Transcript
Page 1: An Internet Watered Down

John Pettengill

An Internet Watered Downor, how to save the mobile web

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Hi, I’m John.

An Internet Watered Down / Page 2Photo by red5standingby (flickr)

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I work at Razorfish

in New York.

Hi, I’m John.

An Internet Watered Down / Page 3Photo by red5standingby (flickr)

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I used to be

a graphic designer.

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a math guy.

I used to be

a graphic designer.

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a math guy.

a big geek.

I used to be

a graphic designer.

An Internet Watered Down / Page 6Photo by spike55151 (flickr)

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and sci-fi lover.

Now I’m mostly

an Information Architect

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I’ve seen.

I’m pretty disappointed

with the mobile websites

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but with less.

They’re just like

the “regular” website,

An Internet Watered Down / Page 9Photo by sgrace (flickr)

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but with less content.

They’re just like

the regular website, the “regular” website,

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but with less ways to

They’re just like

the regular website,

navigate the content.

the “regular” website,

An Internet Watered Down / Page 11Photo by sgrace (flickr)

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but with less functionality.

They’re just like

the regular website, the “regular” website,

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You get the idea.

Don’t assume a 1:1 relationship between a site and its mobile

extension.

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But our users don’t deserve

less on the mobile web.

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They deserve more.

But our users don’t deserve

less on the mobile web.

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So let’s give it to them.

They deserve more.

But our users don’t deserve

less on the mobile web.

An Internet Watered Down / Page 16Photo by Thomas Hawk

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Let’s stop treating mobile

site builds as an afterthought.

An Internet Watered Down / Page 17Photo by Pete Jordan

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No more

watered down internets.

Let’s stop treating mobile

site builds as an afterthought.

An Internet Watered Down / Page 18Photo by Pete Jordan

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1 / The Problemor, how our idea of “The Mobile Web” is flawed.

2 / The Solution or, we have opportunities outside of the web as we know it.

3 / The Case Studiesor, what everyone else is doing.

4 / The Wrap Up or, what you should take away from all of this.

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An Internet Watered Down / The Problem / Page 20

1 / The Problem

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The World Wide Web is

trying to become a local tool.

An Internet Watered Down / The Problem / Page 21Photo by Amy van der Hiel

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But it isn’t.

An Internet Watered Down / The Problem / Page 22http://eventful.com

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Never was.

An Internet Watered Down / The Problem / Page 23http://yelp.com/nyc

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Never will be.

An Internet Watered Down / The Problem / Page 24http://newyork.craigslist.org

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And we do need them.

These sites are still great.

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But these sites are not

part of the mobile web.

And we do need them.

These sites are still great.

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But these sites are not

part of the mobile web.

Mobile optimized versions of

these aren’t the mobile web.

And we do need them.

These sites are still great.

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users the same old internet.

They’re just offering

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functionality.

Which features broad content

and powerful (but general)

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Which just doesn’t

work on a phone.

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Which just doesn’t

work on a phone.

fit onto a phone.

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Which just doesn’t

work on a phone.

fit onto a phone.

make sense on a phone.

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as your home computer.

Your phone is not the same

An Internet Watered Down / The Problem / Page 33Photos by Aaron Landry and Joe Hatfield

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Home computers have

large displays

full-size keyboards

fast connections

users chillaxing in pjs

An Internet Watered Down / The Problem / Page 34Photo by Joe Hatfield

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And consequently,

the internet can be sloppy.

An Internet Watered Down / The Problem / Page 35Photo by Joe Hatfield

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Phones have

small displays

tiny keyboards

multitasking users

An Internet Watered Down / The Problem / Page 36Photo by Aaron Landry

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And as a result,

the mobile internet

cannot be sloppy.

An Internet Watered Down / The Problem / Page 37Photo by Aaron Landry

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So if these two are so different,

why are we giving our users

the same thing?

Users are in two completely

different states at home vs being out

and about.

An Internet Watered Down / The Problem / Page 38Photo by rmkoske (flickr)

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It’s no lie that content

works on a cell phone.

