There Is Such a Thing as a
and There Is
to Prove it
Helsinki, Friday 13 September 2013
Christiaan W. Lustig, senior consul...
“There is no mobile web.”
— Stephen Hay
Photo by Indigo Skies Photography — http://www.flickr.com/photos/indigoskies/65232...
Photo by Rob Spots — http://www.flickr.com/photos/93388157@N07/9000563446/
Photo by UWW ResNET — http://www.flickr.com/photos/uwwresnet/6280880034/
Site stats are corrupted by
how easy — or how har...
Photo by Colin the Scott — http://www.flickr.com/photos/colinthescot/9480224893/
- top tasks
% of votes
40-60 bottom tasks...
Top task research for one of the 4
major University Medical Centres in
the Netherlands
Photo by Yvo Pluymakers — http://ww...
In which situation do you most often visit the UMC
website?
a. From home
b. From my office or practice, or from my work
pl...
208
7
615
1875
0 500 1000 1500 2000
In the hospital for an appointment, visit or
admission
On my way to the hospital
From ...
What does
this mean?
Photo by Luke Redmond — http://www.flickr.com/photos/lukeredmond/2730035283/
„Static context‟
# task c. % c. tasks
1 Treatment (how specific illnesses and conditions are treated) 4.6% 1.2%
2 Disease/...
„Mobile context‟
# task c. % c. tasks
1 Making, viewing, changing and cancelling appointments 4.1% 1.2%
2 Admission (what ...
# ‘static’ ‘mobile’ diff.
1 Treatment (how specific illnesses and conditions are treated) Making, viewing, changing and ca...
Photo by Jack Amick — http://www.flickr.com/photos/spyker3292/6345953361/
1. What does my condition involve?
2. Which trea...
Photo by Jürg Stuker — http://www.flickr.com/photos/jstuker/9234603508/
1. Where do I need to report?
2. What might I expe...
Photo by Nathan Meijer — http://www.flickr.com/photos/npmeijer/8272087462/
“How do you know a user‟s actual context?”
Photo by Chris — http://www.flickr.com/photos/chrisinplymouth/7278110908/
Context ≠ device
Task + location + network
+ device ≈ context
Photo by Haags Uitburo — http://www.flickr.com/photos/haagsuitburo/7526290286...
Location
Network
Photo by Phil Dean — http://www.flickr.com/photos/phild41/6304672549/
How to adapt your
content strategy?
Photo by Reuben Stanton — http://www.flickr.com/photos/absent/2157057475/
Content
choreography
Photo by Mr T. in DC — http://www.flickr.com/photos/mr_t_in_dc/4541694713/
“One well-structured flexible reusable set of content
that can be published to many places.”
— Karen McGrane
Photo by Webd...
“You need human judgment to
decide what actually matters.”
Photo by sasa.mutic — http://www.flickr.com/photos/sas5/5418886...
Monitor, optimise, test, repeat…
Photo by International Campaign to Abolish Nuclear Weapons — http://www.flickr.com/photos...
Photo by Marco Bellucci — http://www.flickr.com/photos/marcobellucci/3534516458/
Kiitoksia paljon!
@ChristiaanWLstg
ChristiaanLustig.nl
There Is Such a Thing as a Mobile Context… and There Is Evidence to Prove it
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There Is Such a Thing as a Mobile Context… and There Is Evidence to Prove it

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“There is no mobile web”, said Stephen Hay. Agreed. “There is no mobile context”, added Stephanie Rieger, And Jeff Eaton, and Karen McGrane. Or is there?

I, too, believe there’s no single mobile context. However, when researching top tasks for one of the four University Medical Centres in the Netherlands, we discovered that that people who visit the hospital’s site from their home, office or medical practice, have different top tasks compared to people who are either on their way to or in the hospital for an appointment or visit. This not only demands a mobile-optimised or responsive site, but it also warrants mobile-specific or responsive content.

I’d like to make the case for content to not only shift or change priority, based on (mobile or other) context, but perhaps to even change altogether. How would you deal with this in content strategy and content creation?

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There Is Such a Thing as a Mobile Context… and There Is Evidence to Prove it

