There Is Such a Thing as a Mobile Context and There Is Evidence to Prove it Helsinki, Friday 13 September 2013 Christiaan W. Lustig, senior consultant and strategist at Sabel Online mention me on Twitter: @ChristiaanWLstg Photo by Acid Pix — http://www.flickr.com/photos/acidpix/5721934108/
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There Is Such a Thing as a Mobile Context… and There Is Evidence to Prove it
“There is no mobile web”, said Stephen Hay. Agreed. “There is no mobile context”, added Stephanie Rieger, And Jeff Eaton, and Karen McGrane. Or is there?
I, too, believe there’s no single mobile context. However, when researching top tasks for one of the four University Medical Centres in the Netherlands, we discovered that that people who visit the hospital’s site from their home, office or medical practice, have different top tasks compared to people who are either on their way to or in the hospital for an appointment or visit. This not only demands a mobile-optimised or responsive site, but it also warrants mobile-specific or responsive content.
I’d like to make the case for content to not only shift or change priority, based on (mobile or other) context, but perhaps to even change altogether. How would you deal with this in content strategy and content creation?
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
There Is Such a Thing as a Mobile Context and There Is
Evidence to Prove itHelsinki, Friday 13 September 2013
Christiaan W. Lustig, senior consultant and strategist at Sabel Onlinemention me on Twitter: @ChristiaanWLstg
Photo by Acid Pix — http://www.flickr.com/photos/acidpix/5721934108/
“There is no mobile web.”— Stephen Hay
Photo by Indigo Skies Photography — http://www.flickr.com/photos/indigoskies/6523275513/
Photo by Rob Spots — http://www.flickr.com/photos/93388157@N07/9000563446/
Photo by UWW ResNET — http://www.flickr.com/photos/uwwresnet/6280880034/
Site stats are corrupted by how easy — or how hard! —
it is to find your content.@ChristiaanWLstg ;-)
Photo by Colin the Scott — http://www.flickr.com/photos/colinthescot/9480224893/
4-6 top tasks20% of votes40-60 bottom tasks = 20% of votes
Top task research for one of the 4 major University Medical Centres in the Netherlands
Photo by Yvo Pluymakers — http://www.flickr.com/photos/yvo-pluymakers/3743991184/
In which situation do you most often visit the UMC website? a. From homeb. From my office or practice, or from my
work place in the hospitalc. On my way to the hospitald. In the hospital for an appointment, visit or
admissionPhoto by Andrea Wren — http://www.flickr.com/photos/missus_mop/242292562/
In the hospital for an appointment, visit or admission
On my way to the hospital
From my office or practice, or from my work place in the hospital
From home
0 500 1000 1500 2000
208
7
615
1875
What does this mean?
Photo by Luke Redmond — http://www.flickr.com/photos/lukeredmond/2730035283/
‘Static context’# task c. % c. tasks
1 Treatment (how specific illnesses and conditions are treated) 4.6% 1.2%
2 Disease/condition (what does an illness involve) 8.9% 2.3%
3Contact details (address, e-mail, site phone numbers, departments, specialist fields)
13.2% 3.5%
4Viewing and updating my records (via the patient portal: personal details, treatment plans, results; notes, questionnaires)
16.7% 4.7%
5 Making, viewing, changing and cancelling appointments 19.9% 5.8%
6Scientific research at UMC Utrecht (results, publications, facts and figures, etc.)