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image: flickr.com/photos/gregoryjordan
Architecture and strategy for your mobile content
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!
!
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UX Scotland — Edinburgh, June 19-20
alberta soranzo | @albertatrebla
THE WEB YOU WERE USED TO IS GONE
image: flickr.com/photos/gregoryjordan
REMEMBER THE INTERNET?
image: wtfjeans.com
THE INTERNET IS IN YOUR POCKET
image: wtfjeans.com
WHAT IS MOBILE?
image: huffingtonpost.com (Alamy)
USE
86% of mobile internet users use their
device while watching TV.
source: pocketyourshop.wordpress.com
By end of 2014, mobile internet usage
will overtake desktop internet usage.
source: pocketyourshop.wordpress.com
InternetUsers(MM)
0
500
1000
1500
2000
2007 2009 2011 2013 2015E
Mobile Desktop
Adults spend more time on mobile
media than they do on newspapers and
magazines combined.  
source: pocketyourshop.wordpress.com
what is mobile?
What is mobile?
image: flickr.com/photos/guidedbycthulhu
SO, WHAT IS MOBILE AGAIN?
source: pocketyourshop.wordpress.com
USA
18%
82%
Africa
24%
76%
Asia
30%
70%
This is up 192.5%since 2011.
source: pocketyourshop.wordpress.com
MOBILE ONLY PAGEVIEWS
2010 2013
12.7%3.7%
North America
8.1%1.5%
Europe
22.9%4.5%
Asia
14.2%2.9%
Worldwide
5.3%.9%
South America
16.6%4.8%
Africa
12.8%2.8%
Oceania
99% of smartphone owners use
their mobile browser at least once a
day. 
source: pocketyourshop.wordpress.com
46% of consumers
will NOT return to a mobile site
that is not working properly.
source: pocketyourshop.wordpress.com
74% of consumers will wait 5
seconds for a web page to load on
their mobile device before abandoning
the site.
source: pocketyourshop.wordpress.com
39% of business do nothing to
make their site mobile-ready.
source: pocketyourshop.wordpress.com
MOBILE ONLY USERS
source: mobithinking.com
Country % mobile-only Country % mobile-only
Egypt 70% Indonesia 44%
India 59% Thailand 32%
South Africa 57% China 30%
Ghana 55% US 25%
Kenya 54% UK 22%
Nigeria 50% Russia 19
SEARCH
95% of mobile users use
their devices for local search. 
source: pocketyourshop.wordpress.com
52% of all local searches are
done from a mobile device.
source: pocketyourshop.wordpress.com
source: pocketyourshop.wordpress.com
3 out of every 5 searches
are conducted on a mobile device. 
source: pocketyourshop.wordpress.com
9 out of every 10 searches
mobile phone searches result in a
purchase or visit. 
The web you were used to is gone. Architecture and strategy for your content.
DIRECTV
DO YOU HAVE A WEBSITE?
“You need to get your content onto mobile
devices. Period.”
— Karen McGrane
WHO DECIDES WHAT MATTERS?
image: flickr.com/photos/d_space
MOBILE IS SOCIAL
image: flickr.com/photos/strandloper/
source: allfacebook.com
source: allfacebook.com
Users(MM)
0
250
500
750
1000
Q4 12 Q1 13 Q2 13 Q3 13 Q4 13
296
254
219
189
157
945
874
819
751
680
Mobile Mobile Only
FACEBOOK
NO MORE BOUNDARIES
“If people want to do something on the
internet, they will want to do it using their
mobile device. Period.”
— Karen McGrane
WHAT ABOUT CONTEXT?
image: flickr.com/photos/kattebelletje/
WHAT ABOUT CONTEXT?
image: flickr.com/photos/piblet
ONE SITE
Examples of diffent sites on different platform
MANY DEVICES
image: flickr.com/photos/cannedtuna
THERE IS NO SUCH A THING AS
MOBILE INFORMATION ARCHITECTURE
WHAT IS IA?
The structural design of shared information
environments.
source: en.wikipedia.org/wiki/Information_architecture
CROSS-CHANNEL IA BLUEPRINT
image: tylertate.com/blog/2012/02/21/cross-channel-ia-blueprint.html
image: journalofia.org/volume1/issue1/02-brugnoli/jofia-0101-02-brugnoli.pdf
TOUCHPOINTS MATRIX
WHAT DOES IA DO?
IA interprets information and expresses
distinctions between signs and systems of
signs and involves the categorization of
information into a coherent structure.
source: en.wikipedia.org/wiki/Information_architecture
DESKTOP
TABLET
MOBILE
MOBILE PATTERNS
The organization structure is usually hierarchical, but
can have other structures, such as concentric or even
chaotic.
