CONTENT STRATEGY FOR MOBILE PDF
yup, even the desktop. When we talk about content strategy for mobile, we're also .. mobile devices (resourceone.info; PDF). They're not all looking for . When we talk about content strategy for mobile, we're also not talking about not being built with a CMS: resourceone.info; PDF.) You decide that you. Nov 5, Add. You don't get to decide which platform or device your customers use to access your content: they do. Mobile isn't just smartphones, and it.
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Content Strategy for Mobile [Karen McGrane] on resourceone.info *FREE* shipping on qualifying offers. ISBN: Paperback: pages You don't. Content Strategy for Mobile book. Read 48 reviews from the world's largest community for readers. You don't get to decide which platform or device your c. Brief books for people who make websites8 No. Karen McGrane cONTENT sTRATEGY FOR MOBILE Foreword by Paul For.
At the Field Level Many times, we encode structural information merely through styling. Data like author names or movie titles or calendar dates get pasted into the body of the text, perhaps formatted in bold or italics.
If that metadata were called out separately—stored in a unique field in the database, or marked up with semantic tags that describe what the content means—rather than just how it should be styled —it would be more useful and more actionable.
In the late s, TV Guide was the most popular magazine in America. They might have patted themselves on the back, secure in their position as the most successful magazine publisher. They split the company in two: one division to manage the magazine brand and another division that owned the database of program content.
Creating a database for their content gave it more value. Entering show titles and genres as separate fields in the database gave them valuable metadata—they could search and filter on those categories in a way that would be impossible in print.
The show titles and categories in Figure 3. TV Guide even asked their writers to develop three different summaries for each program, which gave them more flexibility in where that content could live in the future.
One dollar! All the value in that company was contained in the structured content assets held in their database. At the Page Level Structural information also gets encoded through layout. When news editors want to communicate to readers which stories they think are most important, they make decisions about the layout of homepages and section fronts, making some stories more visible and others less prominent.
A glance at any newspaper front page will give you a sense of the visual cues at our disposal: placement of the story; column inches devoted to the story; headline type size; use of bold, italics, or all caps; number of subheads; and the size of the images.
Web editors, constrained by the templating system baked into their CMS, have fewer controls available—often, they encode the importance of the story solely through its placement on the page, and the style sheet takes care of choices about typography and sizing. Defining structure and priority through visual styles and positioning works great when—say it with me now—you expect your content to live on one and only one platform.
What happens to all that valuable editorial decision making when the layout of the homepage changes? When editors rearrange their homepage, all that data, all that insight is lost. The judgement about the importance of a given story was attached to the layout of the homepage, not to the story itself. Update the page layout, lose the editorial perspective. The Guardian recognized that all the valuable editorial judgement that went into laying out the print edition was being lost on other platforms.
How could they preserve that so it could inform the iPad version? Robots to the rescue! The iPad version uses that data to make its own decisions about where to place articles within the app. The Guardian developed an algorithm to read the print homepage and turn its layout into metadata that the iPad uses to automatically generate its own layout, shown in Figure 3.
Rather, you should think about how best to encode your content with meaning, rather than just styling. That brings us to the fourth aspect of adaptive content, meaningful metadata. When the conversation at a cocktail party inevitably turns to metadata frameworks, semantic markup, and the pros and cons of various flavors of XML standards, my eyes start to wander over to the bar.
Instead, I want to reassure you: everyone, even people who live and breathe this stuff, can sometimes feel a bit out of their league when metadata comes up. More people—business owners, content creators, and production managers—need to wrap their heads around the benefits of having more and better metadata attached to their content.
I think people are put off because we tend to jump right into discussing how to create and deploy metadata before explaining why. Because those fields and tags represent metadata—they provide more information about what the content is and how it can be used.
Because having that information makes the content more flexible—and thus more valuable—in the future. Metadata is the foundation that allows you to achieve many of the other goals of adaptive content. We communicate the priority, hierarchy, and value of content to the reader by the weight and size of typography, or the layout and placement on the page.
Instead, we need to develop ways to encode that meaning in our content—through metadata that tells us what the content means, not just how it should look. This is the whole reason we invented robots! Content with baked-in semantic markup makes it faster, easier, and cheaper to bring new content products to market.
A Book Apart
This is user experience Usability is evaluated on the overall workflow, not for individual screens. A particular form might be easy to fill out, but cumbersome when viewed in the context of the overall process.
