*Updated version—delivered as in-agency talk on 9/24 in Bristol, UK* Information architecture and content strategy are the foundation of any website but, when it comes to mobile, they can literally mean the life or death of a product. The truth is that even the best-designed and well-engineered mobile products can still fail if their IA is not sound, and that’s because mobile information architecture doesn’t only define the structure of content, but also determines how users will interact with it. And speaking of content, do you know what content should go on your mobile sites and apps? Are your users finding what they came for? In this talk we will take a look at the thought process that drives mobile content strategy, the specific challenges and opportunities of the mobile space and how information architecture and content strategy contribute to the creation of outstanding mobile experiences.

1. THE WEB YOU WERE USED TO IS GONE
Architecture and strategy for your mobile content
alberta soranzo | @albertatrebla
image: flickr.com/photos/gregoryjordan
the web you were used to is gone
@albertatrebla

2. REMEMBER THE INTERNET?
image: wtfjeans.com
the web you were used to is gone
@albertatrebla

3. THE INTERNET IS IN YOUR PANTS
image: wtfjeans.com
the web you were used to is gone
@albertatrebla

4. WHAT IS MOBILE?
image: huffingtonpost.com (Alamy)
the web you were used to is gone
@albertatrebla

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 web you were used to is gone
@albertatrebla

6. MOBILE ONLY PAGEVIEWS
the web you were used to is gone
@albertatrebla

7. WHAT IS MOBILE?
image: flickr.com/photos/guidedbycthulhu
the web you were used to is gone
@albertatrebla

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 web you were used to is gone
@albertatrebla

9. MOBILE ONLY USERS
source: mobithinking.com
the web you were used to is gone
@albertatrebla

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 web you were used to is gone
@albertatrebla

11. DIRECTV
the web you were used to is gone
@albertatrebla

12. DIRECTV
the web you were used to is gone
@albertatrebla

13. DO YOU HAVE A WEBSITE?
“You need to get your content onto mobile
devices. Period.”
— Karen McGrane
the web you were used to is gone
@albertatrebla

14. WHO DECIDES WHAT MATTERS?
image: flickr.com/photos/d_space
the web you were used to is gone
@albertatrebla

15. MOBILE IS SOCIAL
image: flickr.com/photos/strandloper/
the web you were used to is gone
@albertatrebla

16. MOBILE ONLY FACEBOOK
source: allfacebook.com
the web you were used to is gone
@albertatrebla

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 web you were used to is gone
@albertatrebla

18. WHAT ABOUT CONTEXT?
image: flickr.com/photos/kattebelletje/
the web you were used to is gone
@albertatrebla

19. WHAT ABOUT CONTEXT?
image: flickr.com/photos/piblet
the web you were used to is gone
@albertatrebla

20. ONE SITE
the web you were used to is gone
@albertatrebla

21. MANY DEVICES
the web you were used to is gone
@albertatrebla

22. THERE IS NO SUCH A THING AS
MOBILE IA
image: flickr.com/photos/cannedtuna
the web you were used to is gone
@albertatrebla

23. WHAT IS IA?
The structural design of shared information environments.
source: en.wikipedia.org/wiki/Information_architecture
the web you were used to is gone
@albertatrebla

24. CROSS-CHANNEL IA BLUEPRINT
image: tylertate.com/blog/2012/02/21/cross-channel-ia-blueprint.html
the web you were used to is gone
@albertatrebla

25. TOUCHPOINTS MATRIX
image: journalofia.org/volume1/issue1/02-brugnoli/jofia-0101-02-brugnoli.pdf
the web you were used to is gone
@albertatrebla

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 web you were used to is gone
@albertatrebla

27. DESKTOP
the web you were used to is gone
@albertatrebla

28. TABLET
the web you were used to is gone
@albertatrebla

29. MOBILE
the web you were used to is gone
@albertatrebla

30. WAYFINDING
STRUCTURE AS DESIGN PATTERNS
image: Android Design Patterns
the web you were used to is gone
@albertatrebla

