image: flickr.com/photos/gregoryjordan the web you were used to is gone @albertatrebla THE WEB YOU WERE USED TO IS GONE Architecture and strategy for your mobile content alberta soranzo | @albertatrebla
The web you were used to is gone. Architecture and strategy for your mobile content. (v2)
Jan 27, 2015
*Updated version—delivered as in-agency talk on 9/24 in Bristol, UK*
Information architecture and content strategy are the foundation of any website but, when it comes to mobile, they can literally mean the life or death of a product.
The truth is that even the best-designed and well-engineered mobile products can still fail if their IA is not sound, and that’s because mobile information architecture doesn’t only define the structure of content, but also determines how users will interact with it. And speaking of content, do you know what content should go on your mobile sites and apps? Are your users finding what they came for?
In this talk we will take a look at the thought process that drives mobile content strategy, the specific challenges and opportunities of the mobile space and how information architecture and content strategy contribute to the creation of outstanding mobile experiences.
Information architecture and content strategy are the foundation of any website but, when it comes to mobile, they can literally mean the life or death of a product.
The truth is that even the best-designed and well-engineered mobile products can still fail if their IA is not sound, and that’s because mobile information architecture doesn’t only define the structure of content, but also determines how users will interact with it. And speaking of content, do you know what content should go on your mobile sites and apps? Are your users finding what they came for?
In this talk we will take a look at the thought process that drives mobile content strategy, the specific challenges and opportunities of the mobile space and how information architecture and content strategy contribute to the creation of outstanding mobile experiences.
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image: flickr.com/photos/gregoryjordan
the web you were used to is gone @albertatrebla
THE WEB YOU WERE USED TO IS GONEArchitecture and strategy for your mobile content
alberta soranzo | @albertatrebla
the web you were used to is gone @albertatrebla
REMEMBER THE INTERNET?
image: wtfjeans.com
the web you were used to is gone @albertatrebla
THE INTERNET IS IN YOUR PANTS
image: wtfjeans.com
the web you were used to is gone @albertatrebla
WHAT IS MOBILE?
image: huffingtonpost.com (Alamy)
the web you were used to is gone @albertatrebla
MOBILE USAGE STATISTICS
• 86% of mobile internet users use their device while watching TV.
• By 2014, mobile internet usage will overtake desktop internet usage.
• Adults spend more time on mobile media than they do on newspapers and magazines combined.
source: pocketyourshop.wordpress.com
the web you were used to is gone @albertatrebla
MOBILE ONLY PAGEVIEWS
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image: flickr.com/photos/guidedbycthulhu
WHAT IS MOBILE?
the web you were used to is gone @albertatrebla
MOBILE WEB STATISTICS
• 99% of smartphone owners use their mobile browser at least once a day.
• 46% of consumers will NOT return to a mobile site that is not working properly.
• 39% of business do nothing to make site mobile-ready.
• 74% of consumers will wait 5 seconds for a web page to load on their mobile device before abandoning the site.
• 18% of all web traffic in the U.S. is mobile traffic. That number skyrockets to 24% in Africa, and 30% in Asia. This is up 192.5% since 2011.
source: pocketyourshop.wordpress.com
the web you were used to is gone @albertatrebla
MOBILE ONLY USERS
source: mobithinking.com
the web you were used to is gone @albertatrebla
MOBILE SEARCH STATISTICS
• 95% of mobile users use their devices for local search.
• 52% of all local searches are done from a mobile device.
• 9 out of 10 mobile phone searches result in a purchase or visit.
• 3 out of every 5 searches are conducted on a mobile device.
source: pocketyourshop.wordpress.com
the web you were used to is gone @albertatrebla
DIRECTV
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DIRECTV
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DO YOU HAVE A WEBSITE?
“You need to get your content onto mobile devices. Period.” — Karen McGrane
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WHO DECIDES WHAT MATTERS?
image: flickr.com/photos/d_space
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MOBILE IS SOCIAL
image: flickr.com/photos/strandloper/
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MOBILE ONLY FACEBOOK
source: allfacebook.com
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HOW WE USE THE INTERNET
“If people want to do something on the internet, they will want to do it using their mobile device. Period.” — Karen McGrane
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WHAT ABOUT CONTEXT?
image: flickr.com/photos/kattebelletje/
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WHAT ABOUT CONTEXT?
image: flickr.com/photos/piblet
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ONE SITE
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MANY DEVICES
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image: flickr.com/photos/cannedtuna
THERE IS NO SUCH A THING AS MOBILE IA
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WHAT IS IA?
The structural design of shared information environments.
source: en.wikipedia.org/wiki/Information_architecture
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CROSS-CHANNEL IA BLUEPRINT
image: tylertate.com/blog/2012/02/21/cross-channel-ia-blueprint.html
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image: journalofia.org/volume1/issue1/02-brugnoli/jofia-0101-02-brugnoli.pdf
TOUCHPOINTS MATRIX
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WHAT DOES IA DO?
