Deviceism: Solving the Small Screen Problem
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In this talk I make the case for embracing mobile as an opportunity not just a constraint. Using real world examples and data on mobile usage patterns, I demonstrate the prominence and effect of 'device deserts' and the importance of considering intent, not just context when creating mobile experiences. Working with marketing departments day to day I regularly run into the misconception that mobile experiences should be less robust than their non-mobile equivalents. Often this idea is expressed by someone saying "People won't do that on a phone.” This talk explores why this is a short-sided argument that is as silly as saying “People from Kansas aren’t interested in skiing." As mobile strategists we spend a lot of time talking about context when it’s really user intent that drives interaction. It doesn’t matter where someone is or what device is near them, they still want the same stuff. If we can embrace intent over context, we will better understand what users really need from their small screens.
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Deviceism: Solving the Small Screen Problem
- 2. de· vice· ism /di’vīsizəm/ noun ! ! ! ! Prejudice, discrimination, or antagonism directed against the validity of a use case on based on screen size. #deviceism | @McAtoms
- 3. Well… Why not? People won’t do that on mobile… #deviceism | @McAtoms
- 4. Reasons People Don’t Do Things. Complicated They Can’t Too Difficult Hard to Understand Rather be doing something else Time Consuming Driving They’re Out/Busy Touch ScreensNo keyboard No Mouse Screen is too small #deviceism | @McAtoms They Don’t Want To
- 5. Reasons People Don’t Do Things. Complicated They Can’t Too Difficult Hard to Understand Rather be doing something else Time Consuming Driving They’re Out/Busy Touch ScreensNo keyboard No Mouse Screen is too small #deviceism | @McAtoms They Don’t Want To
- 6. Reasons People Don’t Do Things. Complicated They Can’t Too Difficult Hard to Understand Rather be doing something else Time Consuming Driving They’re Out/Busy Touch ScreensNo keyboard No Mouse Screen is too small #deviceism | @McAtoms They Don’t Want To
- 7. Reasons People Don’t Do Things. Complicated They Can’t Too Difficult Hard to Understand Rather be doing something else Time Consuming Driving They’re Out/Busy Touch ScreensNo keyboard No Mouse Screen is too small #deviceism | @McAtoms They Don’t Want To
- 8. They’re Out/Busy They Don’t Want To
- 9. They’re Out/Busy They Don’t Want To context intent
- 10. People won’t do that on mobile… #deviceism | @McAtoms Context _______. Intent ____ ___.
- 11. Chapter 1 People won’t do that on mobile… #deviceism | @McAtoms
- 12. Who Are These People? How do we categorize these people…. People won’t do that on mobile… #deviceism | @McAtoms
- 13. Interests Employment Age Affluence Ethnicity Gender Who Are These People? How do we categorize these people…. People won’t do that on mobile… #deviceism | @McAtoms
- 14. Demographics. People won’t do that on mobile… #deviceism | @McAtoms
- 15. Where someone is. What they want to do. What devices they use. What they care about. Demographics. People won’t do that on mobile… #deviceism | @McAtoms
- 16. Where someone is. What they want to do. What devices they use. What they care about. Demographics. context & intent People won’t do that on mobile… #deviceism | @McAtoms
- 17. Right? People won’t do that on mobile… #deviceism | @McAtoms
- 18. Where People Use Their Devices 31% 69% Computer 40% 60% Phone 21% 79% Tablet Out of Home At Home People won’t do that on mobile… #deviceism | @McAtoms
- 19. Where People Use Their Smartphone 0% 23% 45% 68% 90% Waiting Bed Bathroom TV Commuting Social Events Shopping 43%46% 57%61% 75%81%83% People won’t do that on mobile… #deviceism | @McAtoms
- 20. Where People Use Their Smartphone 0% 23% 45% 68% 90% Waiting Bed Bathroom TV Commuting Social Events Shopping 43%46% 57%61% 75%81%83% People won’t do that on mobile… #deviceism | @McAtoms 25% < Liars
- 21. Where People Use Their Smartphone 0% 23% 45% 68% 90% Waiting Bed Bathroom TV Commuting Social Events Shopping 43%46% 57%61% 75%81%83% People won’t do that on mobile… #deviceism | @McAtoms 25% < Liars
- 22. Demographics http://bit.ly/mobileonly Mobile as Primary Internet Device 45% 51% 42% 40% Age 18 - 29 African Americans Hispanic Americans Low Income Adults People won’t do that on mobile… #deviceism | @McAtoms Device Deserts
