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


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We spoke at Content Strategy Applied USA, where we argued that devices get love the users deserve.

Published in: Marketing, Technology, Design
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There's Only One Screen: How to Plan for Users, Not Devices

  1. 1. 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
  2. 2. Sarah Krznarich Content Strategy Director @krznarich ethology
  3. 3. Anna Hrach Content Strategy Director @annabananahrach ethology
  4. 4. 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.
  5. 5. Ahead of its time. NOW it’s time.
  6. 6. “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.”
  7. 7. There are only users.
  8. 8. How do we know?
  9. 9. The New Multi-Screen World Study
  10. 10. We live in a multi-screen world.
  11. 11. It’s true: Context drives device choice…
  12. 12. 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
  13. 13. … but not always.
  14. 14. 34% use device that’s closest.
  15. 15. And, there are two kinds of users: Sequential screen users Simultaneous screen users
  16. 16. Sequential Vs. Simultaneous Usage
  17. 17. Poll: Which Multi-Screener are You? Who here is a: Simultaneous screen user? Sequential screen user? Both? Neither? Who is multi-screening right now?
  18. 18. So, let’s talk about mobile sites.
  19. 19. “M” Sites Were Not the Answer “We were wrong about ‘m’ sites.” - Google Rep
  20. 20. Responsive design to the rescue!
  21. 21. 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.
  22. 22. 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!
  23. 23. What’s The Problem with Responsive? We think and talk about devices so much that we’ve forgotten what’s who’s behind them.
  24. 24. Beware glamour over substance.
  25. 25. 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.
  26. 26. What can we do?
  27. 27. Get Back to Basics Put down the wireframes Back away from the PSDs Think about your business goals Understand your user needs
  28. 28. 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
  29. 29. Priorities can change based on device.
  30. 30. But sometimes they don’t.
  31. 31. 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.
  32. 32. "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
  33. 33. "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
  34. 34. Map Your Customer’s Journey
  35. 35. 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:
  36. 36. 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 Credit:
  37. 37. Adapt to Customer’s Needs "Why slow experiences?  Drive exploration & discovery.  Encourage deliberate choices.  Focus users' attention.” - Margot Bloomstein Appropriate, Inc. Credit:
  38. 38. Break Out of Silos CS should help drive core strategy at every step & touchpoint Credit: Richard Ingram -
  39. 39. Who’s doing multi-screen right?
  40. 40. Apple (of course) “... iAd will opt your Apple ID out of receiving ads targeted to your interests regardless of what device you are using.”
  41. 41. Audible No matter what device is used, pick up in the right place iPad App iPhone App
  42. 42. Evernote Syncing is automatic. Available anywhere a user goes.
  43. 43. Thank You! Sarah Krznarich Content Strategy Director, ethology @krznarich Anna Hrach Content Strategy Director, ethology @annabananahrach