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![Questionnaire Results
“I just know it is becoming more
and more the way people get
information. Want to make sure
we are thinking about it.”
“Despite living in poverty, most of
the [users] we serve use mobile
devices (primarily phones). We
need to understand how best to
reach them through the devices
they use.”
“It's taking over the world – literally”
“We’ve been watching mobile
traffic to our web traffic
increase. It is the way things are
moving and it is important.”
“All other stakeholders,
including donors, are on
mobile devices.”
What is driving your current interest in mobile?
57](https://image.slidesharecdn.com/2013-10-02commnetmobileworkshop-131015084607-phpapp02/85/Getting-Going-with-Mobile-What-Your-Users-Really-Want-57-320.jpg)
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Getting Going with Mobile (What Your Users Really Want!)
Here is a sample user scenario storyboard for a key audience of your organization: 1. Sarah is waiting for the bus on her way to work. 2. She opens the organization's mobile app to check for any last minute updates on an event happening that evening. 3. Browsing the event details, she notices a call for volunteers and decides to sign up. 4. On the bus, she uses the app to register as a volunteer, selecting her availability and interests. 5. At work during her lunch break, Sarah receives a confirmation email on her phone about her volunteer shift that evening. 6. After work, Sarah uses the navigation features in the app to find directions to the
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Getting Going with Mobile (What Your Users Really Want!)
- 1. Getting Going withMobile (What Your Users Really Want!) Chris Wolz / Nam-ho Park Forum One Communications
- 2. Introductions Mobile Overview Case Studies MobileStrategy Let’s get to know each other
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- 6. Staff Founded Experience Expertise 60 staff inDC, Seattle, San Francisco 1996 by 3 policy analysts and web enthusiasts More than 1,500 projects for more than 500 clients Web strategy, User Experience, Open Source Development, Mobile, Support and Growth 6
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- 8. ‣ Why are youhere? ‣ What do you want to get out of this ‣ workshop? Who are you? ‣ What is the burning question you want answered? 8
- 9. Questionnaire Results “What arethe key considerations and questions to ask at the beginning of a mobile initiative/ campaign.” “I want to better understand differences between mobile and web, and how best to choose the right applications.” “What's current, how to do things better” “Justification for moving forward with a mobile strategy.” “Fuller understanding of current mobile habits and strategies and a few action items.” “An understanding of trends in mobile content design.” What do you hope to get out of the session? 9
- 10. Questionnaire Results “MMS, varyingplatforms for mobile marketing.” “What's hot and what's up and coming” “Responsive considerations across OS platforms.” “Responsive web design.” What areas of are you most interested in? 10
- 11. Introductions Mobile Overview Case Studies MobileStrategy The mobile landscape in a nutshell
- 12. Mobile Overview Why shouldyou care? Mobile by numbers Mobile devices & contexts Mobile approaches
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- 16. Photo: Nam So-Yoen,Allmynews.com 16
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- 18. "There is noneed for any individual to own a computer in his home" - Ken Olsen, CEO of Digital Equipment Corporation 18
- 19. Seen your emailtraffic lately? 19
- 20. Mobile internet usagetrend 20
- 21. “Mostly-mobile” internet users thosewho use their ‣ Non-whites: AmongHispanics and 43% ofphone to go online, six in ten AfricanAmericans are cell-mostly internet users, compared with 27% of whites. users ‣ Young adults: Half of cell internetonline. ages 18-29 mostly use their cell phone to go ‣ The less-educated: Some 45% of cell internet use users with a high school diploma or less mostly their phone to go online, compared with 21% of those with a college degree. ‣ The less-affluent: Similarly, 45% of cell internet of users living in households with an annual income less than $30,000 mostly use their phone to go online, compared with 27% of those living in households with an annual income of $75,000 or more. 21
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- 23. Speed of mobileinnovation Photo: fitbit.com 23
