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

1...
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
M...
7
‣
Why are you here?
‣
What do you want to get out of this
‣ workshop?
Who are you?

‣

What is the burning question you wa...
Questionnaire Results
“What are the key considerations
and questions to ask at the
beginning of a mobile initiative/
campa...
Questionnaire Results
“MMS, varying platforms for
mobile marketing.”

“What's hot and what's up and coming”

“Responsive c...
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
A...
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
So...
Source: Mary Meeker / Morgan Stanley Research. Data and Estimates as of 9/12
Photo: Unknown

Global smartphone + tablet > ...
819 million monthly active users who used
Facebook mobile products (June 30, 2013)

Photo: Flickr - Ed Yourdon CC BY-NC-SA...
56% of American adults have a smartphone
34% of American adults own a tablet computer

Photo: flickr - Ed Yourdon CC BY-NC-...
60% of US cell owners access internet,
52% send/receive email on their phones

Source: Pew Internet (Sept 2013)
Photo: str...
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 Fi...
“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 de...
Hardware

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

Desktop
big$screen
power$supply
consistent$net...
We also multi-screen by using more than
one device simultaneously

81%

66%

66%

New Multiscreen World Study (Google) htt...
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
ac...
‣
‣
‣
‣
‣
‣
‣

Understanding mobile constraints
Taking advantage of mobile capabilities
Organizing navigation
Prioritizing...
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 McGra...
Daniel Jacobson http://blog.programmableweb.com/2009/10/13/cope-create-once-publish-everywhere/

Mobile content strategy

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

COPE - Create Once Publis...
Daniel Jacobson http://blog.programmableweb.com/2009/10/13/cope-create-once-publish-everywhere/

Mobile content strategy

...
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 t...
Questionnaire Results
“Limited internal capacity”

“Keeping the content up
to date and well curated.”

“Budget and the app...
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...
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...
Case Studies
Email on mobile
Responsive design
Mobile websites
Native apps / web apps
Mobile publication
Mobile giving
3rd...
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

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

General info / news

•

Many-to-many interaction

Guides

•

Awareness / campaigns

•

•

Issue-focussed
c...
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,
accelerometer...
‣
‣
‣
‣

Is the goal for the app clearly defined? Who is the
audience? What do you want them to do?
Do I have high value co...
Case Studies
Email on mobile
Responsive design
Mobile websites
Native apps / web apps
Mobile publication
Mobile giving
3rd...
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...
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...
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......
Questionnaire Results

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

Mobile Content Strategy
29%

29%

Android vs. iOS

Responsi...
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?
Wh...
Discovery
Audiences

Content

Comparators

Surveys, interviews
Focus groups
Personas

Content audit, content inventory
Ser...
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...
Mobile Apps
One-way interaction

Many-to-many interaction

•

General Info / News

•

Issue-focussed Community

•

Guides
...
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, comparator...
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 (Go...
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:/...
Further (quick) reading
Key statistics
Pew Internet: Mobile http://bit.ly/15DN2Og
Cisco Mobile Traffic Forecast http://bit....
Thank you
Chris Wolz
cwolz@forumone.com
Nam-ho Park
npark@forumone.com
@forumone http://forumone.com

136
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Getting Going with Mobile (What Your Users Really Want!)