Organizations recognize that content management is bigger than just the CMS. The tool is there to facilitate and manage human processes and tasks, some of which by definition happen outside the system. Fortunately, we have all kinds of techniques from the world of user experience design to help us create a more usable CMS. We wanted to make the workflow simpler so we put all the fields on one screen! Field labels appear to have been assigned by a random word generator.
Inconsistent labeling from screen to screen suggests they were assigned by someone with amnesia. Creating or editing a single piece of content forces content creators to bounce from screen to screen, a process requiring patience, attention to detail, and intestinal fortitude. As a result, content creators complain about the CMS. They refuse to fill out more than the absolute bare minimum of fields, even though creating additional content chunks would make the content more flexible and more reusable.
They demand a single blob of a field, into which they can dump anything they want—text, images, tables, Flash files—and then format and style them any way they want using a WYSIWYG toolbar. The answer is that we need to improve the author experience in the CMS. Content modeling is the first step in this process.
Rather than accepting the default content model baked into the CMS, designers and developers need to question its utility. What are all those fields? Do they need to be there? Are they in the right place? Are they sequenced appropriately on the screen?
Coupled vs. Decoupled CMS The problems with publishing content to mobile and other platforms go deep—way down to the depths of the server. If you want to deliver a great experience to mobile users, your CMS has to support it.
This is because your CMS is designed to publish to the desktop Web. These systems are called coupled CMSs. Storing content in a defined data model. Displaying content in the presentation layer. Publishing and delivering the content to the user.
Decoupled CMSs—typically larger enterprise platforms—handle these tasks with independent systems. By decoupling content authoring from content display, we make multi-channel publishing possible. If we want to be able to select which content chunks appear on a given platform, then we need a CMS that will support that.
When you click on that button, what does it show you? Why, the desktop Web site, of course! The fact that we can even offer a preview shows how tight the association is between content management and delivery. The content output is optimized for a particular display. The existence of the preview button reinforces the notion that the desktop Web site is the real Web site and mobile is a satellite, an afterthought. But from this point forward, assuming that a preview is merely the desktop Web site is wrong.
Offering a true preview in the future will require that we find a way to help content creators envision their content in many different settings. Desktop websites for financial services firms.
Given the economics of the publishing industry. In fact. But users want more than just transactional capabilities and location-based services. In March and April Who knew? Users insist on consuming content on the device most convenient for them. Visiting the desktop website. Fifteen percent of searches for finance and insurance content come from mobile devices http: Financial services More than any other industry.
A content strategy that limits access to a particular channel or device will simply alienate readers and send them to a competitor. Many mobile websites for banks and investment firms offer transactional access only for current customers.
The screens on our phones have moved beyond the BlackBerry. People read on their phones…a lot. They want information. Healthcare Health organizations especially seek to deliver content via mobile devices. Even if most users who visit a website for their bank or investment firm go directly to the login.
It should come as no surprise that health information was the top-growing content category on mobile in Bank of America prioritizes transactional functionality aimed at current customers. You have a responsibility to make that content available on mobile devices. As of March As of February That number is higher for older teens. Whether you have a public mission aimed at improving health and wellness. Marlboro fig 1. Universities Universities have rightly invested in building mobile websites and apps for their students.
Universities have invested in building mobile websites and apps aimed at current students. Campus maps. When this age group buys a new phone. For example. But by forcing users to go to the desktop site to find it. Desktop users definitely want this 1MB png of someone smiling at a salad.
The mobile website for Rensselaer Polytechnic Institute provides many resources and tools to help students and visitors navigate the campus. Guess what that replaces? While library hours. But what about prospective students? As you might imagine. Teens whose parents have a college education are also slightly more likely than other teens to have a smartphone. Over the course of a month. Flash intros. Farhad Manjoo of Slate. Now you can have the experience of not being able to get in to Per Se right on your phone!
One of the finest restaurants in the world has one of the worst mobile websites. Restaurant websites are justifiably mocked for being terrible.
Navigation that dances around the screen. Menus only available as PDFs. Auto-playing audio files. Along the way, he learned that mobile may just be the catalyst hungry diners need to prompt restaurants to design better websites: Small wonder: Would you like me to show you the insultingly simplified mobile site? If people want to do something on the internet, they will want to do it using their mobile device. Typed in a lengthy email on your BlackBerry while sitting at your desk, temporarily forgetting your keyboard exists?
Discovered that the process to book a ticket from your mobile was easier than using the desktop looking at you, Amtrak!
