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DON’T JUST
REPLICATEDESIGN FOR MOBILE
GILES MCGRATH (Creative Director @ MediaWhiz gmcgrath@mediawhiz.com ) @gilesmcgrath 1
INTRO
About Giles McGrath www.gilesmcgrath.com
• Oversees creative department at MediaWhiz
• 12+ years of integrated creative design & strategy
• Brands include Verizon Wireless, AT&T,
Sony Ericsson, Adidas, Reebok, SoCo, Monster & more
GILES MCGRATH (Creative Director @ MediaWhiz gmcgrath@mediawhiz.com ) Twitter:
@gilesmcgrath 2
About My Company — MediaWhiz
• Integrated digital media & performance marketing ag
• Part of Matomy Media Group
• Services: Affiliate, Display, Search, Social, Data & Em
• Top-25 Digital Agency, Ad Age, 2012
MOBILE SITES ARE NOT
COMONPLACE
ComScore December 2012
ComScore December 2012
ComScore December 2012
1 IN 8 PAGE VIEWS
ARE DONE ON A
MOBILE DEVICE
79% OF LARGE
ONLINE
RETAILERS DO
NOT HAVE A
MOBILE
OPTIMIZED SITE
71% OF CONSUMERS
DO A MOBILE
SEARCH FOR MORE
INFOMATION AFTER
SEEING A TV,
MAGAZINE OR
ONLINE AD
GILES MCGRATH (Creative Director @ MediaWhiz gmcgrath@mediawhiz.com ) Twitter:
@gilesmcgrath 3
4
MOBILETAKES OVERS
MOBILE STATS
Global mobile traffic
growth in 2012
As of December 2012
Source: Cisco systems
Value of mobile
transactions in 2012.
Source: Gartner
% of American adults who
own a smartphone
As of May 2013.
Source: Pew Research Center
Mobile traffic will increase
13 fold by 2017. Growing
at a compound annual
growth rate (CAGR) of 66
percent from 2012 to 2017
Source: Cisco systems
GILES MCGRATH (Creative Director @ MediaWhiz gmcgrath@mediawhiz.com ) Twitter:
@gilesmcgrath 5
56% 70% 13
fold
$
163.1
Billion
2013 MOBILE TRANSACTIONS
That represents a 44% increase from 2012!
VALUE OF MOBILE TRANSACTIONS IN 2013
$235.4
BILLION
Est.Est.
GILES MCGRATH (Creative Director @ MediaWhiz gmcgrath@mediawhiz.com ) Twitter:
@gilesmcgrath 6
7
HOW TO DESIGN FOR
MOBILE10 EASY STEPS YOU CAN DO
NOW
GILES MCGRATH (Creative Director @ MediaWhiz gmcgrath@mediawhiz.com )
@gilesmcgrath 8
1. Use the K.I.S.S. Principle
GILES MCGRATH (Creative Director @ MediaWhiz gmcgrath@mediawhiz.com ) Twitter:
@gilesmcgrath 9
ZOOM SCOLL TAP JUST
TAP
2. Smart Phones are smart. USE
IT
GILES MCGRATH (Creative Director @ MediaWhiz gmcgrath@mediawhiz.com ) Twitter:
@gilesmcgrath 10
• When you create your mobile site use the
features inherent on every smart phone.
• CLICK TO CALL
• LOCATION FINDER (GPS)
• CAMERA FOR OFFERS
• TWEET FOR PROMOTIONS
3. MY ALMA MATERS(s), not
really.
GILES MCGRATH (Creative Director @ MediaWhiz gmcgrath@mediawhiz.com ) Twitter:
@gilesmcgrath 11
• Think THUMB not MOUSE.
• Features like HOVER do not work
• Use vertical scrolling or simple buttons
4. NAVIGATION
GILES MCGRATH (Creative Director @ MediaWhiz gmcgrath@mediawhiz.com ) Twitter:
@gilesmcgrath 12
• Your site is a mobile piece of
paper.
