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THE WEB YOU WERE USED TO IS GONE 
Architecture and strategy for your mobile content 
! 
! 
! 
! 
! 
UX Australia — Sydney, August 25-29 
alberta soranzo | @albertatrebla | wearefriday.com 
CC image: wikipedia.org/wiki/Interface_Message_Processor
REMEMBER THE INTERNET? 
CC image: http://en.wikipedia.org/wiki/Modem
THE INTERNET IS IN YOUR POCKET 
image: http://gizmodo.com/5918418/giant-smartphones-in-skinny-jeans-a-photoshoot
WHAT IS MOBILE? 
image: huffingtonpost.com (Alamy) 
image: flickr.com/photos/justard/12300416746/
SO, WHAT IS MOBILE AGAIN? 
image: flickr.com/photos/guidedbycthulhu
image: huffpost.com
image: kellianderson.com/
Internet Users (MM) 
2000 
1500 
1000 
500 
0 
Mobile Desktop 
2007 2009 2011 2013 2015E 
source: pocketyourshop.wordpress.com
MOBILE VS DESKTOP 
source: pocketyourshop.wordpress.com 
USA 
18% 
82% 
Africa 
24% 
76% 
Asia 
30% 
70%
This is up 192.5% since 2011. 
source: pocketyourshop.wordpress.com
MOBILE ONLY PAGEVIEWS 
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: mobithinking.com 
Country % mobile-only users 
Egypt 70% 
India 59% 
South Africa 57% 
Ghana 55% 
Kenya 54% 
Nigeria 50% 
Indonesia 44% 
Thailand 32% 
China 30% 
US 25% 
UK 22% 
Russia 19%
60% 95% 90% 
SEARCH LOCAL SEARCH VISIT OR PURCHASE 
source: pocketyourshop.wordpress.com
74% 46% 39% 
WAIT 5 SEC WILL NOT RETURN DOES NOTHING 
source: pocketyourshop.wordpress.com
DO YOU HAVE A WEBSITE? 
“You need to get your content onto mobile devices. Period.” 
— Karen McGrane
WHO DECIDES WHAT MATTERS? 
image: flickr.com/photos/d_space
MOBILE IS SOCIAL 
image: hercampus.com
source: allfacebook.com
source: allfacebook.com
“If people want to do something on the internet, they will want to do it 
using their mobile device. Period.” 
— Karen McGrane
WHAT ABOUT CONTEXT? 
image: flickr.com/photos/kattebelletje/
WHAT ABOUT CONTEXT? 
image: flickr.com/photos/piblet 
image: https://www.flickr.com/photos/robef/8091483876
ONE SITE
image: flickr.com/photos/cannedtuna 
INFORMATION ARCHITECTURE
WHAT IS INFORMATION ARCHITECTURE? 
The structural design of shared information environments. 
source: en.wikipedia.org/wiki/Information_architecture
image: tylertate.com/blog/2012/02/21/cross-channel-ia-blueprint.html
image: journalofia.org/volume1/issue1/02-brugnoli/jofia-0101-02-brugnoli.pdf
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
DESKTOP
MOBILE PATTERNS 
image: Android Design Patterns 
STRUCTURE AS DESIGN PATTERNS WAYFINDING
MOBILE PATTERNS - HIERARCHY
MOBILE PATTERNS - HUB & SPOKE
MOBILE PATTERNS - NESTED DOLL
MOBILE PATTERNS - TABBED VIEW
MOBILE PATTERNS - BENTO BOX
Filter Filter 
MOBILE PATTERNS - FILTERED VIEW
image: flickr.com/photos/10ch 
MANAGING INFORMATION TO CREATE MEANING SENSE-MAKING
“Typically information foraging must be analysed as decision 
making under uncertainty” 
— Peter Pirolli
CC image: flickr.com/photos/cafnr/14352437798
PROGRESSIVE DISCLOSURE
THE HOMEPAGE IS DEAD
image: martinbelam.com
image: martinbelam.com
image: martinbelam.com
ACTUALLY, NOT DEAD YET
image: abookapart.com image: sarawb.com 
CONTENT STRATEGY
ADAPTIVE CONTENT 
• Reusable 
• Strong structure 
• Independent of presentation layer 
• Metadata 
• Content Management System (CMS)
ADAPTIVE
STRONG STRUCTURE
INDEPENDENT 
