Why "mobile first" isn't enough - Developing a better user experience
"Mobile first," is a concept that serves us well as a design tool, putting constraints on our messaging, layout, etc. But to use "mobile first" as a complete mobile strategy can lead to some dangerous lines of thought.
There's a bigger picture that needs to be seen, and it's what we've always done when developing experiences for the web. We need to put the "Experience First." Then we can think about "mobile", "desktop", "lean-back", and whatever other technologies are released in the next several years. It's not about devices, it's about users and experiences.
Presentation first given at BarCamp Nashville in October of 2011.
Why “Mobile First”? rnet Usage* InteHeavy mobile data users are projectedto triple to one billion by 2013.Mobile internet adoption has outpaceddesktop internet adoption by eight times.Smartphone sales will surpassworldwide PC sales by the end of 2011.Over half of Android and iPhone usersspend more than 30 minutes per dayusing mobile applications. Desktop Mobile *chart not “scientificallyLuke Wroblewski - http://www.lukew.com/ff/entry.asp?933 accurate”
“Mobile forces you to focus”Luke Wroblewski - http://www.lukew.com/ff/entry.asp?933
“Mobile extends your capabilities” GPS, i has teh Accelerometer, Compass, Cheese interwebz GraterLuke Wroblewski - http://www.lukew.com/ff/entry.asp?933
*click*, I mean *tap* -This is not the iPhoneI’m looking for...
Separate “mobile” and“desktop” sites make iteasy for content to get outof sync. Not to mention the missed sales opportunities...
Welcoming to prospectivecustomers.Prominent log in for existingcustomers.Allows users to transition fromdirect mail marketing to aconversion on the site.
Assumes I’m already a member.Offers me an option to find abranch / ATM location.Gives me an option todownload a native app for myphone.
Mobile DesktopAssumes I’m already a Welcoming tomember. prospective customers.Offers me an option Prominent log in forto find a branch / ATM existing customers.location.Gives me an option to Allows users to transitiondownload a native app from direct mail marketingfor my phone. to a conversion on the site.
Mobile DesktopWe wouldn’t do this in a bricks and mortar store.
Let’s play a game!Let’s make a purchase on Walmart’smobile site. Imagine you’re the one goingthrough this experience, and raise yourhand if at any point you would abandonthe process.
Raise your hand if you would abandon the process.DemoVideo
“The study by e-commerce agency Screen Pages lookedat more than 1.5m visitors to 30 non-optimisedwebsites, and found that conversion rates were anaverage of 41% lower on mobile.” http://econsultancy.com/us/blog/8096-mobile-accounts-for-10-of-e- commerce-visits-but-converts-at-half-the-rate
25% conversion 15% conversion vs. http://econsultancy.com/us/blog/8096-mobile-accounts-for-10-of-e- commerce-visits-but-converts-at-half-the-rate
Talking about this.Jared Spool - Anatomy of a design decision - http://vimeo.com/20881152
Unintentional Design Jared Spool - Anatomy of a design decision - http://vimeo.com/20881152
Self Design Jared Spool - Anatomy of a design decision - http://vimeo.com/20881152
Genius Design I’m the expert. Jared Spool - Anatomy of a design decision - http://vimeo.com/20881152
Activity Focused Design Jared Spool - Anatomy of a design decision - http://vimeo.com/20881152
Activity Focused Design Research & categorize users. Build the features they want. sound familiar? Jared Spool - Anatomy of a design decision - http://vimeo.com/20881152
Experience Focused Design“Experience focused design looks atdiscrete activities and all of the thingsthat happen in between those discreteactivities.” - Jared Spool Jared Spool - Anatomy of a design decision - http://vimeo.com/20881152
We’re back here now.Jared Spool - Anatomy of a design decision - http://vimeo.com/20881152
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Leads to user context stereotypes.“Experience First”Leads to context-aware dynamic experiences.
Cater to actual user context. Where are they? Home, work, in your store?Are they relaxed or in a hurry? How long are they spending on each page? What types of content are they viewing? Note: these have nothing to do with device.
Yields incomplete experiences.“Experience First”Delivers the complete experience