Have you noticed that the device you choose for a given activity does not necessarily imply your context of use? People use every device in every location, in every context. They use mobile handsets in restaurants and on the sofa. They use tablets with a focused determination in meetings and in a lazy Sunday morning haze in bed.
They use laptops with fat pipes of employer-provided connectivity and with a thin trickle of data siphoned through expensive hotel Wi-Fi. They use desktop workstations on the beach—okay, they really only use traditional desktop machines at desks. We have plenty of experience delivering content to a variety of screen resolutions. Why do we assume that mobile screens necessarily indicate a different context? In fact, all you really know is: The immobile context Users have always accessed our content from a variety of screen sizes and resolutions.
At that time, decisions about how best to present content were seen as design challenges, and developers sought to provide a good reading experience for users at all resolutions, discussing appropriate ways to adjust column widths and screen layouts as content reflowed from smaller to larger screens.
Why do we assume that mobile is any different? It has erased the digital divide. A mobile device is the internet for many people. The statistics about how mobile computing has changed human behavior often emphasize the developing world. Seventyfive percent of the population of India—approaching a billion people—has a mobile phone http: China now has more mobile internet users than there are people in the United States http: Of the ten million people in Egypt who access the mobile web, seventy percent of them are mobile only—they never use the desktop internet http: For billions of people in the developing world, mobile phones are the only way they will ever connect to the internet.
For many of us, those numbers seem positive and exciting, but remote. We may never have a need to communicate with our audience using SMS, because everyone we want to reach has access to the web, email, and chat. In developed nations, a large and growing minority of users are mobile only.
As of June , thirty-one percent of. As of April As more and more people acquire smartphones. As of July And for those who would argue that mobile mostly users can still access your website via desktop. Those numbers are growing: While some of those users may also have access to a computer at home or at work. But as of early A growing number of people who cannot afford to pay for both mobile phone and broadband internet access pick one device—the phone.
The latest personal computing revolution Before the personal computer put an IBM clone on every desk. Some of these people may still have access to the desktop web. For others. Though personal computers lacked the processing power of a mainframe. Among smartphone owners. Will the limitations of the smartphone deter them.
By For users with no home access to a desktop computer. And like the PC before it. For this growing population. Not likely. Groups that have traditionally been on the other side of the digital divide in basic internet access are using wireless connections to go online. And like the mainframe users of yore. Someone in your business is telling himself that mobile is a blip. Right now. Do people want to look it up? Do people need to search for it? DEC struggled in the early s to adapt its business away from its historically profitable line of minicomputers and toward a new line of microcomputers for personal use.
Do people want to read it. Do they need to fill it out. I wanted to lounge in the comfort of the United Club.
Are you a government institution? You have a civic responsibility to deliver your content to all your citizens. To reach all of these groups. A simple Google search should clear up this problem. Sure enough. Think of any piece of information people may want to access on the internet.
I felt it would be rude to abandon my friends to a similar fate outside. Are you an equal-opportunity employer? Which is mobile. United automatically redirects links from Google to its mobile website—without checking to see if the content is available on mobile.
Since we arrived at the airport a bit early. You need to bring it to where they are. This goes double for any organization that needs to reach people outside mainstream desktop users. Mobile redirects that break search—how is that ever a good user experience? I quickly found a link that seemed promising fig 1. When users search from a mobile device. I went and asked the representative at the desk. And honestly: An answer that should take me one tap from the Google search results should not require searching and tapping through several pages on both the mobile and the desktop sites.
Correct answer: I use this example to illustrate a common misconception about mobile devices: But because the mobile website redirects the URL. No room for anything else. The mobile experience…has a laser-like focus on what customers need and what Southwest does: Information seeking is a task Luke Wroblewski.
Only what matters most. Eighty-six percent of smartphone owners have used their phone in the previous month to look up information— whether to solve a problem. The mobile experience does not. It even includes information for parents looking to book travel for unaccompanied minors. The Southwest Airlines desktop website includes information about their baggage policies. Is your site littered with icons trying to get people to share your content? If your readers just get an error message when they tap on shared content.
Mobile is social Have you ever clicked on a link from Facebook or Twitter on your phone? How about a link someone sent you in an email? Of course you have. Sharing content with our friends and colleagues is one of the bedrock ways we communicate these days.
Based on what you know about the user. Can you guess the answer? At the South by Southwest Interactive conference in Would you like to visit the desktop version of the site? Businesses want to invest the least possible time and effort into mobile until they can demonstrate return on investment.
