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There’s Only One Screen: How to Plan for Users Not Devices Content Strategy Applied – USA 2013
October 18, 2013
All Rights Reserved © ethology, Inc.
Consumers. The big idea. ethology
Sarah Krznarich Content Strategy Director
@krznarich
ethology Consumers. The big idea.
Anna Hrach Content Strategy Director @annabananahrach
ethology Consumers. The big idea.
Before We Begin
*Gist is accurate., but it’s not an exact quote. I can barely remember Tuesday, let alone 2010.
“Mobile First isn’t the answer. It’s incomplete.”*
- Karen McGrane & Jeff Eaton Chicago, Summer 2010
Ahead of its time. NOW it’s time.
There is no mobile user.
There is no tablet user.
There is no desktop user.
There is no such thing as the “mobile use case.”
“It’s About the People, Stupid!”
ethology Consumers. The big idea.
There are only users.
How do we know?
The New Multi-Screen World Study
http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html
ethology Consumers. The big idea.
We live in a multi-screen world.
It’s true: Context drives device choice…
Device Context Computers - Keep us productive & informed - Productive, task-oriented - Serious research - Starting point for complex activities 31% out of home 69% at home
Smartphones - Keep us connected - Short bursts of time - Immediate research needs - Most common starting point for info 40% out of home 60% at home
Tablets - Keep us entertained - Entertainment & browsing - Unbound sense of time - Shopping/trip planning start point 21% out of home 79% at home
Televisions - No longer holds our full attention - Most commonly used simultaneously - Often paired with smartphone (81%) - Major catalyst for search 77% use different device when watching
http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html
ethology Consumers. The big idea.
… but not always.
34% use device that’s closest.
And, there are two kinds of users: Sequential screen users Simultaneous screen users
Sequential Vs. Simultaneous Usage
http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html
ethology Consumers. The big idea.
Poll: Which Multi-Screener are You?
Who here is a:
Simultaneous screen user?
Sequential screen user?
Both?
Neither?
Who is multi-screening right now?
ethology Consumers. The big idea.
So, let’s talk about mobile sites.
“M” Sites Were Not the Answer
“We were wrong about ‘m’ sites.”
- Google Rep
http://www.flickr.com/photos/kaibara/2601999508/
ethology Consumers. The big idea.
Responsive design to the rescue!
Responsive Design is Not the Answer
Don’t get us wrong...
In theory, responsive is amazing!
We love it! You love it! Users love it!
We recommend responsive, too.
http://farm6.staticflickr.com/5137/5457033663_65a61b2b76.jpg
ethology Consumers. The big idea.
Used as a strategy—it’s not.
Emphasis placed on form not function.
Simplified—more than how design shifts
We’re still just talking about design!
But in Practice….
http://fc07.deviantart.net/fs71/i/2012/225/7/3/safeway_fail_re_uploaded_by_jackie_foxx-d5azc1k.jpg
ethology Consumers. The big idea.
We think and talk about devices so much that we’ve forgotten what’s who’s behind them.
What’s The Problem with Responsive?
http://www.flickr.com/photos/adactio/6153558098/
ethology Consumers. The big idea.
Beware glamour over substance.
We already know from the 90s & Flash intros that a beautiful or stylized design doesn’t equal a good experience. So why apply the same foundation to responsive?
So Shiny and New…
Thanks, Sudden Clarity Clarence. ethology Consumers. The big idea.
What can we do?
Put down the wireframes
Back away from the PSDs
Think about your business goals
Understand your user needs
Get Back to Basics
ethology Consumers. The big idea.
Start with Content Strategy
Do Don’t ● Oversee the universal customer
experience
● Know what your users want from their experience
● Analyze data
● Shift priorities
• Make sweeping generalizations based on device
• Forget about the “little” people
• Eliminate options
• Let other people dictate when “CS” is needed
ethology Consumers. The big idea.
Priorities can change based on device.
But sometimes they don’t.
Users don’t ask themselves if their task is best for a:
mobile experience
tablet experience
desktop experience
Users want one experience.
And they expect it to work every time.
Stop Thinking in Terms of Device
ethology Consumers. The big idea.
"Mobile users expect the whole internet to work correctly for their lazy asses. And that’s just fine. It’s our job to make it work for them.”
-Brian Boyer, NPR
"Consumers want relevant, consistent and connected advertising and content experiences across their screens.”
- Microsoft Advertising
What’s On Their Screens. What’s On Their Minds: Reaching & Engaging the Multi-Screen Consumer
Map Your Customer’s Journey
ethology Consumers. The big idea.
- Analyzed how customers interact w/ website & apps - Typical journey: mobile web, smartphone app, tablet app, purchase - Multi-screen users 6x more valuable than single-screen shoppers
Map Your Customer’s Journey
Credit: http://cmo.com/content/cmo-com/home/articles/2013/8/15/rue_la_la_exec_multi.frame.html
ethology Consumers. The big idea.
Adapt to Customer’s Needs
- A/B testing conducted to enhance experiences - iOS purchases > Android purchases - Targeting is streamlined to speak to most relevant audience - Revamp approach: use supporting channels encourage multi-screening - Slow ecommerce experience
Credit: http://cmo.com/content/cmo-com/home/articles/2013/8/15/rue_la_la_exec_multi.frame.html
ethology Consumers. The big idea.
Adapt to Customer’s Needs
"Why slow experiences?
Drive exploration & discovery.
Encourage deliberate choices.
Focus users' attention.”
- Margot Bloomstein
Appropriate, Inc.
Credit: http://cmo.com/content/cmo-com/home/articles/2013/8/15/rue_la_la_exec_multi.frame.html
ethology Consumers. The big idea.
CS should help drive core strategy at every step & touchpoint
Break Out of Silos
Credit: Richard Ingram - http://www.richardingram.co.uk/2010/08/approaches-to-web-content-strategy/
ethology Consumers. The big idea.
Who’s doing multi-screen right?
Apple (of course)
“... iAd will opt your Apple ID out
of receiving ads targeted to your
interests regardless of what
device you are using.”
ethology Consumers. The big idea.
No matter what device is used, pick up in the right place
Audible
iPad App iPhone App
ethology Consumers. The big idea.
Syncing is automatic. Available anywhere a user goes.
Evernote
ethology Consumers. The big idea.