Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Mobilising Digital Melbourne 21/03/2014


Published on

Published in: Technology
  • Be the first to comment

  • Be the first to like this

Mobilising Digital Melbourne 21/03/2014

  1. 1. 21 March 2014 Optimising Mobile #precsem | @precedentapac
  2. 2. 6 sectorsEducation Government Membership Not for profit Destinations Health
  3. 3. 25 yearsExperience Quality Stability Loyalty Results
  4. 4. 150 expertsStrategy & Research User Centred Design Branding & Communications Digital Marketing Development & Hosting
  6. 6. Our research
  7. 7. Who we work with
  8. 8. Optimising Mobile 1.  When one screen became many… 2.  Spotting the Opportunity 3.  Design considerations -  Coffee break – 4.  Making it happen 5.  Considering the future 6.  Summary
  9. 9. What is a mobile device and how are people using them? 1. When one screen became many…
  10. 10. According to Wikipedia a ‘mobile device’ covers everything from tablets to pagers…
  11. 11. So, when we talk about Optimising for Mobile today we should be talking about ‘multiscreen interactions’.
  12. 12. 88.2%of all media interactions are screen based Google -The New Multi-Screen World: Australia -
  13. 13. 7% 23% 23% 36% 11% Tablet Television Computer Smartphone Other Breakdown of media interactions Google -The New Multi-Screen World: Australia -
  14. 14. “Smartphones are the backbone of our daily media use… Going mobile has become a business imperative.” GOOGLE: THE NEW MULTI-SCREEN WORLD: AUSTRALIA
  15. 15. 11.2m At May 2013 Australians owned a smartphone Source: ACMA - Australia’s mobile digital economy -
  16. 16. 7.5m During June 2013 Australians accessed the internet via a mobile phone Source: ACMA - Australia’s mobile digital economy -
  17. 17. Tablet sales continue to increase globally despite their lower showing in the media consumption figures.
  18. 18. 2.3m In the first half of 2013 tablets were sold in Australia Source: Telsyte -
  19. 19. 7m Currently here are some tablet users in Australia Source: Telsyte -
  20. 20. 43% 52% 5% Android iOS Windows Tablets by operating system - Australia Source: Telsyte -
  21. 21. 62% 36% 2% Android iOS Windows Tablets by operating system - Global Source: Telsyte -
  22. 22. So, optimising for mobile covers more than smartphones
  23. 23. Our media consumption is now overwhelmingly via screen
  24. 24. The majority of this consumption is via smartphone
  25. 25. Tablet use continues to grow at an accelerated rate thanks to cheaper products entering the market
  26. 26. Android will most likely overtake iOS as the majority operating system for devices following the current global trend
  27. 27. Multiple screens, multiple channels… where to start? 2. Spotting the Opportunity
  28. 28. App Myopia. This is a paradigm that sees every possible mobile opportunity only as an exercise in creating an app. SCOTT JENSON – Product Strategy at Google
  29. 29. In Finland, planners are known to visit their parks immediately after the first snowfall… (these ‘desire lines’ are) indicated by their footprints and can be used to guide the routing of new purpose built paths.
  30. 30. We know mobile devices have changed our behavior but what does that mean to your organisation? 1. IDENTIFY ASSUMPTIONS
  31. 31. The only people who can tell you if your assumptions are correct are the people who you are targeting. 2. TEST ASSUMPTIONS
  32. 32. By drawing out your identified users and their scenarios you can start to find those ‘desire lines’ that will create a meaningful interaction. 3. VISUALISE GOALS AND TASKS
  33. 33. Ability Motivation Triggers Succeed Here Triggers Fail Here High Motivation Low Motivation Hard To Do Easy To Do B.J. Fogg Behavior Model Source:
  34. 34. There are two main modes of multi-screening. Sequential usage; Moving from one device to another at di erent times to accomplish a task
  35. 35. Simultaneous usage; Using more than one device at a time for either a related or an unrelated task.
  36. 36. CASE STUDY: TESCO BANK Our team in Edinburgh found that a high percentage of travellers bought their insurance online, on their phone and on the way to the airport.
  37. 37. CASE STUDY: TESCO BANK This helped us identify the need for a mobile site and also dictated how we responded.
  39. 39. CASE STUDY: TESCO BANK 30% increase in sales from mobile versus desktop.
  40. 40. Not just a pretty fascia. 3. Design Considerations
  41. 41. Effective mobile designs not only account for these one thumb/one eyeball experiences but aim to optimize for them as well. LUKE WROBLEWSKI – MOBILE FIRST
  42. 42. FontAwesome: Over the last 25 years we have evolved visual icon standards to shortcut key actions.
  43. 43. Design Considerations – Hit Areas User interface controls have to be big enough to capture fingertip actions without frustrating users with erroneous actions and tiny targets.
