University of Michigan

Mobile Website Development:

Best Practices and Common Mistakes

Jeanne Gosselin Senior Consultant

Paskill Stapleton & Lord

University of Michigan

website Mobile Website Development

the situation

• 300 million smartphones and counting • Information anywhere and anytime • Meeting user expectations

University of Michigan

website Mobile Website Development

who is mobile

• All prospective student demographics • Parents • Alumni and friends • Sports enthusiasts

University of Michigan

website Mobile Website Development

Wall Street Journal 2010 • 83% of teens use phone for “advanced data” • 51% of adults use phone for same reasons

Pew internet American Life Project 2011 • 87% of smartphone users are accessing the internet on phone

• 68% go online every day using smartphone

mobile data

University of Michigan

website Mobile Website Development

mobile colleges

81% not mobile yet • more than 1/2 plan to in the next year

• 15% have no plans to go mobile

University of Michigan

website Mobile Website Development

mobile audiences

•  29% Prospective students •  35% Current students, faculty and sports enthusiasts •  13% Alumni donors and friends

University of Michigan

website Mobile Website Development

mobile people

Current and prospective students:

If the college had a mobile site, would use use it more than once a day?

University of Michigan

website Mobile Website Development

mobile use: the prospect

• Admissions visits

• Admissions requirements

• Request information

• Programs and majors

• Locations and delivery methods

• Parking & directions

University of Michigan

website Mobile Website Development

mobile use: current students

• facility use; dates and times • course & scheduling information • directories • video

• severe weather information

University of Michigan

website Mobile Website Development

• 30 - 40 pages depending on size of institution • drill down, not across • touch technology

mobile size

University of Michigan

website Mobile Website Development

mobile architecture

• content specific user paths • based on research not desktop site

University of Michigan

website Mobile Website Development

University of Michigan

website Mobile Website Development

University of Michigan

website Mobile Website Development

University of Michigan

website Mobile Website Development

mobile content

•  readable •  allow for drill down selections •  scalable (growth)

University of Michigan

website Mobile Website Development

mobile design

• brand specific • lead with audiences • keep it simple • minimal use of copy and images

University of Michigan

website Mobile Website Development

University of Michigan

website Mobile Website Development

University of Michigan

website Mobile Website Development

University of Michigan

website Mobile Website Development

University of Michigan

website Mobile Website Development

mobile marketing

• what your users want on the go •  limited engagement •  utilize QR codes • brand the experience

THANK YOU Jeanne Gosselin Senior Consultant jgosselin@psandl.com 413.739.5289

Janet Sieff Business Development janet@psandl.com 412.904.3133