the big learn - mobile user experience
DESCRIPTION
The Big Learn - Mobile User Experience Presented by: Elana Glazer May 13, 2010 OgilvyTRANSCRIPT
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Mobile User ExperienceApril 28, 2010
Elana Glazer
User Experience Strategist / Information Architect
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Agenda
• It’s a Mobile World
• 5 Mobile User Experience Best Practices
• How Mobile Can Be Used
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Wake Up MorningCommute
Commute
Alarm goes of at 7:30
Turns on TV to weather channel
Reads morning newspaper
Checks traffic online
Hears a great new song on the radio during the commute to work
Checks email first thing when she gets to her desk
Calls a friend to find out the name of the song that she heard on her commute
Checks Facebook before leaving for lunch
Runs to her desk in between meetings to read emails
Listens to a CD and reads a book at lucnch
Afternoon
The “old” way
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Wake Up MorningCommute Afternoon
The “new” way
Commute
The “old” way
Alarm goes of at 7:30
Turns on TV to weather channel
Reads morning newspaper
Checks traffic online
Hears a great new song on the radio during the commute to work
Checks email first thing when she gets to her desk
Calls a friend to find out the name of the song that she heard on her commute
Checks Facebook before leaving for lunch
Runs to her desk in between meetings to read emails
Listens to a CD and reads a book at lucnch
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The “old” way
Wake Up MorningCommute Afternoon
The “new” way
And so much more…
Commute
Alarm goes of at 7:30
Turns on TV to weather channel
Reads morning newspaper
Checks traffic online
Hears a great new song on the radio during the commute to work
Checks email first thing when she gets to her desk
Calls a friend to find out the name of the song that she heard on her commute
Checks Facebook before leaving for lunch
Runs to her desk in between meetings to read emails
Listens to a CD and reads a book at lucnch
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Mobile media is any media that can be accessed via a mobile device – cell phones (the most popoluar),
PDAs, iPads, etc
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Most experts expect the mobile device to become
the primary method of accessing the web within approximately 4 years.
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Why is mobile important to advertising
Right TimeMobile phones are the one
device consumers carry 24/7 so they provide brands with an
open-ended channel for one-on-one communication
Effective & Measurable
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Why is mobile important to advertising
Right Person
Right Message
Ability to target individual consumers based on their location, handsets, interests and habit. This means more relevant messaging to
a more precise target
Right TimeEffective & Measurable
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Why is mobile important to advertising
Right Person
Right Message
Measurable and flexibleMobile measurement tools allow
brands to see how their campaign is performing in real-time and
make adjustments
Right TimeEffective & Measurable
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Why is mobile important to advertising
Right Person
Right Message
Measurable and flexibleAccommodates all mediaMobile devices can accommodate
all media – text, video, voice, photo, internet, etc.
Right TimeEffective & Measurable
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5 MOBILE USER EXPERIENCE BEST PRACTICES
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1. INNOVATIVE UI DESIGN
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1. Innovative UI design
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2. KEEP IT CLEAR, SIMPLE AND DIRECT
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2. Keep it Clear, Simple and Direct
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2. Keep it Clear, Simple and Direct
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2. Keep it Clear, Simple and Direct
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3. TAKE ADVANTAGE OF MOBILE (DEVICE) FUNCTIONALITY
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3. Take advantage of mobile (device) functionality
SMS
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3. Take advantage of mobile (device) functionality
SMS
VIDEO: Nike Interactive Billboardhttp://www.mobileinc.co.uk/2009/06/i-love-nikes-mobile-marketing/
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3. Take advantage of mobile (device) functionality
MMS
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3. Take advantage of mobile (device) functionality
MMS
VIDEO: Nike PHOTOiDwww.mobiadnews.com/?p=3749
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3. Take advantage of mobile (device) functionality
Click 2 Call
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3. Take advantage of mobile (device) functionality
LBS (Location Based Services)
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3. Take advantage of mobile (device) functionality
Camera Input
VIDEO: R/GA Video: Ad Council That's Not Cool Mobile http://www.youtube.com/watch?v=eeGTc_-nVnU
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3. Take advantage of mobile (device) functionality
Camera Input
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3. Take advantage of mobile (device) functionality
Video
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3. Take advantage of mobile (device) functionality
Accelerometer
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3. Take advantage of mobile (device) functionality
Apps
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4. INTEGRATE ACROSS MEDIA
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4. Integrate Across Media
OOH TV Event Print POS Online
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4. Integrate Across Media
OOH
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4. Integrate Across Media
OOH
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4. Integrate Across Media
OOH
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4. Integrate Across Media
TV
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4. Integrate Across Media
Event
The Seer Android App for the G1 superimposed real-time match data, news and useful venue information over the live video feed on the handset, using the phone's location to plot the view.
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4. Integrate Across Media
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4. Integrate Across Media
POS
lorem
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4. Integrate Across Media
Online
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5. BE CLEAR ABOUT YOUR GOALS AND YOU HOW YOU MEASURE SUCCESS
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5. Be clear about your goals and you how you measure success
Awareness Trial Affinity Consideration Advocacy
See Act Feel Think Say
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5. Be clear about your goals and you how you measure success
Goal: Motivate China’s youth to be more involved in WWF’s biodiversity protection program.
Solution: Put wildlife’s fate in the hands of the target audience. Fist mobile application where a virtual bear interacts with the environment in real time. The app also turns you phone into an empowering tool to create real change.
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Final Thoughts
1. Mobile can be used to augment traditional media
2. Mobile can drive traditional media to a digital experience
3. Mobile advertising can be used to drive to a mobile experience (site or app)
4. Interactive display media provides a digital experience without actually driving anywhere
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Mobile Resources