Deviceism #deviceism
Deviceism: Solving the Small Screen Problem
Jan 15, 2015
In this talk I make the case for embracing mobile as an opportunity not just a constraint. Using real world examples and data on mobile usage patterns, I demonstrate the prominence and effect of 'device deserts' and the importance of considering intent, not just context when creating mobile experiences.
Working with marketing departments day to day I regularly run into the misconception that mobile experiences should be less robust than their non-mobile equivalents. Often this idea is expressed by someone saying "People won't do that on a phone.” This talk explores why this is a short-sided argument that is as silly as saying “People from Kansas aren’t interested in skiing."
As mobile strategists we spend a lot of time talking about context when it’s really user intent that drives interaction. It doesn’t matter where someone is or what device is near them, they still want the same stuff. If we can embrace intent over context, we will better understand what users really need from their small screens.
Working with marketing departments day to day I regularly run into the misconception that mobile experiences should be less robust than their non-mobile equivalents. Often this idea is expressed by someone saying "People won't do that on a phone.” This talk explores why this is a short-sided argument that is as silly as saying “People from Kansas aren’t interested in skiing."
As mobile strategists we spend a lot of time talking about context when it’s really user intent that drives interaction. It doesn’t matter where someone is or what device is near them, they still want the same stuff. If we can embrace intent over context, we will better understand what users really need from their small screens.
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Transcript
Deviceism #deviceism
de· vice· ism /di’vīsizəm/
noun
!
!
!
!
Prejudice, discrimination, or antagonism directed against the validity of a use case on based on screen size.
#deviceism | @McAtoms
Well… Why not?
People won’t do that on mobile…
#deviceism | @McAtoms
Reasons People Don’t Do Things.
Complicated
They Can’t
Too Difficult Hard to Understand
Rather be doing something else
Time Consuming
Driving
They’re Out/Busy
Touch ScreensNo keyboard No Mouse
Screen is too small
#deviceism | @McAtoms
They Don’t Want To
Reasons People Don’t Do Things.
Complicated
They Can’t
Too Difficult Hard to Understand
Rather be doing something else
Time Consuming
Driving
They’re Out/Busy
Touch ScreensNo keyboard No Mouse
Screen is too small
#deviceism | @McAtoms
They Don’t Want To
Reasons People Don’t Do Things.
Complicated
They Can’t
Too Difficult Hard to Understand
Rather be doing something else
Time Consuming
Driving
They’re Out/Busy
Touch ScreensNo keyboard No Mouse
Screen is too small
#deviceism | @McAtoms
They Don’t Want To
Reasons People Don’t Do Things.
Complicated
They Can’t
Too Difficult Hard to Understand
Rather be doing something else
Time Consuming
Driving
They’re Out/Busy
Touch ScreensNo keyboard No Mouse
Screen is too small
#deviceism | @McAtoms
They Don’t Want To
They’re Out/Busy They Don’t Want To
They’re Out/Busy They Don’t Want To
context intent
People won’t do that on mobile…
#deviceism | @McAtoms
Context _______. Intent ____ ___.
Chapter 1People won’t do that on mobile…
#deviceism | @McAtoms
Who Are These People?How do we categorize these people….
People won’t do that on mobile… #deviceism | @McAtoms
Interests
Employment
Age
Affluence
Ethnicity
Gender
Who Are These People?How do we categorize these people….
People won’t do that on mobile… #deviceism | @McAtoms
Demographics.
People won’t do that on mobile… #deviceism | @McAtoms
Where someone is. What they want to do. What devices they use. What they care about.
Demographics.
People won’t do that on mobile… #deviceism | @McAtoms
Where someone is. What they want to do. What devices they use. What they care about.
Demographics.
context & intent
People won’t do that on mobile… #deviceism | @McAtoms
Right?
People won’t do that on mobile… #deviceism | @McAtoms
Where People Use Their Devices
31%
69%
Computer
40%60%
Phone
21%
79%
Tablet
Out of Home At Home
People won’t do that on mobile… #deviceism | @McAtoms
Where People Use Their Smartphone
0%
23%
45%
68%
90%
Waiting Bed Bathroom TV Commuting Social Events Shopping
43%46%57%61%
75%81%83%
People won’t do that on mobile… #deviceism | @McAtoms
Where People Use Their Smartphone
0%
23%
45%
68%
90%
Waiting Bed Bathroom TV Commuting Social Events Shopping
43%46%57%61%
75%81%83%
People won’t do that on mobile… #deviceism | @McAtoms
25% < Liars
Where People Use Their Smartphone
0%
23%
45%
68%
90%
Waiting Bed Bathroom TV Commuting Social Events Shopping
43%46%57%61%
75%81%83%
People won’t do that on mobile… #deviceism | @McAtoms
25% < Liars
Demographics
http://bit.ly/mobileonly
Mobile as Primary Internet Device
45% 51%42% 40%
Age 18 - 29 African Americans Hispanic Americans Low Income Adults
People won’t do that on mobile… #deviceism | @McAtoms
Device Deserts
Conclusion: All People use their devices anywhere.
