Getting Going with Mobile

(What Your Users Really Want!)
Chris Wolz / Nam-ho Park
Forum One Communications
Introductions
Mobile Overview
Case Studies
Mobile Strategy
Let’s get to know each other
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h"p://www.charitywater.org
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Seoul
London
NYC
DC
Sea1le
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Hanoi
Yay!
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Forum One Communications
http://www.forumone.com
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Staff
Founded
Experience
Expertise
60 staff in DC, Seattle, San Francisco
1996 by 3 policy analysts and web
enthusiasts
More than 1,500 projects for more than
500 clients
Web strategy, User Experience, Open
Source Development, Mobile, Support
and Growth
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Who are you?

Why are you here?

What do you want to get out of this
workshop?

What is the burning question you want
answered?
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What do you hope to get out of the session?
“I want to better understand
differences between mobile and
web, and how best to choose the
right applications.”
“What are the key considerations
and questions to ask at the
beginning of a mobile initiative/
campaign.”
“An understanding
of trends in mobile
content design.”
“What's current, how to do things better”
“Justification for
moving forward with
a mobile strategy.”
“Fuller understanding
of current mobile
habits and strategies
and a few action
items.”
Questionnaire Results
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What areas of are you most interested in?
“Responsive considerations
across OS platforms.”
“MMS, varying platforms for
mobile marketing.”
“What's hot and what's up and coming”
“Responsive web design.”
Questionnaire Results
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Introductions
Mobile Overview
Case Studies
Mobile Strategy
The mobile landscape in a nutshell
Mobile Overview
Why should you care?
Mobile by numbers
Mobile devices & contexts
Mobile approaches
Photo: http://www.prospectmagazine.co.uk/2009/11/diary-5/
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Photo:: http://www.kylebean.co.uk/portfolio/#mobileevolution
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Photo: Nam So-Yoen, Allmynews.com 16
Photo: http://www.boston.com/bigpicture/2011/11/egypt_erupts_with_fresh_protes.html 17
"There is no need for
any individual to own
a computer in his home"
- Ken Olsen, CEO of Digital Equipment Corporation
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Seen your email traffic lately?
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Mobile internet usage trend
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“Mostly-mobile” internet users

Non-whites: Among those who use their phone to
go online, six in ten Hispanics and 43% of African-
Americans are cell-mostly internet users, compared
with 27% of whites. 

Young adults: Half of cell internet users ages 18-29
mostly use their cell phone to go online. 

The less-educated: Some 45% of cell internet
users with a high school diploma or less mostly use
their phone to go online, compared with 21% of
those with a college degree.

