The web you were used to is gone. Architecture and strategy for your mobile content. (v2)
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The web you were used to is gone. Architecture and strategy for your mobile content. (v2)

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*Updated version—delivered as in-agency talk on 9/24 in Bristol, UK* ...

*Updated version—delivered as in-agency talk on 9/24 in Bristol, UK*

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. (v2) Presentation Transcript

  • 1. THE WEB YOU WERE USED TO IS GONE Architecture and strategy for your mobile content alberta soranzo | @albertatrebla image: flickr.com/photos/gregoryjordan the web you were used to is gone @albertatrebla
  • 2. REMEMBER THE INTERNET? image: wtfjeans.com the web you were used to is gone @albertatrebla
  • 3. THE INTERNET IS IN YOUR PANTS image: wtfjeans.com the web you were used to is gone @albertatrebla
  • 4. WHAT IS MOBILE? image: huffingtonpost.com (Alamy) the web you were used to is gone @albertatrebla
  • 5. 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
  • 6. MOBILE ONLY PAGEVIEWS the web you were used to is gone @albertatrebla
  • 7. WHAT IS MOBILE? image: flickr.com/photos/guidedbycthulhu the web you were used to is gone @albertatrebla
  • 8. 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
  • 9. MOBILE ONLY USERS source: mobithinking.com the web you were used to is gone @albertatrebla
  • 10. 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
  • 11. DIRECTV the web you were used to is gone @albertatrebla
  • 12. DIRECTV the web you were used to is gone @albertatrebla
  • 13. 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
  • 14. WHO DECIDES WHAT MATTERS? image: flickr.com/photos/d_space the web you were used to is gone @albertatrebla
  • 15. MOBILE IS SOCIAL image: flickr.com/photos/strandloper/ the web you were used to is gone @albertatrebla
  • 16. MOBILE ONLY FACEBOOK source: allfacebook.com the web you were used to is gone @albertatrebla
  • 17. 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
  • 18. WHAT ABOUT CONTEXT? image: flickr.com/photos/kattebelletje/ the web you were used to is gone @albertatrebla
  • 19. WHAT ABOUT CONTEXT? image: flickr.com/photos/piblet the web you were used to is gone @albertatrebla
  • 20. ONE SITE the web you were used to is gone @albertatrebla
  • 21. MANY DEVICES the web you were used to is gone @albertatrebla
  • 22. THERE IS NO SUCH A THING AS MOBILE IA image: flickr.com/photos/cannedtuna the web you were used to is gone @albertatrebla
  • 23. 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
  • 24. 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
  • 25. TOUCHPOINTS MATRIX image: journalofia.org/volume1/issue1/02-brugnoli/jofia-0101-02-brugnoli.pdf the web you were used to is gone @albertatrebla
  • 26. 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
  • 27. DESKTOP the web you were used to is gone @albertatrebla
  • 28. TABLET the web you were used to is gone @albertatrebla
  • 29. MOBILE the web you were used to is gone @albertatrebla
  • 30. WAYFINDING STRUCTURE AS DESIGN PATTERNS image: Android Design Patterns the web you were used to is gone @albertatrebla
  • 31. MOBILE PATTERNS - HYERARCHY source: uxbooth.com the web you were used to is gone @albertatrebla
