Randstad TechnologiesOptimizing your website for mobile:the do’s, don’t’s and gotchas

Presented to:

May 16, 2014

today’s presenter: Robert Hubley

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Robert HubleySolutions Director

As the Solutions Director for Randstad Technologies, Rob Hubley brings over 14 years of consulting experience in web, mobile and application development.

Over the years, Rob has worked with clients large and small, across a variety of industries including software, telecomm/cable, retail, industrial and manufacturing. To Rob, the most rewarding part of his role is the chance to understand the challenges his clients are experiencing and figuring out the best mix of technology, creativity and marketing to help them reach their goals.

Why optimize for mobility

Define your approach

Mistakes made when designing for mobile

Best practices for developing a mobile website

Top challenges facing marketers with mobile

agenda

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Randstad Global Overview• $22.5 billion in global revenue

• 2nd largest HR services firm globally

• 4,500+ offices in 43 countries

• 100,000+ employees & 700,000 contractors

Randstad Technologies• 25+ years experience

• Delivers technology services across recruiting, consulting, projects and outsourcing

• 70+ offices in the US with 3 delivery centers

Differentiators• Best choice for flexible delivery of talent and solutions

• Measurable service excellence for client delivery and consultant retention

• Industry recognized thought leadership & innovation

 

Randstad overview

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Enterprise mobile and web solutions10-year track record successfully designing & building end-2-end web and mobile solutions for blue-chip clients

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Sourcing OptionDomain expertise

Cost-effective rural sourcing solutions

Agile development methodology

Variety of platforms & frameworks

• Mobility Strategy & Architecture

• Mobile Design & Development

• Cross-Platform Development

• Captive development centers in Mechanicsburg, PA; Frisco, TX and Alpharetta, GA

• Allows for 24 hour web and mobile development teams

• Scrum and Kanban

• Senior team leads are certified Agile Scrum Masters

• Quality Assurance

• Release Management & Application Maintenance

• Data/API Engineering & Integration

• Mobile Web/ HTML5

• Android

• iPhone/iPad

• Blackberry

• Sencha Touch

• jQmobi, jQTouch, jQuery Mobile

• Appcelerator/Titanium

• Google Web Toolkits

why optimize for mobility

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What does this mean for your business?

• How does your site look in a mobile browser?

• Is all of the relevant information still prominent?

• Are all of the key areas for your business goals easily accessed?

• How quickly does the site load?

• Does it load at all?

mobile usage

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• 51% of mobile traffic is sent from mobile video [Source: Cisco]

• 31% of adults own a tablet device [Source: Pew Research Center]

• 23% of Americans now get news on a combination of at least 2 devices

[Source: Pew Research Center]

[Source: Pew Research Center]

mobile commerce

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mobile payments

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define your approach

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Come up with clear goals and a phased strategyfor moving into the mobile space

• Mobile-Optimized Content

• Mobile Website

• Responsive Design

there are 3 main approaches to consider

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• Specific content, pages or forms are mobile-optimized

• This content is meant to be accessed via mobile

Examples:donation form, sign-up

pageor content that is mobileoptimized by default

mobile-optimized content

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• Separate site, optimized for mobile

• Could be a full site, or with reduced content

• Often linked to main website

Examples:Mini-site with basic

information and key actions, campaign/ program/event website or full mobile website

mobile website

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• One site that changes layout depending on the size of the browser/device

• Looks good on all devices

• Same content on all devices

responsive design

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Mobile Website• More control over look and functionality

• Reduced content is easier to digest

• Easy to create when starting with existing desktop site

• Can pull content from main site

Responsive Design • One website and theme to maintain

• One place to update content

• Easiest to include when building a new website

mobile website vs. responsive design

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common mistakes when designing for mobile

Not accounting for device width• Understand the maximum width that elements on a page ought to

have

• Have the ability to format an entire HTML document to account for various screen sizes

Making users fill out long forms• It’s annoying for users and even more tedious on a mobile screen

• Focus on building simple forms that do not ask much from the users

Not reconsidering content• Transferring content from the “big-screen” has come to involve its own

strategy

• Space and focus constraints are far more significant than those on computers

common mistakes when designing for mobile

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Forgetting the size and limitations of a finger• With a computer use precise mouse clicks; a

mobile user has the precision of a finger

• Apple has implemented 44 pixels standard across its products

Long page-load times• Heavy image files have been a problem from the

beginning in web design

• Consider the limited capabilities of some devices

Not taking advantage of CSS3 and HTML5 capabilities• Mobile browsers give us a lot more freedom

than desktop browsers

• The <canvas> element in HTML5 can reduce the need for images

• New CSS3 properties provides basic styles like gradients and rounded corners

additional mistakes made when designing for mobile

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best practices for developing a mobile website

keep one thing in mind…the person viewing your site is mobile!

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What a mobile visitor IS looking for:

• Directions to your office

• A click-to-call phone number

• Map of your locations

What a mobile visitor IS NOTlooking for:

• Lengthy staff bios

• Information about your corporate philosophy

• PDFs of your latest press releases

What people “on-the-go” are looking for?

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Simplicity is key• General layout of your website should be easy to understand and

navigate

• Appealing to your user’s eye

• Eliminate unnecessary details, images and buttons

Keep your target audience in mind• Do not have too much space on the mobile device’s display screen

• Easy access to the most important functions

o Tapping or clicking to purchase your product

o Calling support

o Contacting you and giving feedback

Use Touch-Responsive buttons• Design your website buttons to respond to a light touch or tap

• Avoid the hover feature

best practice tips for building mobile sites

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Make the website readable• The content of your mobile website must be clear and concise

• Give just the required information

Minimize loading time of your website • Removing all unnecessary elements from your pages

Avoid Flash and Java• Apple products do not support Flash they have no intention to do so in

the future

• iPhones represent about 30% of the smartphone market – your audience may not be able to access your content

• Many phones do not support Java and using Java can be a huge drag on load time

Test, test and test again your mobile website!!!

best practice tips for building mobile sites

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top challenges facing marketers with mobile

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• Mobile site or mobile app?

• Mobile content delivery

• Understanding how your customers consume content

top challenges facing marketers with mobile

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• Native apps versus mobile web – it is still a hot debate, regardless of the fact that it’s been going on for a good couple of years at this point.

• It isn’t just about choosing native apps or choosing mobile web – it is also looking at who your customers are and what devices they use.

• The basic question any business owner needs to ask is “Do I need an app at all?”

• I think the answer lies in the way(s) that your clients use your services and buy your products.

mobile site or mobile app?

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• Will your native mobile app take advantage of smart phone functionality?

• Is personalization important?

• Do you have complex design and UI?

• Do you have a limited budget?

• Are you trying to monetize content and encourage purchasing?

• Is SEO an important consideration?

• Will you have difficulty getting App Store approval?

• Are you sending and receiving massive amounts of data?

• Do you plan to make frequent updates?

• Are you trying to create something that is universally accessible?

responsive design vs. mobile app?Ask these questions first

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• Order Facilitation

• Web Conferencing

• Task Automation

innovative B2B brands and their mobile channels

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• When creating your mobile presence, simpler is better

• Reduce the content and file size

• Limit the amount of typing your customer is required to perform

• Take advantage of smartphone capabilities - add click to talk numbers and location finders

• Test (and test again!) your mobile website

final thoughtsfollow these steps and you will be primed for mobile web success!

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Robert HubleySolutions Director, Technology Management Services

Randstad Technologies1700 Market StreetSuite 1500Philadelphia, PA 19103

M: 215.380.6161E: robert.hubley@randstadusa.com

thank you

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