The less-affluent: Similarly, 45% of cell internet
users living in households with an annual income of
less than $30,000 mostly use their phone to go
online, compared with 27% of those living in
households with an annual income of $75,000 or
more.
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Photo: Chris Wolz
Sustained engagement
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Speed of mobile innovation
Photo: fitbit.com
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Mobile Overview
Why should you care?
Mobile by numbers
Mobile devices & contexts
Mobile approaches
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Photo: flickr - slickimages CC BY 2.0
Source: Cisco Global Mobile Data Traffic Forecast Update, 2012–2017
The number of mobile-connected devices will
exceed the world's population in 2013
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Source: Mary Meeker / Morgan Stanley Research. Data and Estimates as of 9/12
Photo: Unknown
Global smartphone + tablet > total PCs
Shipments (2010); Installed base (2013)
27 Photo: Flickr - Ed Yourdon CC BY-NC-SA 2.0
Source: Facebook
819 million monthly active users who used
Facebook mobile products (June 30, 2013)
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Photo: flickr - Ed Yourdon CC BY-NC-SA 2.0
Source: Pew Internet (May 2013)
56% of American adults have a smartphone
34% of American adults own a tablet computer
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60% of US cell owners access internet,
52% send/receive email on their phones
Source: Pew Internet (Sept 2013)
Photo: stringberd (Flickr) 39
This is not a phone.
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Mobile Overview
Why should you care?
Mobile by numbers
Mobile devices & contexts
Mobile approaches
32 Credit: flickr - Xavier Encinas / CC License: BY-NC 39
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iPad
iPhone
Kindle (Paperwhite/e-ink)
Android phone
Windows phone
Other
Microsoft Surface
Kindle Fire
0 1 2 3 4 5 6
Do you have and use any of these devices?
(7 Responses)
Questionnaire Results
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Credit:3flickr363MeganMorris3/3CC3License:3NC6SA
Desktop
“Computers keep us
productive and
informed.”
39
36
Credit:3flickr363Yourdon3/3CC3License:3NC6SA
Smartphone
“Smartphones keep
us connected.”
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37 Credit: flickr - shareski / CC License: NC-SA
Tablet
“Tablets keep us
entertained.”
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Do you have and use any of these devices?
(7 Responses)
Questionnaire Results
33%
67%
Mostly at home
Equally at home and work
Mostly at work
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39
Hardware
Interac+on
Environment
Time2(peak)
User2Focus
Orienta+on
Sensors
Desktop
big$screen
power$supply
consistent$network
keyboard$and$mouse
si5ng$(chair$and$desk)
work$and$home
8am$:$7pm
extended$tasks
mul=:task
fixed
no
Tablet
medium&screen
ba-ery
inconsistent&network
direct&touch
relaxed
home
5pm&8&10pm
short&tasks
single&task
portrait&and&landscape
yes
Smartphone
small%screen
ba+ery
inconsistent%network
direct%touch
on%the%go
home,%idling,%work
all%day
short%tasks
single%task
portrait%and%landscape
yes
We also multi-screen by using more than
one device simultaneously
We use an average of three diferent screen combinations every day
Smartphone & Television
81%
Smartphone & Laptop/PC Laptop/PC & Television
66% 66%
Multi-screen world
New Multiscreen World Study (Google) http://bit.ly/18DGD2w
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Mobile
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Social
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Informational
Mobile Overview
Why should you care?
Mobile by numbers
Mobile devices & contexts
Mobile approaches
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Mobile First
Luke Wrobowski
“When a team designs mobile first, the end result is an
experience focused on the key tasks users want to
accomplish without the extraneous detours and general
interface debris that litter today's desktop-accessed
Web sites. That's good user experience and good for
business.”
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Understanding mobile constraints

Taking advantage of mobile capabilities

Organizing navigation

Prioritizing content

Optimizing for mobile interaction

Mobile inputs & forms

Layout that make sense
Mobile First
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Responsive Design
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Responsive Design
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Responsive Design
39
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Native apps vs. mobile web
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Mobile content strategy

COPE

CAPE
Mobile content strategy
Find example
CONTENT
EMAIL
INTRANET
SOCIAL
MEDIA
MICROSITES
MOBILE
WEB
WEBSITE
PRINT
TABLET
APPS
MOBILE
APPS
BLOGS
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Mobile content strategy
Karen McGrane http://www.slideshare.net/KMcGrane/adapting-ourselves-to-adaptive-content-12133365
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Mobile content strategy
Daniel Jacobson http://blog.programmableweb.com/2009/10/13/cope-create-once-publish-everywhere/
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COPE - Create Once Publish Everywhere
Daniel Jacobson http://blog.programmableweb.com/2009/10/13/cope-create-once-publish-everywhere/
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Mobile content strategy
Daniel Jacobson http://blog.programmableweb.com/2009/10/13/cope-create-once-publish-everywhere/
Discussion
What is driving your interest in mobile?
What are barriers in your organization?
What is driving your current interest in mobile?
“I just know it is becoming more
and more the way people get
information. Want to make sure
we are thinking about it.”
“Despite living in poverty, most of
the [users] we serve use mobile
devices (primarily phones). We
need to understand how best to
reach them through the devices
they use.”
“All other stakeholders,
including donors, are on
mobile devices.”
“It's taking over the world – literally”
“We’ve been watching mobile
traffic to our web traffic
increase. It is the way things are
moving and it is important.”
Questionnaire Results
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What are challenges in your organization
making better use of mobile?
“Cost.”
“Keeping the content up
to date and well curated.”
“No budget.”
“Limited communications staff (me).”
“Limited internal capacity”
“Budget and the approval process.”
“Slow adoption by some users.”
“Small staff.”
Questionnaire Results
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Exercise
Who are your key audiences?
Sketch a typical user scenario
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For Key audience:
1
Storyboard: think motivations, context, information needs
2 3 4
5 6 7 8
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Introductions
Mobile Overview
Case Studies
Mobile Strategy
What are other organizations doing well?
Case Studies
Email on mobile
Responsive design
Mobile websites
Native apps / web apps
Mobile publication
Mobile giving
3rd party services
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Email on mobile
ONE Pew Internet Mobile Gov Blog
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Email on mobile
http://www.nten.org/articles/2012/the-age-of-mobile-email-has-arrived-are-you-ready
Before
After
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Email on mobile
69
Email on mobile
70

