An Internet Watered Down
Upcoming SlideShare
Loading in...5
×
 

An Internet Watered Down

on

  • 39,966 views

Location provides context for what mobile users need. ...

Location provides context for what mobile users need.

The mobile web deserves unique functionality, but instead it's just a watered down version of the internet proper.

We live in a world of cords and keypads. Every experience, from getting lost to doing laundry, is benefiting from the gadgets that fill our lives. But while everything may be wired, none of it is wired together. The cracks in our daily experiences can be filled with the mobile web. Accessible through our phones, filling us in on the virtual world all around us.

I presented this deck at the IA Summit 2009, in Memphis, Tennessee.

Statistics

Views

Total Views
39,966
Slideshare-icon Views on SlideShare
32,533
Embed Views
7,433

Actions

Likes
205
Downloads
1,317
Comments
18

173 Embeds 7,433

http://www.digitalbuzzblog.com 1989
http://www.pramobile.com.br 549
http://www.sprxmobile.com 489
http://www.digitaldesignblog.com 478
http://blog.pedrobachiega.com 318
http://www.moond.com 275
http://blogs.msdn.com 250
http://internetinontwikkeling.blogspot.com 244
http://peepthetechnique.blogspot.com 186
http://internetinontwikkeling.blogspot.nl 167
http://www.pietel.be 147
http://www.intermidias.com.br 128
http://www.rahulsaini.com 126
http://www.littlespringsdesign.com 126
http://internetinontwikkeling.blogspot.be 124
http://www.bigumigu.com 116
http://www.goingsocialnow.com 116
http://webdebolsillo.com 105
http://www.newsofthefuture.net 92
http://newcartographer.com 79
http://www.portabilidade.net 78
http://www.praesto.com.br 68
http://www.ruigroknetpanel.nl 55
http://www.mrmobileblog.com 54
http://www.slideshare.net 50
http://advocacytwopointzero.blogspot.com 43
http://www.rethinkingmedia.nl 35
http://old.littlespringsdesign.com 34
http://www.sermad.com 33
http://feeds.feedburner.com 31
http://www.aaronchua.com 31
http://ac-idealog.blogspot.com 30
http://www.hetgroteverlangen.be 28
http://willburrus.com 28
http://mobilewebexperience.com 27
http://daniseuba.wordpress.com 26
http://www.gicelamorales.com 25
http://wiki.sanomamedia.nl 22
http://rahulsaini.com 20
http://chasingthestorm.com 19
http://capcloud.com 19
http://www.sebarodriguez.com 17
http://thesocialconsumer.com 17
http://www.maxrover.co.za 16
http://www.ruigroknetpanel-marktonderzoek.nl 16
http://www.iambrianjames.com 15
http://www.thesocialconsumer.com 15
http://livercake.tumblr.com 15
http://guidogihaux.wordpress.com 15
http://crawfordinsights.blogspot.com 15
More...

