Content design for mobile

Design for Mobile Content

Ahava LeibtagPresident

Aha Media Group

February 2, 2017

@ahavaL #webcondc

The Martian

Designing for mobile is about content strategy work first and

then mobile design second.

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Steps to Great Content Design for Mobile1. Understand users’ needs2. Understand your business3. Understand the content ecosystem4. Create content models and core pages5. Prioritize the content

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Understand Users’ Needs

Backstory: He has been working for the same law firm for 12 years and business has been growing quickly. His administrator hired the previous two IT companies but neither of them could keep up with the firm’s growing needs and he was disappointed by their work ethic. He knows the firm needs outstanding outside help because they don’t have the resources to bring in an internal IT employee. He wants a company that will help anticipate the firm’s needs. He wants to hire a highly recommended company that is extremely reliable.

Age: 38Lives in: Bethesda, MDEducation: Georgetown Law School, Penn UndergraduateOccupation: Patent Attorney in Washington, D.C.HH Income: 250K (+50K)Family: Wife, Julie, 34, Graphic DesignerDaughter, Danielle, 11Son, Michael, 8

Lifestyle/Personality: • Drives an Acura and wife drives a

Honda CRV• Gym membership and plays tennis• Coaches Michael’s soccer team• Family travels twice a year to California• Shops at Brooks Brothers and J.Crew• Dines out often with clients

Devices and Channels: iPhone, iPad, laptop and desktop

News and Information: Reads the Wall Street Journal and world news online

Tasks and Objectives:• What kind of IT support do you provide?• How much experience do you have with the

legal industry? • Do you have after business hours and

weekend technical support? How responsive are you during those times?

• Is there an assigned primary technical consultant?

• Will you recommend and purchase hardware and software products for my law firm?

• What is your pricing structure?• Who are some of your clients? Can you

provide customer recommendations?

Adam J. Seeking IT services: “We need professional help with our IT.”

Motivations

• Find an IT company that will be a good fit for his firm

Primary Questions

• What kind of IT support do you provide?• How much experience do you have with the

legal industry?• Do you have after business hours and


Secondary Questions

• Is there an assigned primary technical consultant?• Will you recommend and purchase hardware and

software products for my lawfirm?• What is your pricing structure?• Who are some of your clients? Can you provide

customer recommendations?

Actions

• Call with questions• Schedule a meeting

Possible Encounters:

• Search online• Referrals

Possible Content:

• Services• Portfolio• Support Hours

Possible Content:

• Products• Pricing• Customer Testimonials

Possible Modes of Engagement


Motivations

• Find an IT company that will be a good fit for his firm

Primary Questions

• What kind of IT support do you provide?• How much experience do you have with the

legal industry?• Do you have after business hours and


Secondary Questions

• Is there an assigned primary technical consultant?• Will you recommend and purchase hardware and

software products for my lawfirm?• What is your pricing structure?• Who are some of your clients? Can you provide

customer recommendations?

Actions

• Call with questions• Schedule a meeting

Possible Encounters:

• Search online• Referrals

Possible Pages:

• Services• Portfolio• Support Hours

Possible Pages:

• Products• Pricing• Customer Testimonials

Possible Modes of Engagement


Understand your Business

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Business1. What are the business goals?2. What clearly defined problems do you have that are

impeding reaching those goals?3. What are the consequences of not reaching those goals?4. If you reach those goals, what will the outcomes be?5. Where are the political snares and pitfalls?

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Understand the Content Ecosystem

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Ask yourself (and your team)• Formats: What types of digital content do we have currently? (All

formats: text, video, audio, pictures, infographics and so on)• Print: Do we have print content that needs to be incorporated? • Architecture: Where does the content live?• Business objectives: How much of an asset is it to the

organization?

Categorize1. Focus content: which content is critical your customers and

therefore benefits your business?2. Guide: content that’s important to your users and beneficial

to your business3. Drive: towards content that people didn’t know they were

looking for, but is beneficial to your business4. Meh: content you’ll include because you feel you have to

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Drive(will hit business goals)

Focus(critical)

Meh(politically motivated)

Guide(important)Bu

sines

s Im

pact

s

User Needs

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Create Content Models and Core Pages

www.ahamediagroup.com

The Core Model• Align content with business objectives• Support customers in accomplishing tasks

Business Goals User Tasks

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Why?Role Why?Content strategist Identify the most important pages on the

siteUX Designer What modules do we need on the page?

Graphic designer What’s important to emphasize on the page?

Copywriter and editors Create better content

Clients Includes them in detailed decision making

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Getting at the Core Model: Step #1

1. Find out the top 5 most important tasks for that page

Getting at the Core Model: Step #22. Track the inward paths• What do people search for?• How can social media drive traffic

to that page?• What other sites and pages should

link to this one?• What other sources should lead to

this page?

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3. Map the Core content

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4. Map the forward paths

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By doing it this way, you don’t ask your users “where do you belong on this website?” Instead, you ask

them “How can we help you?”

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Content Models

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Creating core pages or components 1. Identify core pages or content components that satisfy business goals

and user needs’2. Map inputs and outputs (how people land and where they go next)3. Model the content and identify the relationships between different

types of content4. Create buckets of content according to their relationships5. Prioritize which “pages” and content they need: What content

elements that you just mapped belong on a small screen?

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Presentation

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Prioritize the Content

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Not what do they need to see. Which order do they need to

see it in?

Steps to Great Content Design for Mobile1. Understand users’ needs2. Understand your business3. Understand the content ecosystem4. Create core pages and content models5. Prioritize the content

Thank you

Ahava LeibtagAha Media Group, [email protected]

@ahavaL @ ahavaleibtag

www.ahamediagroup.com

mailto:[email protected]

http://www.facebook.com/karencorrigan

http://www.twitter.com/karencorrigan

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