tag:econsultancy.com,2008:/topics/mobile Latest Mobile content from Econsultancy 2017-02-16T01:00:00+00:00 tag:econsultancy.com,2008:Report/4413 2017-02-16T01:00:00+00:00 2017-02-16T01:00:00+00:00 Understanding the Customer Journey in Asia Pacific <p>Businesses across the world are on an agressive path towards making their businesses more customer-centric through better understanding of the customer journey, and making the overall customer experience as postitive as possible.</p> <p>Having the ability to build a joined-up view of all customer interactions and experiences, across every channel and touchpoint, is still held by many as the silver bullet of marketing success.</p> <p>The<strong> Understanding the Customer Journey in Asia Pacific</strong> report, produced in association with <a title="Emarsys" href="https://www.emarsys.com/">Emarsys</a>, explores what APAC companies are doing to map journeys and improve the overall customer experience across an array of different touchpoints.</p> <p>The research is based on a survey of almost 1,000 digital marketers and ecommerce professionals in Asia Pacific, carried out between August and October 2016.</p> <h2>Key findings from the report </h2> <ul> <li>Desktop is regarded as the most important channel for understanding the customer journey but mobile comes out on top as combined first and second choice for three-quarters of respondents.</li> <li>Companies say they lack the systems (79%), data (74%) and analysis skills (68%) to effectively map the mobile customer journey.</li> <li>Two-thirds of companies rely on email data to inform their understanding of the customer journey.</li> </ul> tag:econsultancy.com,2008:Report/4395 2017-02-06T10:00:00+00:00 2017-02-06T10:00:00+00:00 Healthcare and Pharmaceuticals Internet Statistics Compendium <p>Econsultancy's <strong>Healthcare and Pharmaceuticals Internet Statistics Compendium</strong> is a comprehensive collection of the most recent healthcare and pharma statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media.</p> <p>The report will be <strong>updated twice a year</strong>.</p> <p>Like our main <a title="Internet Statistics Compendium" href="https://econsultancy.com/reports/internet-statistics-compendium">Internet Statistics Compendium</a>, this report has been collated from information available to the public, which we have aggregated together in one place to help you quickly find the healthcare and pharma internet statistics you need.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p>Areas covered in this report include:</p> <ul> <li>Digital healthcare market trends</li> <li>Consumer internet and mobile usage</li> <li>Digital health investment / funding</li> <li>Digital strategy</li> <li>Internet of Things (IoT) and wearables</li> <li>Online pharmacies</li> </ul> <p><strong>A free sample document is available for download.</strong></p> tag:econsultancy.com,2008:Report/4388 2017-02-02T14:00:00+00:00 2017-02-02T14:00:00+00:00 Digital Intelligence Briefing: 2017 Digital Trends <p>The <strong>2017 Digital Trends</strong> report, based on the seventh annual trends survey conducted by Econsultancy and <strong><a title="Adobe" href="http://www.adobe.com/marketing-cloud.html">Adobe</a></strong>, highlights the key digital trends, challenges and opportunities which marketers need to be aware of during 2017, covering topics ranging from customer experience and mobile to data-driven marketing and personalisation.</p> <p>The 2017 edition of this research also investigates how committed organisations are to digital transformation, which is intrinsically linked to creating a great customer experience.</p> <p>The report is based on a global survey of more than 14,000 marketers and ecommerce professionals carried out at the end of 2016.</p> <h3>The following sections are featured in the report:</h3> <ul> <li>The hard realities of digital transformation</li> <li>Looking back on 2016</li> <li>Priorities and budget plans for 2017</li> <li>Keeping up with customer expectations</li> <li>Building a digital culture</li> <li>Design-driven transformation</li> <li>Looking forward to the future</li> <li>Fit for the future: three key areas marketers should focus on</li> </ul> <h3> <strong>Findings</strong> include:</h3> <ul> <li>Over one fifth (22%) of client-side respondents ranked<strong> 'optimising the customer experience' </strong>as the single most exciting opportunity for the year ahead, slightly ahead of other areas such as 'creating compelling content for digital experiences' (16%) and 'data-driven marketing' (12%).</li> <li>The <strong>priorities</strong> that sit atop marketers’ lists are content marketing (29%), social media engagement (28%) and targeting and personalisation (25%).