hugeinc.com info@hugeinc.com 45 Main St. #220 Brooklyn, NY 11201 +1 718 625 4843

June 7, 2011 It Takes 2 To Make a Thing Go Right

Jessica L’Esperance Experience Director @jessless

Erin Scime Associate Content Strategy Director @erinscime

•  Many parties involved.

•  Varying skillsets.

•  Limited time and money.

•  Technology constraints.

2.

Digital design can get pretty crazy.

•  Many parties involved.

•  Varying skillsets.

•  Limited time and money.

•  Technology constraints.

3.

Digital design can get pretty crazy.

And mobile only makes it harder.

Tight constraints call for tight

collaboration.

1. The two of us

2. Case study

4.

The two of us. Part 1:

Jessica L’Esperance •  Obsessed with vegetables •  Visited 36 countries •  Teach mobile design at

Miami Ad school •  Trained as a Librarian

Erin Scime: •  Karaoke with soul •  Eats anything [natural] •  Former life in art museums •  Trained as a Librarian

You and I.

About HUGE. We help companies build digitally-driven businesses. Our stats. $12.3 billion per year 150 million people per month

HUGE Work.

•  We are in DUMBO, Brooklyn.

•  Our Notable Mobile work: HBO, Adult Swim, Reuters,

NYCGO, Target, Nutrisystem, Newsweek

•  We work within User Experience Group (50ppl/350ppl).

Case Study. Part 2:

12.

Our hospitality client.

•  Five star hotel chain known for its impeccable service.

•  Consistently reviewed and honored in Travel & Leisure.

•  Over 90 hotels & resorts worldwide.

•  Mix of leisure and business travelers.

•  Corporate office partners with local owners to manage the hotels

and for use of brand.

•  Website managed by corporate office.

13.

The assignment.

Large-scale redesign of web property & mobile experience.

Our strategy:

1.  Increase SEO

2.  Update visual style

3.  Optimize booking flow

4.  Build a new architecture

5.  Personalize the experience

14.

Good mobile design considers

both sides.

User Goals

Business Goals

•  Why go mobile •  Core value proposition •  Investment

•  Targets •  Use cases •  Understands the context

15.

As designers, we care about two

parts of the same product.

Experience Design: •  User goals & tasks •  Features & functionality •  Navigation & flow

Content Strategy: •  Content experience •  Business case & ROI •  Content production & distribution

16.

Imperatives for website.

1.  Create a sense of place

2.  Show me, Sell me

3.  Every place has its own story to tell

4.  Get me right, wow me if you can

5.  Meet guests where they are

Informed the site’s feature planning, content planning, and design

17.

Content Strategy shifted for mobile.

Web Content Strategy Mobile Content Strategy

• Major clean up of entire holdings • Subset of holdings • Long-term analysis & planning • Freedom in creativity with subset

• Content is managed • Content is pushed • Tell multiple stories with content • Tell a single, focused story • Significant editorial restructuring • Refined editorial structuring

18.

For design, we focused on mobile-

specific needs.

•  Understand the primary use cases & support them.

•  Reduce load time by cutting videos & photos from core exp.

•  Make it easy to read on a small screen.

•  Expose navigation, as opposed to teaser content.

•  Make form inputs as painless as possible.

•  Elevate local and immediate needs.

19.

For this client, booking was core.

Mobile focus: •  Find and book a property •  Get directions

Web consumption model:

20.

Mobile scope: what made the cut.

1.  Homepage

2.  Property page

3.  Booking flow pages

4.  Photo galleries

5.  Menus

6.  A LOT of phone numbers

21.

How we divided and conquered.

Content Goals Design Goals Prioritize content that will encourage booking

Optimize the booking flow

Create story arc that ended in a booking

Flexible layout for properties to accommodate different needs

Personalize based on location, behavior and purchase history

Target different experiences based on how much we know about users

Acquire UGC and curate strategically

Solicit comments and reviews from users and guests Update look and feel of brand & site

Experience Design: •  Optimize booking flow •  Establish a flexible navigation

for properties to accommodate needs

•  Make photos findable, but not dominant

•  Link to full site for heavy lifting

Content Strategy: •  Prioritize content that will

encourage booking •  Language must be more

instructional instead of marketing

We narrowed down offerings.

Reprioritized experience.

Supported core tasks.

Mobile-only features got phased out. 1.  Book tonight 2.  Find nearest hotel.

25.

Worked closely with developers.

