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Getting Going with Mobile(What Your Users Really Want!)
Chris Wolz / Nam-ho ParkForum One Communications
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Introductions
Mobile Overview
Case Studies
Mobile Strategy
Lets get to know each other
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3
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h"p://www.charitywater.org
1969Seoul
London
NYC
DC
Seale
Rabat
Hanoi
Yay!
4
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Forum One Communicationshttp://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 thisworkshop?
What is the burning question you wantanswered?
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What do you hope to get out of the session?
I want to better understand
differences between mobile andweb, and how best to choose the
right applications.
What are the key considerations
and questions to ask at thebeginning of a mobile initiative/
campaign.
An understanding
of trends in mobilecontent design.
What's current, how to do things better
Justification for
moving forward witha mobile strategy.
Fuller understanding
of current mobile
habits and strategiesand 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
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Mobile Overview
Why should you care?Mobile by numbers
Mobile devices & contexts
Mobile approaches
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Photo: http://www.prospectmagazine.co.uk/2009/11/diary-5/13
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Photo:: http://www.kylebean.co.uk/portfolio/#mobileevolution 14
http://www.kylebean.co.uk/portfolio/#mobileevolutionhttp://www.kylebean.co.uk/portfolio/#mobileevolution7/27/2019 2013-10-02 Get Going with Mobile
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Photo: Nam So-Yoen, Allmynews.com 16
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Photo: http://www.boston.com/bigpicture/2011/11/egypt_erupts_with_fresh_protes.html 17
http://www.boston.com/bigpicture/2009/06/irans_disputed_election.htmlhttp://www.boston.com/bigpicture/2009/06/irans_disputed_election.html7/27/2019 2013-10-02 Get Going with Mobile
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"There is no need for
any individual to owna 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, comparedwith 27% of whites.
Young adults: Half of cell internet users ages 18-29mostly use their cell phone to go online.
The less-educated: Some 45% of cell internetusers with a high school diploma or less mostly usetheir phone to go online, compared with 21% ofthose with a college degree.
The less-affluent: Similarly, 45% of cell internetusers living in households with an annual income ofless than $30,000 mostly use their phone to goonline, compared with 27% of those living inhouseholds with an annual income of $75,000 ormore.
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Photo: Chris Wolz
Sustained engagement
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Speed of mobile innovation
Photo: fitbit.com 23
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Mobile Overview
Why should you care?Mobile by numbers
Mobile devices & contexts
Mobile approaches
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25Photo: flickr - slickimages CC BY 2.0Source: Cisco Global Mobile Data Traffic Forecast Update, 20122017
The number of mobile-connected devices will
exceed the world's population in 2013
S M M k / M St l R h D t d E ti t f 9/12
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Source: Mary Meeker / Morgan Stanley Research. Data and Estimates as of 9/12Photo: Unknown
Global smartphone + tablet > total PCs
Shipments (2010); Installed base (2013)
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27Photo: Flickr - Ed Yourdon CC BY-NC-SA 2.0Source: 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 2.0Source: 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
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Mobile Overview
Why should you care?Mobile by numbers
Mobile devices & contexts
Mobile approaches
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32Credit: flickr - Xavier Encinas / CC License: BY-NC 39
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iPad
iPhoneKindle (Paperwhite/e-ink)
Android phone
Windows phoneOther
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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C
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Credit:3flickr363MeganMorris3/3CC3License:3NC6SA
Desktop
Computers keep us
productive and
informed.
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Credit:3flickr363Yourdon3/3CC3License:3NC6SA
Smartphone
Smartphones keep
us connected.
39
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37Credit: flickr - shareski / CC License: NC-SA
Tablet
Tablets keep us
entertained.
39
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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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Hardware
Interac+on
Environment
Time2(peak)
User2Focus
Orienta+on
Sensors
Desktop
big$screen
power$supplyconsistent$network
keyboard$and$mouse
si5ng$(chair$and$desk)
work$and$home
8am$:$7pm
extended$tasks
mul=:task
fixed
no
Tablet
medium&screen
ba-eryinconsistent&network
direct&touch
relaxed
home
5pm&8&10pm
short&tasks
single&task
portrait&and&landscape
yes
Smartphone
small%screen
ba+eryinconsistent%network
direct%touch
on%the%go
home,%idling,%work
all%day
short%tasks
single%task
portrait%and%landscape
yes
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http://bit.ly/18DGD2whttp://bit.ly/18DGD2w7/27/2019 2013-10-02 Get Going with Mobile
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Mobile
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Social
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Informational
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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-accessedWeb 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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Native apps vs. mobile web
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Mobile content strategy
COPE
CAPE
Mobile content strategy
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Mobile content strategy
Karen McGrane http://www.slideshare.net/KMcGrane/adapting-ourselves-to-adaptive-content-12133365
http://www.slideshare.net/KMcGrane/adapting-ourselves-to-adaptive-content-12133365http://www.slideshare.net/KMcGrane/adapting-ourselves-to-adaptive-content-12133365http://www.twitter.com/daniel_jacobsonhttp://www.twitter.com/daniel_jacobson7/27/2019 2013-10-02 Get Going with Mobile
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Mobile content strategy
Daniel Jacobson http://blog.programmableweb.com/2009/10/13/cope-create-once-publish-everywhere/
http://blog.programmableweb.com/2009/10/13/cope-create-once-publish-everywhere/http://blog.programmableweb.com/2009/10/13/cope-create-once-publish-everywhere/http://www.twitter.com/daniel_jacobsonhttp://www.twitter.com/daniel_jacobson7/27/2019 2013-10-02 Get Going with Mobile
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COPE - Create Once Publish Everywhere
Daniel Jacobson http://blog.programmableweb.com/2009/10/13/cope-create-once-publish-everywhere/
http://blog.programmableweb.com/2009/10/13/cope-create-once-publish-everywhere/http://blog.programmableweb.com/2009/10/13/cope-create-once-publish-everywhere/http://www.twitter.com/daniel_jacobsonhttp://www.twitter.com/daniel_jacobson7/27/2019 2013-10-02 Get Going with Mobile
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Discussion
What is driving your interest in mobile?
