Jayman Mobile UI + IA - Mon Jun 20 2011 Armour Jayman Mobile UI + IA-final2.graffle
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Jayman Mobile UI + IA
MODIFICATION DATE Mon Jun 20 2011
CREATOR Armour
FILE NAME Jayman Mobile UI + IA-final2.graffle
DESCRIPTION Jayman Mobile Documentation
Vision, Scope, User Summary & User Interface and Architecture
VERSION HISTORY V.1
Title: Jayman Mobile UI + IA-final2.graffle | Creator: Armour | Modified: Mon Jun 20 2011 | Page 1/11Jayman Mobile UI + IA
Creative Brief & Vision Document
“Nielsen found that just under 25% of the U.S. mobile subscriber population had a
smartphone. That number is forecast to rise 49% by Q3 2011, as device
manufacturers and wireless carriers increase their marketing push to graduate
users to higher-value devices and data plans.”
BUSINESS GOALS & OBJECTIVES
1. Provide user's of jayman.com a better mobile user experience recognizing 3 primary
device profiles:
a. iphone + Droid
b. ipad + tablets
c. Blackberry + feature phones
2. Effectively connect potential buyer with specific community sales person facilitating a
call to action.
3. Push an increased amount of measurable foot traffic to Jaymanʼs show homes &
“mobile search has become the starting point for consumers on the go. The
increase measurable sales calls and leads. Thus the mobile site and its leads will Kelsey Group reported that about one in three mobile searches has local intent.”
become an important step in the sales process.
If Jayman Mobile were successful it would effectively bridge the digital & physical
What Problems Must We Address?
worlds. Facilitating direct mobile connections with Sales person and potential
buyer with time frame and availability being key factors in research and decision
making. • Based on tech support and mobile design considerations one site profile for
iphone/ipad will not represent blackberry user's effectively
• Blackberry and other feature phones DO not support Html 5/CSS3 and their
usable screen size is considerably different than Iphone & Droid phones
Who is Jayman's primary mobile user group • Choosing the content that matches our primary and secondary mobile userʼs most
urgent needs.
and how are they currently using mobile? • Low-Bandwith - pages should never exceed 25k
• Interface Limitations - clicking on a touch screen with bigger fingers and accounting
One way of viewing and profiling the Jayman's primary (and targeted) mobile audience is
for wheels and keyboard actions
by comparing them against other mobile demographic groups.
• Incorporating mobile inquiries into the sales process
According to a study tracking mobile usage Novara came up with 4 user segments. We
believe the targeted primary user group of jayman.com to be the "Multitasking
Parents".
Who’s the Competition?
• www.calbridgehomes.com
• http://www.homesbyavi.com/mobile/
• http://www.albihomes.com
• http://www.tricohomes.com
• http://www.sterlinghomesgroup.com
• http://www.morrisonhomes.ca
What value does it provide to the consumer?
They are one of the most active mobile Internet user groups comprising two-thirds of
• Ability to find (intuitive menu and navigation + mobile search) and see (fast
the mobile Internet user population as a whole. They shop, search, research and text
loading) product information which can be easily digested and aid in research
OFTEN on their mobiles. In fact the Novera research study shows that they out-surf
o Images, specs, prices, availability, community
business pro’s on the mobile Internet. They make up Jayman’s PRIMARY mobile user
• Ability to search local Location with mapping and destination features
group.
• Find relevant, pertinent information quickly and act on that information
1. This group are primarily educated, financially responsible and we know they are • Relational based connection with sales person they will meet at the show home
of which they are driving to. Name and phone number.
researching new homes in Alberta.
• Satisfy 3 different user groups based on device types:
2. They can be considered fairly tech saavy with motivating triggers for action being
- Iphone and Droid
researching jayman's new homes and their availability.
- ipad or tablets
3. They are familiar with the Jayman brand. This can be substantiated through the
- Blackberry and other feature phones
anayltics with 85% of jayman users finding the site via either direct URL or
entering the site using the search phrases including the word "jayman".
4. They are primarily in the research phase of home buying, are have a key goal of
What Key Insights Must We Address?
finding whatʼs available and when. Images, price, specs, contact info and location
• We discovered that the mobile userʼs primary goal and motivation is to find
map (community) are the other items mJPUG are looking to find.
current, local information on new homes to help them make decisions. Similarily,
6. It is indicated by our reports that mJPUG primarily use iphone and ipad but
this primary user group desires the ability to locate local homes of interest on a
Blackberries are a close 3rd.
map quickly and efficiently.