Single column

Clear branding / header image

Big text for quick scanning

Images for better click-thrus

Housekeeping in the footer
Email on mobile
Case Studies
Email on mobile
Responsive design
Mobile websites
Native apps / web apps
Mobile publication
Mobile giving
3rd party services
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Responsive Design
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Responsive Design
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Responsive Design
http://www.responsinator.com/
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Responsive Design
http://quirktools.com/screenfly/
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http://bit.ly/uvD115
Responsive Design
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Layout / grid

Navigation / buttons

Homepage

Content prioritization

3rd party applications (flash, video, etc)
Responsive Design
Case Studies
Email on mobile
Responsive design
Mobile websites
Native apps / web apps
Mobile publication
Mobile giving
3rd party services
Mobile websites
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http://m.goodwill.org http://m.concern.net
Mobile websites
http://m.montereybayaquarium.org
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Mobile websites
http://cancer.org
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Mobile websites
http://aarp.org
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Mobile websites
http://npr.org http://m.npr.org
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Line between responsive, mobile web,
native app is blurring

Audience-centric

Use case focus
Mobile websites
Case Studies
Email on mobile
Responsive design
Mobile websites
Native apps / web apps
Mobile publication
Mobile giving
3rd party services
86
App Typology / Goals
One-way push

General info / news

Guides

Awareness / campaigns

Information lookup
Two-way interaction

Donation / fundraising

Citizen engagement

Coordinating /
volunteering
Many-to-many interaction

Issue-focussed
community

Crowdsourced data
gathering / sharing
Stand-alone

Monitoring / tracking

Fun / branding
87
Native apps / web apps
Seattle Art Museum
Gauguin & Polynesia iPhone App
88
Native apps / web apps
Center for Strategic & International Studies
iPhone App
89
Native apps / web apps
The World Bank
The World Development Report iPad App
90
Native apps vs. mobile web
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Native apps vs. mobile web
Native App
• Quick, rich and interactive
• Takes advantage of rich phone
features (camera, GPS,
accelerometers etc)
• Launches immediately - no
internet connection needed
• More investment
• Requires specialized skills -
harder to maintain
• Download to install, update
• Separate versions for each OS
Good for rich interactivity and
security (games, specialized apps)
Mobile Web
• Slower with limited interactivity
• Internet connection needed
• Less interactivity - works
through browser
• Less investment
• Requires web skills - easier to
maintain
• Updates instantly
• One code to for all OS
Good for access to general
information
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Is the goal for the app clearly defined? Who is the
audience? What do you want them to do?

Do I have high value content/service that will benefit
users on the go?

Will audiences see enough value to download the
app and sustain usage and engagement? (Are we
satisfied with short-term usage?)

Do I have a strategy for marketing and delivery of
the app to these users?
Native apps / web apps
Case Studies
Email on mobile
Responsive design
Mobile websites
Native apps / web apps
Mobile publication
Mobile giving
3rd party services
94