1.  Relationship needs to be tight. 2.  We didn’t design every page, but

instead a few key pages. 3.  Content model allowed us to skip

documentation and instead rely on communication.

4 Insights. Conclusion:

Insight 1:

Mobile is not an add-on.

28.

Businesses are thinking impulsively.

“We have $50k to burn. This iPad thing seems cool - Let’s try something with that!” “…and we’ll launch it in 3 weeks!”

29.

Content is your product. There should

be a payoff for investing in it.

•  Clear value proposition

•  Differentiation from competition

•  Resources to create and manage it

•  Long-term plan

= Return on investment

30.

Mobile content is just one part of the

larger ecosystem.

Brand  X  

Core Site

Newsletters Web

Android app

iPhone app

Print / Broadcast

Mobile

Micro-site / Campaign site

Mobile Touch Site

Blackberry app

Marketing

Email blasts

WAP

Social Media

Facebook

Twitter

Digital platforms

iTunes

YouTube

Content inventory

Roku

Game counsels

In-store digital

E-readers

Apple / Google TV

Various content

properties revenue

Mobile app or site

revenue

31.

Think about how mobile can

augment entire business model.

Insight 2:

Your core offering should drive

your mobile initiatives.

33.

Primary purpose with minimal fluff.

Check flight status & check in

Access sale slinger in store

Book a hotel on the road

34.

A broader payoff.

Check flight status & check in

Access sale slinger in store

Less airport staff & shorter check-in lines

Increased chance of in-store purchase

Increased chance of impulse / convenience

purchase

Book a hotel on the road

Insight 3:

Mobile is less about visual design

and more about context & use

case.

People use mobile everywhere.

•  84% at home •  80% during misc. downtime throughout the day •  76% waiting in lines of waiting for appointments •  69% while shopping •  64% at work •  62% while watching TV (alt. study claims 84%) •  47% during commute in to work

Cpmpete Smart phone report. http://blog.compete.com/2010/03/12/smartphone-owners-a-ready-and-willing-audience/

Cut to the chase.

1.  Make it easy for people running on a network

2.  Use very few images

3.  Prioritize content

4.  Use numbered menus for navigation

5.  Vertical scroll is your best friend

38.

It needs to be a product people love.

39.

Insight 4:

Mobile moves fast.

Collaboration is essential.

E-­‐Commerce  

Barnes & Noble

British Airways

Dish Network

IKEA

JetBlue Airways

Mattel

Nestle Water

Nutrisystem

Sigma-Aldrich

Target

Under Armour

The Vitamin Shoppe

Media & Entertainment

A&E Television Networks

Advance Publications

Fox Broadcasting Company

Macmillan

MTV Networks

NBC Universal

The New York Times Co.

Scholastic

Thomson Reuters

Time Warner

Walt Disney Company

Warner Music Group

Educa,on  &  Non-­‐Profit  

Alvin Ailey Dance Foundation

American University

Amnesty International

The City of New York

Columbia Journalism School

Girl Scouts of America

Nat’l 9/11 Memorial & Museum

National Association of Realtors

New York Philharmonic

The One Foundation

The Red Cross

West Point Military Academy

Marke,ng  Pla8orms  

Cisco

Electrolux

Ericsson

J.P. Morgan Chase & Co.

Johnson & Johnson

L’Oreal Group

MasterCard

Nintendo

Nokia

PepsiCo

Samsung

TransAmerica

Our process; tweaked for mobile.

42.

The mobile team.

•  Extend upfront website team to mobile track

•  Lean and mean

•  Resource hybrid talents to maximize efficiency

•  Staff team for the length of the mobile project

For this project: •  Experience Lead

•  Product Designer

•  Content Strategist

•  Developer

•  Project Manager

43.

Be flexible in your working relationship

Content Goals Design Goals Prioritize content that will encourage booking

Optimize the booking flow

Create story arc that ended in a booking

Flexible layout for properties to accommodate different needs

Personalize based on location, behavior and purchase history

Target different experiences based on how much we know about users

Acquire UGC and curate strategically

Solicit comments and reviews from users and guests Update look and feel of brand & site

Together! •  Shared deliverables, instead of waterfall •  Sat next to each other •  Daily check-ins with broader team •  Streamlined client relationship •  Flexibility when direction changed or new ideas emerged •  Saw entire project through

hugeinc.com info@hugeinc.com 45 Main St. #220 Brooklyn, NY 11201 +1 718 625 4843