image: flickr.com/photos/gregoryjordan
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
THE WEB YOU WERE USED TO IS GONEArchitecture and strategy for your mobile content
alberta soranzo | @albertatreblaMOB’d UP - San Diego, CA
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
REMEMBER THE INTERNET?
image: wtfjeans.com
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
THE INTERNET IS IN YOUR PANTS
image: wtfjeans.com
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
WHAT IS MOBILE?
image: huffingtonpost.com (Alamy)
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
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 MOB’d UP - San Diego
MOBILE ONLY PAGEVIEWS
source: mobithinking.com
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
image: flickr.com/photos/guidedbycthulhu
WHAT IS MOBILE?
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
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 MOB’d UP - San Diego
MOBILE ONLY USERS
source: mobithinking.com
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
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 MOB’d UP - San Diego
DIRECTV
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
DIRECTV
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
DIRECTV
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
DO YOU HAVE A WEBSITE?
“You need to get your content onto mobile devices. Period.” — Karen McGrane
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
WHO DECIDES WHAT MATTERS?
image: flickr.com/photos/d_space
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE IS SOCIAL
image: flickr.com/photos/strandloper/
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE ONLY FACEBOOK
source: allfacebook.com
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
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
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
WHAT ABOUT CONTEXT?
image: flickr.com/photos/kattebelletje/
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
WHAT ABOUT CONTEXT?
image: flickr.com/photos/piblet
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
ONE SITE
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MANY DEVICES
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
image: flickr.com/photos/cannedtuna
THERE IS NO SUCH A THING AS MOBILE IA
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
WHAT IS IA?
The structural design of shared information environments.
source: en.wikipedia.org/wiki/Information_architecture
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
CROSS-CHANNEL IA BLUEPRINT
image: tylertate.com/blog/2012/02/21/cross-channel-ia-blueprint.html
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
image: journalofia.org/volume1/issue1/02-brugnoli/jofia-0101-02-brugnoli.pdf
TOUCHPOINTS MATRIX
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
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 MOB’d UP - San Diego
DESKTOP
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
TABLET
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
image: Android Design Patterns
STRUCTURE AS DESIGN PATTERNSWAYFINDING
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE PATTERNS - HYERARCHY
source: uxbooth.com
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE PATTERNS - HYERARCHY
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE PATTERNS - HUB & SPOKE
source: uxbooth.com
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE PATTERNS - HUB & SPOKE
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE PATTERNS - NESTED DOLL
source: uxbooth.com
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE PATTERNS - NESTED DOLL
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE PATTERNS - TABBED VIEW
source: uxbooth.com
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE PATTERNS - TABBED VIEW
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE PATTERNS - BENTO BOX
source: uxbooth.com
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE PATTERNS - BENTO BOX
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE PATTERNS - FILTERED VIEW
source: uxbooth.com
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
MOBILE PATTERNS - FILTERED VIEW
Filter Filter
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
image: flickr.com/photos/10ch
MANAGING INFORMATION TO CREATE MEANINGSENSEMAKING
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
CONTENT = INFORMATION
“Typically information foraging must be analysed as decision making under uncertainty”
— Peter Pirolli
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
CONTENT = INFORMATION
“A strong information layer is the key to cross-channel success”
— Andrea Resmini and Luca Rosati
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
WAYFINDING
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
THERE IS NO SUCH A THING AS MOBILE CONTENT STRATEGY
image: abookapart.com
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
THE CHALLENGE
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
ADAPTIVE CONTENT
• Reusable• Strong structure• Independent of presentation layer• Metadata • Content Management System (CMS)
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
ADAPTIVE CONTENT
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
REUSABLE CONTENT
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
METADATA
image: http://dev.npr.org/#station-finder-api-examples
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
PROGRESSIVE DISCLOSURE
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
THE INTERNET IN YOUR PANTS
image: techpinions.com
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
THE FUTURE IS YESTERDAY
image: slashgear.com
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
BTW
image: flickr.com/photos/gregoryjordan
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
STEPHEN HAY
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
thank you.@albertatrebla
Illustration: Dan Willis
the web you were used to is gone | @albertatrebla MOB’d UP - San Diego
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/
