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Mobile for BusinessTaking world domination to
the next level …
Kelley Walker – UX/Product Manager, DMM
“Mobile is the fastest and cheapest way to reach the largest number of people. There are billions of people…who still don't have access to the Internet. Mobile presents the biggest opportunity to get them on the Internet.”
Chris Sacca, Head of Special Initiatives, Google
“Anyone betting against the web right now is an idiot.”
- Daniel Appelquist, Co-Chair, W3C Mobile Web Initiative
Trends: Smart Phones
Nielsen Research:“We see smartphones crossing 50% of the market by the middle of 2011, roughly equal to 150 million users.”
Mobile is Compared to the web we all
know and love, the mobile web is even more fragmented due to market churn, competition, and technological and proprietary turf wars among carriers, providers, manufacturers, OS distributions, vendors, and networks.
Balkanization
Hell is other browsers
The consequence:
400 different mobile devices and 50 different browsers
Google UX for Mobile, Leland Rechisa: mobile web is balkanized.
We must optimize for a variety of devices, browsers, languages, carriers, countries, cultures, contexts of use.
Contextual Web The way someone interacts with the web has to do with the context: where she is, who she’s
with, what she’s trying to do, etc.
Mobile Complexity • Challenge• Not insurmountable• Solutions need to meet user needs
and goals• Account for constraints of technology
Solutions: Standards
• Semantic markup• Standards• Validation• Target browsers and devices• Progressive enhancement • Content based workflow• Prototype, test, iterate
Solutions: Planning
• Create a solid foundationupon which to build for oursister sites and future iterations
• Optimize microformats for third partymashups
• SEO
Security • Protect our leads:
• 1. MD5 hash• 2. Hidden form field
Solution: Map Usability
• Dan Allen implemented abeautiful solution for mappingthe dealers using Google Maps’ API
• With first time use, the user is given the option of using the map in the browser OR using the Google Maps API (except iPhones)
• Mapping meets the needs of our ‘urgent now’ customers
SEO • SEO for mobile is wide-open• Most mobile sites don’t use SEO• Implemented pared down SEO
approach: title and description• Optimized content, alts, and title tags
for keywords and variety of keywords• Semantic markup and microformats
will go a long way toward building solid SEO foundation for future mobile development
Metrics • The most important part of
web development, especiallymobile web development, is shortdevelopment iterations followed bytesting.
• To that end, we’re implementing Omniture and Yahoo analytics
Market Share: Smart Phone Brands
Opportunities: Shopping, Browsing, Research
Source: Compete, Inc. 1/2010 http://multivu.prnewswire.com/mnr/compete/41839/
Opportunities: Demographics
Users: now now now
according to research from Google, mobile users are alwaysin the ‘now”. They are:
• repetitive now• bored now• urgent now
which one are you?
Repetitive Now • these users do the same
thing over and over, checking on facebook, twitter, ebay, stock news
• design: keep clickness low• dev: use accesskeys and tabindex• Q: how can our sites meet the
context and needs of these uers? can we? should we?
Bored Now • these users have a few minutes
to spare• potentially lucrative audience: time to
kill, money to /willing to spend• design: enhance site stickiness• Q: how can our sites meet the
context and needs of these users? can we? should we?
Urgent Now • have a problem or crisis & want
answers immediately• design: keep clickness low; findable,
easy to read• development: use accesskeys &
tabindex• Q: how can our sites reach these
uers? can we?
Poka Yoke
Reduce, reduce, reduce