People won’t do that on mobile… #deviceism | @McAtoms
Demographics are a horrible way to predict context.
People won’t do that on mobile… #deviceism | @McAtoms
Demographics are a horrible way to predict context.
But what about intent?
People won’t do that on mobile… #deviceism | @McAtoms
Chapter 2People won’t do that on mobile
#deviceism | @McAtoms
What is THAT?
People won’t do that on mobile… #deviceism | @McAtoms
THAT = intent.
People won’t do that on mobile… #deviceism | @McAtoms
Intent on Mobile (Defined by Google and @LukeW)
Lookup / Find
Explore / Play
Check In / Status
Edit / Create
People won’t do that on mobile… #deviceism | @McAtoms
Intent on Mobile (Defined by Google and @LukeW)
Lookup / Find
Explore / Play
Check In / Status
Edit / Create
(urgent) (repeat)
(bored)(urgent, bored)
People won’t do that on mobile… #deviceism | @McAtoms
Intent on Mobile (Defined by Google and @LukeW)
Lookup / Find
Explore / Play
Check In / Status
Edit / Create
Intent Online
(urgent) (repeat)
(bored)(urgent, bored)
People won’t do that on mobile… #deviceism | @McAtoms
Intent doesn’t change based on device.
People won’t do that on mobile… #deviceism | @McAtoms
How People Use Their Devices
People won’t do that on mobile… #deviceism | @McAtoms http://bit.ly/1jphcJu
How People Use Their Devices
Sequential Usage Simultaneous Usage
People won’t do that on mobile… #deviceism | @McAtoms http://bit.ly/1jphcJu
Sequential Usage
90%
People won’t do that on mobile… #deviceism | @McAtoms http://bit.ly/1jphcJu
Use multiple devices sequentially to complete a single task.
Sequential Usage
90%
People won’t do that on mobile… #deviceism | @McAtoms http://bit.ly/1jphcJu
Most Popular Activities: • Browsing • Social • Shopping • Search • Finances • Trip Planning • Video
Device Breakdown
60%
Phone Computer Tablet
9%
31%
60%
Where People Start:
10%
33% 57%
SearchTrip PlanningShopping
What People Do:
Sequential Usage
People won’t do that on mobile… #deviceism | @McAtoms http://bit.ly/1jphcJu
Simultaneous Usage
22%
78%
Multi-TaskingComplementary
People won’t do that on mobile… #deviceism | @McAtoms http://bit.ly/1jphcJu
Multitasking: Different tasks Watching Video + Emailing
!
Complementary: Related tasks Watching TV + Tweeting about it.
Most Popular Activities: • Email • Browsing • Social • Gaming • Search • Work • Video
Simultaneous Usage
22%
78%
Multi-TaskingComplementary
People won’t do that on mobile… #deviceism | @McAtoms http://bit.ly/1jphcJu
0%
23%
45%
68%
90%
Phone + TV Phone + PC PC + TV
66%66%81%
57%
Phone as Companion
Simultaneous UsageDevice Breakdown
People won’t do that on mobile… #deviceism | @McAtoms http://bit.ly/1jphcJu
Won’t do that.
People won’t do that on mobile… #deviceism | @McAtoms
Shopping?
26%
Black Friday Mobile Sales
50%+
Active Monthly Mobile Users
Amazon, eBay, Groupon, Starbucks,
Victoria Secret
41%
Users have made a purchase on mobile
People won’t do that on mobile… #deviceism | @McAtoms http://bit.ly/RdI98n
Writing?
75%
Email: Active Monthly
Mobile Users
78%
Facebook: Active Monthly
Mobile Users
76%
Twitter: Active Monthly
Mobile Users
People won’t do that on mobile… #deviceism | @McAtoms
Email from @louisck535 word, 2,862 character
People won’t do that on mobile… #deviceism | @McAtoms
Conclusion: People will do anything with any device - as long as they are able.
People won’t do that on mobile… #deviceism | @McAtoms
Chapter 3People won’t do that on mobile…
image by @lukew #deviceism | @McAtoms
What is Mobile?
People won’t do that on mobile… #deviceism | @McAtoms
What is Mobile?
People won’t do that on mobile… #deviceism | @McAtoms
Is it this?
People won’t do that on mobile… #deviceism | @McAtoms
Or This?
People won’t do that on mobile… #deviceism | @McAtoms
How about this?
People won’t do that on mobile… #deviceism | @McAtoms
It doesn't matter.
People won’t do that on mobile… #deviceism | @McAtoms
People won’t do that on mobile… #deviceism | @McAtoms
Because.
People won’t do that on mobile… #deviceism | @McAtoms
People: Use their devices anywhere. Use them interchangeably. Use them to do whatever they want.
People won’t do that on mobile…
People won’t do that on mobile… #deviceism | @McAtoms
People won’t do that on mobile…
Context Changes. Intent Does Not.
