Where are you with mobile? - Content Strategy

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Date: Tue, 13 Sep 2011 06:35:50 +0200
Message-ID: <CAKnViy92=g6z4nKY3PARAvz-eLMghj9HcPGkAN1dC=qVdkp...@mail.gmail.com>
Subject: Re: Where are you with mobile?
From: Nathan Blows <nathanbl...@gmail.com>
To: contentstrategy@googlegroups.com
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Luke Wroblewski just put up two posts with take-outs from the Breaking
Development conference <http://www.bdconf.com/>, about web design
and development for mobile. The "There Is No Mobile
Web<http://www.lukew.com/ff/entry.asp?1393&utm_source=3Dfeedburner&utm_medi=
um=3Dfeed&utm_campaign=3DFeed%3A+FunctioningForm+%28LukeW+Ideation+%2B+Desi=
gn%29&utm_content=3DGoogle+Reader>"
post is interesting, as is the "Pragmatic Responsive
Design<http://www.lukew.com/ff/entry.asp?1394&utm_source=3Dfeedburner&utm_m=
edium=3Dfeed&utm_campaign=3DFeed%3A+FunctioningForm+%28LukeW+Ideation+%2B+D=
esign%29>"
one.

On 12 September 2011 09:13, Rich Thompson <richt...@gmail.com> wrote:

> Hi all,
>
> Totally agree with all that's been said. My comment about "obsessing"
> about mobile comes from my personal experience with clients and
> agencies.
>
> I didn't mean to say that would should stop thinking about it. But
> cool heads should prevail.
>
> Mobile is a word that gets bandied around too much, just like social
> media. There's too much hype (except among us).
>
> My (perhaps simplistic) view is that content needs to adapt to the
> context of the user (how, what, where and when). This implies that
> there may be some kinds of content that are only available on mobile
> devices, while other forms of content are "gracefully degraded" from a
> desktop to experience for a mobile experience. It also implies having
> a CMS capable of delivering a single-source, publish on anything
> model.  And this ain't the case today. And it implies having new
> content patterns (like Lisa said). Happily, by the looks of it, some
> very bright people are working on this.
>
> I found Lisa's side note to be very telling of where clients are
> today. Stipulating that content be "viewable on mobile devices" is
> simultaneously refreshing and disheartening. While it's great that
> they are thinking about content on mobile devices, it's sad to see
> that the mobile experience with content is reduced to simply viewing
> it. How about using it, understanding it, sharing it?
>
> -Rich
>
> On Sep 11, 10:52 pm, Lisa Moore <l...@writebyte.com> wrote:
> > I worked on a mobile CS for a UK bank over a year ago. They already had=
 a
> > white label app they were using and wanted to develop their own.
> >
> > The client conducted user research to understand what it was their
> customers
> > wanted/needed from a bank in a mobile context. And it should come as no
> big
> > surprise that people wanted functionality - check a balance, make a
> > transfer, etc. They didn't want - or even expect - to be able to resear=
ch
> > mortgage products or compare ISAs on their morning commute.
> >
> > I did research of my own into mobile "best practice" at the time and
> found
> > those two main themes that have come up in this thread again and again:
> > context and behaviour.
> >
> > In terms of context, it seems mobile users could be broken down into tw=
o
> > broad categories based on where they were when accessing the mobile web=
:
> >
> > =E2=82=AC    On the move =C2=AD where they were likely to be performing=
 task-,
> location-
> > and/or time-sensitive actions whilst they're on the go; and
> > =E2=82=AC    On the couch (or on the train/bus/commute) =C2=AD where th=
ey were likely
> to
> > be engaged in a more private, immersive browsing experience, such as
> > watching a movie, IM'ing with friends or reading the news.
> >
> > In terms of mobile user behavior, Google released findings in 2007 that
> > identified three specific types:
> >
> > =E2=82=AC    Repetitive now: checking stock quotes or sports scores;
> > =E2=82=AC    Bored now: waiting on a train or killing time between meet=
ings; and
> > =E2=82=AC    Urgent now: checking flight departure times or making a la=
st-minute
> > gift purchase.
> >
> > IMO, those broad brush ways of viewing the mobile experience are still
> > valid.
> >
> > On a side note, I'm currently working on a large scale web re-design an=
d
> one
> > of the client's requests was that the new sites (and there are several
> brand
> > sites under the parent umbrella site) be "viewable on mobile devices".
> >
> > The client has already selected a CMS that makes it seem as though
> > publishing website content to the mobile channel is as simple as clicki=
ng
> a
> > few buttons. Of course it's not and frankly, I think these CMS products
> that
> > downplay the complexity of mobile, social media, etc do content and
> digital
> > strategists a disservice.
> >
> > In this case, the client is besotted with visions of a multi-channel
> > publishing Utopia and IMO has been lulled into a false sense of
> complacency
> > by this "out of the box" hype. Dangerous indeed.
> >
> > It has been suggested to me (by someone much smarter about the CMS worl=
d
> > than I am!) that there seems to be a fundamental issue regarding the la=
ck
> of
> > patterns (or implementation of patterns) when it comes to trying to
> bridge
> > the gap between CS and the CMS.
> >
> > I know the folks at Contentini attempted to create a web CS design
> pattern
> > library. Maybe we need to start thinking of mobile patterns to add to o=
ur
> > content strategy pattern language=C5=A0?
> >
> > --Lisa
> >
> > PS: All hail McLuhan, of course, but if you haven't done so already, I
> > encourage everyone to dig into Jan Chipchase's outstanding ethnographic
> > research into mobile usage in emerging markets.
>
> --
> You received this message because you are subscribed to the Google Groups
> "Content Strategy" group.
> To post to this group, send email to contentstrategy@googlegroups.com.
> To unsubscribe from this group, send email to
> contentstrategy+unsubscribe@googlegroups.com.
> For more options, visit this group at
> http://groups.google.com/group/contentstrategy?hl=3Den.
>
>


