Creating effective content for mobile websites & apps requires first understanding the top tasks that people wish to complete as the starting place for content strategy. Review examples of successful sites, perils to avoid, key research from Jakob Nielsen, and management advice from Mike Atyeo at NeoInsight.
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Top Task Design: The Key to Integrating Content Strategy for Mobile and Traditional Websites
1. Content Strategy in a 1. Content Strategy in a Mobile WorldMobile World
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We have to solve the dilemma…We have to solve the dilemma…
““Short is too long. Ultra-short rules the Short is too long. Ultra-short rules the day” in mobile content.day” in mobile content.– Jakob NielsenJakob Nielsen– Alertbox: August 1, 2011 Alertbox: August 1, 2011 http://bit.ly/pftKhp
How much of your content is “dead” & How much of your content is “dead” & “useless” junk that impedes navigation & “useless” junk that impedes navigation & search results?search results?– Gerry McGovernGerry McGovern
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How will we decide what content to How will we decide what content to highlight in 3 to 5 mobile home page links?highlight in 3 to 5 mobile home page links?
How will we decide what other content to How will we decide what other content to convert to mobile website?convert to mobile website?
If we decide some content is not needed If we decide some content is not needed on mobile… is it really needed on the on mobile… is it really needed on the “traditional” website?“traditional” website?
Task importance is key to a right answerTask importance is key to a right answer
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Where are we going with mobile?Where are we going with mobile?
“We have to focus on making any and every task doable on a mobile device. Because sooner mobile will be the number one channel. And we’d better be prepared for that, wouldn’t you say?”– Boudewijn Bugter, Sabel Communications
and Customer Carewords Partner, Netherlands
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Interactive tasks for mobile…Interactive tasks for mobile…http://bit.ly/q8XfvBhttp://bit.ly/q8XfvB
Calculate college costs…Calculate college costs… 77%77%
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25% smartphones world wide…25% smartphones world wide…http://bit.ly/grclDrhttp://bit.ly/grclDr
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Smartphones in the U.S. in 2011…Smartphones in the U.S. in 2011…http://pewinternet.org/Reports/2011/Smartphones.aspxhttp://pewinternet.org/Reports/2011/Smartphones.aspx
35% of people 18+ have smartphones35% of people 18+ have smartphones
25% of smartphone owners go online 25% of smartphone owners go online “mostly” with the phone“mostly” with the phone
Expect both percentages to increaseExpect both percentages to increase
Highest ownership and use: 26 to 34 yearsHighest ownership and use: 26 to 34 years
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The Law of Top Tasks…The Law of Top Tasks…
Not all tasks are equal…Not all tasks are equal… Visitors determine the most importantVisitors determine the most important
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Some tasks are just more important…Some tasks are just more important…Mike Atyeo at NeoInsight, Ottawa, CanadaMike Atyeo at NeoInsight, Ottawa, Canada
1. Find a Person2. Procedures, Policies...
3. Corporate News
4. Training, Learning
30,000 Intranet users... 4 Countries...
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The Golden Rule…The Golden Rule…
5 seconds to connect5 seconds to connect
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Web visitors scan first, Web visitors scan first, read second…read second…
If people can’t scan a page, they leave it
Websites often hide 3 to 5 top tasks…Websites often hide 3 to 5 top tasks…
You very likely don’t have more than 3 to 5 You very likely don’t have more than 3 to 5 top tasks for each audiencetop tasks for each audience– How many links on your home page?How many links on your home page?– How many links on your “Quick Links”?How many links on your “Quick Links”?
Mixing top tasks for different audiences on Mixing top tasks for different audiences on a single, crowded page is dangerousa single, crowded page is dangerous
How will you decide a few top tasks for How will you decide a few top tasks for mobile design?mobile design?
