There's Only One Screen: How to Plan for Users, Not Devices

There’s Only One Screen:

How to Plan for Users Not Devices
Content Strategy Applied – USA 2013

October 18, 2013

Consumers. The big idea.
All Rights Reserved © ethology, Inc.

ethology

Sarah Krznarich
Content Strategy Director
@krznarich

ethology

Anna Hrach
Content Strategy Director
@annabananahrach

ethology

Before We Begin

“Mobile First isn’t the answer.
It’s incomplete.”*
- Karen McGrane & Jeff Eaton
Chicago, Summer 2010

*Gist is accurate., but it’s not an exact quote. I can barely remember Tuesday, let alone 2010.

Ahead of its time.
NOW it’s time.

“It’s About the People, Stupid!”
There is no mobile user.
There is no tablet user.
There is no desktop user.
There is no such thing as
the “mobile use case.”

The New Multi-Screen World Study

http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html

We live in a multi-screen world.

It’s true: Context drives device choice…

Device Context
Computers

Smartphones

31% out of home
69% at home

40% out of home
60% at home

Tablets

Televisions

21% out of home
79% at home

77% use different device when
watching

- Keep us productive & informed
- Productive, task-oriented
- Serious research
- Starting point for complex activities

- Keep us entertained
- Entertainment & browsing
- Unbound sense of time
- Shopping/trip planning start point


- Keep us connected
- Short bursts of time
- Immediate research needs
- Most common starting point for info

- No longer holds our full attention
- Most commonly used simultaneously
- Often paired with smartphone (81%)
- Major catalyst for search

34% use device that’s closest.

And, there are two kinds of users:
Sequential screen users
Simultaneous screen users

Sequential Vs. Simultaneous Usage


Poll: Which Multi-Screener are You?
Who here is a:
Simultaneous screen user?
Sequential screen user?
Both?
Neither?
Who is multi-screening right now?

So, let’s talk about mobile sites.

“M” Sites Were Not the Answer

“We were wrong about
‘m’ sites.”
- Google Rep

http://www.flickr.com/photos/kaibara/2601999508/

Responsive design to the rescue!

Responsive Design is Not the Answer

Don’t get us wrong...
In theory, responsive is amazing!
We love it! You love it! Users love it!
We recommend responsive, too.

http://farm6.staticflickr.com/5137/5457033663_65a61b2b76.jpg

But in Practice….

Used as a strategy—it’s not.
Emphasis placed on form not function.
Simplified—more than how design shifts
We’re still just talking about design!

http://fc07.deviantart.net/fs71/i/2012/225/7/3/safeway_fail_re_uploaded_by_jackie_foxx-d5azc1k.jpg

What’s The Problem with Responsive?
We think and talk about devices so much that we’ve forgotten
what’s who’s behind them.

http://www.flickr.com/photos/adactio/6153558098/

Beware glamour over substance.

So Shiny and New…
We already know from the 90s & Flash intros that a beautiful
or stylized design doesn’t equal a good experience.
So why apply the same foundation to responsive?

Thanks, Sudden Clarity Clarence.

Get Back to Basics

Put down the wireframes
Back away from the PSDs
Think about your business goals
Understand your user needs

Start with Content Strategy
Do
●  Oversee the universal customer
experience
●  Know what your users want
from their experience
●  Analyze data
●  Shift priorities

Don’t

• 
• 
• 
• 

Make sweeping
generalizations based on device
Forget about the
“little” people
Eliminate options
Let other people dictate when
“CS” is needed

Priorities can change based on device.

Stop Thinking in Terms of Device
Users don’t ask themselves if their task is best for a:

mobile experience
tablet experience
desktop experience
Users want one experience.
And they expect it to work every time.

"Mobile users expect the whole
internet to work correctly for their lazy
asses. And that’s just fine. It’s our job
to make it work for them.”
-Brian Boyer, NPR

"Consumers want relevant, consistent
and connected advertising and
content experiences across their
screens.”
- Microsoft Advertising
What’s On Their Screens. What’s On Their Minds: Reaching &
Engaging the Multi-Screen Consumer

Map Your Customer’s Journey
- Analyzed how customers interact w/
website & apps
- Typical journey: mobile web,
smartphone app, tablet app, purchase
- Multi-screen users 6x more valuable
than single-screen shoppers

Credit: http://cmo.com/content/cmo-com/home/articles/2013/8/15/rue_la_la_exec_multi.frame.html

Adapt to Customer’s Needs
- A/B testing conducted to enhance
experiences
- iOS purchases > Android purchases
- Targeting is streamlined to speak to
most relevant audience
- Revamp approach: use supporting
channels encourage multi-screening
- Slow ecommerce experience

Adapt to Customer’s Needs
"Why slow experiences?
Drive exploration & discovery.
Encourage deliberate choices.
Focus users' attention.”
- Margot Bloomstein
Appropriate, Inc.


Break Out of Silos
CS should help drive core strategy at every step & touchpoint

Credit: Richard Ingram - http://www.richardingram.co.uk/2010/08/approaches-to-web-content-strategy/

Who’s doing multi-screen right?

Apple (of course)

“... iAd will opt your Apple ID out
of receiving ads targeted to your
interests regardless of what
device you are using.”

Audible
No matter what device is used, pick up in the right place

iPad App

iPhone App

Evernote
Syncing is automatic. Available anywhere a user goes.

Thank You!
Sarah Krznarich
Content Strategy Director, ethology
@krznarich

Anna Hrach
Content Strategy Director, ethology
@annabananahrach

There's Only One Screen: How to Plan for Users, Not Devices

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