The Myths of Mobile Web Design (Giles Colborne)
Post on 27-Jan-2015
DESCRIPTIONSlides taken from Giles Colborne's talk on the myths of mobile web design, at Internet World 2009. The presentation offers some thoughts about what designs and strategies make sense when creating mobile apps and websites.
- 1. Mobile design myths Giles Colbornecxpartners1ickr.com/photos/bandidoofoz/38854532/Friday, 8 May 2009
2. Before we designanything, we spendtime watchingpeople usingtechnology -In their homes, atwork and in the labFriday, 8 May 2009 3. SalesWow!!110 82.5 55 This presentation isnt about the 27.5 growth of mobile2007Web.2008 0its the future and 2009its happening now. 20103Friday, 8 May 2009 4. SalesWow!!110 82.5 55 This presentation isnt about the 27.5 growth of mobile2007Web.2008 0its the future and 2009its happening now. 20103Friday, 8 May 2009 5. AnD thispresentation isntabout how to codesites for mobilephones.4Friday, 8 May 2009 6. AnD thispresentation isntabout how to codesites for mobilephones.4Friday, 8 May 2009 7. Instead, heressome what weveseen by actuallywatching peopleusing mobiledevices. Friday, 8 May 2009 8. You cantcharge formobile content Myth 16Friday, 8 May 2009 9. Marriotts hotel booking site madeover $1.25m in itsfirst three months.During the Wintersnowstorms,strandedtravellers led to apeak in traffic. Apples App store shows that people will pay for content (so longas its easy todownload andinstall). 7Friday, 8 May 2009 10. What sells? Think about two key groups: People in urgent needStranded travellersTickets (cinema, train,...)Need that le / answer fastWill pay a premium to get it now Casual consumersThings that can be bought / used on the phoneGames, music, appsWill pay a little to enjoy it now(But they are very casual)8Friday, 8 May 2009 11. Its like a smallwebsiteMyth 2 9Friday, 8 May 2009 12. Mobile phonesarent like DesktopComputers. Theyremore like Notepads. To understandwhat works, askWhat do you findin Filofaxes? -Addresses, Travelplans, Expenses,Clippings fromeveryday life...Friday, 8 May 2009 13. On Amazonswebsite, they wantyou to buy.But On AmazonsiPhone site, equalemphasis is placedon The wish list.In other wordsMake a note andbuy later (whenyoure at yourcomputer). 11Friday, 8 May 2009 14. The developers ofSnap Tel noticedpeople takingphotos of itemsthey want to lookup and buy later.So Snap Tel letsyou take photosand then identifiesthe products inthem and links toshops where youcan buy themonline.12Friday, 8 May 2009 15. Best buy have a fullfeatured website. But they know thatmobile users areprobably trying todo one of twothings: look up aproduct thattheyve seen orfind a nearbystore.Thats all theirmobile site does.13Friday, 8 May 2009 16. One mobile sitets allMyth 3 14Friday, 8 May 2009 17. Different devicesfeel different.What works wellon one, will feelclumsy andawkward onanother. 15Friday, 8 May 2009 18. You may want togive up on mobileweb and stick totext messaging.But even this hasits problems...16Friday, 8 May 2009 19. The problem with Text When they wrote this text message, the developers didnt realize that this brand of mobile phone would have a soft key labelled Reply. Users cant figure out which key to press. 17Friday, 8 May 2009 20. The problem with TextText NATURE to 8025Try to reply to thismarketing messageand this mobilephone predicts thewrong word.Users text thewrong responseby accident.Even text messagesare undermined bydifferences inhandsets.18Friday, 8 May 2009 21. People dont likeregisteringMyth 4 19Friday, 8 May 2009 22. On a website,registering feelslike handing yourdetails to someoneelse.On a handset, itfeels like keepingthem in yourpocket.And it savesreturning userstime - so theyrecognise thebenefits.20Friday, 8 May 2009 23. Extras are goodMyth 5 21Friday, 8 May 2009 24. Extras get in theway of the mainevent.You want them tocontact a cardealer? then whydistract them withwallpaperdownloads? 22Friday, 8 May 2009 25. Look at peoplesmobile phonewallpaper.They have photosof their kids,significant others,or pets. Your product wont be cuter than this guy. Dont waste your time.23Friday, 8 May 2009 26. What it means Dont look for mass audiences Its a personal medium Quality experiences matter Focus on a key audience type Casual (games, snippets) Repeat (registered, personalised) Urgent (I need a hotel, Get me that le, Whens my ight?) Think small 6-12 month web project becomes 6-12 week mobile project 60 person project team becomes 6 person project team Hook into your websites APIs and data feeds Watch people in the real world Research, prototype, test24Friday, 8 May 2009 27. www.cxpartners.co.uk@cxpartners25Friday, 8 May 2009