</li> <li> <strong>Design </strong>is considered the next level on the path to digital transformation, with 86% of survey respondents agreeing that design-driven companies outperform other businesses.</li> <li>While over four-fifths (82%) of survey respondents believe that <strong>creativity</strong> is highly valued within their organisations and around three-quarters (77%) are investing in design to differentiate their brand, just over two-fifths (44%) don’t think that they have the processes and collaborative workflows to achieve a design advantage.</li> <li>A key part of delivering differentiated customer experiences in the future will involve looking beyond mobile and focusing on <strong>the Internet of Things (IoT), augmented reality (AR) and virtual reality (VR)</strong>, channels which are regarded by survey respondents as exciting prospects over the coming years.</li> </ul> <p><strong>Econsultancy's Quarterly Digital Intelligence Briefings, sponsored by <a title="Adobe" href="http://www.adobe.com/marketing-cloud.html">Adobe</a>, look at some of the most important trends affecting the marketing landscape. </strong><strong>You can access the other reports in this series <a title="Econsultancy / Adobe Quarterly Digital Intelligence Briefings" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefing">here</a>.</strong></p> tag:econsultancy.com,2008:BlogPost/68764 2017-02-02T11:21:39+00:00 2017-02-02T11:21:39+00:00 10 thought-provoking quotes about mobile experiences Ben Davis <p>The essays cover the rise of mobile in general but also the implementation of mobile technology in the context of physical spaces and providing content to a broader audience. They are free to download, so I'd definitely recommend having a read one lunchtime, whether you work in the arts or not.</p> <p>Quite a few of the quotes come from Tom Grinsted at the Guardian, so a shout out to him. And to learn more on this topic, check out these Econsultancy resources:</p> <ul> <li><a href="https://econsultancy.com/training/courses/mobile-user-experience-mobile-marketing/">Mobile UX (User Experience) &amp; Marketing Training</a></li> <li><a href="https://www.econsultancy.com/reports/user-experience-and-interaction-design-for-mobile-and-web">User Experience and Interaction Design for Mobile and Web</a></li> </ul> <h3><strong>On changing habits</strong></h3> <p><strong>Tom Grinsted, Group Product Manager for Mobile and Devices at the Guardian:</strong></p> <p>"The shift to mobile is driven by habit. As an example, in Guardian mobile apps, peak consumption is now in the evening, between 9pm and midnight.</p> <p>"This is when people are often at home surrounded by devices—desktops, laptops, smart-TVs—that are all objectively better for content consumption than mobiles. But people reach for their phones because they’re habitualised to them."</p> <h3>On the demands of mobile UX</h3> <p><strong>Tom Grinsted, the Guardian:</strong></p> <p>"Consumers on smartphones are in many ways more demanding and less forgiving than those on other media. Phones are used in highly distracting environments, on connections with variable speeds and have unique interaction concerns." </p> <h3>On compatibility and future-proofing</h3> <p><strong>Iain Aitch, writer, discusses the Royal Opera House's development of responsive <a href="http://www.roh.org.uk/about/bp-big-screens/free-digital-programmes">HTML5 digital programmes</a> to allow remote fans to experience content based around performances:</strong></p> <p>"Sometimes it seems far better to look forward with technology, rather than struggle to create a legacy product. Drawing a line in the version sand means that users catch up with you, rather than you constantly having issues trying to support older devices."</p> <h3>On the limitations of mobile</h3> <p><strong>James Tetlow, Head of Digital Development, Royal Opera House, considers the leap from a shiny brochure to a mobile multimedia experience:</strong></p> <p>"We underestimated how difficult customers would find the mental model of a digital programme.” </p> <p><strong>Tom Grinsted, the Guardian: </strong></p> <p>"People in the future, just like those in the present and in the past, will always seek genuine, emotionally enriching experiences. Sometimes these will be facilitated by mobile technologies, but sometimes through the deliberate exclusion of them. </p> <p>"...Mobiles are intensely personal tools. But we should never lose sight of the fact that one tool is never appropriate for every job."</p> <h3>On the penetration of mobile</h3> <p><strong>Tom Grinsted, the Guardian:</strong></p> <p>"What some call ‘mobile first’ is in truth already ‘mobile majority’.