How to mobilize your company: Do mobile right! Right from the start! Sofia Svanteson, Founder & Chairman of Ocean Observations.

1. DO MOBILE RIGHT!
RIGHT FROM THE START!
Sofia Svanteson, Founder & Design Strategist, Ocean Observations
#MF12 @sofiasvanteson @ocean_sthlm

2. WHAT IS THIS?
http://www.superghostblogger.com/how-to-make-your-web-design-company-stand-out-in-2013/

3. IF YOU DO NOT
PRIORITIZE MOBILE...

4. YOU SAY
NO TO
TOURISTS
http://www.fotosidan.se/blogs/hortlund/turister.htm

5. YOU SAY NO
TO ANYONE
ON THE ROAD http://omgivningen.blogspot.se/2010/10/rondeller-i-kungens-kurva-och-nynashamn.html

6. YOU SAY
NO TO
COMPLETE
MARKETS
Creative Commons

7. YOU SAY
NO TO
COMMUTERS
Creative Commons

8. YOU SAY
NO TO
HIKERS
http://en.wikipedia.org/wiki/File:Dog_hiking_in_Manitou_Springs.jpg

9. YOU SAY
NO TO THE
SOFA MODE
Creative Commons

10. YOU SAY
NO TO THE
AUDIENCE
http://www.justjared.com/photo-gallery/1095191/tom-cruise-kids-soccer-game-16/emily-maynard-jef-holm-split/

11. YOU SAY
NO TO
SHOPPING
Research that starts on
smartphones leads to purchase
across channels:
37% > purchased via computers
32% > purchased offline
Google
http://www.prweb.com/releases/2012greenstackdining/10holidayshopping/prweb10050418.htm

12. YOU SAY
NO TO
M-HEALTH
http://fotisliarokapis.blogspot.se/2010/10/mobile-health-monitoring.html

13. YOU SAY NO TO
IMMIGRANTS
http://bakgatan.se/forum3/viewtopic.php?f=6&t=899

14. YOU SAY NO TO
PEOPLE IN NEED
http://blogs.app.com/inthemoney/2011/03/15/wegmans-announces-check-out-program-for-japan-relief/

15. YOU SAY NO TO
PRODUCTIVITY AND
EFFICIENCY
http://yearofstina.files.wordpress.com/2009/05/onsdag-27-kontor_panorama1-w1200.jpg

16. YOU SAY NO TO
FIELDWORKERS

17. I THINK THIS GUY IS ON
THE RIGHT TRACK
“I want us to ask ourselves every day, how are we using
technology to make a real difference in people’s lives.”
President Barack Obama, 2012

18. THE DIGITAL GOVERNMENT
Enable the American people and an increasingly mobile workforce
to access high-quality digital government information and services
anywhere, anytime, on any device.

19. THE SWEDISH GOVERNMENT

20. ENOUGH ALREADY,
WE GOT THIS!

21. content first? flexible
mobile version?
location
responsive
web design or
cms?
specific sites?
mobile
based? mobile first? context?
situational
awareness? users first?
cross-platform? organisation?

22. kind of
THERE IS NO MOBILE
CONTEXT, THERE ARE
DIFFERENT NEEDS.

23. MOBILE &
this is not internet!
LOCAL
mobile
local
don’t generalise based on this!
Source: Karen McGrane

24. SITUATIONAL
AWARENESS
IKEA lacks situational awareness

25. use situational awareness
SITUATIONAL for advertising
AWARENESS smart advertising
dumb advertising dumb advertising smart advertising
smart advertising
site
?

26. THERE IS NO MOBILE
VERSION, THERE IS
A SERVICE.

27. WHY SHOULD
MOBILE BE
LESS?

28. THERE ARE TWO
CHOICES, RESPONSIVE
WEB OR A SPECIFIC
MOBILE SITE.
yes there are apps too

29. OBAMA VS.
ROMNEY
Romney
A fraction of the full site
Simple but hidden navigation
Light
Obama
No link to full site
Complex navigation
Long pages
Heavy
Evaluation by Brad Frost

30. RESPONSIVE WEB
Layout Content
Fluid design Responsive
Capability @media queries images, etc
Order, priority,
Usersʼ goals “whitespace”
Content selection
Source: Jasonthings.com

31. RESPONSIVE VS. SPECIFIC

32. RESPONSIBLE WEB
Layout Content
Fluid design Responsive
Capability @media queries images, etc
Order, priority,
Usersʼ goals “whitespace”
Content selection
Source: Jasonthings.com

33. PLATFORM FIRST
image
image
image text text
image

34. CONTENT FIRST

35. THE MOBILE EXPERIENCE
http://umlud.blogspot.se/2010_05_01_archive.html

36. WITH WELL
STRUCTURED, ELASTIC
FLEXIBLE CONTENT YOU
ARE BUILDING FOR THE
FUTURE.

37. THE FUTURE CALLED...
AND WANTS YOU TO
KNOW THAT YOUR
ADAPTED SERVICE
REQUIRES A
SUPPORTIVE CMS.
GOT ONE?

38. A POSSIBLE PROCESS
Decide on When necessary
strategy
Define usersʼ goals for
interacting with your features,
functions and content. Adapt if
you do not meet those goals. Update CMS based on new
Your future strategy and findings on goals and
information architecture Tag and
package requirements.
should be based on these
goals. content
Content inventory. What
content do you have today,
what needs to be added, how Define goals for
is it tagged and structured? content and pages Prototype and test
Concept
Wireframes Validate and
Analysis and objectives update
Graphics
Development Test & Evaluate
Sprint X

39. MAJOR CHALLENGES
The project: what role should your mobile initiative play
from both short term and long term perspectives? You
might need to plan with different goals in mind.
Your organisation: How do you bridge between
departments? How can you eliminate possible silo
structures. You don’t need a secluded mobile/web team,
you need a vision that everyone contributes to.
Your vision: Mobile first? Content first? Aim for a “future
proof” goal and make sure you take little steps towards that
goal.

40. WHAT IS THIS?

41. OFFLINE USERS USED TO BE
BLIND, BUT THANKS TO
SMARTPHONES, THEY CAN SEE.

42. WHAT DO YOU WANT
THEM TO SEE?
THANK YOU!
Sofia Svanteson, Founder & Design Strategist, Ocean Observations
#MF12 @sofiasvanteson @ocean_sthlm