Is That a Mobile Template or Responsive Design? Identify Which Mobile Strategy is Right For You.
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This document discusses mobile strategies for organizations. It begins by outlining the growing use of mobile devices and need for mobile strategies. It then describes the four main types of mobile experiences: tweaking existing sites, responsive design, dedicated mobile sites, and mobile apps. The document advocates considering user needs and objectives in choosing a strategy. It also provides examples of how one organization, netFORUM, is adapting its strategy through responsive design and other mobile enhancements.
Is That a Mobile Template or Responsive Design? Identify Which Mobile Strategy is Right For You.
- 1. IS THAT A MOBILE TEMPLATE OR RESPONSIVE DESIGN? IDENTIFY WHICH MOBILE STRATEGY IS RIGHT FOR YOU #AUDC13
- 2. OUR TIME TOGETHER TODAY • The Mobile Landscape and Outlook • The Four Flavors of Mobile Experiences • Developing the Right Mobile Strategy • How netFORUM is Adapting #AUDC13
- 3. ABOUT .ORGSOURCE .orgSource is an experienced digital communications and technology consulting firm that serves only the association marketplace. All of our consultants are seasoned association professionals, with the knowledge and For more information please visit your website: experience to guide your organization www.ORGSOURCE.com through every step of its digital strategy. #AUDC13
- 4. THE MOBILE LANDSCAPE AND OUTLOOK #AUDC13
- 5. THE MOBILE OUTLOOK • 72% of the planet’s 6.9 billion inhabitants will be mobile by 2016 * • As of September 2012, Android accounted for 1.3 Million activations per day ** – This is just one platform! * via Forrester Research (April 2012) ** via Smashing Magazine Mobile Book (Dec. 2012) #AUDC13
- 6. If you don’t have a mobile strategy, you don’t have a future strategy. - Eric Schmidt, Google, Executive Chairman #AUDC13
- 7. BUT ASSOCIATIONS ARE DIFFERENT • Members aren’t coming to your site to “browse” while they are bored. • Your members come with a specific task. • Your strategy needs to be prepared to make those tasks as easy as possible. #AUDC13
- 8. WHAT IS A MOBILE STRATEGY? • Mobile strategy is not a technology or a project, but a practice. It is the constant alignment of user needs, business goals, and evolving mobile technologies. #AUDC13
- 9. KEY COMPONENTS TO A MOBILE STRATEGY Review Priorities Stakeholders Audience Needs Context Business Needs Objectives Metrics Budget Content #AUDC13
- 10. HOW MANY OF YOU HAVE A MOBILE STRATEGY? A. We don’t have a strategy yet B. We have a defined mobile strategy for less than a year C. Early Stage – we are just beginning to define a mobile strategy D. We have a defined mobile strategy for more than a year #AUDC13
- 11. WHICH OF THE FOLLOWING BEST DESCRIBES YOUR MOBILE STRATEGY TODAY? 11% We do nothave a mobile strategy yet 11% 38% We have a defined mobile stratetgy for less than one year Early stage -- we are just beginning to work on a strategy 40% We have a defined mobile strategy for a year or more Source: Forrester Research #AUDC13
- 12. THE FOUR FLAVORS OF MOBILE WEB #AUDC13
- 13. TYPES OF MOBILE EXPERIENCE Unique Mobile App Dedicated Mobile Site Content they want Time Your Objectives Adaptive Layouts Audience (aka Responsive Design) Tweak Increasing mobile support could lead to a better experience, but at what cost? Credit: mobile.smashingmagazine.com #AUDC13
- 14. TWEAKING – AKA DO NOTHING • Your current site as it exists today renders on a smart phone or tablet. • Visitors have to pinch, double tap, and scroll to read content effectively. • Depending on technology you use (i.e. Flash), some content may or may not render. #AUDC13
- 15. TWEAKING • Pros • Cons – Lowest barrier to entry – Often a poor user into mobile experience leads to less – Lowest investment - zero return visits – Some content may not render on mobile devices – Visitors often turned off by lack of optimization #AUDC13
- 16. RESPONSIVE DESIGN • Your entire site is available on a mobile devices • Layouts and presentation adjusts and reconfigures depending on the screen size • Break points are often for desktop/laptop, tablets, mobile phones #AUDC13
- 17. RESPONSIVE DESIGN • Pros • Cons – One set of code and – Possible redesign content to maintain and needed manage – Less differentiation of – Easier and cheaper to mobile content maintain – Lower mobile focused – No need for redirects user experience – One URL for better SEO – Access to all site content #AUDC13
