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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 i...
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
@Ze...
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
instructio...
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 us...
WHAT DECISIONS WILL THE USER
MAKE AT EACH POINT IN THE TASK?
Landing
Page,
Towing

• When Are
You Open?

Services

• Can Y...
KNOW YOUR PERSONAS
DESIGN PAGES THAT MEET THEIR NEEDS
Ex: Towing Company Broken Down

GeoOptimization,
Store Locator

Damage
Estimate

Data
I...
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.m...
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
Mobile Content | The Hispanics Are Coming!
Mobile Content | The Hispanics Are Coming!
Mobile Content | The Hispanics Are Coming!
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.

Published in: Marketing
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Transcript of "Mobile Content | The Hispanics Are Coming!"

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