</p> <p>"...being mobile-friendly, having content that is quick, usable, graceful and compelling on smartphones is not optional."</p> <h3>On mobile audiences</h3> <p><strong>James Tetlow, ROH:</strong></p> <p>"We went straight from [producing mobile functionality for our venue] to [thinking] international, but we skipped that ‘onion skin’ around us. I would definitely encourage anyone doing something like this to think about all the audiences and the different scales of audience.” </p> <h3>On the power of the consumer</h3> <p><strong>Tom Grinsted, the Guardian:</strong></p> <p>"...any predictions we make now will quickly be outdated. ...So, if we can’t predict the future with a high degree of accuracy, what can we do? We can look at trends and recent technical innovations. We can get inside the heads of users who ultimately decide what technology lives or dies.</p> <p>"We should not forget that it is people who are the final arbiters of consumer-level success—a lesson learned the hard way by the likes of Kodak and Blackberry."</p> <h3>On the rate of mobile adoption </h3> <p><strong>Tom Grinsted, the Guardian:</strong></p> <p>"To not be mobile in the digital world is fast becoming simply to not be." </p> <h3>On the future of mobile-phsyical interaction</h3> <p><strong>Tom Grinsted, the Guardian:</strong> </p> <p>"People will be much more likely to reach for their phones to facilitate physical / digital interactions to enhance or extend experiences through mobile. We see the beginning of this already. I use an app for my boarding pass at the airport and NFC (near-field communication) at London bus stops for travel information.</p> <p>"In galleries I quickly search for the subject of portraits and take photos in museums to share my emotional response to objects with friends and family."</p> tag:econsultancy.com,2008:BlogPost/68725 2017-01-23T15:05:47+00:00 2017-01-23T15:05:47+00:00 Pfizer lures consumers to text with Viagra discounts Patricio Robles <p>As FiercePharma's Beth Snyder Bulik <a href="http://www.fiercepharma.com/marketing/text-to-save-drugs-pfizer-s-latest-vaigra-ad-includes-text-promotion-for-discounts">describes</a>, "The ad opens with the now-familiar woman in a dark blue dress who asks, 'Guys, want to save 50% on a yearlong supply of Viagra for ED?' A mobile phone close-up then takes over the screen with the promotion and text keyword 'VSAVE,' and she explains in voice-over how to get the discount."</p> <p><img src="https://assets.econsultancy.com/images/resized/0008/3288/viagracommercial-blog-flyer.jpg" alt="" width="470" height="264"></p> <p>Before receiving the discount code, consumers must reply to a text message that opts them in to receiving multiple text messages from Pfizer every month.</p> <p>The opt-in also gives Pfizer the ability to collect additional information, such as names, phone numbers and birthdates. Consumers who opt in can opt out at any time via text.</p> <p>Obviously, to use the discount, consumers must have a valid prescription for Viagra from their doctor.</p> <h3>A smart investment?</h3> <p>Text messaging-based marketing programs like Pfizer's are common in the consumer marketing world, but as Bulik notes, the Viagra campaign "seems to be a first for a pharma company." It might not be the last, however. Indeed, there are a number of reasons why similar campaigns could be smart investments for pharma companies in 2017.</p> <p>First, pharma companies' <a href="https://econsultancy.com/blog/67747-pharma-marketers-should-use-storytelling-to-improve-the-industry-s-reputation/">reputational woes</a> are <a href="https://econsultancy.com/blog/68120-as-tv-ads-lose-their-sway-pharma-marketers-need-to-adapt/">reducing the sway of television ads</a>. While this will realistically require a multi-pronged response over the long term, an immediate tactic for making the most of television could be to develop campaigns that offer discounts in return for a meaningful exchange.</p> <p>Second, with <a href="https://econsultancy.com/blog/67227-ban-on-consumer-ads-could-make-pharma-s-digital-shortcomings-more-costly/">the specter of a ban on direct-to-consumer ads</a>, it behooves pharma companies to find ways to develop channels through which they can communicate directly with patients who use their drugs.</p> <p>Text messaging programs that are built off of discount offers are an especially practical means to do this, especially in light of the fact that pharma-owned and operated web properties have much lower usage than non-pharma owned and operated web properties, limiting pharma companies' ability to drive engagement through their websites.