- 18. SEE HOW YOUR SITE LOOKS Not sure how your site looks on a mobile device? Check it out on our responsive design tool. http://www.orgsource.com/responsive/i ndex.html #AUDC13
- 19. RESPONSIVE DESIGN “GOTCHAS” • Advertising • Content layout on different screen sizes – Long Form vs. Short Form – Tables and Analytical Data – Downloads / PDFs – Images #AUDC13
- 20. WHEN RESPONSIVE DESIGN WON’T WORK • Your site content doesn’t lend well to mobile devices • Your users don’t need your entire site in a mobile environment • Some user experiences do not work well in responsive design – myOrganization portals – eLearning centers #AUDC13
- 21. SOME LESSONS LEARNED • Personalized portals • User experience – Touch vs. click • Truncating content #AUDC13
- 22. MOBILE SITE • A separate site optimized for mobile devices – Often has a separate URL like http://m.mywebsite.org – Allows you to display a subset of your website, not the full experience #AUDC13
- 23. MOBILE SITE • Pros • Cons – Easier implementation – Content duplication risk – Capacity to differentiate (SEO hit)* mobile content – You have to maintain – Better mobile user and update separate experience templates and code – Higher cost of maintenance * There are methods to reduce any SEO risk #AUDC13
- 24. LESSONS LEARNED • Managing content for both desktop and mobile • Limiting scrolling • Management of multiple templates and code #AUDC13
- 25. MOBILE APPS • A separate application that is developed using specific platforms (iOS, Android, WP, BB) • Offers ability to take advantage of mobile devices capabilities where mobile sites and responsive design cannot • Custom development • Hybrid approaches #AUDC13
- 26. MOBILE APPS • Pros • Cons – Avoid delays of buffering – Apps are specific to an video, audio or slow operating connections – Not as easy to modify as a – Can perform lots of complex Web site tasks quickly – Mobile options for Web – Monetization: People will pay becoming more robust (HTML for apps 5) – Can take advantage of mobile – Can be expensive to develop device functionality (access and maintain/update contacts, calendars, other apps) #AUDC13
- 27. APP DEVELOPMENT • Use a vendor or do it yourself? – Do you have the staff to code and maintain? – Does your staff know all the programming languages for every type of mobile platform? #AUDC13
- 28. DEVELOPING THE RIGHT MOBILE STRATEGY #AUDC13
- 29. IT’S ALL ABOUT THE USER EXPERIENCE • Give the user what they need • Thinking about thumbs & fingers, not mice • Devices, devices, devices • Content accessibility • Pre-existing custom functionality & development #AUDC13
- 30. DECIDING ON THE RIGHT STRATEGY • One approach or multiple • Look at your web statistics • Conduct a member survey • Develop and validate specific use cases • Review other industry leaders #AUDC13
- 31. OTHER IMPLICATIONS • Regardless of the strategy, now you are mobile, which means you will need to: – Think of content in multiple dimensions when publishing – Think of user experiences from multiple view points – Site improvements need to consider all environments #AUDC13
- 32. EXAMPLE STRATEGY • Use Case: Conferences & Large Meetings – Mobile specific app • Access information in real-time at event • Engage event attendees • Alerts and notifications • Use Case: Content Access by Mobile Visitors – Mobile site • Limited content needs in mobile setting • Can tailor content to audience needs #AUDC13
- 33. START NOW • What problems are you trying to solve? • Review web analytics • Member needs assessments – previous research • Conduct new research #AUDC13
- 34. HOW NETFORUM IS ADAPTING #AUDC13
- 35. How netFORUM is Adapting • netFORUM 2013 is Adapting to Mobile Needs • New Features / Functionality Include: – Responsive Design Framework (Bootstrap) – Removal of Fixed Positioning in Forms – Mobile Web Access to Profile Pages – HTML5 Adoption – Introduction of RESTful Web Services API #AUDC13
- 36. QUESTIONS #AUDC13
- 37. GET IN TOUCH CONTACT US Interested in mobile, website Sign Up to Receive Our redesigns, AMS, LMS, CMS Newsletter! Visit our selections? Let’s talk about your Website today! projects to see how we can help. Phone: www.orgsource.com +1 847.275.1840 twitter.com/orgsource www.linkedin.com/company/14 Email: 48229 info@orgsource.com #AUDC13
- 38. THANK YOU #AUDC13