  1. 1. There Is Such a Thing as a and There Is to Prove it Helsinki, Friday 13 September 2013 Christiaan W. Lustig, senior consultant and strategist at Sabel Online mention me on Twitter: @ChristiaanWLstg Photo by Acid Pix — http://www.flickr.com/photos/acidpix/5721934108/
  2. 2. “There is no mobile web.” — Stephen Hay Photo by Indigo Skies Photography — http://www.flickr.com/photos/indigoskies/6523275513/
  3. 3. Photo by Rob Spots — http://www.flickr.com/photos/93388157@N07/9000563446/
  4. 4. Photo by UWW ResNET — http://www.flickr.com/photos/uwwresnet/6280880034/ Site stats are corrupted by how easy — or how hard! — it is to find your content. @ChristiaanWLstg ;-)
  5. 5. Photo by Colin the Scott — http://www.flickr.com/photos/colinthescot/9480224893/ - top tasks % of votes 40-60 bottom tasks = 20% of votes
  6. 6. Top task research for one of the 4 major University Medical Centres in the Netherlands Photo by Yvo Pluymakers — http://www.flickr.com/photos/yvo-pluymakers/3743991184/
  7. 7. In which situation do you most often visit the UMC website? a. From home b. From my office or practice, or from my work place in the hospital c. On my way to the hospital d. In the hospital for an appointment, visit or admission Photo by Andrea Wren — http://www.flickr.com/photos/missus_mop/242292562/
  8. 8. 208 7 615 1875 0 500 1000 1500 2000 In the hospital for an appointment, visit or admission On my way to the hospital From my office or practice, or from my work place in the hospital From home
  9. 9. What does this mean? Photo by Luke Redmond — http://www.flickr.com/photos/lukeredmond/2730035283/
  10. 10. „Static context‟ # task c. % c. tasks 1 Treatment (how specific illnesses and conditions are treated) 4.6% 1.2% 2 Disease/condition (what does an illness involve) 8.9% 2.3% 3 Contact details (address, e-mail, site phone numbers, departments, specialist fields) 13.2% 3.5% 4 Viewing and updating my records (via the patient portal: personal details, treatment plans, results; notes, questionnaires) 16.7% 4.7% 5 Making, viewing, changing and cancelling appointments 19.9% 5.8% 6 Scientific research at UMC Utrecht (results, publications, facts and figures, etc.) 22.9% 7.0% 7 Referrals procedure (regular, urgent) 25.9% 8.1%
  11. 11. „Mobile context‟ # task c. % c. tasks 1 Making, viewing, changing and cancelling appointments 4.1% 1.2% 2 Admission (what can I expect before, during and after admission?) 8.3% 2.3% 3 Disease/condition (what does an illness involve) 12.2% 3.5% 4 Waiting times (appointment, examination, treatment) 16.2% 4.7% 5 Treatment (how specific illnesses and conditions are treated) 19.7% 5.8% 6 Examination and diagnosis (how is a diagnosis made, what does an examination involve, when do I get the result) 23.0% 7.0% 7 Treatment teams (the people who are involved in a treatment) 25.9% 8.1%
  12. 12. # ‘static’ ‘mobile’ diff. 1 Treatment (how specific illnesses and conditions are treated) Making, viewing, changing and cancelling appointments +4 2 Disease/condition (what does an illness involve) Admission (what can I expect before, during and after admission?) +28 3 Contact details (address, e-mail, site phone numbers, departments, specialist fields) Disease/condition (what does an illness involve) -1 4 Viewing and updating my records (via the patient portal: personal details, treatment plans, results; notes, questionnaires) Waiting times (appointment, examination, treatment) +15 5 Making, viewing, changing and cancelling appointments Treatment (how specific illnesses and conditions are treated) -4 6 Scientific research at UMC Utrecht (results, publications, facts and figures, etc.) Examination and diagnosis (how is a diagnosis made, what does an examination involve, when do I get the result) +4 7 Referrals procedure (regular, urgent) Treatment teams (the people who are involved in a treatment) +15
  13. 13. Photo by Jack Amick — http://www.flickr.com/photos/spyker3292/6345953361/ 1. What does my condition involve? 2. Which treatment is usually prescribed? 3. How do I find a specialist doctor?
  14. 14. Photo by Jürg Stuker — http://www.flickr.com/photos/jstuker/9234603508/ 1. Where do I need to report? 2. What might I expect during admission? 3. Are there any delays with my appointment?
  15. 15. Photo by Nathan Meijer — http://www.flickr.com/photos/npmeijer/8272087462/ “How do you know a user‟s actual context?”
  16. 16. Photo by Chris — http://www.flickr.com/photos/chrisinplymouth/7278110908/ Context ≠ device
  17. 17. Task + location + network + device ≈ context Photo by Haags Uitburo — http://www.flickr.com/photos/haagsuitburo/7526290286/ @ChristiaanWLstg
  18. 18. Location
  19. 19. Network Photo by Phil Dean — http://www.flickr.com/photos/phild41/6304672549/
  20. 20. How to adapt your content strategy? Photo by Reuben Stanton — http://www.flickr.com/photos/absent/2157057475/
  21. 21. Content choreography Photo by Mr T. in DC — http://www.flickr.com/photos/mr_t_in_dc/4541694713/
  22. 22. “One well-structured flexible reusable set of content that can be published to many places.” — Karen McGrane Photo by Webdagene — http://www.flickr.com/photos/webdagene/6149952576/
  23. 23. “You need human judgment to decide what actually matters.” Photo by sasa.mutic — http://www.flickr.com/photos/sas5/5418886939/
  24. 24. Monitor, optimise, test, repeat… Photo by International Campaign to Abolish Nuclear Weapons — http://www.flickr.com/photos/30835738@N03/7936242930/
  25. 25. Photo by Marco Bellucci — http://www.flickr.com/photos/marcobellucci/3534516458/
  26. 26. Kiitoksia paljon! @ChristiaanWLstg ChristiaanLustig.nl
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