There’s Only One Screen:

How to Plan for Users Not Devices
Content Strategy Applied – USA 2013

October 18, 2013

Consume...
Sarah Krznarich
Content Strategy Director
@krznarich

Consumers. The big idea.

ethology
Anna Hrach
Content Strategy Director
@annabananahrach

Consumers. The big idea.

ethology
Before We Begin

“Mobile First isn’t the answer.
It’s incomplete.”*
- Karen McGrane & Jeff Eaton
Chicago, Summer 2010

*Gis...
Ahead of its time.
NOW it’s time.
“It’s About the People, Stupid!”
There is no mobile user.
There is no tablet user.
There is no desktop user.
There is no s...
There are only users.
How do we know?
The New Multi-Screen World Study

Consumers. The big idea.
http://www.google.com/think/research-studies/the-new-multi-scre...
We live in a multi-screen world.
It’s true: Context drives device choice…
Device Context
Computers

Smartphones

31% out of home
69% at home

40% out of home
60% at home

Tablets

Televisions

21%...
… but not always.
34% use device that’s closest.
And, there are two kinds of users:
Sequential screen users
Simultaneous screen users
Sequential Vs. Simultaneous Usage

Consumers. The big idea.
http://www.google.com/think/research-studies/the-new-multi-scr...
Poll: Which Multi-Screener are You?
Who here is a:
Simultaneous screen user?
Sequential screen user?
Both?
Neither?
Who is...
So, let’s talk about mobile sites.
“M” Sites Were Not the Answer

“We were wrong about
‘m’ sites.”
- Google Rep

Consumers. The big idea.
http://www.flickr.c...
Responsive design to the rescue!
Responsive Design is Not the Answer

Don’t get us wrong...
In theory, responsive is amazing!
We love it! You love it! User...
But in Practice….

Used as a strategy—it’s not.
Emphasis placed on form not function.
Simplified—more than how design shift...
What’s The Problem with Responsive?
We think and talk about devices so much that we’ve forgotten
what’s who’s behind them....
Beware glamour over substance.
So Shiny and New…
We already know from the 90s & Flash intros that a beautiful
or stylized design doesn’t equal a good exp...
What can we do?
Get Back to Basics

Put down the wireframes
Back away from the PSDs
Think about your business goals
Understand your user n...
Start with Content Strategy
Do
●  Oversee the universal customer
experience
●  Know what your users want
from their experi...
Priorities can change based on device.
But sometimes they don’t.
Stop Thinking in Terms of Device
Users don’t ask themselves if their task is best for a:

mobile experience
tablet experie...
"Mobile users expect the whole
internet to work correctly for their lazy
asses. And that’s just fine. It’s our job
to make ...
"Consumers want relevant, consistent
and connected advertising and
content experiences across their
screens.”
- Microsoft ...
Map Your Customer’s Journey

Consumers. The big idea.

ethology
Map Your Customer’s Journey
- Analyzed how customers interact w/
website & apps
- Typical journey: mobile web,
smartphone ...
Adapt to Customer’s Needs
- A/B testing conducted to enhance
experiences
- iOS purchases > Android purchases
- Targeting i...
Adapt to Customer’s Needs
"Why slow experiences? 
Drive exploration & discovery. 
Encourage deliberate choices. 
Focus use...
Break Out of Silos
CS should help drive core strategy at every step & touchpoint

Consumers. The big idea.
Credit: Richard...
Who’s doing multi-screen right?
Apple (of course)

“... iAd will opt your Apple ID out
of receiving ads targeted to your
interests regardless of what
devi...
Audible
No matter what device is used, pick up in the right place

iPad App

iPhone App

Consumers. The big idea.

etholog...
Evernote
Syncing is automatic. Available anywhere a user goes.

Consumers. The big idea.

ethology
There’s Only One Screen: How to Plan for Users Not Devices
There’s Only One Screen: How to Plan for Users Not Devices
Upcoming SlideShare
Loading in …5
×

There’s Only One Screen: How to Plan for Users Not Devices

1,460 views
1,373 views

Published on

There’s Only One Screen: How to Plan for Users Not Devices

Content Strategy Applied – USA 2013

October 18, 2013

Published in: Marketing, Technology, Design
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,460
On SlideShare
0
From Embeds
0
Number of Embeds
348
Actions
Shares
0
Downloads
7
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

