Web 2012 at Penn State

In conjunction with a full website redesign, Penn State World Campus launched a mobile site (m.worldcampus.psu.edu) in July 2011. Because the World Campus website is focused on marketing and conversion -- the end goal is to compel users to either start an application or complete a "request for information" form -- the restrictions of the mobile environment presented a set of very unique challenges. Would site visitors really complete a form on their phone? How much information is too much when users will be reading pages on their phone? Would we need to maintain two separate sets of content (for the mobile and PC sites)? How does marketing work in the mobile environment? Four months after launch, the World Campus mobile site is used by thousands of visitors each month, and has generated more than three thousand prospect leads. This presentation will step through each stage in the process of building the mobile site, including information architecture, content strategy, design for mobile, technical elements, analytics, and mobile marketing. We'll focus on lessons learned in the process of building and maintaining the mobile site, including intended and unintended results. Participants will ideally learn more about the challenges -- and some possible solutions -- of building a website for this constantly shifting mobile environment.

Experience Level:
Beginner - Assumes no prior knowledge of topic.

Prerequisite Knowledge:
None.

Skills/Knowledge Gained:
Participants will ideally learn more about the challenges -- and some possible solutions -- of building a website for the constantly shifting mobile environment.