  • 32. MOBILE PATTERNS - HYERARCHY the web you were used to is gone @albertatrebla
  • 33. MOBILE PATTERNS - HUB & SPOKE source: uxbooth.com the web you were used to is gone @albertatrebla
  • 34. MOBILE PATTERNS - HUB & SPOKE the web you were used to is gone @albertatrebla
  • 35. MOBILE PATTERNS - NESTED DOLL source: uxbooth.com the web you were used to is gone @albertatrebla
  • 36. MOBILE PATTERNS - NESTED DOLL the web you were used to is gone @albertatrebla
  • 37. MOBILE PATTERNS - TABBED VIEW source: uxbooth.com the web you were used to is gone @albertatrebla
  • 38. MOBILE PATTERNS - TABBED VIEW the web you were used to is gone @albertatrebla
  • 39. MOBILE PATTERNS - BENTO BOX source: uxbooth.com the web you were used to is gone @albertatrebla
  • 40. MOBILE PATTERNS - BENTO BOX the web you were used to is gone @albertatrebla
  • 41. MOBILE PATTERNS - FILTERED VIEW source: uxbooth.com the web you were used to is gone @albertatrebla
  • 42. MOBILE PATTERNS - FILTERED VIEW Filter the web you were used to is gone Filter @albertatrebla
  • 43. SENSEMAKING MANAGING INFORMATION TO CREATE MEANING image: flickr.com/photos/10ch the web you were used to is gone @albertatrebla
  • 44. CONTENT = INFORMATION “Typically information foraging must be analysed as decision making under uncertainty” — Peter Pirolli the web you were used to is gone @albertatrebla
  • 45. CONTENT = INFORMATION “A strong information layer is the key to crosschannel success” — Andrea Resmini and Luca Rosati the web you were used to is gone @albertatrebla
  • 46. WAYFINDING FOR SENSEMAKING the web you were used to is gone @albertatrebla
  • 47. THERE IS NO SUCH A THING AS MOBILE CONTENT STRATEGY image: abookapart.com the web you were used to is gone @albertatrebla
  • 48. THE CHALLENGE the web you were used to is gone @albertatrebla
  • 49. ADAPTIVE CONTENT • • • • • Reusable Strong structure Independent of presentation layer Metadata Content Management System (CMS) the web you were used to is gone @albertatrebla
  • 50. ADAPTIVE CONTENT the web you were used to is gone @albertatrebla
  • 51. REUSABLE CONTENT the web you were used to is gone @albertatrebla
  • 52. STRUCTURED CONTENT the web you were used to is gone @albertatrebla
  • 53. STRUCTURED CONTENT GLOBAL NAVIGATION AND SERVICE LINKS SEARCH LOGO AND SLOGAN MAIN NAVIGATION SLIDE TITLE (10 WORDS MAX) FEATURED PRODUCT 1 (3 WORDS MAX) CAROUSEL PHOTO FEATURED PRODUCT 2 (3 WORDS MAX) PUB SEARCH SLIDE TEASER (50 WORDS MAX) ASK THE EXPERT (100 WORDS MAX) HEALTH CARE REFORM (100 WORDS MAX) PROGRAM 1 (50 WORDS MAX) PROGRAM 2 (50 WORDS MAX) PROGRAM 2 (50 WORDS MAX) PROGRAM 1 (50 WORDS MAX) the web you were used to is gone TOPIC CENTER (10 LINKS x 4 WORDS MAX) PROGRAM 2 (50 WORDS MAX) SPOTLIGHT (100 WORDS MAX) PROGRAM 2 (50 WORDS MAX) NEWS (5 LINKS x 10 WORDS MAX) NEWSLETTER SIGNUP @albertatrebla
  • 54. STRUCTURED CONTENT GLOBAL NAVIGATION AND SERVICE LINKS SEARCH LOGO AND SLOGAN MAIN NAVIGATION SLIDE TITLE (10 WORDS MAX) FEATURED PRODUCT 1 (3 WORDS MAX) CAROUSEL PHOTO FEATURED PRODUCT 2 (3 WORDS MAX) PUB SEARCH SLIDE TEASER (50 WORDS MAX) ASK THE EXPERT (100 WORDS MAX) HEALTH CARE REFORM (100 WORDS MAX) PROGRAM 1 (50 WORDS MAX) PROGRAM 2 (50 WORDS MAX) PROGRAM 2 (50 WORDS MAX) PROGRAM 1 (50 WORDS MAX) the web you were used to is gone TOPIC CENTER (10 LINKS x 4 WORDS MAX) PROGRAM 2 (50 WORDS MAX) SPOTLIGHT (100 WORDS MAX) PROGRAM 2 (50 WORDS MAX) NEWS (5 LINKS x 10 WORDS MAX) NEWSLETTER SIGNUP @albertatrebla
