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Getting Going with Mobile
(What Your Users Really Want!)
Chris Wolz / Nam-ho Park
Forum One Communications
Introductions
Mobile Overview
Case Studies
Mobile Strategy
Let’s get to know each other
3
2011

h"p://www.charitywater.org

1994
1985
1979
London

1974

Sea1le

Yay!

2001
DC

NYC

1971

1976

Rabat

1981
2007

1970

Seoul
1969
2008
2009
Hanoi

4
Forum One Communications
http://www.forumone.com

5
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
7
‣
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
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
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
Introductions
Mobile Overview
Case Studies
Mobile Strategy
The mobile landscape in a nutshell
Mobile Overview
Why should you care?
Mobile by numbers
Mobile devices & contexts
Mobile approaches
Photo: http://www.prospectmagazine.co.uk/2009/11/diary-5/

13
Photo:: http://www.kylebean.co.uk/portfolio/#mobileevolution

14
15
Photo: Nam So-Yoen, Allmynews.com

16
Photo: http://www.boston.com/bigpicture/2011/11/egypt_erupts_with_fresh_protes.html

17
"There is no need for
any individual to own
a computer in his home"
- Ken Olsen, CEO of Digital Equipment Corporation

18
Seen your email traffic lately?

19
Mobile internet usage trend

20
“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
Sustained engagement

Photo: Chris Wolz

22
Speed of mobile innovation

Photo: fitbit.com

23
Mobile Overview
Why should you care?
Mobile by numbers
Mobile devices & contexts
Mobile approaches
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
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
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
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
60% of US cell owners access internet,
52% send/receive email on their phones

Source: Pew Internet (Sept 2013)
Photo: stringberd (Flickr)

39
29
This is not a phone.

30
Mobile Overview
Why should you care?
Mobile by numbers
Mobile devices & contexts
Mobile approaches
Credit: flickr - Xavier Encinas / CC License: BY-NC

39
32
33
Questionnaire Results

iPad
iPhone
Kindle (Paperwhite/e-ink)
Android phone
Windows phone
Other
Microsoft Surface
Kindle Fire
0

1

2

3

4

5

6

Do you have and use any of these devices?
(7 Responses)

34
“Computers keep us
productive and
informed.”

Credit:3flickr363MeganMorris3/3CC3License:3NC6SA

Desktop

39
35
“Smartphones keep
us connected.”

Credit:3flickr363Yourdon3/3CC3License:3NC6SA

Smartphone

39
36
Tablet

“Tablets keep us
entertained.”
Credit: flickr - shareski / CC License: NC-SA

39
37
Questionnaire Results

33%
67%
Mostly at home
Equally at home and work
Mostly at work

Do you have and use any of these devices?
(7 Responses)

38
Hardware

Interac+on
Environment
Time2(peak)
User2Focus
Orienta+on
Sensors

Desktop
big$screen
power$supply
consistent$network
keyboard$and$mouse
si5ng$(chair$and$desk)
work$and$home
8am$:$7pm
extended$tasks
mul=:task
fixed
no

Tablet
medium&screen
ba-ery
inconsistent&network
direct&touch
relaxed
home
5pm&8&10pm
short&tasks
single&task
portrait&and&landscape
yes

Smartphone
small%screen
ba+ery
inconsistent%network
direct%touch
on%the%go
home,%idling,%work
all%day
short%tasks
single%task
portrait%and%landscape
yes
39
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
Mobile

41
Social

42
Informational

43
Mobile Overview
Why should you care?
Mobile by numbers
Mobile devices & contexts
Mobile approaches
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
‣
‣
‣
‣
‣
‣
‣

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
Responsive Design

47
Responsive Design

48
Responsive Design

49
39
Native apps vs. mobile web

50
‣
COPE
‣
CAPE
‣

Mobile content strategy

Find example

Mobile content strategy

51
WEBSITE

MOBILE
WEB

MOBILE
APPS

SOCIAL
MEDIA

TABLET
APPS

CONTENT
PRINT

MICROSITES

BLOGS

EMAIL
INTRANET

Karen McGrane http://www.slideshare.net/KMcGrane/adapting-ourselves-to-adaptive-content-12133365

Mobile content strategy

52
Daniel Jacobson http://blog.programmableweb.com/2009/10/13/cope-create-once-publish-everywhere/

Mobile content strategy

53
Daniel Jacobson http://blog.programmableweb.com/2009/10/13/cope-create-once-publish-everywhere/

COPE - Create Once Publish Everywhere

54
Daniel Jacobson http://blog.programmableweb.com/2009/10/13/cope-create-once-publish-everywhere/

Mobile content strategy

55
Discussion
What is driving your interest in mobile?
What are barriers in your organization?
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
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
Exercise
Who are your key audiences?
Sketch a typical user scenario
60
For Key audience:
Storyboard: think motivations, context, information needs

1

2

3

4

5

6

7

8
62
Introductions
Mobile Overview
Case Studies
Mobile Strategy

What are other organizations doing well?
Case Studies
Email on mobile
Responsive design
Mobile websites
Native apps / web apps
Mobile publication
Mobile giving
3rd party services
Pew Internet

Mobile Gov Blog

Email on mobile

ONE

66
Before

After
http://www.nten.org/articles/2012/the-age-of-mobile-email-has-arrived-are-you-ready

Email on mobile

67
Email on mobile

68
Email on mobile

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
Case Studies
Email on mobile
Responsive design
Mobile websites
Native apps / web apps
Mobile publication
Mobile giving
3rd party services
Responsive Design