An Internet Watered Down / The Problem / Page 39Photo by Aaron Landry

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But that’s

not really the point.

An Internet Watered Down / The Problem / Page 40Photo by Aaron Landry

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We have a powerful,

locationally aware,

communication holy grail.

An Internet Watered Down / The Problem / Page 41Photo by Dushaun (flickr)

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And we’re using it

to play sudoku

and read the Times.

An Internet Watered Down / The Problem / Page 42Photo by Dushaun (flickr)

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It’s like asking Frank Gehry

to build a birdhouse.

An Internet Watered Down / The Problem / Page 43Photo by juandesant (flickr)

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It’s a waste of time.

It’s like asking Frank Gehry

to build a birdhouse.

An Internet Watered Down / The Problem / Page 44Photo by juandesant (flickr)

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And honestly,

that’s what mobiles do.

Mobiles fill up our dead time.

Find opportunities outside of the “dead time” in pain points a user faces everyday.

An Internet Watered Down / The Problem / Page 45Photo by juandesant (flickr)

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They’ve become

our book.

An Internet Watered Down / The Problem / Page 46Photo by Reeding Lessons (flickr)

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Our TV.

They’ve become

our book.

An Internet Watered Down / The Problem / Page 47Photo by Alexandre Jorge

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Our Nintendo.

Our TV.

They’ve become

our book.

An Internet Watered Down / The Problem / Page 48Photo by Shahid Sarker

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But we’re repeating

categories when we should be

forging new ones.

Making content available on mobiles is the baseline. Let’s

strive to perform above it.

An Internet Watered Down / The Problem / Page 49Photo by Shahid Sarker

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Especially when your phone

has something your

home computer does not.

An Internet Watered Down / The Problem / Page 50Photo by Aaron Landry

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Context.

An Internet Watered Down / The Problem / Page 51Photo by Aaron Landry

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We may have realized

that the mobile space

is changing.

An Internet Watered Down / The Problem / Page 52Photo by Scott Ableman

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We may have realized

that the mobile space

is changing our lives.

An Internet Watered Down / The Problem / Page 53Photo by Scott Ableman

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understand what that means yet.

But most businesses don’t

We may have realized

that the mobile space

is changing our lives.

An Internet Watered Down / The Problem / Page 54Photo by Scott Ableman

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Because they’re still

asking us for this.

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Because they’re still

asking us for this.

Let’s do one better.

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Let’s give them this.

An Internet Watered Down / The Problem / Page 57Photo by Karl Tate

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We are going to

hyperlink the world.

An Internet Watered Down / The Problem / Page 58http://flickr.com

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An Internet Watered Down / The Solution / Page 59

2 / The Solution

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So you’re at the

grocery store

An Internet Watered Down / The Solution / Page 60Photo by Jacob Patton

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‘cause you got a killer

case of the donut munchies,

An Internet Watered Down / The Solution / Page 61Photo by Belinda Hankins Miller

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but the line is super

long,

An Internet Watered Down / The Solution / Page 62Photo by Sean Bonner

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but the line is super

long (which sucks),

An Internet Watered Down / The Solution / Page 63Photo by Sean Bonner

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there’s a screaming kid, like,

right in front of you,

An Internet Watered Down / The Solution / Page 64Photo by Ben McLeod

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and apparently Reese

Witherspoon and

Ryan Phillippe split up.

An Internet Watered Down / The Solution / Page 65Photo by Laura Mundee

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Now find your credit card.

An Internet Watered Down / The Solution / Page 66Photo by Mike v

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And next? You have

to use this machine to pay.

An Internet Watered Down / The Solution / Page 67Photo by Jason Eppink

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This credit card reader is

no one’s preferred tool.

And next? You have

to use this machine to pay.

An Internet Watered Down / The Solution / Page 68Photo by Jason Eppink

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Most of us would prefer

to use our own tool.

This credit card reader is

no one’s preferred tool.

And next? You have

to use this machine to pay.

An Internet Watered Down / The Solution / Page 69Photo by Jason Eppink

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A tool that probably looks

something like this.

