6. Staff
Founded
Experience
Expertise
60 staff in DC, Seattle, San Francisco
1996 by 3 policy analysts and web
enthusiasts
More than 1,500 projects for more than
500 clients
Web strategy, User Experience, Open
Source Development, Mobile, Support
and Growth
6
8. ‣
Why are you here?
‣
What do you want to get out of this
‣ workshop?
Who are you?
‣
What is the burning question you want
answered?
8
9. Questionnaire Results
“What are the key considerations
and questions to ask at the
beginning of a mobile initiative/
campaign.”
“I want to better understand
differences between mobile and
web, and how best to choose the
right applications.”
“What's current, how to do things better”
“Justification for
moving forward with
a mobile strategy.”
“Fuller understanding
of current mobile
habits and strategies
and a few action
items.”
“An understanding
of trends in mobile
content design.”
What do you hope to get out of the session?
9
10. Questionnaire Results
“MMS, varying platforms for
mobile marketing.”
“What's hot and what's up and coming”
“Responsive considerations
across OS platforms.”
“Responsive web design.”
What areas of are you most interested in?
10
21. “Mostly-mobile” internet users
those who use their
‣ Non-whites: AmongHispanics and 43% ofphone to
go online, six in ten
AfricanAmericans are cell-mostly internet users, compared
with 27% of whites.
users
‣ Young adults: Half of cell internetonline. ages 18-29
mostly use their cell phone to go
‣ The less-educated: Some 45% of cell internet use
users with a high school diploma or less mostly
their phone to go online, compared with 21% of
those with a college degree.
‣ The less-affluent: Similarly, 45% of cell internet of
users living in households with an annual income
less than $30,000 mostly use their phone to go
online, compared with 27% of those living in
households with an annual income of $75,000 or
more.
21
25. The number of mobile-connected devices will
exceed the world's population in 2013
Photo: flickr - slickimages CC BY 2.0
Source: Cisco Global Mobile Data Traffic Forecast Update, 2012–2017
25
26. Source: Mary Meeker / Morgan Stanley Research. Data and Estimates as of 9/12
Photo: Unknown
Global smartphone + tablet > total PCs
Shipments (2010); Installed base (2013)
26
27. 819 million monthly active users who used
Facebook mobile products (June 30, 2013)
Photo: Flickr - Ed Yourdon CC BY-NC-SA 2.0
Source: Facebook
27
28. 56% of American adults have a smartphone
34% of American adults own a tablet computer
Photo: flickr - Ed Yourdon CC BY-NC-SA 2.0
Source: Pew Internet (May 2013)
39
28
29. 60% of US cell owners access internet,
52% send/receive email on their phones
Source: Pew Internet (Sept 2013)
Photo: stringberd (Flickr)
39
29
40. We also multi-screen by using more than
one device simultaneously
81%
66%
66%
New Multiscreen World Study (Google) http://bit.ly/18DGD2w
Multi-screen world
40
45. Luke Wrobowski
“When a team designs mobile first, the end result is an
experience focused on the key tasks users want to
accomplish without the extraneous detours and general
interface debris that litter today's desktop-accessed
Web sites. That's good user experience and good for
business.”
Mobile First
45
46. ‣
‣
‣
‣
‣
‣
‣
Understanding mobile constraints
Taking advantage of mobile capabilities
Organizing navigation
Prioritizing content
Optimizing for mobile interaction
Mobile inputs & forms
Layout that make sense
Mobile First
46
57. Questionnaire Results
“I just know it is becoming more
and more the way people get
information. Want to make sure
we are thinking about it.”
“Despite living in poverty, most of
the [users] we serve use mobile
devices (primarily phones). We
need to understand how best to
reach them through the devices
they use.”
“It's taking over the world – literally”
“We’ve been watching mobile
traffic to our web traffic
increase. It is the way things are
moving and it is important.”
“All other stakeholders,
including donors, are on
mobile devices.”
What is driving your current interest in mobile?
57
58. Questionnaire Results
“Limited internal capacity”
“Keeping the content up
to date and well curated.”
“Budget and the approval process.”
“No budget.”
“Small staff.”
“Limited communications staff (me).”
“Slow adoption by some users.”
“Cost.”
What are challenges in your organization
making better use of mobile?
58
69. ‣
Clear branding / header image
‣
Big text for quick scanning
‣
Images for better click-thrus
‣
Housekeeping in the footer
‣
Single column
Email on mobile
70
70. Case Studies
Email on mobile
Responsive design
Mobile websites
Native apps / web apps
Mobile publication
Mobile giving
3rd party services
90. Native App
Mobile Web
• Quick, rich and interactive
• Takes advantage of rich phone
features (camera, GPS,
accelerometers etc)
• Launches immediately - no
internet connection needed
• Slower with limited interactivity
• Internet connection needed
• Less interactivity - works
through browser
• More investment
• Requires specialized skills harder to maintain
• Download to install, update
• Separate versions for each OS
• Less investment
• Requires web skills - easier to
maintain
• Updates instantly
• One code to for all OS
Good for rich interactivity and
security (games, specialized apps)
Good for access to general
information
Native apps vs. mobile web
91
91. ‣
‣
‣
‣
Is the goal for the app clearly defined? Who is the
audience? What do you want them to do?
Do I have high value content/service that will benefit
users on the go?
Will audiences see enough value to download the
app and sustain usage and engagement? (Are we
satisfied with short-term usage?)
Do I have a strategy for marketing and delivery of
the app to these users?
Native apps / web apps
92
92. Case Studies
Email on mobile
Responsive design
Mobile websites
Native apps / web apps
Mobile publication
Mobile giving
3rd party services
110. Discovery
Goals
Audiences
Content
Comparators
How does mobile align with your mission?
What does success look like?
Who are you trying to reach?
How do they interact online / on mobile?
What content is most valuable to the audiences?
How can you optimize your content for multiple
devices / channels delivery?
What are industry best practices?
What are best practices in our space?
112
119. ‣
‣
‣
‣
‣
‣
Making the case
We need to move to mobile because…?
Doing your research
Goals, audience, content, comparators?
Forming a team
Who is the champion? Who is your team?
Schedule and budget
What are time and budget constraints that will influences decisions?
Choosing strategy, platform, vendor
What is the best platform for our needs? Who can build it? What should I ask?
Evaluation, planning for the future
What does success look like?
It’s not over: Maintenance, content updates, analytics, evaluation?
Roadmap considerations
121
120. Discussion
What is your plan for next month, quarter, year?
What do you want to report back to this group?
121. Goals / Case for mobile
High value content
Key audiences
Comparators / examples
Roadmap worksheet
123
123. What’s your plan?
One month
One quarter
One year
what
what
what
who
who
who
Roadmap worksheet
125
124. Further (quick) reading
Books
Mobile First
Content Strategy
for Mobile
Mobile Frontier
New Multiscreen World Study (Google) http://bit.ly/18DGD2w
132
126. Further (quick) reading
Mobile thought leaders
Luke Wroblewski
http://bit.ly/15DND2A
Karen McGrane
Scott Jensen
http://bit.ly/15DNzzX
http://bit.ly/15DNEDF
The firehose
Mashable.com/mobile http://mashable.com/mobile/
Idealware - mobile http://bit.ly/15DNRXr
134
127. Further (quick) reading
Key statistics
Pew Internet: Mobile http://bit.ly/15DN2Og
Cisco Mobile Traffic Forecast http://bit.ly/xDc6qP
Mary Meeker: Internet Trends http://slidesha.re/15DMUhT
135