- 24. Mobile Overview Why shouldyou care? Mobile by numbers Mobile devices & contexts Mobile approaches
- 25. The number ofmobile-connected devices will exceed the world's population in 2013 Photo: flickr - slickimages CC BY 2.0 Source: Cisco Global Mobile Data Traffic Forecast Update, 2012–2017 25
- 26. Source: Mary Meeker/ Morgan Stanley Research. Data and Estimates as of 9/12 Photo: Unknown Global smartphone + tablet > total PCs Shipments (2010); Installed base (2013) 26
- 27. 819 million monthlyactive users who used Facebook mobile products (June 30, 2013) Photo: Flickr - Ed Yourdon CC BY-NC-SA 2.0 Source: Facebook 27
- 28. 56% of Americanadults have a smartphone 34% of American adults own a tablet computer Photo: flickr - Ed Yourdon CC BY-NC-SA 2.0 Source: Pew Internet (May 2013) 39 28
- 29. 60% of UScell owners access internet, 52% send/receive email on their phones Source: Pew Internet (Sept 2013) Photo: stringberd (Flickr) 39 29
- 30. This is nota phone. 30
- 31. Mobile Overview Why shouldyou care? Mobile by numbers Mobile devices & contexts Mobile approaches
- 32. Credit: flickr -Xavier Encinas / CC License: BY-NC 39 32
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- 34. Questionnaire Results iPad iPhone Kindle (Paperwhite/e-ink) Androidphone Windows phone Other Microsoft Surface Kindle Fire 0 1 2 3 4 5 6 Do you have and use any of these devices? (7 Responses) 34
- 35. “Computers keep us productiveand informed.” Credit:3flickr363MeganMorris3/3CC3License:3NC6SA Desktop 39 35
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- 37. Tablet “Tablets keep us entertained.” Credit:flickr - shareski / CC License: NC-SA 39 37
- 38. Questionnaire Results 33% 67% Mostly athome Equally at home and work Mostly at work Do you have and use any of these devices? (7 Responses) 38
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- 40. We also multi-screenby using more than one device simultaneously 81% 66% 66% New Multiscreen World Study (Google) http://bit.ly/18DGD2w Multi-screen world 40
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- 44. Mobile Overview Why shouldyou care? Mobile by numbers Mobile devices & contexts Mobile approaches
- 45. Luke Wrobowski “When ateam designs mobile first, the end result is an experience focused on the key tasks users want to accomplish without the extraneous detours and general interface debris that litter today's desktop-accessed Web sites. That's good user experience and good for business.” Mobile First 45
- 46. ‣ ‣ ‣ ‣ ‣ ‣ ‣ Understanding mobile constraints Takingadvantage of mobile capabilities Organizing navigation Prioritizing content Optimizing for mobile interaction Mobile inputs & forms Layout that make sense Mobile First 46
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- 50. Native apps vs.mobile web 50
- 51. ‣ COPE ‣ CAPE ‣ Mobile content strategy Findexample Mobile content strategy 51
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- 54. Daniel Jacobson http://blog.programmableweb.com/2009/10/13/cope-create-once-publish-everywhere/ COPE- Create Once Publish Everywhere 54
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- 56. Discussion What is drivingyour interest in mobile? What are barriers in your organization?
- 57. Questionnaire Results “I justknow it is becoming more and more the way people get information. Want to make sure we are thinking about it.” “Despite living in poverty, most of the [users] we serve use mobile devices (primarily phones). We need to understand how best to reach them through the devices they use.” “It's taking over the world – literally” “We’ve been watching mobile traffic to our web traffic increase. It is the way things are moving and it is important.” “All other stakeholders, including donors, are on mobile devices.” What is driving your current interest in mobile? 57
- 58. Questionnaire Results “Limited internalcapacity” “Keeping the content up to date and well curated.” “Budget and the approval process.” “No budget.” “Small staff.” “Limited communications staff (me).” “Slow adoption by some users.” “Cost.” What are challenges in your organization making better use of mobile? 58
- 59. Exercise Who are yourkey audiences? Sketch a typical user scenario
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- 61. For Key audience: Storyboard:think motivations, context, information needs 1 2 3 4 5 6 7 8
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- 63. Introductions Mobile Overview Case Studies MobileStrategy What are other organizations doing well?
