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Convincing Your Boss to GO MOBILE NOW Dennis Kardys @dkardys

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Mobile is a REAL struggle. Less than 10% of sites are mobile ready! source: Stat Counter, http://gs.statcounter.com/#mobile_vs_desktop-US-yearly-2011-2012-bar

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source images: WTF Mobile Web, http://wtfmobileweb.com crawlable ≠ usable

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I WANT A HOTDOG RIGHT HERE RIGHT NOW! Modified from a Mo Willems Illustration from “The Pigeon Wants a Puppy” http://amzn.to/1LGW0N (buy his books they are the best.)

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Right here, RIGHT NOW interactions! Beyond Usable Modified from a Mo Willems Illustration from “The Pigeon Finds a Hotdog” http://amzn.to/11rYuqF (buy his books they are the best.)

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Better experiences can drive business. 74% of people say they're more likely to return to a mobile friendly site in the future... source: Think With Google, “What Users Want From Mobile Today” - http://bit.ly/Qivs98

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67% more likely to buy a business’ product or service +67% source: Google, “What Users Want From Mobile Today” - http://bit.ly/Qivs98

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you want to make something amazing! source: http://www.omgif.net/hypnotic/its-magic/

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but something BIG & HEFTY is in the way Source: http://veevr.com/videos/T5JDnx0pf Madagascar 2

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(Highest paid person’s opinion)

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...the people farthest from understanding the technology are often the ones making the strategic decisions. —Dan Willis

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WE NEED AN APP! our mobile site sucks, so...

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MAKE EVERY LINK AN

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JUST MAKE IT RESPONSIVE! Optimize what we have

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those with the best understanding of the technology should be the ones driving the strategy!

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Building Your Case for Mobile

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“The purpose of the pitch isn’t necessarily to move others to adopt your idea, it’s to offer something so compelling it begins a conversation” -daniel pink

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Why go mobile now? How do you get there? What’s your pitch? 3 2 1

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WHY NOW? 1

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The landscape is expanding and blurring ~ WHY NOW~

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( ) 219 million smartphones shipped last quarter of 2012 ~ WHY NOW~ source: NBC News, http://nbcnews.to/XGd619 +44% SINCE 2011

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865 MILLION ~ Predicted this year ~ source: NBC News, http://nbcnews.to/XGd619 smartphones will ship

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Anytime / Anywhere Connectivity ~ THE EXPECTATION BECOMES ~ image credit, car: Okan Benn for the Noun Project. http://thenounproject.com/noun/car/#icon-No1335

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Doesn’t conform to convenient stereotypes ~ USER BEHAVIOR ~

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GETTING THERE 2

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Think seamless, multiscreen, ergonomic. ~ SET PRINCIPLES ~

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65% 60% 4% source: Think With Google, “The New Multi Screen World” - http://bit.ly/Qivs98 multiscreen behavior most online activities begin on mobile, then continue on other devices

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Empower your content authors CONTENT CONTENT CONTENT CONTENT CONTENT ? ? ~ SET PRINCIPLES ~

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Centralize Content CONTENT ? ? ~ SET PRINCIPLES ~

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C.O.P.E ? ? By centralizing content, NPR's total page view growth increased over 80%. source: “NPR’s API, Create Once Publish Everywhere”, http://bit.ly/Y8flKL

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Build flexible, modular systems. ~ HOW TO GET THERE ~ (CC BY-SA) http://www.flickr.com/photos/bdesham/2432400623/

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Responsive Design GOOGLE BEST PRACTICE! Serve content and code from a single source source: “Google,” http://bit.ly/LsHxa1

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Stay on target. Seamless, consistent experience, Access to similar tasks and content, Single content source. ~ HOW TO GET THERE ~

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sounds great, but... source: https://www.facebook.com/mrpeanut

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...we’ll have to tack mobile on to phase II.

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source: http://www.mobilemarketer.com/cms/news/media/12372.html Mobile is not an add-on feature! retrofitting can be costly & ineffective

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http://www.lukew.com/ff/entry.asp?1691 We just aren’t seeing enough traffic...

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source: http://www.mobilemarketer.com/cms/news/media/12372.html +50% Hearst’s Harper’s Bazaar revamped mobile site MOBILE TRAFFIC (in one month)

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Getting Buy In 3

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Explain the bottom line Reduce long-term cost while expanding reach and preparing for the future! ~ Getting Buy In ~

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Demo Your Ideas Showing can be more effective than telling. ~ Getting Buy In ~

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Experiential prototypes Storyboards & Comics Bodystorming http://www.sketchingtomorrow.com/wp-content/uploads/2010/06/cardboard.jpg

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Tactical prototypes Sketches Paper Prototypes In-Device Prototypes Tactical prototypes can be the gateway to user research budgets.

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Start Small Getting Buy In Get some quick wins by targeting microsites or campaign sites

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Involved everyone: Participatory Design (doing can be better than showing) ~ Getting Buy In ~

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consider the alternative... 10 source: http://www.flickr.com/photos/photohome_uk/1494590639/

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55% of adult cell owners use the internet on their mobile phones; doubled from 2009 17% of all adult cell owners are “cell- mostly internet users” source: Google, “What Users Want From Mobile Today” - http://bit.ly/Qivs98

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30% of people used their phone to decide whether to visit a business in the past 30 days. 46% of people won’t return to a website they had trouble accessing on a phone, 57% won’t recommend it . source: Google, “What Users Want From Mobile Today” - http://bit.ly/Qivs98

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77% of cell internet users are dissatisfied with the time it takes for sites to load.* 61% said that they’d quickly move onto another site if they didn’t find what they’re looking for right away. source: Google, “What Users Want From Mobile Today” - http://bit.ly/Qivs98

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Make them look good. Give a reason why, arm them with data, pave the path. ~ HOW TO MOVE HIPPOS ~

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set yourself up to make something amazing! source: http://www.omgif.net/hypnotic/its-magic/

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THANKS! Dennis Kardys robotregime.com wsol.com @dkardys