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UCD14 Talk - Alberta Soranzo - You Keep Saying Mobile (but I don’t think it means what you think it means)

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Alberta Soranzo - You Keep Saying Mobile (but I don’t think it means what you think it means)

The way we’re accessing the internet has changed and there’s no going back. Mobile has become the platform of choice and for millions of people worldwide it is the only option available. The bottom line is that if people want to do something on the web, it’s guaranteed that that they are going to want to do it on mobile — be it to perform a task or find information.

However it is embarrassingly evident that the vast majority of mobile products are task-driven and little-to-no attention is paid to information retrieval and content.

In this session we will take a look at how real people use the internet, be it directly or through a connected device and how task performance and engagement levels are directly connected to the quality of the information made available. We will explore ways to personalize content delivery and increase utilization and relevance of services provided, and how to engage and support users in their journey through an experience, while attending to the specific details of a business or service proposition.

We will also take a look under the hood and show how to structure content to make it adaptive, how to organize it to make it findable, what the specific challenges and opportunities of the mobile space are and how to create outstanding experiences that integrate seamlessly in a true cross-channel strategy.

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UCD14 Talk - Alberta Soranzo - You Keep Saying Mobile (but I don’t think it means what you think it means)

  1. 1. YOU KEEP SAYING MOBILE (I DO NOT THINK IT MEANS WHAT YOU THINK IT MEANS) UCD — London, October 24-25 alberta soranzo | @albertatrebla | wearefriday.com
  2. 2. CC image: http://en.wikipedia.org/wiki/Modem
  3. 3. image: http://businessinsider.com.au
  4. 4. image: huffingtonpost.com (Alamy) image: flickr.com/photos/justard/12300416746/
  5. 5. SO, WHAT IS MOBILE CC image: flickr.com/photos/guidedbycthulhu
  6. 6. image: kellianderson.com/
  7. 7. 2010 2013 3.7% 12.7% North America 1.5% 8.1% Europe 4.5% 22.9% Asia .9% 5.3% South America 4.8% 16.6% Africa 2.8% 12.8% Oceania source: pocketyourshop.wordpress.com
  8. 8. This is up 192.5% since 2011. source: pocketyourshop.wordpress.com
  9. 9. Internet Users (MM) 2000 1500 1000 500 0 Mobile Desktop 2007 2009 2011 2013 2015E source: pocketyourshop.wordpress.com
  10. 10. 90% VISIT OR PURCHASE 60% SEARCH source: pocketyourshop.wordpress.com 95% LOCAL SEARCH
  11. 11. 74% WAITS 5 SEC 46% WILL NOT RETURN 39% DOES NOTHING source: pocketyourshop.wordpress.com
  12. 12. “If people want to do something on the internet, they will want to do it using their mobile device. Period.” — Karen McGrane CC image: flickr.com/photos/zeldman/10027189005
  13. 13. image: flickr.com/photos/piblet image: https://www.flickr.com/photos/robef/8091483876
  14. 14. image: huffpost.com
  15. 15. “The internet is about two things… actually, make that one.”
  16. 16. WHO DECIDES WHAT MATTERS? image: flickr.com/photos/d_space
  17. 17. image: hercampus.com
  18. 18. “You need to get your content onto mobile devices. Period.” — Karen McGrane CC image: flickr.com/photos/zeldman/10027189005
  19. 19. ONE SITE
  20. 20. INFORMATION ARCHITECTURE image: flickr.com/photos/cannedtuna (IT REALLY MEANS STRUCTURE)
