Mobile Content | The Hispanics Are Coming!
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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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Mobile Content | The Hispanics Are Coming! Mobile Content | The Hispanics Are Coming! Presentation Transcript

  • MOBILE IS HERE, AND THE HISPANICS ARE COMING!
  • “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
  • OUR COUNTRY HAS EVOLVED
  • WHEN WILL MOBILE BE EVERYTHING?
  • SOON.
  • THE HISPANICS ARE COMING!
  • 50% OF THE WORLD IS BILINGUAL
  • 53 MILLION US HISPANICS
  • 36 MILLION SPEAK SPANISH AT HOME
  • HISPANICS OVER INDEX & ARE UNDERSERVED
  • “The Hispanic consumer represents the greatest potential for sustained growth in the U.S. today” NEILSON #SearchFest @ZephSnapp
  • US SPANISH SPEAKERS ARE USED TO BEING IGNORED
  • HISPANICS ARE LOYAL You Give Us What We are Looking For, You Have Us For Life.
  • HISPANICS LIKE TO TOGGLE
  • SPANISH SPEAKERS ARE LOW HANGING FRUIT GO GET THEM!
  • SO WHAT IS THE PROBLEM? #SearchFest @ZephSnapp
  • TOO MANY DEVICES, MORE ON THE WAY
  • USERS KNOW WHAT THEY WANT TO DO But they have to understand the system works
  • 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.
  • WE LEARNED TO: Click on links Share on Social Scroll Squeeze and stretch
  • MAKE IT SIMPLE, WE CAN DO IT
  • STRATEGIC SOLUTIONS #SearchFest @ZephSnapp
  • LET’S MOVE BEYOND THIS:
  • Water Flows Like “Chunky Water” (ht @dmolsen)
  • Content Informs Design Design Informs Content
  • 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?
  • 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
  • KNOW YOUR PERSONAS
  • DESIGN PAGES THAT MEET THEIR NEEDS Ex: Towing Company Broken Down GeoOptimization, Store Locator Damage Estimate Data Input/Service Request
  • OPTIMIZE EXPERIENCE, NOT PAGE
  • FOR SOME, SIMPLEST IS BEST Which Is Also The Easiest To Translate
  • TACTICAL TIPS #SearchFest @ZephSnapp
  • FRAMELESS GRIDS FOR ADAPTIVE DESIGN
  • FREE EMULATORS FOR TESTING http://ipadpeek.com/ http://iphonetester.com/ http://quirktools.com/screenfly/ http://ready.mobi/ http://responsivepx.com/
  • FITT’S LAW SAYS, KEEP CTA’S CLOSE TO THUMBS
  • LESS INPUTS = MORE ENGAGEMENT Login via Facebook/Twitter Put off asking for data
  • UNMASK PASSWORDS
  • USE PLACEHOLDER TEXT INSTEAD OF LABELS
  • TRANSLATE PLACEHOLDER TEXT ALMOST NOBODY DOES THIS!
  • LABELS GO ABOVE INPUTS That way no matter the device, or how much they zoom, everything will stay it its place
  • DON’T USE IMAGE BASED TEXT. EVER. TypeKit FontSquirrel Google Web Fonts
  • SHORT HEADLINES YES 3 Best Cooking Apps NO 3 Cooking Apps That Will Help You Make Rockin’ Pad Thai
  • SAME FOR METADATA Title: 60 Characters Description: 115 Characters H/T @mikearneson
  • PIXELS INSTEAD OF CHARACTERS FOR TEXT
  • BE SMART. BE BRIEF. BUT DON’T WORRY ABOUT THE “FOLD”
  • ATTEMPT TO PRESENT ALL RELEVANT INFORMATION SIMULTANEOUSLY: Long Copy Infinite Scroll
  • HINT AT CONTENT OUTSIDE THE SCREEN
  • MOCK UP CONTENT
  • 2 COLUMNS, BETTER THAN 3
  • LEVERAGE APPS AS PLATFORMS Social Media IM Apps Content Placement
  • THANK YOU! #SearchFest @ZephSnapp