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

CC Attribution-ShareAlike LicenseCC Attribution-ShareAlike License

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

110 of 18 Post a comment

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…

110 of 18

Post Comment
Edit your comment

    An Internet Watered Down An Internet Watered Down Presentation Transcript

    • An Internet Watered Down or, how to save the mobile web John Pettengill
    • Hi, I’m John. Photo by red5standingby (flickr) An Internet Watered Down / Page 2
    • Hi, I’m John. I work at Razorfish in New York. Photo by red5standingby (flickr) An Internet Watered Down / Page 3
    • I used to be a graphic designer. Photo by Ross Franklin An Internet Watered Down / Page 4
    • I used to be a graphic designer. a math guy. Photo by Stuart Pilbrow An Internet Watered Down / Page 5
    • I used to be a graphic designer. a math guy. a big geek. Photo by spike55151 (flickr) An Internet Watered Down / Page 6
    • Now I’m mostly an Information Architect and sci-fi lover. Photo by Sharyn Morrow An Internet Watered Down / Page 7
    • I’m pretty disappointed with the mobile websites I’ve seen. Photo by Emran Kassim An Internet Watered Down / Page 8
    • They’re just like the “regular” website, but with less. Photo by sgrace (flickr) An Internet Watered Down / Page 9
    • They’re just like the regular website, “regular” website, but with less content. Photo by sgrace (flickr) An Internet Watered Down / Page 10
    • They’re just like the regular website, “regular” website, but with less ways to navigate the content. Photo by sgrace (flickr) An Internet Watered Down / Page 11
    • They’re just like the regular website, “regular” website, but with less functionality. Photo by sgrace (flickr) An Internet Watered Down / Page 12
    • You get the idea. Don’t assume a 1:1 relationship between a site and its mobile extension. Photo by Emran Kassim An Internet Watered Down / Page 13
    • But our users don’t deserve less on the mobile web. Photo by Thomas Hawk An Internet Watered Down / Page 14
    • But our users don’t deserve less on the mobile web. They deserve more. Photo by Thomas Hawk An Internet Watered Down / Page 15
    • But our users don’t deserve less on the mobile web. They deserve more. So let’s give it to them. Photo by Thomas Hawk An Internet Watered Down / Page 16
    • Let’s stop treating mobile site builds as an afterthought. Photo by Pete Jordan An Internet Watered Down / Page 17
    • Let’s stop treating mobile site builds as an afterthought. No more watered down internets. Photo by Pete Jordan An Internet Watered Down / Page 18
    • 1 / The Problem or, how our idea of “The Mobile Web” is flawed. 2 / The Solution or, we have opportunities outside of the web as we know it. 3 / The Case Studies or, what everyone else is doing. 4 / The Wrap Up or, what you should take away from all of this. An Internet Watered Down / Page 19
    • 1 / The Problem An Internet Watered Down / The Problem / Page 20
    • The World Wide Web is trying to become a local tool. Photo by Amy van der Hiel An Internet Watered Down / The Problem / Page 21
    • But it isn’t. http://eventful.com An Internet Watered Down / The Problem / Page 22
    • Never was. http://yelp.com/nyc An Internet Watered Down / The Problem / Page 23
    • Never will be. http://newyork.craigslist.org An Internet Watered Down / The Problem / Page 24
    • These sites are still great. And we do need them. An Internet Watered Down / The Problem / Page 25
    • These sites are still great. And we do need them. But these sites are not part of the mobile web. An Internet Watered Down / The Problem / Page 26
    • These sites are still great. And we do need them. But these sites are not part of the mobile web. Mobile optimized versions of these aren’t the mobile web. An Internet Watered Down / The Problem / Page 27
    • They’re just offering users the same old internet. Photos by Ian Muttoo An Internet Watered Down / The Problem / Page 28
    • Which features broad content and powerful (but general) functionality. Photos by Ian Muttoo An Internet Watered Down / The Problem / Page 29
    • Which just doesn’t work on a phone. Photos by Laura Thorne An Internet Watered Down / The Problem / Page 30
    • Which just doesn’t work on a phone. fit onto a phone. Photos by Laura Thorne An Internet Watered Down / The Problem / Page 31
    • Which just doesn’t work on a phone. fit onto a phone. make sense on a phone. Photos by Laura Thorne An Internet Watered Down / The Problem / Page 32
