This document discusses the rise of mobile internet usage and its implications. Some key points: - Mobile internet usage is growing rapidly and will soon surpass desktop usage. People are using mobile for many internet activities like searching locally. - Websites must be optimized for mobile or users will abandon them. Content needs to be structured and adaptable across devices. - Information architecture principles like progressive disclosure and reusable content are important for mobile. The structure of content is key to supporting user tasks on different devices.

1. THE INTERNET IN YOUR PANTS TROUSERS
Architecture and strategy for your mobile content
alberta soranzo | @albertatrebla
image: flickr.com/photos/gregoryjordan
the internet in your pants trousers

2. REMEMBER THE INTERNET?
image: wtfjeans.com
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3. THE INTERNET IS IN YOUR PANTS
image: wtfjeans.com
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4. WHAT IS MOBILE?
image: huffingtonpost.com (Alamy)
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5. MOBILE USAGE STATISTICS
• 86% of mobile internet users use their device while
watching TV.
• By 2014, mobile internet usage will overtake desktop
internet usage.
• Adults spend more time on mobile media than they do
on newspapers and magazines combined.
source: pocketyourshop.wordpress.com
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6. MOBILE ONLY PAGEVIEWS
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7. WHAT IS MOBILE?
image: flickr.com/photos/guidedbycthulhu
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8. MOBILE WEB STATISTICS
•
99% of smartphone owners use their mobile browser at least
once a day.
•
46% of consumers will NOT return to a mobile site that is not
working properly.
•
39% of business do nothing to make site mobile-ready.
•
74% of consumers will wait 5 seconds for a web page to load
on their mobile device before abandoning the site.
•
18% of all web traffic in the U.S. is mobile traffic. That number
skyrockets to 24% in Africa, and 30% in Asia. This is up 192.5%
since 2011.
source: pocketyourshop.wordpress.com
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9. MOBILE ONLY USERS
source: mobithinking.com
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10. MOBILE SEARCH STATISTICS
• 95% of mobile users use their devices for local search.
• 52% of all local searches are done from a mobile
device.
• 9 out of 10 mobile phone searches result in a purchase
or visit.
• 3 out of every 5 searches are conducted on a mobile
device.
source: pocketyourshop.wordpress.com
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11. DIRECTV
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12. DIRECTV
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13. DO YOU HAVE A WEBSITE?
“You need to get your content onto mobile
devices. Period.”
— Karen McGrane
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14. WHO DECIDES WHAT MATTERS?
image: flickr.com/photos/d_space
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15. MOBILE IS SOCIAL
image: flickr.com/photos/strandloper/
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16. MOBILE ONLY FACEBOOK
source: allfacebook.com
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17. HOW WE USE THE INTERNET
“If people want to do something on the
internet, they will want to do it using their
mobile device. Period.”
— Karen McGrane
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18. WHAT ABOUT CONTEXT?
image: flickr.com/photos/kattebelletje/
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19. WHAT ABOUT CONTEXT?
image: flickr.com/photos/piblet
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20. ONE SITE
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21. MANY DEVICES
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22. THERE IS NO SUCH A THING AS
MOBILE IA
image: flickr.com/photos/cannedtuna
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23. WHAT IS IA?
The structural design of shared information environments.
source: en.wikipedia.org/wiki/Information_architecture
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24. CROSS-CHANNEL IA BLUEPRINT
image: tylertate.com/blog/2012/02/21/cross-channel-ia-blueprint.html
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25. TOUCHPOINTS MATRIX
image: journalofia.org/volume1/issue1/02-brugnoli/jofia-0101-02-brugnoli.pdf
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26. WHAT DOES IA DO?
IA interprets information and expresses distinctions
between signs and systems of signs and involves the
categorization of information into a coherent structure.
source: en.wikipedia.org/wiki/Information_architecture
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27. DESKTOP
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28. TABLET
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29. MOBILE
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30. WAYFINDING
STRUCTURE AS DESIGN PATTERNS
image: Android Design Patterns
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31. MOBILE PATTERNS - HYERARCHY
source: uxbooth.com
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32. MOBILE PATTERNS - HYERARCHY
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33. MOBILE PATTERNS - HUB & SPOKE
source: uxbooth.com
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34. MOBILE PATTERNS - HUB & SPOKE
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35. MOBILE PATTERNS - NESTED DOLL
source: uxbooth.com
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36. MOBILE PATTERNS - NESTED DOLL
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37. MOBILE PATTERNS - TABBED VIEW
source: uxbooth.com
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38. MOBILE PATTERNS - TABBED VIEW
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39. MOBILE PATTERNS - BENTO BOX
source: uxbooth.com
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40. MOBILE PATTERNS - BENTO BOX
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41. MOBILE PATTERNS - FILTERED VIEW
source: uxbooth.com
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42. MOBILE PATTERNS - FILTERED VIEW
Filter
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Filter

