How we used analytics and user insights to inform our phased approach to mobile.

1. Mobile Strategy:
Path to a mobile site experience
Val Fox
Digital Engagement
@valeriefox
www.slideshare.net/foxatbentley

2. Platform Decision
70% of college-bound high
school students would
browse a school’s mobile site
Mobile Web Native App on their device browser
rather than download a
(m.bentley.edu) mobile app for that school.
Noel Levitz 2012 report
or

3. Platform Decision
Mobile Web Native App Responsive
(m.bentley.edu) Design
or or

4. We know mobile usage is growing
Mobile visits have grown 127% and equals 10% of total site traffic

5. What mobile devices are visitors using?
O/S Visits Growth
iPhone 100,093 147%
iPad 69,300 230%
Android 57,659 171%
iPod 11,544 10%
Blackberry 9,528 -36%

6. What are mobile visitors doing?

7. Mobile visitor behavior
Our mobile visitors’ behavior falls into these
buckets:
• Utility: Applying, financial aid, MyBentley,
registrar, etc.
• Local/Urgent: Shuttle, events calendar, visiting
info (map, etc.), etc.

8. What are mobile behavior of visitors?
Our mobile visitors’ behavior falls into these
buckets:
• Utility: Applying, financial aid, MyBentley,
registrar, etc.
• Local/Urgent: Shuttle, events calendar, visiting
info
Prospects Current Students

9. Mobile Roadmap: Phased Approach
June 2012: Launch m.bentley.edu for smartphones
• V1: Core mobile site
– Shuttle schedule, map, directory, etc.
Fall 2012: Launch responsive Undergrad and Grad Admissions sites
• V2: Resources for prospective students
TBD: Based on web services timeline
• V3: Resources for current students
– Registration/MyBentley
– Laundry finder 

10. Mobile Experience V1: June 2012
• Shuttle: Schedule & real-time tracker
• Campus map: Google Maps
w/direction capabilities
• Directory: Search faculty/staff & call
from mobile device
• Athletics: bentleyfalcons.com mobile
site
• Calendars: Academic calendar/EMS
(for now)
• Library: Library’s mobile site
• Social media: Links to FB, Twitter,
and YouTube
• Full site: Access to standard site

11. Mobile Experience: V2 – V3
V2 Fall 2012
V3 TBD

12. Responsive Site Design
Layout is optimized for multiple screens:
• Desktop
• Tablet (both orientations)
• Smartphone
HFID.bentley.edu
launched May 2012

13. Questions?
Contact Bentley’s Digital Engagement Office:
Val Fox, Director
vfox@bentley.edu
@valeriefox