Answering the Mobile Challenge - Squiz Scotland User Summit

Answering the Mobile Challenge!Alister Cattell!

What is ‘The Mobile Challenge’?!What are we trying to solve?!

Fundamental Shift in User Behaviour!•  Youʼre engaging with people on the

web!•  Theyʼre engaging with you on the

web!•  Core shift to engaging through mobile

devices!

Mobile usage!

Mobile v Desktop!

Stats!!•  There are more mobile phones than people in the UK!•  52% of UK mobile phones are smart phones!•  Smartphone sales overtook PC sales last year (2 years earlier than

expected)!•  There are over 6000 Android devices on the market!•  Tablet sales growing 378% year on year!

•  The number of smartphone searches doubles every two months!•  In 2010 Google became a ʻmobile-firstʼ company (develop sites and

tools on mobile first)!•  20% of all YouTube views are from a mobile device!•  49% of all PaddyPower bets are made from a mobile device!

Stats!!

•  “An average of 4 Ferraris are sold on a mobile phone every month”!

Device Proliferation!

•  Users browsing habits ARE changing!•  Smartphones, tablets.!•  iPhone? Could be Android. Might be a

Windows Phone. !•  … or the next big thing!•  Extremely fast moving area!

Mobile – Tough Crowd! !

•  Emotionally-charged channel!•  Significant effect on overall brand

perceptions and loyalty!•  “82% [of users] claim an app / site

needs to make a good first impression if they are to continue using it” !

Source: Econsultancy, June 2012

Source: Foolproof, April 2012

The Mobile Web?!

•  One-web mentality!•  Your content/brand/service is going to

go everywhere. !•  Plan for the flexible nature of the the

web, NOT for specific devices.!•  Future proofing!

What are our options?!

1.  Native Apps!2.  Bespoke mobile site!3.  One-web approach (responsive)!4.  Do nothing.!

Native Apps!Designed to run specifically on the deviceʼs operating system and use core functions!

•  Calculator!•  iTunes!•  Games!

Native Apps – Pros & Cons!

•  Pros!•  Offline capabilities More secure!•  Utilise the devices full capabilities !

•  Cons!•  Long release time!•  Device dependence!•  Specific skillsets required!

Mobile Specific Site!Separate site built to optimise the mobile experience!

Mobile Site – Pros & Cons!•  Pros!•  Total design control!•  HTML5 capabilities!•  More standard developer skills!

•  Cons!•  Separate silo of engagement!•  Higher overhead for ongoing maintenance!•  Potential variability between devices!

Responsive Design!Fluid layouts and flexible images that adapt according to

the size and orientation of the browser!

Responsive – Pros & Cons!•  Pros!•  Consistency across all devices!•  Single URL !•  Minimal additional resources required!•  Maximum availbility for users!

•  Cons!•  Still need to plan for device variation!•  Consider the size of your page!

Conclusion – Usability!!

•  Donʼt recreate your entire web offering. !

•  Focus on what will bring the most value in a mobile context !

•  Focus on understanding your users’ expectations and behavior, and iterate!

Conclusion !

•  Plan strategically to deliver your goals.!

•  Constantly evolving – Responsive is a clear starting point for most orgs!