  21. 21. The structural design of shared information environments. source: en.wikipedia.org/wiki/Information_architecture
  22. 22. image: tylertate.com/blog/2012/02/21/cross-channel-ia-blueprint.html
  23. 23. WAYFINDING (STRUCTURE AS DESIGN PATTERNS) image: http://www.smashingmagazine.com/2014/10/13/wayfinding-for-the-mobile-web/
  24. 24. image source: http://www.smashingmagazine.com/2014/10/13/wayfinding-for- the-mobile-web/
  25. 25. MAKING SENSE (MANAGING INFORMATION TO CREATE MEANING) image: flickr.com/photos/10ch
  26. 26. “Typically information foraging must be analysed as decision making under uncertainty” — Peter Pirolli CC image: lickr.com/photos/treerao/3064525586/
  27. 27. CC image: flickr.com/photos/cafnr/14352437798
  28. 28. THE HOMEPAGE IS DEAD image: martinbelam.com
  29. 29. image: martinbelam.com
  30. 30. image: abookapart.com image: sarawb.com CONTENT STRATEGY (IT REALLY MEANS MAKING CONTENT FUTURE-FRIENDLY)
  31. 31. “PDFs are where the internet goes to die”
  32. 32. image: idownloadblog.com
  33. 33. http://next.theguardian.com/blog/container-model-blended-content/
  34. 34. “Metadata is a love note to the future” — Karen McGrane CC image: flickr.com/photos/zeldman/10027189005
  35. 35. GLOBAL NAVIGATION AND SERVICE LINKS SEARCH SLIDE TITLE (10 WORDS MAX) SLIDE TEASER (50 WORDS MAX) NEWSLETTER SIGNUP CAROUSEL PHOTO FEATURED THING (3 WORDS MAX) THING YOU WANT TO SHOW (3 WORDS MAX) SECONDARY SEARCH LIST OF OTHER THINGS (10 LINKS x 4 WORDS MAX) NEWS (5 LINKS x 10 WORDS MAX) NAV SEARCH (SITE AND PUBS) SLIDE TEASER SHORT (10 WORDS MAX) CAROUSEL PHOTO THUMB THING YOU WANT TO SHOW (3 WORDS MAX) THING YOU WANT TO SHOW (3 WORDS MAX) LIST OF OTHER THINGS (5 LINKS x 4 WORDS MAX) NEWS (5 LINKS x 10 WORDS MAX) GLOBAL NAVIGATION AND SERVICE LINKS SEARCH NEWSLETTER SIGNUP OTHER THING (50 WORDS MAX) OTHER THING (50 WORDS MAX) OTHER THING (50 WORDS MAX) LOGO AND SLOGAN MAIN NAVIGATION CAROUSEL PHOTO FEATURED THING (3 WORDS MAX) FEATURED THING (3 WORDS MAX) SECONDARY SEARCH SLIDE TITLE (10 WORDS MAX) SLIDE TEASER (50 WORDS MAX) THING YOU WANT TO SHOW (100 WORDS MAX) THING YOU WANT TO SHOW (10 LINKS x 4 WORDS MAX) THING YOU WANT TO SHOW (100 WORDS MAX) THING YOU WANT TO SHOW (100 WORDS MAX) OTHER THING (50 WORDS MAX) OTHER THING (50 WORDS MAX) OTHER THING (50 WORDS MAX) NEWS (5 LINKS x 10 WORDS MAX)
  36. 36. GLOBAL NAVIGATION AND SERVICE LINKS SEARCH SLIDE TITLE (10 WORDS MAX) SLIDE TEASER (50 WORDS MAX) NEWSLETTER SIGNUP CAROUSEL PHOTO FEATURED THING (3 WORDS MAX) THING YOU WANT TO SHOW (3 WORDS MAX) SECONDARY SEARCH LIST OF OTHER THINGS (10 LINKS x 4 WORDS MAX) NEWS (5 LINKS x 10 WORDS MAX) NAV SEARCH (SITE AND PUBS) SLIDE TEASER SHORT (10 WORDS MAX) CAROUSEL PHOTO THUMB THING YOU WANT TO SHOW (3 WORDS MAX) THING YOU WANT TO SHOW (3 WORDS MAX) LIST OF OTHER THINGS (5 LINKS x 4 WORDS MAX) NEWS (5 LINKS x 10 WORDS MAX) GLOBAL NAVIGATION AND SERVICE LINKS SEARCH NEWSLETTER SIGNUP OTHER THING (50 WORDS MAX) OTHER THING (50 WORDS MAX) OTHER THING (50 WORDS MAX) LOGO AND SLOGAN MAIN NAVIGATION CAROUSEL PHOTO FEATURED THING (3 WORDS MAX) FEATURED THING (3 WORDS MAX) SECONDARY SEARCH SLIDE TITLE (10 WORDS MAX) SLIDE TEASER (50 WORDS MAX) THING YOU WANT TO SHOW (100 WORDS MAX) THING YOU WANT TO SHOW (10 LINKS x 4 WORDS MAX) THING YOU WANT TO SHOW (100 WORDS MAX) THING YOU WANT TO SHOW (100 WORDS MAX) OTHER THING (50 WORDS MAX) OTHER THING (50 WORDS MAX) OTHER THING (50 WORDS MAX) NEWS (5 LINKS x 10 WORDS MAX)
  37. 37. BTW image: flickr.com/photos/gregoryjordan
  38. 38. THANK YOU alberta soranzo | @albertatrebla | wearefriday.com

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