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Mobilising Digital - Perth 13/03/14


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More people are using mobile platforms to access information - can your business afford to be left behind in an age of rapid digital transformation?

When once it was acceptable to be in the late majority when it came to adjusting your business to technological advancements, nowadays you have to lead the pack in order to be a viable business.

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Mobilising Digital - Perth 13/03/14

  1. 1. 13 March 2014 Optimising Mobile #precsem | @precedentapac
  2. 2. Optimising Mobile 1.  When one screen became many… 2.  Spotting the Opportunity 3.  Design considerations -  Short break – 4.  Making it happen 5.  Considering the future 6.  Summary
  3. 3. What is a mobile device and how are people using them? 1. When one screen became many…
  4. 4. According to Wikipedia a ‘mobile device’ covers everything from tablets to pagers…
  5. 5. So, when we talk about Optimising for Mobile today we should be talking about ‘multiscreen interactions’.
  6. 6. 88.2%of all media interactions are screen based Google -The New Multi-Screen World: Australia -
  7. 7. 7% 23% 23% 36% 11% Tablet Television Computer Smartphone Other Breakdown of media interactions Google -The New Multi-Screen World: Australia -
  8. 8. “Smartphones are the backbone of our daily media use… Going mobile has become a business imperative.” GOOGLE: THE NEW MULTI-SCREEN WORLD: AUSTRALIA
  9. 9. 11.2m At May 2013 Australians owned a smartphone Source: ACMA - Australia’s mobile digital economy -
  10. 10. 7.5m During June 2013 Australians accessed the internet via a mobile phone Source: ACMA - Australia’s mobile digital economy -
  11. 11. Tablet sales continue to increase globally despite their lower showing in the media consumption figures.
  12. 12. 2.3m In the first half of 2013 tablets were sold in Australia Source: Telsyte -
  13. 13. 7m Currently here are some tablet users in Australia Source: Telsyte -
  14. 14. 43% 52% 5% Android iOS Windows Tablets by operating system - Australia Source: Telsyte -
  15. 15. 62% 36% 2% Android iOS Windows Tablets by operating system - Global Source: Telsyte -
  16. 16. So, optimising for mobile covers more than smartphones
  17. 17. Our media consumption is now overwhelmingly via screen
  18. 18. The majority of this consumption is via smartphone
  19. 19. Tablet use continues to grow at an accelerated rate thanks to cheaper products entering the market
  20. 20. Android will most likely overtake iOS as the majority operating system for devices following the current global trend
  21. 21. Multiple screens, multiple channels… where to start? 2. Spotting the Opportunity
  22. 22. 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
  23. 23. 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.
  24. 24. We know mobile devices have changed our behavior but what does that mean to your organisation? 1. IDENTIFY ASSUMPTIONS
  25. 25. The only people who can tell you if your assumptions are correct are the people who you are targeting. 2. TEST ASSUMPTIONS
  26. 26. 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
  27. 27. Ability Motivation Triggers Succeed Here Triggers Fail Here High Motivation Low Motivation Hard To Do Easy To Do B.J. Fogg Behavior Model Source:
  28. 28. There are two main modes of multi-screening. Sequential usage; Moving from one device to another at di erent times to accomplish a task
  29. 29. Simultaneous usage; Using more than one device at a time for either a related or an unrelated task.
  30. 30. 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.
  31. 31. CASE STUDY: TESCO BANK This helped us identify the need for a mobile site and also dictated how we responded.
  33. 33. Not just a pretty fascia. 3. Design Considerations
  34. 34. 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
  35. 35. FontAwesome: Over the last 25 years we have evolved visual icon standards to shortcut key actions.
  36. 36. 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.
  37. 37. Users are not sympathetic to poor network coverage and don’t adjust their expectations when WIFI isn’t available.
  38. 38. There are only two types of essential image online. Those used for recognition and those used for description.
  39. 39. 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.
  40. 40. ‘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
  44. 44. COFFEE BREAK
  45. 45. 4. Making it happen
  46. 46. What channels has your organisation prioritised in relation to digital customer experience initiatives? Source: March 2013 Global Digital Experience Delivery Online Survey – Forrester Research Inc. 1% 3% 6% 13% 43% 44% 47% 56% 59% 80% Don’t know Smart TV Emerging channels (e.g. wearables, digital Digital signage and kiosks Mobile application (excluding tablet) Mobile application for tablet Social site or community Mobile web (excluding tablet) Mobile web, for tablet Traditional (e.g.) desktop web
  47. 47. 0 5 10 15 20 25 30 35 40 iPhone Safari Android Chrome iPod Touch Mobile operating system in Australia Source:
  48. 48. 3core approaches to mobile development. In reality there are
  49. 49. A website built around a tailored user experience for only mobile access. 1. .M or .MOBI
  50. 50. A website that changes ratios (and/or content) based on the device viewport. 2. RESPONSIVE
  51. 51. A website that uses a framework like PhoneGap to allow distribution as an app. 3. APPS - HYBRID or FRAMEWORK APP
  52. 52. An app built exclusively for the operating system or device on which it runs. 3.APPS - NATIVE APP
  53. 53. Faster development with an iterative roadmap will kickstart any income stream and allow for early understanding of benefits.
  54. 54. 18w Average time to create a native app Source: Kinvey -
  55. 55. 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
  56. 56. Making It Happen – Content: Mobile First
  57. 57. Making It Happen – Content: Adapting content
  58. 58. 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.
  64. 64. 5. Considering the future
  65. 65. “The web will be everything, but it will be nothing. It will be like electricity, it is just there” ERIC SCHMIDT – EXECUTIVE CHAIRMAN GOOGLE
  66. 66. “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
  67. 67. From Nike+ to Galaxy Gear, wearable technology has arrived and with it the expectation of the ‘internet of things’.
  68. 68. In acquiring Nest Google may have signaled that it is interested in getting even more intimate with customers behaviors.
  69. 69. Smart locks like August can feed into a combined, smart home, to start music, schedule dinner and turn lights on.
  70. 70. 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.
  71. 71. “Technologies aren’t solutions, they’re simply tools that help us tell stories about our products” STEPHANIE RIEGER - YIIBU
  72. 72. 6. Summary
  73. 73. 1. RESEARCH We now live in a multi device world where both smartphones and tablets are increasingly becoming the main touchpoints for consumers.
  74. 74. 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.
  75. 75. 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.
  76. 76. 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.
  77. 77. 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.
  78. 78. At Precedent we are committed to looking at simple solutions to seemingly complex digital problems…
  80. 80. Where referenced images have been used under the creative commons attribution license.