What you need to know to improve mobile strategies in 2014 and beyond | May 15, 2014
Best of the Best—Mobile Consumer Webs...
Bob Palmer Phil SchererMark Bard
METHOD
I
MOTIVATION
II
ELEMENTS OF
MOBILE WEB
III
Method: How We Analyzed Mobile
Websites selected from MM&M’s
April 2013 Pharma Report
Websites tested with Google’s
PageSpeed Insight tool
Websites that ...
2005
2013
Motivation: Why Study Mobile?
REUTERS/Kimimasa Mayama
Michael Sohn/AP
56%of all US adults are
now smartphone adopters
Source: Pew Internet Report: Mobile, Smartphone Ownership, June 5, 2013.
52%of US adult smartphone
owners used their smartphone
to look up health/medical
information last year
Source: Pew Interne...
Source: Google & Manhattan Research, Screen to Script: The Doctor’s Digital Path to Treatment, June 2012.
Research shows t...
and yet, only 1/3 of the websites for the top
75 pharma brands have been mobile-optimized
1/3
1/3
1/3
1/3
FIRE
AIR
WATER
EARTH
The Four Classical Elements
The Four Elements of Mobile Web
DESIGN
SPEED
CONTENT
TOUCH
DESIGN
clean intuitive readable (even outdoors)
DESIGN
clean
Design is uncluttered
and fits comfortably on
the small screen
DESIGN
intuitive Navigation leads users to the information
they’re looking for without a learning curve
DESIGN
READABLE Copy can be read without zooming in
DESIGN
(even outdoors)
Copy can be read easily,
even outdoors
TOUCH
nimble straightforward efficient
TOUCH
nimble
Identifiable buttons and
hyperlinks can be accessed
with one hand
straightforward Phone numbers are tap-to-call
and maps are integrated
TOUCH
straightforward Make it easy to take action TOUCH
efficient Desired destination can be reached with
the fewest possible taps
TOUCH
appropriate familiar consistent searchable
CONTENT
CONTENT
appropriate
Featured content is
most appropriate to
mobile experience
familiar Content is the same as full website
CONTENT
CONTENT
consistent Navigation, hierarchy, language,
and design are familiar
CONTENT
searchable Quick results are available from easily
accessed search function
SPEED
quick complete
quick
Text and graphics are
developed to minimize
loading time
complete
Missing content
and broken images
are avoided
SPEED
DESIGN
SPEED
Context
Efficiency
Interactivity
User Interface
CONTENT
TOUCH
The Elements of Mobile Web
1.	Design (User Interface)
Content presentation for the small screen and
smartphone device capabilities
	Clean, uncluttere...
Resources and Links
RESOURCES
DHC 	 digitalhealthcoalition.org
JUICE juicepharma.com	
Google howtogomo.com
Pew Research
pe...
Thank you!
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Digital Health Coalition and JUICE Pharma Consumer Mobile Media Landscape Study 2014

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Digital Health Coalition and JUICE Pharma Consumer Mobile Media Landscape Study 2014