--=20
Nathan Blows

021 976 4376
084 526 3965

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Luke=C2=A0<span class=3D"Apple-style-span" style=3D"background-color: rgb(2=
55, 255, 255); "><font class=3D"Apple-style-span" face=3D"&#39;Helvetica Ne=
ue&#39;, Helvetica, Arial, sans-serif"><span class=3D"Apple-style-span" sty=
le=3D"line-height: 20px;">Wroblewski just put up two posts with take-outs f=
rom the </span></font><a href=3D"http://www.bdconf.com/" style=3D"font-fami=
ly: &#39;Helvetica Neue&#39;, Helvetica, Arial, sans-serif; line-height: 20=
px; ">Breaking Development conference</a><font class=3D"Apple-style-span" f=
ace=3D"&#39;Helvetica Neue&#39;, Helvetica, Arial, sans-serif"><span class=
=3D"Apple-style-span" style=3D"line-height: 20px;">, about web design and=
=C2=A0development=C2=A0for mobile. The &quot;<a href=3D"http://www.lukew.co=
m/ff/entry.asp?1393&amp;utm_source=3Dfeedburner&amp;utm_medium=3Dfeed&amp;u=
tm_campaign=3DFeed%3A+FunctioningForm+%28LukeW+Ideation+%2B+Design%29&amp;u=
tm_content=3DGoogle+Reader">There Is No Mobile Web</a>&quot; post is intere=
sting, as is the &quot;<a href=3D"http://www.lukew.com/ff/entry.asp?1394&am=
p;utm_source=3Dfeedburner&amp;utm_medium=3Dfeed&amp;utm_campaign=3DFeed%3A+=
FunctioningForm+%28LukeW+Ideation+%2B+Design%29">Pragmatic Responsive Desig=
n</a>&quot; one.</span></font></span><br>
<br><div class=3D"gmail_quote">On 12 September 2011 09:13, Rich Thompson <s=
pan dir=3D"ltr">&lt;<a href=3D"mailto:richt...@gmail.com">richt...@gmail.co=
m</a>&gt;</span> wrote:<br><blockquote class=3D"gmail_quote" style=3D"margi=
n:0 0 0 .8ex;border-left:1px #ccc solid;padding-left:1ex;">
Hi all,<br>
<br>
Totally agree with all that&#39;s been said. My comment about &quot;obsessi=
ng&quot;<br>
about mobile comes from my personal experience with clients and<br>
agencies.<br>
<br>
I didn&#39;t mean to say that would should stop thinking about it. But<br>
cool heads should prevail.<br>
<br>
Mobile is a word that gets bandied around too much, just like social<br>
media. There&#39;s too much hype (except among us).<br>
<br>
My (perhaps simplistic) view is that content needs to adapt to the<br>
context of the user (how, what, where and when). This implies that<br>
there may be some kinds of content that are only available on mobile<br>
devices, while other forms of content are &quot;gracefully degraded&quot; f=
rom a<br>
desktop to experience for a mobile experience. It also implies having<br>
a CMS capable of delivering a single-source, publish on anything<br>
model. =C2=A0And this ain&#39;t the case today. And it implies having new<b=
r>
content patterns (like Lisa said). Happily, by the looks of it, some<br>
very bright people are working on this.<br>
<br>
I found Lisa&#39;s side note to be very telling of where clients are<br>
today. Stipulating that content be &quot;viewable on mobile devices&quot; i=
s<br>
simultaneously refreshing and disheartening. While it&#39;s great that<br>
they are thinking about content on mobile devices, it&#39;s sad to see<br>
that the mobile experience with content is reduced to simply viewing<br>
it. How about using it, understanding it, sharing it?<br>
<br>
-Rich<br>
<div><div></div><div class=3D"h5"><br>
On Sep 11, 10:52=C2=A0pm, Lisa Moore &lt;<a href=3D"mailto:l...@writebyte.c=
om">l...@writebyte.com</a>&gt; wrote:<br>
&gt; I worked on a mobile CS for a UK bank over a year ago. They already ha=
d a<br>
&gt; white label app they were using and wanted to develop their own.<br>
&gt;<br>
&gt; The client conducted user research to understand what it was their cus=
tomers<br>
&gt; wanted/needed from a bank in a mobile context. And it should come as n=
o big<br>
&gt; surprise that people wanted functionality - check a balance, make a<br=
>
&gt; transfer, etc. They didn&#39;t want - or even expect - to be able to r=
esearch<br>
