The Myths of Mobile Web Design (Giles Colborne)

Mobile design myths Giles Colborne cxpartners 1 ﬂickr.com/photos/bandidoofoz/38854532/ Friday, 8 May 2009

Before we design anything, we spend time watching people using technology - In their homes, at work and in the lab Friday, 8 May 2009

Sales Wow!! 110 82.5 55 This presentation isn’t about the 27.5 growth of mobile 2007 Web. 2008 0 it’s the future and 2009 it’s happening now. 2010 3 Friday, 8 May 2009

AnD this presentation isn’t about how to code sites for mobile phones. 4 Friday, 8 May 2009

Instead, here’s some what we’ve seen by actually watching people using mobile devices. Friday, 8 May 2009

You can’t charge for mobile content Myth 1 6 Friday, 8 May 2009

Marriott’s hotel booking site made over $1.25m in it’s first three months. During the Winter snowstorms, stranded travellers led to a peak in traffic. Apple’s ‘App store’ shows that people will pay for content (so long as it’s easy to download and install). 7 Friday, 8 May 2009

What sells? Think about two key groups: • People in urgent need Stranded travellers • Tickets (cinema, train,...) • Need that ﬁle / answer fast • Will pay a premium to get it now • • Casual consumers Things that can be bought / used on the phone • Games, music, apps • Will pay a little to enjoy it now • (But they are very casual) • 8 Friday, 8 May 2009

It’s like a small website Myth 2 9 Friday, 8 May 2009

Mobile phones aren’t like Desktop Computers. They’re more like Notepads. To understand what works, ask ‘What do you find in Filofaxes?’ - Addresses, Travel plans, Expenses, Clippings from everyday life... Friday, 8 May 2009

On Amazon’s website, they want you to buy. But On Amazon’s iPhone site, equal emphasis is placed on The wish list. In other words ‘Make a note and buy later (when you’re at your computer)’. 11 Friday, 8 May 2009

The developers of ‘Snap Tel’ noticed people taking photos of items they want to look up and buy later. So Snap Tel lets you take photos and then identifies the products in them and links to shops where you can buy them online. 12 Friday, 8 May 2009

Best buy have a full featured website. But they know that mobile users are probably trying to do one of two things: look up a product that they’ve seen or find a nearby store. That’s all their mobile site does. 13 Friday, 8 May 2009

One mobile site ﬁts all Myth 3 14 Friday, 8 May 2009

Different devices ‘feel’ different. What works well on one, will feel clumsy and awkward on another. 15 Friday, 8 May 2009

You may want to give up on mobile web and stick to text messaging. But even this has its problems... 16 Friday, 8 May 2009

The problem with Text When they wrote this text message, the developers didn’t realize that this brand of mobile phone would have a soft key labelled ‘Reply’. Users can’t figure out which key to press. 17 Friday, 8 May 2009

The problem with Text Text NATURE to 8025 Try to reply to this marketing message and this mobile phone ‘predicts’ the wrong word. Users text the ‘wrong’ response by accident. Even text messages are undermined by differences in handsets. 18 Friday, 8 May 2009

People don’t like registering Myth 4 19 Friday, 8 May 2009

On a website, registering feels like ‘handing your details to someone else’. On a handset, it feels like ‘keeping them in your pocket’. And it saves returning users time - so they recognise the benefits. 20 Friday, 8 May 2009

Extras are good Myth 5 21 Friday, 8 May 2009

Extras get in the way of the main event. You want them to contact a car dealer? then why distract them with wallpaper downloads? 22 Friday, 8 May 2009

Look at people’s mobile phone wallpaper. They have photos of their kids, significant others, or pets. Your product won’t be cuter than this guy. Don’t waste your time. 23 Friday, 8 May 2009

What it means • Don’t look for mass audiences • It’s a personal medium • Quality experiences matter • Focus on a key audience type • Casual (games, snippets) • Repeat (registered, personalised) • Urgent (‘I need a hotel’, ‘Get me that ﬁle’, ‘When’s my ﬂight’?) • Think small • 6-12 month web project becomes 6-12 week mobile project • 60 person project team becomes 6 person project team • Hook into your website’s APIs and data feeds • Watch people in the real world • Research, prototype, test 24 Friday, 8 May 2009

www.cxpartners.co.uk @cxpartners 25 Friday, 8 May 2009

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The Myths of Mobile Web Design (Giles Colborne)

by cxpartners on May 15, 2009

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The Myths of Mobile Web Design (Giles Colborne) — Presentation Transcript