• Thumbs are really good at
going up and down
• No horizontal scrolling
• No pinch and zoom
5. LESS IS MUCH-MUCH MORE
GILES MCGRATH (Creative Director @ MediaWhiz gmcgrath@mediawhiz.com ) Twitter:
@gilesmcgrath 13
• Mobile sites should be readable at arm’s length
• Make use of “read more” links, collapsible content & bulleted lists
• CUT DOWN YOUR CONTENT. TRIM THE FAT
6. SIMPLE UX/UI
GILES MCGRATH (Creative Director @ MediaWhiz gmcgrath@mediawhiz.com ) Twitter:
@gilesmcgrath 14
• Use CSS to organize content,
not HTML tables
• Use plenty of white space and
lean towards light-colored
backgrounds
• When possible, use single
column designs
7. SIZE MATTERS
GILES MCGRATH (Creative Director @ MediaWhiz gmcgrath@mediawhiz.com ) Twitter:
@gilesmcgrath 15
• Load time greatly affects click-
through rates & time spent on site
• People will move on if site takes
more than 2-3 seconds to load
• Use picture cruncher to shrink large
images
• Use YouTube or HTML5 tags to
quickly render videos. Or don’t use
them.
8. USE A MOBILE URL
GILES MCGRATH (Creative Director @ MediaWhiz gmcgrath@mediawhiz.com ) Twitter:
@gilesmcgrath 16
• Industry best practice has evolved to recognize value of a mobile subdomain
• Don’t replicate desktop site. Create unique mobile version that provides full site access
9. RE-DIRECT (But let them
choose).
GILES MCGRATH (Creative Director @ MediaWhiz gmcgrath@mediawhiz.com ) Twitter:
@gilesmcgrath 17
• Automatically send users to mobile version of your site
• Allow for easy jump to main (full) version of site
10. TEST, TEST THEN RETEST
GILES MCGRATH (Creative Director @ MediaWhiz gmcgrath@mediawhiz.com ) Twitter:
@gilesmcgrath 18
• Several online tools to check
mobile page size, 404 errors, load
times and cross-device
compatibility
• Sites such as
W3CmobileOKchecker.com offer
free page-testing service
Giles that’s great but….
I CAN JUST MAKE MY SITE RESPONSIVE
GILES MCGRATH (Creative Director @ MediaWhiz gmcgrath@mediawhiz.com ) Twitter:
@gilesmcgrath 19
Responsive VS mobile Optimized
20
THAT’S IT. QUESTIONS?
YOU’VE GOT QUESTIONS. WE’VE GOT
ANSWERS.
Like HomeDepot for mobile design
GILES MCGRATH (Creative Director @ MediaWhiz gmcgrath@mediawhiz.com ) Twitter:
@gilesmcgrath 21

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How to Design For Mobile: 10 Easy Steps You Can Do Now

  • 1. DON’T JUST REPLICATEDESIGN FOR MOBILE GILES MCGRATH (Creative Director @ MediaWhiz gmcgrath@mediawhiz.com ) @gilesmcgrath 1
  • 2. INTRO About Giles McGrath www.gilesmcgrath.com • Oversees creative department at MediaWhiz • 12+ years of integrated creative design & strategy • Brands include Verizon Wireless, AT&T, Sony Ericsson, Adidas, Reebok, SoCo, Monster & more GILES MCGRATH (Creative Director @ MediaWhiz gmcgrath@mediawhiz.com ) Twitter: @gilesmcgrath 2 About My Company — MediaWhiz • Integrated digital media & performance marketing ag • Part of Matomy Media Group • Services: Affiliate, Display, Search, Social, Data & Em • Top-25 Digital Agency, Ad Age, 2012
  • 3. MOBILE SITES ARE NOT COMONPLACE ComScore December 2012 ComScore December 2012 ComScore December 2012 1 IN 8 PAGE VIEWS ARE DONE ON A MOBILE DEVICE 79% OF LARGE ONLINE RETAILERS DO NOT HAVE A MOBILE OPTIMIZED SITE 71% OF CONSUMERS DO A MOBILE SEARCH FOR MORE INFOMATION AFTER SEEING A TV, MAGAZINE OR ONLINE AD GILES MCGRATH (Creative Director @ MediaWhiz gmcgrath@mediawhiz.com ) Twitter: @gilesmcgrath 3
  • 5. MOBILE STATS Global mobile traffic growth in 2012 As of December 2012 Source: Cisco systems Value of mobile transactions in 2012. Source: Gartner % of American adults who own a smartphone As of May 2013. Source: Pew Research Center Mobile traffic will increase 13 fold by 2017. Growing at a compound annual growth rate (CAGR) of 66 percent from 2012 to 2017 Source: Cisco systems GILES MCGRATH (Creative Director @ MediaWhiz gmcgrath@mediawhiz.com ) Twitter: @gilesmcgrath 5 56% 70% 13 fold $ 163.1 Billion
