An Internet Watered Down
or, how to save the mobile web
John Pettengill

Hi, I’m John.
Photo by red5standingby (flickr) An Internet Watered Down / Page 2

Hi, I’m John.
I work at Razorfish
in New York.
Photo by red5standingby (flickr) An Internet Watered Down / Page 3

I used to be
a graphic designer.
Photo by Ross Franklin An Internet Watered Down / Page 4

I used to be
a graphic designer.
a math guy.
Photo by Stuart Pilbrow An Internet Watered Down / Page 5

I used to be
a graphic designer.
a math guy.
a big geek.
Photo by spike55151 (flickr) An Internet Watered Down / Page 6

Now I’m mostly
an Information Architect
and sci-fi lover.
Photo by Sharyn Morrow An Internet Watered Down / Page 7

I’m pretty disappointed
with the mobile websites
I’ve seen.
Photo by Emran Kassim An Internet Watered Down / Page 8

They’re just like
the “regular” website,
but with less.
Photo by sgrace (flickr) An Internet Watered Down / Page 9

They’re just like
the regular website,
“regular” website,
but with less content.
Photo by sgrace (flickr) An Internet Watered Down / Page 10

They’re just like
the regular website,
“regular” website,
but with less ways to
navigate the content.
Photo by sgrace (flickr) An Internet Watered Down / Page 11

They’re just like
the regular website,
“regular” website,
but with less functionality.
Photo by sgrace (flickr) An Internet Watered Down / Page 12

You get the idea.
Don’t assume a 1:1
relationship between
a site and its mobile
extension.
Photo by Emran Kassim An Internet Watered Down / Page 13

But our users don’t deserve
less on the mobile web.
Photo by Thomas Hawk An Internet Watered Down / Page 14

But our users don’t deserve
less on the mobile web.
They deserve more.
Photo by Thomas Hawk An Internet Watered Down / Page 15

But our users don’t deserve
less on the mobile web.
They deserve more.
So let’s give it to them.
Photo by Thomas Hawk An Internet Watered Down / Page 16

Let’s stop treating mobile
site builds as an afterthought.
Photo by Pete Jordan An Internet Watered Down / Page 17

Let’s stop treating mobile
site builds as an afterthought.
No more
watered down internets.
Photo by Pete Jordan An Internet Watered Down / Page 18

1 / The Problem
or, how our idea of “The Mobile Web” is flawed.
2 / The Solution
or, we have opportunities outside of the web as we know it.
3 / The Case Studies
or, what everyone else is doing.
4 / The Wrap Up
or, what you should take away from all of this.
An Internet Watered Down / Page 19

1 / The Problem
An Internet Watered Down / The Problem / Page 20

The World Wide Web is
trying to become a local tool.
Photo by Amy van der Hiel An Internet Watered Down / The Problem / Page 21

But it isn’t.
http://eventful.com An Internet Watered Down / The Problem / Page 22

Never was.
http://yelp.com/nyc An Internet Watered Down / The Problem / Page 23

Never will be.
http://newyork.craigslist.org An Internet Watered Down / The Problem / Page 24

These sites are still great.
And we do need them.
An Internet Watered Down / The Problem / Page 25

These sites are still great.
And we do need them.
But these sites are not
part of the mobile web.
An Internet Watered Down / The Problem / Page 26

These sites are still great.
And we do need them.
But these sites are not
part of the mobile web.
Mobile optimized versions of
these aren’t the mobile web.
An Internet Watered Down / The Problem / Page 27

They’re just offering
users the same old internet.
Photos by Ian Muttoo An Internet Watered Down / The Problem / Page 28

Which features broad content
and powerful (but general)
functionality.
Photos by Ian Muttoo An Internet Watered Down / The Problem / Page 29

Which just doesn’t
work on a phone.
Photos by Laura Thorne An Internet Watered Down / The Problem / Page 30

Which just doesn’t
work on a phone.
fit onto a phone.
Photos by Laura Thorne An Internet Watered Down / The Problem / Page 31

Which just doesn’t
work on a phone.
fit onto a phone.
make sense on a phone.
Photos by Laura Thorne An Internet Watered Down / The Problem / Page 32

Your phone is not the same
as your home computer.
Photos by Aaron Landry and Joe Hatfield An Internet Watered Down / The Problem / Page 33

Home computers have
large displays
full-size keyboards
fast connections
users chillaxing in pjs
Photo by Joe Hatfield An Internet Watered Down / The Problem / Page 34

