In this session took a look at how real people use the internet, be it directly or through a connected device and how task performance and engagement levels are directly connected to the quality of the information made available. We explores ways to personalize content delivery and increase utilization and relevance of services provided, and how to engage and support users in their journey through an experience, while attending to the specific details of a business or service proposition. We also went under the hood to understand how to structure content to make it adaptive, how to organize it to make it findable, what the specific challenges and opportunities of the mobile space are and how to create outstanding experiences that integrate seamlessly in a true cross-channel strategy.

1. YOU KEEP SAYING MOBILE
(I DO NOT THINK IT MEANS WHAT YOU THINK IT MEANS)
UCD — London, October 24-25
alberta soranzo | @albertatrebla | wearefriday.com

2. CC image: http://en.wikipedia.org/wiki/Modem

3. image: http://businessinsider.com.au

4. image: huffingtonpost.com (Alamy)
image: flickr.com/photos/justard/12300416746/

5. SO, WHAT IS MOBILE
CC image: flickr.com/photos/guidedbycthulhu

6. image: kellianderson.com/

7. 2010 2013
3.7% 12.7%
North America
1.5% 8.1%
Europe
4.5% 22.9%
Asia
.9% 5.3%
South America
4.8% 16.6%
Africa
2.8% 12.8%
Oceania
source: pocketyourshop.wordpress.com

8. This is up 192.5% since 2011.
source: pocketyourshop.wordpress.com

9. Internet Users (MM)
2000
1500
1000
500
0
Mobile Desktop
2007 2009 2011 2013 2015E
source: pocketyourshop.wordpress.com

10. 90% VISIT OR PURCHASE 60% SEARCH
source: pocketyourshop.wordpress.com
95% LOCAL SEARCH

11. 74% WAITS 5 SEC 46% WILL NOT RETURN 39% DOES NOTHING
source: pocketyourshop.wordpress.com

14. “If people want to do something on the internet, they
will want to do it using their mobile device. Period.”
— Karen McGrane
CC image: flickr.com/photos/zeldman/10027189005

15. image: flickr.com/photos/piblet
image: https://www.flickr.com/photos/robef/8091483876

16. image: huffpost.com

18. “The internet is about two things… actually,
make that one.”

19. WHO DECIDES WHAT MATTERS?
image: flickr.com/photos/d_space

20. image: hercampus.com

21. “You need to get your content onto mobile devices.
Period.”
— Karen McGrane
CC image: flickr.com/photos/zeldman/10027189005

22. ONE SITE

24. INFORMATION ARCHITECTURE
image: flickr.com/photos/cannedtuna
(IT REALLY MEANS STRUCTURE)

25. The structural design of shared information
environments.
source: en.wikipedia.org/wiki/Information_architecture

26. image: tylertate.com/blog/2012/02/21/cross-channel-ia-blueprint.html

27. WAYFINDING
(STRUCTURE AS DESIGN PATTERNS)
image: http://www.smashingmagazine.com/2014/10/13/wayfinding-for-the-mobile-web/

28. image source: http://www.smashingmagazine.com/2014/10/13/wayfinding-for-
the-mobile-web/

29. MAKING SENSE
(MANAGING INFORMATION TO CREATE MEANING)
image: flickr.com/photos/10ch

30. “Typically information foraging must be analysed as
decision making under uncertainty”
— Peter Pirolli
CC image: lickr.com/photos/treerao/3064525586/

31. CC image: flickr.com/photos/cafnr/14352437798

34. THE HOMEPAGE IS DEAD
image: martinbelam.com

35. image: martinbelam.com

38. image: abookapart.com
image: sarawb.com
CONTENT STRATEGY
(IT REALLY MEANS MAKING CONTENT FUTURE-FRIENDLY)

40. “PDFs are where the internet goes to die”

41. image: idownloadblog.com

45. http://next.theguardian.com/blog/container-model-blended-content/

47. “Metadata is a love note to the future”
— Karen McGrane
CC image: flickr.com/photos/zeldman/10027189005