</p> <p>Finally, given the proliferation of generic drugs, anything pharma companies can do to establish direct relationships with patients who use their drugs might prove valuable in the future.</p> <p>While Viagra won't come off-patent in the US for several more years, Pfizer has struck deals that will see generics hitting the market this year, so having the ability to communicate with patients currently using Viagra could help the drug maker maintain the market for the brand name product.</p> tag:econsultancy.com,2008:Report/3008 2017-01-20T17:00:00+00:00 2017-01-20T17:00:00+00:00 Internet Statistics Compendium Econsultancy <p>Econsultancy’s <strong>Internet Statistics Compendium</strong> is a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media. </p> <p><strong>The compendium is available as 11 main reports (in addition to two sector-specific reports, B2B and Healthcare &amp; Pharma) across the following topics:</strong></p> <ul> <li><strong><a href="http://econsultancy.com/reports/advertising-media-statistics">Advertising</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/content-statistics">Content</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/customer-experience-statistics">Customer Experience</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/web-analytics-statistics">Data and Analytics</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/demographics-technology-adoption">Demographics and Technology Adoption</a></strong></li> <li><strong><a href="http://econsultancy.com/uk/reports/ecommerce-statistics">Ecommerce</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/email-ecrm-statistics">Email and eCRM</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/search-marketing-statistics">Search</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/social-media-statistics">Social</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/strategy-and-operations-statistics">Strategy and Operations</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet statistics and digital market research with data, facts, charts and figures. The reports have been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need - a huge time-saver for presentations and reports.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Those looking for sector-specific data should consult our <a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a> and <a title="Healthcare and Pharmaceuticals Internet Statistics Compendium" href="https://econsultancy.com/reports/healthcare-and-pharmaceuticals-internet-statistics-compendium/">Healthcare and Pharmaceuticals</a> reports.</strong></p> <p><strong>Regions covered in each document (where data is available) are:</strong></p> <ul> <li><strong>Global</strong></li> <li><strong>UK</strong></li> <li><strong>North America</strong></li> <li><strong>Asia</strong></li> <li><strong>Australia and New Zealand</strong></li> <li><strong>Europe</strong></li> <li><strong>Latin America</strong></li> <li><strong>MENA</strong></li> </ul> <p>A sample of the Internet Statistics Compendium is available for free, with various statistics included and a full table of contents, to show you what you're missing.</p> tag:econsultancy.com,2008:ConferenceEvent/849 2017-01-18T09:13:20+00:00 2017-01-18T09:13:20+00:00 Digital Outlook 2017 <h5>The best digital marketers never stop learning, listening and looking ahead.</h5> <p>Join us in this half day session to find out about the digital and marketing outlook and trends shaking up the industry, and how we can leverage on these insights to accelerate our competitive advantage and business growth.</p> <p>There will be 6 keynotes - all aiming to provide the audience with a 2017 outlook which will help inspire and sharpen business plans.</p> <p>&gt;&gt;&gt; <strong>Overview of the 2017 digital and marketing outlook</strong></p> <p>&gt;&gt;&gt; <strong>Trends and best practices</strong></p> <p>Hear from leading practitioners and network with industry players to learn what digital marketers should focus today to plan for tomorrow and succeed later.</p> tag:econsultancy.com,2008:BlogPost/68688 2017-01-09T14:42:12+00:00 2017-01-09T14:42:12+00:00 Four key features to appreciate about Google Trips Nikki Gilliland <p>Google Trips is designed to be every traveller’s ‘personal tour guide’ – but what sets it apart from other travel apps?</p> <p>Here’s a look at some of its key features.</p> <h3>Organisation in one place</h3> <p>While Google Flights wants to disrupt sites like Kayak and Skyscanner (i.e. the places people go to book), Google Trips aims to take the reins immediately after this point, helping travellers to plan and organise their holidays.