John Pettengill An Internet Watered Down or, how to save the mobile web
May 15, 2015
John Pettengill
An Internet Watered Downor, how to save the mobile web
Hi, I’m John.
An Internet Watered Down / Page 2Photo by red5standingby (flickr)
I work at Razorfish
in New York.
Hi, I’m John.
An Internet Watered Down / Page 3Photo by red5standingby (flickr)
I used to be
a graphic designer.
An Internet Watered Down / Page 4Photo by Ross Franklin
a math guy.
I used to be
a graphic designer.
An Internet Watered Down / Page 5Photo by Stuart Pilbrow
a math guy.
a big geek.
I used to be
a graphic designer.
An Internet Watered Down / Page 6Photo by spike55151 (flickr)
and sci-fi lover.
Now I’m mostly
an Information Architect
An Internet Watered Down / Page 7Photo by Sharyn Morrow
I’ve seen.
I’m pretty disappointed
with the mobile websites
An Internet Watered Down / Page 8Photo by Emran Kassim
but with less.
They’re just like
the “regular” website,
An Internet Watered Down / Page 9Photo by sgrace (flickr)
but with less content.
They’re just like
the regular website, the “regular” website,
An Internet Watered Down / Page 10Photo by sgrace (flickr)
but with less ways to
They’re just like
the regular website,
navigate the content.
the “regular” website,
An Internet Watered Down / Page 11Photo by sgrace (flickr)
but with less functionality.
They’re just like
the regular website, the “regular” website,
An Internet Watered Down / Page 12Photo by sgrace (flickr)
You get the idea.
Don’t assume a 1:1 relationship between a site and its mobile
extension.
An Internet Watered Down / Page 13Photo by Emran Kassim
But our users don’t deserve
less on the mobile web.
An Internet Watered Down / Page 14Photo by Thomas Hawk
They deserve more.
But our users don’t deserve
less on the mobile web.
An Internet Watered Down / Page 15Photo by Thomas Hawk
So let’s give it to them.
They deserve more.
But our users don’t deserve
less on the mobile web.
An Internet Watered Down / Page 16Photo by Thomas Hawk
Let’s stop treating mobile
site builds as an afterthought.
An Internet Watered Down / Page 17Photo by Pete Jordan
No more
watered down internets.
Let’s stop treating mobile
site builds as an afterthought.
An Internet Watered Down / Page 18Photo by Pete Jordan
1 / The Problemor, how our idea of “The Mobile Web” is flawed.
2 / The Solution or, we have opportunities outside of the web as we know it.
3 / The Case Studiesor, what everyone else is doing.
4 / The Wrap Up or, what you should take away from all of this.
An Internet Watered Down / Page 19
An Internet Watered Down / The Problem / Page 20
1 / The Problem
The World Wide Web is
trying to become a local tool.
An Internet Watered Down / The Problem / Page 21Photo by Amy van der Hiel
But it isn’t.
An Internet Watered Down / The Problem / Page 22http://eventful.com
Never was.
An Internet Watered Down / The Problem / Page 23http://yelp.com/nyc
Never will be.
An Internet Watered Down / The Problem / Page 24http://newyork.craigslist.org
And we do need them.
These sites are still great.
An Internet Watered Down / The Problem / Page 25
But these sites are not
part of the mobile web.
And we do need them.
These sites are still great.
An Internet Watered Down / The Problem / Page 26
But these sites are not
part of the mobile web.
Mobile optimized versions of
these aren’t the mobile web.
And we do need them.
These sites are still great.
An Internet Watered Down / The Problem / Page 27
users the same old internet.
They’re just offering
An Internet Watered Down / The Problem / Page 28Photos by Ian Muttoo
functionality.
Which features broad content
and powerful (but general)
An Internet Watered Down / The Problem / Page 29Photos by Ian Muttoo
Which just doesn’t
work on a phone.
An Internet Watered Down / The Problem / Page 30Photos by Laura Thorne
Which just doesn’t
work on a phone.
fit onto a phone.
An Internet Watered Down / The Problem / Page 31Photos by Laura Thorne
Which just doesn’t
work on a phone.
fit onto a phone.
make sense on a phone.
An Internet Watered Down / The Problem / Page 32Photos by Laura Thorne
as your home computer.