And consequently,
the internet can be sloppy.
Photo by Joe Hatfield An Internet Watered Down / The Problem / Page 35

Phones have
small displays
tiny keyboards
multitasking users
Photo by Aaron Landry An Internet Watered Down / The Problem / Page 36

And as a result,
the mobile internet
cannot be sloppy.
Photo by Aaron Landry An Internet Watered Down / The Problem / Page 37

So if these two are so different,
why are we giving our users
the same thing?
Users are in
two completely
different states at
home vs being out
and about.
Photo by rmkoske (flickr) An Internet Watered Down / The Problem / Page 38

It’s no lie that content
works on a cell phone.
Photo by Aaron Landry An Internet Watered Down / The Problem / Page 39

But that’s
not really the point.
Photo by Aaron Landry An Internet Watered Down / The Problem / Page 40

We have a powerful,
locationally aware,
communication holy grail.
Photo by Dushaun (flickr) An Internet Watered Down / The Problem / Page 41

And we’re using it
to play sudoku
and read the Times.
Photo by Dushaun (flickr) An Internet Watered Down / The Problem / Page 42

It’s like asking Frank Gehry
to build a birdhouse.
Photo by juandesant (flickr) An Internet Watered Down / The Problem / Page 43

It’s like asking Frank Gehry
to build a birdhouse.
It’s a waste of time.
Photo by juandesant (flickr) An Internet Watered Down / The Problem / Page 44

And honestly,
that’s what mobiles do.
Mobiles fill up our dead time.
Find opportunities
outside of the “dead
time” in pain points a
user faces everyday.
Photo by juandesant (flickr) An Internet Watered Down / The Problem / Page 45

They’ve become
our book.
Photo by Reeding Lessons (flickr) An Internet Watered Down / The Problem / Page 46

They’ve become
our book.
Our TV.
Photo by Alexandre Jorge An Internet Watered Down / The Problem / Page 47

They’ve become
our book.
Our TV.
Our Nintendo.
Photo by Shahid Sarker An Internet Watered Down / The Problem / Page 48

But we’re repeating
categories when we should be
forging new ones.
Making content
available on mobiles
is the baseline. Let’s
strive to perform
above it.
Photo by Shahid Sarker An Internet Watered Down / The Problem / Page 49

Especially when your phone
has something your
home computer does not.
Photo by Aaron Landry An Internet Watered Down / The Problem / Page 50

Context.
Photo by Aaron Landry An Internet Watered Down / The Problem / Page 51

We may have realized
that the mobile space
is changing.
Photo by Scott Ableman An Internet Watered Down / The Problem / Page 52

We may have realized
that the mobile space
is changing our lives.
Photo by Scott Ableman An Internet Watered Down / The Problem / Page 53

We may have realized
that the mobile space
is changing our lives.
But most businesses don’t
understand what that means yet.
Photo by Scott Ableman An Internet Watered Down / The Problem / Page 54

Because they’re still
asking us for this.
An Internet Watered Down / The Problem / Page 55

Because they’re still
asking us for this.
Let’s do one better.
An Internet Watered Down / The Problem / Page 56

Let’s give them this.
Photo by Karl Tate An Internet Watered Down / The Problem / Page 57

We are going to
hyperlink the world.
http://flickr.com An Internet Watered Down / The Problem / Page 58

2 / The Solution
An Internet Watered Down / The Solution / Page 59

So you’re at the
grocery store
Photo by Jacob Patton An Internet Watered Down / The Solution / Page 60

‘cause you got a killer
case of the donut munchies,
Photo by Belinda Hankins Miller An Internet Watered Down / The Solution / Page 61

but the line is super
long,
Photo by Sean Bonner An Internet Watered Down / The Solution / Page 62

but the line is super
long (which sucks),
Photo by Sean Bonner An Internet Watered Down / The Solution / Page 63

there’s a screaming kid, like,
right in front of you,
Photo by Ben McLeod An Internet Watered Down / The Solution / Page 64

and apparently Reese
Witherspoon and
Ryan Phillippe split up.
Photo by Laura Mundee An Internet Watered Down / The Solution / Page 65

Now find your credit card.
Photo by Mike v An Internet Watered Down / The Solution / Page 66

And next? You have
to use this machine to pay.
Photo by Jason Eppink An Internet Watered Down / The Solution / Page 67

