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THE INTERNET IN YOUR PANTS TROUSERS
Architecture and strategy for your mobile content

alberta soranzo | @albertatrebla

image: flickr.com/photos/gregoryjordan

the internet in your pants trousers
REMEMBER THE INTERNET?

image: wtfjeans.com

the internet in your pants trousers
THE INTERNET IS IN YOUR PANTS

image: wtfjeans.com

the internet in your pants trousers
WHAT IS MOBILE?

image: huffingtonpost.com (Alamy)

the internet in your pants trousers
MOBILE USAGE STATISTICS

• 86% of mobile internet users use their device while
watching TV. 

• By 2014, mobile internet usage will overtake desktop
internet usage. 

• Adults spend more time on mobile media than they do
on newspapers and magazines combined.  

source: pocketyourshop.wordpress.com

the internet in your pants trousers
MOBILE ONLY PAGEVIEWS

the internet in your pants trousers
WHAT IS MOBILE?

image: flickr.com/photos/guidedbycthulhu

the internet in your pants trousers
MOBILE WEB STATISTICS
•

99% of smartphone owners use their mobile browser at least
once a day. 

•

46% of consumers will NOT return to a mobile site that is not
working properly. 

•

39% of business do nothing to make site mobile-ready.

•

74% of consumers will wait 5 seconds for a web page to load
on their mobile device before abandoning the site.

•

18% of all web traffic in the U.S. is mobile traffic. That number
skyrockets to 24% in Africa, and 30% in Asia. This is up 192.5%
since 2011.
source: pocketyourshop.wordpress.com

the internet in your pants trousers
MOBILE ONLY USERS

source: mobithinking.com

the internet in your pants trousers
MOBILE SEARCH STATISTICS

• 95% of mobile users use their devices for local search. 
• 52% of all local searches are done from a mobile
device. 

• 9 out of 10 mobile phone searches result in a purchase
or visit. 

• 3 out of every 5 searches are conducted on a mobile
device. 

source: pocketyourshop.wordpress.com

the internet in your pants trousers
DIRECTV

the internet in your pants trousers
DIRECTV

the internet in your pants trousers
DO YOU HAVE A WEBSITE?

“You need to get your content onto mobile
devices. Period.”
— Karen McGrane

the internet in your pants trousers
WHO DECIDES WHAT MATTERS?

image: flickr.com/photos/d_space

the internet in your pants trousers
MOBILE IS SOCIAL

image: flickr.com/photos/strandloper/

the internet in your pants trousers
MOBILE ONLY FACEBOOK

source: allfacebook.com

the internet in your pants trousers
HOW WE USE THE INTERNET

“If people want to do something on the
internet, they will want to do it using their
mobile device. Period.”
— Karen McGrane

the internet in your pants trousers
WHAT ABOUT CONTEXT?

image: flickr.com/photos/kattebelletje/

the internet in your pants trousers
WHAT ABOUT CONTEXT?

image: flickr.com/photos/piblet

the internet in your pants trousers
ONE SITE

the internet in your pants trousers
MANY DEVICES

the internet in your pants trousers
THERE IS NO SUCH A THING AS
MOBILE IA
image: flickr.com/photos/cannedtuna

the internet in your pants trousers
WHAT IS IA?

The structural design of shared information environments.

source: en.wikipedia.org/wiki/Information_architecture

the internet in your pants trousers
CROSS-CHANNEL IA BLUEPRINT

image: tylertate.com/blog/2012/02/21/cross-channel-ia-blueprint.html

the internet in your pants trousers
TOUCHPOINTS MATRIX

image: journalofia.org/volume1/issue1/02-brugnoli/jofia-0101-02-brugnoli.pdf

the internet in your pants trousers
WHAT DOES IA DO?

