*Updated version—delivered as in-agency talk on 9/24 in Bristol, UK*
Information architecture and content strategy are the foundation of any website but, when it comes to mobile, they can literally mean the life or death of a product.
The truth is that even the best-designed and well-engineered mobile products can still fail if their IA is not sound, and that’s because mobile information architecture doesn’t only define the structure of content, but also determines how users will interact with it. And speaking of content, do you know what content should go on your mobile sites and apps? Are your users finding what they came for?
In this talk we will take a look at the thought process that drives mobile content strategy, the specific challenges and opportunities of the mobile space and how information architecture and content strategy contribute to the creation of outstanding mobile experiences.
Cloud Revolution: Exploring the New Wave of Serverless Spatial Data
The web you were used to is gone. Architecture and strategy for your mobile content. (v2)
1. THE WEB YOU WERE USED TO IS GONE
Architecture and strategy for your mobile content
alberta soranzo | @albertatrebla
image: flickr.com/photos/gregoryjordan
the web you were used to is gone
@albertatrebla
3. THE INTERNET IS IN YOUR PANTS
image: wtfjeans.com
the web you were used to is gone
@albertatrebla
4. WHAT IS MOBILE?
image: huffingtonpost.com (Alamy)
the web you were used to is gone
@albertatrebla
5. MOBILE USAGE STATISTICS
• 86% of mobile internet users use their device while
watching TV.
• By 2014, mobile internet usage will overtake desktop
internet usage.
• Adults spend more time on mobile media than they do
on newspapers and magazines combined.
source: pocketyourshop.wordpress.com
the web you were used to is gone
@albertatrebla
7. WHAT IS MOBILE?
image: flickr.com/photos/guidedbycthulhu
the web you were used to is gone
@albertatrebla
8. MOBILE WEB STATISTICS
•
99% of smartphone owners use their mobile browser at least
once a day.
•
46% of consumers will NOT return to a mobile site that is not
working properly.
•
39% of business do nothing to make site mobile-ready.
•
74% of consumers will wait 5 seconds for a web page to load
on their mobile device before abandoning the site.
•
18% of all web traffic in the U.S. is mobile traffic. That number
skyrockets to 24% in Africa, and 30% in Asia. This is up 192.5%
since 2011.
source: pocketyourshop.wordpress.com
the web you were used to is gone
@albertatrebla
10. MOBILE SEARCH STATISTICS
• 95% of mobile users use their devices for local search.
• 52% of all local searches are done from a mobile
device.
• 9 out of 10 mobile phone searches result in a purchase
or visit.
• 3 out of every 5 searches are conducted on a mobile
device.
source: pocketyourshop.wordpress.com
the web you were used to is gone
@albertatrebla
17. HOW WE USE THE INTERNET
“If people want to do something on the
internet, they will want to do it using their
mobile device. Period.”
— Karen McGrane
the web you were used to is gone
@albertatrebla
18. WHAT ABOUT CONTEXT?
image: flickr.com/photos/kattebelletje/
the web you were used to is gone
@albertatrebla
22. THERE IS NO SUCH A THING AS
MOBILE IA
image: flickr.com/photos/cannedtuna
the web you were used to is gone
@albertatrebla
23. WHAT IS IA?
The structural design of shared information environments.
source: en.wikipedia.org/wiki/Information_architecture
the web you were used to is gone
@albertatrebla
24. CROSS-CHANNEL IA BLUEPRINT
image: tylertate.com/blog/2012/02/21/cross-channel-ia-blueprint.html
the web you were used to is gone
@albertatrebla
26. WHAT DOES IA DO?
IA interprets information and expresses distinctions
between signs and systems of signs and involves the
categorization of information into a coherent structure.
source: en.wikipedia.org/wiki/Information_architecture
the web you were used to is gone
@albertatrebla
44. CONTENT = INFORMATION
“Typically information foraging must be
analysed as decision making under uncertainty”
— Peter Pirolli
the web you were used to is gone
@albertatrebla
45. CONTENT = INFORMATION
“A strong information layer is the key to crosschannel success”