And next? You have
to use this machine to pay.
This credit card reader is
no one’s preferred tool.
Photo by Jason Eppink An Internet Watered Down / The Solution / Page 68

And next? You have
to use this machine to pay.
This credit card reader is
no one’s preferred tool.
Most of us would prefer
to use our own tool.
Photo by Jason Eppink An Internet Watered Down / The Solution / Page 69

A tool that probably looks
something like this.
Photo by Sébastien Barré An Internet Watered Down / The Solution / Page 70

And just like that,
we killed
Saturday morning budgeting.
Combine tasks that
are separate, but
shouldn’t be.
An Internet Watered Down / The Solution / Page 76

Not to mention digital
coupon delivery, reward
programs, and skipping the
formal check-out process.
Photo by Bruce Turner An Internet Watered Down / The Solution / Page 77

The needs of users
change depending on whether
or not they’re at home.
Photo by Amy van der Hiel An Internet Watered Down / The Solution / Page 78

When you’re at home
Barnes & Noble has
a robust site where you can
find a store or buy books.
Photo by Nick Humphries An Internet Watered Down / The Solution / Page 79

And when you’re out,
the site can still be
a good resource.
Photo by Mo Riza An Internet Watered Down / The Solution / Page 80

But what about when you’re
at a Barnes & Noble?
Photo by Michael Dunn An Internet Watered Down / The Solution / Page 81

Can you search for
a book actually at that
Barnes and Noble?
Photo by Christian Guthier An Internet Watered Down / The Solution / Page 82

Can you search for
a book actually at that
Barnes and Noble?
And get taken right to it?
Photo by Christian Guthier An Internet Watered Down / The Solution / Page 83

Can you preview CDs using
your mobile?
Photo by Raymond Yee An Internet Watered Down / The Solution / Page 84

Can you order a latté refill
without having to pack up
all of your things?
Photo by Jeff Kole An Internet Watered Down / The Solution / Page 85

3 / The Case Studies
An Internet Watered Down / The Case Studies / Page 94

Michael loves going
to his local Starbucks.
Photo by Jason Rogers An Internet Watered Down / The Case Studies / Page 95

Michael loves going
to his local Starbucks.
Sometimes he hears music
he likes when he’s there.
Photo by Jason Rogers An Internet Watered Down / The Case Studies / Page 96

Apple & Starbucks have
teamed up. The iPhone can now
show coffee drinkers the last
song played at the store.
Photo by Pinot Dita An Internet Watered Down / The Case Studies / Page 97

And, conveniently, Apple has a
music store where you
can download the songs.
Photo by Pinot Dita An Internet Watered Down / The Case Studies / Page 98

Starbucks is giving users timely
information, and tools
specific to their environment.
Mobile extensions
can have nothing
to do with your
business yet still fit
your brand.
Photo by Pinot Dita An Internet Watered Down / The Case Studies / Page 99

They did this without NFC.
And without GPS.
Photo by Karl Baron An Internet Watered Down / The Case Studies / Page 100

They did this without NFC.
And without GPS.
So no more excuses.
Photo by Karl Baron An Internet Watered Down / The Case Studies / Page 101

Shazam didn’t need any.
Shazam (iPhone App) An Internet Watered Down / The Case Studies / Page 102

Neither did Amazon.
Amazon Mobile (iPhone App) An Internet Watered Down / The Case Studies / Page 103

And certainly not Urbanspoon.
Do one thing
and do it well.
Chipotle Mobile Ordering (iPhone App) An Internet Watered Down / The Case Studies / Page 104

Any way you look at it,
the way mobiles fit into our
lives is changing.
Photo by Thomas Hawk An Internet Watered Down / The Case Studies / Page 105

4 / The Wrap Up
An Internet Watered Down / The Wrap Up / Page 106

I’m not saying that
your mobile is
some kind of magic wand.
Photo by Amancay Maahs An Internet Watered Down / The Wrap Up / Page 107

I’m not saying that
your mobile is
some kind of magic wand.
But I kinda am.
An Internet Watered Down / The Wrap Up / Page 108

If we’re hyperlinking
the world, then
a mobile will be our mouse.
Photo by Ross Franklin An Internet Watered Down / The Wrap Up / Page 109

It’s our tool and translator
for accessing a hidden world
of information,
which is lurking all around us.
Photo by Carolyn Barnes An Internet Watered Down / The Wrap Up / Page 110