Content
Mobile publications
Heifer International
Mobile Magazine
Volkswagen
Annual Report
95
Mobile publications
Case Studies
Email on mobile
Responsive design
Mobile websites
Native apps / web apps
Mobile publication
Mobile giving
3rd party services
97
Mobile giving
98
Mobile giving
Network for Good / Donate Now
99
Mobile giving
PayPal
100
Mobile giving
Case Studies
Email on mobile
Responsive design
Mobile websites
Native apps / web apps
Mobile publication
Mobile giving
3rd party services
102
3rd party services
103
3rd party services
104
3rd party services
Discussion
Mobile web app, native app?
Responsive design?
Mobile emails, mobile pubs?
What is your approach / experience?
Does your organization have...
(4 Responses)
Responsive design
Mobile website
Mobile app
Mobile email
0 1 2 3
Questionnaire Results
106
Understanding of mobile
14%
43%
29%
14%
Mobile First
43%
29%
14%
14%
Responsive Design
29%
14% 43%
14%
Web app vs. Native app
43%
43%
14%
Android vs. iOS
29%
29%
43%
Mobile Content Strategy
1 (unfamiliar)
2
3
4
5 (well-informed)
Questionnaire Results
107
Discussion
What are some innovative uses of mobile
you have seen in this space?
Introductions
Mobile Overview
Case Studies
Mobile Strategy
Crafting a practical mobile strategy
Mobile Strategy
Discovery
User workflow definition
Mobile approach
Roadmap
112
Discovery
Goals
How does mobile align with your mission?
What does success look like?
Audiences
Who are you trying to reach?
How do they interact online / on mobile?
Content
What content is most valuable to the audiences?
How can you optimize your content for multiple
devices / channels delivery?
Comparators
What are industry best practices?
What are best practices in our space?
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Discovery
Audiences
Surveys, interviews
Focus groups
Personas
Content
Content audit, content inventory
Server logs
Content strategy for mobile
Comparators
Email templates
Responsive design
Innovative apps
Mobile Strategy
Discovery
User scenario
Mobile approach
Roadmap
115
For Key audience:
1
Storyboard: think motivations, context, information needs
2 3 4
5 6 7 8
Mobile Strategy
Discovery
User workflow definition
Mobile approach
Roadmap
118

Email on mobile

Responsive design

Mobile websites

Native apps / web apps

Mobile publication

Mobile giving

3rd party services
Mobile Approach
119
One-way interaction

General Info / News

Guides

Awareness / Campaigns

Information Lookup

Fun / Branding
Two-way interaction

Donation / Fundraising

Citizen Engagement

Coordinating / Volunteering
Many-to-many interaction

Issue-focussed Community

Crowdsourced Data gathering /
sharing
Stand-alone tools

Monitoring / tracking
Mobile Apps
Mobile Strategy
Discovery
User workflow definition
Mobile approach
Roadmap
121
Roadmap considerations

Making the case
We need to move to mobile because…?

Doing your research
Goals, audience, content, comparators?

Forming a team
Who is the champion? Who is your team?

Schedule and budget
What are time and budget constraints that will influences decisions?

Choosing strategy, platform, vendor
What is the best platform for our needs? Who can build it? What should I ask?

Evaluation, planning for the future
What does success look like?
It’s not over: Maintenance, content updates, analytics, evaluation?
Discussion
What is your plan for next month, quarter, year?
What do you want to report back to this group?
123
Roadmap worksheet
Goals / Case for mobile
Comparators / examples Key audiences
High value content
124
Roadmap worksheet
Laundry list Prioritized list
Effort Value
125
Roadmap worksheet
What’s your plan?
One month One quarter One year
who who who
what what what
132
Further (quick) reading
Books
Content Strategy
for Mobile
Mobile First
Mobile Frontier
New Multiscreen World Study (Google) http://bit.ly/18DGD2w
133
Further (quick) reading
Books
100 Things Every Designer
Needs to Know About People
134
Further (quick) reading
Mobile thought leaders
The firehose
Mashable.com/mobile
Idealware - mobile
http://mashable.com/mobile/
http://bit.ly/15DNRXr
Karen McGrane
http://bit.ly/15DNzzX
Luke Wroblewski
http://bit.ly/15DND2A
Scott Jensen
http://bit.ly/15DNEDF
135
Further (quick) reading
Key statistics
Pew Internet: Mobile
Cisco Mobile Traffic Forecast
Mary Meeker: Internet Trends
http://bit.ly/15DN2Og
http://bit.ly/xDc6qP
http://slidesha.re/15DMUhT
136
Thank you
Chris Wolz
cwolz@forumone.com
Nam-ho Park
npark@forumone.com
@forumone http://forumone.com

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