mobile content | the hispanics are coming!
DESCRIPTION
My talk at #SearchFest chock full with mobile content tips, and a warning to those who are ignoring the growing Spanish speaking US Hispanic population.TRANSCRIPT
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MOBILE IS HERE, AND THEHISPANICS ARE COMING!
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“What used to fit in a building now fits in your pocket, and what fits in your pocket today will fit inside a blood cell in 25 years.”
RAY KURZWEIL
#SearchFest @ZephSnapp
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OUR COUNTRY HAS EVOLVED
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WHEN WILL MOBILE BE EVERYTHING?
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SOON.
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THE HISPANICS ARE COMING!
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50% OF THE WORLD IS BILINGUAL
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53 MILLION US HISPANICS
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36 MILLION SPEAK SPANISH AT HOME
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HISPANICS OVER INDEX & ARE UNDERSERVED
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“The Hispanic consumer represents the greatest
potential for sustained growth in the U.S. today”
NEILSON
#SearchFest @ZephSnapp
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US SPANISH SPEAKERS ARE USED TO BEING IGNORED
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HISPANICS ARE LOYALYou Give Us What We are Looking For, You Have Us For Life.
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HISPANICS LIKE TO TOGGLE
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SPANISH SPEAKERS ARELOW HANGING FRUIT
GO GET THEM!
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SO WHAT IS THE PROBLEM?
#SearchFest @ZephSnapp
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TOO MANY DEVICES,MORE ON THE WAY
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But they have to understand the system works
USERS KNOW WHAT THEY WANT TO DO
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OUR JOB IS TO MAKE IT EASY
Execute an already known procedure - a routine skill
Learn a procedure from explicit instructions
The more knowledge is required, the more difficult it is to interact effectively.
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Click on links
Share on Social
Scroll
Squeeze and stretch
WE LEARNED TO:
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MAKE IT SIMPLE, WE CAN DO IT
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STRATEGIC SOLUTIONS
#SearchFest @ZephSnapp
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LET’S MOVE BEYOND THIS:
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Water Flows Like “Chunky Water”(ht @dmolsen)
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Content Informs DesignDesign Informs Content
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PERSONAS, NEED STATES & ACTIONS
What decisions will the user make at each point in the task?
What information will the user need to make those decisions?
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WHAT DECISIONS WILL THE USER MAKE AT EACH POINT IN THE TASK?
Landing Page,
Towing
• When Are You Open?
Services
• Can You Tow Heavy Duty Vehicles
Contact• Phone,• WhatsAp
p• Email
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KNOW YOUR PERSONAS
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Geo-Optimizatio
n, Store Locator
Damage Estimate
Data Input/Service Request
DESIGN PAGES THAT MEET THEIR NEEDSEx: Towing Company Broken Down
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OPTIMIZE EXPERIENCE, NOT PAGE
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Which Is Also The Easiest To Translate
FOR SOME, SIMPLEST IS BEST
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TACTICAL TIPS
#SearchFest @ZephSnapp
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FRAMELESS GRIDS FOR ADAPTIVE DESIGN
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http://ipadpeek.com/
http://iphonetester.com/
http://quirktools.com/screenfly/
http://ready.mobi/
http://responsivepx.com/
FREE EMULATORS FOR TESTING
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FITT’S LAW SAYS, KEEP CTA’S CLOSE TO THUMBS
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Login via Facebook/TwitterPut off asking for data
LESS INPUTS = MORE ENGAGEMENT
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UNMASK PASSWORDS
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USE PLACEHOLDER TEXTINSTEAD OF LABELS
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TRANSLATE PLACEHOLDER TEXTALMOST NOBODY DOES THIS!
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That way no matter the device, or how much they zoom, everything will stay it its place
LABELS GO ABOVE INPUTS
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TypeKitFontSquirrelGoogle Web Fonts
DON’T USE IMAGE BASED TEXT. EVER.
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YES3 Best Cooking Apps
NO3 Cooking Apps That Will Help You Make Rockin’ Pad Thai
SHORT HEADLINES
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Title: 60 CharactersDescription: 115 Characters
H/T @mikearneson
SAME FOR METADATA
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PIXELS INSTEAD OFCHARACTERS FOR TEXT
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BE SMART. BE BRIEF. BUT DON’T WORRY ABOUT THE “FOLD”
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Long Copy
Infinite Scroll
ATTEMPT TO PRESENT ALL RELEVANT INFORMATION SIMULTANEOUSLY:
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HINT AT CONTENT OUTSIDE THE SCREEN
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MOCK UP CONTENT
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2 COLUMNS, BETTER THAN 3
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Social Media
IM Apps
Content Placement
LEVERAGE APPS AS PLATFORMS
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THANK YOU!
#SearchFest @ZephSnapp