@Moderna Museet, Stockholm – 19 September 2012. http://www.mobiento.com/blog/thinking-mobile-with-google/

1. Hello everyone!
My name is Filip Williamsson
Interaction Designer at Mobiento
Let’s talk Mobile websites
2012-09-19

2. AGENDA
1.
2.
The mobile shift - Yesterday, Today and Tomorrow
Designing for mobile - a user-centered approach
3. How to implement a solution
4. The working process
5. Your doggy bag
© MOBIENTO

3. Team players
GRAPHIC
ARTDIRECTOR DESIGNER
INTERACTION PROGRAMMER
PLANNER DESIGNER
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4. “DESIGNING INTERACTIVE
PRODUCTS TO SUPPORT
PEOPLE IN THEIR EVERYDAY
AND WORKING LIVES”
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5. Sitemaps and diagrams
Home Model
Poppa "Book a Test
Drive"
Test Drive
Choose your
car
Locate Find Find
Locate your
NEARBY
SEARCH NEARBY SEARCH
List List
Your personal Dealer
information information
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6. Sketches and concepts
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7. Wireframes and flows
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8. THEMOBILESHIFT
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9. YESTERDAY
2YEARS AGO
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10. THIS WAS THE WEB
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11. MOBILEAPPS
MOBILEAPPS
MOBILEAPPS
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12. Amount of projects
Mobile apps Mobile web
90
80
70
60
50
40
30
20
10
0
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13. Mobile web usage vs. mobile app usage
Mobile apps Mobile web
90
80
70
60
50
40
30
20
10
0
June 2010 December 2010 June 2011
Source: Flurry Analytics
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14. ON-THE-GO
ME,HERE,NOW
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15. FOCUSONLYON PRIMARYTASK
CONTENT REMOVED
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16. TODAY AND
TOMORROW
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17. Amount of projects today
Mobile apps Mobile web
90
80
70
60
50
40
30
20
10
0
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18. 28%OFAMERICANSUSEA
MOBILEDEVICEAS THEIR
PRIMARYWAYOFACCESSING
THEWEB
Source: Pew Research Center, 2011-07-11
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19. THENEW“PC”
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20. Location of smartphone usage
100%
75%
50%
25%
0%
Denmark Finland Norway Sweden
Home Work On the go
In a store Resturant Public transport
Base: Smartphone users
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21. MOBILE IS NOT THE FUTURE.
IT WAS YESTERDAY.
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22. WELCOMEMOBILITY
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23. THIS WILL BE THE WEB
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24. THE NEWMULTI-SCREENWORLD
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25. Sequential screening is common &
mostly completed within a day
90%
Use multiple screens
sequentially to
accomplish a task
over time
98% move between devices that same day
Source: Google, The New Multi-screen World, 2012-08
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26. Consumers take a multi-device path to purchase
61% 4%
65 Start on a
% Smartphone
Continue on
a PC/Laptop
Continue on
a Tablet
19%
Continue on
a Smartphone 5%
25 Start on a
% PC/Laptop Continue on
a Tablet
10%
11 Start on a
% Tablet
Continue on
a PC/Laptop
Source: Google, The New Multi-screen World, 2012-08
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27. SEAMLESS DIGITAL EXPERIENCE
BECOMES IMPORTANT
WHEN USERS MOVE BETWEEN
DEVICES
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28. USERS DON’T WANT TO DO
ONE THING ON MOBILEANYMORE,
THEY WANT TO DO IT ALL
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29. DESIGNINGAMOBILE
WEBSITE,AUSER-
CENTEREDAPPROACH
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30. 30
? ? ?
KNOW YOURCUSTOMER
(ASA USER)
Mobiento

31. FOCUS ON PRIMARY
USERTASK
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32. AT THE SAME TIME
CATER FOR THE REST
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33. Focus on primary user task
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34. MOBILEISNOT ABOUTMAKING
THINGS LESS OR SMALLER
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35. DESIGN WITH MOBILE
DEVICE CONSIDERATIONS
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36. Small screens
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37. USERSDON’TREAD,THEYSCAN
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38. What some users see
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39. INTERACTION
BYTOUCH
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40. OFTEN JUST ONE
THUMB
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41. © MOBIENTO 41

42. © MOBIENTO 42

43. MINIMIZE USER INPUT
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44. Keyboard input cost
effort
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45. If input is necessary - Auto-complete to
use correct keyboard minimize user input
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46. TAKEUSEOF
MOBILECAPABILITIES
ANDENHANCE
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47. LOCATION
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48. © MOBIENTO 48

49. CALL
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50. © MOBIENTO 50

51. © MOBIENTO 51

52. REUSE PATTERNS
THROUGHOUT THE
MOBILE FIELD
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53. Facebook menu is Footers to prevent dead
widely spread ends
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54. DESKTOPWEBSITE
AS A STARTINGPOINT
FORINFORMATION
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ARCHITECTURE 54

55. A typical desktop website information structure
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56. PRIORITIZE Content Current site New site
Header yes yes
Profile yes yes
Navigation yes yes
Article yes yes
... yes no
... no yes
... yes yes
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57. YOUR WEB CONTENT IS USELESS
UNLESS IT SUPPORTS
· KEYBUSINESS OBJECTIVES
· A USER IN COMPLETING A TASK
Source: Kristina Halvorson
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58. Rebuilt structure to support small screen devices and find-ability
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59. TAP QUALITY
MORE IMPORTANT THAN
TAPQUANTITY
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60. PROGRESSIVE
DISCLOSURE
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61. Desktop example
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62. Desktop example
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63. Page 1: Progressively
disclosed
A B
D
C E
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64. Page E
E2
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65. © MOBIENTO 65

66. © MOBIENTO 66

67. PERFORMANCE
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68. MOSTOF THE PHONEUSERS
WILL ONLY WAIT 5 SECONDS
OR LESS FOR A PAGE TO LOAD
Source: Equation Research on behalf of Compuware, 2011 “74% of mobile phone users will only wait 5 seconds or less for a page to load”
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69. HOW TO IMPLEMENT
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70. SEPARATE MOBILESITE
OR
RESPONSIVESITE
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71. SEPARATE MOBILE SITE:
AFTONBLADET
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72. RESPONSIVE SITE:
BOSTON GLOBE
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73. DEMO
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74. WHAT’S THE DIFFERENCE?
Responsive Mobile site
Pros Cons Pros Cons
• One codebase • Complex solution, requires clear • Full content control • Complex strategy and CMS handling
information architecture. • Streamlined for mobile will • Might need separate hosting
• Does not require device
detection in the same way • Requires image strategy and image make it optimal for mobile
scaling devices.
• Users gets all the content that
they expect.
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75. THEPROCESS
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76. Research
Process Method:
User Communication Iterative Design & Development Prototype presentation
Test
Prototype
User Comm Multiple
Research Strategy Sketch Device
Prototype
Visual
Design
Wireframe
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77. WAR ROOMS
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78. YOUR DOGGY BAG 12
RE 20
O
1. One seamless multi-device experience
F
It’s not mobile, it’s mobility and everywhere - information should be easily retrieved
E
whatever device you use
T B
2. Involve yourself and your users
ES
Client knows a lot about customers (users!) and business needs
B
3. Prioritize information
No one dares - mobile forces you
4. Never finish iterate
Websites are never finished, keep iterate and improve
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79. That’s it, speak soon!
Filip Williamsson
070 277 93 12
filip.williamsson@mobiento.com
www.mobiento.com
© MOBIENTO