The document discusses how consumers now use multiple screens simultaneously rather than a single device. It argues responsive design is not enough and that companies need to plan for users, not devices, with a content strategy that provides a consistent experience across any screen. An effective strategy requires understanding user needs, mapping their journeys, and breaking down silos between teams to optimize experiences for multi-screening. Examples that do this well include Apple with syncing accounts across devices and Audible/Evernote with seamless syncing of content.

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. Sarah Krznarich
Content Strategy Director
@krznarich
Consumers. The big idea.
ethology

3. Anna Hrach
Content Strategy Director
@annabananahrach
Consumers. The big idea.
ethology

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. Ahead of its time.
NOW it’s time.

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.”
Consumers. The big idea.
ethology

7. There are only users.

8. How do we know?

9. The New Multi-Screen World Study
Consumers. The big idea.
http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html
ethology

10. We live in a multi-screen world.

11. It’s true: Context drives device choice…

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
Consumers. The big idea.
http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html
ethology

13. … but not always.

14. 34% use device that’s closest.

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

16. Sequential Vs. Simultaneous Usage
Consumers. The big idea.
http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html
ethology

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?
Consumers. The big idea.
ethology

18. So, let’s talk about mobile sites.

19. “M” Sites Were Not the Answer
“We were wrong about
‘m’ sites.”
- Google Rep
Consumers. The big idea.
http://www.flickr.com/photos/kaibara/2601999508/
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20. Responsive design to the rescue!

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.
Consumers. The big idea.
http://farm6.staticflickr.com/5137/5457033663_65a61b2b76.jpg
ethology

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!
Consumers. The big idea.
http://fc07.deviantart.net/fs71/i/2012/225/7/3/safeway_fail_re_uploaded_by_jackie_foxx-d5azc1k.jpg
ethology

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.
Consumers. The big idea.
http://www.flickr.com/photos/adactio/6153558098/
ethology

24. Beware glamour over substance.

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.
Consumers. The big idea.
ethology

26. What can we do?

27. Get Back to Basics
Put down the wireframes
Back away from the PSDs
Think about your business goals
Understand your user needs
Consumers. The big idea.
ethology

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
Consumers. The big idea.
ethology

29. Priorities can change based on device.

30. But sometimes they don’t.

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.
Consumers. The big idea.
ethology

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. "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. Map Your Customer’s Journey
Consumers. The big idea.
ethology

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
Consumers. The big idea.
Credit: http://cmo.com/content/cmo-com/home/articles/2013/8/15/rue_la_la_exec_multi.frame.html
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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
Consumers. The big idea.
Credit: http://cmo.com/content/cmo-com/home/articles/2013/8/15/rue_la_la_exec_multi.frame.html
ethology

37. Adapt to Customer’s Needs
"Why slow experiences?
Drive exploration & discovery.
Encourage deliberate choices.
Focus users' attention.”
- Margot Bloomstein
Appropriate, Inc.
Consumers. The big idea.
Credit: http://cmo.com/content/cmo-com/home/articles/2013/8/15/rue_la_la_exec_multi.frame.html
ethology

38. Break Out of Silos
CS should help drive core strategy at every step & touchpoint
Consumers. The big idea.
Credit: Richard Ingram - http://www.richardingram.co.uk/2010/08/approaches-to-web-content-strategy/
ethology

39. Who’s doing multi-screen right?

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.”
Consumers. The big idea.
ethology

41. Audible
No matter what device is used, pick up in the right place
iPad App
iPhone App
Consumers. The big idea.
ethology

42. Evernote
Syncing is automatic. Available anywhere a user goes.
Consumers. The big idea.
ethology