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

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

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

Content Strategy Applied – USA 2013

October 18, 2013

More in: Marketing , Technology , Design
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  • 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. Sarah Krznarich Content Strategy Director @krznarich Consumers. The big idea. ethology
  • 3. Anna Hrach Content Strategy Director @annabananahrach Consumers. The big idea. ethology
  • 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. Ahead of its time. NOW it’s time.
  • 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. There are only users.
  • 8. How do we know?
  • 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. We live in a multi-screen world.
  • 11. It’s true: Context drives device choice…
  • 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. … but not always.
  • 14. 34% use device that’s closest.
  • 15. And, there are two kinds of users: Sequential screen users Simultaneous screen users
  • 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. 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. So, let’s talk about mobile sites.
  • 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. Responsive design to the rescue!
  • 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. 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. 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. Beware glamour over substance.
  • 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. What can we do?
  • 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. 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. Priorities can change based on device.
  • 30. But sometimes they don’t.
  • 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. "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. "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. Map Your Customer’s Journey Consumers. The big idea. ethology
  • 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. 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. 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. 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. Who’s doing multi-screen right?
  • 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. Audible No matter what device is used, pick up in the right place iPad App iPhone App Consumers. The big idea. ethology
  • 42. Evernote Syncing is automatic. Available anywhere a user goes. Consumers. The big idea. ethology