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LLong necks and long tails…ong necks and long tails…
““Much of the long tail Much of the long tail is a dead zone… full is a dead zone… full of dead and useless of dead and useless content.”content.”– Gerry McGovernGerry McGovern
Long tail content gets Long tail content gets found in search and found in search and included in linksincluded in links
Start with web analytics…Start with web analytics…– Most visited pagesMost visited pages– Pages where people spend the most timePages where people spend the most time– Search phrases people use to find your siteSearch phrases people use to find your site– Search phrases people use within your siteSearch phrases people use within your site
http://1.usa.gov/4kgbK8http://1.usa.gov/4kgbK8
Do different reviews for “new” and Do different reviews for “new” and “returning” visitors“returning” visitorsMarketers: most attention to “new” visitorsMarketers: most attention to “new” visitors
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22ndnd step: ask your visitors… step: ask your visitors…
Add a survey to your website…Add a survey to your website…– ““What is your primary task in coming to the What is your primary task in coming to the
site today?”site today?”– ““How easy or difficult was it to complete that How easy or difficult was it to complete that
task, on a scale of 1 to 5?”task, on a scale of 1 to 5?”http://1.usa.gov/4kgbK8http://1.usa.gov/4kgbK8
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Key survey points…Key survey points…
Ask people to pick no more than 5 top Ask people to pick no more than 5 top tasks from no more than 100 possibilitiestasks from no more than 100 possibilities– People will struggle to think of more than 5People will struggle to think of more than 5
Make them select in 5 minutes or lessMake them select in 5 minutes or less
Try for answers from at least 100 peopleTry for answers from at least 100 people
In every case, you’ll see:In every case, you’ll see:– A “Long Neck” with just a few tasksA “Long Neck” with just a few tasks– A “Long Tail” with the rest of the tasksA “Long Tail” with the rest of the tasks
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Creating top task survey choices…Creating top task survey choices…
What do people “search” for on your site?What do people “search” for on your site?
What keywords to people use to find you?What keywords to people use to find you?
Interview people in direct contact with Interview people in direct contact with customerscustomers
Use navigation terms on your site nowUse navigation terms on your site now
Search competitive sites for variations on Search competitive sites for variations on these termsthese terms
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6. Management notes…6. Management notes…
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Changing the culture…Changing the culture…From... To...
“Let’s fix the website...” “Let’s fix the Top Tasks...”
Let’s get a new Search Engine...
Ensure the top 50 internal searches return excellent results.
Revising our taxonomy and Information Architecture...
Bringing Top Task links and functionality up the hierarchy.
Let’s buy the (Silver Bullet/ Magic Wand) CMS...
Make sure content for Top Tasks is excellent.
Let’s customize our weblog metrics...
Measuring Top Task performance.
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Task Priority & Info ArchitectureTask Priority & Info ArchitectureMike Atyeo at NeoInsight, Ottawa, CanadaMike Atyeo at NeoInsight, Ottawa, Canada
1.Start 2 or 3 top tasks on the Home page2.Categorized links on home page lead to high
priority tasks on level 2 pages3.Medium priority tasks accessible from level 2
landing pages or ‘hub’ pages4.Low priority tasks start three levels down in
architecture… review these again for deletion5.Maybe some of these shouldn’t even be
done on the website… esp. in mobile!
1
2
3
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Tasks
Vo
tes
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Manage users’ tasks…Manage users’ tasks…
5% of a website delivers 25% of its value.
There are a small number of ‘top tasks’ which users prioritize far above others.
These top tasks should be the basis for:•Site architecture•Benchmarking•Allocation of resources•Prioritization of projects•Performance measurement
Tasks
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Case study #1: Making a Higher Case study #1: Making a Higher Education InquiryEducation Inquiry
University of British ColumbiaUniversity of British Columbia
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Starting at the mobile site…Starting at the mobile site…
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To email from mobile site…To email from mobile site…
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To short website “inquiry” form…To short website “inquiry” form…
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To easy-to-scan online response…To easy-to-scan online response…
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Case study #2: Donating from a Case study #2: Donating from a SmartphoneSmartphone
Susan G. Komen for the CureSusan G. Komen for the Cure
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From the Komen mobile website…From the Komen mobile website…
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Start with the gift amount…Start with the gift amount…
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Add personal information…Add personal information…
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Finish with payment information…Finish with payment information…
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Revisiting 7 main points…Revisiting 7 main points…
People visit websites to compete top tasksPeople visit websites to compete top tasksA poor experience damages your brandA poor experience damages your brandUse of smartphones to access the Internet is Use of smartphones to access the Internet is growinggrowingPeople will expect a good mobile experiencePeople will expect a good mobile experienceMobile requires cleaner, simpler designMobile requires cleaner, simpler designMobile design must highlight top tasksMobile design must highlight top tasksContent strategy should focus on reducing Content strategy should focus on reducing contentcontent
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The Holy Grail… one websiteThe Holy Grail… one website
One website for every One website for every access pointaccess point
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Sources for top tasks and Sources for top tasks and mobile…mobile…
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The U.S. government…The U.S. government…http://1.usa.gov/4kgbK8http://1.usa.gov/4kgbK8
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