IA interprets information and expresses distinctions
between signs and systems of signs and involves the
categorization of information into a coherent structure.

source: en.wikipedia.org/wiki/Information_architecture

the internet in your pants trousers
DESKTOP

the internet in your pants trousers
TABLET

the internet in your pants trousers
MOBILE

the internet in your pants trousers
WAYFINDING

STRUCTURE AS DESIGN PATTERNS

image: Android Design Patterns

the internet in your pants trousers
MOBILE PATTERNS - HYERARCHY

source: uxbooth.com

the internet in your pants trousers
MOBILE PATTERNS - HYERARCHY

the internet in your pants trousers
MOBILE PATTERNS - HUB & SPOKE

source: uxbooth.com

the internet in your pants trousers
MOBILE PATTERNS - HUB & SPOKE

the internet in your pants trousers
MOBILE PATTERNS - NESTED DOLL

source: uxbooth.com

the internet in your pants trousers
MOBILE PATTERNS - NESTED DOLL

the internet in your pants trousers
MOBILE PATTERNS - TABBED VIEW

source: uxbooth.com

the internet in your pants trousers
MOBILE PATTERNS - TABBED VIEW

the internet in your pants trousers
MOBILE PATTERNS - BENTO BOX

source: uxbooth.com

the internet in your pants trousers
MOBILE PATTERNS - BENTO BOX

the internet in your pants trousers
MOBILE PATTERNS - FILTERED VIEW

source: uxbooth.com

the internet in your pants trousers
MOBILE PATTERNS - FILTERED VIEW

Filter

the internet in your pants trousers

Filter
SENSEMAKING

MANAGING INFORMATION TO CREATE MEANING

image: flickr.com/photos/10ch

the internet in your pants trousers
CONTENT = INFORMATION

“Typically information foraging must be
analysed as decision making under uncertainty”
— Peter Pirolli

the internet in your pants trousers
CONTENT = INFORMATION

“A strong information layer is the key to crosschannel success”
— Andrea Resmini and Luca Rosati

the internet in your pants trousers
WAYFINDING FOR SENSEMAKING

the internet in your pants trousers
PROGRESSIVE DISCLOSURE

the internet in your pants trousers
THERE IS NO SUCH A THING AS
MOBILE CONTENT STRATEGY
image: abookapart.com

the internet in your pants trousers
THE CHALLENGE

the internet in your pants trousers
ADAPTIVE CONTENT

•
•
•
•
•

Reusable
Strong structure
Independent of presentation layer
Metadata
Content Management System (CMS)

the internet in your pants trousers
ADAPTIVE CONTENT

the internet in your pants trousers
REUSABLE CONTENT

the internet in your pants trousers
CONTENT MODEL

the internet in your pants trousers
STRUCTURED CONTENT
Variable Label
CHIS Data Source(s)

Age Groups

Levels
Year
Description

Restrictions
the internet in your pants trousers
STRUCTURED CONTENT
GLOBAL NAVIGATION AND SERVICE LINKS

SEARCH

LOGO AND SLOGAN

MAIN NAVIGATION

SLIDE TITLE (10 WORDS MAX)

FEATURED PRODUCT 1
(3 WORDS MAX)

CAROUSEL PHOTO
FEATURED PRODUCT 2
(3 WORDS MAX)

PUB SEARCH

SLIDE TEASER (50 WORDS MAX)

ASK THE EXPERT
(100 WORDS MAX)

HEALTH CARE REFORM
(100 WORDS MAX)

PROGRAM 1
(50 WORDS MAX)

PROGRAM 2
(50 WORDS MAX)

PROGRAM 2
(50 WORDS MAX)

PROGRAM 1
(50 WORDS MAX)

the internet in your pants trousers

TOPIC CENTER
(10 LINKS x 4 WORDS MAX)

PROGRAM 2
(50 WORDS MAX)

SPOTLIGHT
(100 WORDS MAX)

PROGRAM 2
(50 WORDS MAX)

NEWS
(5 LINKS x 10 WORDS MAX)

NEWSLETTER
SIGNUP
STRUCTURED CONTENT

GLOBAL NAVIGATION AND SERVICE LINKS

SEARCH

SLIDE TITLE (10 WORDS MAX)

NAV

CAROUSEL PHOTO

SEARCH (SITE AND PUBS)

CAROUSEL
PHOTO
THUMB

SLIDE TEASER SHORT
(10 WORDS MAX)