GLOBAL NAVIGATION AND SERVICE LINKS SEARCH 
NEWSLETTER 
SIGNUP 
SLIDE TITLE (10 WORDS MAX) 
CAROUSEL PHOTO 
SLIDE TEASER (50 WORDS MAX) 
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 
LIST OF OTHER 
THINGS 
(5 LINKS x 4 WORDS 
MAX) 
NEWS 
(5 LINKS x 10 WORDS 
MAX) 
(3 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)
INDEPENDENT 
GLOBAL NAVIGATION AND SERVICE LINKS SEARCH 
NEWSLETTER 
SIGNUP 
SLIDE TITLE (10 WORDS MAX) 
CAROUSEL PHOTO 
SLIDE TEASER (50 WORDS MAX) 
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 
LIST OF OTHER 
THINGS 
(5 LINKS x 4 WORDS 
MAX) 
NEWS 
(5 LINKS x 10 WORDS 
MAX) 
(3 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)
INDEPENDENT 
GLOBAL NAVIGATION AND SERVICE LINKS SEARCH 
NEWSLETTER 
SIGNUP 
SLIDE TITLE (10 WORDS MAX) 
CAROUSEL PHOTO 
SLIDE TEASER (50 WORDS MAX) 
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 
LIST OF OTHER 
THINGS 
(5 LINKS x 4 WORDS 
MAX) 
NEWS 
(5 LINKS x 10 WORDS 
MAX) 
(3 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)
REUSABLE
METADATA 
image: http://dev.npr.org/#station-finder-api-examples
image: techpinions.com
BTW 
image: flickr.com/photos/gregoryjordan
thank you 
alberta soranzo | @albertatrebla | wearefriday.com
RESOURCES 
Content Strategy for Mobile 
Karen McGrane 
A Book Apart, 2011 
! 
Pervasive Information Architecture 
Andrea Resmini, Luca Rosati 
Morgan Kaufman, 2012 
! 
Content Everywhere 
Sara Wachter-Boettcher 
Rosenfeld Media, 2012 
! 
Android Design Patterns 
Greg Nudelman 
Wiley, 2013 
! 
Information Foraging Theory: Adaptive Interaction with Information 
Peter Tirolli 
Oxford University Press (USA), 2009 
! 
Fisher, J., Norris, S., & E. Buie (2012). 
Sense-making in Cross-channel Design 
Journal of Information Architecture. Vol. 4, No. 1-2. 
journalofia.org/volume4/issue2/02-fisher/

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The web you were used to is gone - UX Australia 2014

  • 1. THE WEB YOU WERE USED TO IS GONE Architecture and strategy for your mobile content ! ! ! ! ! UX Australia — Sydney, August 25-29 alberta soranzo | @albertatrebla | wearefriday.com CC image: wikipedia.org/wiki/Interface_Message_Processor
  • 2. REMEMBER THE INTERNET? CC image: http://en.wikipedia.org/wiki/Modem
  • 3. THE INTERNET IS IN YOUR POCKET image: http://gizmodo.com/5918418/giant-smartphones-in-skinny-jeans-a-photoshoot
  • 4. WHAT IS MOBILE? image: huffingtonpost.com (Alamy) image: flickr.com/photos/justard/12300416746/
  • 5. SO, WHAT IS MOBILE AGAIN? image: flickr.com/photos/guidedbycthulhu
  • 8. Internet Users (MM) 2000 1500 1000 500 0 Mobile Desktop 2007 2009 2011 2013 2015E source: pocketyourshop.wordpress.com
  • 9. MOBILE VS DESKTOP source: pocketyourshop.wordpress.com USA 18% 82% Africa 24% 76% Asia 30% 70%
  • 10. This is up 192.5% since 2011. source: pocketyourshop.wordpress.com
  • 11. MOBILE ONLY PAGEVIEWS 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
  • 12. source: mobithinking.com Country % mobile-only users Egypt 70% India 59% South Africa 57% Ghana 55% Kenya 54% Nigeria 50% Indonesia 44% Thailand 32% China 30% US 25% UK 22% Russia 19%
  • 13. 60% 95% 90% SEARCH LOCAL SEARCH VISIT OR PURCHASE source: pocketyourshop.wordpress.com
  • 14. 74% 46% 39% WAIT 5 SEC WILL NOT RETURN DOES NOTHING source: pocketyourshop.wordpress.com
  • 15.
