image: flickr.com/photos/gregoryjordan
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
THE WEB YOU ...
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
REMEMBER THE INTERNET?
image: wtfjeans.com
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
THE INTERNET IS IN YOUR PANTS
image: wtfjeans.com
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
WHAT IS MOBILE?
image: huffingtonpost.com (Alamy)
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE USAGE STATISTICS
• 86% of mobile internet us...
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE ONLY PAGEVIEWS
source: mobithinking.com
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
image: flickr.com/photos/guidedbycthulhu
WHAT IS MO...
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE WEB STATISTICS
• 99% of smartphone owners us...
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE ONLY USERS
source: mobithinking.com
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE SEARCH STATISTICS
• 95% of mobile users use ...
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
DIRECTV
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
DIRECTV
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
DIRECTV
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
DO YOU HAVE A WEBSITE?
“You need to get your conten...
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
WHO DECIDES WHAT MATTERS?
image: flickr.com/photos/...
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE IS SOCIAL
image: flickr.com/photos/strandlop...
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE ONLY FACEBOOK
source: allfacebook.com
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
HOW WE USE THE INTERNET
“If people want to do somet...
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
WHAT ABOUT CONTEXT?
image: flickr.com/photos/katteb...
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
WHAT ABOUT CONTEXT?
image: flickr.com/photos/piblet
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
ONE SITE
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MANY DEVICES
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
image: flickr.com/photos/cannedtuna
THERE IS NO SUC...
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
WHAT IS IA?
The structural design of shared informa...
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
CROSS-CHANNEL IA BLUEPRINT
image: tylertate.com/blo...
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
image: journalofia.org/volume1/issue1/02-brugnoli/j...
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
WHAT DOES IA DO?
IA interprets information and expr...
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
DESKTOP
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
TABLET
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
image: Android Design Patterns
STRUCTURE AS DESIGN ...
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE PATTERNS - HYERARCHY
source: uxbooth.com
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE PATTERNS - HYERARCHY
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE PATTERNS - HUB & SPOKE
source: uxbooth.com
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE PATTERNS - HUB & SPOKE
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE PATTERNS - NESTED DOLL
source: uxbooth.com
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE PATTERNS - NESTED DOLL
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE PATTERNS - TABBED VIEW
source: uxbooth.com
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE PATTERNS - TABBED VIEW
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE PATTERNS - BENTO BOX
source: uxbooth.com
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE PATTERNS - BENTO BOX
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE PATTERNS - FILTERED VIEW
source: uxbooth.com
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE PATTERNS - FILTERED VIEW
Filter Filter
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
image: flickr.com/photos/10ch
MANAGING INFORMATION ...
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
CONTENT = INFORMATION
“Typically information foragi...
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
CONTENT = INFORMATION
“A strong information layer i...
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
WAYFINDING
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
THERE IS NO SUCH A THING AS
MOBILE CONTENT STRATEGY...
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
THE CHALLENGE
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
ADAPTIVE CONTENT
• Reusable
• Strong structure
• In...
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
ADAPTIVE CONTENT
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
REUSABLE CONTENT
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
METADATA
image: http://dev.npr.org/#station-finder-...
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
PROGRESSIVE DISCLOSURE
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
THE INTERNET IN YOUR PANTS
image: techpinions.com
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
THE FUTURE IS YESTERDAY
image: slashgear.com
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
BTW
image: flickr.com/photos/gregoryjordan
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
STEPHEN HAY
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
thank you.
@albertatrebla
albertasoranzo@gmail.com
...
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
RESOURCES
Content Strategy for Mobile
Karen McGrane...
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The web you were used to is gone. Architecture and strategy for your mobile content.

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Information architecture and content strategy are the foundation of any website but, when it comes to mobile, they can literally mean the life or death of a product.

The truth is that even the best-designed and well-engineered mobile products can still fail if their IA is not sound, and that’s because mobile information architecture doesn’t only define the structure of content, but also determines how users will interact with it. And speaking of content, do you know what content should go on your mobile sites and apps? Are your users finding what they came for?

In this talk we will take a look at the thought process that drives mobile content strategy, the specific challenges and opportunities of the mobile space and how information architecture and content strategy contribute to the creation of outstanding mobile experiences.

Published in: Technology, Business, Sports

The web you were used to is gone. Architecture and strategy for your mobile content.

