This deck is from a session on mobile content development at ASU Innovation Center's Design Thinking Workshop for high school teachers

1. Designing
Content
for
Mobile
MAKING
APP
EXPERIENCES
THAT
MATTER
TEACH
FOR
AMERICA
|
Design
Thinking
Workshop:
Content
for
Mobile
Apps
Course
September
25,
2014

2. Hi,
I’m
Bekah!
@REBEKAHCANCINO

3. BUT
FIRST,
THE
MOBILE
CONTEXT!

4. YOU
KEEP
USING
THAT
WORD
I
DON’T
THINK
IT
MEANS
WHAT
YOU
THINK
IT
MEANS

5. CONTEXT
ISN’T
TIED
TO
DEVICES
CONTEXT
IS
TIED
TO
PEOPLE

6. “I
love
ficXon.
UFOs,
unicorns,
faith
healing,
the
Mobile
Web,
the
Mobile
Context,
psychics.”
-­‐
Stephen
Hay

7. CONTEXT
AND
CONTENT
BEFORE
PLATFORM
WONDERING
WHERE
TO
START
Should
we
design
a
mobile
website
or
a
naXve
app?
Should
we
build
separate
apps
for
iOS
and
Android?
What
about
other
plaaorms,
like
Windows?
Should
build
a
responsive
website
that
will
adapt
across
desktops,
tablets,
and
phones?
The
answer
is
always,
“It
depends.”
From
Content
Strategy
for
Mobile
by
Karen
McGrane.

8. CONTEXT
AND
CONTENT
BEFORE
PLATFORM
THINGS
TO
CONSIDER
ü Speed
ü Gestures
ü Polish
ü Discoverability
ü Search
ü Sharing
ü Accessibility
ü Content
ü Funnel
ü Multi-channel
maintenance

9. CONTENT
BEFORE
PLATFORM

10. CONTEXT
BEFORE
CONTENT

11. TECHNOLOGY
(FEASIBILITY)
BUSINESS
(VIABILITY)
HUMAN
VALUES
(USABILITY
&
DESIRABILITY)
CONTENT
STRATEGY

12. CHALLENGE
DESIGN
A
BETTER
WAY
FOR
STUDENTS
TO
MANAGE
THE
COLLEGE
APPLICATION
PROCESS

13. How
might
we…
PosiXon
‘Apply
Easy’
and
as
a
new,
useful
tool
to
help
high
school
students
manage
their
college
applicaXon
process?
Help
students
to
feel
empowered
to
manage
their
applicaXon
processes
without
seeing
a
counselor?
Encourage
students
to
make
smart
financing
choices?

14. APPROACH
CO-­‐DESIGNING
BETTER
SOLUTIONS
TOGETHER
WITH
DESIGN
THINKING

15. “People
are
more
collaboraXve
and
innovaXve
when
they’re
together.”
-­‐
MARISSA
MAYER,
YAHOO
CEO

16. THE
WHOLE
IS
GREATER
THAN
THE
SUM
OF
ITS
PARTS

17. CO-­‐CREATION
AND
CONTENT
STRATEGY
MAKE
THIS
POSSIBLE

18. KEEP
IN
MIND
CO-­‐CREATION
SETS
YOU
UP
FOR
SUCCESS
Gathering
a
cross-­‐discipline
team
that
represents
the
perspecXves,
needs,
and
knowledge
of
everyone
who
has
an
interest
in
the
product
is
essenXal.
You
need
to
get
everyone
who
knows
what
it
takes
to
make
that
product
successful
together
in
the
same
room.
Yes,
that
includes
customers,
too.

