RESHAPING BEHAVIOR

Mobile’s Impact on Users and Behavior

Jessica DeJong @jessdejong

Pete Amundson @peteamundson

RESHAPING BEHAVIOR

How many cat videos can we get away with including?

DIGITAL MARKETERS

SEO Responsive

Analytics Digital Brand UX

Social Media

MOBILE!

THE MOBILE AGE

Mobile Web Browsing

We’re spending more time on our phones and will be spending even more time as our world becomes more connected.

•  76% of people browse their mobile device while waiting in line.

•  86% of people access their mobile device while watching TV.

•  80% of people access their mobile device during downtime.

•  39% of people use their mobile devices in the bathroom. …..which means 61% of people are LIARS

Mobile User Behaviors

OK … SO I NEED A MOBILE STRATEGY

How do I do that?

•  Screen Size •  Connectivity •  Device Capabilities •  Processing Power •  Input Methods

Mobile Context is Both ...

QUANTITATIVE

•  User Goals •  User Environment •  User Attention •  User Capabilities

QUALITATIVE +

TECHNOLOGY

•  Larger screens

•  Faster processors

•  Higher data throughput

Mobile is a Race to the Top

•  Get directions to an office •  Find the closest office

Capabilities – Geolocation

…also Personalization: •  Show local navigation •  Show local content •  Show translated content

Add Calendar Invites Add Calendar Events Add Calendar To-dos

Capabilities – Contact & Calendar

Add Contacts

Capabilities – Sharing

•  Click-to-call

Capabilities – Phone

…seriously

•  It is a phone

On the Horizon

?

Start a task on mobile … finish on desktop (or vice versa)

Continuity

Start a task on mobile … finish on desktop (or vice versa)

Continuity

All three platforms already have this: –  iOS: Apple Handoff –  Android: Chrome Sync –  Windows Phone: Internet Explorer Sync

Continuity

Don’t create barriers between mobile and desktop

3 MOBILE STRATEGIES

APS

Native Apps

•  Most apps fail •  The ones that don’t are primarily

single-purpose apps –  Twitter, Instagram, Weather, etc.

•  Links don’t open apps

Native Mobile Apps

80% of branded apps don’t surpass 1,000 downloads

Separate Mobile Site

•  Separate mobile sites used to be a best practice

•  Data now shows that users now want the full experience, no matter what device they are on.

M.Dot

Responsive Website

•  Visual Continuity –  UI Consistency

•  Feature Continuity –  Core features should be available everywhere

•  Data Continuity –  User’s data should all be in the same location

•  Content Continuity –  Content should be located in the same place

RWD Encourages

8 Tips for Implementing a Mobile Web Strategy

#1 Prioritize Performance

•  71% of users want a site to load as quickly as a desktop site

•  74% will wait 5 seconds or less for a site to load

•  80% of mobile web users would access more often if the experience was fast and reliable

1. Prioritize Performance

#2 Design for Touch Inputs

#3 Pay Attention to Details

MENU

#4 Simplify Content

Smaller screen = increased cognitive effort to consume content

4. Simplify Content

Study of Facebook’s privacy policy with 5,789 words –  Desktop: 39.18%

comprehension –  Mobile: 18.93%

comprehension

4. Simplify Content

If in doubt, leave it out!

4. Simplify Content

#5 Optimize Readability

Best practices for typography: –  Headline to body copy:

2.5x –  Line height: 1.5x –  Characters per line:

55-75 is optimal, 75-90 is most common

5. Optimize for Readability

#6 Embrace Scrolling

We know users scroll … on all devices –  Scroll to explore, click to make a decision

6. Embrace scrolling

#7 Remember Context

#8 Be Flexible

#8 Be Flexible

8. Be Flexible

The mobile space is a moving target.

8. Be Flexible

The mobile space is a moving target

TL;DR Mobile is a game

changer

Best Practices

Prioritize Performance

Design for Touch Inputs

Pay Attention to Detail

Simplify Content

Optimize Readability

Embrace Scrolling

Remember Context

Be Flexible

Thank you!