Mobilising Digital - Sydney 26/03/14

26 March 2014

Optimising Mobile

#precsem | @precedentapac

6 sectors Education

Government Membership

Not for profit Destinations

Health

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

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