Josh Clark of Global Moxie presented 7 mobile myths:
Myth #1: Mobile users are rushed and distracted.
- 40% of mobile users have used their device in the bathroom
- 85% expect mobile retail experience to be as rich as desktop
- “This is not mobile content.” WRONG! All content is mobile.
– Used an example of Alibris that specialized in rare and collectible books. Left it out of their mobile site. - eBay sells 2,000 cars per month in US on mobile devices
- 28% of mobile web users use mobile almost exclusively (25 million people, 11% of US adults)
– if they can only afford “one screen” it’s a mobile phone
Myth #2: Mobile = Less = Lite.
- Jakob Nielsen says cut content and features. WRONG! No, Jakob, no!
- don’t confuse context with intent
Myth #3: Complexity is a dirty word.
- complexity = richness
- complicated is not complexity
- complex but comprehensible
- Umbrella weather app answers the simple question, “Do I need my umbrella today?” Works for me, but not my father; he wants all the gory details about the low pressure system in Brazil, like Accuweather app
- early Facebook app was criticized for “not being Facebook” because of missing key features
- Accuweather app for the iPad is scary even on a sunny day; iPhone app is good
- clarity trumps density
Myth #4: Extra taps and clicks are evil.
- came from latency issues with early web
- as long as each tap delivers value; quality taps
- progressive disclosure
- mobile = more
- progressive enhancement
Myth #5: Gotta have a mobile web site.
- need a mobile experience, not a web site
- there is no “mobile web”: www.mysite.com -> mobile.mysite.com WRONG!
- all one web
- the more backward compatible your site, the more future compatible it is
- edit, edit, edit: if you don’t need it, don’t put it on the mobile version – and take it out of the desktop version!
- content runs the show, it’s the “big boy in the room”
Myth #6: Mobile is about apps and websites.
- an app is not a strategy
- your product is not an app, it’s content
- content takes on many forms in many containers
- we’re all cloud developers: anytime, anywhere; API first
Myth #7: CMS and API are for database nerds.
- we all need to care about content structure
- “Metadata is the new art direction.” Ethan Resnick
- it’s just plain strategy, not mobile strategy
Summary:
- MOBILE ≠ RUSHED
- MOBILE ≠ LESS
- COMPLEX ≠ COMPLICATED
- TAP QUALITY > TAP QUANTITY
- NO MOBILE WEB
- FOCUS FOR ALL PLATFORMS
- DON’T THINK APP, THINK SERVICE
- CONTENT/DATA IS KING
✪✪✪✪✩ Nice format, using the list. Great LEGO-mini visuals.