• Our mobile implementation needs to address these motivations.
• We also need to address the secondary user group primarily made up of agents
and provide navigation paths to meet their goals.
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Project Scope & Schedule
Initial Scope Estimates
Based on our USER SUMMARY and device support conclusions we recommend
developing two separate mobile profiles. One targeting iphones and Android
phones and another for Blackberry and feature phones.
We will use browser detection scripts to route traffic to the appropriate mobile
profile. In this way we can effectively satisfy both user segments without
sacrificing some of the rich features that html5 + css3 provide which Blackberry
does not support.
Both mobile profiles can reside directly on Jayman's web server. Dynamic data
being ported can directly reflect any changes that happen on the CMS.
We we need to address mobile specific metrics and analytics. As well there will
need to be communications amongst varying sales team leads in order to
streamline the calls to actions via the mobile profiles.
Implementation Plans & Schedule
(referring to program overview)
Phase I Discovery + Investigation - Completed
---------------------------------------------------------------------------------------
- Identify and evaluate competitors
- Investigate and analyze
- Investigate core features
Phase II Mobile Blueprint - Requires feedback, approval
---------------------------------------------------------------------------------------
- Approval & Sign off on wireframes, sitemap, and vision document
- Content creation and integration with approved wireframes
- Creative visual comps approval
- Finalized document integrating creative and content
APPROX DUE DATE: July 30, 2011
Phase III Mobile Development - To start following approval stages
---------------------------------------------------------------------------------------
- Coding of 2 mobile microsites on a local chatterson server minus the
dynamic ASP/SQL calls.
Profile #1 (iphones & Droids) - will be created using html5, ASP, & css3
Profile #2 (Blackberries & other feature phones) - xhtml MP, ASP
- Jayman IT provides a test space on their server for the sites to reside and be
tested in their local environment.
- Integration of features: ASP DB calls, optimization of images & graphics,
social media, map functions, calls to action including phone, text and email.
- Set up mobile analytics
- Meet with sales team leads to integrate lead processing and metrics
- Testing on several devices
APPROX DUE DATE: August 30, 2011
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User Summary
What do we know about the primary mobile What is a general psychographic of mJPUG?
jayman.com user group (mJPUG)? • They are iphone and ipad buyerʼs
• They are not Friday researcherʼs
Where are the mJPUG coming from when arriving at • They are increasingly switching to iphoneʼs and ipadʼs for their browsing
jayman.com? experience
• mJPUG are primarily finding the Jayman.com website through organic • They are not contacting Jayman via the website
search of the Keyword “jayman homes” • 50% of them are new visitors
• mJPUG are second most often arriving on the site from directly typing in • mJPUGʼs are more interested in building “by community” than by “home
the URL, meaning they are returning userʼs, they know about jayman style”
• The second highest initial entrance point to the site besides home is
“quickpossession/Homes.aspx
• mJPUG are residents of Calgary or Edmonton. Deductions: mJPUG are indicating that a well designed mobile version of
jayman.com will get and keep their attention longer. It is fairly evident that if the
Deductions: mJPUG are Albertanʼs familiar with the company, they know about registration form were “shorter (name + email)” and shown prior to “building”
its products to some degree and are returning userʼs. They are researching userʼs would take the action in order to view the content. This would better
Jayman Homes. Research shows userʼs are increasingly doing the research satisfy both user and business objective increasing Jaymanʼs lead list
phase of the buying cycle on mobile devices and thus search engine optimization substantially. mJPUGʼs are showing high interest in the content.
is KEY. For example optimizing the site for highly relevant long tail key words like
“calgary home builders”, “new homes Calgary”, “Calgary showhomes”, and “new
homes edmontong” would capture those searcherʼs who donʼt know they want to
see Jayman Homes. Note: The analytics data is some what skewed and distorted upon closer
assessment as many of the step links are replicated throughout the content stats.
GA cannot track user selecting a community for example. It simply tracks the
Are mJPUG’s needs and goals being satisfied?
next step link.
