“There is no mobile web”, said Stephen Hay. Agreed. “There is no mobile context”, added Stephanie Rieger, And Jeff Eaton, and Karen McGrane. Or is there? I, too, believe there’s no single mobile context. However, when researching top tasks for one of the four University Medical Centres in the Netherlands, we discovered that that people who visit the hospital’s site from their home, office or medical practice, have different top tasks compared to people who are either on their way to or in the hospital for an appointment or visit. This not only demands a mobile-optimised or responsive site, but it also warrants mobile-specific or responsive content. I’d like to make the case for content to not only shift or change priority, based on (mobile or other) context, but perhaps to even change altogether. How would you deal with this in content strategy and content creation?

1. There Is Such a Thing as a
and There Is
to Prove it
Helsinki, Friday 13 September 2013
Christiaan W. Lustig, senior consultant and strategist at Sabel Online
mention me on Twitter: @ChristiaanWLstg
Photo by Acid Pix — http://www.flickr.com/photos/acidpix/5721934108/

2. “There is no mobile web.”
— Stephen Hay
Photo by Indigo Skies Photography — http://www.flickr.com/photos/indigoskies/6523275513/

3. Photo by Rob Spots — http://www.flickr.com/photos/93388157@N07/9000563446/

5. Photo by UWW ResNET — http://www.flickr.com/photos/uwwresnet/6280880034/
Site stats are corrupted by
how easy — or how hard! —
it is to find your content.
@ChristiaanWLstg ;-)

6. Photo by Colin the Scott — http://www.flickr.com/photos/colinthescot/9480224893/
- top tasks
% of votes
40-60 bottom tasks = 20% of votes

7. Top task research for one of the 4
major University Medical Centres in
the Netherlands
Photo by Yvo Pluymakers — http://www.flickr.com/photos/yvo-pluymakers/3743991184/

8. In which situation do you most often visit the UMC
website?
a. From home
b. From my office or practice, or from my work
place in the hospital
c. On my way to the hospital
d. In the hospital for an appointment, visit or
admission
Photo by Andrea Wren — http://www.flickr.com/photos/missus_mop/242292562/

9. 208
7
615
1875
0 500 1000 1500 2000
In the hospital for an appointment, visit or
admission
On my way to the hospital
From my office or practice, or from my work place
in the hospital
From home

10. What does
this mean?
Photo by Luke Redmond — http://www.flickr.com/photos/lukeredmond/2730035283/

11. „Static context‟
# task c. % c. tasks
1 Treatment (how specific illnesses and conditions are treated) 4.6% 1.2%
2 Disease/condition (what does an illness involve) 8.9% 2.3%
3
Contact details (address, e-mail, site phone numbers, departments, specialist
fields)
13.2% 3.5%
4
Viewing and updating my records (via the patient portal: personal details,
treatment plans, results; notes, questionnaires)
16.7% 4.7%
5 Making, viewing, changing and cancelling appointments 19.9% 5.8%
6 Scientific research at UMC Utrecht (results, publications, facts and figures, etc.) 22.9% 7.0%
7 Referrals procedure (regular, urgent) 25.9% 8.1%

12. „Mobile context‟
# task c. % c. tasks
1 Making, viewing, changing and cancelling appointments 4.1% 1.2%
2 Admission (what can I expect before, during and after admission?) 8.3% 2.3%
3 Disease/condition (what does an illness involve) 12.2% 3.5%
4 Waiting times (appointment, examination, treatment) 16.2% 4.7%
5 Treatment (how specific illnesses and conditions are treated) 19.7% 5.8%
6
Examination and diagnosis (how is a diagnosis made, what does an examination
involve, when do I get the result)
23.0% 7.0%
7 Treatment teams (the people who are involved in a treatment) 25.9% 8.1%

13. # ‘static’ ‘mobile’ diff.
1 Treatment (how specific illnesses and conditions are treated) Making, viewing, changing and cancelling appointments +4
2 Disease/condition (what does an illness involve)
Admission (what can I expect before, during and after
admission?)
+28
3
Contact details (address, e-mail, site phone numbers,
departments, specialist fields)
Disease/condition (what does an illness involve) -1
4
Viewing and updating my records (via the patient portal:
personal details, treatment plans, results; notes,
questionnaires)
Waiting times (appointment, examination, treatment) +15
5 Making, viewing, changing and cancelling appointments Treatment (how specific illnesses and conditions are treated) -4
6
Scientific research at UMC Utrecht (results, publications, facts
and figures, etc.)
Examination and diagnosis (how is a diagnosis made, what
does an examination involve, when do I get the result)
+4
7 Referrals procedure (regular, urgent) Treatment teams (the people who are involved in a treatment) +15

14. Photo by Jack Amick — http://www.flickr.com/photos/spyker3292/6345953361/
1. What does my condition involve?
2. Which treatment is usually prescribed?
3. How do I find a specialist doctor?

15. Photo by Jürg Stuker — http://www.flickr.com/photos/jstuker/9234603508/
1. Where do I need to report?
2. What might I expect during admission?
3. Are there any delays with my appointment?

16. Photo by Nathan Meijer — http://www.flickr.com/photos/npmeijer/8272087462/
“How do you know a user‟s actual context?”

17. Photo by Chris — http://www.flickr.com/photos/chrisinplymouth/7278110908/
Context ≠ device

18. Task + location + network
+ device ≈ context
Photo by Haags Uitburo — http://www.flickr.com/photos/haagsuitburo/7526290286/
@ChristiaanWLstg

19. Location

20. Network
Photo by Phil Dean — http://www.flickr.com/photos/phild41/6304672549/

21. How to adapt your
content strategy?
Photo by Reuben Stanton — http://www.flickr.com/photos/absent/2157057475/

22. Content
choreography
Photo by Mr T. in DC — http://www.flickr.com/photos/mr_t_in_dc/4541694713/

23. “One well-structured flexible reusable set of content
that can be published to many places.”
— Karen McGrane
Photo by Webdagene — http://www.flickr.com/photos/webdagene/6149952576/

24. “You need human judgment to
decide what actually matters.”
Photo by sasa.mutic — http://www.flickr.com/photos/sas5/5418886939/

25. Monitor, optimise, test, repeat…
Photo by International Campaign to Abolish Nuclear Weapons — http://www.flickr.com/photos/30835738@N03/7936242930/

26. Photo by Marco Bellucci — http://www.flickr.com/photos/marcobellucci/3534516458/

27. Kiitoksia paljon!
@ChristiaanWLstg
ChristiaanLustig.nl