mobile content | the hispanics are coming!

MOBILE IS HERE, AND THEHISPANICS ARE COMING!

“What used to fit in a building now fits in your pocket, and what fits in your pocket today will fit inside a blood cell in 25 years.”

RAY KURZWEIL

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OUR COUNTRY HAS EVOLVED

WHEN WILL MOBILE BE EVERYTHING?

SOON.

THE HISPANICS ARE COMING!

50% OF THE WORLD IS BILINGUAL

53 MILLION US HISPANICS

36 MILLION SPEAK SPANISH AT HOME

HISPANICS OVER INDEX & ARE UNDERSERVED

“The Hispanic consumer represents the greatest

potential for sustained growth in the U.S. today”

NEILSON

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US SPANISH SPEAKERS ARE USED TO BEING IGNORED

HISPANICS ARE LOYALYou Give Us What We are Looking For, You Have Us For Life.

HISPANICS LIKE TO TOGGLE

SPANISH SPEAKERS ARELOW HANGING FRUIT

GO GET THEM!

SO WHAT IS THE PROBLEM?

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TOO MANY DEVICES,MORE ON THE WAY

But they have to understand the system works

USERS KNOW WHAT THEY WANT TO DO

OUR JOB IS TO MAKE IT EASY

Execute an already known procedure - a routine skill

Learn a procedure from explicit instructions

The more knowledge is required, the more difficult it is to interact effectively.

Click on links

Share on Social

Scroll

Squeeze and stretch

WE LEARNED TO:

MAKE IT SIMPLE, WE CAN DO IT

STRATEGIC SOLUTIONS

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LET’S MOVE BEYOND THIS:

Water Flows Like “Chunky Water”(ht @dmolsen)

Content Informs DesignDesign Informs Content

PERSONAS, NEED STATES & ACTIONS

What decisions will the user make at each point in the task?

What information will the user need to make those decisions?

WHAT DECISIONS WILL THE USER MAKE AT EACH POINT IN THE TASK?

Landing Page,

Towing

• When Are You Open?

Services

• Can You Tow Heavy Duty Vehicles

Contact• Phone,• WhatsAp

p• Email

KNOW YOUR PERSONAS

Geo-Optimizatio

n, Store Locator

Damage Estimate

Data Input/Service Request

DESIGN PAGES THAT MEET THEIR NEEDSEx: Towing Company Broken Down

OPTIMIZE EXPERIENCE, NOT PAGE

Which Is Also The Easiest To Translate

FOR SOME, SIMPLEST IS BEST

TACTICAL TIPS

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FRAMELESS GRIDS FOR ADAPTIVE DESIGN

http://ipadpeek.com/

http://iphonetester.com/

http://quirktools.com/screenfly/

http://ready.mobi/

http://responsivepx.com/

FREE EMULATORS FOR TESTING

FITT’S LAW SAYS, KEEP CTA’S CLOSE TO THUMBS

Login via Facebook/TwitterPut off asking for data

LESS INPUTS = MORE ENGAGEMENT

UNMASK PASSWORDS

USE PLACEHOLDER TEXTINSTEAD OF LABELS

TRANSLATE PLACEHOLDER TEXTALMOST NOBODY DOES THIS!

That way no matter the device, or how much they zoom, everything will stay it its place

LABELS GO ABOVE INPUTS

TypeKitFontSquirrelGoogle Web Fonts

DON’T USE IMAGE BASED TEXT. EVER.

YES3 Best Cooking Apps

NO3 Cooking Apps That Will Help You Make Rockin’ Pad Thai

SHORT HEADLINES

Title: 60 CharactersDescription: 115 Characters

H/T @mikearneson

SAME FOR METADATA

PIXELS INSTEAD OFCHARACTERS FOR TEXT

BE SMART. BE BRIEF. BUT DON’T WORRY ABOUT THE “FOLD”

Long Copy

Infinite Scroll

ATTEMPT TO PRESENT ALL RELEVANT INFORMATION SIMULTANEOUSLY:

HINT AT CONTENT OUTSIDE THE SCREEN

MOCK UP CONTENT

2 COLUMNS, BETTER THAN 3

Social Media

IM Apps

Content Placement

LEVERAGE APPS AS PLATFORMS

THANK YOU!

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