  1. 1. What you need to know to improve mobile strategies in 2014 and beyond | May 15, 2014 Best of the Best—Mobile Consumer Websites Essential Elements
  2. 2. Bob Palmer Phil SchererMark Bard
  3. 3. METHOD I MOTIVATION II ELEMENTS OF MOBILE WEB III
  4. 4. Method: How We Analyzed Mobile
  5. 5. Websites selected from MM&M’s April 2013 Pharma Report Websites tested with Google’s PageSpeed Insight tool Websites that topped the list were analyzed by digital innovation, strategy, and user-experience experts
  6. 6. 2005 2013 Motivation: Why Study Mobile? REUTERS/Kimimasa Mayama Michael Sohn/AP
  7. 7. 56%of all US adults are now smartphone adopters Source: Pew Internet Report: Mobile, Smartphone Ownership, June 5, 2013.
  8. 8. 52%of US adult smartphone owners used their smartphone to look up health/medical information last year Source: Pew Internet, Mobile Health November 8, 2012.
  9. 9. Source: Google & Manhattan Research, Screen to Script: The Doctor’s Digital Path to Treatment, June 2012. Research shows that a user’s flow is interrupted if a page takes more than 1 second to load
  10. 10. and yet, only 1/3 of the websites for the top 75 pharma brands have been mobile-optimized 1/3 1/3 1/3 1/3
  11. 11. FIRE AIR WATER EARTH The Four Classical Elements
  12. 12. The Four Elements of Mobile Web DESIGN SPEED CONTENT TOUCH
  13. 13. DESIGN clean intuitive readable (even outdoors)
  14. 14. DESIGN clean Design is uncluttered and fits comfortably on the small screen
  15. 15. DESIGN intuitive Navigation leads users to the information they’re looking for without a learning curve
  16. 16. DESIGN READABLE Copy can be read without zooming in
  17. 17. DESIGN (even outdoors) Copy can be read easily, even outdoors
  18. 18. TOUCH nimble straightforward efficient
  19. 19. TOUCH nimble Identifiable buttons and hyperlinks can be accessed with one hand
  20. 20. straightforward Phone numbers are tap-to-call and maps are integrated TOUCH
  21. 21. straightforward Make it easy to take action TOUCH
  22. 22. efficient Desired destination can be reached with the fewest possible taps TOUCH
  23. 23. appropriate familiar consistent searchable CONTENT
  24. 24. CONTENT appropriate Featured content is most appropriate to mobile experience
  25. 25. familiar Content is the same as full website CONTENT
  26. 26. CONTENT consistent Navigation, hierarchy, language, and design are familiar
  27. 27. CONTENT searchable Quick results are available from easily accessed search function
  28. 28. SPEED quick complete
  29. 29. quick Text and graphics are developed to minimize loading time complete Missing content and broken images are avoided SPEED
  30. 30. DESIGN SPEED Context Efficiency Interactivity User Interface CONTENT TOUCH The Elements of Mobile Web
  31. 31. 1. Design (User Interface) Content presentation for the small screen and smartphone device capabilities Clean, uncluttered design (for smartphone screen sizes) Clear navigation Readable font size (without zooming in) Easy to read outdoors (color contrast between background and text) Consistent design, look and feel, navigation, hierarchy, and language Keep forms short (the fewest number of fields possible) and make data entry easy (boxes, lists, scroll menus) 2. Touch (Interactivity) Finger-friendly, touch-conscious design Finger-friendly tasks (identifiable tappable buttons and hyperlinks) Single tap for contact (to either make a call or send an email) Quick access to content and features that mobile users need most Minimal taps to complete desired task 3. Content (Context) Content organization to meet the needs and interests of the user Same content for mobile and desktop (familiar yet appropriate experience for each platform) Promoted content is most appropriate for a mobile experience Optimize text (use bullet points for easy reading where possible) Be location-aware (use maps for geographically relevant content and localization of content) 4. Speed (Efficiency) Design site to load fast Compress images, keeping each image file size as small as possible Search function for quick access to large amounts of content No links directing to non-mobile-optimized pages Mobile-specific QA Mobile-specific performance test smartphone best practices worksheet
  32. 32. Resources and Links RESOURCES DHC digitalhealthcoalition.org JUICE juicepharma.com Google howtogomo.com Pew Research pewinternet.org/Reports/2013/Smartphone-Ownership-2013.aspx pewinternet.org/Reports/2012/Mobile-Health.aspx Manhattan Research manhattanresearch.com EXAMPLE SITES Dexilant dexilant.com Gilenya gilenya.com Lantus m.lantus.com Myrbetriq myrbetriq.com Norditropin norditropin.com Perjeta m.perjeta.com ProairHFA m.proairhfa.com Remicade remicade.com Sovaldi sovaldi.com Viagra m.viagra.com
  33. 33. Thank you!

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