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

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. ...

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.

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

  • 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
  • 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 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
  • 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 MOBILE?
  • 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
  • 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 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
  • 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 content onto mobile devices. Period.” — Karen McGrane
  • the web you were used to is gone | @albertatrebla MOB’d UP - San Diego WHO DECIDES WHAT MATTERS? image: flickr.com/photos/d_space
  • the web you were used to is gone | @albertatrebla MOB’d UP - San Diego MOBILE IS SOCIAL image: flickr.com/photos/strandloper/
  • 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 something on the internet, they will want to do it using their mobile device. Period.” — Karen McGrane
  • the web you were used to is gone | @albertatrebla MOB’d UP - San Diego WHAT ABOUT CONTEXT? image: flickr.com/photos/kattebelletje/
  • 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 SUCH A THING AS MOBILE IA
  • 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
  • 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
  • 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
  • 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
  • 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 PATTERNS WAYFINDING
  • 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 TO CREATE MEANING SENSEMAKING
  • 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
  • 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
  • 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 image: abookapart.com
  • 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 • Independent of presentation layer • Metadata • Content Management System (CMS)
  • 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-api-examples
  • 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 albertasoranzo.com Illustration: Dan Willis
  • 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/