An Internet Watered Down / The Solution / Page 70Photo by Sébastien Barré

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And just like that,

we killed

Saturday morning budgeting.

Combine tasks that are separate, but

shouldn’t be.

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Not to mention digital

coupon delivery, reward

programs, and skipping the

formal check-out process.

An Internet Watered Down / The Solution / Page 77Photo by Bruce Turner

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The needs of users

change depending on whether

or not they’re at home.

An Internet Watered Down / The Solution / Page 78Photo by Amy van der Hiel

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When you’re at home

Barnes & Noble has

a robust site where you can

find a store or buy books.

An Internet Watered Down / The Solution / Page 79Photo by Nick Humphries

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And when you’re out,

the site can still be

a good resource.

An Internet Watered Down / The Solution / Page 80Photo by Mo Riza

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But what about when you’re

at a Barnes & Noble?

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Can you search for

a book actually at that

Barnes and Noble?

An Internet Watered Down / The Solution / Page 82Photo by Christian Guthier

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And get taken right to it?

Can you search for

a book actually at that

Barnes and Noble?

An Internet Watered Down / The Solution / Page 83Photo by Christian Guthier

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Can you preview CDs using

your mobile?

An Internet Watered Down / The Solution / Page 84Photo by Raymond Yee

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Can you order a latté refill

without having to pack up

all of your things?

An Internet Watered Down / The Solution / Page 85Photo by Jeff Kole

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An Internet Watered Down / The Case Studies / Page 94

3 / The Case Studies

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Michael loves going

to his local Starbucks.

An Internet Watered Down / The Case Studies / Page 95Photo by Jason Rogers

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Sometimes he hears music

he likes when he’s there.

Michael loves going

to his local Starbucks.

An Internet Watered Down / The Case Studies / Page 96Photo by Jason Rogers

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Apple & Starbucks have

teamed up. The iPhone can now

show coffee drinkers the last

song played at the store.

An Internet Watered Down / The Case Studies / Page 97Photo by Pinot Dita

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And, conveniently, Apple has a

music store where you

can download the songs.

An Internet Watered Down / The Case Studies / Page 98Photo by Pinot Dita

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Starbucks is giving users timely

information, and tools

specific to their environment.

Mobile extensions can have nothing to do with your

business yet still fit your brand.

An Internet Watered Down / The Case Studies / Page 99Photo by Pinot Dita

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They did this without NFC.

And without GPS.

An Internet Watered Down / The Case Studies / Page 100Photo by Karl Baron

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They did this without NFC.

So no more excuses.

And without GPS.

An Internet Watered Down / The Case Studies / Page 101Photo by Karl Baron

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Shazam didn’t need any.

An Internet Watered Down / The Case Studies / Page 102Shazam (iPhone App)

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Neither did Amazon.

An Internet Watered Down / The Case Studies / Page 103Amazon Mobile (iPhone App)

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And certainly not Urbanspoon.

Do one thing and do it well.

An Internet Watered Down / The Case Studies / Page 104Chipotle Mobile Ordering (iPhone App)

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Any way you look at it,

the way mobiles fit into our

lives is changing.

An Internet Watered Down / The Case Studies / Page 105Photo by Thomas Hawk

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An Internet Watered Down / The Wrap Up / Page 106

4 / The Wrap Up

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I’m not saying that

your mobile is

some kind of magic wand.

An Internet Watered Down / The Wrap Up / Page 107Photo by Amancay Maahs

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I’m not saying that

your mobile is

some kind of magic wand.

But I kinda am.

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If we’re hyperlinking

the world, then

a mobile will be our mouse.

An Internet Watered Down / The Wrap Up / Page 109Photo by Ross Franklin

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It’s our tool and translator

for accessing a hidden world

of information,

which is lurking all around us.

An Internet Watered Down / The Wrap Up / Page 110Photo by Carolyn Barnes

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Retail brands

can offer powerful mobile

brand extensions.

An Internet Watered Down / The Wrap Up / Page 111Photo by Pinot Dita

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Giving us a playful way

of discovering

and getting things done.

