The Move to Mobile Kathleen Caldwell, Pine Tree Legal Assistance Abhijeet Chavan, Urban Insight Gwen Daniels, Illinois Legal Aid Online Liz Keith, Pro Bono Net 2012 TIG Conference

Road Map 1.How are clients using mobile phones? 2.What is a mobile strategy -- and why do you need one? 3.Optimizing mobile content 4.Mobile apps 5.SMS / text messaging 6.Q&A

Defining mobile Mobile websites – Websites with layout, content, and design optimized for browsing on mobile devices. Mobile apps – Downloadable applications that run on a smartphone or mobile device. SMS/text messaging – Text messages to/from a mobile phone. Limited to 160 characters. Other mobile strategies - multi-media messaging (MMS), mobile advertising, integrated voice response (IVR)

So long, landlines Which state has the most cell-phone only households? A.Mississippi B.Iowa C.California Phossil / Flickr

So long, landlines In 10 states, at least 30% of adults rely solely on cell phones Mississippi Arkansas Colorado Idaho Kentucky Nebraska North Dakota Oklahoma Oregon Texas Source: Centers for Disease Control and Prevention, Wireless Substitution, 2009

Cell Phone & Smartphone Adoption by Household Income What % of adults in households with incomes less than $10,000 have cell phones? a.52% b.66% c.74% d.81% What % of adults in households with incomes less than $10,000 have smartphones? a.18% b.21% c.28% d.34%

Cell Phone & Smartphone Adoption by Household Income What % of adults in households with incomes less than $10,000 have cell phones? c. 74% What % of adults in households with incomes less than $10,000 have smartphones? b. 21% Source: Pew Internet & American Life Project, 35% of American adults own a smartphone 2011

Going mobile What % of web traffic came from mobile devices in 2011? A.3% B.7% C.15%

Source: Pew Internet & American Life Project, 35% of American adults own a smartphone 2011 Smartphone ownership

How are people using their devices? Source: Pew Internet & American Life Project, Americans and their cell phones 2011

How are people using their devices? Sep-2009Aug-2010Aug-2011% Change Sent text message to another phone 61.0%66.6%69.5%13.9% Used browser26.0%34.5%39.8%53.1% Used Downloaded Apps16.7%32.3%38.6%131.1% Total U.S. Mobile Subscribers (Smartphone & Non-Smartphone) Ages 13+ Source: comScore MobiLens

25% of Smartphone owners are Mobile-only Users

How are people using their devices? Smartphone owners under the age of 30, non-white smartphone users, and smartphone owners with relatively low income and education levels are particularly likely to say that they mostly go online using their phone. Source: Pew Internet & American Life Project, 35% of American adults own a smartphone 2011

Developing a Mobile Strategy

Mobile LawHelp

Project Background 2011 TIG to Montana Legal Services Association, with project partners Colorado Legal Services, Northwest Justice Project and Pro Bono Net Montana: large, rural state 560 miles E to W, 320 miles N to S Few private lawyers in rural areas to assist; no rural pro bono lawyers MLSA: few offices and staff - 6 offices MontanaLawHelp.org!

Partners looked at client usage of mobile devices for finding online information Do client use mobile devices for online legal information? What types of mobile devices are they using? Client surveys Partner staff anecdotal data Clients use smartphones to access online information

Partners agreed that building with a focus on smartphones was appropriate Pro Bono Net: technological design and development MLSA/CLS/NJP: content template development

Development approach Development consistence of two pieces – The Core Web Application Delivery – The Content Delivery (example, resources and Organization from LawHelp) In the LawHelp CMS, admins will have the option to tag and configure content for display on the mobile version Developing mobile-specific resource templates Available to all 27 LawHelp states after a pilot stage in MT this spring

Design Previews

Open Advocate

Mobile Apps

Why Mobile Apps? Exponential growth in smartphone use Opens up access to native phone features like contacts, GPS, maps apps, accelerometer, network states Opens up another way to reach users via App stores Depending on the app, can support offline modes

