MOBILE IS HERE, AND THEHISPANICS ARE COMING!
“What used to fit in a building now fits in your pocket, and what fits in your pocket today will fit inside a blood cell in 25 years.”
RAY KURZWEIL
#SearchFest @ZephSnapp
OUR COUNTRY HAS EVOLVED
WHEN WILL MOBILE BE EVERYTHING?
SOON.
THE HISPANICS ARE COMING!
50% OF THE WORLD IS BILINGUAL
53 MILLION US HISPANICS
36 MILLION SPEAK SPANISH AT HOME
HISPANICS OVER INDEX & ARE UNDERSERVED
“The Hispanic consumer represents the greatest
potential for sustained growth in the U.S. today”
NEILSON
#SearchFest @ZephSnapp
US SPANISH SPEAKERS ARE USED TO BEING IGNORED
HISPANICS ARE LOYALYou Give Us What We are Looking For, You Have Us For Life.
HISPANICS LIKE TO TOGGLE
SPANISH SPEAKERS ARELOW HANGING FRUIT
GO GET THEM!
SO WHAT IS THE PROBLEM?
#SearchFest @ZephSnapp
TOO MANY DEVICES,MORE ON THE WAY
But they have to understand the system works
USERS KNOW WHAT THEY WANT TO DO
OUR JOB IS TO MAKE IT EASY
Execute an already known procedure - a routine skill
Learn a procedure from explicit instructions
The more knowledge is required, the more difficult it is to interact effectively.
Click on links
Share on Social
Scroll
Squeeze and stretch
WE LEARNED TO:
MAKE IT SIMPLE, WE CAN DO IT
STRATEGIC SOLUTIONS
#SearchFest @ZephSnapp
LET’S MOVE BEYOND THIS:
Water Flows Like “Chunky Water”(ht @dmolsen)
Content Informs DesignDesign Informs Content
PERSONAS, NEED STATES & ACTIONS
What decisions will the user make at each point in the task?
What information will the user need to make those decisions?
WHAT DECISIONS WILL THE USER MAKE AT EACH POINT IN THE TASK?
Landing Page,
Towing
• When Are You Open?
Services
• Can You Tow Heavy Duty Vehicles
Contact• Phone,• WhatsAp
p• Email
KNOW YOUR PERSONAS
Geo-Optimizatio
n, Store Locator
Damage Estimate
Data Input/Service Request
DESIGN PAGES THAT MEET THEIR NEEDSEx: Towing Company Broken Down
OPTIMIZE EXPERIENCE, NOT PAGE
Which Is Also The Easiest To Translate
FOR SOME, SIMPLEST IS BEST
TACTICAL TIPS
#SearchFest @ZephSnapp
FRAMELESS GRIDS FOR ADAPTIVE DESIGN
http://ipadpeek.com/
http://iphonetester.com/
http://quirktools.com/screenfly/
http://ready.mobi/
http://responsivepx.com/
FREE EMULATORS FOR TESTING
FITT’S LAW SAYS, KEEP CTA’S CLOSE TO THUMBS
Login via Facebook/TwitterPut off asking for data
LESS INPUTS = MORE ENGAGEMENT
UNMASK PASSWORDS
USE PLACEHOLDER TEXTINSTEAD OF LABELS
TRANSLATE PLACEHOLDER TEXTALMOST NOBODY DOES THIS!
That way no matter the device, or how much they zoom, everything will stay it its place
LABELS GO ABOVE INPUTS
TypeKitFontSquirrelGoogle Web Fonts
DON’T USE IMAGE BASED TEXT. EVER.
YES3 Best Cooking Apps
NO3 Cooking Apps That Will Help You Make Rockin’ Pad Thai
SHORT HEADLINES
Title: 60 CharactersDescription: 115 Characters
H/T @mikearneson
SAME FOR METADATA
PIXELS INSTEAD OFCHARACTERS FOR TEXT
BE SMART. BE BRIEF. BUT DON’T WORRY ABOUT THE “FOLD”
Long Copy
Infinite Scroll
ATTEMPT TO PRESENT ALL RELEVANT INFORMATION SIMULTANEOUSLY:
HINT AT CONTENT OUTSIDE THE SCREEN
MOCK UP CONTENT
2 COLUMNS, BETTER THAN 3
Social Media
IM Apps
Content Placement
LEVERAGE APPS AS PLATFORMS
THANK YOU!
#SearchFest @ZephSnapp