Making the Most of Mobile

Jeff Eaton Karen McGrane@eaton @karenmcgrane 1

Hi, I’m Jeff Eaton from Lullabot @eaton 2

Hi, I’m Karen McGranefrom Bond Art + Science @karenmcgrane 3

WEB STANDARDS ISYOUR NEW BICYCLE 5

iPad 768x1024 iPhone 4 640x960 Motorola Droid 480x854 Samsung Moment 320x480LG Incite CT810 240x400 8

TIME TO PRIORITIZE! 9

“When you are working with a 320x480 pixelscreen, 80% of the screen space you had at1024x768 is gone.That means 80% of the content, navigation,promotions, and interactions needs to go. —Luke Wroblewski http://www.lukew.com/ff/entry.asp?1117 10

THERE IS NO MOBILE CONTEXT 12

THERE IS NO MOBILE VERSION 18

“Fragmenting our content across different “device-optimized” experiences is a losing proposition, orat least an unsustainable one. —Ethan Marcotte, Responsive Web Design 19

SO, NOW WHAT? 20

BUILD FOR FLEXIBILITY,NOT FOR THE LATEST TREND 21

REUSABLE CONTENT STORE _ Does our CMS support EMAIL HANDSETS creating reusable content chunks that can be TABLETS displayed across channels? _ How will our approvalSOCIALMEDIA processes and governance models need to change? CONTENT PRINTMICROSITES .COM SITE INTRANET 22

SEPARATION OF CONTENT FROMFORM.(FOR REAL THIS TIME.) 23

WE’VE GOT ISSUES._TECHNOLOGY_CONTENT_GOVERNANCE_ANALYTICS_ADVERTISING 25

RESPONSIVE DESIGN?_Solves at the design level, not the content level_Design adapts to device capabilities_Means you have ONE website 26

RESPONSIVE DESIGN CAVEATS_Still have to prioritize_Easy to overwhelm mobile browsers_Bandwidth considerations still important_Complex designs don’t get easier (they get harder!) 28

ARE APPS THE ANSWER?_Great for tools and regular tasks_Total control over design (within OS guidelines)_Access to device capabilities (geolocation, address book, maps, camera)_Better for offline use_All the cool kids are doing it 29

APP CAVEATS_App as revenue source looks grim (at least for high- profile publications)_iOS and Android are the new Netscape and IE_Findability in app stores is a nightmare (most apps are shared by word of mouth) 32

TRANSITION TO AN API?(AND OTHER PERPLEXING ACRONYMS) 33

TRANSITION TO AN API?(AND OTHER PERPLEXING ACRONYMS)_COPE: Create once, publish everywhere_Never seen anyone regret having flexibility in how they deploy content_May help solve problems you already have_Like a force multiplier for the effectiveness of all your other decisions_Democratize innovation with your content: put it into the hands of your users 34

Website Tablet App Phone App Phone Website 35

Website iOS Integration Mobile Website iPad App 36

API CAVEATS_Easy to disappear down rabbit holes_Technical side (as communicated through acronyms) doesn’t matter as much as strategy_Is this an experiment or your foundation?_Is it for your staff, partners, the public?_How will you measure value? 37

HOW DO YOU PRIORITIZE? 39

NAVIGATIONSEARCHRELATED ARTICLESSAVED SEARCHESTOOLSGRAPHICSADVERTISING

TASKS VS. TAXONOMY 45

http://culturalsemanticweb.files.wordpress.com/2006/10/pic_fivea.JPG 47

REUSABLE CONTENT STORE _ Will our current analytics EMAIL HANDSETS tools allow us to evaluate our content, wherever it TABLETS appears?SOCIALMEDIA CONTENT PRINTMICROSITES .COM SITE INTRANET 49

BUILD FOR FLEXIBILITY,TO SUPPORT MORESPECIALIZATION 55

Thanks!@eaton & @karenmcgrane 56

Making the Most of Mobile

by Duo Consulting

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