3. plein air interactive
An interactive agency for museums...
Online marketing communications strategy
Bulletproof design/branding
Easy content management (Curator)
Mobile tours/apps/sites
e-commerce
pleinairinteractive.com
4. Questions...
How many of you have a computer?
Smartphone?
Tablet?
pleinairinteractive.com
5. Questions...
Do you already offer an optimized
mobile experience?
Are you planning on doing so in the
next 6 months? (If not, you should)
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6. Today’s Agenda
Mobile User Experience (what’s different?)
Keys to a successful mobile user experience
Mobile apps...websites...tours
Mobile Content Strategy
Resources
Q&A
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7. Why care about mobile?
Museum communicators need to know how
people use mobile devices so that they are
prepared to effectively present their messages
and create understanding.
“Digital Engagement”
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9. Why care about mobile?
25B downloads from Apple Store; 1B/month
More mobile users than PC users by 2015
More m-commerce than e-commerce by 2015
(Gartner)
31% of Americans only or mostly use the
Internet on their mobiles
1 in 5 visits to museum websites are mobile
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10. Museums + Mobile
4 in 10 museums don’t offer any mobile
features
Visitors expect to use their own devices
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11. Why care about mobile?
Connect to new audiences
Younger, tech savvy
Connect anywhere, anytime
Stronger connections to existing
audiences
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12. Connect to new audiences
Source: Reach Advisors
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13. Core museum audiences
Art, Historic - 65% 50+ y.o.
Science - 72% under 50 y.o
Children’s - 89% under 50 y.o.
Source: Reach Advisors
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21. Computer - Tasks
Build a website
Write a book
BUY
CREATE
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22. Tablet - Tasks
View a website
Read a book
BUY
CONSUME information
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23. Smartphone - Tasks
Its “killer app”: killing time
Check in: foursquare, email, call, Facebook, Twitter
Communicate immediately: Facebook, Twitter,
Instagram, Pinterest
Gather data about a location
BUY?
CONSUME + CONNECT
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24. Games
Weather
Social networking
Maps, navigation, search
Music
News
Entertainment
Most frequent
Video, movies
Shopping/retail
mobile tasks
Dining/restaurant
Sports
Productivity
Communication
Travel
pleinairinteractive.com
25. News
Weather
Email
Top 5 mobile usage
Social media categories
Personal Interest
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26. Computer
- Luke Wrobleski, http://www.lukew.com/ff/entry.asp?1451 - 11/22/11
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27. Smartphone
- Luke Wrobleski, http://www.lukew.com/ff/entry.asp?1451 - 11/22/11
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28. Tablet
- Luke Wrobleski, http://www.lukew.com/ff/entry.asp?1451 - 11/22/11
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29. What do we use to buy?
83% - computer owners
63% - tablet owners
31% - smartphone (impulse buys)
- JumpTap/comScore
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30. Who buys?
Tablets:
67% of men
39% of women
Smartphones:
39% of men
23% of women
- JumpTap/comScore
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32. Who buys?
iPhones + iPads = 92% of all mobile purchases
during the 2011 Holidays
Average purchase is higher with iOS devices: $123
vs. $101 for Android devices
- RichRelevance
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33. Native or Web?
Only 4% of consumers said they prefer to use
a company’s (native) app - Zmags survey
25% of all native apps are used just once
(Localytics)
People prefer Web apps b/c they can more
easily comparison shop
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34. Going Native?
Expense will increase (3997 versions of
Android)
HTML5 will improve capabilities
Better integration with the full web
For now, build native apps.
Eventually, though, apps will move from “the store” to the Web
- Jakob Nielsen, http://www.useit.com/alertbox/mobile-sites-apps.html - 2/13/12
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35. Mobile app usage
25% of apps are used just once
Apps w/heavy usage fall into distinct
categories
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39. Mobile website design techniques
“Detect and direct”
Responsive Web Design
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40. Detect and Direct
Detect the device and show custom mobile site:
Feed a different set of templates/HTML (at
same URL)
Feed a different style sheet (but use same
markup) at same URL
Redirect to a mobile site “m.mysite.com”
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41. Examples - detect and direct
www.pleinairinteractive.com
www.walkerart.org
mobile.boston.com
www.imamuseum.org/mobile
www.capeannmuseum.org
pleinairinteractive.com
43. Responsive Web Design
Use a single codebase to render a site:
Media queries
Fluid grids
Flexible images and media, through dynamic
resizing or CSS
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44. Responsive Web Design
<link rel="stylesheet" type="text/css"
media="screen and (max-device-width: 480px) and
(resolution: 163dpi)"
href="shetland.css" />
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45. Examples - Responsive Web Design
www.happycog.com
www.cooperhewitt.com
curator.pleinairinteractive.com
pleinairinteractive.com
46. Mobile Tours (what people said)
Isolate from the collection
repetitive typing is frustrating
unobtrusive, not cumbersome
audio better than video “in-tour”
people want to use their own devices
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47. Mobile Usability
“Design for mobile first.” - Luke Wrobleski
“If in doubt, leave it out.” - Jakob Nielsen
“Make it tapworthy.” - Josh Clark
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48. Mobile Content Strategy
Less is more, Simple/fast is more
Use single CMS for standard + mobile sites
Know who you want to engage
Know when you’re likely to engage them
Know what action you want them to take (buy
event tickets)
pleinairinteractive.com
49. Mobile Content Strategy
Know your audience
Analyze your audience
You need a mobile-friendly website
Editorial response plan for social media
Have a dashboard to improve awareness +
response time
Use a smartphone (iPhone) like a boss
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55. Tools/Apps
Tumblr - tumblr.com - post images,
messages from mobile devices
Instagram - instagram.com - Post photos,
cross-post to Facebook, Twitter
Foursquare - foursquare.com - check ins
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56. Resources
Luke Wrobleski - ideation and design: http://www.lukew.com/ff/
Museum Mobile - Nancy Proctor: http://www.museummobile.info
TAP into Museums (TourML, TAP): http://www.tapintomuseums.org
Responsive Web Design: http://www.abookapart.com/products/
responsive-web-design
Touch gesture reference guide, stencils: http://www.lukew.com/ff/
entry.asp?1071
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