</p> <p>Once users sign in using their Gmail accounts, the app provides a list of past trips as well as future ones, keeping things like hotel and flight details all in one place. </p> <p>As you might expect, with the same style and design of Google's 'Nearby' search funtion, it's pretty easy to use. And this convenience appears to be one of its biggest selling points – not to mention a reason existing Google account holders might naturally feel inclined to download the app.</p> <p>With more than <a href="https://techcrunch.com/2016/02/01/gmail-now-has-more-than-1b-monthly-active-users/" target="_blank">1bn monthly active users</a>, Gmail gives Trips a ready and waiting audience. So unlike other travel apps such as TripAdvisor or Lonely Planet, it offers the unbeatable incentive of tapping into a service many of us already use and adding a whole heap of extras on top.</p> <p><img src="https://assets.econsultancy.com/images/0008/2883/Google_Trips_3.PNG" alt="" width="300" height="532"> <img src="https://assets.econsultancy.com/images/0008/2884/Google_Trips_4.PNG" alt="" width="300" height="532"></p> <h3>Inspiration </h3> <p>Curating travel plans is not Google Trips’ only draw. It’s also designed to offer inspiration, using its ‘Things to Do’ feature to offer a wealth of information about hotspots, restaurants and pretty much everything you need to know about an area.</p> <p>The amount of detail offered is impressive. Again, unsurprising considering Google's gargantuan pool of data.</p> <p>Google has certainly covered all bases, ensuring users will reach for the app during both advanced planning and while in-the-moment.</p> <p>Users can map out daily itineraries, delving down into deeper information such as walking distances and even how long tourists typically spend in locations. There's also a nice real-time element, too. If you’re using it online, the app will update weather conditions, offer relevant suggestions and even give random recommendations if you fancy going off the beaten track.</p> <p><img src="https://assets.econsultancy.com/images/0008/2887/Google_Trips.PNG" alt="" width="300" height="532"> <img src="https://assets.econsultancy.com/images/0008/2889/Google_Trips_2.PNG" alt="" width="300" height="532"></p> <h3>Map integration and utility</h3> <p>Another significant feature of Google Trips is the map function, which allows users to easily access Google Maps directly from the app. </p> <p>This functional aspect is very welcome. While many people already use Google to discover nearby places, the tech giant is clearly hoping to be a one-stop travel shop, so to speak, joining the dots in the over-arching 'Google' user experience.</p> <p><img src="https://assets.econsultancy.com/images/0008/2885/Google_Trips_5.PNG" alt="" width="300" height="532"> <img src="https://assets.econsultancy.com/images/0008/2886/Google_Trips_6.PNG" alt="" width="300" height="532"></p> <h3>Offline feature</h3> <p>Lastly, one of my favourite features in Google Trips is the fact that it can be used offline.</p> <p>Users have the option to download itineraries and information to refer to at a later date, solving the problem of international data charges - one reason many people fail to use travel apps while abroad.</p> <p>I've only recently discovered that Google Maps can actually be downloaded already - a fact which Google apparently doesn't like to advertise too much. With Google Trips, however, this comes to the forefront, with the feature being nicely highlighted to let users know that it is there.</p> <p><iframe src="https://www.youtube.com/embed/ign2GmVEflw?wmode=transparent" width="560" height="315"></iframe></p> <h3>In conclusion...</h3> <p>So, will Google Trips spell trouble for the likes of TripAdvisor?</p> <p>With popularity and loyalty towards the latter already being well-established, Google might have its work cut out convincing travellers that it can provide the same kind of knowledge and travel expertise. Likewise, let's not forget that Google Trips does not allow bookings from within the app, meaning the user experience will be disrupted at this point.</p> <p>Having said that, with its attention to detail, there's a lot to entice users back. Data is obviously where its real strengths lie, and combined with a familiar interface and easy-to-use design, it could mean a successful step up for Google's travel presence.</p> tag:econsultancy.com,2008:BlogPost/68663 2017-01-06T10:45:00+00:00 2017-01-06T10:45:00+00:00 Why online publications are ditching comments sections for social Nikki Gilliland <p>Unsurprisingly, Vice isn’t the only platform to take this stance. Others like USA Today, the Verge and Recode have all chosen to remove their comments sections entirely.