SLIDE TEASER (50 WORDS MAX)
FEATURED PRODUCT 1
(3 WORDS MAX)
FEATURED PRODUCT 1
(3 WORDS MAX)

PUB SEARCH
FEATURED PRODUCT 2
(3 WORDS MAX)

FEATURED PRODUCT 2
(3 WORDS MAX)
TOPIC CENTER
(10 LINKS x 4 WORDS MAX)
NEWS
(5 LINKS x 10
WORDS MAX)
NEWS
(5 LINKS x 10 WORDS MAX)
NEWSLETTER
SIGNUP

the internet in your pants trousers

TOPIC CENTER
(5 LINKS x 4 WORDS
MAX)
THE INTERNET IN YOUR PANTS

image: techpinions.com

the internet in your pants trousers
THE FUTURE WAS YESTERDAY

the internet in your pants trousers
THE FUTURE IS YESTERDAY

image: slashgear.com

the internet in your pants trousers
BTW

image: flickr.com/photos/gregoryjordan

the internet in your pants trousers
STEPHEN HAY

the internet in your pants trousers
thank you
@albertatrebla
albertasoranzo@gmail.com
UCLA Center for Health Policy Research

Illustration: Dan Willis

the internet in your pants trousers
RESOURCES
Content Strategy for Mobile
Karen McGrane
A Book Apart, 2011
Pervasive Information Architecture
Andrea Resmini, Luca Rosati
Morgan Kaufman, 2012
Android Design Patterns
Greg Nudelman
Wiley, 2013
Information Foraging Theory: Adaptive Interaction with Information
Peter Tirolli
Oxford University Press (USA), 2009
Sense-making in Cross-channel Design.
Fisher, J., Norris, S., & E. Buie (2012).
Journal of Information Architecture. Vol. 4, No. 1-2.
journalofia.org/volume4/issue2/02-fisher/
How Netflix Reverse Engineered Hollywood
Alexis Madrigal - The Atlantic
theatlantic.com/technology/archive/2014/01/how-netflix-reverse-engineered-hollywood/282679/
the internet in your pants trousers