  • 16. DO YOU HAVE A WEBSITE? “You need to get your content onto mobile devices. Period.” — Karen McGrane
  • 17. WHO DECIDES WHAT MATTERS? image: flickr.com/photos/d_space
  • 18. MOBILE IS SOCIAL image: hercampus.com
  • 21. “If people want to do something on the internet, they will want to do it using their mobile device. Period.” — Karen McGrane
  • 22. WHAT ABOUT CONTEXT? image: flickr.com/photos/kattebelletje/
  • 23. WHAT ABOUT CONTEXT? image: flickr.com/photos/piblet image: https://www.flickr.com/photos/robef/8091483876
  • 25.
  • 27. WHAT IS INFORMATION ARCHITECTURE? The structural design of shared information environments. source: en.wikipedia.org/wiki/Information_architecture
  • 30. 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
  • 32.
  • 33.
  • 34. MOBILE PATTERNS image: Android Design Patterns STRUCTURE AS DESIGN PATTERNS WAYFINDING
  • 35. MOBILE PATTERNS - HIERARCHY
  • 36. MOBILE PATTERNS - HUB & SPOKE
  • 37. MOBILE PATTERNS - NESTED DOLL
  • 38. MOBILE PATTERNS - TABBED VIEW
  • 39. MOBILE PATTERNS - BENTO BOX
  • 40. Filter Filter MOBILE PATTERNS - FILTERED VIEW
  • 41. image: flickr.com/photos/10ch MANAGING INFORMATION TO CREATE MEANING SENSE-MAKING
  • 42. “Typically information foraging must be analysed as decision making under uncertainty” — Peter Pirolli
  • 50.
  • 51.
  • 52.
  • 53.
  • 54. image: abookapart.com image: sarawb.com CONTENT STRATEGY
  • 55.
  • 56. ADAPTIVE CONTENT • Reusable • Strong structure • Independent of presentation layer • Metadata • Content Management System (CMS)
  • 59. INDEPENDENT GLOBAL NAVIGATION AND SERVICE LINKS SEARCH NEWSLETTER SIGNUP SLIDE TITLE (10 WORDS MAX) CAROUSEL PHOTO SLIDE TEASER (50 WORDS MAX) 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 LIST OF OTHER THINGS (5 LINKS x 4 WORDS MAX) NEWS (5 LINKS x 10 WORDS MAX) (3 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)
  • 60. INDEPENDENT GLOBAL NAVIGATION AND SERVICE LINKS SEARCH NEWSLETTER SIGNUP SLIDE TITLE (10 WORDS MAX) CAROUSEL PHOTO SLIDE TEASER (50 WORDS MAX) 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 LIST OF OTHER THINGS (5 LINKS x 4 WORDS MAX) NEWS (5 LINKS x 10 WORDS MAX) (3 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)
  • 61. INDEPENDENT GLOBAL NAVIGATION AND SERVICE LINKS SEARCH NEWSLETTER SIGNUP SLIDE TITLE (10 WORDS MAX) CAROUSEL PHOTO SLIDE TEASER (50 WORDS MAX) 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 LIST OF OTHER THINGS (5 LINKS x 4 WORDS MAX) NEWS (5 LINKS x 10 WORDS MAX) (3 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)
  • 64.
  • 66.
  • 68.
  • 69. thank you alberta soranzo | @albertatrebla | wearefriday.com
  • 70. RESOURCES Content Strategy for Mobile Karen McGrane A Book Apart, 2011 ! Pervasive Information Architecture Andrea Resmini, Luca Rosati Morgan Kaufman, 2012 ! Content Everywhere Sara Wachter-Boettcher Rosenfeld Media, 2012 ! Android Design Patterns Greg Nudelman Wiley, 2013 ! Information Foraging Theory: Adaptive Interaction with Information Peter Tirolli Oxford University Press (USA), 2009 ! Fisher, J., Norris, S., & E. Buie (2012). Sense-making in Cross-channel Design Journal of Information Architecture. Vol. 4, No. 1-2. journalofia.org/volume4/issue2/02-fisher/