An Internet Watered Down / The Wrap Up / Page 112Photo by Pinot Dita

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Giving us a playful way

of discovering

and getting things done.

On our own terms.

An Internet Watered Down / The Wrap Up / Page 113Photo by Pinot Dita

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Stand alone apps like

Wikitude prove that this

revolution may be served to us

bottom up.

An Internet Watered Down / The Wrap Up / Page 114Wikitude (Android App)

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Some things to remember:

An Internet Watered Down / The Wrap Up / Page 115Photo by George Morgan

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Don’t assume a 1:1 relationship between a site and its mobile

extension.

An Internet Watered Down / The Wrap Up / Page 116Photo by George Morgan

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Users are in two completely

different states at home vs being out

and about.

Don’t assume a 1:1 relationship between a site and its mobile

extension.

An Internet Watered Down / The Wrap Up / Page 117Photo by George Morgan

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Users are in two completely

different states at home vs being out

and about.

Don’t assume a 1:1 relationship between a site and its mobile

extension.

Making content available on mobiles is the baseline. Let’s

strive to perform above it.

An Internet Watered Down / The Wrap Up / Page 118Photo by George Morgan

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Do one thing and do it well.

Users are in two completely

different states at home vs being out

and about.

Don’t assume a 1:1 relationship between a site and its mobile

extension.

Making content available on mobiles is the baseline. Let’s

strive to perform above it.

An Internet Watered Down / The Wrap Up / Page 119Photo by George Morgan

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Do one thing and do it well.

Combine tasks that are separate, but

shouldn’t be.

Users are in two completely

different states at home vs being out

and about.

Don’t assume a 1:1 relationship between a site and its mobile

extension.

Making content available on mobiles is the baseline. Let’s

strive to perform above it.

An Internet Watered Down / The Wrap Up / Page 120Photo by George Morgan

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Do one thing and do it well.

Combine tasks that are separate, but

shouldn’t be.

Users are in two completely

different states at home vs being out

and about.

Don’t assume a 1:1 relationship between a site and its mobile

extension.

Making content available on mobiles is the baseline. Let’s

strive to perform above it.

Find opportunities outside of the “dead time” in pain points a user faces everyday.

An Internet Watered Down / The Wrap Up / Page 121Photo by George Morgan

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Do one thing and do it well.

Combine tasks that are separate, but

shouldn’t be.

Users are in two completely

different states at home vs being out

and about.

Don’t assume a 1:1 relationship between a site and its mobile

extension.

Making content available on mobiles is the baseline. Let’s

strive to perform above it.

Find opportunities outside of the “dead time” in pain points a user faces everyday.

Mobile extensions can have nothing to do with your

business yet still fit your brand.

An Internet Watered Down / The Wrap Up / Page 122Photo by George Morgan

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Do one thing and do it well.

Combine tasks that are separate, but

shouldn’t be.

Users are in two completely

different states at home vs being out

and about.

Brand extensions can add much needed serendipity to a

static world.

Don’t assume a 1:1 relationship between a site and its mobile

extension.

Making content available on mobiles is the baseline. Let’s

strive to perform above it.

Find opportunities outside of the “dead time” in pain points a user faces everyday.

Mobile extensions can have nothing to do with your

business yet still fit your brand.

An Internet Watered Down / The Wrap Up / Page 123Photo by George Morgan

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We shouldn’t be giving users

watered down websites.

An Internet Watered Down / The Wrap Up / Page 124Photo by Pete Jordan

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Stop trying to guess

what the user wants to do.

We shouldn’t be giving users

watered down websites.

An Internet Watered Down / The Wrap Up / Page 125Photo by Pete Jordan

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Stop trying to guess

what the user wants to do.

Instead focus on

where the user is doing it.

We shouldn’t be giving users

watered down websites.

An Internet Watered Down / The Wrap Up / Page 126Photo by Pete Jordan

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How will locationally aware

mobiles change:

gaming

social networks

everything else

An Internet Watered Down / The Wrap Up / Page 127Photo by Pete Jordan

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John Pettengill

An Internet Watered Downor, how to save the mobile web

Thank you.


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