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The internet in your pants

  • 1. THE INTERNET IN YOUR PANTS TROUSERS Architecture and strategy for your mobile content alberta soranzo | @albertatrebla image: flickr.com/photos/gregoryjordan the internet in your pants trousers
  • 2. REMEMBER THE INTERNET? image: wtfjeans.com the internet in your pants trousers
  • 3. THE INTERNET IS IN YOUR PANTS image: wtfjeans.com the internet in your pants trousers
  • 4. WHAT IS MOBILE? image: huffingtonpost.com (Alamy) the internet in your pants trousers
  • 5. MOBILE USAGE STATISTICS • 86% of mobile internet users use their device while watching TV.  • By 2014, mobile internet usage will overtake desktop internet usage.  • Adults spend more time on mobile media than they do on newspapers and magazines combined.   source: pocketyourshop.wordpress.com the internet in your pants trousers
  • 6. MOBILE ONLY PAGEVIEWS the internet in your pants trousers
  • 7. WHAT IS MOBILE? image: flickr.com/photos/guidedbycthulhu the internet in your pants trousers
  • 8. MOBILE WEB STATISTICS • 99% of smartphone owners use their mobile browser at least once a day.  • 46% of consumers will NOT return to a mobile site that is not working properly.  • 39% of business do nothing to make site mobile-ready. • 74% of consumers will wait 5 seconds for a web page to load on their mobile device before abandoning the site. • 18% of all web traffic in the U.S. is mobile traffic. That number skyrockets to 24% in Africa, and 30% in Asia. This is up 192.5% since 2011. source: pocketyourshop.wordpress.com the internet in your pants trousers
  • 9. MOBILE ONLY USERS source: mobithinking.com the internet in your pants trousers
  • 10. MOBILE SEARCH STATISTICS • 95% of mobile users use their devices for local search.  • 52% of all local searches are done from a mobile device.  • 9 out of 10 mobile phone searches result in a purchase or visit.  • 3 out of every 5 searches are conducted on a mobile device.  source: pocketyourshop.wordpress.com the internet in your pants trousers
  • 11. DIRECTV the internet in your pants trousers
  • 12. DIRECTV the internet in your pants trousers
  • 13. DO YOU HAVE A WEBSITE? “You need to get your content onto mobile devices. Period.” — Karen McGrane the internet in your pants trousers
  • 14. WHO DECIDES WHAT MATTERS? image: flickr.com/photos/d_space the internet in your pants trousers
  • 15. MOBILE IS SOCIAL image: flickr.com/photos/strandloper/ the internet in your pants trousers
  • 16. MOBILE ONLY FACEBOOK source: allfacebook.com the internet in your pants trousers
  • 17. HOW WE USE THE INTERNET “If people want to do something on the internet, they will want to do it using their mobile device. Period.” — Karen McGrane the internet in your pants trousers
  • 18. WHAT ABOUT CONTEXT? image: flickr.com/photos/kattebelletje/ the internet in your pants trousers
  • 19. WHAT ABOUT CONTEXT? image: flickr.com/photos/piblet the internet in your pants trousers
  • 20. ONE SITE the internet in your pants trousers
  • 21. MANY DEVICES the internet in your pants trousers
  • 22. THERE IS NO SUCH A THING AS MOBILE IA image: flickr.com/photos/cannedtuna the internet in your pants trousers
  • 23. WHAT IS IA? The structural design of shared information environments. source: en.wikipedia.org/wiki/Information_architecture the internet in your pants trousers
  • 24. CROSS-CHANNEL IA BLUEPRINT image: tylertate.com/blog/2012/02/21/cross-channel-ia-blueprint.html the internet in your pants trousers
  • 26. WHAT DOES IA DO? IA interprets information and expresses distinctions between signs and systems of signs and involves the categorization of information into a coherent structure. source: en.wikipedia.org/wiki/Information_architecture the internet in your pants trousers
  • 27. DESKTOP the internet in your pants trousers
  • 28. TABLET the internet in your pants trousers
  • 29. MOBILE the internet in your pants trousers
  • 30. WAYFINDING STRUCTURE AS DESIGN PATTERNS image: Android Design Patterns the internet in your pants trousers
  • 31. MOBILE PATTERNS - HYERARCHY source: uxbooth.com the internet in your pants trousers
  • 32. MOBILE PATTERNS - HYERARCHY the internet in your pants trousers
  • 33. MOBILE PATTERNS - HUB & SPOKE source: uxbooth.com the internet in your pants trousers