  1. image: flickr.com/photos/gregoryjordan the web you were used to is gone | @albertatrebla MOB’d UP - San Diego THE WEB YOU WERE USED TO IS GONE Architecture and strategy for your mobile content alberta soranzo | @albertatrebla MOB’d UP - San Diego, CA
  2. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego REMEMBER THE INTERNET? image: wtfjeans.com
  3. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego THE INTERNET IS IN YOUR PANTS image: wtfjeans.com
  4. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego WHAT IS MOBILE? image: huffingtonpost.com (Alamy)
  5. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego MOBILE USAGE STATISTICS • 86% of mobile internet users use their device while watching TV.  • By 2014, mobile internet usage will overtake desktop internet usage.  • Adults spend more time on mobile media than they do on newspapers and magazines combined.   source: pocketyourshop.wordpress.com
  6. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego MOBILE ONLY PAGEVIEWS source: mobithinking.com
  7. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego image: flickr.com/photos/guidedbycthulhu WHAT IS MOBILE?
  8. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego MOBILE WEB STATISTICS • 99% of smartphone owners use their mobile browser at least once a day.  • 46% of consumers will NOT return to a mobile site that is not working properly.  • 39% of business do nothing to make site mobile-ready. • 74% of consumers will wait 5 seconds for a web page to load on their mobile device before abandoning the site. • 18% of all web traffic in the U.S. is mobile traffic. That number skyrockets to 24% in Africa, and 30% in Asia. This is up 192.5% since 2011. source: pocketyourshop.wordpress.com
  9. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego MOBILE ONLY USERS source: mobithinking.com
  10. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego MOBILE SEARCH STATISTICS • 95% of mobile users use their devices for local search.  • 52% of all local searches are done from a mobile device.  • 9 out of 10 mobile phone searches result in a purchase or visit.  • 3 out of every 5 searches are conducted on a mobile device.  source: pocketyourshop.wordpress.com
  11. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego DIRECTV
  12. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego DIRECTV
  13. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego DIRECTV
  14. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego DO YOU HAVE A WEBSITE? “You need to get your content onto mobile devices. Period.” — Karen McGrane
  15. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego WHO DECIDES WHAT MATTERS? image: flickr.com/photos/d_space
  16. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego MOBILE IS SOCIAL image: flickr.com/photos/strandloper/
  17. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego MOBILE ONLY FACEBOOK source: allfacebook.com
  18. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego HOW WE USE THE INTERNET “If people want to do something on the internet, they will want to do it using their mobile device. Period.” — Karen McGrane
  19. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego WHAT ABOUT CONTEXT? image: flickr.com/photos/kattebelletje/
  20. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego WHAT ABOUT CONTEXT? image: flickr.com/photos/piblet
  21. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego ONE SITE
  22. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego MANY DEVICES
  23. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego image: flickr.com/photos/cannedtuna THERE IS NO SUCH A THING AS MOBILE IA
  24. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego WHAT IS IA? The structural design of shared information environments. source: en.wikipedia.org/wiki/Information_architecture
  25. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego CROSS-CHANNEL IA BLUEPRINT image: tylertate.com/blog/2012/02/21/cross-channel-ia-blueprint.html
  26. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego image: journalofia.org/volume1/issue1/02-brugnoli/jofia-0101-02-brugnoli.pdf TOUCHPOINTS MATRIX
  27. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego WHAT DOES IA DO? IA interprets information and expresses distinctions between signs and systems of signs and involves the categorization of information into a coherent structure. source: en.wikipedia.org/wiki/Information_architecture
  28. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego DESKTOP
  29. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego TABLET
  30. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego MOBILE
  31. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego image: Android Design Patterns STRUCTURE AS DESIGN PATTERNS WAYFINDING
  32. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego MOBILE PATTERNS - HYERARCHY source: uxbooth.com
  33. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego MOBILE PATTERNS - HYERARCHY
  34. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego MOBILE PATTERNS - HUB & SPOKE source: uxbooth.com
  35. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego MOBILE PATTERNS - HUB & SPOKE
  36. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego MOBILE PATTERNS - NESTED DOLL source: uxbooth.com
  37. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego MOBILE PATTERNS - NESTED DOLL
  38. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego MOBILE PATTERNS - TABBED VIEW source: uxbooth.com
  39. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego MOBILE PATTERNS - TABBED VIEW
  40. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego MOBILE PATTERNS - BENTO BOX source: uxbooth.com
  41. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego MOBILE PATTERNS - BENTO BOX
  42. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego MOBILE PATTERNS - FILTERED VIEW source: uxbooth.com
  43. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego MOBILE PATTERNS - FILTERED VIEW Filter Filter
  44. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego image: flickr.com/photos/10ch MANAGING INFORMATION TO CREATE MEANING SENSEMAKING
  45. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego CONTENT = INFORMATION “Typically information foraging must be analysed as decision making under uncertainty” — Peter Pirolli
  46. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego CONTENT = INFORMATION “A strong information layer is the key to cross- channel success” — Andrea Resmini and Luca Rosati
  47. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego WAYFINDING
  48. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego THERE IS NO SUCH A THING AS MOBILE CONTENT STRATEGY image: abookapart.com
  49. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego THE CHALLENGE
  50. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego ADAPTIVE CONTENT • Reusable • Strong structure • Independent of presentation layer • Metadata • Content Management System (CMS)
  51. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego ADAPTIVE CONTENT
  52. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego REUSABLE CONTENT
  53. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego METADATA image: http://dev.npr.org/#station-finder-api-examples
  54. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego PROGRESSIVE DISCLOSURE
  55. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego THE INTERNET IN YOUR PANTS image: techpinions.com
  56. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego THE FUTURE IS YESTERDAY image: slashgear.com
  57. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego BTW image: flickr.com/photos/gregoryjordan
  58. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego STEPHEN HAY
  59. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego thank you. @albertatrebla albertasoranzo@gmail.com albertasoranzo.com Illustration: Dan Willis
  60. the web you were used to is gone | @albertatrebla MOB’d UP - San Diego RESOURCES Content Strategy for Mobile Karen McGrane A Book Apart, 2011 Pervasive Information Architecture Andrea Resmini, Luca Rosati Morgan Kaufman, 2012 Android Design Patterns Greg Nudelman Wiley, 2013 Information Foraging Theory: Adaptive Interaction with Information Peter Tirolli Oxford University Press (USA), 2009 Fisher, J., Norris, S., & E. Buie (2012). Sense-making in Cross-channel Design. Journal of Information Architecture. Vol. 4, No. 1-2. journalofia.org/volume4/issue2/02-fisher/

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