Designers believe they can guess what subset of information or functionality users want. Microsoft Office tried this strategy in the late s. Sound like any desktop websites you know? In response. They were a failure. Office 97 offered many new features and enhancements. Personalized menus in Office 97 attempted to prioritize only the options Microsoft thought users wanted. Even armed with real data. Although Microsoft had good data and a powerful algorithm to help determine which items should be presented first.
Cofounder of CloudFour. Only much worse. Context is the future! People found it more frustrating to go through a two-stage process.
Developing a Mobile PDF Strategy
As Jason Grigsby. And they still made mistakes. Now imagine that instead of clicking a chevron at the bottom of the menu to expand it. They might not be backed up by any research at all.
Personalized menus violated one of the core principles of usable design: Even if you do have analytics data about which content people are looking for on mobile. In the future. If we want objective and accurate data about how people engage with mobile devices. They do. Your content strategy for mobile should not be to develop a satellite to your desktop site. If your vision for mobile is designing for context.
To get there. Only then will we be able to get real facts and glean meaningful insights about what people want. Contextual research. Until then.
Content Strategy for Mobile
Freaking out? There is a way. Unless you have that. And even if you do have that—given the crappy experiences most users get on mobile today.
You should aim for content parity between your desktop and your mobile experiences—maybe not exactly the same content presented exactly the same way. Any conversation about mobile seems to focus on these debates: What about building apps on other platforms, like Windows? From a design and development perspective, the answer to these questions is: There are good arguments in favor of each of these options. Speed, gestures, polish, discoverability, search, sharing, accessibility—all these and more come into play.
There are plenty of pundits out there willing to argue with you late into the night about which approach is best. The answer to these questions—at least as far as your content is concerned—is: Chances are, you will need to get your content onto the mobile web responsive or no and into native apps designed for iPhones, iPads, Android phones and tablets, Windows, and BlackBerry.
Which, like the web before it, is content strategy: Our first-order problem is to develop processes and infrastructure to get your content into a format that your user can view on whichever platform they choose. What will your workflow be for managing content across platforms? Can you live up to the demands of regular multi-channel publishing, keeping everything in sync? Whether you want a mobile website, a native app, or both, designing and developing for that platform will be easier if you have a content strategy in place.
Mobile designers and developers responded swiftly to argue that creating a separate mobile website is a bad idea http: According to Josh Clark, author of Tapworthy: Designing Great iPhone Apps, suggesting that a. The solution being a mobile site implies two falsehoods: Your content is a constantly evolving body of assets that must be maintained, and the same users will be accessing your content in various ways.
News flash: Separate processes. Out-of-sync updates. Wasted effort. The reason a separate mobile website is dangerous is that, in general, you want to avoid creating multiple versions of your website. Avoiding this problem is tricky, even with sophisticated content management systems.
Want to add a new page? Edit a description? Fix a typo? Jakob Nielsen makes this assumption when asked about the dangers of forking your content http: Double your workload. Good for you! Except for the nightmare part. Cut features. You decide that you want to join the twenty-first century by creating a mobile website.
So of course. From a maintenance perspective. Cut features! Cut content! You might think creating distinct content is actually an advantage.
And even if—especially if—you want to publish exactly the same content to both places. You must code two completely different sets of pages: Ask your CMS to display similar-but-not-the-same content in different templates according to a set of business rules.
I would assume that most industrial-scale sites would be generated from a single back-end product database and content management system. In a Web CMS. If you have a large-scale enterprise CMS. Most websites simply don't have a content management backend that will support populating different design templates with different content. The fact that the CMS works this way is no mere implementation detail.
Content assets like text fields. If you have a coupled CMS that can only handle publishing to one set of templates. In other words. The decision on whether to develop a responsive site or to maintain different templates for desktop. Multi-theme management Now. Responsive design to the rescue? Responsive design is often held up as a solution that saves you from having to maintain multiple separate codebases for your front-end code.
So if you plan to deliver less content to your mobile user. But responsive design is just one tactic that may help solve this problem. Responsive design is also an approach that saves you from forking your content.
Other content elements. Put the effort in to developing one set of code that will adapt to different screen sizes and progressively enhance for different device capabilities.
These CMSs still like to publish the same content on both sites. There are good reasons for both approaches—often rooted in the specifics of how your CMS functions—and what works for one organization may not work for another.
Way cooler. He loves it so much. He gives his team a mandate: Whether you choose to employ a responsive design or opt to develop separate templates for different screen sizes. Excited about the possibilities.
