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.
75 Tutorial presented at UX Scotland 2014
13. This is up 192.5%since 2011.
source: pocketyourshop.wordpress.com
14. MOBILE ONLY PAGEVIEWS
2010 2013
12.7%3.7%
North America
8.1%1.5%
Europe
22.9%4.5%
Asia
14.2%2.9%
Worldwide
5.3%.9%
South America
16.6%4.8%
Africa
12.8%2.8%
Oceania
15. 99% of smartphone owners use
their mobile browser at least once a
day.
source: pocketyourshop.wordpress.com
17. 74% of consumers will wait 5
seconds for a web page to load on
their mobile device before abandoning
the site.
source: pocketyourshop.wordpress.com
18. 39% of business do nothing to
make their site mobile-ready.
source: pocketyourshop.wordpress.com
19. MOBILE ONLY USERS
source: mobithinking.com
Country % mobile-only Country % mobile-only
Egypt 70% Indonesia 44%
India 59% Thailand 32%
South Africa 57% China 30%
Ghana 55% US 25%
Kenya 54% UK 22%
Nigeria 50% Russia 19
42. 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
46. MOBILE PATTERNS
The organization structure is usually hierarchical, but
can have other structures, such as concentric or even
chaotic.
image: Android Design Patterns
STRUCTURE AS DESIGN PATTERNS
WAYFINDING
72. THERE IS NO SUCH A THING AS
MOBILE CONTENT STRATEGY
image: abookapart.com
73. THE CHALLENGE
Adaptive content is more than just “mobile.” It means getting your content into a format so you can share and
distribute it to any platform you want. It means you can get your content onto platforms you control—and platforms
you don’t. It even means you’ll have a fighting shot at getting your content onto platforms that haven’t been
invented yet.
75. ADAPTIVE CONTENT
Adaptive content is more than just “mobile.” It means getting your content into a format so you can share and
distribute it to any platform you want. It means you can get your content onto platforms you control—and platforms
you don’t. It even means you’ll have a fighting shot at getting your content onto platforms that haven’t been
invented yet.
78. NEWSLETTER
SIGNUP
PROGRAM 1
(50 WORDS MAX)
PROGRAM 2
(50 WORDS MAX)
PROGRAM 2
(50 WORDS MAX)
GLOBAL NAVIGATION AND SERVICE LINKS SEARCH
LOGO AND SLOGAN
MAIN NAVIGATION
CAROUSEL PHOTO
FEATURED PRODUCT 1
(3 WORDS MAX)
FEATURED PRODUCT 2
(3 WORDS MAX)
PUB SEARCH
SLIDE TITLE (10 WORDS MAX)
SLIDE TEASER (50 WORDS MAX)
ASK THE EXPERT
(100 WORDS MAX)
TOPIC CENTER
(10 LINKS x 4 WORDS MAX)
HEALTH CARE REFORM
(100 WORDS MAX)
SPOTLIGHT
(100 WORDS MAX)
PROGRAM 1
(50 WORDS MAX)
PROGRAM 2
(50 WORDS MAX)
PROGRAM 2
(50 WORDS MAX)
NEWS
(5 LINKS x 10 WORDS MAX)
STRUCTURED CONTENT
79. STRUCTURED CONTENT
NEWSLETTER
SIGNUP
GLOBAL NAVIGATION AND SERVICE LINKS SEARCH
CAROUSEL PHOTO
FEATURED PRODUCT 1
(3 WORDS MAX)
FEATURED PRODUCT 2
(3 WORDS MAX)
PUB SEARCH
SLIDE TITLE (10 WORDS MAX)
SLIDE TEASER (50 WORDS MAX)
TOPIC CENTER
(10 LINKS x 4 WORDS MAX)
NEWS
(5 LINKS x 10 WORDS MAX)
NAV SEARCH (SITE AND PUBS)
SLIDE TEASER SHORT
(10 WORDS MAX)
FEATURED PRODUCT 1
(3 WORDS MAX)
TOPIC CENTER
(5 LINKS x 4 WORDS
MAX)
NEWS
(5 LINKS x 10
WORDS MAX)
CAROUSEL
PHOTO
THUMB
FEATURED PRODUCT 2
(3 WORDS MAX)
87. RESOURCES
Content Strategy for Mobile
Karen McGrane
A Book Apart, 2011
!
Pervasive Information Architecture
Andrea Resmini, Luca Rosati
Morgan Kaufman, 2012
!
Content Everywhere
Sara Wachter-Boettcher
Rosenfeld Media, 2012
!
Android Design Patterns
Greg Nudelman
Wiley, 2013
!
Information Foraging Theory: Adaptive Interaction with Information
Peter Tirolli
Oxford University Press (USA), 2009
!
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/