This document discusses the growing importance of mobile and Hispanic consumers. It notes that 53 million Hispanics in the US speak Spanish at home, and they are underserved. Hispanics are loyal customers if their needs are met. The document provides tips for designing mobile experiences, including using frameless grids, free emulators for testing, keeping call-to-action buttons close to thumbs, using placeholder text over labels, and translating all text.

1. MOBILE IS HERE, AND THE
HISPANICS ARE COMING!

2. “What used to fit in a building now fits in your pocket,
and what fits in your pocket today will fit inside a blood
cell in 25 years.”
RAY KURZWEIL
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3. OUR COUNTRY HAS EVOLVED

4. WHEN WILL MOBILE BE
EVERYTHING?

7. SOON.

8. THE HISPANICS ARE COMING!

9. 50% OF THE WORLD IS BILINGUAL

10. 53 MILLION US HISPANICS

11. 36 MILLION SPEAK SPANISH AT HOME

12. HISPANICS OVER INDEX & ARE
UNDERSERVED

13. “The Hispanic consumer represents the greatest potential
for sustained growth in the U.S. today”
NEILSON
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@ZephSnapp

14. US SPANISH SPEAKERS ARE USED
TO BEING IGNORED

15. HISPANICS ARE LOYAL
You Give Us What We are Looking For, You Have Us For Life.

16. HISPANICS LIKE TO TOGGLE

17. SPANISH SPEAKERS ARE
LOW HANGING FRUIT
GO GET THEM!

18. SO WHAT IS THE PROBLEM?
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19. TOO MANY DEVICES,
MORE ON THE WAY

20. USERS KNOW WHAT THEY
WANT TO DO
But they have to understand the system works

21. OUR JOB IS TO MAKE IT EASY
Execute an already known procedure - a
routine skill
Learn a procedure from explicit
instructions
The more knowledge is required, the more
difficult it is to interact effectively.

22. WE LEARNED TO:
Click on links
Share on Social
Scroll
Squeeze and
stretch

23. MAKE IT SIMPLE, WE CAN DO IT

24. STRATEGIC SOLUTIONS
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25. LET’S MOVE BEYOND THIS:

26. Water Flows Like “Chunky Water”
(ht @dmolsen)

27. Content Informs Design
Design Informs Content

28. PERSONAS, NEED STATES & ACTIONS
What decisions will the user make at each
point in the task?
What information will the user need to
make those decisions?

29. WHAT DECISIONS WILL THE USER
MAKE AT EACH POINT IN THE TASK?
Landing
Page,
Towing
• When Are
You Open?
Services
• Can You
Tow Heavy
Duty
Vehicles
Contact
• Phone,
• WhatsApp
• Email

30. KNOW YOUR PERSONAS

31. DESIGN PAGES THAT MEET THEIR NEEDS
Ex: Towing Company Broken Down
GeoOptimization,
Store Locator
Damage
Estimate
Data
Input/Service
Request

32. OPTIMIZE EXPERIENCE, NOT PAGE

33. FOR SOME, SIMPLEST IS BEST
Which Is Also The Easiest To Translate

34. TACTICAL TIPS
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35. FRAMELESS GRIDS FOR ADAPTIVE DESIGN

37. FREE EMULATORS FOR TESTING
http://ipadpeek.com/
http://iphonetester.com/
http://quirktools.com/screenfly/
http://ready.mobi/
http://responsivepx.com/

38. FITT’S LAW SAYS, KEEP CTA’S
CLOSE TO THUMBS

39. LESS INPUTS = MORE ENGAGEMENT
Login via Facebook/Twitter
Put off asking for data

40. UNMASK PASSWORDS

41. USE PLACEHOLDER TEXT
INSTEAD OF LABELS

42. TRANSLATE PLACEHOLDER TEXT
ALMOST NOBODY DOES THIS!

43. LABELS GO ABOVE INPUTS
That way no matter the device, or how
much they zoom, everything will stay it its
place

44. DON’T USE IMAGE BASED TEXT.
EVER.
TypeKit
FontSquirrel
Google Web Fonts

45. SHORT HEADLINES
YES
3 Best Cooking
Apps
NO
3 Cooking Apps That Will
Help You Make Rockin’ Pad
Thai

46. SAME FOR METADATA
Title: 60 Characters
Description: 115 Characters
H/T @mikearneson

47. PIXELS INSTEAD OF
CHARACTERS FOR TEXT

48. BE SMART. BE BRIEF. BUT DON’T
WORRY ABOUT THE “FOLD”

49. ATTEMPT TO PRESENT ALL RELEVANT
INFORMATION SIMULTANEOUSLY:
Long Copy
Infinite Scroll

50. HINT AT CONTENT
OUTSIDE THE SCREEN

51. MOCK UP CONTENT

52. 2 COLUMNS, BETTER THAN 3

53. LEVERAGE APPS AS PLATFORMS
Social Media
IM Apps
Content Placement

55. THANK YOU!
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@ZephSnapp