IA interprets information and expresses distinctions between signs and systems of signs and involves the categorization of information into a coherent structure.
source: en.wikipedia.org/wiki/Information_architecture
the web you were used to is gone @albertatrebla
DESKTOP
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TABLET
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MOBILE
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image: Android Design Patterns
STRUCTURE AS DESIGN PATTERNSWAYFINDING
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MOBILE PATTERNS - HYERARCHY
source: uxbooth.com
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MOBILE PATTERNS - HYERARCHY
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MOBILE PATTERNS - HUB & SPOKE
source: uxbooth.com
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MOBILE PATTERNS - HUB & SPOKE
the web you were used to is gone @albertatrebla
MOBILE PATTERNS - NESTED DOLL
source: uxbooth.com
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MOBILE PATTERNS - NESTED DOLL
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MOBILE PATTERNS - TABBED VIEW
source: uxbooth.com
the web you were used to is gone @albertatrebla
MOBILE PATTERNS - TABBED VIEW
the web you were used to is gone @albertatrebla
MOBILE PATTERNS - BENTO BOX
source: uxbooth.com
the web you were used to is gone @albertatrebla
MOBILE PATTERNS - BENTO BOX
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MOBILE PATTERNS - FILTERED VIEW
source: uxbooth.com
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MOBILE PATTERNS - FILTERED VIEW
Filter Filter
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image: flickr.com/photos/10ch
MANAGING INFORMATION TO CREATE MEANINGSENSEMAKING
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CONTENT = INFORMATION
“Typically information foraging must be analysed as decision making under uncertainty”
— Peter Pirolli
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CONTENT = INFORMATION
“A strong information layer is the key to cross-channel success”
— Andrea Resmini and Luca Rosati
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WAYFINDING FOR SENSEMAKING
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THERE IS NO SUCH A THING AS MOBILE CONTENT STRATEGY
image: abookapart.com
the web you were used to is gone @albertatrebla
THE CHALLENGE
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ADAPTIVE CONTENT
• Reusable• Strong structure• Independent of presentation layer• Metadata • Content Management System (CMS)
the web you were used to is gone @albertatrebla
ADAPTIVE CONTENT
the web you were used to is gone @albertatrebla
REUSABLE CONTENT
the web you were used to is gone @albertatrebla
STRUCTURED CONTENT
NEWSLETTERSIGNUP
PROGRAM 1(50 WORDS MAX)
PROGRAM 2(50 WORDS MAX)
PROGRAM 2(50 WORDS MAX)
GLOBAL NAVIGATION AND SERVICE LINKS SEARCH
LOGO AND SLOGAN
MAIN NAVIGATION
CAROUSEL PHOTO
FEATURED PRODUCT 1 (3 WORDS MAX)
FEATURED PRODUCT 2 (3 WORDS MAX)
PUB SEARCH
SLIDE TITLE (10 WORDS MAX)
SLIDE TEASER (50 WORDS MAX)
ASK THE EXPERT(100 WORDS MAX)
TOPIC CENTER(10 LINKS x 4 WORDS MAX)
HEALTH CARE REFORM(100 WORDS MAX)
SPOTLIGHT(100 WORDS MAX)
PROGRAM 1(50 WORDS MAX)
PROGRAM 2(50 WORDS MAX)
PROGRAM 2(50 WORDS MAX)
NEWS(5 LINKS x 10 WORDS MAX)
the web you were used to is gone @albertatrebla
STRUCTURED CONTENT
NEWSLETTERSIGNUP
PROGRAM 1(50 WORDS MAX)
PROGRAM 2(50 WORDS MAX)
PROGRAM 2(50 WORDS MAX)
GLOBAL NAVIGATION AND SERVICE LINKS SEARCH
LOGO AND SLOGAN
MAIN NAVIGATION
CAROUSEL PHOTO
FEATURED PRODUCT 1 (3 WORDS MAX)
FEATURED PRODUCT 2 (3 WORDS MAX)
PUB SEARCH
SLIDE TITLE (10 WORDS MAX)
SLIDE TEASER (50 WORDS MAX)
ASK THE EXPERT(100 WORDS MAX)
TOPIC CENTER(10 LINKS x 4 WORDS MAX)