Your phone is not the same
An Internet Watered Down / The Problem / Page 33Photos by Aaron Landry and Joe Hatfield
Home computers have
large displays
full-size keyboards
fast connections
users chillaxing in pjs
An Internet Watered Down / The Problem / Page 34Photo by Joe Hatfield
And consequently,
the internet can be sloppy.
An Internet Watered Down / The Problem / Page 35Photo by Joe Hatfield
Phones have
small displays
tiny keyboards
multitasking users
An Internet Watered Down / The Problem / Page 36Photo by Aaron Landry
And as a result,
the mobile internet
cannot be sloppy.
An Internet Watered Down / The Problem / Page 37Photo by Aaron Landry
So if these two are so different,
why are we giving our users
the same thing?
Users are in two completely
different states at home vs being out
and about.
An Internet Watered Down / The Problem / Page 38Photo by rmkoske (flickr)
It’s no lie that content
works on a cell phone.
An Internet Watered Down / The Problem / Page 39Photo by Aaron Landry
But that’s
not really the point.
An Internet Watered Down / The Problem / Page 40Photo by Aaron Landry
We have a powerful,
locationally aware,
communication holy grail.
An Internet Watered Down / The Problem / Page 41Photo by Dushaun (flickr)
And we’re using it
to play sudoku
and read the Times.
An Internet Watered Down / The Problem / Page 42Photo by Dushaun (flickr)
It’s like asking Frank Gehry
to build a birdhouse.
An Internet Watered Down / The Problem / Page 43Photo by juandesant (flickr)
It’s a waste of time.
It’s like asking Frank Gehry
to build a birdhouse.
An Internet Watered Down / The Problem / Page 44Photo by juandesant (flickr)
And honestly,
that’s what mobiles do.
Mobiles fill up our dead time.
Find opportunities outside of the “dead time” in pain points a user faces everyday.
An Internet Watered Down / The Problem / Page 45Photo by juandesant (flickr)
They’ve become
our book.
An Internet Watered Down / The Problem / Page 46Photo by Reeding Lessons (flickr)
Our TV.
They’ve become
our book.
An Internet Watered Down / The Problem / Page 47Photo by Alexandre Jorge
Our Nintendo.
Our TV.
They’ve become
our book.
An Internet Watered Down / The Problem / Page 48Photo by Shahid Sarker
But we’re repeating
categories when we should be
forging new ones.
Making content available on mobiles is the baseline. Let’s
strive to perform above it.
An Internet Watered Down / The Problem / Page 49Photo by Shahid Sarker
Especially when your phone
has something your
home computer does not.
An Internet Watered Down / The Problem / Page 50Photo by Aaron Landry
Context.
An Internet Watered Down / The Problem / Page 51Photo by Aaron Landry
We may have realized
that the mobile space
is changing.
An Internet Watered Down / The Problem / Page 52Photo by Scott Ableman
We may have realized
that the mobile space
is changing our lives.
An Internet Watered Down / The Problem / Page 53Photo by Scott Ableman
understand what that means yet.
But most businesses don’t
We may have realized
that the mobile space
is changing our lives.
An Internet Watered Down / The Problem / Page 54Photo by Scott Ableman
Because they’re still
asking us for this.
An Internet Watered Down / The Problem / Page 55
Because they’re still
asking us for this.
Let’s do one better.
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Let’s give them this.
An Internet Watered Down / The Problem / Page 57Photo by Karl Tate
We are going to
hyperlink the world.
An Internet Watered Down / The Problem / Page 58http://flickr.com
An Internet Watered Down / The Solution / Page 59
2 / The Solution
So you’re at the
grocery store
An Internet Watered Down / The Solution / Page 60Photo by Jacob Patton
‘cause you got a killer
case of the donut munchies,
An Internet Watered Down / The Solution / Page 61Photo by Belinda Hankins Miller
but the line is super
long,
An Internet Watered Down / The Solution / Page 62Photo by Sean Bonner
but the line is super
long (which sucks),
An Internet Watered Down / The Solution / Page 63Photo by Sean Bonner
there’s a screaming kid, like,
right in front of you,
An Internet Watered Down / The Solution / Page 64Photo by Ben McLeod
and apparently Reese
Witherspoon and
Ryan Phillippe split up.
An Internet Watered Down / The Solution / Page 65Photo by Laura Mundee
Now find your credit card.
An Internet Watered Down / The Solution / Page 66Photo by Mike v
And next? You have
to use this machine to pay.
