Mobilising Digital - Perth 13/03/14

13 March 2014

Optimising Mobile

#precsem | @precedentapac

Optimising Mobile

1.  When one screen became many… 2.  Spotting the Opportunity 3.  Design considerations -  Short 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

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.

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.

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

‘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

CASE STUDY: PERTH ARENA

CASE STUDY: PERTH ARENA

COFFEE BREAK

4. Making it happen

What channels has your organisation prioritised in relation to digital customer experience initiatives?

Source: March 2013 Global Digital Experience Delivery Online Survey – Forrester Research Inc.

1%

3%

6%

13%

43%

44%

47%

56%

59%

80%

Don’t know

Smart TV

Emerging channels (e.g. wearables, digital

Digital signage and kiosks

Mobile application (excluding tablet)

Mobile application for tablet

Social site or community

Mobile web (excluding tablet)

Mobile web, for tablet

Traditional (e.g.) desktop web

0

5

10

15

20

25

30

35

40

iPhone Safari Android Chrome iPod Touch

Mobile operating system in Australia

Source: http://gs.statcounter.com/

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

A website that uses a framework like PhoneGap to allow distribution as an app.

3. APPS - HYBRID or FRAMEWORK APP

An app built exclusively for the operating system or device on which it runs.

3.APPS - NATIVE APP

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

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

Making It Happen – Content: Mobile First

Making It Happen – Content: Adapting content

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

CASE STUDY: MONASH UNIVERSITY

CASE STUDY: MONASH UNIVERSITY

CASE STUDY: MONASH UNIVERSITY

CASE STUDY: MONASH UNIVERSITY

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

Where referenced images have been used under the creative commons attribution license. http://creativecommons.org