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

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Our mobile workshop for the Communications Network 2013 Annual Conference in New Orleans.

Our mobile workshop for the Communications Network 2013 Annual Conference in New Orleans.

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