- 23. Conclusion: All People use their devices anywhere. People won’t do that on mobile… #deviceism | @McAtoms
- 24. Demographics are a horrible way to predict context. People won’t do that on mobile… #deviceism | @McAtoms
- 25. Demographics are a horrible way to predict context. But what about intent? People won’t do that on mobile… #deviceism | @McAtoms
- 26. Chapter 2 People won’t do that on mobile #deviceism | @McAtoms
- 27. What is THAT? People won’t do that on mobile… #deviceism | @McAtoms
- 28. THAT = intent. People won’t do that on mobile… #deviceism | @McAtoms
- 29. Intent on Mobile (Defined by Google and @LukeW) Lookup / Find Explore / Play Check In / Status Edit / Create People won’t do that on mobile… #deviceism | @McAtoms
- 30. Intent on Mobile (Defined by Google and @LukeW) Lookup / Find Explore / Play Check In / Status Edit / Create (urgent) (repeat) (bored)(urgent, bored) People won’t do that on mobile… #deviceism | @McAtoms
- 31. Intent on Mobile (Defined by Google and @LukeW) Lookup / Find Explore / Play Check In / Status Edit / Create Intent Online (urgent) (repeat) (bored)(urgent, bored) People won’t do that on mobile… #deviceism | @McAtoms
- 32. Intent doesn’t change based on device. People won’t do that on mobile… #deviceism | @McAtoms
- 33. How People Use Their Devices People won’t do that on mobile… #deviceism | @McAtomshttp://bit.ly/1jphcJu
- 34. How People Use Their Devices Sequential Usage Simultaneous Usage People won’t do that on mobile… #deviceism | @McAtomshttp://bit.ly/1jphcJu
- 35. Sequential Usage 90% People won’t do that on mobile… #deviceism | @McAtomshttp://bit.ly/1jphcJu Use multiple devices sequentially to complete a single task.
- 36. Sequential Usage 90% People won’t do that on mobile… #deviceism | @McAtomshttp://bit.ly/1jphcJu Most Popular Activities: • Browsing • Social • Shopping • Search • Finances • Trip Planning • Video
- 37. Device Breakdown 60% Phone Computer Tablet 9% 31% 60% Where People Start: 10% 33% 57% Search Trip Planning Shopping What People Do: Sequential Usage People won’t do that on mobile… #deviceism | @McAtomshttp://bit.ly/1jphcJu
- 38. Simultaneous Usage 22% 78% Multi-Tasking Complementary People won’t do that on mobile… #deviceism | @McAtomshttp://bit.ly/1jphcJu Multitasking: Different tasks Watching Video + Emailing ! Complementary: Related tasks Watching TV + Tweeting about it.
- 39. Most Popular Activities: • Email • Browsing • Social • Gaming • Search • Work • Video Simultaneous Usage 22% 78% Multi-Tasking Complementary People won’t do that on mobile… #deviceism | @McAtomshttp://bit.ly/1jphcJu
- 40. 0% 23% 45% 68% 90% Phone + TV Phone + PC PC + TV 66%66% 81% 57% Phone as Companion Simultaneous Usage Device Breakdown People won’t do that on mobile… #deviceism | @McAtomshttp://bit.ly/1jphcJu
- 41. Won’t do that. People won’t do that on mobile… #deviceism | @McAtoms
- 42. Shopping? 26% Black Friday Mobile Sales 50%+ Active Monthly Mobile Users Amazon, eBay, Groupon, Starbucks, Victoria Secret 41% Users have made a purchase on mobile People won’t do that on mobile… #deviceism | @McAtomshttp://bit.ly/RdI98n
- 43. Writing? 75% Email: Active Monthly Mobile Users 78% Facebook: Active Monthly Mobile Users 76% Twitter: Active Monthly Mobile Users People won’t do that on mobile… #deviceism | @McAtoms
- 44. Email from @louisck 535 word, 2,862 character People won’t do that on mobile… #deviceism | @McAtoms
- 45. Conclusion: People will do anything with any device - as long as they are able. People won’t do that on mobile… #deviceism | @McAtoms
- 46. Chapter 3 People won’t do that on mobile… image by @lukew #deviceism | @McAtoms
- 47. What is Mobile? People won’t do that on mobile… #deviceism | @McAtoms
- 48. What is Mobile? People won’t do that on mobile… #deviceism | @McAtoms
- 49. Is it this? People won’t do that on mobile… #deviceism | @McAtoms
- 50. Or This? People won’t do that on mobile… #deviceism | @McAtoms
- 51. How about this? People won’t do that on mobile… #deviceism | @McAtoms
- 52. It doesn't matter. People won’t do that on mobile… #deviceism | @McAtoms
- 53. People won’t do that on mobile… #deviceism | @McAtoms Because.
- 54. People won’t do that on mobile… #deviceism | @McAtoms People: Use their devices anywhere. Use them interchangeably. Use them to do whatever they want.
