Uploaded byLudovic Charbonnel
Multi Device
This document discusses multi-device usage and provides strategies for developing consistent experiences across devices. It notes that by 2020 there will be over 24 billion connected devices. While laptops are often used for work, people use different devices for different purposes and contexts. There are three approaches to multi-screening: sequential, simultaneous, and separate. Designing for multiple devices requires consistency while accommodating each device's capabilities. Understanding user personas can help tailor content and experiences for different audiences. Marketers must reach people across all platforms they use. The focus should be removing constraints to center on the user experience. A case study approach is proposed to design multi-device experiences and strategies.
More Related Content
More from Ludovic Charbonnel
Multi Device
- 3.
- 4.
- 5.
- 8. 7 billion ofconnected device, outnumbering people (and toothbrushes) By 2020, this number is expected to pass 24 billion
- 23. laptop or PCis the workhorse — 80% of US online adults that own one use it at home, and it tends to be dedicated to important taskslike work or managing finances.
- 28. Reasons for switching tendto move to a larger screen. 25% ended with a tablet and 50% with a laptop.
- 32.
- 33.
- 34. media consume areradically changed. Users are more in control of their content grasping. amplify experiences, share, connect with others, do multitasking or simply get things done.
- 35. the need toadapt to this new multi- screening scenario in a way that we could engage our consumers catching up in the right moment and in the right way.
- 36. Consumer relate toeach device in unique ways (consumers think and use differently about their devices)
- 37. Separately is themost common mode of multi-screening
- 38. Context and mindstatus determines the device we use and the experience we seek.
- 39. Televisionis not longerthe full-attention media it used to be
- 40.
- 41. Smartphone Are the backboneof our daily media interactions, the most common companion in all simultaneous multi-screening behaviour.
- 42. tablet Is the devicemost focused on entertainment activities and content, and is primarily used at home
- 44. 3 modes ofmulti-screening Sequentially moves from one device to another at different times to accomplish a task Simultaneously when using more than one device at the same time Separately using more than one device at the same time (simultaneously), but for separated unrelated activities
- 45. 3 APPROACHES OF MULTISCREEN
- 50. Two key principlesof consistent design are: Offering the same experience across various devices, porting the same content and core features in a like manner . Using informed visual changes and subtle functional adjust- ments to accommodate the different devices’ screen sizes, form factor, and interaction model (not identical experiences) .
- 57. Different devices, eachwith its own distinct role, work together collaboratively (and usually simultaneously) to construct the whole experience
- 66.
- 68. with people constantlymoving between devices, it is important for marketers to reach their audience across all platforms. Brand experiences should be consistent, allowing for people to begin an activity on one device and finish on another.
- 70. simplify the experienceon each device, and provide an overall connected experience that is greater than its parts
- 73. 33% of TVviewers looking up product information online after watching a TV ad
- 75. RIGHT CONTENT • Whatdevice is used, and when, in the day • The order of devices in the classic purchase funnel • Which devices we use to access key content platforms • How long we spend on each device and what we look at on them.
- 76. While it isclearly critical to get the experience right for each device, the most important element is actually removing the constraints created by this kind of strategy and centering it on the customer once again
- 77. Start with theuser: personas
- 78. Personas: specific archetypesof people in the target audience. The attributes identified across the group are collected to give birth to a single entity that represents these users. A persona has a descriptive name and is meant to be thought of like someone that actually exists. They are generally a composite of people that do exist.
- 82. understand whenand wherethey interact withwhich particular devices in their daily lives.
- 83. Do I havecontent to suit each of the personas that make up our customer base? Have we thought of ideas for every content type relevant to our audience and brand (e.g. ebooks, infographics, articles)? Do we have ideas that will suit mobile, tablet, and desktop needs? Have we got a plan for the long tail based on what people are searching for? Do we know what evergreen content we need and how often we will revisit and improve it? Is our educational content designed for all Learning Types (e.g. kinetic, auditory, etc.)? Does your content and story translate to other platforms? For example, games, with good content or stories, can deliver more engagement.
- 84.
- 85.
- 87.
- 88. Choisir un thème Identifierun persona cible Définir un scénario d’usage basé sur le multi device Définir les types d’usage et les fonctionnalités de chaque device Quelques idées marketing selon le scénario Identifier la concurrence Quelle est la valeur ajouté de votre offre vs concurrence