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 cross-channel experiences.
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UX Australia 2014
Sydney, 25-29 August 2014
The web you were used to is gone - UX Australia 2014
1. THE WEB YOU WERE USED TO IS GONE
Architecture and strategy for your mobile content
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UX Australia — Sydney, August 25-29
alberta soranzo | @albertatrebla | wearefriday.com
CC image: wikipedia.org/wiki/Interface_Message_Processor
8. Internet Users (MM)
2000
1500
1000
500
0
Mobile Desktop
2007 2009 2011 2013 2015E
source: pocketyourshop.wordpress.com
9. MOBILE VS DESKTOP
source: pocketyourshop.wordpress.com
USA
18%
82%
Africa
24%
76%
Asia
30%
70%
10. This is up 192.5% since 2011.
source: pocketyourshop.wordpress.com
11. MOBILE ONLY PAGEVIEWS
2010 2013
3.7% 12.7%
North America
1.5% 8.1%
Europe
4.5% 22.9%
Asia
.9% 5.3%
South America
4.8% 16.6%
Africa
2.8% 12.8%
Oceania
12. source: mobithinking.com
Country % mobile-only users
Egypt 70%
India 59%
South Africa 57%
Ghana 55%
Kenya 54%
Nigeria 50%
Indonesia 44%
Thailand 32%
China 30%
US 25%
UK 22%
Russia 19%
13. 60% 95% 90%
SEARCH LOCAL SEARCH VISIT OR PURCHASE
source: pocketyourshop.wordpress.com
14. 74% 46% 39%
WAIT 5 SEC WILL NOT RETURN DOES NOTHING
source: pocketyourshop.wordpress.com
15.
16. DO YOU HAVE A WEBSITE?
“You need to get your content onto mobile devices. Period.”
— Karen McGrane
30. 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
59. INDEPENDENT
GLOBAL NAVIGATION AND SERVICE LINKS SEARCH
NEWSLETTER
SIGNUP
SLIDE TITLE (10 WORDS MAX)
CAROUSEL PHOTO
SLIDE TEASER (50 WORDS MAX)
FEATURED THING
(3 WORDS MAX)
THING YOU WANT TO SHOW
(3 WORDS MAX)
SECONDARY SEARCH
LIST OF OTHER THINGS
(10 LINKS x 4 WORDS MAX)
NEWS
(5 LINKS x 10 WORDS MAX)
NAV SEARCH (SITE AND PUBS)
SLIDE TEASER SHORT
(10 WORDS MAX)
CAROUSEL
PHOTO
THUMB
THING YOU WANT TO SHOW
(3 WORDS MAX)
THING YOU WANT TO SHOW
LIST OF OTHER
THINGS
(5 LINKS x 4 WORDS
MAX)
NEWS
(5 LINKS x 10 WORDS
MAX)
(3 WORDS MAX)
GLOBAL NAVIGATION AND SERVICE LINKS SEARCH
NEWSLETTER
SIGNUP
OTHER THING
(50 WORDS MAX)
OTHER THING
(50 WORDS MAX)
OTHER THING
(50 WORDS MAX)
LOGO AND SLOGAN
MAIN NAVIGATION
CAROUSEL PHOTO
FEATURED THING
(3 WORDS MAX)
FEATURED THING
(3 WORDS MAX)
SECONDARY SEARCH
SLIDE TITLE (10 WORDS MAX)
SLIDE TEASER (50 WORDS MAX)
THING YOU WANT TO SHOW
(100 WORDS MAX)
THING YOU WANT TO SHOW
(10 LINKS x 4 WORDS MAX)
THING YOU WANT TO SHOW
(100 WORDS MAX)
THING YOU WANT TO SHOW
(100 WORDS MAX)
OTHER THING
(50 WORDS MAX)
OTHER THING
(50 WORDS MAX)
OTHER THING
(50 WORDS MAX)
NEWS
(5 LINKS x 10 WORDS MAX)
60. INDEPENDENT
GLOBAL NAVIGATION AND SERVICE LINKS SEARCH
NEWSLETTER
SIGNUP
SLIDE TITLE (10 WORDS MAX)
CAROUSEL PHOTO
SLIDE TEASER (50 WORDS MAX)
FEATURED THING
(3 WORDS MAX)