62
72
Responsive Design

73
http://www.responsinator.com/

Responsive Design

74
62
http://quirktools.com/screenfly/

Responsive Design

75
http://bit.ly/uvD115

Responsive Design

76
‣
Navigation / buttons
‣
Homepage
‣
Content prioritization
‣
3rd party applications (flash, video, etc)
‣
Layout / grid

Responsive Design

77
Case Studies
Email on mobile
Responsive design
Mobile websites
Native apps / web apps
Mobile publication
Mobile giving
3rd party services
Mobile websites

79
http://m.goodwill.org

http://m.concern.net

http://m.montereybayaquarium.org

Mobile websites

80
http://cancer.org

Mobile websites

81
http://aarp.org

Mobile websites

82
http://m.npr.org

http://npr.org

Mobile websites

83
‣
Audience-centric
‣
Use case focus
‣

Line between responsive, mobile web,
native app is blurring

Mobile websites

84
Case Studies
Email on mobile
Responsive design
Mobile websites
Native apps / web apps
Mobile publication
Mobile giving
3rd party services
One-way push
•

General info / news

•

Many-to-many interaction

Guides

•

Awareness / campaigns

•

•

Issue-focussed
community

•

Crowdsourced data
gathering / sharing

Information lookup

Two-way interaction

Stand-alone

•

Donation / fundraising

•

Monitoring / tracking

•

Citizen engagement

•

Fun / branding

•

Coordinating /
volunteering

App Typology / Goals

86
Seattle Art Museum
Gauguin & Polynesia iPhone App

Native apps / web apps

87
Center for Strategic & International Studies
iPhone App

Native apps / web apps

88
The World Bank
The World Development Report iPad App

Native apps / web apps

89
Native apps vs. mobile web

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
‣
‣
‣
‣

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
Case Studies
Email on mobile
Responsive design
Mobile websites
Native apps / web apps
Mobile publication
Mobile giving
3rd party services
Volkswagen
Annual Report

‣

Content

Heifer International
Mobile Magazine

Mobile publications

94
Mobile publications

95
Case Studies
Email on mobile
Responsive design
Mobile websites
Native apps / web apps
Mobile publication
Mobile giving
3rd party services
Mobile giving

97
Network for Good / Donate Now

Mobile giving

98
PayPal

Mobile giving

99
Mobile giving

100
Case Studies
Email on mobile
Responsive design
Mobile websites
Native apps / web apps
Mobile publication
Mobile giving
3rd party services
3rd party services

102
3rd party services

103
3rd party services

104
Discussion
Mobile web app, native app?
Responsive design?
Mobile emails, mobile pubs?
What is your approach / experience?
Questionnaire Results

Responsive design
Mobile website
Mobile app
Mobile email
0

1

2

3

Does your organization have...
(4 Responses)

106
Questionnaire Results

1 (unfamiliar)
2
3
4
5 (well-informed)

Mobile Content Strategy
29%

29%

Android vs. iOS

Responsive Design

14%

14%
43%

43%
43%

Mobile First
14% 14%

43%
43%

29%

14%
29%

Web app vs. Native app
29%
14%

14%

43%

Understanding of mobile
107
Discussion
What are some innovative uses of mobile
you have seen in this space?
Mobile Overview
Case Studies
Mobile Strategy

Crafting a practical mobile strategy
Mobile Strategy
Discovery
User workflow definition
Mobile approach
Roadmap
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
Discovery
Audiences

Content

Comparators

Surveys, interviews
Focus groups
Personas

Content audit, content inventory
Server logs
Content strategy for mobile

Email templates
Responsive design
Innovative apps
113
Mobile Strategy
Discovery
User scenario
Mobile approach
Roadmap
115
For Key audience:
Storyboard: think motivations, context, information needs

1

2

3

4

5

6

7

8
Mobile Strategy
Discovery
User workflow definition
Mobile approach
Roadmap
Mobile Approach

‣
Responsive design
‣
Mobile websites
‣
Native apps / web apps
‣
Mobile publication
‣
Mobile giving
‣
3rd party services
‣
Email on mobile

118
Mobile Apps
One-way interaction

Many-to-many interaction

•

General Info / News

•

Issue-focussed Community

•

Guides

•

•

Awareness / Campaigns

Crowdsourced Data gathering /
sharing

•

Information Lookup

•

Fun / Branding

Two-way interaction
•

Donation / Fundraising

•

Monitoring / tracking

Citizen Engagement

•

Stand-alone tools

Coordinating / Volunteering

•

119
Mobile Strategy
Discovery
User workflow definition
Mobile approach
Roadmap
‣
‣
‣
‣
‣
‣

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
Discussion
What is your plan for next month, quarter, year?
What do you want to report back to this group?
Goals / Case for mobile

High value content

Key audiences

Comparators / examples

Roadmap worksheet

123
Laundry list

Effort

Value

Prioritized list

Roadmap worksheet

124
What’s your plan?
One month

One quarter

One year

what

what

what

who

who

who

Roadmap worksheet

125
Further (quick) reading
Books

Mobile First

Content Strategy
for Mobile

Mobile Frontier

New Multiscreen World Study (Google) http://bit.ly/18DGD2w
132
Further (quick) reading
Books

100 Things Every Designer
Needs to Know About People
133
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
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
Thank you
Chris Wolz
cwolz@forumone.com
Nam-ho Park
npark@forumone.com
@forumone http://forumone.com

136

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