Anna Yeaman / @stylecampaignCreative Director atSTYLECampaign.comLeads the creative team. Alsoresponsible for customereducation, consulting and mobileboot camps.
#RED Problem? What is it? What’s possible?What about tablets? Touch Performance@media blind tactics Testing
41% of emails wereopened on mobile in 2 nd half of 2012 - 14% increase in six months - 50% increase over same time last year - Will exceed 50% by end of 2013 http://www.knotice.com/reports/Knotice_Mobile Litmus.com to get your mobile stats _Email_Opens_Report_SECONDHalf2012.pdf
One shot: only 2%will reopen emailon another device http://www.knotice.com/reports/Knotice_Mobile _Email_Opens_Report_SECONDHalf2012.pdf
Droid copy tips1: Keep it brief.Bad: Too formal Good: BetterConsult the documentation that came Read the instructions that came withwith your phone for further instructions. your phone.2: Most important thing firstBad: Task last Good: Task firstTouch Next to complete setup using a To finish setup using Wi-Fi, touch Next.Wi-Fi connection. More: http://twitpic.com/9w1u4h
“We decided to prioritize the mobileoptimization of our transactional emails as they are one of the main revenue drivers within our automated email program.Optimizing these valuable communications was key to creating an engaging post - purchase experience for our customers”. Alfredo Caballero Marketing Manager at oo.com.au (Australian retailer)
“15% of our newsletter sessions is generated by the navigation header, so we decided to start small by mobile optimizing different navigation patterns.The amount of traffic generated by this content areawill allow us to gain insights fairly quickly and help us plan larger optimization changes over time.” – Alfredo Caballero of oo.com.au
retrofit: Is the desktop code clean?Clean but still incompatible? Touch friendly? Copy length Performance
Zappos (invision blog interview)Donny Guy – User Experience ManagerWe had to ask ourselves, “Why are wetrying to push this description piece whenreally a huge percentage of orders happenwithout a person even looking at it?”So we developed a hierarchy of what ourcustomers want: they want images first,then they want to look at videos, and thenthey’re looking at reviews.”
push the contrastLow contrast copythat is easy to read on a desktopmonitor, becomes Low contrast copy that is easy to read on a desktop a fuzzy blur on a monitor, becomes a fuzzy blur on a smaller screen smaller screen
MEDIA QUERY SUPPORTiPhone Yes Surface (Hotmail/Outlook.com) YesiPad (including mini) Yes Win Mobile 6.1 NoiPod Touch Yes WP7 NoAndroid 2.1 No WP7.5 YesAndroid 2.2 Yes WP8 ?Android 2.3 Yes BB OS 5 NoAndroid 4.0 Yes BB OS 7 YesAndroid 4.1 Yes BB OS 10 YesDroid Exchange No Palm OS 4.5 YesAndroid Gmail No Kindle Fire YesDroid Yahoo No Kindle Fire HD Yes
STYLECampaign mobile test lab…1 - iPod touch 640 x 960 OS 4.3.5 16 - Nokia Lumia 800 running WP7.52 - iPod touch 640 x 960 OS 5.1.1 17 - LG-E900 WP73 - iPod touch 640 x 1136 (taller screen) 18 - Dell WP7 with slide out keyboard4 - iPad 2 1024 x 768 OS 4.3.5 19 - Surface tablet Windows 8, 1366 x 7685 - iPad 3 (2x resolution) 2048 x 1536 OS 5.1.1 20 - Blackberry Bold 9900 640 x 480 OS 7.16 - iPad mini 1024×768 21 - Blackberry Bold 9780 480 x 360 OS 67 - LG GT540 2.1 Eclair, 320 x 480 22 - Blackberry Curve 8900 480 x 360 OS 58 - Motorola Defy 2.2.2 Froyo, 480 x 854 23 - Blackberry Tour 9630 480 x 360 OS 59 - Samsung Galaxy Ace GT 2.3, 320 x 480 24 - Original Kindle 3G 600 x 800 screen10 - Samsung Galaxy S2 2.3.6 GB, 480 x 800 25 - Kindle Touch 3G11 - Samsung Galaxy Nexus 4.0.4 ICS, 720 x 1280 26 - Kindle Paperwhite 3G12 - Galaxy Note 2.3.6 GB, 800 x1280 “Smablet” 27 - Kindle Fire 7″ tablet Silk (based on Android vr2)13 - Nexus 7 4.1 Jellybean, 800 x 1280 7″ tablet 28 - Kindle Fire HD tablet 7″14 - Android mini PC 29 - Kindle Fire HD tablet 8.9″15 - Palm Pixi Plus 320 x400 web OS v1.4.5 30 - Palm Treo Pro 320 x 320 Windows mobile 6.1
Touch Ergonomics - if youredesigning for touch it helps to be able to physically interact with the device.
QATesting and debugging - its fast and accurate. Somestuff is hard to debug via a static preview tool.