31. MOBILE PATTERNS - HYERARCHY
source: uxbooth.com
the web you were used to is gone
@albertatrebla

32. MOBILE PATTERNS - HYERARCHY
the web you were used to is gone
@albertatrebla

33. MOBILE PATTERNS - HUB & SPOKE
source: uxbooth.com
the web you were used to is gone
@albertatrebla

34. MOBILE PATTERNS - HUB & SPOKE
the web you were used to is gone
@albertatrebla

35. MOBILE PATTERNS - NESTED DOLL
source: uxbooth.com
the web you were used to is gone
@albertatrebla

36. MOBILE PATTERNS - NESTED DOLL
the web you were used to is gone
@albertatrebla

37. MOBILE PATTERNS - TABBED VIEW
source: uxbooth.com
the web you were used to is gone
@albertatrebla

38. MOBILE PATTERNS - TABBED VIEW
the web you were used to is gone
@albertatrebla

39. MOBILE PATTERNS - BENTO BOX
source: uxbooth.com
the web you were used to is gone
@albertatrebla

40. MOBILE PATTERNS - BENTO BOX
the web you were used to is gone
@albertatrebla

41. MOBILE PATTERNS - FILTERED VIEW
source: uxbooth.com
the web you were used to is gone
@albertatrebla

42. MOBILE PATTERNS - FILTERED VIEW
Filter
the web you were used to is gone
Filter
@albertatrebla

43. SENSEMAKING
MANAGING INFORMATION TO CREATE MEANING
image: flickr.com/photos/10ch
the web you were used to is gone
@albertatrebla

44. CONTENT = INFORMATION
“Typically information foraging must be
analysed as decision making under uncertainty”
— Peter Pirolli
the web you were used to is gone
@albertatrebla

45. CONTENT = INFORMATION
“A strong information layer is the key to crosschannel success”
— Andrea Resmini and Luca Rosati
the web you were used to is gone
@albertatrebla

46. WAYFINDING FOR SENSEMAKING
the web you were used to is gone
@albertatrebla

47. THERE IS NO SUCH A THING AS
MOBILE CONTENT STRATEGY
image: abookapart.com
the web you were used to is gone
@albertatrebla

48. THE CHALLENGE
the web you were used to is gone
@albertatrebla

49. ADAPTIVE CONTENT
•
•
•
•
•
Reusable
Strong structure
Independent of presentation layer
Metadata
Content Management System (CMS)
the web you were used to is gone
@albertatrebla

50. ADAPTIVE CONTENT
the web you were used to is gone
@albertatrebla

51. REUSABLE CONTENT
the web you were used to is gone
@albertatrebla

52. STRUCTURED CONTENT
the web you were used to is gone
@albertatrebla

53. 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 web you were used to is gone
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
@albertatrebla

54. 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 web you were used to is gone
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
@albertatrebla

55. 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)
TOPIC CENTER
(5 LINKS x 4 WORDS
MAX)
NEWS
(5 LINKS x 10 WORDS MAX)
NEWSLETTER
SIGNUP
the web you were used to is gone
@albertatrebla

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)
TOPIC CENTER
(5 LINKS x 4 WORDS
MAX)
NEWS
(5 LINKS x 10 WORDS MAX)
NEWSLETTER
SIGNUP
the web you were used to is gone
@albertatrebla

57. 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)
TOPIC CENTER
(5 LINKS x 4 WORDS
MAX)
NEWS
(5 LINKS x 10 WORDS MAX)
NEWSLETTER
SIGNUP
the web you were used to is gone
@albertatrebla

58. 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)
TOPIC CENTER
(5 LINKS x 4 WORDS
MAX)
NEWS
(5 LINKS x 10 WORDS MAX)
NEWSLETTER
SIGNUP
the web you were used to is gone
@albertatrebla

59. METADATA
image: http://dev.npr.org/#station-finder-api-examples
the web you were used to is gone
@albertatrebla

60. PROGRESSIVE DISCLOSURE
the web you were used to is gone
@albertatrebla

61. THE INTERNET IN YOUR PANTS
image: techpinions.com
the web you were used to is gone
@albertatrebla

62. THE FUTURE WAS YESTERDAY
the web you were used to is gone
@albertatrebla

63. THE FUTURE IS YESTERDAY
image: slashgear.com
the web you were used to is gone
@albertatrebla

64. BTW
image: flickr.com/photos/gregoryjordan
the web you were used to is gone
@albertatrebla

65. STEPHEN HAY
the web you were used to is gone
@albertatrebla

66. thank you.
@albertatrebla
albertasoranzo@gmail.com
albertasoranzo.com
Illustration: Dan Willis
the web you were used to is gone
@albertatrebla

67. 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
Fisher, J., Norris, S., & E. Buie (2012).
Sense-making in Cross-channel Design.
Journal of Information Architecture. Vol. 4, No. 1-2.
journalofia.org/volume4/issue2/02-fisher/
the web you were used to is gone
@albertatrebla