Note: this was a two part post and so apropos that we’re reposting now, on the eve of our releasing Reading Virtual Minds Volume II: Experience and Expectation, don’t you think?
Nothing New Under the Sun: Designing for the Small Screen, Part 1
I read an interesting post on Andy Beal’s Marketing Pilgrim blog. The post, by Janet Driscoll Miller, was iPhone May Present New Mobile Design Challenges. It was interesting because it was yet another example of Nothing New Under the Sun.
I commented on the blog, “This reminds me of an early consulting project I was on. We saw from the client’s web data that people were browsing their site using these odd sized, small screens. It was their browsing patterns that explained what was going on. We decided to create an all-text site to accommodate them and business went up. This was years ago, though. Nothing new under the sun, yes?”
Here I’ll share a little more on this. It’s a fond memory and, at the time, it was a nice piece of research.
NextStage’s first client was a B2B specializing in warehousing technologies. They noticed a decrease in online sales even though their web traffic was increasing and asked me to figure it out. Their focus was on bandwidth, page load times, things like that, and were ready to do a major overhaul of their website to make it “friendlier”.
Okay, I thought. But friendlier to whom?
We attached our tracking tools to their website and noticed two fascinating features of the increased traffic; the browser window sizes were small and oddly shaped. That was interesting and the kicker was something (and I’ll admit to some vanity here) that (I think) only NextStage’s Evolution Technology could determine; the patterns in the page navigations.
It was the patterns which revealed the mystery of increased traffic and decreased sales. Visitors would navigate busily then stop for a period, navigate busily then stop for a period, navigate busily then stop for a period. They never closed the browser window. They might keep it open for hours at a time. But during these hour long visits they would navigate busily then stop, navigate busily then stop.
These odd navigation patterns did end up with online orders but only of specific items. Usually items located at the top of the client’s webpages.
Nothing New Under the Sun: Designing for the Small Screen, part 2
I commented on the blog, “This reminds me of an early consulting project I was on. We saw from the client’s web data that people were browsing their site using these odd sized, small screens. It was their browsing patterns that explained what was going on. We decided to create an all-text site to accommodate them and business went up. This was years ago, though. Nothing new under the sun, yes?” and am sharing more of this story in this arc. Part 1 described the problem and provided pointers to the solution. Here I share the solution itself.
As I wrote in the previous post, it’s a fond memory and, at the time, it was a nice piece of research.
This was a case of listening to the silences rather than the sounds. The pauses in navigation were extremely regular, too regular and over too long a period of time, to be un-noteworthy. Also, the pauses had different periods depending on the visitor but were consistent time-wise by visitor; a visitor might have consistent pauses of three seconds and another perhaps of five, but the three-second visitor always had three second pauses, the five-second visitor always had pauses of five seconds.
Was there variance? Yes, a little. That was a clue. The variance was organic (by which I mean “biologic”) in nature, not inorganic (by which I mean “machine-based”). More correctly, the variance was biomechanical, not automated.
I thought about biomechanical mechanisms that follow pause-activity, pause-activity natures and realized I was observing cursorial tracking behavior. Humans, like wolves, are cursorial hunters. We use to jog after our prey and follow them. These evolutionary roots remain with us and even manifest themselves in screen navigation patterns.
Here I was witnessing people following prey, stopping to gather their kill, following prey, stopping to gather their kill, … But I also knew nobody was navigating a website while killing that night’s dinner.
What could my client’s clients be doing that mimicked that behavior?
Because I worked in warehouses to support myself in high school and college I quickly came up with the answer; my client’s clients were walking through their warehouse, stopping at each rack and checking inventory. The small and oddly shaped screen sizes were due to the end clients’ realizing they needed to reorder something and coming to my client’s website while the end client was checking inventory, carrying a handheld.
Why were only the top items on a given webpage being ordered? Because navigating a regular webpage much further was too much trouble.
Easy solution; offer a text only page for customers coming in through handhelds.
Yes, NextStage’s client was thrilled. Their online sales increased dramatically, all the good stuff.
For me, though, it was the detective work, the research, that made it worthwhile.