19. “Design
begins
when
first
you
view
the
world
through
the
eyes
of
another.”
-­‐
C.
WEST
CHURCHMAN

20. EMPATHIZE
TO
UNDERSTAND
NEEDS
THINKING
DOING
FEELING
EFFECTIVE
CONTENT

21. EMPATHIZE
TO
UNDERSTAND
NEEDS
THINKING:
These
are
the
factors
that
relate
to
our
users’
learning
behaviors.
What
are
the
users’
cogni>ve
assump>ons
when
accessing
our
content?
What
are
users’
maximum
poten>als
for
learning?
Can
we
make
assump>ons
or
do
we
have
metrics
that
provide
us
knowledge
about
their
educa>on
level?
From
Context
in
Content
Strategy
by
Daniel
Eizans.
Read
more
here.

22. EMPATHIZE
TO
UNDERSTAND
NEEDS
FEELING:
These
factors
that
relate
to
emoXonal
needs.
Are
users
stressed
when
they
access
our
content?
Are
they
feeling
confident
or
confused?
Are
they
>red
or
under
stress?
From
Context
in
Content
Strategy
by
Daniel
Eizans.
Read
more
here.

23. EMPATHIZE
TO
UNDERSTAND
NEEDS
DOING:
These
factors
account
for
the
users
physical
environment
and
sXmuli.
What
environmental
s>muli?
What
ac>vi>es
are
users
doing
when
they
access
our
content?
What
are
their
daily
habits?
Are
they
disabled
or
able
bodied?
From
Context
in
Content
Strategy
by
Daniel
Eizans.
Read
more
here.

24. DESIGN
AN
OVERVIEW
OF
THE
STRATEGY
BEHIND
THE
SOLUTION

25. STEP
1
ESTABLISH
CLEAR
GOALS
Why
does
this
app
exist?
What
does
success
look
like
for
this
project?
How
will
we
measure
success?
What
does
this
app
need
to
help
people
accomplish?
Does
this
app
relate
to
a
larger
flow?
Are
we
working
toward
a
parXcular
metric
(conversion
rate,
dollars
per
order)?

26. STEP
2
DETERMINE
WHAT
THE
CLIENT
NEEDS
THE
APP
TO
DO

27. STEP
3
DETERMINE
WHAT
THE
USER
NEEDS
TO
DO
AND
RELATED
TASKS

28. KEEP
IN
MIND
MOBILE
TASKS=MOBILE
CONTENT

29. STEP
4
FORCE
PRIORITY
OF
BOTH
CLIENT
WANTS
AND
USER
NEEDS/TASKS

30. STEP
5
GROUP
RELATED
CLIENT
WANTS
WITH
USER
TASKS
LOOK
FOR
GAPS
DETERMINE
CONTENT
NEEDS
THAT
AREN’T
ACCOUNTED
FOR
AND
DISCUSS
OUT
OF
SYNC
PRIORITIES

31. STEP
6
MAP
CONTENT
HIERARCHY
TO
APPLICATION
LAYOUT

32. STEP
7
PROTOTYPE,
TEST,
AND
REFINE

33. GUIDELINES
BEST
PRACTICES
FOR
CREATING
MOBILE
CONTENT

34. DO
YOUR
HOMEWORK
FOR
USER-­‐FRIENDLY
COPY
ASK
QUESTIONS
How
might
the
reader
be
feeling?
How
do
we
want
them
to
feel
instead?
What
is
the
goal
of
the
message?
How
will
we
accomplish
that?

35. FOLLOW
UX
WRITING
BEST
PRACTICES
FOR
EASY-­‐TO-­‐UNDERSTAND
APP
CONTENT
UX
WRITING
GOLDEN
RULES
1.
BE
CLEAR:
consistent
use
of
nomenclature,
free
from
idioms,
local
language,
etc.
2.
BE
BRIEF
3.
BE
INVISIBLE:
content
should
fade
into
the
overall
experience
4.
WORK
IN
TEAMS:
content
isn’t
experienced
free
from
design
and
development
5.
FUNCTION
BEFORE
FORM:
you
have
to
meet
basic
usability
needs
before
you
can
delight

36. FURTHER
READING
CONTENT
STRATEGY
FOR
MOBILE,
KAREN
MCGRANE
Buy
the
book.

37. Let’s
get
to
work!