  1. 1. Getting Going with Mobile (What Your Users Really Want!) Chris Wolz / Nam-ho Park Forum One Communications
  2. 2. Introductions Mobile Overview Case Studies Mobile Strategy Let’s get to know each other
  3. 3. 3
  4. 4. 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
  5. 5. Forum One Communications http://www.forumone.com 5
  6. 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
  7. 7. 7
  8. 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. 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. 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
  11. 11. Introductions Mobile Overview Case Studies Mobile Strategy The mobile landscape in a nutshell
  12. 12. Mobile Overview Why should you care? Mobile by numbers Mobile devices & contexts Mobile approaches
  13. 13. Photo: http://www.prospectmagazine.co.uk/2009/11/diary-5/ 13
  14. 14. Photo:: http://www.kylebean.co.uk/portfolio/#mobileevolution 14
  15. 15. 15
  16. 16. Photo: Nam So-Yoen, Allmynews.com 16
  17. 17. Photo: http://www.boston.com/bigpicture/2011/11/egypt_erupts_with_fresh_protes.html 17
  18. 18. "There is no need for any individual to own a computer in his home" - Ken Olsen, CEO of Digital Equipment Corporation 18
  19. 19. Seen your email traffic lately? 19
  20. 20. Mobile internet usage trend 20
  21. 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
  22. 22. Sustained engagement Photo: Chris Wolz 22
  23. 23. Speed of mobile innovation Photo: fitbit.com 23
  24. 24. Mobile Overview Why should you care? Mobile by numbers Mobile devices & contexts Mobile approaches
  25. 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. 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. 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. 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. 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
  30. 30. This is not a phone. 30
  31. 31. Mobile Overview Why should you care? Mobile by numbers Mobile devices & contexts Mobile approaches
  32. 32. Credit: flickr - Xavier Encinas / CC License: BY-NC 39 32
  33. 33. 33
  34. 34. 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
  35. 35. “Computers keep us productive and informed.” Credit:3flickr363MeganMorris3/3CC3License:3NC6SA Desktop 39 35
  36. 36. “Smartphones keep us connected.” Credit:3flickr363Yourdon3/3CC3License:3NC6SA Smartphone 39 36
  37. 37. Tablet “Tablets keep us entertained.” Credit: flickr - shareski / CC License: NC-SA 39 37
  38. 38. 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
  39. 39. 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
  40. 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
  41. 41. Mobile 41
  42. 42. Social 42
  43. 43. Informational 43
  44. 44. Mobile Overview Why should you care? Mobile by numbers Mobile devices & contexts Mobile approaches
  45. 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. 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
  47. 47. Responsive Design 47
  48. 48. Responsive Design 48
  49. 49. Responsive Design 49 39
  50. 50. Native apps vs. mobile web 50
  51. 51. ‣ COPE ‣ CAPE ‣ Mobile content strategy Find example Mobile content strategy 51
  52. 52. 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
  53. 53. Daniel Jacobson http://blog.programmableweb.com/2009/10/13/cope-create-once-publish-everywhere/ Mobile content strategy 53
  54. 54. Daniel Jacobson http://blog.programmableweb.com/2009/10/13/cope-create-once-publish-everywhere/ COPE - Create Once Publish Everywhere 54
  55. 55. Daniel Jacobson http://blog.programmableweb.com/2009/10/13/cope-create-once-publish-everywhere/ Mobile content strategy 55
  56. 56. Discussion What is driving your interest in mobile? What are barriers in your organization?
  57. 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. 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
  59. 59. Exercise Who are your key audiences? Sketch a typical user scenario
  60. 60. 60
  61. 61. For Key audience: Storyboard: think motivations, context, information needs 1 2 3 4 5 6 7 8
  62. 62. 62
  63. 63. Introductions Mobile Overview Case Studies Mobile Strategy What are other organizations doing well?
  64. 64. Case Studies Email on mobile Responsive design Mobile websites Native apps / web apps Mobile publication Mobile giving 3rd party services
  65. 65. Pew Internet Mobile Gov Blog Email on mobile ONE 66
  66. 66. Before After http://www.nten.org/articles/2012/the-age-of-mobile-email-has-arrived-are-you-ready Email on mobile 67
  67. 67. Email on mobile 68
  68. 68. Email on mobile 69
  69. 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. 70. Case Studies Email on mobile Responsive design Mobile websites Native apps / web apps Mobile publication Mobile giving 3rd party services