• Of those that stay for longer than one page view they are spending a
HIGHER than average (4.5min) amount of time on jayman.com
• 41% of iphone userʼs leave after visiting one page compared to 25% of
ipad 1st page landers
• The blackberry userʼs leave 43% of the time after visiting just one page
• Of all mobile devices the ipad stays the longest and has the best browsing
experience
• Only 8% of mJPUG reach the contact page (which is actually higher than
the site average)
• Literally 95+% do NOT end up on the registration page on either “build by
home” or “build by community”. This is similarily low across desktop
userʼs
• Approx 50% of the JPUG return to the site more than once
• JPUG are visiting “quick possessions” most often compared to other
sections
• JPUG more often “build by home” than “build by community”
Deductions: A fairly high percentage of mJPUG do not see fit to continue leafing
the site after landing on one page. However, of the percentage that do stay
seem to be very interested in the product pages.
mJPUG are either not overly interested in contacting the company OR they
already have the contact information. mJPUG are fairly content researching,
browsing and discovering the product without any NEED, MOTIVATION or goal
to fill out a registration form. Meaning they donʼt wish to save the home they built
OR are unclear about the call to action. Alternatively, they are getting lost on
route to the registration page.
mJPUG are using jayman.com as a research tool as opposed to an
engagement tool. mJPUG,not unlike all mobile userʼs now expect a good
Internet experience.
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Persona Overview
Personas are mini character sketches or profiles which can typify a target user group. It is a tool for thinking about user interface features and
functionality. It brings a human aspect into the audience research. Personas if satisfied, means others in that target audience will more likely be
satisfied
Y
AR
Name Chris Simms Tracy Irving Teresa Vacaro
IM
PR
Job Title Investment Banker, Calgary, AB Communication Director - Oil & Gas Real Estate Agent
Age Age: 35 Age: 37 Age: 26
Mobile Usage Mobile Usage: Use Apple iPhone for personal and BBerry for work; Mobile Usage: Uses iphone to browse, research, read news, Mobile Usage: iphone usage for business, email, text, apps,
personal - iphone for text, browse, use stock apps and some social media; photos of her kids, text and email. Her life is communications. research, contact management.
Gear
inseparable from his devices. Blackberry is primarily for work, emails. Gear: Mac OS X Laptop, Firefox, iPhone Gear: Mac OS X Laptop, iPhone
Gear: iphone, ipad, bberry, HP Laptop
Trigger for Looking to buy a move up house for his family. Isn't certain One of their closest family friends just bought at One of her clients has given her a wish list for spec
Action if a spec house is the way to go but would love to have the Mahogany. They want to move to that community. house requirements along with communities.
perfect home. Saw a print ad on the development
Status Married with 3 kids. Currently owns a Jayman home but is doing Is married with one toddler and one newborn. Is Single ambitious professional seeking to excel in career.
well financially and wants BIGGER and thinks he wants to build currently on mat leave from her director of
a spec house. communications at an oil and gas company. Tracy
takes care of all the household business.
Goals Knows that he wants to live in the NW close to where he Wants to raise her children in a community where she Working toward making her business more efficient with
currently lives so kids don't have to change schools. Is willing to knows people and has friendship. Desiring to buy the use of technology tools. Everything is about speed
change communities depending on how awesome the new before mat leave is up so she can get organized. and efficiency of finding information.
community is and the house styles. He just wants more space
for his family and his toys. Lot price and community will help him
make a decision.
Ultimate Goal Own a really nice home that he played a part in deciding how it Have a luxury home in Mahogany. To be one of the top real estate agents in Calgary.
would be built.
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6 / 11
Creator Armour
Modified Mon Jun 20 2011Jayman Mobile UI + IA
Task Analysis
A Task analysis is an assesment of user's tasks and goals. Ensures that the design meets those user
requirements as well as the business requirements. Information architecture is going from a pile of stuff to a
structured experience that allows user's to accomplish goals. It is how the interface is built. Meeting user
expectations means happy customer's.
