The Big Learn - Mobile User Experience

1

Mobile User ExperienceApril 28, 2010

Elana Glazer

User Experience Strategist / Information Architect

elana.glazer@ogilvy.com

2

Agenda

• It’s a Mobile World

• 5 Mobile User Experience Best Practices

• How Mobile Can Be Used

3

Wake Up MorningCommute

Commute

Alarm goes of at 7:30

Turns on TV to weather channel

Reads morning newspaper

Checks traffic online

Hears a great new song on the radio during the commute to work

Checks email first thing when she gets to her desk

Calls a friend to find out the name of the song that she heard on her commute

Checks Facebook before leaving for lunch

Runs to her desk in between meetings to read emails

Listens to a CD and reads a book at lucnch

Afternoon

The “old” way

4

Wake Up MorningCommute Afternoon

The “new” way

Commute

The “old” way

Alarm goes of at 7:30

Turns on TV to weather channel

Reads morning newspaper

Checks traffic online

Hears a great new song on the radio during the commute to work

Checks email first thing when she gets to her desk

Calls a friend to find out the name of the song that she heard on her commute

Checks Facebook before leaving for lunch

Runs to her desk in between meetings to read emails

Listens to a CD and reads a book at lucnch

5

The “old” way

Wake Up MorningCommute Afternoon

The “new” way

And so much more…

Commute

Alarm goes of at 7:30

Turns on TV to weather channel

Reads morning newspaper

Checks traffic online

Hears a great new song on the radio during the commute to work

Checks email first thing when she gets to her desk

Calls a friend to find out the name of the song that she heard on her commute

Checks Facebook before leaving for lunch

Runs to her desk in between meetings to read emails

Listens to a CD and reads a book at lucnch

6

Mobile media is any media that can be accessed via a mobile device – cell phones (the most popoluar),

PDAs, iPads, etc

7

Most experts expect the mobile device to become

the primary method of accessing the web within approximately 4 years.

8

Why is mobile important to advertising

Right TimeMobile phones are the one

device consumers carry 24/7 so they provide brands with an

open-ended channel for one-on-one communication

Effective & Measurable

9

Why is mobile important to advertising

Right Person

Right Message

Ability to target individual consumers based on their location, handsets, interests and habit. This means more relevant messaging to

a more precise target

Right TimeEffective & Measurable

10

Why is mobile important to advertising

Right Person

Right Message

Measurable and flexibleMobile measurement tools allow

brands to see how their campaign is performing in real-time and

make adjustments

Right TimeEffective & Measurable

11

Why is mobile important to advertising

Right Person

Right Message

Measurable and flexibleAccommodates all mediaMobile devices can accommodate

all media – text, video, voice, photo, internet, etc.

Right TimeEffective & Measurable

12

5 MOBILE USER EXPERIENCE BEST PRACTICES

13

1. INNOVATIVE UI DESIGN

14

1. Innovative UI design

15

2. KEEP IT CLEAR, SIMPLE AND DIRECT

16

2. Keep it Clear, Simple and Direct

17

2. Keep it Clear, Simple and Direct

18

2. Keep it Clear, Simple and Direct

19

3. TAKE ADVANTAGE OF MOBILE (DEVICE) FUNCTIONALITY

20

3. Take advantage of mobile (device) functionality

SMS

21

3. Take advantage of mobile (device) functionality

SMS

VIDEO: Nike Interactive Billboardhttp://www.mobileinc.co.uk/2009/06/i-love-nikes-mobile-marketing/

22

3. Take advantage of mobile (device) functionality

MMS

23

3. Take advantage of mobile (device) functionality

MMS

VIDEO: Nike PHOTOiDwww.mobiadnews.com/?p=3749

24

3. Take advantage of mobile (device) functionality

Click 2 Call

25

3. Take advantage of mobile (device) functionality

LBS (Location Based Services)

26

3. Take advantage of mobile (device) functionality

Camera Input

VIDEO: R/GA Video: Ad Council That's Not Cool Mobile http://www.youtube.com/watch?v=eeGTc_-nVnU

27

3. Take advantage of mobile (device) functionality

Camera Input

28

3. Take advantage of mobile (device) functionality

Video

29

3. Take advantage of mobile (device) functionality

Accelerometer

30

3. Take advantage of mobile (device) functionality

Apps

31

4. INTEGRATE ACROSS MEDIA

32

4. Integrate Across Media

OOH TV Event Print POS Online

33

4. Integrate Across Media

OOH

34

4. Integrate Across Media

OOH

35

4. Integrate Across Media

OOH

36

4. Integrate Across Media

TV

37

4. Integrate Across Media

Event

The Seer Android App for the G1 superimposed real-time match data, news and useful venue information over the live video feed on the handset, using the phone's location to plot the view.

38

4. Integrate Across Media

Print

39

4. Integrate Across Media

POS

lorem

40

4. Integrate Across Media

Online

41

5. BE CLEAR ABOUT YOUR GOALS AND YOU HOW YOU MEASURE SUCCESS

42

5. Be clear about your goals and you how you measure success

Awareness Trial Affinity Consideration Advocacy

See Act Feel Think Say

43

5. Be clear about your goals and you how you measure success

Goal: Motivate China’s youth to be more involved in WWF’s biodiversity protection program.

Solution: Put wildlife’s fate in the hands of the target audience. Fist mobile application where a virtual bear interacts with the environment in real time. The app also turns you phone into an empowering tool to create real change.

44

Final Thoughts

1. Mobile can be used to augment traditional media

2. Mobile can drive traditional media to a digital experience

3. Mobile advertising can be used to drive to a mobile experience (site or app)

4. Interactive display media provides a digital experience without actually driving anywhere

45

46

Mobile Resources