The digital team started brainstorming how their native iPad app should look and work. He imagines the tablet will be a great sales tool—more intimate than a presentation given in a dark conference room by the light of the projector and less awkward than having prospective clients huddle around a laptop. Seventy-eight percent of enterprises surveyed by Model Metrics say they plan to deploy tablets by the end of He loves his new toy.
How will we keep the website and the iPad app in sync? Had you visited the mobile website on the very same day. Creating new videos and graphics will be expensive. Looking at the disparity between these two sites.
Or maybe not. You might have been enticed to buy a spring raincoat.
Will we need to migrate a chunk of the content to live in the app? What will be the process to publish content from the CMS to the iPad app? Fig 2. Too bad someone forgot to tell those poor shivering kids over on the mobile site. Their process and workflow is simplified. American Eagle pulls this off by not forking their content. Looking at this problem across an entire industry. Or maybe their version of Colin is just way more on the ball.
More work in your workflow Since Instead of updating the new homepage graphic in one place and having it automatically publish to everywhere it needs to go. They maintain one set of content—they use the same homepage image everywhere. As such they lack many of the benefits you might expect from a truly digital property: This means they can communicate one consistent message across the desktop. These iPad editions are not so much a digital magazine as a giant PDF of the print edition.
Even though they have processes that encourage this kind of inconsistency. Existing art and production staffers have doubled—no. American Eagle pulls off a hat trick: In the U. Can you imagine being the beleaguered Glamour magazine staffer who has to stay up nights and work weekends after the print magazine has gone to bed.
You could drive to the store and buy the print magazine in less time http: Yet in November Copy and paste some of the text to quote on your blog? Scott Dadich. The root of the problem is in our internal processes. Paying attention to this is the very essence of content strategy. Any arguments about whether to deliver less content or different content to the mobile users need to consider the effort required to manage and maintain that content.
We need adaptive content. The challenge will be supporting a multi-channel editorial workflow. To avoid the problem of content forking we need a new approach to publishing content to multiple devices.
Whether we want to deliver exactly the same content to everyone, or prioritize and feature content differently on different platforms, we have a process that helps us do that without wasted effort. That future is adaptive content. Adaptive content is content that is flexible, so it can adapt to different screen sizes, and can be presented in different formats as appropriate for the device. Adaptive content has structure and metadata attached to it, which helps it figure out what to do when it winds up on all those different platforms and devices.
Adaptive content is composed of these five elements: Understanding adaptive content is super important to developing your content strategy for mobile. The mobile browser is no longer the sole destination of the hyperlink.
Stuff opens inside of Twitter, Facebook, etc. Content is being plucked and refitted everywhere. Take a look at most modern Twitter clients: This is one step beyond responsive design and form factors of devices. It is content reduced down to its essence then custom-tailored.
Noz Urbina from Mekon, Ltd. What happens when your cooktop functions like a giant iPad? Manufacturers are already making noise on the internet about data-enabling various household devices, and how resistant they will be to extremes of temperature and shock.
Will your content be ready to go there? What would it look like if you thought of your content as a service that could be accessed by a variety of different platforms, rather than as a substance that lives in a particular location? As a result, they have a clean base of well-structured content that they can display on many platforms.
A book review that includes a headline, teaser content, body copy, audio, multiple images, topic categorization, and book metadata can be displayed on a wide variety of. Multiple content structures NPR writes a summary for each piece. While other publications might think they could just rely on the first sentence or two of the article to serve as a teaser.
Each platform can choose which content objects it wants to display. The NPR. NPR takes the time to write a custom summary.
Fig 3. These examples from NPR illustrate two key aspects of adaptive content: You could write shorter and longer versions. Each platform can choose the right mix of content objects—teasers. Whether the platform is more text-focused like a website or more audio-focused like a player each content package can be displayed for maximum effect.
While NPR only creates one headline for each story. Note that the audio player functionality looks and works differently in this version than on the main NPR. The order. This is possible because NPR focuses on creating structured content independent of visual presentation. It shows the headline. NPR has the ability to make the same story look and function differently on each platform.
They can tailor the design to create the best experience for that platform. The use of images is different. The typography is different. The audio player is different.
Even though each platform draws from the exact same content package.
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Getting there means you need to create content that embodies the five key elements of adaptive content: They also create content for maximum flexibility. You can. They also display their audio file in a completely different presentation. WBUR in Boston shows the same headline and body text.
