There's Only One Screen: How to Plan for Users Not Devices
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Transcript of There's Only One Screen: How to Plan for Users Not Devices
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There’s Only One Screen: How to Plan for Users Not Devices Content Strategy Applied – USA 2013
October 18, 2013
All Rights Reserved © ethology, Inc.
Consumers. The big idea. ethology
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Sarah Krznarich Content Strategy Director
@krznarich
ethology
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Anna Hrach Content Strategy Director @annabananahrach
ethology
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Before We Begin
*Gist is accurate., but it’s not an exact quote. I can barely remember Tuesday, let alone 2010.
“Mobile First isn’t the answer. It’s incomplete.”*
- Karen McGrane & Jeff Eaton Chicago, Summer 2010
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Ahead of its time. NOW it’s time.
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There is no mobile user.
There is no tablet user.
There is no desktop user.
There is no such thing as the “mobile use case.”
“It’s About the People, Stupid!”
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There are only users.
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How do we know?
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The New Multi-Screen World Study
http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html
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We live in a multi-screen world.
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It’s true: Context drives device choice…
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Device Context Computers - Keep us productive & informed - Productive, task-oriented - Serious research - Starting point for complex activities 31% out of home 69% at home
Smartphones - Keep us connected - Short bursts of time - Immediate research needs - Most common starting point for info 40% out of home 60% at home
Tablets - Keep us entertained - Entertainment & browsing - Unbound sense of time - Shopping/trip planning start point 21% out of home 79% at home
Televisions - No longer holds our full attention - Most commonly used simultaneously - Often paired with smartphone (81%) - Major catalyst for search 77% use different device when watching
http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html
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… but not always.
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34% use device that’s closest.
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And, there are two kinds of users: Sequential screen users Simultaneous screen users
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Sequential Vs. Simultaneous Usage
http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html
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Poll: Which Multi-Screener are You?
Who here is a:
Simultaneous screen user?
Sequential screen user?
Both?
Neither?
Who is multi-screening right now?
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So, let’s talk about mobile sites.
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“M” Sites Were Not the Answer
“We were wrong about ‘m’ sites.”
- Google Rep
http://www.flickr.com/photos/kaibara/2601999508/
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Responsive design to the rescue!
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Responsive Design is Not the Answer
Don’t get us wrong...
In theory, responsive is amazing!
We love it! You love it! Users love it!
We recommend responsive, too.
http://farm6.staticflickr.com/5137/5457033663_65a61b2b76.jpg
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Used as a strategy—it’s not.
Emphasis placed on form not function.
Simplified—more than how design shifts
We’re still just talking about design!
But in Practice….
http://fc07.deviantart.net/fs71/i/2012/225/7/3/safeway_fail_re_uploaded_by_jackie_foxx-d5azc1k.jpg
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We think and talk about devices so much that we’ve forgotten what’s who’s behind them.
What’s The Problem with Responsive?
http://www.flickr.com/photos/adactio/6153558098/
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Beware glamour over substance.
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We already know from the 90s & Flash intros that a beautiful or stylized design doesn’t equal a good experience. So why apply the same foundation to responsive?
So Shiny and New…
Thanks, Sudden Clarity Clarence.
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What can we do?
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Put down the wireframes
Back away from the PSDs
Think about your business goals
Understand your user needs
Get Back to Basics
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Start with Content Strategy
Do Don’t ● Oversee the universal customer
experience
● Know what your users want from their experience
● Analyze data
● Shift priorities
• Make sweeping generalizations based on device
• Forget about the “little” people
• Eliminate options
• Let other people dictate when “CS” is needed
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Priorities can change based on device.
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But sometimes they don’t.
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Users don’t ask themselves if their task is best for a:
mobile experience
tablet experience
desktop experience
Users want one experience.
And they expect it to work every time.
Stop Thinking in Terms of Device
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"Mobile users expect the whole internet to work correctly for their lazy asses. And that’s just fine. It’s our job to make it work for them.”
-Brian Boyer, NPR
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"Consumers want relevant, consistent and connected advertising and content experiences across their screens.”
- Microsoft Advertising
What’s On Their Screens. What’s On Their Minds: Reaching & Engaging the Multi-Screen Consumer
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Map Your Customer’s Journey
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- Analyzed how customers interact w/ website & apps - Typical journey: mobile web, smartphone app, tablet app, purchase - Multi-screen users 6x more valuable than single-screen shoppers
Map Your Customer’s Journey
Credit: http://cmo.com/content/cmo-com/home/articles/2013/8/15/rue_la_la_exec_multi.frame.html
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Adapt to Customer’s Needs
- A/B testing conducted to enhance experiences - iOS purchases > Android purchases - Targeting is streamlined to speak to most relevant audience - Revamp approach: use supporting channels encourage multi-screening - Slow ecommerce experience
Credit: http://cmo.com/content/cmo-com/home/articles/2013/8/15/rue_la_la_exec_multi.frame.html
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Adapt to Customer’s Needs
"Why slow experiences?
Drive exploration & discovery.
Encourage deliberate choices.
Focus users' attention.”
- Margot Bloomstein
Appropriate, Inc.
Credit: http://cmo.com/content/cmo-com/home/articles/2013/8/15/rue_la_la_exec_multi.frame.html
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CS should help drive core strategy at every step & touchpoint
Break Out of Silos
Credit: Richard Ingram - http://www.richardingram.co.uk/2010/08/approaches-to-web-content-strategy/
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Who’s doing multi-screen right?
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Apple (of course)
“... iAd will opt your Apple ID out
of receiving ads targeted to your
interests regardless of what
device you are using.”
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No matter what device is used, pick up in the right place
Audible
iPad App iPhone App
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Syncing is automatic. Available anywhere a user goes.
Evernote
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Anna Hrach Content Strategy Director, ethology @annabananahrach
Sarah Krznarich Content Strategy Director, ethology @krznarich
Thank You!
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