Example
Plan meals
Search web look in fridge
sale flyers
m
prepare
eat shopping list
walk store
isles
m Does the
Talk to
car need
spouse
gas
How m
much
time do i choose bring bags
have which store
Grocery Shopping
Tasks involved in buying a new home (actions)
share on visit lots ask
questions email wish
facebook find out list to sales
availability person speak to an
m expert
m
m
bookmark talk to bank
visit research
showhomes
community home options
research to visit
web sites m
different new
m developments m
m look at
talk to a find contact
m prices
mortage information
send order sales
broker m
m spouse material
m pictures of visit m
locate layouts
m community
visit builder showhomes m amenities
websites on a map in
desired
m communities visit
showhomes read
talk to talk to newspaper
m
online chat friends m
on website
m email links
of home talk to
search online styles to speak to spouse drive to
spouse sales people communities
check MLS m
m of interest
look at m m m
m
maps m
Buy a brand new home
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Mental Model
How the user thinks about and approaches their tasks and goals. (…separate from a Web experience)
View Interact Re-use Learn
See map &
directions
See contact
email, name,
number
See image,
price, name,
description
See what home
options there
Browse by are in those Text Message
community communities Sales Person
See what
Browse by community Share on Social
Email Sales Link to Desktop
availability/time options are Networks
Person Version
frame available in my
time frame
Searching for a What is the
jayman home See what's Call Sales Email Listing Bookmark Financial Marketing
Drive using map jayman
using global available & Person related links homes Options Promotions
directions difference
search when to that prop
Find See 1 touch Engage Act Share Save Jayman's value Links Promotions
research send bookmark learn more
different new look at speak to drive to spouse showhomes about talk to a
developments prices sales people communities pictures of to visit jayman mortage
m of interest layouts
m m broker
m m m m
m
look at email links
search online maps ask visit
showhomes of home
questions
styles to
m
m spouse
m m m
find contact visit lots Share on
visit builder information Social
websites Networks
m
m
m m
visit
m community
find out locate
availability showhomes amenities
on a map in
m desired m
communities
research
home options
m
Buy a brand new home
Title: Jayman Mobile UI + IA-final2.graffle | Creator: Armour | Modified: Mon Jun 20 2011 | Page 9/11Jayman Mobile UI + IA
iPhone Wireframe I
2.0 2.0 2.0
Carrier 12:00 PM Carrier 12:00 PM Carrier 12:00 PM Carrier 12:00 PM Carrier 12:00 PM
Jayman Mobile Home Page Title Jayman Mobile Home Page Title Page Title
http://www.jayman.mobi/avail/calg/ http://www.jayman.mobi/avail/calg/
http://www.jayman.mobi Google http://www.jayman.mobi/avail Google http://www.jayman.mobi Google http://www.jayman.mobi/avail/calg Google Google
chapvall chapvall/arizona
1.0 2.1.0 Back Choose Region 2.2.0 Back Availability 2.3.0 Back
Back ChooseCommunity
Choose Listing 2.4.0 Back Choose Listing
Arizona
Auburn Bay | SW Immediately
Available
What is your buying time frame? Arizona
19 Homes starting at 2.5
4 Bedrooms, $305,00
Baths, 1771 sf
Available Immediately
$436,800 2.4.1
4 Bedrooms, 2.5 Baths, 1771 sf
Available Immediatley 2.2.1 Allure $436,800
Auburn Springs
Available| Immediately
NE Allure
12 Homes3starting
Bedrooms, at2.5 Baths, 2168 sf
$435,000 Available Immediately
Calgary 30 Day Availability $439,900
search homes search homes 3 Bedrooms, 2.5 Baths, 2168 sf
Modena $439,900
based on based on 2.1.1
availability community 2.3.1 ChaparralAvailable
Valley |Immediately
NW Modena
Edmonton 60 Day Availability 3 Bedrooms,at2.5 Baths, 2004 sf
22 Homes starting $405,000 Available Immediately
$449,900
3 Bedrooms, 2.5 Baths, 2004 sf
$449,900
90 Day Availability
2.0 3.0 Evansridge | SE
42 Homes starting at $235,000
90 + Day Availability
Auburn Springs | SE
12 Homes starting at $435,000
Promotions About Jayman Promotions About Jayman Promotions About Jayman Promotions
Promotions
Call Us About Map Us JaymanJayman Promotions About Jayman
Jayman Desktop Jayman Desktop Jayman Desktop Jayman DesktopDesktop Jayman Desktop
4.0 5.0 6.0 4.0 5.0 6.0 4.0 5.0 6.0 3.0 4.0 4.0 5.0 5.0 6.0 6.0 4.0 5.0 6.0
1.0 Home Page 2.0 Find & See 2.0 Find & See (Availability) 2.0 Find & See (Community) 2.0 Find & See (Listings)
Clicking the optimized Jayman logo always brings you to 2.1.0 Back one screen - home screen 2.2.0 Back one screen - Region 2.3.0 Back one screen - Availability 2.3.0 Back one screen - Community
the home page from every screen 2.1.1 Choose region 2.2.1 Choose time frame 2.3.1 Community listing includes all those with available 2.3.1 Each listing includes tiny image, Name, availability,
2.0 Find & See (Availability) homes in the time frame the user selected. Community bed/bath/sf and price.
Narrowing the scope of what the most important and name, quadrant, price and number homes filetered.
urgent information our primary & secondary user groups
are seeking based on what we believe to be the number
one criteria in buying a new home is - TIME FRAME. In
this way we simplify and satisfy user's needs.