How We Did It Start with content and other data in the statewide website platform Build a mobile interface using CSS, JavaScript, and HTML5, with jQuery Mobile Bridge the two using JSON to transfer data in and out Use PhoneGap to connect via JavaScript to native functionality Add PhoneAnalytics to interact with Google Analytics Wrap in a native app wrapper Sign and submit the app

Illinois Legal Aid App 60505

Illinois Pro Bono App

Legal Aid News App Uses Custom Google News feeds to create custom newspaper for legal aid news

Legal Aid Finder App Allows users to find a local legal aid office by state

Content Considerations Work with what you have Simple, short is ideal for mobile

Content Considerations May need to restructure existing content A mobile app isn't the same as a mobile web site; it doesn't have to have all your content Some formats (HotDocs) don't work on mobile Some formats (Flash and video) require extra work to make mobile-ready

Tech considerations Think about how the app integrates with other systems: Analytics, feedback, content management, website Plan if and how you will support offline users Plan for ongoing support Review the app developer guidelines

Lessons Learned Identify the purpose of the app, what content it will use as early in the process possible Pay attention to the landscape-what was true when we started wasn't when we ended There is no such thing as cross-platform apps; each platform has its quirks Mobile devices are a lot slower than computers Test on a real device as early as possible Plan for the launch

Mobile app vs. Mobile website Cost Comparisons App development Website Development 100 – 200 hours10-20 hours $10,000 - $20,000$1,000-$2,000

Volume of content vs. Specific function Mobile AppMobile web We can satisfy 80% of traffic with pieces of our content. Deliver a large portion of your content. Do one thing well.Need to do some reconfiguration to satisfy smaller devices.

Developer Considerations App frameworks where HTML was 10 years ago New versions of Android and iOS since ILAO app went on Apple shelves in October 2011 Technology behind mobile websites much more developed and stable

Apps vs. Web Summary Mobile AppsMobile Websites Off-line access Less expensive to develop Only way to access native phone functionality Older, therefore, more developer- friendly development environment Newest and coolest Can accommodate more content

Resources connection between JavaScript and native phone functions user interface framework developer portal; $99 per year developer portal; $25 to publish Legal Aid News

CitizenshipWorks.org SMS Pilot and Mobile App

CitizenshipWorks.org

National Immigration Legal Services Directory

Users can text a keyword, e.g. CitizenshipWorks, to a short code to subscribe. Then text their zip and address to get info about nearest provider Information provided will use data from the Immigration Legal Services Directory and include a link to Citizenshipworks.org Campaign can be tied to specific outreach activities – e.g. ad on bus can use a different keyword, or a keyword in different language CitizenshipWorks SMS Pilot

Ongoing messaging and segmenting can help track users needs and progress Pilot is using the Mobile Commons M-Data platform ( PBN is developing an interface between the Immigration Legal Services Directory and Mobile Commons platform to provide up-to-date data Funded by the Knight Foundation Launching in spring 2012 in English and Spanish in targeted cities CitizenshipWorks SMS Pilot

Mobile application to provide access to the CitizenshipWorks Immigration Legal Services Directory and information about the naturalization process, e.g., Q&A piece to test users familiarity with the civics questions or practice English. Launching mid-2012 in English and Spanish Funded the Knight Foundation Contact Matthew Burnett, IAN Director, to learn more: CitizenshipWorks Mobile App

Resources Pew Internet & American Life Project comScore Digital Omnivores, LSNTAPs Mobile Web Guide Mobile Active - Mobile Commons - Technology Initiative Grants (TIG) –

Please Submit Your Session Evaluation from your laptop, smartphone, or tablet Session Title: The Move to Mobile: Mobile Web, Native Apps and Mobile Strategies Or Enter This Session Code: MMMW (You can also still submit a paper evaluation.)