image: Android Design Patterns
STRUCTURE AS DESIGN PATTERNS
WAYFINDING
MOBILE PATTERNS - HIERARCHY
source: uxbooth.com
MOBILE PATTERNS - HIERARCHY
MOBILE PATTERNS - HUB & SPOKE
source: uxbooth.com
MOBILE PATTERNS - HUB & SPOKE
MOBILE PATTERNS - NESTED DOLL
source: uxbooth.com
MOBILE PATTERNS - NESTED DOLL
MOBILE PATTERNS - TABBED VIEW
source: uxbooth.com
MOBILE PATTERNS - TABBED VIEW
MOBILE PATTERNS - BENTO BOX
source: uxbooth.com
MOBILE PATTERNS - BENTO BOX
MOBILE PATTERNS - FILTERED VIEW
source: uxbooth.com
MOBILE PATTERNS - FILTERED VIEW
Filter Filter
image: flickr.com/photos/10ch
MANAGING INFORMATION TO CREATE MEANING
SENSE-MAKING
CONTENT = INFORMATION
“Typically information foraging must be
analysed as decision making under
uncertainty”
— Peter Pirolli
PROGRESSIVE DISCLOSURE
WAYFINDING FOR SENSEMAKING
THE HOMEPAGE IS DEAD
image: martinbelam.com
THE BUZZFEED ARTICLE
image: martinbelam.com
THE NYTIMES REPORT
image: martinbelam.com
ACTUALLY, NOT YET
The web you were used to is gone. Architecture and strategy for your content.
The web you were used to is gone. Architecture and strategy for your content.
The web you were used to is gone. Architecture and strategy for your content.
The web you were used to is gone. Architecture and strategy for your content.
THERE IS NO SUCH A THING AS
MOBILE CONTENT STRATEGY
image: abookapart.com
THE CHALLENGE
Adaptive content is more than just “mobile.” It means getting your content into a format so you can share and
distribute it to any platform you want. It means you can get your content onto platforms you control—and platforms
you don’t. It even means you’ll have a fighting shot at getting your content onto platforms that haven’t been
invented yet.
ADAPTIVE CONTENT
Reusable
Strong structure
Independent of presentation layer
Metadata
Content Management System (CMS)
ADAPTIVE CONTENT
Adaptive content is more than just “mobile.” It means getting your content into a format so you can share and
distribute it to any platform you want. It means you can get your content onto platforms you control—and platforms
you don’t. It even means you’ll have a fighting shot at getting your content onto platforms that haven’t been
invented yet.
REUSABLE CONTENT
Find examples
CONTENT MODEL
NEWSLETTER
SIGNUP
PROGRAM 1
(50 WORDS MAX)
PROGRAM 2
(50 WORDS MAX)
PROGRAM 2
(50 WORDS MAX)
GLOBAL NAVIGATION AND SERVICE LINKS SEARCH
LOGO AND SLOGAN
MAIN NAVIGATION
CAROUSEL PHOTO
FEATURED PRODUCT 1
(3 WORDS MAX)
FEATURED PRODUCT 2
(3 WORDS MAX)
PUB SEARCH
SLIDE TITLE (10 WORDS MAX)
SLIDE TEASER (50 WORDS MAX)
ASK THE EXPERT
(100 WORDS MAX)
TOPIC CENTER
(10 LINKS x 4 WORDS MAX)
HEALTH CARE REFORM
(100 WORDS MAX)
SPOTLIGHT
(100 WORDS MAX)
PROGRAM 1
(50 WORDS MAX)
PROGRAM 2
(50 WORDS MAX)
PROGRAM 2
(50 WORDS MAX)
NEWS
(5 LINKS x 10 WORDS MAX)
STRUCTURED CONTENT
STRUCTURED CONTENT
NEWSLETTER
SIGNUP
GLOBAL NAVIGATION AND SERVICE LINKS SEARCH
CAROUSEL PHOTO
FEATURED PRODUCT 1
(3 WORDS MAX)
FEATURED PRODUCT 2
(3 WORDS MAX)
PUB SEARCH
SLIDE TITLE (10 WORDS MAX)
SLIDE TEASER (50 WORDS MAX)
TOPIC CENTER
(10 LINKS x 4 WORDS MAX)
NEWS
(5 LINKS x 10 WORDS MAX)
NAV SEARCH (SITE AND PUBS)
SLIDE TEASER SHORT

(10 WORDS MAX)
FEATURED PRODUCT 1
(3 WORDS MAX)
TOPIC CENTER
(5 LINKS x 4 WORDS
MAX)
NEWS
(5 LINKS x 10
WORDS MAX)
CAROUSEL
PHOTO
THUMB
FEATURED PRODUCT 2
(3 WORDS MAX)
METADATA
image: http://dev.npr.org/#station-finder-api-examples
THE INTERNET IN YOUR POCKET
image: techpinions.com
THE FUTURE WAS YESTERDAY
THE FUTURE IS YESTERDAY
image: slashgear.com
BTW
image: flickr.com/photos/gregoryjordan
STEPHEN HAY
thank you
alberta soranzo | @albertatrebla | wearefriday.com
RESOURCES
Content Strategy for Mobile
Karen McGrane
A Book Apart, 2011
!
Pervasive Information Architecture
Andrea Resmini, Luca Rosati
Morgan Kaufman, 2012
!
Content Everywhere
Sara Wachter-Boettcher
Rosenfeld Media, 2012
!
Android Design Patterns
Greg Nudelman
Wiley, 2013
!
Information Foraging Theory: Adaptive Interaction with Information
Peter Tirolli
Oxford University Press (USA), 2009
!
Fisher, J., Norris, S., & E. Buie (2012).
Sense-making in Cross-channel Design
Journal of Information Architecture. Vol. 4, No. 1-2.
journalofia.org/volume4/issue2/02-fisher/

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The web you were used to is gone. Architecture and strategy for your content.