User clicks 2.0 and enters product based on availability
sections and proceeds to region: Calgary or Edmonton
3.0 Find & See (Community)
Narrowing the scope to community of interest. User
clicks 2.0 and enters product based on availability
sections and proceeds to region: Calgary or Edmonton
4.0 Promotions
User touches/clicks 3.0 and lands on a current
promotions page.
5.0 Jayman Video
User clicks 5.0 and interacts with a one touch dial to a
general sales agent at Jayman.
6.0 Regular Version
User touches/clicks 6.0 and gets a map of Jayman
Headquarters.
Title: Jayman Mobile UI + IA-final2.graffle | Creator: Armour | Modified: Mon Jun 20 2011 | Page 10/11Jayman Mobile UI + IA
iPhone Wireframe I 2
2.0 3.0
3.0 3.0 3.0
Carrier 12:00 PM Carrier 12:00 PM Carrier 12:00 PM Carrier 12:00 PM Carrier 12:00 PM
Jayman Mobile Home Page Title Page Title Page Title Page Title
http://www.jayman.mobi/avail/calg/ http://www.jayman.mobi/avail/calg/ http://www.jayman.mobi/avail/calg/
http://www.jayman.mobi Google http://www.jayman.mobi/avail Google Google Google Google
.0 chapvall chapvall chapvall/arizona0
.
2.4 2.4
Back Arizona 3.1.0 Back Choose Region 3.1.0 Back Choose Calgary Community 2.3.0 Back Choose Listing Back Arizona
Arizona
Auburn Bay | SW Available Immediately
19 Homes starting at $305,00 4 Bedrooms, 2.5 Baths, 1771 sf
$436,800
Allure
Auburn Springs | NE 2.3.1 Available Immediately
12 Homes starting at $435,000 3 Bedrooms, 2.5 Baths, 2168 sf
Calgary $439,900
3.1.1 Modena
3.2.1 Chaparral Valley | NW Available Immediately
All Images Map it Tweet it Like it f 2.4.1 Edmonton 3 Bedrooms, 2.5 Baths, 2004 sf All Images Map it Tweet it Like it f 3.4.1
22 Homes starting at $405,000
$449,900
Arizona - $436,800 Arizona - $436,800
Evansridge | SE
42 Homes starting at $235,000
Sales Contact Text Sales Sales Contact Text Sales
Donna Johannes 2.4.2 Donna Johannes
Call Sales Call Sales
3.4.2
email: djohannes@chaparralvalley.com Auburn Springs | SE email: djohannes@chaparralvalley.com
phone: 555-555-5555 12 Homes starting at $435,000 phone: 555-555-5555
text: 999-999-9999 Email Sales text: 999-999-9999 Email Sales
Promotions About Jayman Promotions About Jayman Promotions About Jayman Promotions About Jayman Promotions About Jayman
Jayman Desktop Jayman Desktop Jayman Desktop Jayman Desktop Jayman Desktop
4.0 5.0 6.0 4.0 5.0 6.0 4.0 5.0 6.0 4.0 5.0 6.0 4.0 5.0 6.0
2.0 Find & See (Detailed Listing) 3.0 Find & See (Region) 2.0 Find & See (Community) 3.0 Find & See (Listings) 3.0 Find & See (Detailed Listing)
2.4.0 Back to Listings 3.1.0 Back one screen - home screen 2.3.0 Back one screen - Availability 3.1.0 Back one screen - Community 3.1.0 Back to listings
2.4.1 User calls to action: more images, map location with 3.1.1 Choose region 2.3.1 Community listing includes all those with available 3.3.1 Each listing includes tiny image, Name, availability, 3.4.1 User calls to action: more images, map location with
directions, tweet the home, or facebook like the home. homes in the time frame the user selected. Community bed/bath/sf and price. directions, tweet the home, or facebook like the home.
2.4.2 Sales connection call to action: text, call or email name, quadrant, price and number homes filetered. 3.4.2 Sales connection call to action: text, call or email
sales rep for this home. sales rep for this home.
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