  71. 71. Responsive Design 62 72
  72. 72. Responsive Design 73
  73. 73. http://www.responsinator.com/ Responsive Design 74 62
  74. 74. http://quirktools.com/screenfly/ Responsive Design 75
  75. 75. http://bit.ly/uvD115 Responsive Design 76
  76. 76. ‣ Navigation / buttons ‣ Homepage ‣ Content prioritization ‣ 3rd party applications (flash, video, etc) ‣ Layout / grid Responsive Design 77
  77. 77. Case Studies Email on mobile Responsive design Mobile websites Native apps / web apps Mobile publication Mobile giving 3rd party services
  78. 78. Mobile websites 79
  79. 79. http://m.goodwill.org http://m.concern.net http://m.montereybayaquarium.org Mobile websites 80
  80. 80. http://cancer.org Mobile websites 81
  81. 81. http://aarp.org Mobile websites 82
  82. 82. http://m.npr.org http://npr.org Mobile websites 83
  83. 83. ‣ Audience-centric ‣ Use case focus ‣ Line between responsive, mobile web, native app is blurring Mobile websites 84
  84. 84. Case Studies Email on mobile Responsive design Mobile websites Native apps / web apps Mobile publication Mobile giving 3rd party services
  85. 85. 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
  86. 86. Seattle Art Museum Gauguin & Polynesia iPhone App Native apps / web apps 87
  87. 87. Center for Strategic & International Studies iPhone App Native apps / web apps 88
  88. 88. The World Bank The World Development Report iPad App Native apps / web apps 89
  89. 89. Native apps vs. mobile web 90
  90. 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. 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. 92. Case Studies Email on mobile Responsive design Mobile websites Native apps / web apps Mobile publication Mobile giving 3rd party services
  93. 93. Volkswagen Annual Report ‣ Content Heifer International Mobile Magazine Mobile publications 94
  94. 94. Mobile publications 95
  95. 95. Case Studies Email on mobile Responsive design Mobile websites Native apps / web apps Mobile publication Mobile giving 3rd party services
  96. 96. Mobile giving 97
  97. 97. Network for Good / Donate Now Mobile giving 98
  98. 98. PayPal Mobile giving 99
  99. 99. Mobile giving 100
  100. 100. Case Studies Email on mobile Responsive design Mobile websites Native apps / web apps Mobile publication Mobile giving 3rd party services
  101. 101. 3rd party services 102
  102. 102. 3rd party services 103
  103. 103. 3rd party services 104
  104. 104. Discussion Mobile web app, native app? Responsive design? Mobile emails, mobile pubs? What is your approach / experience?
  105. 105. Questionnaire Results Responsive design Mobile website Mobile app Mobile email 0 1 2 3 Does your organization have... (4 Responses) 106
  106. 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
  107. 107. Discussion What are some innovative uses of mobile you have seen in this space?
  108. 108. Mobile Overview Case Studies Mobile Strategy Crafting a practical mobile strategy
  109. 109. Mobile Strategy Discovery User workflow definition Mobile approach Roadmap
  110. 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
  111. 111. 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
  112. 112. Mobile Strategy Discovery User scenario Mobile approach Roadmap
  113. 113. 115
  114. 114. For Key audience: Storyboard: think motivations, context, information needs 1 2 3 4 5 6 7 8
  115. 115. Mobile Strategy Discovery User workflow definition Mobile approach Roadmap
  116. 116. Mobile Approach ‣ Responsive design ‣ Mobile websites ‣ Native apps / web apps ‣ Mobile publication ‣ Mobile giving ‣ 3rd party services ‣ Email on mobile 118
  117. 117. 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
  118. 118. Mobile Strategy Discovery User workflow definition Mobile approach Roadmap
  119. 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. 120. Discussion What is your plan for next month, quarter, year? What do you want to report back to this group?
  121. 121. Goals / Case for mobile High value content Key audiences Comparators / examples Roadmap worksheet 123
  122. 122. Laundry list Effort Value Prioritized list Roadmap worksheet 124
  123. 123. What’s your plan? One month One quarter One year what what what who who who Roadmap worksheet 125
  124. 124. Further (quick) reading Books Mobile First Content Strategy for Mobile Mobile Frontier New Multiscreen World Study (Google) http://bit.ly/18DGD2w 132
  125. 125. Further (quick) reading Books 100 Things Every Designer Needs to Know About People 133
  126. 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. 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
  128. 128. Thank you Chris Wolz cwolz@forumone.com Nam-ho Park npark@forumone.com @forumone http://forumone.com 136
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