We’ve all been so focused on designing for mobile devices that we’ve forgotten about content. But how your customers find, consume, and share your content on mobile is more important than ever. Learn about how to use content strategy to solve these issues, including content modeling, content auditing, and the core model. It may sound super nerdy now, but it won’t be once you’re there. (Presented at The Now What Conference 2017)

1. Mobile Content Design
Ahava Leibtag
President
Aha Media Group
Now What 2017

5. How can we improve
communications between the
customers and the
organization?

6. Content Strategy:
• Align with business objectives
• Support users in accomplishing tasks
Business
Goals
User
Tasks

11. Design is solving a
problem within a
certain set of
limitations.
-Mike Monteiro

12. Infrastructure
Technology
Budget
Business
Vocabulary

13. Operational
Budget
Politics
Screen size

17. The Martian

20. Designing for mobile is about
content strategy work first and
then mobile design second.

21. Steps to Great Content Design for Mobile
1. Understand customers’ needs
2. Understand the technology
3. Understand the content ecosystem
4. Create content models & prioritize the content
5. Design
6. Test

22. Understand Users’ Needs

24. Backstory:
He has been working for the same law firm for 12
years and business has been growing quickly. His
administrator hired the previous two IT companies
but neither of them could keep up with the firm’s
growing needs and he was disappointed by their work
ethic. He knows the firm needs outstanding outside
help because they don’t have the resources to bring in
an internal IT employee. He wants a company that will
help anticipate the firm’s needs. He wants to hire a
highly recommended company that is extremely
reliable.
Age: 38
Lives in: Bethesda, MD
Education: Georgetown Law School,
Penn Undergraduate
Occupation: Patent Attorney in
Washington, D.C.
HH Income: 250K (+50K)
Family: Wife, Julie, 34, Graphic Designer
Daughter, Danielle, 11
Son, Michael, 8
Lifestyle/Personality:
• Drives an Acura and wife drives a
Honda CRV
• Gym membership and plays tennis
• Coaches Michael’s soccer team
• Family travels twice a year to California
• Shops at Brooks Brothers and J.Crew
• Dines out often with clients
Devices and Channels:
iPhone, iPad, laptop and desktop
News and Information:
Reads the Wall Street Journal and world
news online
Tasks and Objectives:
• What kind of IT support do you provide?
• How much experience do you have with the
legal industry?
• Do you have after business hours and
weekend technical support? How responsive
are you during those times?
• Is there an assigned primary technical
consultant?
• Will you recommend and purchase
hardware and software products for my law
firm?
• What is your pricing structure?
• Who are some of your clients? Can you
provide customer recommendations?
Adam J. Seeking IT services: “We need professional help with our IT.”

25. QADX
Motivations
• Find an IT company
that will be a good fit
for his firm
Primary Questions
• What kind of IT support do you provide?
• How much experience do you have with the
legal industry?
• Do you have after business hours and
weekend technical support? How responsive
are you during those times?
Secondary Questions
• Is there an assigned primary technical consultant?
• Will you recommend and purchase hardware and
software products for my lawfirm?
• What is your pricing structure?
• Who are some of your clients? Can you provide
customer recommendations?
Actions
• Call with questions
• Schedule a meeting
Possible Encounters:
• Search online
• Referrals
Possible Content:
• Services
• Portfolio
• Support Hours
Possible Content:
• Products
• Pricing
• Customer Testimonials
Possible
Modes of
Engagement
Adam J. Seeking IT services: “We need professional help with our IT.”

26. Motivations
• Find an IT company
that will be a good fit
for his firm
Primary Questions
• What kind of IT support do you provide?
• How much experience do you have with the
legal industry?
• Do you have after business hours and
weekend technical support? How responsive
are you during those times?
Secondary Questions
• Is there an assigned primary technical consultant?
• Will you recommend and purchase hardware and
software products for my lawfirm?
• What is your pricing structure?
• Who are some of your clients? Can you provide
customer recommendations?
Actions
• Call with questions
• Schedule a meeting
Possible Encounters:
• Search online
• Referrals
Possible Pages:
• Services
• Portfolio
• Support Hours
Possible Pages:
• Products
• Pricing
• Customer Testimonials
Possible
Modes of
Engagement
Adam J. Seeking IT services: “We need professional help with our IT.”

31. Understand the Technology

33. Pros and Cons
Pros Cons
Native Application (App) • One tap on user’s home screen
vs a URL to remember /
bookmark / type in.
• Storing information locally a little
better, user preferences, login
information, etc. Like Spotify
caching songs on your phone. A
mobile web site couldn’t do that.
• Performance. Generally
everything just works faster.
• User has to download it and
learn how to use it. Several steps
in that funnel (open App Store,
type in password, etc.)
• Cost of development
• Maintaining multiple code bases
Responsive • One code base
• Scales to any device
• Performance
• Can be complex to code
(supporting images at many sizes,
for example)

37. Responsive design won’t fix
your content problem—
but content strategy will.

38. Understand the Content
Ecosystem

40. Ask yourself (and your team)
• Formats: What types of digital content do we have currently? (All
formats: text, video, audio, pictures, infographics and so on)
• Print: Do we have print content that needs to be incorporated?
• Architecture: Where does the content live?
• Business objectives: How much of an asset is it to the
organization?

41. Categorize
1. Focus content: which content is critical your customers and
therefore benefits your business?
2. Guide: content that’s important to your users and beneficial
to your business
3. Drive: towards content that people didn’t know they were
looking for, but is beneficial to your business
4. Meh: content you’ll include because you feel you have to

42. Drive Focus
Meh Guide
BusinessImpacts
User Needs
©Meghan Casey

43. Create Content Models &
Prioritize the Content

57. Design

59. Ergonomics
©Luke Wroblewski

62. Mobile Eye Tracking
Source: Briggsby

63. Test

68. Steps to Great Content Design for Mobile
1. Understand users’ needs
2. Understand the technology
3. Understand the content ecosystem
4. Create content models & prioritize the content
5. Design
6. Test

70. Thank you
Ahava Leibtag
Aha Media Group, LLC
ahava@ahamediagroup.com
@ahavaL @
ahavaleibtag