HEALTH CARE REFORM(100 WORDS MAX)
SPOTLIGHT(100 WORDS MAX)
PROGRAM 1(50 WORDS MAX)
PROGRAM 2(50 WORDS MAX)
PROGRAM 2(50 WORDS MAX)
NEWS(5 LINKS x 10 WORDS MAX)
the web you were used to is gone @albertatrebla
STRUCTURED CONTENT
the web you were used to is gone @albertatrebla
STRUCTURED CONTENT
NEWSLETTERSIGNUP
GLOBAL NAVIGATION AND SERVICE LINKS SEARCH
CAROUSEL PHOTO
FEATURED PRODUCT 1 (3 WORDS MAX)
FEATURED PRODUCT 2 (3 WORDS MAX)
PUB SEARCH
SLIDE TITLE (10 WORDS MAX)
SLIDE TEASER (50 WORDS MAX)
TOPIC CENTER(10 LINKS x 4 WORDS MAX)
NEWS(5 LINKS x 10 WORDS MAX)
NAV SEARCH (SITE AND PUBS)
SLIDE TEASER SHORT(10 WORDS MAX)
FEATURED PRODUCT 1(3 WORDS MAX)
TOPIC CENTER(5 LINKS x 4 WORDS
MAX)
NEWS(5 LINKS x 10 WORDS MAX)
CAROUSELPHOTOTHUMB
FEATURED PRODUCT 2 (3 WORDS MAX)
the web you were used to is gone @albertatrebla
STRUCTURED CONTENT
NEWSLETTERSIGNUP
GLOBAL NAVIGATION AND SERVICE LINKS SEARCH
CAROUSEL PHOTO
FEATURED PRODUCT 1 (3 WORDS MAX)
FEATURED PRODUCT 2 (3 WORDS MAX)
PUB SEARCH
SLIDE TITLE (10 WORDS MAX)
SLIDE TEASER (50 WORDS MAX)
TOPIC CENTER(10 LINKS x 4 WORDS MAX)
NEWS(5 LINKS x 10 WORDS MAX)
NAV SEARCH (SITE AND PUBS)
SLIDE TEASER SHORT(10 WORDS MAX)
FEATURED PRODUCT 1(3 WORDS MAX)
TOPIC CENTER(5 LINKS x 4 WORDS
MAX)
NEWS(5 LINKS x 10 WORDS MAX)
CAROUSELPHOTOTHUMB
FEATURED PRODUCT 2 (3 WORDS MAX)
the web you were used to is gone @albertatrebla
STRUCTURED CONTENT
NEWSLETTERSIGNUP
GLOBAL NAVIGATION AND SERVICE LINKS SEARCH
CAROUSEL PHOTO
FEATURED PRODUCT 1 (3 WORDS MAX)
FEATURED PRODUCT 2 (3 WORDS MAX)
PUB SEARCH
SLIDE TITLE (10 WORDS MAX)
SLIDE TEASER (50 WORDS MAX)
TOPIC CENTER(10 LINKS x 4 WORDS MAX)
NEWS(5 LINKS x 10 WORDS MAX)
NAV SEARCH (SITE AND PUBS)
SLIDE TEASER SHORT(10 WORDS MAX)
FEATURED PRODUCT 1(3 WORDS MAX)
TOPIC CENTER(5 LINKS x 4 WORDS
MAX)
NEWS(5 LINKS x 10 WORDS MAX)
CAROUSELPHOTOTHUMB
FEATURED PRODUCT 2 (3 WORDS MAX)
the web you were used to is gone @albertatrebla
STRUCTURED CONTENT
NEWSLETTERSIGNUP
GLOBAL NAVIGATION AND SERVICE LINKS SEARCH
CAROUSEL PHOTO
FEATURED PRODUCT 1 (3 WORDS MAX)
FEATURED PRODUCT 2 (3 WORDS MAX)
PUB SEARCH
SLIDE TITLE (10 WORDS MAX)
SLIDE TEASER (50 WORDS MAX)
TOPIC CENTER(10 LINKS x 4 WORDS MAX)
NEWS(5 LINKS x 10 WORDS MAX)
NAV SEARCH (SITE AND PUBS)
SLIDE TEASER SHORT(10 WORDS MAX)
FEATURED PRODUCT 1(3 WORDS MAX)
TOPIC CENTER(5 LINKS x 4 WORDS
MAX)
NEWS(5 LINKS x 10 WORDS MAX)
CAROUSELPHOTOTHUMB
FEATURED PRODUCT 2 (3 WORDS MAX)
the web you were used to is gone @albertatrebla
METADATA
image: http://dev.npr.org/#station-finder-api-examples
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PROGRESSIVE DISCLOSURE
the web you were used to is gone @albertatrebla
THE INTERNET IN YOUR PANTS
image: techpinions.com
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THE FUTURE WAS YESTERDAY
the web you were used to is gone @albertatrebla
THE FUTURE IS YESTERDAY
image: slashgear.com
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BTW
image: flickr.com/photos/gregoryjordan
the web you were used to is gone @albertatrebla
STEPHEN HAY
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thank you.@albertatrebla
Illustration: Dan Willis
the web you were used to is gone @albertatrebla
RESOURCES
Content Strategy for MobileKaren McGraneA Book Apart, 2011
Pervasive Information ArchitectureAndrea Resmini, Luca RosatiMorgan Kaufman, 2012
Android Design PatternsGreg NudelmanWiley, 2013
Information Foraging Theory: Adaptive Interaction with InformationPeter TirolliOxford University Press (USA), 2009
Fisher, J., Norris, S., & E. Buie (2012). Sense-making in Cross-channel Design. Journal of Information Architecture. Vol. 4, No. 1-2. journalofia.org/volume4/issue2/02-fisher/
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