What are barriers in your organization?
Q estionnaire Res lts
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What is driving your current interest in mobile?
I just know it is becoming more
and more the way people getinformation. 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
Weve been watching mobile
traffic to our web traffic
increase. It is the way things aremoving and it is important.
Questionnaire Results
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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
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Introductions
Mobile Overview
Case Studies
Mobile Strategy
What are other organizations doing well?
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Email on mobile
ONEPew Internet Mobile Gov Blog
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Email on mobilehttp://www.nten.org/articles/2012/the-age-of-mobile-email-has-arrived-are-you-ready
Before After
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Email on mobile
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Email on mobile
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Responsive Design62
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Responsive Design
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Responsive Design
http://www.responsinator.com/
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http://quirktools.com/screenfly/http://quirktools.com/screenfly/7/27/2019 2013-10-02 Get Going with Mobile
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Responsive Designhttp://quirktools.com/screenfly/
http://quirktools.com/screenfly/http://quirktools.com/screenfly/7/27/2019 2013-10-02 Get Going with Mobile
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http://bit.ly/uvD115
Responsive Design
http://bit.ly/uvD115http://bit.ly/uvD1157/27/2019 2013-10-02 Get Going with Mobile
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Layout / grid
Navigation / buttons
Homepage
Content prioritization
3rd party applications (flash, video, etc)
Responsive Design
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Case Studies
Email on mobile
Responsive design
Mobile websitesNative apps / web apps
Mobile publication
Mobile giving
3rd party services
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Mobile websites
http://aarp.org
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Native apps / web apps
The World Bank
The World Development Report iPad App
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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 benefitusers on the go?
Will audiences see enough value to download theapp and sustain usage and engagement? (Are wesatisfied with short-term usage?)
Do I have a strategy for marketing and delivery of
the app to these users?
Native apps / web apps
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Case Studies
Email on mobile
Responsive design
Mobile websitesNative apps / web apps
Mobile publication
Mobile giving
3rd party services
Volkswagen
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Content
Mobile publications
Heifer International
Mobile Magazine
Annual Report
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C S di
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Case Studies
Email on mobile
Responsive design
Mobile websitesNative apps / web apps
Mobile publication
Mobile giving
3rd party services
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Mobile giving
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Mobile giving
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3rd party services
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Responsive DesignAndroid vs. iOSQuestionnaire Results
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Understanding of mobile
14%
43%
29%
14%
Mobile First
43%
29%
14%
14%
29%
14% 43%
14%
Web app vs. Native app
43%
43%
14%
29%
29%
43%
Mobile Content Strategy
1 (unfamiliar)
2
3
4
5 (well-informed)
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Discussion
What are some innovative uses of mobile
you have seen in this space?
Mobile Overview
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Case Studies
Mobile Strategy
Crafting a practical mobile strategy
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Discovery
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y
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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For Key audience:
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1
Storyboard: think motivations, context, information needs
2 3 4
5 6 7 8
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Mobile Strategy
Discovery
User workflow definition
Mobile approach
Roadmap
Mobile Approach
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Email on mobile
Responsive design
Mobile websites
Native apps / web apps
Mobile publication
Mobile giving
3rd party services
pp
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Mobile Strategy
Discovery
User workflow definition
Mobile approach
Roadmap
Making the caseWe need to move to mobile because?
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Roadmap considerations
We need to move to mobile because?
Doing your research
Goals, audience, content, comparators?
Forming a teamWho is the champion? Who is your team?
Schedule and budgetWhat are time and budget constraints that will influences decisions?
Choosing strategy, platform, vendorWhat is the best platform for our needs? Who can build it? What should I ask?
Evaluation, planning for the futureWhat does success look like?
Its not over: Maintenance, content updates, analytics, evaluation?
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Discussion
What is your plan for next month, quarter, year?
What do you want to report back to this group?
Goals / Case for mobile High value content
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Roadmap worksheet
Comparators / examplesKey audiences
Laundry list Prioritized listEffort Value
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Roadmap worksheet
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Further (quick) readingBooks
Content Strategy
for Mobile
Mobile First Mobile Frontier
New Multiscreen World Study (Google) http://bit.ly/18DGD2w
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Further (quick) readingBooks
100 Things Every Designer
Needs to Know About People
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Further (quick) readingMobile thought leaders
The firehose
Mashable.com/mobile
Idealware - mobile
http://mashable.com/mobile/
http://bit.ly/15DNRXr
Karen McGranehttp://bit.ly/15DNzzX
Luke Wroblewskihttp://bit.ly/15DND2A
Scott Jensenhttp://bit.ly/15DNEDF
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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
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Thank you
Chris Wolz
Nam-ho Park
@forumone http://forumone.com