There’s Only One Screen: How to Plan for Users Not Devices

  1. 1. There’s Only One Screen: How to Plan for Users Not Devices Content Strategy Applied – USA 2013 October 18, 2013 Consumers. The big idea. All Rights Reserved © ethology, Inc. ethology
  2. 2. Sarah Krznarich Content Strategy Director @krznarich Consumers. The big idea. ethology
  3. 3. Anna Hrach Content Strategy Director @annabananahrach Consumers. The big idea. ethology
  4. 4. Before We Begin “Mobile First isn’t the answer. It’s incomplete.”* - Karen McGrane & Jeff Eaton Chicago, Summer 2010 *Gist is accurate., but it’s not an exact quote. I can barely remember Tuesday, let alone 2010.
  5. 5. Ahead of its time. NOW it’s time.
  6. 6. “It’s About the People, Stupid!” There is no mobile user. There is no tablet user. There is no desktop user. There is no such thing as the “mobile use case.” Consumers. The big idea. ethology
  7. 7. There are only users.
  8. 8. How do we know?
  9. 9. The New Multi-Screen World Study Consumers. The big idea. http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html ethology
  10. 10. We live in a multi-screen world.
  11. 11. It’s true: Context drives device choice…
  12. 12. Device Context Computers Smartphones 31% out of home 69% at home 40% out of home 60% at home Tablets Televisions 21% out of home 79% at home 77% use different device when watching - Keep us productive & informed - Productive, task-oriented - Serious research - Starting point for complex activities - Keep us entertained - Entertainment & browsing - Unbound sense of time - Shopping/trip planning start point - Keep us connected - Short bursts of time - Immediate research needs - Most common starting point for info - No longer holds our full attention - Most commonly used simultaneously - Often paired with smartphone (81%) - Major catalyst for search Consumers. The big idea. http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html ethology
  13. 13. … but not always.
  14. 14. 34% use device that’s closest.
  15. 15. And, there are two kinds of users: Sequential screen users Simultaneous screen users
  16. 16. Sequential Vs. Simultaneous Usage Consumers. The big idea. http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html ethology
  17. 17. Poll: Which Multi-Screener are You? Who here is a: Simultaneous screen user? Sequential screen user? Both? Neither? Who is multi-screening right now? Consumers. The big idea. ethology
  18. 18. So, let’s talk about mobile sites.
  19. 19. “M” Sites Were Not the Answer “We were wrong about ‘m’ sites.” - Google Rep Consumers. The big idea. http://www.flickr.com/photos/kaibara/2601999508/ ethology
  20. 20. Responsive design to the rescue!
  21. 21. Responsive Design is Not the Answer Don’t get us wrong... In theory, responsive is amazing! We love it! You love it! Users love it! We recommend responsive, too. Consumers. The big idea. http://farm6.staticflickr.com/5137/5457033663_65a61b2b76.jpg ethology
  22. 22. But in Practice…. Used as a strategy—it’s not. Emphasis placed on form not function. Simplified—more than how design shifts We’re still just talking about design! Consumers. The big idea. http://fc07.deviantart.net/fs71/i/2012/225/7/3/safeway_fail_re_uploaded_by_jackie_foxx-d5azc1k.jpg ethology
  23. 23. What’s The Problem with Responsive? We think and talk about devices so much that we’ve forgotten what’s who’s behind them. Consumers. The big idea. http://www.flickr.com/photos/adactio/6153558098/ ethology
  24. 24. Beware glamour over substance.
  25. 25. So Shiny and New… We already know from the 90s & Flash intros that a beautiful or stylized design doesn’t equal a good experience. So why apply the same foundation to responsive? Thanks, Sudden Clarity Clarence. Consumers. The big idea. ethology
  26. 26. What can we do?
  27. 27. Get Back to Basics Put down the wireframes Back away from the PSDs Think about your business goals Understand your user needs Consumers. The big idea. ethology
  28. 28. Start with Content Strategy Do ●  Oversee the universal customer experience ●  Know what your users want from their experience ●  Analyze data ●  Shift priorities Don’t •  •  •  •  Make sweeping generalizations based on device Forget about the “little” people Eliminate options Let other people dictate when “CS” is needed Consumers. The big idea. ethology
  29. 29. Priorities can change based on device.
  30. 30. But sometimes they don’t.
  31. 31. Stop Thinking in Terms of Device Users don’t ask themselves if their task is best for a: mobile experience tablet experience desktop experience Users want one experience. And they expect it to work every time. Consumers. The big idea. ethology
  32. 32. "Mobile users expect the whole internet to work correctly for their lazy asses. And that’s just fine. It’s our job to make it work for them.” -Brian Boyer, NPR
  33. 33. "Consumers want relevant, consistent and connected advertising and content experiences across their screens.” - Microsoft Advertising What’s On Their Screens. What’s On Their Minds: Reaching & Engaging the Multi-Screen Consumer
  34. 34. Map Your Customer’s Journey Consumers. The big idea. ethology
  35. 35. Map Your Customer’s Journey - Analyzed how customers interact w/ website & apps - Typical journey: mobile web, smartphone app, tablet app, purchase - Multi-screen users 6x more valuable than single-screen shoppers Consumers. The big idea. Credit: http://cmo.com/content/cmo-com/home/articles/2013/8/15/rue_la_la_exec_multi.frame.html ethology
  36. 36. Adapt to Customer’s Needs - A/B testing conducted to enhance experiences - iOS purchases > Android purchases - Targeting is streamlined to speak to most relevant audience - Revamp approach: use supporting channels encourage multi-screening - Slow ecommerce experience Consumers. The big idea. Credit: http://cmo.com/content/cmo-com/home/articles/2013/8/15/rue_la_la_exec_multi.frame.html ethology
  37. 37. Adapt to Customer’s Needs "Why slow experiences?  Drive exploration & discovery.  Encourage deliberate choices.  Focus users' attention.” - Margot Bloomstein Appropriate, Inc. Consumers. The big idea. Credit: http://cmo.com/content/cmo-com/home/articles/2013/8/15/rue_la_la_exec_multi.frame.html ethology
  38. 38. Break Out of Silos CS should help drive core strategy at every step & touchpoint Consumers. The big idea. Credit: Richard Ingram - http://www.richardingram.co.uk/2010/08/approaches-to-web-content-strategy/ ethology
  39. 39. Who’s doing multi-screen right?
  40. 40. Apple (of course) “... iAd will opt your Apple ID out of receiving ads targeted to your interests regardless of what device you are using.” Consumers. The big idea. ethology
  41. 41. Audible No matter what device is used, pick up in the right place iPad App iPhone App Consumers. The big idea. ethology
  42. 42. Evernote Syncing is automatic. Available anywhere a user goes. Consumers. The big idea. ethology

×