48. GLOBAL NAVIGATION AND SERVICE LINKS SEARCH
SLIDE TITLE (10 WORDS MAX)
SLIDE TEASER (50 WORDS MAX)
NEWSLETTER
SIGNUP
CAROUSEL PHOTO
FEATURED THING
(3 WORDS MAX)
THING YOU WANT TO SHOW
(3 WORDS MAX)
SECONDARY SEARCH
LIST OF OTHER THINGS
(10 LINKS x 4 WORDS MAX)
NEWS
(5 LINKS x 10 WORDS MAX)
NAV SEARCH (SITE AND PUBS)
SLIDE TEASER SHORT
(10 WORDS MAX)
CAROUSEL
PHOTO
THUMB
THING YOU WANT TO SHOW
(3 WORDS MAX)
THING YOU WANT TO SHOW
(3 WORDS MAX)
LIST OF OTHER
THINGS
(5 LINKS x 4
WORDS MAX)
NEWS
(5 LINKS x 10
WORDS MAX)
GLOBAL NAVIGATION AND SERVICE LINKS SEARCH
NEWSLETTER
SIGNUP
OTHER THING
(50 WORDS MAX)
OTHER THING
(50 WORDS MAX)
OTHER THING
(50 WORDS MAX)
LOGO AND SLOGAN
MAIN NAVIGATION
CAROUSEL PHOTO
FEATURED THING
(3 WORDS MAX)
FEATURED THING
(3 WORDS MAX)
SECONDARY SEARCH
SLIDE TITLE (10 WORDS MAX)
SLIDE TEASER (50 WORDS MAX)
THING YOU WANT TO SHOW
(100 WORDS MAX)
THING YOU WANT TO SHOW
(10 LINKS x 4 WORDS MAX)
THING YOU WANT TO SHOW
(100 WORDS MAX)
THING YOU WANT TO SHOW
(100 WORDS MAX)
OTHER THING
(50 WORDS MAX)
OTHER THING
(50 WORDS MAX)
OTHER THING
(50 WORDS MAX)
NEWS
(5 LINKS x 10 WORDS MAX)

49. GLOBAL NAVIGATION AND SERVICE LINKS SEARCH
SLIDE TITLE (10 WORDS MAX)
SLIDE TEASER (50 WORDS MAX)
NEWSLETTER
SIGNUP
CAROUSEL PHOTO
FEATURED THING
(3 WORDS MAX)
THING YOU WANT TO SHOW
(3 WORDS MAX)
SECONDARY SEARCH
LIST OF OTHER THINGS
(10 LINKS x 4 WORDS MAX)
NEWS
(5 LINKS x 10 WORDS MAX)
NAV SEARCH (SITE AND PUBS)
SLIDE TEASER SHORT
(10 WORDS MAX)
CAROUSEL
PHOTO
THUMB
THING YOU WANT TO SHOW
(3 WORDS MAX)
THING YOU WANT TO SHOW
(3 WORDS MAX)
LIST OF OTHER
THINGS
(5 LINKS x 4
WORDS MAX)
NEWS
(5 LINKS x 10
WORDS MAX)
GLOBAL NAVIGATION AND SERVICE LINKS SEARCH
NEWSLETTER
SIGNUP
OTHER THING
(50 WORDS MAX)
OTHER THING
(50 WORDS MAX)
OTHER THING
(50 WORDS MAX)
LOGO AND SLOGAN
MAIN NAVIGATION
CAROUSEL PHOTO
FEATURED THING
(3 WORDS MAX)
FEATURED THING
(3 WORDS MAX)
SECONDARY SEARCH
SLIDE TITLE (10 WORDS MAX)
SLIDE TEASER (50 WORDS MAX)
THING YOU WANT TO SHOW
(100 WORDS MAX)
THING YOU WANT TO SHOW
(10 LINKS x 4 WORDS MAX)
THING YOU WANT TO SHOW
(100 WORDS MAX)
THING YOU WANT TO SHOW
(100 WORDS MAX)
OTHER THING
(50 WORDS MAX)
OTHER THING
(50 WORDS MAX)
OTHER THING
(50 WORDS MAX)
NEWS
(5 LINKS x 10 WORDS MAX)

51. BTW
image: flickr.com/photos/gregoryjordan

53. THANK YOU
alberta soranzo | @albertatrebla | wearefriday.com