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21 March 2014
Optimising Mobile
#precsem | @precedentapac
6 sectors Education
Government Membership
Not for profit Destinations
Health
25 years Experience
Quality Stability Loyalty Results
150 experts Strategy & Research
User Centred Design Branding & Communications
Digital Marketing Development & Hosting
LONDON
EDINBURGH CARDIFF
PERTH MELBOURNE
HONG KONG
Our research
Who we work with
Optimising Mobile
1. When one screen became many… 2. Spotting the Opportunity 3. Design considerations - Coffee break – 4. Making it happen 5. Considering the future 6. Summary
What is a mobile device and how are people using them?
1. When one screen became many…
https://www.flickr.com/photos/pinguino/8527588008
According to Wikipedia a ‘mobile device’ covers everything from tablets to pagers…
http://flickr.com/photos/74105777@N00/6153558098
So, when we talk about Optimising for Mobile today we should be talking about ‘multiscreen interactions’.
88.2% of all media interactions are screen based
Google -The New Multi-Screen World: Australia - http://bit.ly/1gdIs8p
7%
23%
23%
36%
11%
Tablet Television Computer Smartphone Other
Breakdown of media interactions
Google -The New Multi-Screen World: Australia - http://bit.ly/1gdIs8p
https://www.flickr.com/photos/spry/9845082153
“Smartphones are the backbone of our daily media use… Going mobile has become a business imperative.”
GOOGLE: THE NEW MULTI-SCREEN WORLD: AUSTRALIA
11.2m At May 2013
Australians owned a smartphone
Source: ACMA - Australia’s mobile digital economy - http://bit.ly/ND6va9
7.5m During June 2013
Australians accessed the internet via a mobile phone
Source: ACMA - Australia’s mobile digital economy - http://bit.ly/ND6va9
https://www.flickr.com/photos/shankaronline/9234917993
Tablet sales continue to increase globally despite their lower showing in the media consumption figures.
2.3m In the first half of 2013
tablets were sold in Australia
Source: Telsyte - https://www.telsyte.com.au/
7m Currently here are some
tablet users in Australia
Source: Telsyte - https://www.telsyte.com.au/
43%
52%
5%
Android
iOS
Windows
Tablets by operating system - Australia
Source: Telsyte - https://www.telsyte.com.au/
62%
36%
2%
Android
iOS
Windows
Tablets by operating system - Global
Source: Telsyte - https://www.telsyte.com.au/
https://www.flickr.com/photos/bretarnett/74386954
So, optimising for mobile covers more than smartphones
https://www.flickr.com/photos/bobushka/637560691
Our media consumption is now overwhelmingly via screen
http://www.flickr.com/photos/ylbert/8161604331/
The majority of this consumption is via smartphone
https://www.flickr.com/photos/comedynose/8453006021
Tablet use continues to grow at an accelerated rate thanks to cheaper products entering the market
Android will most likely overtake iOS as the majority operating system for devices following the current global trend
http://i4.mirror.co.uk/incoming/article3201373.ece/ALTERNATES/s2197/Best-ever-selfie-taken-at-the-2014-Oscars-3201373.jpg
Multiple screens, multiple channels… where to start?
2. Spotting the Opportunity
https://www.flickr.com/photos/dacheeses/5494756109
App Myopia. This is a paradigm that sees every possible mobile opportunity only as an exercise in creating an app.
SCOTT JENSON – Product Strategy at Google
In Finland, planners are known to visit their parks immediately after the first snowfall… (these ‘desire lines’ are) indicated by their footprints and can be used to guide the routing of new purpose built paths.
https://www.flickr.com/photos/ptenec242/5988307675
https://www.flickr.com/photos/antjeverena/10796080723
We know mobile devices have changed our behavior but what does that mean to your organisation?
https://www.flickr.com/photos/antjeverena/10796123073
1. IDENTIFY ASSUMPTIONS
The only people who can tell you if your assumptions are correct are the people who you are targeting. 2. TEST ASSUMPTIONS
By drawing out your identified users and their scenarios you can start to find those ‘desire lines’ that will create a meaningful interaction.
3. VISUALISE GOALS AND TASKS
Ability
Mot
ivat
ion
Triggers Succeed Here
Triggers Fail Here
High Motivation
Low Motivation
Hard To Do Easy To Do
B.J. Fogg Behavior Model
Source: www.behaviormodel.org
https://www.flickr.com/photos/matsugoro/324841451
There are two main modes of multi-screening. Sequential usage; Moving from one device to another at di�erent times to accomplish a task
https://www.flickr.com/photos/ladykat81/7571006540
Simultaneous usage; Using more than one device at a time for either a related or an unrelated task.
CASE STUDY: TESCO BANK
https://www.flickr.com/photos/snapdoc/5818996692
Our team in Edinburgh found that a high percentage of travellers bought their insurance online, on their phone and on the way to the airport.
CASE STUDY: TESCO BANK
This helped us identify the need for a mobile site and also dictated how we responded.
CASE STUDY: TESCO BANK
CASE STUDY: TESCO BANK
30% increase in sales from mobile versus desktop.
Not just a pretty fascia.
3. Design Considerations
https://www.flickr.com/photos/honzasterba/4820991470
Effective mobile designs not only account for these one thumb/one eyeball experiences but aim to optimize for them as well.
LUKE WROBLEWSKI – MOBILE FIRST
FontAwesome: http://fortawesome.github.io/
Over the last 25 years we have evolved visual icon standards to shortcut key actions.