  • 55. STRUCTURED CONTENT GLOBAL NAVIGATION AND SERVICE LINKS SEARCH SLIDE TITLE (10 WORDS MAX) NAV CAROUSEL PHOTO SEARCH (SITE AND PUBS) CAROUSEL PHOTO THUMB SLIDE TEASER SHORT (10 WORDS MAX) SLIDE TEASER (50 WORDS MAX) FEATURED PRODUCT 1 (3 WORDS MAX) FEATURED PRODUCT 1 (3 WORDS MAX) PUB SEARCH FEATURED PRODUCT 2 (3 WORDS MAX) FEATURED PRODUCT 2 (3 WORDS MAX) TOPIC CENTER (10 LINKS x 4 WORDS MAX) NEWS (5 LINKS x 10 WORDS MAX) TOPIC CENTER (5 LINKS x 4 WORDS MAX) NEWS (5 LINKS x 10 WORDS MAX) NEWSLETTER SIGNUP the web you were used to is gone @albertatrebla
  • 56. STRUCTURED CONTENT GLOBAL NAVIGATION AND SERVICE LINKS SEARCH SLIDE TITLE (10 WORDS MAX) NAV CAROUSEL PHOTO SEARCH (SITE AND PUBS) CAROUSEL PHOTO THUMB SLIDE TEASER SHORT (10 WORDS MAX) SLIDE TEASER (50 WORDS MAX) FEATURED PRODUCT 1 (3 WORDS MAX) FEATURED PRODUCT 1 (3 WORDS MAX) PUB SEARCH FEATURED PRODUCT 2 (3 WORDS MAX) FEATURED PRODUCT 2 (3 WORDS MAX) TOPIC CENTER (10 LINKS x 4 WORDS MAX) NEWS (5 LINKS x 10 WORDS MAX) TOPIC CENTER (5 LINKS x 4 WORDS MAX) NEWS (5 LINKS x 10 WORDS MAX) NEWSLETTER SIGNUP the web you were used to is gone @albertatrebla
  • 57. STRUCTURED CONTENT GLOBAL NAVIGATION AND SERVICE LINKS SEARCH SLIDE TITLE (10 WORDS MAX) NAV CAROUSEL PHOTO SEARCH (SITE AND PUBS) CAROUSEL PHOTO THUMB SLIDE TEASER SHORT (10 WORDS MAX) SLIDE TEASER (50 WORDS MAX) FEATURED PRODUCT 1 (3 WORDS MAX) FEATURED PRODUCT 1 (3 WORDS MAX) PUB SEARCH FEATURED PRODUCT 2 (3 WORDS MAX) FEATURED PRODUCT 2 (3 WORDS MAX) TOPIC CENTER (10 LINKS x 4 WORDS MAX) NEWS (5 LINKS x 10 WORDS MAX) TOPIC CENTER (5 LINKS x 4 WORDS MAX) NEWS (5 LINKS x 10 WORDS MAX) NEWSLETTER SIGNUP the web you were used to is gone @albertatrebla
  • 58. STRUCTURED CONTENT GLOBAL NAVIGATION AND SERVICE LINKS SEARCH SLIDE TITLE (10 WORDS MAX) NAV CAROUSEL PHOTO SEARCH (SITE AND PUBS) CAROUSEL PHOTO THUMB SLIDE TEASER SHORT (10 WORDS MAX) SLIDE TEASER (50 WORDS MAX) FEATURED PRODUCT 1 (3 WORDS MAX) FEATURED PRODUCT 1 (3 WORDS MAX) PUB SEARCH FEATURED PRODUCT 2 (3 WORDS MAX) FEATURED PRODUCT 2 (3 WORDS MAX) TOPIC CENTER (10 LINKS x 4 WORDS MAX) NEWS (5 LINKS x 10 WORDS MAX) TOPIC CENTER (5 LINKS x 4 WORDS MAX) NEWS (5 LINKS x 10 WORDS MAX) NEWSLETTER SIGNUP the web you were used to is gone @albertatrebla
  • 59. METADATA image: http://dev.npr.org/#station-finder-api-examples the web you were used to is gone @albertatrebla
  • 60. PROGRESSIVE DISCLOSURE the web you were used to is gone @albertatrebla
  • 61. THE INTERNET IN YOUR PANTS image: techpinions.com the web you were used to is gone @albertatrebla
  • 62. THE FUTURE WAS YESTERDAY the web you were used to is gone @albertatrebla
  • 63. THE FUTURE IS YESTERDAY image: slashgear.com the web you were used to is gone @albertatrebla
  • 64. BTW image: flickr.com/photos/gregoryjordan the web you were used to is gone @albertatrebla
  • 65. STEPHEN HAY the web you were used to is gone @albertatrebla
  • 66. thank you. @albertatrebla albertasoranzo@gmail.com albertasoranzo.com Illustration: Dan Willis the web you were used to is gone @albertatrebla
  • 67. 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/ the web you were used to is gone @albertatrebla