  44. 44. Right hand Easy Average Hard Left hand Easy Average Hard Screen designs should take into consideration the devices that they will inhabit, think about reach as well as screen dimensions.
  45. 45. We can also look at tablets and how people typically hold tablet computers.
  46. 46. Users are not sympathetic to poor network coverage and don’t adjust their expectations when WIFI isn’t available.
  47. 47. There are only two types of essential image online. Those used for recognition and those used for description.
  48. 48. ‘My issue with responsive design is when it becomes lowest common denominator design, ‘working’ on all screens but not excelling on any’ ROAN LAVERY – FREE AGENT
  49. 49. CASE STUDY: PERTH ARENA Just before Perth Arena opened the doors on its 15,500 seat venue their team contacted Precedent.
  53. 53. CASE STUDY: PERTH ARENA 8,134 Downloaded times since 2012
  54. 54. COFFEE BREAK
  55. 55. 4. Making it happen
  56. 56. Faster development with an iterative roadmap will kickstart any income stream and allow for early understanding of benefits.
  57. 57. 3core approaches to mobile development. In reality there are
  58. 58. A website built around a tailored user experience for only mobile access. 1. .M or .MOBI
  59. 59. A website that changes ratios (and/or content) based on the device viewport. 2. RESPONSIVE or ADAPTIVE
  60. 60. A website that uses a framework to allow distribution as an app. 3. APPS - HYBRID or FRAMEWORK APP Handy link:
  61. 61. An app built exclusively for the operating system or device on which it runs. 3.APPS - NATIVE APP
  62. 62. 18w Average time to create a native app Source: Kinvey -
  63. 63. 13w Perth Arena hybrid app project timeline * 4 weeks design, 4 weeks development (3 weeks app, 1 week api build to drive app data), rest split between UX, research and PM
  64. 64. Responsive retrofitting your existing site can feel like you are trying to cram all your content into a very small space.
  65. 65. Creating a separate responsive m. site can feel like planting a tree for the future but special care needs to be taken to ensure the project does not die.
  66. 66. Mobile first approach means starting again and relearning what you know about your users and catering for them directly.
  67. 67. A piecemeal approach can lead to users experiencing the joy of a new interface alongside the disappointment of the old.
  68. 68. Whatever approach you are considering you should work initially using sketching, rapid prototyping methods and try to identify the minimum viable product that you can build upon.
  69. 69. CASE STUDY: MONASH UNIVERSITY With a student body of over 50,000 and over 8,000 academic staff the Monash University website has grown considerably over time.
  74. 74. CASE STUDY: MONASH UNIVERSITY 665% Increase in domestic enquiry form page views
  75. 75. 5. Considering the future
  76. 76. “The web will be everything, but it will be nothing. It will be like electricity, it is just there” ERIC SCHMIDT – EXECUTIVE CHAIRMAN GOOGLE
  77. 77. “Services aren’t made on an assembly line… you can’t predict precisely which [touchpoint] each user will need… The service is experienced differently by every person, because every person is different” ANDY POLAINE
  78. 78. From Nike+ to Galaxy Gear, wearable technology has arrived and with it the expectation of the ‘internet of things’.
  79. 79. In acquiring Nest Google may have signaled that it is interested in getting even more intimate with customers behaviors.
  80. 80. Smart locks like August can feed into a combined, smart home, to start music, schedule dinner and turn lights on.
  81. 81. At SXSW 2014 Google announced they will be releasing a developer SDK that will make it easier for companies to create wearable devices that run on Android.
  82. 82. “Technologies aren’t solutions, they’re simply tools that help us tell stories about our products” STEPHANIE RIEGER - YIIBU
  83. 83. 6. Summary
  84. 84. 1. RESEARCH We now live in a multi device world where both smartphones and tablets are increasingly becoming the main touchpoints for consumers.
  85. 85. 2. OPPORTUNITIES Users will create their own paths to content, to create engaging, meaningful and valuable experiences we need to uncover our users motivations and journeys.
  86. 86. 3. DESIGN There is a rich and growing visual language that has evolved over the last 25 years of the web. Use this as a base for your presence rather than inventing new ones.
  87. 87. 4. TECHNOLOGY The ideal approach to optimising for mobile is to prototype, test, implement and repeat. Learn from successes and failures to continually adapt to change.
  88. 88. 5. FUTURE The future will revolve around the ability of users to customise their experiences to their needs and for businesses to record greater amounts of data from that.
  89. 89. At Precedent we are committed to looking at simple solutions to seemingly complex digital problems…
  91. 91. QUESTIONS?
  92. 92. Where referenced images have been used under the creative commons attribution license.