  • 34. MOBILE PATTERNS - HUB & SPOKE the internet in your pants trousers
  • 35. MOBILE PATTERNS - NESTED DOLL source: uxbooth.com the internet in your pants trousers
  • 36. MOBILE PATTERNS - NESTED DOLL the internet in your pants trousers
  • 37. MOBILE PATTERNS - TABBED VIEW source: uxbooth.com the internet in your pants trousers
  • 38. MOBILE PATTERNS - TABBED VIEW the internet in your pants trousers
  • 39. MOBILE PATTERNS - BENTO BOX source: uxbooth.com the internet in your pants trousers
  • 40. MOBILE PATTERNS - BENTO BOX the internet in your pants trousers
  • 41. MOBILE PATTERNS - FILTERED VIEW source: uxbooth.com the internet in your pants trousers
  • 42. MOBILE PATTERNS - FILTERED VIEW Filter the internet in your pants trousers Filter
  • 43. SENSEMAKING MANAGING INFORMATION TO CREATE MEANING image: flickr.com/photos/10ch the internet in your pants trousers
  • 44. CONTENT = INFORMATION “Typically information foraging must be analysed as decision making under uncertainty” — Peter Pirolli the internet in your pants trousers
  • 45. CONTENT = INFORMATION “A strong information layer is the key to crosschannel success” — Andrea Resmini and Luca Rosati the internet in your pants trousers
  • 46. WAYFINDING FOR SENSEMAKING the internet in your pants trousers
  • 47. PROGRESSIVE DISCLOSURE the internet in your pants trousers
  • 48. THERE IS NO SUCH A THING AS MOBILE CONTENT STRATEGY image: abookapart.com the internet in your pants trousers
  • 49. THE CHALLENGE the internet in your pants trousers
  • 50. ADAPTIVE CONTENT • • • • • Reusable Strong structure Independent of presentation layer Metadata Content Management System (CMS) the internet in your pants trousers
  • 51. ADAPTIVE CONTENT the internet in your pants trousers
  • 52. REUSABLE CONTENT the internet in your pants trousers
  • 53. CONTENT MODEL the internet in your pants trousers
  • 54. STRUCTURED CONTENT Variable Label CHIS Data Source(s) Age Groups Levels Year Description Restrictions the internet in your pants trousers
  • 55. STRUCTURED CONTENT GLOBAL NAVIGATION AND SERVICE LINKS SEARCH LOGO AND SLOGAN MAIN NAVIGATION SLIDE TITLE (10 WORDS MAX) FEATURED PRODUCT 1 (3 WORDS MAX) CAROUSEL PHOTO FEATURED PRODUCT 2 (3 WORDS MAX) PUB SEARCH SLIDE TEASER (50 WORDS MAX) ASK THE EXPERT (100 WORDS MAX) HEALTH CARE REFORM (100 WORDS MAX) PROGRAM 1 (50 WORDS MAX) PROGRAM 2 (50 WORDS MAX) PROGRAM 2 (50 WORDS MAX) PROGRAM 1 (50 WORDS MAX) the internet in your pants trousers TOPIC CENTER (10 LINKS x 4 WORDS MAX) PROGRAM 2 (50 WORDS MAX) SPOTLIGHT (100 WORDS MAX) PROGRAM 2 (50 WORDS MAX) NEWS (5 LINKS x 10 WORDS MAX) NEWSLETTER SIGNUP
  • 56. STRUCTURED CONTENT GLOBAL NAVIGATION AND SERVICE LINKS SEARCH SLIDE TITLE (10 WORDS MAX) NAV CAROUSEL PHOTO SEARCH (SITE AND PUBS) CAROUSEL PHOTO THUMB SLIDE TEASER SHORT (10 WORDS MAX) SLIDE TEASER (50 WORDS MAX) FEATURED PRODUCT 1 (3 WORDS MAX) FEATURED PRODUCT 1 (3 WORDS MAX) PUB SEARCH FEATURED PRODUCT 2 (3 WORDS MAX) FEATURED PRODUCT 2 (3 WORDS MAX) TOPIC CENTER (10 LINKS x 4 WORDS MAX) NEWS (5 LINKS x 10 WORDS MAX) NEWS (5 LINKS x 10 WORDS MAX) NEWSLETTER SIGNUP the internet in your pants trousers TOPIC CENTER (5 LINKS x 4 WORDS MAX)
  • 57. THE INTERNET IN YOUR PANTS image: techpinions.com the internet in your pants trousers
  • 58. THE FUTURE WAS YESTERDAY the internet in your pants trousers
  • 59. THE FUTURE IS YESTERDAY image: slashgear.com the internet in your pants trousers
  • 61. STEPHEN HAY the internet in your pants trousers
  • 62. thank you @albertatrebla albertasoranzo@gmail.com UCLA Center for Health Policy Research Illustration: Dan Willis the internet in your pants trousers
  • 63. RESOURCES Content Strategy for Mobile Karen McGrane A Book Apart, 2011 Pervasive Information Architecture Andrea Resmini, Luca Rosati Morgan Kaufman, 2012 Android Design Patterns Greg Nudelman Wiley, 2013 Information Foraging Theory: Adaptive Interaction with Information Peter Tirolli Oxford University Press (USA), 2009 Sense-making in Cross-channel Design. Fisher, J., Norris, S., & E. Buie (2012). Journal of Information Architecture. Vol. 4, No. 1-2. journalofia.org/volume4/issue2/02-fisher/ How Netflix Reverse Engineered Hollywood Alexis Madrigal - The Atlantic theatlantic.com/technology/archive/2014/01/how-netflix-reverse-engineered-hollywood/282679/ the internet in your pants trousers