An Internet Watered Down / The Solution / Page 67Photo by Jason Eppink
This credit card reader is
no one’s preferred tool.
And next? You have
to use this machine to pay.
An Internet Watered Down / The Solution / Page 68Photo by Jason Eppink
Most of us would prefer
to use our own tool.
This credit card reader is
no one’s preferred tool.
And next? You have
to use this machine to pay.
An Internet Watered Down / The Solution / Page 69Photo by Jason Eppink
A tool that probably looks
something like this.
An Internet Watered Down / The Solution / Page 70Photo by Sébastien Barré
And just like that,
we killed
Saturday morning budgeting.
Combine tasks that are separate, but
shouldn’t be.
An Internet Watered Down / The Solution / Page 76
Not to mention digital
coupon delivery, reward
programs, and skipping the
formal check-out process.
An Internet Watered Down / The Solution / Page 77Photo by Bruce Turner
The needs of users
change depending on whether
or not they’re at home.
An Internet Watered Down / The Solution / Page 78Photo by Amy van der Hiel
When you’re at home
Barnes & Noble has
a robust site where you can
find a store or buy books.
An Internet Watered Down / The Solution / Page 79Photo by Nick Humphries
And when you’re out,
the site can still be
a good resource.
An Internet Watered Down / The Solution / Page 80Photo by Mo Riza
But what about when you’re
at a Barnes & Noble?
An Internet Watered Down / The Solution / Page 81Photo by Michael Dunn
Can you search for
a book actually at that
Barnes and Noble?
An Internet Watered Down / The Solution / Page 82Photo by Christian Guthier
And get taken right to it?
Can you search for
a book actually at that
Barnes and Noble?
An Internet Watered Down / The Solution / Page 83Photo by Christian Guthier
Can you preview CDs using
your mobile?
An Internet Watered Down / The Solution / Page 84Photo by Raymond Yee
Can you order a latté refill
without having to pack up
all of your things?
An Internet Watered Down / The Solution / Page 85Photo by Jeff Kole
An Internet Watered Down / The Case Studies / Page 94
3 / The Case Studies
Michael loves going
to his local Starbucks.
An Internet Watered Down / The Case Studies / Page 95Photo by Jason Rogers
Sometimes he hears music
he likes when he’s there.
Michael loves going
to his local Starbucks.
An Internet Watered Down / The Case Studies / Page 96Photo by Jason Rogers
Apple & Starbucks have
teamed up. The iPhone can now
show coffee drinkers the last
song played at the store.
An Internet Watered Down / The Case Studies / Page 97Photo by Pinot Dita
And, conveniently, Apple has a
music store where you
can download the songs.
An Internet Watered Down / The Case Studies / Page 98Photo by Pinot Dita
Starbucks is giving users timely
information, and tools
specific to their environment.
Mobile extensions can have nothing to do with your
business yet still fit your brand.
An Internet Watered Down / The Case Studies / Page 99Photo by Pinot Dita
They did this without NFC.
And without GPS.
An Internet Watered Down / The Case Studies / Page 100Photo by Karl Baron
They did this without NFC.
So no more excuses.
And without GPS.
An Internet Watered Down / The Case Studies / Page 101Photo by Karl Baron
Shazam didn’t need any.
An Internet Watered Down / The Case Studies / Page 102Shazam (iPhone App)
Neither did Amazon.
An Internet Watered Down / The Case Studies / Page 103Amazon Mobile (iPhone App)
And certainly not Urbanspoon.
Do one thing and do it well.
An Internet Watered Down / The Case Studies / Page 104Chipotle Mobile Ordering (iPhone App)
Any way you look at it,
the way mobiles fit into our
lives is changing.
An Internet Watered Down / The Case Studies / Page 105Photo by Thomas Hawk
An Internet Watered Down / The Wrap Up / Page 106
4 / The Wrap Up
I’m not saying that
your mobile is
some kind of magic wand.
An Internet Watered Down / The Wrap Up / Page 107Photo by Amancay Maahs
I’m not saying that
your mobile is
some kind of magic wand.
But I kinda am.
An Internet Watered Down / The Wrap Up / Page 108
If we’re hyperlinking
the world, then
a mobile will be our mouse.
An Internet Watered Down / The Wrap Up / Page 109Photo by Ross Franklin
It’s our tool and translator
for accessing a hidden world
of information,
which is lurking all around us.