— Andrea Resmini and Luca Rosati
the web you were used to is gone
@albertatrebla
53. STRUCTURED CONTENT
GLOBAL NAVIGATION AND SERVICE LINKS
SEARCH
LOGO AND SLOGAN
MAIN NAVIGATION
SLIDE TITLE (10 WORDS MAX)
FEATURED PRODUCT 1
(3 WORDS MAX)
CAROUSEL PHOTO
FEATURED PRODUCT 2
(3 WORDS MAX)
PUB SEARCH
SLIDE TEASER (50 WORDS MAX)
ASK THE EXPERT
(100 WORDS MAX)
HEALTH CARE REFORM
(100 WORDS MAX)
PROGRAM 1
(50 WORDS MAX)
PROGRAM 2
(50 WORDS MAX)
PROGRAM 2
(50 WORDS MAX)
PROGRAM 1
(50 WORDS MAX)
the web you were used to is gone
TOPIC CENTER
(10 LINKS x 4 WORDS MAX)
PROGRAM 2
(50 WORDS MAX)
SPOTLIGHT
(100 WORDS MAX)
PROGRAM 2
(50 WORDS MAX)
NEWS
(5 LINKS x 10 WORDS MAX)
NEWSLETTER
SIGNUP
@albertatrebla
54. STRUCTURED CONTENT
GLOBAL NAVIGATION AND SERVICE LINKS
SEARCH
LOGO AND SLOGAN
MAIN NAVIGATION
SLIDE TITLE (10 WORDS MAX)
FEATURED PRODUCT 1
(3 WORDS MAX)
CAROUSEL PHOTO
FEATURED PRODUCT 2
(3 WORDS MAX)
PUB SEARCH
SLIDE TEASER (50 WORDS MAX)
ASK THE EXPERT
(100 WORDS MAX)
HEALTH CARE REFORM
(100 WORDS MAX)
PROGRAM 1
(50 WORDS MAX)
PROGRAM 2
(50 WORDS MAX)
PROGRAM 2
(50 WORDS MAX)
PROGRAM 1
(50 WORDS MAX)
the web you were used to is gone
TOPIC CENTER
(10 LINKS x 4 WORDS MAX)
PROGRAM 2
(50 WORDS MAX)
SPOTLIGHT
(100 WORDS MAX)
PROGRAM 2
(50 WORDS MAX)
NEWS
(5 LINKS x 10 WORDS MAX)
NEWSLETTER
SIGNUP
@albertatrebla
55. STRUCTURED CONTENT
GLOBAL NAVIGATION AND SERVICE LINKS
SEARCH
SLIDE TITLE (10 WORDS MAX)
NAV
CAROUSEL PHOTO
SEARCH (SITE AND PUBS)
CAROUSEL
PHOTO
THUMB
SLIDE TEASER SHORT
(10 WORDS MAX)
SLIDE TEASER (50 WORDS MAX)
FEATURED PRODUCT 1
(3 WORDS MAX)
FEATURED PRODUCT 1
(3 WORDS MAX)
PUB SEARCH
FEATURED PRODUCT 2
(3 WORDS MAX)
FEATURED PRODUCT 2
(3 WORDS MAX)
TOPIC CENTER
(10 LINKS x 4 WORDS MAX)
NEWS
(5 LINKS x 10
WORDS MAX)
TOPIC CENTER
(5 LINKS x 4 WORDS
MAX)
NEWS
(5 LINKS x 10 WORDS MAX)
NEWSLETTER
SIGNUP
the web you were used to is gone
@albertatrebla
56. STRUCTURED CONTENT
GLOBAL NAVIGATION AND SERVICE LINKS
SEARCH
SLIDE TITLE (10 WORDS MAX)
NAV
CAROUSEL PHOTO
SEARCH (SITE AND PUBS)
CAROUSEL
PHOTO
THUMB
SLIDE TEASER SHORT
(10 WORDS MAX)
SLIDE TEASER (50 WORDS MAX)
FEATURED PRODUCT 1
(3 WORDS MAX)
FEATURED PRODUCT 1
(3 WORDS MAX)
PUB SEARCH
FEATURED PRODUCT 2
(3 WORDS MAX)
FEATURED PRODUCT 2
(3 WORDS MAX)
TOPIC CENTER
(10 LINKS x 4 WORDS MAX)
NEWS
(5 LINKS x 10
WORDS MAX)
TOPIC CENTER
(5 LINKS x 4 WORDS
MAX)
NEWS
(5 LINKS x 10 WORDS MAX)
NEWSLETTER
SIGNUP
the web you were used to is gone
@albertatrebla
57. STRUCTURED CONTENT
GLOBAL NAVIGATION AND SERVICE LINKS
SEARCH
SLIDE TITLE (10 WORDS MAX)
NAV
CAROUSEL PHOTO
SEARCH (SITE AND PUBS)
CAROUSEL
PHOTO
THUMB
SLIDE TEASER SHORT
(10 WORDS MAX)
SLIDE TEASER (50 WORDS MAX)
FEATURED PRODUCT 1
(3 WORDS MAX)
FEATURED PRODUCT 1
(3 WORDS MAX)
PUB SEARCH
FEATURED PRODUCT 2
(3 WORDS MAX)
FEATURED PRODUCT 2
(3 WORDS MAX)
TOPIC CENTER
(10 LINKS x 4 WORDS MAX)
NEWS
(5 LINKS x 10
WORDS MAX)
TOPIC CENTER
(5 LINKS x 4 WORDS
MAX)
NEWS
(5 LINKS x 10 WORDS MAX)
NEWSLETTER
SIGNUP
the web you were used to is gone
@albertatrebla
58. STRUCTURED CONTENT
GLOBAL NAVIGATION AND SERVICE LINKS
SEARCH
SLIDE TITLE (10 WORDS MAX)
NAV
CAROUSEL PHOTO
SEARCH (SITE AND PUBS)
CAROUSEL
PHOTO
THUMB
SLIDE TEASER SHORT
(10 WORDS MAX)
SLIDE TEASER (50 WORDS MAX)
FEATURED PRODUCT 1
(3 WORDS MAX)
FEATURED PRODUCT 1
(3 WORDS MAX)
PUB SEARCH
FEATURED PRODUCT 2
(3 WORDS MAX)
FEATURED PRODUCT 2
(3 WORDS MAX)
TOPIC CENTER
(10 LINKS x 4 WORDS MAX)
NEWS
(5 LINKS x 10
WORDS MAX)
TOPIC CENTER
(5 LINKS x 4 WORDS
MAX)
NEWS
(5 LINKS x 10 WORDS MAX)
NEWSLETTER
SIGNUP
the web you were used to is gone
@albertatrebla
67. RESOURCES
Content Strategy for Mobile
Karen McGrane
A Book Apart, 2011
Pervasive Information Architecture
Andrea Resmini, Luca Rosati
Morgan Kaufman, 2012
Android Design Patterns
Greg Nudelman
Wiley, 2013
Information Foraging Theory: Adaptive Interaction with Information
Peter Tirolli
Oxford University Press (USA), 2009
Fisher, J., Norris, S., & E. Buie (2012).
Sense-making in Cross-channel Design.
Journal of Information Architecture. Vol. 4, No. 1-2.
journalofia.org/volume4/issue2/02-fisher/
the web you were used to is gone
@albertatrebla