People won’t do that on mobile…
People won’t do that on mobile… #deviceism | @McAtoms
Design for Intent.
People won’t do that on mobile… #deviceism | @McAtoms
Chapter 4Designing For Intent
#deviceism | @McAtoms
Make it easy for people to do the things they want to do.
Context Changes, Intent Does Not. #deviceism | @McAtoms
Make it easy for people to do the things they want to do.(And we want them to do…)
Context Changes, Intent Does Not. #deviceism | @McAtoms
What do people want?
Context Changes, Intent Does Not. #deviceism | @McAtoms
Hierarchy of Values
Context Changes, Intent Does Not. #deviceism | @McAtoms
Hierarchy of Values
FEATURES !
FUNCTION !
AESTHETIC
Context Changes, Intent Does Not. #deviceism | @McAtoms
LONG-TERM VALUESHORT-TERM VALUE
Hierarchy of Values
FEATURES !
FUNCTION !
AESTHETIC
PERCEPTION SUBSTANCE
Context Changes, Intent Does Not. #deviceism | @McAtoms
LONG-TERM VALUESHORT-TERM VALUE
Hierarchy of Values
FEATURES !
FUNCTION !
AESTHETIC
3
2
1
PERCEPTION SUBSTANCE
Context Changes, Intent Does Not. #deviceism | @McAtoms
LONG-TERM VALUESHORT-TERM VALUE
Hierarchy of Values
FEATURES !
FUNCTION !
AESTHETIC
1
2
3
3
2
1
PERCEPTION SUBSTANCE
Context Changes, Intent Does Not. #deviceism | @McAtoms
Context Changes, Intent Does Not. #deviceism | @McAtoms
Context Changes, Intent Does Not. #deviceism | @McAtoms
LONG-TERM VALUESHORT-TERM VALUE
Hierarchy of User Values
FEATURES !
FUNCTION !
AESTHETIC
1
2
3
3
2
1
PERCEPTION SUBSTANCE
Context Changes, Intent Does Not. #deviceism | @McAtoms
LONG-TERM VALUESHORT-TERM VALUE
Hierarchy of User Values
FEATURES !
FUNCTION !
AESTHETIC
1
2
3
3
2
1
PERCEPTION SUBSTANCE
Context Changes, Intent Does Not. #deviceism | @McAtoms
LONG-TERM VALUESHORT-TERM VALUE
Hierarchy of User Values
FEATURES !
FUNCTION !
AESTHETIC
1
2
3
3
2
1
PERCEPTION SUBSTANCE
Context Changes, Intent Does Not. #deviceism | @McAtoms
Mobile Features Features People Want
Context Changes, Intent Does Not. #deviceism | @McAtoms
Mobile Features Features People Want
Logo!Phone #!Location!Hours!
Products
Shopping Cart
Customer Service
Product Reviews
Tech Support
Sign Up Forms
Event Calendar
Company Directory
Blog / NewsLive Chat
Context Changes, Intent Does Not. #deviceism | @McAtoms
Mobile Features Features People Want
Logo!Phone #!Location!Hours!
Products
See Full Site Link
Shopping Cart
Customer Service
Product Reviews
Tech Support
Sign Up Forms
Event Calendar
Company Directory
Blog / NewsLive Chat
Context Changes, Intent Does Not. #deviceism | @McAtoms
Features People Want
Logo!Phone #!Location!Hours!
Products
Shopping Cart
Customer Service
Product Reviews
Tech Support
Sign Up Forms
Event Calendar
Company Directory
Blog / NewsLive Chat
Context Changes, Intent Does Not. #deviceism | @McAtoms
Context Changes, Intent Does Not. #deviceism | @McAtoms
Deviceism makes people feel abandoned and ignored.
People remember how you make them feel.
Context Changes, Intent Does Not. #deviceism | @McAtoms
Deviceism makes people feel abandoned and ignored.
People remember how you make them feel.
Context Changes, Intent Does Not. #deviceism | @McAtoms
Make them Feel Great.
Deviceism makes people feel abandoned and ignored.
Understand and support intent.
Context Changes, Intent Does Not. #deviceism | @McAtoms
If someone intends to: They they will want:
Buy a Product…
Watch a Video… Clear value in watching, Entertainment, Playback Controls, etc…
Features & benefits, Product Info, Secure Checkout, Shipping Info, etc…
Fill out a Form… Easy to understand fields, easy to enter data, meaningful error messages, etc…
Context Changes, Intent Does Not. #deviceism | @McAtoms
Context Changes. !
Intent Does Not.
Context Changes, Intent Does Not. #deviceism | @McAtoms
Context Changes. !
Intent Does Not.
Context Changes, Intent Does Not. #deviceism | @McAtoms
Mobile is a context.
Design for intent.
Context Changes, Intent Does Not. #deviceism | @McAtoms
Thanks!Adam Mc
!
amccrim.com | @McAtoms
#deviceism
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