A presentation prepared for business leaders to advocate for more resources devoted to mobile web and application development. (2010)

1. Mobile for Business
Taking world domination to
the next level …
Kelley Walker – UX/Product Manager, DMM

2. 
“Mobile is the fastest and
cheapest way to reach the
largest number of people. There
are billions of people…who still don't have
access to the Internet. Mobile presents the
biggest opportunity to get them on the
Internet.”

­Chris Sacca, Head of Special Initiatives, Google

3. 
“Anyone betting against
the web right now is an idiot.”

- Daniel Appelquist, Co-Chair,
W3C Mobile Web Initiative

4. Trends: Smart
PhonesNielsen Research:
“We see smartphones crossing
50% of the market by the middle
of 2011, roughly equal to 150 million users.”

5. Mobile is

Compared to the web we all
know and love, the mobile web
is even more fragmented due to market
churn, competition, and technological and
proprietary turf wars among carriers,
providers, manufacturers, OS distributions,
vendors, and networks.

6. Balkanization

7. Hell is other
browsers

The consequence:

400 different mobile devices and 50
different browsers

Google UX for Mobile, Leland Rechisa:
mobile web is balkanized.

We must optimize for a variety of devices,
browsers, languages, carriers, countries,
cultures, contexts of use.

9. Contextual Web

The way someone interacts

with the web has to do with

the context: where she is, who she’s with,
what she’s trying to do, etc.

10. Mobile Complexity
• Challenge
• Not insurmountable
• Solutions need to meet user needs and
goals
• Account for constraints of technology

11. Solutions:
Standards
• Semantic markup
• Standards
• Validation
• Target browsers and devices
• Progressive enhancement
• Content based workflow
• Prototype, test, iterate

16. Solutions: Planning
• Create a solid foundation
upon which to build for our
sister sites and future iterations
• Optimize microformats for third party
mashups
• SEO

17. Security
•
Protect our leads:
•
1. MD5 hash
•
2. Hidden form field

18. Solution: Map
Usability
•
Dan Allen implemented a
beautiful solution for mapping
the dealers using Google Maps’ API
•
With first time use, the user is given the
option of using the map in the browser OR
using the Google Maps API (except
iPhones)
•
Mapping meets the needs of our ‘urgent
now’ customers

19. SEO
•
SEO for mobile is wide-open
•
Most mobile sites don’t use SEO
•
Implemented pared down SEO approach:
title and description
•
Optimized content, alts, and title tags for
keywords and variety of keywords
•
Semantic markup and microformats will go
a long way toward building solid SEO
foundation for future mobile development

20. Metrics
•
The most important part of
web development, especially
mobile web development, is short
development iterations followed by
testing.
•
To that end, we’re implementing Omniture
and Yahoo analytics

21. Market Share: Smart Phone
Brands

22. Opportunities: Shopping,
Browsing, Research
Source: Compete, Inc. 1/2010 http://multivu.prnewswire.com/mnr/compete/41839/

23. Opportunities: Demographics

24. Users: now now now
according to research from
Google, mobile users are always
in the ‘now”. They are:
• repetitive now
• bored now
• urgent now
which one are you?

25. Repetitive Now
•
these users do the same
thing over and over, checking
on facebook, twitter, ebay, stock news
•
design: keep clickness low
•
dev: use accesskeys and tabindex
•
Q: how can our sites meet the
context and needs of these uers?
can we? should we?

26. Bored Now
•
these users have a few minutes
to spare
•
potentially lucrative audience: time to kill,
money to /willing to spend
•
design: enhance site stickiness
•
Q: how can our sites meet the
context and needs of these users?
can we? should we?

27. Urgent Now
•
have a problem or crisis & want answers
immediately
•
design: keep clickness low; findable, easy to
read
•
development: use accesskeys & tabindex
•
Q: how can our sites reach these
uers? can we?

28. Poka Yoke

29. Reduce, reduce,
reduce