- 55. People won’t do that on mobile… People won’t do that on mobile… #deviceism | @McAtoms
- 56. People won’t do that on mobile… Context Changes. Intent Does Not. People won’t do that on mobile… People won’t do that on mobile… #deviceism | @McAtoms
- 57. Design for Intent. People won’t do that on mobile… #deviceism | @McAtoms
- 58. Chapter 4 Designing For Intent #deviceism | @McAtoms
- 59. Make it easy for people to do the things they want to do. Context Changes, Intent Does Not. #deviceism | @McAtoms
- 60. Make it easy for people to do the things they want to do. (And we want them to do…) Context Changes, Intent Does Not. #deviceism | @McAtoms
- 61. What do people want? Context Changes, Intent Does Not. #deviceism | @McAtoms
- 62. Hierarchy of Values Context Changes, Intent Does Not. #deviceism | @McAtoms
- 63. Hierarchy of Values FEATURES ! FUNCTION ! AESTHETIC Context Changes, Intent Does Not. #deviceism | @McAtoms
- 64. LONG-TERM VALUESHORT-TERM VALUE Hierarchy of Values FEATURES ! FUNCTION ! AESTHETIC PERCEPTION SUBSTANCE Context Changes, Intent Does Not. #deviceism | @McAtoms
- 65. LONG-TERM VALUESHORT-TERM VALUE Hierarchy of Values FEATURES ! FUNCTION ! AESTHETIC 3 2 1 PERCEPTION SUBSTANCE Context Changes, Intent Does Not. #deviceism | @McAtoms
- 66. LONG-TERM VALUESHORT-TERM VALUE Hierarchy of Values FEATURES ! FUNCTION ! AESTHETIC 1 2 3 3 2 1 PERCEPTION SUBSTANCE Context Changes, Intent Does Not. #deviceism | @McAtoms
- 67. Context Changes, Intent Does Not. #deviceism | @McAtoms
- 68. Context Changes, Intent Does Not. #deviceism | @McAtoms
- 69. LONG-TERM VALUESHORT-TERM VALUE Hierarchy of User Values FEATURES ! FUNCTION ! AESTHETIC 1 2 3 3 2 1 PERCEPTION SUBSTANCE Context Changes, Intent Does Not. #deviceism | @McAtoms
- 70. LONG-TERM VALUESHORT-TERM VALUE Hierarchy of User Values FEATURES ! FUNCTION ! AESTHETIC 1 2 3 3 2 1 PERCEPTION SUBSTANCE Context Changes, Intent Does Not. #deviceism | @McAtoms
- 71. LONG-TERM VALUESHORT-TERM VALUE Hierarchy of User Values FEATURES ! FUNCTION ! AESTHETIC 1 2 3 3 2 1 PERCEPTION SUBSTANCE Context Changes, Intent Does Not. #deviceism | @McAtoms
- 72. Mobile Features Features People Want Context Changes, Intent Does Not. #deviceism | @McAtoms
- 73. Mobile Features Features People Want Logo! Phone #! Location! Hours! Products Shopping Cart Customer Service Product Reviews Tech Support Sign Up Forms Event Calendar Company Directory Blog / News Live Chat Context Changes, Intent Does Not. #deviceism | @McAtoms
- 74. Mobile Features Features People Want Logo! Phone #! Location! Hours! Products See Full Site Link Shopping Cart Customer Service Product Reviews Tech Support Sign Up Forms Event Calendar Company Directory Blog / News Live Chat Context Changes, Intent Does Not. #deviceism | @McAtoms
- 75. Features People Want Logo! Phone #! Location! Hours! Products Shopping Cart Customer Service Product Reviews Tech Support Sign Up Forms Event Calendar Company Directory Blog / News Live Chat Context Changes, Intent Does Not. #deviceism | @McAtoms
- 76. Context Changes, Intent Does Not. #deviceism | @McAtoms Deviceism makes people feel abandoned and ignored.
- 77. People remember how you make them feel. Context Changes, Intent Does Not. #deviceism | @McAtoms Deviceism makes people feel abandoned and ignored.
- 78. People remember how you make them feel. Context Changes, Intent Does Not. #deviceism | @McAtoms Make them Feel Great. Deviceism makes people feel abandoned and ignored.
- 79. Understand and support intent. Context Changes, Intent Does Not. #deviceism | @McAtoms
- 80. If someone intends to: They they will want: Buy a Product… Watch a Video… Clear value in watching, Entertainment, Playback Controls, etc… Features & benefits, Product Info, Secure Checkout, Shipping Info, etc… Fill out a Form… Easy to understand fields, easy to enter data, meaningful error messages, etc… Context Changes, Intent Does Not. #deviceism | @McAtoms
- 81. Context Changes. ! Intent Does Not. Context Changes, Intent Does Not. #deviceism | @McAtoms
- 82. Context Changes. ! Intent Does Not. Context Changes, Intent Does Not. #deviceism | @McAtoms
- 83. Mobile is a context. Design for intent. Context Changes, Intent Does Not. #deviceism | @McAtoms
- 84. Thanks! Adam Mc ! amccrim.com | @McAtoms #deviceism