Retail brands
can offer powerful mobile
brand extensions.
Photo by Pinot Dita An Internet Watered Down / The Wrap Up / Page 111

Giving us a playful way
of discovering
and getting things done.
Photo by Pinot Dita An Internet Watered Down / The Wrap Up / Page 112

Giving us a playful way
of discovering
and getting things done.
On our own terms.
Photo by Pinot Dita An Internet Watered Down / The Wrap Up / Page 113

Stand alone apps like
Wikitude prove that this
revolution may be served to us
bottom up.
Wikitude (Android App) An Internet Watered Down / The Wrap Up / Page 114

Some things to remember:
Photo by George Morgan An Internet Watered Down / The Wrap Up / Page 115

Don’t assume a 1:1
relationship between
a site and its mobile
extension.
Photo by George Morgan An Internet Watered Down / The Wrap Up / Page 116

Don’t assume a 1:1
relationship between
a site and its mobile
extension.
Users are in
two completely
different states at
home vs being out
and about.
Photo by George Morgan An Internet Watered Down / The Wrap Up / Page 117

Don’t assume a 1:1
relationship between
a site and its mobile
extension.
Users are in
two completely
different states at
home vs being out
and about.
Making content
available on mobiles
is the baseline. Let’s
strive to perform
above it.
Photo by George Morgan An Internet Watered Down / The Wrap Up / Page 118

Don’t assume a 1:1
relationship between Do one thing
a site and its mobile and do it well.
extension.
Users are in
two completely
different states at
home vs being out
and about.
Making content
available on mobiles
is the baseline. Let’s
strive to perform
above it.
Photo by George Morgan An Internet Watered Down / The Wrap Up / Page 119

Don’t assume a 1:1
relationship between Do one thing
a site and its mobile and do it well.
extension.
Users are in
two completely Combine tasks that
different states at are separate, but
home vs being out shouldn’t be.
and about.
Making content
available on mobiles
is the baseline. Let’s
strive to perform
above it.
Photo by George Morgan An Internet Watered Down / The Wrap Up / Page 120

Don’t assume a 1:1
relationship between Do one thing
a site and its mobile and do it well.
extension.
Users are in
two completely Combine tasks that
different states at are separate, but
home vs being out shouldn’t be.
and about.
Making content
Find opportunities
available on mobiles
outside of the “dead
is the baseline. Let’s
time” in pain points a
strive to perform
user faces everyday.
above it.
Photo by George Morgan An Internet Watered Down / The Wrap Up / Page 121

Mobile extensions
Don’t assume a 1:1
can have nothing
relationship between Do one thing
to do with your
a site and its mobile and do it well.
business yet still fit
extension.
your brand.
Users are in
two completely Combine tasks that
different states at are separate, but
home vs being out shouldn’t be.
and about.
Making content
Find opportunities
available on mobiles
outside of the “dead
is the baseline. Let’s
time” in pain points a
strive to perform
user faces everyday.
above it.
Photo by George Morgan An Internet Watered Down / The Wrap Up / Page 122

Mobile extensions
Don’t assume a 1:1
can have nothing
relationship between Do one thing
to do with your
a site and its mobile and do it well.
business yet still fit
extension.
your brand.
Users are in
Brand extensions can
two completely Combine tasks that
add much needed
different states at are separate, but
serendipity to a
home vs being out shouldn’t be.
static world.
and about.
Making content
Find opportunities
available on mobiles
outside of the “dead
is the baseline. Let’s
time” in pain points a
strive to perform
user faces everyday.
above it.
Photo by George Morgan An Internet Watered Down / The Wrap Up / Page 123

We shouldn’t be giving users
watered down websites.
Photo by Pete Jordan An Internet Watered Down / The Wrap Up / Page 124

We shouldn’t be giving users
watered down websites.
Stop trying to guess
what the user wants to do.
Photo by Pete Jordan An Internet Watered Down / The Wrap Up / Page 125

We shouldn’t be giving users
watered down websites.
Stop trying to guess
what the user wants to do.
Instead focus on
where the user is doing it.
Photo by Pete Jordan An Internet Watered Down / The Wrap Up / Page 126

How will locationally aware
mobiles change:
gaming
social networks
everything else
Photo by Pete Jordan An Internet Watered Down / The Wrap Up / Page 127

Thank you.
An Internet Watered Down
or, how to save the mobile web
John Pettengill