The document discusses steps for designing content for mobile experiences. It recommends first understanding users' needs and the technology. It also advises understanding the existing content ecosystem by categorizing content and identifying core pages. The document then discusses prioritizing content and considering additional design elements like loading times, ergonomics, and microinteractions. The overall message is that effective mobile content design starts with a content strategy that considers users and the full content experience.

1. Mobile Content Design
Ahava Leibtag
President
Aha Media Group
Now What 2017
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6. The Martian

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9. Designing for mobile is about
content strategy work first and
then mobile design second.
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10. Steps to Great Content Design for Mobile
1. Understand users’ needs
2. Understand the technology
3. Understand the content ecosystem
4. Create content models and core pages
5. Prioritize the content
6. Other things to think about

11. Understand Users’ Needs
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13. Backstory:
He has been working for the same law firm for 12
years and business has been growing quickly. His
administrator hired the previous two IT companies
but neither of them could keep up with the firm’s
growing needs and he was disappointed by their work
ethic. He knows the firm needs outstanding outside
help because they don’t have the resources to bring
in an internal IT employee. He wants a company that
will help anticipate the firm’s needs. He wants to hire
a highly recommended company that is extremely
reliable.
Age: 38
Lives in: Bethesda, MD
Education: Georgetown Law School,
Penn Undergraduate
Occupation: Patent Attorney in
Washington, D.C.
HH Income: 250K (+50K)
Family: Wife, Julie, 34, Graphic Designer
Daughter, Danielle, 11
Son, Michael, 8
Lifestyle/Personality:
• Drives an Acura and wife drives a
Honda CRV
• Gym membership and plays tennis
• Coaches Michael’s soccer team
• Family travels twice a year to California
• Shops at Brooks Brothers and J.Crew
• Dines out often with clients
Devices and Channels:
iPhone, iPad, laptop and desktop
News and Information:
Reads the Wall Street Journal and world
news online
Tasks and Objectives:
• What kind of IT support do you provide?
• How much experience do you have with the
legal industry?
• Do you have after business hours and
weekend technical support? How responsive
are you during those times?
• Is there an assigned primary technical
consultant?
• Will you recommend and purchase
hardware and software products for my law
firm?
• What is your pricing structure?
• Who are some of your clients? Can you
provide customer recommendations?
Adam J. Seeking IT services: “We need professional help with our IT.”

14. QADX
Motivations
• Find an IT company
that will be a good fit
for his firm
Primary Questions
• What kind of IT support do you provide?
• How much experience do you have with the
legal industry?
• Do you have after business hours and
weekend technical support? How responsive
are you during those times?
Secondary Questions
• Is there an assigned primary technical consultant?
• Will you recommend and purchase hardware and
software products for my lawfirm?
• What is your pricing structure?
• Who are some of your clients? Can you provide
customer recommendations?
Actions
• Call with questions
• Schedule a meeting
Possible Encounters:
• Search online
• Referrals
Possible Content:
• Services
• Portfolio
• Support Hours
Possible Content:
• Products
• Pricing
• Customer Testimonials
Possible
Modes of
Engagement
Adam J. Seeking IT services: “We need professional help with our IT.”

15. Motivations
• Find an IT company
that will be a good fit
for his firm
Primary Questions
• What kind of IT support do you provide?
• How much experience do you have with the
legal industry?
• Do you have after business hours and
weekend technical support? How responsive
are you during those times?
Secondary Questions
• Is there an assigned primary technical consultant?
• Will you recommend and purchase hardware and
software products for my lawfirm?
• What is your pricing structure?
• Who are some of your clients? Can you provide
customer recommendations?
Actions
• Call with questions
• Schedule a meeting
Possible Encounters:
• Search online
• Referrals
Possible Pages:
• Services
• Portfolio
• Support Hours
Possible Pages:
• Products
• Pricing
• Customer Testimonials
Possible
Modes of
Engagement
Adam J. Seeking IT services: “We need professional help with our IT.”

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18. Understand the Technology
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20. Pros and Cons
Pros Cons
Native Application (App) • One tap on user’s home screen
vs a URL to remember /
bookmark / type in.
• Storing information locally a little
better, user preferences, login
information, etc. Like Spotify
caching songs on your phone. A
mobile web site couldn’t do that.
• Performance. Generally
everything just works faster.
• User has to download it and
learn how to use it. Several steps
in that funnel (open App Store,
type in password, etc).
• Cost of development.
• Maintaining multiple code bases.
Responsive • One code base
• Scales to any device.
• Performance
• Can be complex to code
(supporting images at many sizes,
for example).
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21. @ahavaL #cmworld

22. @ahavaL #cmworld

23. @ahavaL #cmworld

24. Responsive
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25. @ahavaL #cmworld

26. Apps
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29. Responsive design won’t fix
your content problem—
but content strategy will.
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30. How does this happen?
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31. Divorce content from design
@ahavaL #cmworld

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Category Definition Examples
Content What you want to
display on the screen
Copy, images, data
Design How and where you
display the data
Fonts, colors,
placement
Metadata The behavior of the
content
How it displays
depending on the
“holder”

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34. Understand the Content
Ecosystem
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36. Ask yourself (and your team)
• Formats: What types of digital content do we have currently? (All
formats: text, video, audio, pictures, infographics and so on)
• Print: Do we have print content that needs to be incorporated?
• Architecture: Where does the content live?
• Business objectives: How much of an asset is it to the
organization?
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37. Categorize
1. Focus content: which content is critical your customers and
therefore benefits your business?
2. Guide: content that’s important to your users and beneficial
to your business
3. Drive: towards content that people didn’t know they were
looking for, but is beneficial to your business
4. Meh: content you’ll include because you feel you have to
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Drive Focus
Meh Guide
Business Impacts
User Needs

39. Create Content Models
and Core Pages
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42. The Core Model
• Align content with business objectives
• Support customers in accomplishing tasks
Business
Goals
User
Tasks
www.ahamediagroup.com

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49. Creating core pages or components
1. Identify core pages or content components that satisfy business
goals and user needs’
2. Model the content and identify the relationships
3. Map inputs and outputs (how people land and where they go
next)
4. Create buckets of content according to their relationships
5. Prioritize which “pages” and content they need: What content
elements that you just mapped belong on a small screen?
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50. Presentation
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52. Prioritize the Content
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54. Not what do they need to see.
Which order do they need to
see it in?
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58. @ahavaL #cmworld

59. Other things to think about
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61. User-Friendly Design and Voice/Tone
• Loading times
• Ergonomic design
• Touchpoints
• Cues
• Microinteractions
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62. Loading Times
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63. Ergonomics
©Luke Wrobleski @ahavaL #cmworld

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65. Touchpoints
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66. Touchpoints
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67. Cues
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68. Microinteractions
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69. Steps to Great Content Design for Mobile
1. Understand users’ needs
2. Understand the technology
3. Understand the content ecosystem
4. Create content models and core pages
5. Prioritize the content
6. Think about microinteractions, cues and touchpoints

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71. Thank you
Ahava Leibtag
Aha Media Group, LLC
ahava@ahamediagroup.com
@ahavaL @
ahavaleibtag
www.ahamediagroup.com