</p> <p>So, why have these sites had enough? And how will this affect online forums in future?</p> <p>Here’s a bit of insight into the story.</p> <h3>Removing the burden</h3> <p>For Vice and many other platforms, the burden of monitoring the comments section has overtaken any benefit. </p> <p>First introduced to drive interaction and collaboration from readers, many comments sections have veered away from organic conversation into sheer chaos. Back in 2012, the founder of Gawker Media, Nick Denton, stated that 80% of reader comments on his sites were either irrelevant or toxic.</p> <p>Since then the situation appears to have worsened, with many more publications switching off comments out of frustration over anti-social behaviour and harrassment of writers.</p> <p>On the other hand, there are those that persevere. The Times strictly monitors all comments, only allowing them to be published if they are on-topic and not abusive (although it says that moderation is still the ‘subjective’ responsibility of staff).</p> <p>Similarly, the<em> </em>Guardian – a publication that maintains that “in so many cases journalism is enriched by responses from its readers” - monitors comments based on a list of community guidelines.</p> <p>Interestingly, last year the <a href="https://www.theguardian.com/technology/2016/apr/12/the-dark-side-of-guardian-comments">Guardian undertook a study</a> to discover the extent of the abuse that occurs below the line. While it found that just 2% of overall comments are blocked (based on analysis on comments left since 2006), out of the most-abused writers, the majority were both women and/or black.</p> <p>It is clear that even on the strictest of sites, comments are not merely argumentative or irrelevant, but largely marred by bigotry. As a result, the Guardian concludes that, as anti-social behaviour is neither natural or inevitable, it is a cultural problem that we must collectively work to solve. </p> <p>So what can media organisations do to make online conversations constructive and more inclusive?</p> <h3>Making the switch to social</h3> <p>While publications like the Guardian are improving safeguards, as well as cutting down on the places where comments are open, others are using social media as an alternative. </p> <p>So what are the advantages of this shift?</p> <h4>A natural transition</h4> <p>Many publications are now finding that readers naturally choose to leave feedback on Facebook and Twitter rather than anywhere else, meaning that turning off the comments section has no real impact.</p> <p>With audiences already using these platforms to discuss topical events and current affairs, it also makes sense for brands to infiltrate these spaces where users are already active and engaged.</p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Ftheguardian%2Fposts%2F10154912671761323&amp;width=500" width="500" height="517"></iframe></p> <h4>Self-moderation</h4> <p>While Twitter has an ongoing problem with trolls, spaces like Facebook are more likely to be self-moderated by users, simply because they are commenting as their real selves.</p> <p>Unlike comments sections, where anonymous posts and pseudonyms are common practice, Facebook helps foster a sense of community - especially among loyal and regular readers.</p> <h4>Greater engagement</h4> <p>Publications that have turned off comments sections have reported seeing higher engagement on social media.</p> <p>This is mainly because users who might not go out of their way to leave a comment below the line feel more comfortable and inclined to do so on social - not to mention the fact that Facebook and Twitter are more aligned to mobile use. </p> <h4>Curated discussions</h4> <p>On social media, online publications are able to encourage the right kinds of discussion due to greater control over the medium.</p> <p>For example, if there is a particular article that has the potential to be inflammatory, it might not choose to promote it - or only post it on a platform that is suited to the conversation or audience.</p> <p>With dedicated teams already monitoring social media, it is also a matter of using resources in the right way. </p> <p><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2FVICE%2Fposts%2F1515045995195320&amp;width=500" width="500" height="479"></iframe></p> tag:econsultancy.com,2008:BlogPost/68675 2017-01-05T13:51:48+00:00 2017-01-05T13:51:48+00:00 Five examples of meaningful motion in web design Ben Davis <p>I thought it would be useful to round up some examples of meaningful motion, so below are five examples which I've taken from Google's <a href="https://material.io/guidelines/motion/material-motion.html">Material Design guidelines</a>, as well as the Material Design Awards 2015 and 2016.