An Internet Watered Down / The Wrap Up / Page 110Photo by Carolyn Barnes
Retail brands
can offer powerful mobile
brand extensions.
An Internet Watered Down / The Wrap Up / Page 111Photo by Pinot Dita
Giving us a playful way
of discovering
and getting things done.
An Internet Watered Down / The Wrap Up / Page 112Photo by Pinot Dita
Giving us a playful way
of discovering
and getting things done.
On our own terms.
An Internet Watered Down / The Wrap Up / Page 113Photo by Pinot Dita
Stand alone apps like
Wikitude prove that this
revolution may be served to us
bottom up.
An Internet Watered Down / The Wrap Up / Page 114Wikitude (Android App)
Some things to remember:
An Internet Watered Down / The Wrap Up / Page 115Photo by George Morgan
Don’t assume a 1:1 relationship between a site and its mobile
extension.
An Internet Watered Down / The Wrap Up / Page 116Photo by George Morgan
Users are in two completely
different states at home vs being out
and about.
Don’t assume a 1:1 relationship between a site and its mobile
extension.
An Internet Watered Down / The Wrap Up / Page 117Photo by George Morgan
Users are in two completely
different states at home vs being out
and about.
Don’t assume a 1:1 relationship between a site and its mobile
extension.
Making content available on mobiles is the baseline. Let’s
strive to perform above it.
An Internet Watered Down / The Wrap Up / Page 118Photo by George Morgan
Do one thing and do it well.
Users are in two completely
different states at home vs being out
and about.
Don’t assume a 1:1 relationship between a site and its mobile
extension.
Making content available on mobiles is the baseline. Let’s
strive to perform above it.
An Internet Watered Down / The Wrap Up / Page 119Photo by George Morgan
Do one thing and do it well.
Combine tasks that are separate, but
shouldn’t be.
Users are in two completely
different states at home vs being out
and about.
Don’t assume a 1:1 relationship between a site and its mobile
extension.
Making content available on mobiles is the baseline. Let’s
strive to perform above it.
An Internet Watered Down / The Wrap Up / Page 120Photo by George Morgan
Do one thing and do it well.
Combine tasks that are separate, but
shouldn’t be.
Users are in two completely
different states at home vs being out
and about.
Don’t assume a 1:1 relationship between a site and its mobile
extension.
Making content available on mobiles is the baseline. Let’s
strive to perform above it.
Find opportunities outside of the “dead time” in pain points a user faces everyday.
An Internet Watered Down / The Wrap Up / Page 121Photo by George Morgan
Do one thing and do it well.
Combine tasks that are separate, but
shouldn’t be.
Users are in two completely
different states at home vs being out
and about.
Don’t assume a 1:1 relationship between a site and its mobile
extension.
Making content available on mobiles is the baseline. Let’s
strive to perform above it.
Find opportunities outside of the “dead time” in pain points a user faces everyday.
Mobile extensions can have nothing to do with your
business yet still fit your brand.
An Internet Watered Down / The Wrap Up / Page 122Photo by George Morgan
Do one thing and do it well.
Combine tasks that are separate, but
shouldn’t be.
Users are in two completely
different states at home vs being out
and about.
Brand extensions can add much needed serendipity to a
static world.
Don’t assume a 1:1 relationship between a site and its mobile
extension.
Making content available on mobiles is the baseline. Let’s
strive to perform above it.
Find opportunities outside of the “dead time” in pain points a user faces everyday.
Mobile extensions can have nothing to do with your
business yet still fit your brand.
An Internet Watered Down / The Wrap Up / Page 123Photo by George Morgan
We shouldn’t be giving users
watered down websites.
An Internet Watered Down / The Wrap Up / Page 124Photo by Pete Jordan
Stop trying to guess
what the user wants to do.
We shouldn’t be giving users
watered down websites.
An Internet Watered Down / The Wrap Up / Page 125Photo by Pete Jordan
Stop trying to guess
what the user wants to do.
Instead focus on
where the user is doing it.
We shouldn’t be giving users
watered down websites.
An Internet Watered Down / The Wrap Up / Page 126Photo by Pete Jordan
How will locationally aware
mobiles change:
gaming
social networks
everything else
An Internet Watered Down / The Wrap Up / Page 127Photo by Pete Jordan
John Pettengill
An Internet Watered Downor, how to save the mobile web
Thank you.