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Mobile Content | The Hispanics Are Coming!

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My talk at #SearchFest chock full with mobile content tips, and a warning to those who are ignoring the growing Spanish speaking US Hispanic population.

My talk at #SearchFest chock full with mobile content tips, and a warning to those who are ignoring the growing Spanish speaking US Hispanic population.

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  • 1. MOBILE IS HERE, AND THE HISPANICS ARE COMING!
  • 2. “What used to fit in a building now fits in your pocket, and what fits in your pocket today will fit inside a blood cell in 25 years.” RAY KURZWEIL #SearchFest @ZephSnapp
  • 3. OUR COUNTRY HAS EVOLVED
  • 4. WHEN WILL MOBILE BE EVERYTHING?
  • 5. SOON.
  • 6. THE HISPANICS ARE COMING!
  • 7. 50% OF THE WORLD IS BILINGUAL
  • 8. 53 MILLION US HISPANICS
  • 9. 36 MILLION SPEAK SPANISH AT HOME
  • 10. HISPANICS OVER INDEX & ARE UNDERSERVED
  • 11. “The Hispanic consumer represents the greatest potential for sustained growth in the U.S. today” NEILSON #SearchFest @ZephSnapp
  • 12. US SPANISH SPEAKERS ARE USED TO BEING IGNORED
  • 13. HISPANICS ARE LOYAL You Give Us What We are Looking For, You Have Us For Life.
  • 14. HISPANICS LIKE TO TOGGLE
  • 15. SPANISH SPEAKERS ARE LOW HANGING FRUIT GO GET THEM!
  • 16. SO WHAT IS THE PROBLEM? #SearchFest @ZephSnapp
  • 17. TOO MANY DEVICES, MORE ON THE WAY
  • 18. USERS KNOW WHAT THEY WANT TO DO But they have to understand the system works
  • 19. OUR JOB IS TO MAKE IT EASY Execute an already known procedure - a routine skill Learn a procedure from explicit instructions The more knowledge is required, the more difficult it is to interact effectively.
  • 20. WE LEARNED TO: Click on links Share on Social Scroll Squeeze and stretch
  • 21. MAKE IT SIMPLE, WE CAN DO IT
  • 22. STRATEGIC SOLUTIONS #SearchFest @ZephSnapp
  • 23. LET’S MOVE BEYOND THIS:
  • 24. Water Flows Like “Chunky Water” (ht @dmolsen)
  • 25. Content Informs Design Design Informs Content
  • 26. PERSONAS, NEED STATES & ACTIONS What decisions will the user make at each point in the task? What information will the user need to make those decisions?
  • 27. WHAT DECISIONS WILL THE USER MAKE AT EACH POINT IN THE TASK? Landing Page, Towing • When Are You Open? Services • Can You Tow Heavy Duty Vehicles Contact • Phone, • WhatsApp • Email
  • 28. KNOW YOUR PERSONAS
  • 29. DESIGN PAGES THAT MEET THEIR NEEDS Ex: Towing Company Broken Down GeoOptimization, Store Locator Damage Estimate Data Input/Service Request
  • 30. OPTIMIZE EXPERIENCE, NOT PAGE
  • 31. FOR SOME, SIMPLEST IS BEST Which Is Also The Easiest To Translate
  • 32. TACTICAL TIPS #SearchFest @ZephSnapp
  • 33. FRAMELESS GRIDS FOR ADAPTIVE DESIGN
  • 34. FREE EMULATORS FOR TESTING http://ipadpeek.com/ http://iphonetester.com/ http://quirktools.com/screenfly/ http://ready.mobi/ http://responsivepx.com/
  • 35. FITT’S LAW SAYS, KEEP CTA’S CLOSE TO THUMBS
  • 36. LESS INPUTS = MORE ENGAGEMENT Login via Facebook/Twitter Put off asking for data
  • 37. UNMASK PASSWORDS
  • 38. USE PLACEHOLDER TEXT INSTEAD OF LABELS
  • 39. TRANSLATE PLACEHOLDER TEXT ALMOST NOBODY DOES THIS!
  • 40. LABELS GO ABOVE INPUTS That way no matter the device, or how much they zoom, everything will stay it its place
  • 41. DON’T USE IMAGE BASED TEXT. EVER. TypeKit FontSquirrel Google Web Fonts
  • 42. SHORT HEADLINES YES 3 Best Cooking Apps NO 3 Cooking Apps That Will Help You Make Rockin’ Pad Thai
  • 43. SAME FOR METADATA Title: 60 Characters Description: 115 Characters H/T @mikearneson
  • 44. PIXELS INSTEAD OF CHARACTERS FOR TEXT
  • 45. BE SMART. BE BRIEF. BUT DON’T WORRY ABOUT THE “FOLD”
  • 46. ATTEMPT TO PRESENT ALL RELEVANT INFORMATION SIMULTANEOUSLY: Long Copy Infinite Scroll
  • 47. HINT AT CONTENT OUTSIDE THE SCREEN
  • 48. MOCK UP CONTENT
  • 49. 2 COLUMNS, BETTER THAN 3
  • 50. LEVERAGE APPS AS PLATFORMS Social Media IM Apps Content Placement
  • 51. THANK YOU! #SearchFest @ZephSnapp