    • Your phone is not the same as your home computer. Photos by Aaron Landry and Joe Hatfield An Internet Watered Down / The Problem / Page 33
    • Home computers have large displays full-size keyboards fast connections users chillaxing in pjs Photo by Joe Hatfield An Internet Watered Down / The Problem / Page 34
    • And consequently, the internet can be sloppy. Photo by Joe Hatfield An Internet Watered Down / The Problem / Page 35
    • Phones have small displays tiny keyboards multitasking users Photo by Aaron Landry An Internet Watered Down / The Problem / Page 36
    • And as a result, the mobile internet cannot be sloppy. Photo by Aaron Landry An Internet Watered Down / The Problem / Page 37
    • So if these two are so different, why are we giving our users the same thing? Users are in two completely different states at home vs being out and about. Photo by rmkoske (flickr) An Internet Watered Down / The Problem / Page 38
    • It’s no lie that content works on a cell phone. Photo by Aaron Landry An Internet Watered Down / The Problem / Page 39
    • But that’s not really the point. Photo by Aaron Landry An Internet Watered Down / The Problem / Page 40
    • We have a powerful, locationally aware, communication holy grail. Photo by Dushaun (flickr) An Internet Watered Down / The Problem / Page 41
    • And we’re using it to play sudoku and read the Times. Photo by Dushaun (flickr) An Internet Watered Down / The Problem / Page 42
    • It’s like asking Frank Gehry to build a birdhouse. Photo by juandesant (flickr) An Internet Watered Down / The Problem / Page 43
    • It’s like asking Frank Gehry to build a birdhouse. It’s a waste of time. Photo by juandesant (flickr) An Internet Watered Down / The Problem / Page 44
    • And honestly, that’s what mobiles do. Mobiles fill up our dead time. Find opportunities outside of the “dead time” in pain points a user faces everyday. Photo by juandesant (flickr) An Internet Watered Down / The Problem / Page 45
    • They’ve become our book. Photo by Reeding Lessons (flickr) An Internet Watered Down / The Problem / Page 46
    • They’ve become our book. Our TV. Photo by Alexandre Jorge An Internet Watered Down / The Problem / Page 47
    • They’ve become our book. Our TV. Our Nintendo. Photo by Shahid Sarker An Internet Watered Down / The Problem / Page 48
    • But we’re repeating categories when we should be forging new ones. Making content available on mobiles is the baseline. Let’s strive to perform above it. Photo by Shahid Sarker An Internet Watered Down / The Problem / Page 49
    • Especially when your phone has something your home computer does not. Photo by Aaron Landry An Internet Watered Down / The Problem / Page 50
    • Context. Photo by Aaron Landry An Internet Watered Down / The Problem / Page 51
    • We may have realized that the mobile space is changing. Photo by Scott Ableman An Internet Watered Down / The Problem / Page 52
    • We may have realized that the mobile space is changing our lives. Photo by Scott Ableman An Internet Watered Down / The Problem / Page 53
    • We may have realized that the mobile space is changing our lives. But most businesses don’t understand what that means yet. Photo by Scott Ableman An Internet Watered Down / The Problem / Page 54
    • Because they’re still asking us for this. An Internet Watered Down / The Problem / Page 55
    • Because they’re still asking us for this. Let’s do one better. An Internet Watered Down / The Problem / Page 56
    • Let’s give them this. Photo by Karl Tate An Internet Watered Down / The Problem / Page 57
    • We are going to hyperlink the world. http://flickr.com An Internet Watered Down / The Problem / Page 58
    • 2 / The Solution An Internet Watered Down / The Solution / Page 59
    • So you’re at the grocery store Photo by Jacob Patton An Internet Watered Down / The Solution / Page 60
    • ‘cause you got a killer case of the donut munchies, Photo by Belinda Hankins Miller An Internet Watered Down / The Solution / Page 61
    • but the line is super long, Photo by Sean Bonner An Internet Watered Down / The Solution / Page 62
    • but the line is super long (which sucks), Photo by Sean Bonner An Internet Watered Down / The Solution / Page 63
    • there’s a screaming kid, like, right in front of you, Photo by Ben McLeod An Internet Watered Down / The Solution / Page 64
    • and apparently Reese Witherspoon and Ryan Phillippe split up. Photo by Laura Mundee An Internet Watered Down / The Solution / Page 65
    • Now find your credit card. Photo by Mike v An Internet Watered Down / The Solution / Page 66
