#1NLab14: Reshaping Behavior
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Pete Amundson, One North Architect, and Jessica DeJong, Art Director, discuss how mobile has impacted users and their behavior across digital marketing platforms. From the 2014 Experience Lab: Reimagine Marketing. To watch a video of the presentation, visit http://bit.ly/1ygXR4w.
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#1NLab14: Reshaping Behavior
- 1. RESHAPING BEHAVIOR Mobile’s Impact on Users and Behavior
- 2. Jessica DeJong @jessdejong Pete Amundson @peteamundson
- 3. RESHAPING BEHAVIOR How many cat videos can we get away with including?
- 4. Responsive Social Media DIGITAL MARKETERS SEO Analytics UX Digital Brand MOBILE!
- 7. Mobile Web Browsing We’re spending more time on our phones and will be spending even more time as our world becomes more connected.
- 11. Mobile User Behaviors • 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
- 13. OK … SO I NEED A MOBILE STRATEGY
- 14. How do I do that?
- 15. Mobile Context is Both ... QUANTITATIVE • Screen Size • Connectivity • Device Capabilities • Processing Power • Input Methods + QUALITATIVE • User Goals • User Environment • User Attention • User Capabilities
- 16. TECHNOLOGY
- 17. Mobile is a Race to the Top • Larger screens • Faster processors • Higher data throughput
- 18. Capabilities – Geolocation • Get directions to an office • Find the closest office …also Personalization: • Show local navigation • Show local content • Show translated content
- 19. Capabilities – Contact & Calendar Add Calendar Invites Add Calendar Events Add Calendar To-dos Add Contacts
- 21. Capabilities – Phone • Click-to-call • It is a phone …seriously
- 22. On the Horizon ?
- 23. Start a task on mobile … finish on desktop (or vice versa) Continuity
- 24. 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
- 25. Continuity Don’t create barriers between mobile and desktop
- 27. APS
- 28. Native Apps
- 29. Native Mobile Apps • Most apps fail • The ones that don’t are primarily single-purpose apps – Twitter, Instagram, Weather, etc. • Links don’t open apps
- 30. 80% of branded apps don’t surpass 1,000 downloads
- 32. M.Dot • 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.
- 35. RWD Encourages • 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
- 36. 8 Tips for Implementing a Mobile Web Strategy
- 38. 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
- 39. #2 Design for Touch Inputs
- 42. #3 Pay Attention to Details
- 46. MENU
- 48. 4. Simplify Content Smaller screen = increased cognitive effort to consume content
- 49. Study of Facebook’s privacy policy with 5,789 words – Desktop: 39.18% comprehension – Mobile: 18.93% comprehension 4. Simplify Content
- 50. 4. Simplify Content If in doubt, leave it out!
- 52. 5. Optimize for 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
- 54. 6. Embrace scrolling We know users scroll … on all devices – Scroll to explore, click to make a decision
- 59. #8 Be Flexible
- 60. #8 Be Flexible
- 61. 8. Be Flexible The mobile space is a moving target.
- 62. 8. Be Flexible The mobile space is a moving target
- 63. TL;DR Mobile is a game changer
- 64. Best Practices Prioritize Performance Design for Touch Inputs Pay Attention to Detail Simplify Content Optimize Readability Embrace Scrolling Remember Context Be Flexible
- 65. Thank you!