Goin' Mobile - Maine PR Council Webinar

Goin’ Mobile:
What PR pros need to know

MPRC Webinar Series
www.meprcouncil.org

pleinairinteractive.com

welcome...

To participate:
hello@pleinairinteractive.com


plein air interactive
An interactive agency for museums...

Online communications strategy
Bulletproof design/branding
Easy content management
Mobile tours/apps/sites
e-commerce


Questions...

How many of you have a computer?
Smartphone?
Tablet?


Questions...
Do you already offer an optimized
mobile experience?
Are you planning on doing so in the
next 6 months?


Today’s Agenda
Mobile User Experience (what’s different?)
Keys to a successful mobile user experience
Designing for the mobile user experience
Mobile Strategy Tips
Resources
Q&A


Why care about mobile?

Professional communicators need to know how
people use mobile devices so that they are
prepared to effectively present their messages
and create understanding.


25B downloads from Apple Store; 1B/month
Tablet ownership: 10% > 20%... 20% > 29%
(Pew)
More mobile users than PC users by 2015
More m-commerce than e-commerce by 2015
(Gartner)
15M iPads, 4M Kindle Fire’s sold during
Holiday period

12.6 Million iPhone users visit Google Maps
every day (7.6 Million Android users)
60% of of smartphones run Android, 34% run
iOS (source: Canalys) -- but iPhones account
for half the trafﬁc
40% of mobile searches are for local places
or things


Mobile Devices
Smart phone


Mobile Devices
Tablets


Mobile Devices
Laptops (yes, laptops)


What analog device did they replace?
Computer
Tablet
Smartphone


What analog device did they replace?
Computer = typewriter
Tablet = book
Smartphone = “dumb” phone


When do we use them? (context)
Computer
Tablet
Smartphone


Device Context
Computer = work
Tablet = reading, casual
Smartphone = immediate, location sensing


Computer - Tasks
Build a website
Write a book
BUY
CREATE


Tablet - Tasks
View a website
Read a book
BUY
CONSUME information


Smartphone - Tasks
Its “killer app”: killing time
Check in: foursquare, email, call, Facebook, Twitter
Communicate immediately: Facebook, Twitter,
Instagram, Pinterest
Gather data about a location
BUY?
CONSUME + CONNECT


Games
Weather
Social networking
Maps, navigation, search
Music
News
Entertainment
Most frequent
Video, movies
Shopping/retail
mobile tasks
Dining/restaurant
Sports
Productivity
Communication
Travel


News
Weather
Email
Social media
Personal Interest

Top 5 mobile
app categories


Computer

- Luke Wrobleski, http://www.lukew.com/ff/entry.asp?1451 - 11/22/11


Smartphone



Tablet



What do we use to buy?

83% - computer owners
63% - tablet owners
31% - smartphone (impulse buys)

- JumpTap/comScore


What do people buy?
Event tickets - 38%
Daily deals - 38%
Apparel - 36%
Travel/books/games/movies - 33%
Consumer electronics - 32%
Flowers + gifts -30%
Toys - 30%
General services (photo printing, shipping, etc.) - 26%
Consumer packaged goods - 25%

- JumpTap/comScore


Who buys?
Tablets:
67% of men
39% of women
Smartphones:
39% of men
23% of women

- JumpTap/comScore


Who buys?

iPhones + iPads = 92% of all mobile purchases
during the 2011 Holidays
Average purchase is higher with iOS devices: $123
vs. $101 for Android devices

- RichRelevance


Native or Web?

Only 4% of consumers said they prefer to use
a company’s (native) app - Zmags survey
25% of all native apps are used just once
(Localytics)
People prefer b/c they can more easily
comparison shop


(not) Going Native
Expense will increase (more devices to test)
HTML5 will improve capabilities
Better integration with the full web

For now, build native apps.
Eventually, though, apps will move from “the store” to the Web

- Jakob Nielsen, http://www.useit.com/alertbox/mobile-sites-apps.html - 2/13/12


6 keys to a successful
mobile user experience
Do a mobile task analysis
Deﬁne your strategy for mobile UX
Adopt mobile style guidelines
Use prototypes to validate mobile UX
Build in mobile accessibility
Test on target devices


Mobile Task Analysis

What do you want people to do?
Where will they be when they are doing it?
(what’s the context)
When will they be doing it?
Create personas and write up use cases


Deﬁne

Describe your target audience’s needs,
context - understand them
Outline their tasks - and how you’re app helps
them accomplish them
Deﬁne the architecture (getting
started...messages...context-
sensitivity...accessibility)
List target mobile devices


Typical Mobile Tasks

Managing Deadlines
Rapid Change
Business Information (reference)
Directions (location)
Public transportation
Emergencies
Communication (checking in)


Typical eReader Tasks

Organize
Share

READ!