    • And next? You have to use this machine to pay. Photo by Jason Eppink An Internet Watered Down / The Solution / Page 67
    • And next? You have to use this machine to pay. This credit card reader is no one’s preferred tool. Photo by Jason Eppink An Internet Watered Down / The Solution / Page 68
    • And next? You have to use this machine to pay. This credit card reader is no one’s preferred tool. Most of us would prefer to use our own tool. Photo by Jason Eppink An Internet Watered Down / The Solution / Page 69
    • A tool that probably looks something like this. Photo by Sébastien Barré An Internet Watered Down / The Solution / Page 70
    • And just like that, we killed Saturday morning budgeting. Combine tasks that are separate, but shouldn’t be. An Internet Watered Down / The Solution / Page 76
    • Not to mention digital coupon delivery, reward programs, and skipping the formal check-out process. Photo by Bruce Turner An Internet Watered Down / The Solution / Page 77
    • The needs of users change depending on whether or not they’re at home. Photo by Amy van der Hiel An Internet Watered Down / The Solution / Page 78
    • When you’re at home Barnes & Noble has a robust site where you can find a store or buy books. Photo by Nick Humphries An Internet Watered Down / The Solution / Page 79
    • And when you’re out, the site can still be a good resource. Photo by Mo Riza An Internet Watered Down / The Solution / Page 80
    • But what about when you’re at a Barnes & Noble? Photo by Michael Dunn An Internet Watered Down / The Solution / Page 81
    • Can you search for a book actually at that Barnes and Noble? Photo by Christian Guthier An Internet Watered Down / The Solution / Page 82
    • Can you search for a book actually at that Barnes and Noble? And get taken right to it? Photo by Christian Guthier An Internet Watered Down / The Solution / Page 83
    • Can you preview CDs using your mobile? Photo by Raymond Yee An Internet Watered Down / The Solution / Page 84
    • Can you order a latté refill without having to pack up all of your things? Photo by Jeff Kole An Internet Watered Down / The Solution / Page 85
    • 3 / The Case Studies An Internet Watered Down / The Case Studies / Page 94
    • Michael loves going to his local Starbucks. Photo by Jason Rogers An Internet Watered Down / The Case Studies / Page 95
    • Michael loves going to his local Starbucks. Sometimes he hears music he likes when he’s there. Photo by Jason Rogers An Internet Watered Down / The Case Studies / Page 96
    • Apple & Starbucks have teamed up. The iPhone can now show coffee drinkers the last song played at the store. Photo by Pinot Dita An Internet Watered Down / The Case Studies / Page 97
    • And, conveniently, Apple has a music store where you can download the songs. Photo by Pinot Dita An Internet Watered Down / The Case Studies / Page 98
    • Starbucks is giving users timely information, and tools specific to their environment. Mobile extensions can have nothing to do with your business yet still fit your brand. Photo by Pinot Dita An Internet Watered Down / The Case Studies / Page 99
    • They did this without NFC. And without GPS. Photo by Karl Baron An Internet Watered Down / The Case Studies / Page 100
    • They did this without NFC. And without GPS. So no more excuses. Photo by Karl Baron An Internet Watered Down / The Case Studies / Page 101
    • Shazam didn’t need any. Shazam (iPhone App) An Internet Watered Down / The Case Studies / Page 102
    • Neither did Amazon. Amazon Mobile (iPhone App) An Internet Watered Down / The Case Studies / Page 103
    • And certainly not Urbanspoon. Do one thing and do it well. Chipotle Mobile Ordering (iPhone App) An Internet Watered Down / The Case Studies / Page 104
    • Any way you look at it, the way mobiles fit into our lives is changing. Photo by Thomas Hawk An Internet Watered Down / The Case Studies / Page 105
    • 4 / The Wrap Up An Internet Watered Down / The Wrap Up / Page 106
    • I’m not saying that your mobile is some kind of magic wand. Photo by Amancay Maahs An Internet Watered Down / The Wrap Up / Page 107
    • I’m not saying that your mobile is some kind of magic wand. But I kinda am. An Internet Watered Down / The Wrap Up / Page 108
    • If we’re hyperlinking the world, then a mobile will be our mouse. Photo by Ross Franklin An Internet Watered Down / The Wrap Up / Page 109
    • It’s our tool and translator for accessing a hidden world of information, which is lurking all around us. Photo by Carolyn Barnes An Internet Watered Down / The Wrap Up / Page 110