- 64. Case Studies Email onmobile Responsive design Mobile websites Native apps / web apps Mobile publication Mobile giving 3rd party services
- 65. Pew Internet Mobile GovBlog Email on mobile ONE 66
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- 69. ‣ Clear branding /header image ‣ Big text for quick scanning ‣ Images for better click-thrus ‣ Housekeeping in the footer ‣ Single column Email on mobile 70
- 70. Case Studies Email onmobile Responsive design Mobile websites Native apps / web apps Mobile publication Mobile giving 3rd party services
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- 76. ‣ Navigation / buttons ‣ Homepage ‣ Contentprioritization ‣ 3rd party applications (flash, video, etc) ‣ Layout / grid Responsive Design 77
- 77. Case Studies Email onmobile Responsive design Mobile websites Native apps / web apps Mobile publication Mobile giving 3rd party services
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- 83. ‣ Audience-centric ‣ Use case focus ‣ Linebetween responsive, mobile web, native app is blurring Mobile websites 84
- 84. Case Studies Email onmobile Responsive design Mobile websites Native apps / web apps Mobile publication Mobile giving 3rd party services
- 85. One-way push • General info/ news • Many-to-many interaction Guides • Awareness / campaigns • • Issue-focussed community • Crowdsourced data gathering / sharing Information lookup Two-way interaction Stand-alone • Donation / fundraising • Monitoring / tracking • Citizen engagement • Fun / branding • Coordinating / volunteering App Typology / Goals 86
- 86. Seattle Art Museum Gauguin& Polynesia iPhone App Native apps / web apps 87
- 87. Center for Strategic& International Studies iPhone App Native apps / web apps 88
- 88. The World Bank TheWorld Development Report iPad App Native apps / web apps 89
- 89. Native apps vs.mobile web 90
- 90. Native App Mobile Web •Quick, rich and interactive • Takes advantage of rich phone features (camera, GPS, accelerometers etc) • Launches immediately - no internet connection needed • Slower with limited interactivity • Internet connection needed • Less interactivity - works through browser • More investment • Requires specialized skills harder to maintain • Download to install, update • Separate versions for each OS • Less investment • Requires web skills - easier to maintain • Updates instantly • One code to for all OS Good for rich interactivity and security (games, specialized apps) Good for access to general information Native apps vs. mobile web 91
- 91. ‣ ‣ ‣ ‣ Is the goalfor the app clearly defined? Who is the audience? What do you want them to do? Do I have high value content/service that will benefit users on the go? Will audiences see enough value to download the app and sustain usage and engagement? (Are we satisfied with short-term usage?) Do I have a strategy for marketing and delivery of the app to these users? Native apps / web apps 92
- 92. Case Studies Email onmobile Responsive design Mobile websites Native apps / web apps Mobile publication Mobile giving 3rd party services
- 93. Volkswagen Annual Report ‣ Content Heifer International MobileMagazine Mobile publications 94
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- 95. Case Studies Email onmobile Responsive design Mobile websites Native apps / web apps Mobile publication Mobile giving 3rd party services
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- 97. Network for Good/ Donate Now Mobile giving 98
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- 100. Case Studies Email onmobile Responsive design Mobile websites Native apps / web apps Mobile publication Mobile giving 3rd party services
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- 104. Discussion Mobile web app,native app? Responsive design? Mobile emails, mobile pubs? What is your approach / experience?