Chapter 3: Adaptive Content
How do they do it? How does this magic happen? And is it something you can do in your organization.
The NPR mobile app shows the same story and content elements. While many things need to change before organizations can start creating reusable content. The presentation is inspiring to watch and the book is a great resource for anyone working with content. Feb 08, Steffan rated it really liked it Shelves: Learned a lot here about the thinking behind building adaptive content structures. This book is a necessary companion to anyone building large scale responsive web sites. Dec 31, Joe rated it it was amazing.
Karen McGrane is one of my favorite people. Jan 01, Adrian rated it really liked it. Great meditation on the challenges of multi-platform content production. Really actionable advice - looking forward to seeing how practical the proposed approach is. Jan 02, Bob Mabbitt rated it it was amazing. Not even kidding when I say this book should be considered for our campus' "Common Read" selection next year. Oct 03, Lauren Golembiewski added it.
Extremely valuable book! Jul 09, Meredith rated it it was amazing Shelves: Highly recommend this book for communicators. Aug 25, Kris rated it it was amazing Shelves: There's only good writing. You should think about how to improve the quality of all your text. Once you've done so, there's no need to change the substance or the style to make it more appropriate for mobile. Knowing someone's location doesn't tell you anyt "Don't waste money on advertising if you don't have a mobile website to back it up.
Knowing someone's location doesn't tell you anything about her goals. You can't make assumptions about what the user wants to do simply because she has a smaller screen. In fact, all you really know is: It's called forking, and it's a forking nightmare from a maintenance perspective.
What's the secret to this flexibility? Why, it's having more structure! Adaptive content has structure and metadata attached to it, which helps it figure out what to do when it winds up on the all those different platforms and devices. Ruthlessly delete unnecessary words. Make them actionable and fill them with trigger words - words that users themselves would say if asked to describe what you're looking for. Put the main idea and important keywords in the first sentence. If additional ideas are presented in a single paragraph, users are likely to skip over them.
Jan 26, Dan rated it really liked it Shelves: This book focuses on the processes and organization behind putting together a website that is fully cross-platform, optimized for both desktop and mobile.
While it doesn't always seem like it should be a lot of effort, this book goes into how some of the best practices can require some changes in the workflow of organizations compared to what they do now. Though the book doesn't focus on the type of content we have at Goodreads, there are a lot of similarities, and there are certainly lessons we This book focuses on the processes and organization behind putting together a website that is fully cross-platform, optimized for both desktop and mobile.
Though the book doesn't focus on the type of content we have at Goodreads, there are a lot of similarities, and there are certainly lessons we can take from this book to apply going forward. There's not much technical content, but that makes this book have a wider appeal: Recommended for anyone working on a website that supports both desktop and mobile which is everyone working on a website Mar 05, Annie rated it really liked it Shelves: Of all the books from the A Book Apart series I've read so far that's eight of them , I found that the ones about content strategy are the hardest to read.
It usually takes me double the time to finish them. I suspect it's a personal thing. Maybe it's because I haven't had the chance to work on a project that involves content strategy and I'm not that invested in it. This one, however, was the most informative. It made it clear that content strategy is very important and that adaptive content is Of all the books from the A Book Apart series I've read so far that's eight of them , I found that the ones about content strategy are the hardest to read.
It made it clear that content strategy is very important and that adaptive content is what we should aim for. The examples made me think of my usually bad user experience with browsing websites on mobile. Recommended for anyone who wants to make websites with better user experience across all the devices. Jan 12, Petr Stedry rated it it was ok. Maybe I was expecting something else, maybe it was the author's style.
All combined this would be useful for people 5 years ago when the book was originally published that have very limited insight into or experience with information architecture or with writing content.
I imagine people in the marketing department of a big US corporation trying to decide if they should have a mobile website. Definitely not very useful for me in My rating of this book is based on the number of highli Maybe I was expecting something else, maybe it was the author's style. My rating of this book is based on the number of highlights I made while reading this book and the perceived magnitude of impact the information from this book has or would likely have on my behavior.
Jul 22, Marcel Kalveram rated it really liked it. I read this recently on a quest to finish all the ABA books. I've always loved this series of books but in recent years failed to keep up with the speed with which they release new stuff. It's quite funny to read about the paradigms and ideas that were around 4 years ago and seeing that nowadays most of these have become common sense.Segments all share information about topics.
There are good arguments in favor of each of these options. But from this point forward, assuming that a preview is merely the desktop Web site is wrong. It can be okay… as a temporary solution. In the future.