THING YOU WANT TO SHOW
(3 WORDS MAX)
SECONDARY SEARCH
LIST OF OTHER THINGS
(10 LINKS x 4 WORDS MAX)
NEWS
(5 LINKS x 10 WORDS MAX)
NAV SEARCH (SITE AND PUBS)
SLIDE TEASER SHORT
(10 WORDS MAX)
CAROUSEL
PHOTO
THUMB
THING YOU WANT TO SHOW
(3 WORDS MAX)
THING YOU WANT TO SHOW
LIST OF OTHER
THINGS
(5 LINKS x 4 WORDS
MAX)
NEWS
(5 LINKS x 10 WORDS
MAX)
(3 WORDS MAX)
GLOBAL NAVIGATION AND SERVICE LINKS SEARCH
NEWSLETTER
SIGNUP
OTHER THING
(50 WORDS MAX)
OTHER THING
(50 WORDS MAX)
OTHER THING
(50 WORDS MAX)
LOGO AND SLOGAN
MAIN NAVIGATION
CAROUSEL PHOTO
FEATURED THING
(3 WORDS MAX)
FEATURED THING
(3 WORDS MAX)
SECONDARY SEARCH
SLIDE TITLE (10 WORDS MAX)
SLIDE TEASER (50 WORDS MAX)
THING YOU WANT TO SHOW
(100 WORDS MAX)
THING YOU WANT TO SHOW
(10 LINKS x 4 WORDS MAX)
THING YOU WANT TO SHOW
(100 WORDS MAX)
THING YOU WANT TO SHOW
(100 WORDS MAX)
OTHER THING
(50 WORDS MAX)
OTHER THING
(50 WORDS MAX)
OTHER THING
(50 WORDS MAX)
NEWS
(5 LINKS x 10 WORDS MAX)
61. INDEPENDENT
GLOBAL NAVIGATION AND SERVICE LINKS SEARCH
NEWSLETTER
SIGNUP
SLIDE TITLE (10 WORDS MAX)
CAROUSEL PHOTO
SLIDE TEASER (50 WORDS MAX)
FEATURED THING
(3 WORDS MAX)
THING YOU WANT TO SHOW
(3 WORDS MAX)
SECONDARY SEARCH
LIST OF OTHER THINGS
(10 LINKS x 4 WORDS MAX)
NEWS
(5 LINKS x 10 WORDS MAX)
NAV SEARCH (SITE AND PUBS)
SLIDE TEASER SHORT
(10 WORDS MAX)
CAROUSEL
PHOTO
THUMB
THING YOU WANT TO SHOW
(3 WORDS MAX)
THING YOU WANT TO SHOW
LIST OF OTHER
THINGS
(5 LINKS x 4 WORDS
MAX)
NEWS
(5 LINKS x 10 WORDS
MAX)
(3 WORDS MAX)
GLOBAL NAVIGATION AND SERVICE LINKS SEARCH
NEWSLETTER
SIGNUP
OTHER THING
(50 WORDS MAX)
OTHER THING
(50 WORDS MAX)
OTHER THING
(50 WORDS MAX)
LOGO AND SLOGAN
MAIN NAVIGATION
CAROUSEL PHOTO
FEATURED THING
(3 WORDS MAX)
FEATURED THING
(3 WORDS MAX)
SECONDARY SEARCH
SLIDE TITLE (10 WORDS MAX)
SLIDE TEASER (50 WORDS MAX)
THING YOU WANT TO SHOW
(100 WORDS MAX)
THING YOU WANT TO SHOW
(10 LINKS x 4 WORDS MAX)
THING YOU WANT TO SHOW
(100 WORDS MAX)
THING YOU WANT TO SHOW
(100 WORDS MAX)
OTHER THING
(50 WORDS MAX)
OTHER THING
(50 WORDS MAX)
OTHER THING
(50 WORDS MAX)
NEWS
(5 LINKS x 10 WORDS MAX)
70. RESOURCES
Content Strategy for Mobile
Karen McGrane
A Book Apart, 2011
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Pervasive Information Architecture
Andrea Resmini, Luca Rosati
Morgan Kaufman, 2012
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Content Everywhere
Sara Wachter-Boettcher
Rosenfeld Media, 2012
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Android Design Patterns
Greg Nudelman
Wiley, 2013
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Information Foraging Theory: Adaptive Interaction with Information
Peter Tirolli
Oxford University Press (USA), 2009
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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/