the web you were used to is gone. architecture and strategy for your mobile content
DESCRIPTION
Information architecture and content strategy are the foundation of any website but, when it comes to mobile, they can literally mean the life or death of a product. The truth is that even the best-designed and well-engineered mobile products can still fail if their IA is not sound, and that’s because mobile information architecture doesn’t only define the structure of content, but also determines how users will interact with it. And speaking of content, do you know what content should go on your mobile sites and apps? Are your users finding what they came for? In this talk we will take a look at the thought process that drives mobile content strategy, the specific challenges and opportunities of the mobile space and how information architecture and content strategy contribute to the creation of outstanding mobile experiences.TRANSCRIPT
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image: flickr.com/photos/gregoryjordan
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
THE WEB YOU WERE USED TO IS GONEArchitecture and strategy for your mobile content
alberta soranzo | @albertatreblaMOB’d UP - San Diego, CA
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
REMEMBER THE INTERNET?
image: wtfjeans.com
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
THE INTERNET IS IN YOUR PANTS
image: wtfjeans.com
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
WHAT IS MOBILE?
image: huffingtonpost.com (Alamy)
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE USAGE STATISTICS
• 86% of mobile internet users use their device while watching TV.
• By 2014, mobile internet usage will overtake desktop internet usage.
• Adults spend more time on mobile media than they do on newspapers and magazines combined.
source: pocketyourshop.wordpress.com
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE ONLY PAGEVIEWS
source: mobithinking.com
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
image: flickr.com/photos/guidedbycthulhu
WHAT IS MOBILE?
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE WEB STATISTICS
• 99% of smartphone owners use their mobile browser at least once a day.
• 46% of consumers will NOT return to a mobile site that is not working properly.
• 39% of business do nothing to make site mobile-ready.
• 74% of consumers will wait 5 seconds for a web page to load on their mobile device before abandoning the site.
• 18% of all web traffic in the U.S. is mobile traffic. That number skyrockets to 24% in Africa, and 30% in Asia. This is up 192.5% since 2011.
source: pocketyourshop.wordpress.com
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE ONLY USERS
source: mobithinking.com
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE SEARCH STATISTICS
• 95% of mobile users use their devices for local search.
• 52% of all local searches are done from a mobile device.
• 9 out of 10 mobile phone searches result in a purchase or visit.
• 3 out of every 5 searches are conducted on a mobile device.
source: pocketyourshop.wordpress.com
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
DIRECTV
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
DIRECTV
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
DIRECTV
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
DO YOU HAVE A WEBSITE?
“You need to get your content onto mobile devices. Period.” — Karen McGrane
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
WHO DECIDES WHAT MATTERS?
image: flickr.com/photos/d_space
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE IS SOCIAL
image: flickr.com/photos/strandloper/
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE ONLY FACEBOOK
source: allfacebook.com
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
HOW WE USE THE INTERNET
“If people want to do something on the internet, they will want to do it using their mobile device. Period.” — Karen McGrane
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
WHAT ABOUT CONTEXT?
image: flickr.com/photos/kattebelletje/
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
WHAT ABOUT CONTEXT?
image: flickr.com/photos/piblet
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
ONE SITE
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MANY DEVICES
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
image: flickr.com/photos/cannedtuna
THERE IS NO SUCH A THING AS MOBILE IA
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
WHAT IS IA?
The structural design of shared information environments.
source: en.wikipedia.org/wiki/Information_architecture
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
CROSS-CHANNEL IA BLUEPRINT
image: tylertate.com/blog/2012/02/21/cross-channel-ia-blueprint.html
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
image: journalofia.org/volume1/issue1/02-brugnoli/jofia-0101-02-brugnoli.pdf
TOUCHPOINTS MATRIX
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
WHAT DOES IA DO?
IA interprets information and expresses distinctions between signs and systems of signs and involves the categorization of information into a coherent structure.
source: en.wikipedia.org/wiki/Information_architecture
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
DESKTOP
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
TABLET
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
image: Android Design Patterns
STRUCTURE AS DESIGN PATTERNSWAYFINDING
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE PATTERNS - HYERARCHY
source: uxbooth.com
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE PATTERNS - HYERARCHY
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE PATTERNS - HUB & SPOKE
source: uxbooth.com
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE PATTERNS - HUB & SPOKE
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE PATTERNS - NESTED DOLL
source: uxbooth.com
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE PATTERNS - NESTED DOLL
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE PATTERNS - TABBED VIEW
source: uxbooth.com
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE PATTERNS - TABBED VIEW
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE PATTERNS - BENTO BOX
source: uxbooth.com
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE PATTERNS - BENTO BOX
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE PATTERNS - FILTERED VIEW
source: uxbooth.com
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE PATTERNS - FILTERED VIEW
Filter Filter
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
image: flickr.com/photos/10ch
MANAGING INFORMATION TO CREATE MEANINGSENSEMAKING
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
CONTENT = INFORMATION
“Typically information foraging must be analysed as decision making under uncertainty”
— Peter Pirolli
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
CONTENT = INFORMATION
“A strong information layer is the key to cross-channel success”
— Andrea Resmini and Luca Rosati
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
WAYFINDING
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
THERE IS NO SUCH A THING AS MOBILE CONTENT STRATEGY
image: abookapart.com
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
THE CHALLENGE
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
ADAPTIVE CONTENT
• Reusable• Strong structure• Independent of presentation layer• Metadata • Content Management System (CMS)
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
ADAPTIVE CONTENT
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
REUSABLE CONTENT
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
METADATA
image: http://dev.npr.org/#station-finder-api-examples
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
PROGRESSIVE DISCLOSURE
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
THE INTERNET IN YOUR PANTS
image: techpinions.com
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
THE FUTURE IS YESTERDAY
image: slashgear.com
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
BTW
image: flickr.com/photos/gregoryjordan
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
STEPHEN HAY
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
thank you.@albertatrebla
Illustration: Dan Willis
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the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
RESOURCES
Content Strategy for MobileKaren McGraneA Book Apart, 2011
Pervasive Information ArchitectureAndrea Resmini, Luca RosatiMorgan Kaufman, 2012
Android Design PatternsGreg NudelmanWiley, 2013
Information Foraging Theory: Adaptive Interaction with InformationPeter TirolliOxford University Press (USA), 2009
Fisher, J., Norris, S., & E. Buie (2012). Sense-making in Cross-channel Design. Journal of Information Architecture. Vol. 4, No. 1-2. journalofia.org/volume4/issue2/02-fisher/