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