&gt; mortgage products or compare ISAs on their morning commute.<br>
&gt;<br>
&gt; I did research of my own into mobile &quot;best practice&quot; at the =
time and found<br>
&gt; those two main themes that have come up in this thread again and again=
:<br>
&gt; context and behaviour.<br>
&gt;<br>
&gt; In terms of context, it seems mobile users could be broken down into t=
wo<br>
&gt; broad categories based on where they were when accessing the mobile we=
b:<br>
&gt;<br>
&gt; =E2=82=AC =C2=A0 =C2=A0On the move =C2=AD where they were likely to be=
 performing task-, location-<br>
&gt; and/or time-sensitive actions whilst they&#39;re on the go; and<br>
&gt; =E2=82=AC =C2=A0 =C2=A0On the couch (or on the train/bus/commute) =C2=
=AD where they were likely to<br>
&gt; be engaged in a more private, immersive browsing experience, such as<b=
r>
&gt; watching a movie, IM&#39;ing with friends or reading the news.<br>
&gt;<br>
&gt; In terms of mobile user behavior, Google released findings in 2007 tha=
t<br>
&gt; identified three specific types:<br>
&gt;<br>
&gt; =E2=82=AC =C2=A0 =C2=A0Repetitive now: checking stock quotes or sports=
 scores;<br>
&gt; =E2=82=AC =C2=A0 =C2=A0Bored now: waiting on a train or killing time b=
etween meetings; and<br>
&gt; =E2=82=AC =C2=A0 =C2=A0Urgent now: checking flight departure times or =
making a last-minute<br>
&gt; gift purchase.<br>
&gt;<br>
&gt; IMO, those broad brush ways of viewing the mobile experience are still=
<br>
&gt; valid.<br>
&gt;<br>
&gt; On a side note, I&#39;m currently working on a large scale web re-desi=
gn and one<br>
&gt; of the client&#39;s requests was that the new sites (and there are sev=
eral brand<br>
&gt; sites under the parent umbrella site) be &quot;viewable on mobile devi=
ces&quot;.<br>
&gt;<br>
&gt; The client has already selected a CMS that makes it seem as though<br>
&gt; publishing website content to the mobile channel is as simple as click=
ing a<br>
&gt; few buttons. Of course it&#39;s not and frankly, I think these CMS pro=
ducts that<br>
&gt; downplay the complexity of mobile, social media, etc do content and di=
gital<br>
&gt; strategists a disservice.<br>
&gt;<br>
&gt; In this case, the client is besotted with visions of a multi-channel<b=
r>
&gt; publishing Utopia and IMO has been lulled into a false sense of compla=
cency<br>
&gt; by this &quot;out of the box&quot; hype. Dangerous indeed.<br>
&gt;<br>
&gt; It has been suggested to me (by someone much smarter about the CMS wor=
ld<br>
&gt; than I am!) that there seems to be a fundamental issue regarding the l=
ack of<br>
&gt; patterns (or implementation of patterns) when it comes to trying to br=
idge<br>
&gt; the gap between CS and the CMS.<br>
&gt;<br>
&gt; I know the folks at Contentini attempted to create a web CS design pat=
tern<br>
&gt; library. Maybe we need to start thinking of mobile patterns to add to =
our<br>
</div></div>&gt; content strategy pattern language=C5=A0?<br>
<div><div></div><div class=3D"h5">&gt;<br>
&gt; --Lisa<br>
&gt;<br>
&gt; PS: All hail McLuhan, of course, but if you haven&#39;t done so alread=
y, I<br>
&gt; encourage everyone to dig into Jan Chipchase&#39;s outstanding ethnogr=
aphic<br>
&gt; research into mobile usage in emerging markets.<br>
<br>
--<br>
You received this message because you are subscribed to the Google Groups &=
quot;Content Strategy&quot; group.<br>
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To unsubscribe from this group, send email to <a href=3D"mailto:contentstra=
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roup/contentstrategy?hl=3Den" target=3D"_blank">http://groups.google.com/gr=
oup/contentstrategy?hl=3Den</a>.<br>
<br>
</div></div></blockquote></div><br><br clear=3D"all"><div><br></div>-- <br>=
Nathan Blows<br><br>021 976 4376<br>084 526 3965<br><br>

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