  • 6. 2013 MOBILE TRANSACTIONS That represents a 44% increase from 2012! VALUE OF MOBILE TRANSACTIONS IN 2013 $235.4 BILLION Est.Est. GILES MCGRATH (Creative Director @ MediaWhiz gmcgrath@mediawhiz.com ) Twitter: @gilesmcgrath 6
  • 7. 7
  • 8. HOW TO DESIGN FOR MOBILE10 EASY STEPS YOU CAN DO NOW GILES MCGRATH (Creative Director @ MediaWhiz gmcgrath@mediawhiz.com ) @gilesmcgrath 8
  • 9. 1. Use the K.I.S.S. Principle GILES MCGRATH (Creative Director @ MediaWhiz gmcgrath@mediawhiz.com ) Twitter: @gilesmcgrath 9 ZOOM SCOLL TAP JUST TAP
  • 10. 2. Smart Phones are smart. USE IT GILES MCGRATH (Creative Director @ MediaWhiz gmcgrath@mediawhiz.com ) Twitter: @gilesmcgrath 10 • When you create your mobile site use the features inherent on every smart phone. • CLICK TO CALL • LOCATION FINDER (GPS) • CAMERA FOR OFFERS • TWEET FOR PROMOTIONS
  • 11. 3. MY ALMA MATERS(s), not really. GILES MCGRATH (Creative Director @ MediaWhiz gmcgrath@mediawhiz.com ) Twitter: @gilesmcgrath 11 • Think THUMB not MOUSE. • Features like HOVER do not work • Use vertical scrolling or simple buttons
  • 12. 4. NAVIGATION GILES MCGRATH (Creative Director @ MediaWhiz gmcgrath@mediawhiz.com ) Twitter: @gilesmcgrath 12 • Your site is a mobile piece of paper. • Thumbs are really good at going up and down • No horizontal scrolling • No pinch and zoom
  • 13. 5. LESS IS MUCH-MUCH MORE GILES MCGRATH (Creative Director @ MediaWhiz gmcgrath@mediawhiz.com ) Twitter: @gilesmcgrath 13 • Mobile sites should be readable at arm’s length • Make use of “read more” links, collapsible content & bulleted lists • CUT DOWN YOUR CONTENT. TRIM THE FAT
  • 14. 6. SIMPLE UX/UI GILES MCGRATH (Creative Director @ MediaWhiz gmcgrath@mediawhiz.com ) Twitter: @gilesmcgrath 14 • Use CSS to organize content, not HTML tables • Use plenty of white space and lean towards light-colored backgrounds • When possible, use single column designs
  • 15. 7. SIZE MATTERS GILES MCGRATH (Creative Director @ MediaWhiz gmcgrath@mediawhiz.com ) Twitter: @gilesmcgrath 15 • Load time greatly affects click- through rates & time spent on site • People will move on if site takes more than 2-3 seconds to load • Use picture cruncher to shrink large images • Use YouTube or HTML5 tags to quickly render videos. Or don’t use them.
  • 16. 8. USE A MOBILE URL GILES MCGRATH (Creative Director @ MediaWhiz gmcgrath@mediawhiz.com ) Twitter: @gilesmcgrath 16 • Industry best practice has evolved to recognize value of a mobile subdomain • Don’t replicate desktop site. Create unique mobile version that provides full site access
  • 17. 9. RE-DIRECT (But let them choose). GILES MCGRATH (Creative Director @ MediaWhiz gmcgrath@mediawhiz.com ) Twitter: @gilesmcgrath 17 • Automatically send users to mobile version of your site • Allow for easy jump to main (full) version of site
  • 18. 10. TEST, TEST THEN RETEST GILES MCGRATH (Creative Director @ MediaWhiz gmcgrath@mediawhiz.com ) Twitter: @gilesmcgrath 18 • Several online tools to check mobile page size, 404 errors, load times and cross-device compatibility • Sites such as W3CmobileOKchecker.com offer free page-testing service
  • 19. Giles that’s great but…. I CAN JUST MAKE MY SITE RESPONSIVE GILES MCGRATH (Creative Director @ MediaWhiz gmcgrath@mediawhiz.com ) Twitter: @gilesmcgrath 19
  • 20. Responsive VS mobile Optimized 20
  • 21. THAT’S IT. QUESTIONS? YOU’VE GOT QUESTIONS. WE’VE GOT ANSWERS. Like HomeDepot for mobile design GILES MCGRATH (Creative Director @ MediaWhiz gmcgrath@mediawhiz.com ) Twitter: @gilesmcgrath 21