- 105. Questionnaire Results Responsive design Mobilewebsite Mobile app Mobile email 0 1 2 3 Does your organization have... (4 Responses) 106
- 106. Questionnaire Results 1 (unfamiliar) 2 3 4 5(well-informed) Mobile Content Strategy 29% 29% Android vs. iOS Responsive Design 14% 14% 43% 43% 43% Mobile First 14% 14% 43% 43% 29% 14% 29% Web app vs. Native app 29% 14% 14% 43% Understanding of mobile 107
- 107. Discussion What are someinnovative uses of mobile you have seen in this space?
- 108. Mobile Overview Case Studies MobileStrategy Crafting a practical mobile strategy
- 109. Mobile Strategy Discovery User workflowdefinition Mobile approach Roadmap
- 110. Discovery Goals Audiences Content Comparators How does mobilealign with your mission? What does success look like? Who are you trying to reach? How do they interact online / on mobile? What content is most valuable to the audiences? How can you optimize your content for multiple devices / channels delivery? What are industry best practices? What are best practices in our space? 112
- 111. Discovery Audiences Content Comparators Surveys, interviews Focus groups Personas Contentaudit, content inventory Server logs Content strategy for mobile Email templates Responsive design Innovative apps 113
- 112. Mobile Strategy Discovery User scenario Mobileapproach Roadmap
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- 114. For Key audience: Storyboard:think motivations, context, information needs 1 2 3 4 5 6 7 8
- 115. Mobile Strategy Discovery User workflowdefinition Mobile approach Roadmap
- 116. Mobile Approach ‣ Responsive design ‣ Mobilewebsites ‣ Native apps / web apps ‣ Mobile publication ‣ Mobile giving ‣ 3rd party services ‣ Email on mobile 118
- 117. Mobile Apps One-way interaction Many-to-manyinteraction • General Info / News • Issue-focussed Community • Guides • • Awareness / Campaigns Crowdsourced Data gathering / sharing • Information Lookup • Fun / Branding Two-way interaction • Donation / Fundraising • Monitoring / tracking Citizen Engagement • Stand-alone tools Coordinating / Volunteering • 119
- 118. Mobile Strategy Discovery User workflowdefinition Mobile approach Roadmap
- 119. ‣ ‣ ‣ ‣ ‣ ‣ Making the case Weneed to move to mobile because…? Doing your research Goals, audience, content, comparators? Forming a team Who is the champion? Who is your team? Schedule and budget What are time and budget constraints that will influences decisions? Choosing strategy, platform, vendor What is the best platform for our needs? Who can build it? What should I ask? Evaluation, planning for the future What does success look like? It’s not over: Maintenance, content updates, analytics, evaluation? Roadmap considerations 121
- 120. Discussion What is yourplan for next month, quarter, year? What do you want to report back to this group?
- 121. Goals / Casefor mobile High value content Key audiences Comparators / examples Roadmap worksheet 123
- 122. Laundry list Effort Value Prioritized list Roadmapworksheet 124
- 123. What’s your plan? Onemonth One quarter One year what what what who who who Roadmap worksheet 125
- 124. Further (quick) reading Books MobileFirst Content Strategy for Mobile Mobile Frontier New Multiscreen World Study (Google) http://bit.ly/18DGD2w 132
- 125. Further (quick) reading Books 100Things Every Designer Needs to Know About People 133
- 126. Further (quick) reading Mobilethought leaders Luke Wroblewski http://bit.ly/15DND2A Karen McGrane Scott Jensen http://bit.ly/15DNzzX http://bit.ly/15DNEDF The firehose Mashable.com/mobile http://mashable.com/mobile/ Idealware - mobile http://bit.ly/15DNRXr 134
- 127. Further (quick) reading Keystatistics Pew Internet: Mobile http://bit.ly/15DN2Og Cisco Mobile Traffic Forecast http://bit.ly/xDc6qP Mary Meeker: Internet Trends http://slidesha.re/15DMUhT 135
- 128. Thank you Chris Wolz cwolz@forumone.com Nam-hoPark npark@forumone.com @forumone http://forumone.com 136