Design Considerations – Hit Areas
https://www.flickr.com/photos/arjunvkp/7732829512
User interface controls have to be big enough to capture fingertip actions without frustrating users with erroneous actions and tiny targets.
Right hand
Easy
Average
Hard
Left hand
Easy
Average
Hard
Screen designs should take into consideration the devices that they will inhabit, think about reach as well as screen dimensions.
http://www.lukew.com/ff/entry.asp?1649
We can also look at tablets and how people typically hold tablet computers.
http://www.lukew.com/ff/entry.asp?1649
Users are not sympathetic to poor network coverage and don’t adjust their expectations when WIFI isn’t available.
https://www.flickr.com/photos/lachlanhardy/7708520454
There are only two types of essential image online. Those used for recognition and those used for description.
‘My issue with responsive design is when it becomes lowest common denominator design, ‘working’ on all screens but not excelling on any’
ROAN LAVERY – FREE AGENT
http://www.freeagent.com/
CASE STUDY: PERTH ARENA
Just before Perth Arena opened the doors on its 15,500 seat venue their team contacted Precedent.
CASE STUDY: PERTH ARENA
CASE STUDY: PERTH ARENA
CASE STUDY: PERTH ARENA
CASE STUDY: PERTH ARENA
8,134
Downloaded
times since 2012
COFFEE BREAK
4. Making it happen
Faster development with an iterative roadmap will kickstart any income stream and allow for early understanding of benefits.
http://www.flickr.com/photos/angusf/2236023038
3 core approaches to mobile development.
In reality there are
A website built around a tailored user experience for only mobile access.
1. .M or .MOBI
A website that changes ratios (and/or content) based on the device viewport.
2. RESPONSIVE or ADAPTIVE
A website that uses a framework to allow distribution as an app.
3. APPS - HYBRID or FRAMEWORK APP
Handy link: http://www.markus-falk.com/mobile-frameworks-comparison-chart/
An app built exclusively for the operating system or device on which it runs.
3.APPS - NATIVE APP
18w
Average time to create a native app
Source: Kinvey - http://www.kinvey.com/blog/2086/how-long-does-it-take-to-build-a-mobile-app/
13w
Perth Arena hybrid app project timeline
* 4 weeks design, 4 weeks development (3 weeks app, 1 week api build to drive app data), rest split between UX, research and PM
Responsive retrofitting your existing site can feel like you are trying to cram all your content into a very small space.
http://www.flickr.com/photos/maveric2003/28043469/
Creating a separate responsive m. site can feel like planting a tree for the future but special care needs to be taken to ensure the project does not die.
http://www.flickr.com/photos/49503078599@N01/9312797
Mobile first approach means starting again and relearning what you know about your users and catering for them directly. https://www.flickr.com/photos/97599913@N08/10478344656
A piecemeal approach can lead to users experiencing the joy of a new interface alongside the disappointment of the old.
http://www.flickr.com/photos/63869057@N00/5676724071
Whatever approach you are considering you should work initially using sketching, rapid prototyping methods and try to identify the minimum viable product that you can build upon.
CASE STUDY: MONASH UNIVERSITY
With a student body of over 50,000 and over 8,000 academic staff the Monash University website has grown considerably over time.
CASE STUDY: MONASH UNIVERSITY
CASE STUDY: MONASH UNIVERSITY
CASE STUDY: MONASH UNIVERSITY
CASE STUDY: MONASH UNIVERSITY
CASE STUDY: MONASH UNIVERSITY
665% Increase in domestic enquiry form page views
5. Considering the future
“The web will be everything, but it will be nothing. It will be like electricity, it is just there”
ERIC SCHMIDT – EXECUTIVE CHAIRMAN GOOGLE
https://www.flickr.com/photos/fitzvillafuerte/4444507668
“Services aren’t made on an assembly line… you can’t predict precisely which [touchpoint] each user will need… The service is experienced differently by every person, because every person is different”
ANDY POLAINE
http://www.projectara.com/
From Nike+ to Galaxy Gear, wearable technology has arrived and with it the expectation of the ‘internet of things’.
http://www.flickr.com/photos/samsungtomorrow/9675081089
In acquiring Nest Google may have signaled that it is interested in getting even more intimate with customers behaviors.
Smart locks like August can feed into a combined, smart home, to start music, schedule dinner and turn lights on.
At SXSW 2014 Google announced they will be releasing a developer SDK that will make it easier for companies to create wearable devices that run on Android.
“Technologies aren’t solutions, they’re simply tools that help us tell stories about our products”
STEPHANIE RIEGER - YIIBU
https://www.flickr.com/photos/95521796@N00/267952677
6. Summary
1. RESEARCH
We now live in a multi device world where both smartphones and tablets are increasingly becoming
the main touchpoints for consumers.
2. OPPORTUNITIES
Users will create their own paths to content, to create engaging, meaningful and valuable experiences we
need to uncover our users motivations and journeys.
3. DESIGN
There is a rich and growing visual language that has evolved over the last 25 years of the web. Use this as a
base for your presence rather than inventing new ones.
4. TECHNOLOGY
The ideal approach to optimising for mobile is to prototype, test, implement and repeat. Learn from
successes and failures to continually adapt to change.
5. FUTURE
The future will revolve around the ability of users to customise their experiences to their needs and for
businesses to record greater amounts of data from that.
At Precedent we are committed to looking at simple solutions to seemingly complex digital problems…
UPCOMING REPORT
QUESTIONS?
Where referenced images have been used under the creative commons attribution license. http://creativecommons.org