14. The Optimized Amazon
  • 15. • Amazon started in mobile long before notions of responsive design. • Each property is optimized for the best experience. • Window Shop for the iPad is so lovely, users may spend more than they had bargained for with out realizing • just click, click, click • Amazon has among it’s properties • amazon.com • amazon.com mobile • Mobile Apps • iPad Window Shop • If the Kindle is an optimized book buying/ reading experience • on Desktop, Mobile Apps, Tablets and the Kindle Tablet(s)
  • 16. Desktop Window Shop Mobile Web
  • 17. An Iterative Make over
  • 18. The design is dead Long live the redesign • The Guardian is working on redesign a responsive mobile first design • while still keeping the current desktop design active Working in the background
  • 19. So…. This is all great for content driven sites. ! What if your site is made up of applications?
  • 20. The Banking Industry Mobile is a chance to be innovative. Banking systems: - Old technology makes it difficult for banks to update their systems for internal apps and customer facing websites. - Mobile was a chance to start fresh / be innovative - These interfaces are easier to use than the full site and much more pleasing - I spoke with a Wells Fargo UXer (2 years ago) who was struggling to make the same games on their desktop property, and it hasn’t happened yet…
  • 21. Just imagine the experience of a brand new bank today
  • 22. • Each nuance of Simple is a delight. • Simple is banking done right on desktop and mobile. images: zagg.com
  • 23. Time Warner Cable • The goal of their redesign was to move from static HTML page to a Content Management System • Their plan was to create first an optimized desktop site then mobile. • Mobile needs changed their strategy • Users needed to be able to buy services • And Users needed to be able to get help with their services • Both of these needs had to be filled for when the user is not on desktop based internet
  • 24. Content & Change Management • Time Warner Cable quickly found that in order to support the content needs of their new management system they needed to have the right team in place • Companies that understand change management ahead of time, or adapt, will be most successful in creating their experiences
  • 25. Don’t judge a mobile experience based on a current experience that doesn’t exit. Internal Politics One of the biggest obstacles to creating a mobile experience is just getting started.
  • 26. CustomInk Making the Decision to go Mobile
  • 27. 6 CustomInk’s Design Lab
  • 28. • Early 2011 CustomInk mobile traffic was less than 10% — much lower than other retailers • Most of over all traffic came from Customer Referrals, SEO, and Paid Search • Landing on the site on Mobile resulted in an error page “Oops! You are in uncharted territory.” • As a company, CustomInk wanted the experience of their site to be awesome, and that was only happening on the desktop. • Rather than let mobile users choose to “pinch & zoom” desktop pages, their path was simply blocked. • Natural search began to send more mobile users to the site • For the most, those users were not returning on their desktop
  • 29. Flickr: "Curbside Cookoff 2010 Lobster Truck" by Mr.TinDC CC: Attribution-NoDerivs License Remember this guy… 6 This is what he’s working with
  • 30. • With the error page removed, users could browse the site • Early 2012, CustomInk began spending on TV ads • Viewers were browsing the mobiles for more information • By Q3, mobile traffic had almost doubled • Fixing the Design Lab to work on touch devices allowed mobile users to save their designs. • And of course… sharing brought people to the site from whatever device they were currently on.
  • 31. Fresh take on mobile Booster Fundraising Not having to worry about the impacts of the main site, Booster was a chance to take a look at mobile Fundraisers are meant to be shared and therefore created an inherit need for Booster to be available on what ever device the user chose to view.
  • 32. What Drives CustomInk Mobile Usage? • TV commercials • Email • Facebook • Sharing • Group Purchase • Booster What drives CustomInk mobile usage? •  Macro trends •  TV commercials •  Email •  Facebook 14
  • 33. What do mobile users want to do?
  • 34. “While I realize there are limitations for the site developer, as a general rule, I feel that anything available on the site should be available on mobile.” Users wanted to be able to do the same tasks on their mobile as their desktop.
  • 35. The way ahead | CustomInk • Creating a strategy that includes mobile while still continuing to enjoy the same gains in sales is both exciting and terrifying • All of the strategizes mentioned before come with wins and risks • Let’s just do what works for each experience in the site • So that users can use the device most convenient for them Starting with
  • 36. Thanks! Dara Pressley Lead User Experience Designer dpressley@customink.com @UXDiva

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