The point of this brief document is to provide some broad-stroke grounding in how to implement Mobile as a part of your media strategy, with a focus on design and presentation.  Just some background & basics, and hopefully a little something for everyone.

 

Kudos to Jakob Neilsen “the king of usability” (Internet Magazine) “the guru of Web page usability” (The New York Times) for providing the justification & research credibility behind many of these insights.

 

Mobile Environment: Context, Context, Context

Simply re-purposing an existing desktop site doesn’t work. The rules are different.

Smaller screens

Obviously.  Less space means no room for sloppiness.  Elegance through simplicity.

Visitors are in a rush

Because of the mobile setting, visitors have “a need for speed”.

Just Do It

And they want to accomplish something.  A couple of clicks to satisfaction – or they’re gone.

 

Mobile is: Shallow, Concise, Directed

 

Mobile Content: Writing for the Web

People read very little – especially in a web environment.  If in doubt, leave it out.

Kill the Welcome Mat and cut to the chase

Don’t waste word count on generic feel good material.  Customers only care about getting their problems solved ASAP so they can leave the site.

Get rid of “secondary info”

Visitors don’t read – They scan.

Don’t try to present technical or overly complex information

It’s hard enough to present such info on a desktop site.   It’s 2x as hard to “get it” on a mobile site

 

Mobile UI: Interaction Design: For Graphic Designers

Designing a UI for Mobile is like designing a UI for Desktop – only more so

Fewer UI features (the World is Flat)

This one cuts both ways, but generally “Less is More”

Headlines are Key

i.e. Visitors scan information.  They don’t read it.

Content = “Info Scent”

There isn’t much space for actual content.  Provide a hint of what lies below.

Images are shortcuts to comprehension

… and the environment is sweetened with EyeCandy

Labels rather than hover events

There’s no mouseOver on a mobile device – It must be explicit and self-evident.

 

Getting the Message Across

Less is more.  More or less.

The 10-Second Rule: Timing is Everything

Visitors read only about 20-25% of the text content on the pages they visit.

Visitors stay on a page …

… only as long as it takes to decide if there’s value – about 10 seconds

If they stay for more than 10 seconds …

… there’s a decent chance there’s a decent chance that they’ll stay longer – and actually read what’s in the page

Therefore: You must clearly communicate your value proposition within 10 seconds.

 

TransMedia

Platform Straddle:  Mobile is just Another Channel

Mobile is what’s happening today.  Growth is exponential – and that trend will continue across all sectors.  It’s both a challenge and a tremendous opportunity.

 

Familiarity with the playing field

Know what you can & can’t do; What works (and what doesn’t); How it interacts (plays with others); Who’s out there doing it

“Knowledge / Management”

If you’re booking your Mobile Development out-of-house, then the above statement is especially true.  So we also need to include some knowledge of “How it’s implemented” in our skillset.

Embrace Appropriate Techniques

From a design perspective – It’s a whole new world.  Learn or burn.

 

The New Synthesis

Social Media:  The Implicit “Next Step”

 

Social Media and Mobile Platform – along with Business Intelligence – define the cutting edge of the current interactive playspace.

 

Consider:

What’s the client’s appetite for the practical (especially legal) implications of Going Social?  We’re talking the potential for “risk” here. Are you prepared to address the challenge?

Can you demonstrate expertise in leveraging Facebook and other SN platforms?  Do you know what tools & techniques they have to offer?  Do you have solutions in hand? Do you have an understanding of the relationship between Social and Mobile? Are you ready for cross-channel synergies?

Is there “traction to action”? Social Media places the ball in the hands of your visitors.  Are you prepared to take advantage of it?

Social Media imposes breadth, openness and the danger of creativity. Have fun.

 

 

© The Communication Studio LLC

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