Touch
Press
Tap
Drag
Flick Touch Terms
Slide
Swipe
Pinch
Rotate
Zoom
- Luke Wrobleski, http://www.lukew.com/ff/entry.asp?1071


Mobile Messages - signals

Getting started
Tour
Progress
Demo (examples)
Friendly error messages
Conﬁrmation messages (but not too many)


Mobile design techniques

“Detect and direct”
Responsive Web Design


Detect and Direct
Detect the device and show custom mobile site:

Feed a different set of templates/HTML (at
same URL)
Feed a different style sheet (but use same
markup) at same URL
Redirect to a mobile site “m.mysite.com”


Examples - detect and direct
www.pleinairinteractive.com
www.walkerart.org
mobile.boston.com
www.imamuseum.org/mobile


Use a single codebase to render a site:

Media queries
Fluid grids
Flexible images and media, through dynamic
resizing or CSS


Examples - Responsive Web Design

www.happycog.com
www.crushlovely.com
curator.pleinairinteractive.com


Mobile Usability

“Design for mobile ﬁrst.” - Luke Wrobleski
“If in doubt, leave it out.” - Jakob Nielsen
“Make it tapworthy.” - Josh Clark


Best Practices for Mobile


Make the most of small screens

Make tasks obvious
Reduce words - be a ruthless editor
Plan for partial attention
Design to focus on critical content


Provide what they need
when they need it

“Progressive Disclosure”
Quick access to easy/common tasks


Minimize typing
Include defaults
Compute ﬁeld values
Drop-downs, not text boxes
Auto-complete
Allow for typoes
Make text boxes big enough
Provide error recovery and conﬁrmation
(“undo”, “are you sure?”)


Consider ergonomics

Phones are used with one hand, standing up
Tablets are used with two hands, sitting down


Consider context

Who will be using this app?
What will they be doing?
Where will they be?
When will they be doing it?
Why will they be doing it?


Design the tappable area
Space between touchpoints
Size of touchpoint:
Apple: 44x44 pixels (“ﬁngertip size”)
Microsoft: 38x38
Google/Android: density-dependent,
enables scaling


Trends to watch
Augmented reality
Artiﬁcial intelligence
Image recognition
Biometrics
Transactions
HTML5
Native >> Web

Strategy

Create: Digital Engagement


Strategy
Know your audience
Analyze your audience
You need a mobile-friendly website
Editorial response plan for social media
Have a dashboard to improve awareness +
response time
Use a smartphone (iPhone) like a boss


Get them to your site


Don’t.....


Don’t.....

wtfqrcodes.com


Don’t say....

Click here!


Tools/Apps
Buffer - bufferapp.com - scheduled posting
to Twitter, FB, LinkedIn and analytics
Twylah - twylah.com - increases engagement
Tumblr - tumblr.com - post images,
messages from mobile devices
Instagram - instagram.com - Post photos,
cross-post to Facebook, Twitter
Foursquare - foursquare.com - check ins

Must-read books
Mobile First - Luke Wrobleski
Alertbox - Jakob Nielsen (mobile usability)
UIE.com - Jared Sprool (mobile articles,
webinars)
Tapworthy: Designing Great iPhone Apps -
Josh Clark
eBooks: Ann Rockley, Charles Cooper


Resources
Luke Wrobleski - ideation and design: http://www.lukew.com/ff/

Mobile ﬁrst: http://www.abookapart.com/products/mobile-ﬁrst

Alertbox: http://www.useit.com/alertbox/

eBooks 101: http://www.ebooks101book.com

Responsive Web Design: http://www.abookapart.com/products/
responsive-web-design

Touch gesture reference guide, stencils: http://www.lukew.com/ff/
entry.asp?1071

User Interface Engineering - webinars, articles: http://www.uie.com/


Q&A
hello@pleinairinteractive.com


Thank you

Rob Landry
rob@pleinairinteractive.com
www.pleinairinteractive.com

@portlandhead, @gopleinair
facebook.com/gopleinair
linkedin.com/in/robertarthurlandry


Goin' Mobile - Maine PR Council Webinar

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