    • Retail brands can offer powerful mobile brand extensions. Photo by Pinot Dita An Internet Watered Down / The Wrap Up / Page 111
    • Giving us a playful way of discovering and getting things done. Photo by Pinot Dita An Internet Watered Down / The Wrap Up / Page 112
    • Giving us a playful way of discovering and getting things done. On our own terms. Photo by Pinot Dita An Internet Watered Down / The Wrap Up / Page 113
    • Stand alone apps like Wikitude prove that this revolution may be served to us bottom up. Wikitude (Android App) An Internet Watered Down / The Wrap Up / Page 114
    • Some things to remember: Photo by George Morgan An Internet Watered Down / The Wrap Up / Page 115
    • Don’t assume a 1:1 relationship between a site and its mobile extension. Photo by George Morgan An Internet Watered Down / The Wrap Up / Page 116
    • Don’t assume a 1:1 relationship between a site and its mobile extension. Users are in two completely different states at home vs being out and about. Photo by George Morgan An Internet Watered Down / The Wrap Up / Page 117
    • Don’t assume a 1:1 relationship between a site and its mobile extension. Users are in two completely different states at home vs being out and about. Making content available on mobiles is the baseline. Let’s strive to perform above it. Photo by George Morgan An Internet Watered Down / The Wrap Up / Page 118
    • Don’t assume a 1:1 relationship between Do one thing a site and its mobile and do it well. extension. Users are in two completely different states at home vs being out and about. Making content available on mobiles is the baseline. Let’s strive to perform above it. Photo by George Morgan An Internet Watered Down / The Wrap Up / Page 119
    • Don’t assume a 1:1 relationship between Do one thing a site and its mobile and do it well. extension. Users are in two completely Combine tasks that different states at are separate, but home vs being out shouldn’t be. and about. Making content available on mobiles is the baseline. Let’s strive to perform above it. Photo by George Morgan An Internet Watered Down / The Wrap Up / Page 120
    • Don’t assume a 1:1 relationship between Do one thing a site and its mobile and do it well. extension. Users are in two completely Combine tasks that different states at are separate, but home vs being out shouldn’t be. and about. Making content Find opportunities available on mobiles outside of the “dead is the baseline. Let’s time” in pain points a strive to perform user faces everyday. above it. Photo by George Morgan An Internet Watered Down / The Wrap Up / Page 121
    • Mobile extensions Don’t assume a 1:1 can have nothing relationship between Do one thing to do with your a site and its mobile and do it well. business yet still fit extension. your brand. Users are in two completely Combine tasks that different states at are separate, but home vs being out shouldn’t be. and about. Making content Find opportunities available on mobiles outside of the “dead is the baseline. Let’s time” in pain points a strive to perform user faces everyday. above it. Photo by George Morgan An Internet Watered Down / The Wrap Up / Page 122
    • Mobile extensions Don’t assume a 1:1 can have nothing relationship between Do one thing to do with your a site and its mobile and do it well. business yet still fit extension. your brand. Users are in Brand extensions can two completely Combine tasks that add much needed different states at are separate, but serendipity to a home vs being out shouldn’t be. static world. and about. Making content Find opportunities available on mobiles outside of the “dead is the baseline. Let’s time” in pain points a strive to perform user faces everyday. above it. Photo by George Morgan An Internet Watered Down / The Wrap Up / Page 123
    • We shouldn’t be giving users watered down websites. Photo by Pete Jordan An Internet Watered Down / The Wrap Up / Page 124
    • We shouldn’t be giving users watered down websites. Stop trying to guess what the user wants to do. Photo by Pete Jordan An Internet Watered Down / The Wrap Up / Page 125
    • We shouldn’t be giving users watered down websites. Stop trying to guess what the user wants to do. Instead focus on where the user is doing it. Photo by Pete Jordan An Internet Watered Down / The Wrap Up / Page 126
    • How will locationally aware mobiles change: gaming social networks everything else Photo by Pete Jordan An Internet Watered Down / The Wrap Up / Page 127
    • Thank you. An Internet Watered Down or, how to save the mobile web John Pettengill