43. SENSEMAKING
MANAGING INFORMATION TO CREATE MEANING
image: flickr.com/photos/10ch
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44. CONTENT = INFORMATION
“Typically information foraging must be
analysed as decision making under uncertainty”
— Peter Pirolli
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45. CONTENT = INFORMATION
“A strong information layer is the key to crosschannel success”
— Andrea Resmini and Luca Rosati
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46. WAYFINDING FOR SENSEMAKING
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47. PROGRESSIVE DISCLOSURE
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48. THERE IS NO SUCH A THING AS
MOBILE CONTENT STRATEGY
image: abookapart.com
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49. THE CHALLENGE
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50. ADAPTIVE CONTENT
•
•
•
•
•
Reusable
Strong structure
Independent of presentation layer
Metadata
Content Management System (CMS)
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51. ADAPTIVE CONTENT
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52. REUSABLE CONTENT
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53. CONTENT MODEL
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54. STRUCTURED CONTENT
Variable Label
CHIS Data Source(s)
Age Groups
Levels
Year
Description
Restrictions
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55. STRUCTURED CONTENT
GLOBAL NAVIGATION AND SERVICE LINKS
SEARCH
LOGO AND SLOGAN
MAIN NAVIGATION
SLIDE TITLE (10 WORDS MAX)
FEATURED PRODUCT 1
(3 WORDS MAX)
CAROUSEL PHOTO
FEATURED PRODUCT 2
(3 WORDS MAX)
PUB SEARCH
SLIDE TEASER (50 WORDS MAX)
ASK THE EXPERT
(100 WORDS MAX)
HEALTH CARE REFORM
(100 WORDS MAX)
PROGRAM 1
(50 WORDS MAX)
PROGRAM 2
(50 WORDS MAX)
PROGRAM 2
(50 WORDS MAX)
PROGRAM 1
(50 WORDS MAX)
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TOPIC CENTER
(10 LINKS x 4 WORDS MAX)
PROGRAM 2
(50 WORDS MAX)
SPOTLIGHT
(100 WORDS MAX)
PROGRAM 2
(50 WORDS MAX)
NEWS
(5 LINKS x 10 WORDS MAX)
NEWSLETTER
SIGNUP

56. STRUCTURED CONTENT
GLOBAL NAVIGATION AND SERVICE LINKS
SEARCH
SLIDE TITLE (10 WORDS MAX)
NAV
CAROUSEL PHOTO
SEARCH (SITE AND PUBS)
CAROUSEL
PHOTO
THUMB
SLIDE TEASER SHORT
(10 WORDS MAX)
SLIDE TEASER (50 WORDS MAX)
FEATURED PRODUCT 1
(3 WORDS MAX)
FEATURED PRODUCT 1
(3 WORDS MAX)
PUB SEARCH
FEATURED PRODUCT 2
(3 WORDS MAX)
FEATURED PRODUCT 2
(3 WORDS MAX)
TOPIC CENTER
(10 LINKS x 4 WORDS MAX)
NEWS
(5 LINKS x 10
WORDS MAX)
NEWS
(5 LINKS x 10 WORDS MAX)
NEWSLETTER
SIGNUP
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TOPIC CENTER
(5 LINKS x 4 WORDS
MAX)

57. THE INTERNET IN YOUR PANTS
image: techpinions.com
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58. THE FUTURE WAS YESTERDAY
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59. THE FUTURE IS YESTERDAY
image: slashgear.com
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60. BTW
image: flickr.com/photos/gregoryjordan
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61. STEPHEN HAY
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62. thank you
@albertatrebla
albertasoranzo@gmail.com
UCLA Center for Health Policy Research
Illustration: Dan Willis
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63. RESOURCES
Content Strategy for Mobile
Karen McGrane
A Book Apart, 2011
Pervasive Information Architecture
Andrea Resmini, Luca Rosati
Morgan Kaufman, 2012
Android Design Patterns
Greg Nudelman
Wiley, 2013
Information Foraging Theory: Adaptive Interaction with Information
Peter Tirolli
Oxford University Press (USA), 2009
Sense-making in Cross-channel Design.
Fisher, J., Norris, S., & E. Buie (2012).
Journal of Information Architecture. Vol. 4, No. 1-2.
journalofia.org/volume4/issue2/02-fisher/
How Netflix Reverse Engineered Hollywood
Alexis Madrigal - The Atlantic
theatlantic.com/technology/archive/2014/01/how-netflix-reverse-engineered-hollywood/282679/
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