</p> <p>There is a whole bunch of information in Google's guidelines - on duration and easing, movement, transforming material, choreography and creative customization - so do go and check it out. The following simply serves as a taster.</p> <p><em>And for more on this topic, check out these Econsultancy resources:</em></p> <ul> <li><a href="https://econsultancy.com/training/courses/mobile-user-experience-mobile-marketing/"><em>Mobile UX (User Experience) &amp; Marketing Training</em></a></li> <li><a href="https://econsultancy.com/reports/user-experience-and-interaction-design-for-mobile-and-web/"><em>User Experience and Interaction Design for Mobile and Web</em></a></li> </ul> <h3>First, what is motion in web design?</h3> <p>Google gives us <a href="https://design.google.com/articles/making-motion-meaningful/">a very poetic definition</a>, as it happens, stating that 'something as simple as tapping a card to expand and reveal more information is made better by fluid animation'. Some other salient points: </p> <ul> <li>'..the user is given guidance with a clear focal point.'</li> <li>'[Motion] conveys energy, drawing inspiration from forces like gravity and friction.'</li> <li>'..material design aims for motion to feel natural..'</li> <li>'..motion should above all else help guide users, providing them with the right information at the right time.'</li> </ul> <p>The following video from Google demonstrates some of the principles of Material motion. </p> <p><iframe src="https://www.youtube.com/embed/cQzien5H2Do?wmode=transparent" width="560" height="315"></iframe></p> <p>Now for the examples...</p> <h3>1. Google Photos</h3> <p>The animation when you delete photos feels incredible natural, but Google has not taken the literal approach here, as it points out in its guidelines.</p> <p>If every photo had slid along into the next position, 'overlapping motion paths' would have made the experience too messy. However, Google slides the whole grid to the left, for a smooth and simple transition.</p> <p><iframe src="https://www.youtube.com/embed/FXUW8qbbcHw?wmode=transparent" width="560" height="315"></iframe></p> <h3>2. Tumblr app</h3> <p>Tumblr's app was the recipient of a 2015 Google Design Award for the way in which it uses motion to unite users with content.</p> <p>There are smooth transitions, with 'layers of detail loading progressively' and pacing is determined by context.</p> <p>One design feature is the transformation of a button's icon when selected, with 'create post' icons transforming into a cancel action. The same technique is used in some Google services to transform menu icons into a back button, so users can return to a home screen.</p> <p><iframe src="https://www.youtube.com/embed/vYrBrbPVtMs?wmode=transparent" width="560" height="315"></iframe></p> <h3>3. 'Pesto'</h3> <p>This is actually <a href="https://material-adaptive.firebaseapp.com/pesto/app/index.html#/home">a demo</a> created by Google, which I've taken from its guidelines. It's a really clear example of how content blocks can simply transition when tapped.</p> <p><img src="https://assets.econsultancy.com/images/0008/2827/pesto_app.gif" alt="pesto" width="293" height="517"></p> <h3>4. Google Duo</h3> <p>Google Duo is a video-calling app that launched in August 2016. It was updated in December 2016, to improve video quality and allow easier signup, and could well challenge established video calling services in 2017.</p> <p>The video below shows a number of examples of motion, which Google says 'proved harder than expected' due to the spare nature of the interface, or what it calls 'the lack of connective tissue within the interface'.</p> <p>Durations are longer here, to ensure that transitions are meaningful, that the user knows what action they have performed.</p> <p><iframe src="https://www.youtube.com/embed/ydZEMOK2sIE?wmode=transparent" width="560" height="315"></iframe></p> <h3>5. Fabulous - Motivate Me</h3> <p>This app was awarded a 2016 Google Design Award with the judges praising 'crisp state transitions and pleasing goal completion animations'.</p> <p>There's a video of the app in action on its app store page. I can't embed it here, but you can <a href="https://youtu.be/zTRianAhsjE">watch it on YouTube</a>.</p> <p><img src="https://assets.econsultancy.com/images/0008/2822/fab.png" alt="fabulous app" width="615" height="335"></p> <p>Note that all these examples are apps, but that doesn't mean these principles aren't relevant to website design.</p> <p>With mobile data input now arguably more important than desktop, marketers should be discussing motion with their tech teams.</p>