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Mobile Content Design

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We’ve all been so focused on designing for mobile devices that we’ve forgotten about content. But how your customers find, consume, and share your content on mobile is more important than ever. Learn about how to use content strategy to solve these issues, including content modeling, content auditing, and the core model. It may sound super nerdy now, but it won’t be once you’re there. (Presented at The Now What Conference 2017)

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Mobile Content Design

  1. 1. Mobile Content Design Ahava Leibtag President Aha Media Group Now What 2017
  2. 2. How can we improve communications between the customers and the organization?
  3. 3. Content Strategy: • Align with business objectives • Support users in accomplishing tasks Business Goals User Tasks
  4. 4. Design is solving a problem within a certain set of limitations. -Mike Monteiro
  5. 5. Infrastructure Technology Budget Business Vocabulary
  6. 6. Operational Budget Politics Screen size
  7. 7. The Martian
  8. 8. Designing for mobile is about content strategy work first and then mobile design second.
  9. 9. Steps to Great Content Design for Mobile 1. Understand customers’ needs 2. Understand the technology 3. Understand the content ecosystem 4. Create content models & prioritize the content 5. Design 6. Test
  10. 10. Understand Users’ Needs
  11. 11. Backstory: He has been working for the same law firm for 12 years and business has been growing quickly. His administrator hired the previous two IT companies but neither of them could keep up with the firm’s growing needs and he was disappointed by their work ethic. He knows the firm needs outstanding outside help because they don’t have the resources to bring in an internal IT employee. He wants a company that will help anticipate the firm’s needs. He wants to hire a highly recommended company that is extremely reliable. Age: 38 Lives in: Bethesda, MD Education: Georgetown Law School, Penn Undergraduate Occupation: Patent Attorney in Washington, D.C. HH Income: 250K (+50K) Family: Wife, Julie, 34, Graphic Designer Daughter, Danielle, 11 Son, Michael, 8 Lifestyle/Personality: • Drives an Acura and wife drives a Honda CRV • Gym membership and plays tennis • Coaches Michael’s soccer team • Family travels twice a year to California • Shops at Brooks Brothers and J.Crew • Dines out often with clients Devices and Channels: iPhone, iPad, laptop and desktop News and Information: Reads the Wall Street Journal and world news online Tasks and Objectives: • What kind of IT support do you provide? • How much experience do you have with the legal industry? • Do you have after business hours and weekend technical support? How responsive are you during those times? • Is there an assigned primary technical consultant? • Will you recommend and purchase hardware and software products for my law firm? • What is your pricing structure? • Who are some of your clients? Can you provide customer recommendations? Adam J. Seeking IT services: “We need professional help with our IT.”
  12. 12. QADX Motivations • Find an IT company that will be a good fit for his firm Primary Questions • What kind of IT support do you provide? • How much experience do you have with the legal industry? • Do you have after business hours and weekend technical support? How responsive are you during those times? Secondary Questions • Is there an assigned primary technical consultant? • Will you recommend and purchase hardware and software products for my lawfirm? • What is your pricing structure? • Who are some of your clients? Can you provide customer recommendations? Actions • Call with questions • Schedule a meeting Possible Encounters: • Search online • Referrals Possible Content: • Services • Portfolio • Support Hours Possible Content: • Products • Pricing • Customer Testimonials Possible Modes of Engagement Adam J. Seeking IT services: “We need professional help with our IT.”
  13. 13. Motivations • Find an IT company that will be a good fit for his firm Primary Questions • What kind of IT support do you provide? • How much experience do you have with the legal industry? • Do you have after business hours and weekend technical support? How responsive are you during those times? Secondary Questions • Is there an assigned primary technical consultant? • Will you recommend and purchase hardware and software products for my lawfirm? • What is your pricing structure? • Who are some of your clients? Can you provide customer recommendations? Actions • Call with questions • Schedule a meeting Possible Encounters: • Search online • Referrals Possible Pages: • Services • Portfolio • Support Hours Possible Pages: • Products • Pricing • Customer Testimonials Possible Modes of Engagement Adam J. Seeking IT services: “We need professional help with our IT.”
  14. 14. Understand the Technology
  15. 15. Pros and Cons Pros Cons Native Application (App) • One tap on user’s home screen vs a URL to remember / bookmark / type in. • Storing information locally a little better, user preferences, login information, etc. Like Spotify caching songs on your phone. A mobile web site couldn’t do that. • Performance. Generally everything just works faster. • User has to download it and learn how to use it. Several steps in that funnel (open App Store, type in password, etc.) • Cost of development • Maintaining multiple code bases Responsive • One code base • Scales to any device • Performance • Can be complex to code (supporting images at many sizes, for example)
  16. 16. Responsive design won’t fix your content problem— but content strategy will.
  17. 17. Understand the Content Ecosystem
  18. 18. Ask yourself (and your team) • Formats: What types of digital content do we have currently? (All formats: text, video, audio, pictures, infographics and so on) • Print: Do we have print content that needs to be incorporated? • Architecture: Where does the content live? • Business objectives: How much of an asset is it to the organization?
  19. 19. Categorize 1. Focus content: which content is critical your customers and therefore benefits your business? 2. Guide: content that’s important to your users and beneficial to your business 3. Drive: towards content that people didn’t know they were looking for, but is beneficial to your business 4. Meh: content you’ll include because you feel you have to
  20. 20. Drive Focus Meh Guide BusinessImpacts User Needs ©Meghan Casey
  21. 21. Create Content Models & Prioritize the Content
  22. 22. Design
  23. 23. Ergonomics ©Luke Wroblewski
  24. 24. Mobile Eye Tracking Source: Briggsby
  25. 25. Test
  26. 26. Steps to Great Content Design for Mobile 1. Understand users’ needs 2. Understand the technology 3. Understand the content ecosystem 4. Create content models & prioritize the content 5. Design 6. Test
  27. 27. Thank you Ahava Leibtag Aha Media Group, LLC ahava@ahamediagroup.com @ahavaL @ ahavaleibtag

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