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#1NLab14: Reshaping Behavior

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Pete Amundson, One North Architect, and Jessica DeJong, Art Director, discuss how mobile has impacted users and their behavior across digital marketing platforms.

From the 2014 Experience Lab: Reimagine Marketing. To watch a video of the presentation, visit http://bit.ly/1ygXR4w.

Published in: Mobile
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#1NLab14: Reshaping Behavior

  1. 1. RESHAPING BEHAVIOR Mobile’s Impact on Users and Behavior
  2. 2. Jessica DeJong @jessdejong Pete Amundson @peteamundson
  3. 3. RESHAPING BEHAVIOR How many cat videos can we get away with including?
  4. 4. Responsive Social Media DIGITAL MARKETERS SEO Analytics UX Digital Brand MOBILE!
  5. 5. THE MOBILE AGE
  6. 6. Mobile Web Browsing We’re spending more time on our phones and will be spending even more time as our world becomes more connected.
  7. 7. Mobile User Behaviors • 76% of people browse their mobile device while waiting in line. • 86% of people access their mobile device while watching TV. • 80% of people access their mobile device during downtime. • 39% of people use their mobile devices in the bathroom. …..which means 61% of people are LIARS
  8. 8. OK … SO I NEED A MOBILE STRATEGY
  9. 9. How do I do that?
  10. 10. Mobile Context is Both ... QUANTITATIVE • Screen Size • Connectivity • Device Capabilities • Processing Power • Input Methods + QUALITATIVE • User Goals • User Environment • User Attention • User Capabilities
  11. 11. TECHNOLOGY
  12. 12. Mobile is a Race to the Top • Larger screens • Faster processors • Higher data throughput
  13. 13. Capabilities – Geolocation • Get directions to an office • Find the closest office …also Personalization: • Show local navigation • Show local content • Show translated content
  14. 14. Capabilities – Contact & Calendar Add Calendar Invites Add Calendar Events Add Calendar To-dos Add Contacts
  15. 15. Capabilities – Sharing
  16. 16. Capabilities – Phone • Click-to-call • It is a phone …seriously
  17. 17. On the Horizon ?
  18. 18. Start a task on mobile … finish on desktop (or vice versa) Continuity
  19. 19. Start a task on mobile … finish on desktop (or vice versa) Continuity All three platforms already have this: – iOS: Apple Handoff – Android: Chrome Sync – Windows Phone: Internet Explorer Sync
  20. 20. Continuity Don’t create barriers between mobile and desktop
  21. 21. 3 MOBILE STRATEGIES
  22. 22. APS
  23. 23. Native Apps
  24. 24. Native Mobile Apps • Most apps fail • The ones that don’t are primarily single-purpose apps – Twitter, Instagram, Weather, etc. • Links don’t open apps
  25. 25. 80% of branded apps don’t surpass 1,000 downloads
  26. 26. Separate Mobile Site
  27. 27. M.Dot • Separate mobile sites used to be a best practice • Data now shows that users now want the full experience, no matter what device they are on.
  28. 28. Responsive Website
  29. 29. RWD Encourages • Visual Continuity – UI Consistency • Feature Continuity – Core features should be available everywhere • Data Continuity – User’s data should all be in the same location • Content Continuity – Content should be located in the same place
  30. 30. 8 Tips for Implementing a Mobile Web Strategy
  31. 31. #1 Prioritize Performance
  32. 32. 1. Prioritize Performance • 71% of users want a site to load as quickly as a desktop site • 74% will wait 5 seconds or less for a site to load • 80% of mobile web users would access more often if the experience was fast and reliable
  33. 33. #2 Design for Touch Inputs
  34. 34. #3 Pay Attention to Details
  35. 35. MENU
  36. 36. #4 Simplify Content
  37. 37. 4. Simplify Content Smaller screen = increased cognitive effort to consume content
  38. 38. Study of Facebook’s privacy policy with 5,789 words – Desktop: 39.18% comprehension – Mobile: 18.93% comprehension 4. Simplify Content
  39. 39. 4. Simplify Content If in doubt, leave it out!
  40. 40. #5 Optimize Readability
  41. 41. 5. Optimize for Readability Best practices for typography: – Headline to body copy: 2.5x – Line height: 1.5x – Characters per line: 55-75 is optimal, 75-90 is most common
  42. 42. #6 Embrace Scrolling
  43. 43. 6. Embrace scrolling We know users scroll … on all devices – Scroll to explore, click to make a decision
  44. 44. #7 Remember Context
  45. 45. #8 Be Flexible
  46. 46. #8 Be Flexible
  47. 47. 8. Be Flexible The mobile space is a moving target.
  48. 48. 8. Be Flexible The mobile space is a moving target
  49. 49. TL;DR Mobile is a game changer
  50. 50. Best Practices Prioritize Performance Design for Touch Inputs Pay Attention to Detail Simplify Content Optimize Readability Embrace Scrolling Remember Context Be Flexible
  51. 51. Thank you!

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