Getting The Mobile Experience Right

Here are my key points from Lee Duddell What Users Do and David Howdale Howdale Associates Getting The Mobile Experience Right

  • Mobile UX is complex, with new and unknown journeys, and devices with multichannels and different contexts.
  • Focus on users’ expectations.
  • Why would you buy a fridge whilst on the bus? Mobile offers more opportunities.
  • Ocado allows mobile visitors to add to an existing  order. Forgotten items of shopping can still be purchased.
  • In Japan, shoppers will try on clothes at lunchtime, buy via their phones in store. Why? Because they don’t have to queue, and can get their items delivered, and so don’t have to take them back to work or home with them.
  • Mobile is like Green Eggs and Ham

    I like green eggs and ham!
    I do!! I like them, Sam-I-am!
    And I would eat them in a boat!
    And I would eat them with a goat.
    And I will eat them in the rain.
    And in the dark. And on a train.
    And in a car. And in a tree.
    They are so goodm so goodm you see!

    So I will eat them in a box.
    And I will eat them with a fox.
    And I will eat them in a house.
    And I will eat them with a mouse.
    And I will eat them here and there.
    Say! I will eat them ANHYWHERE!

  • Mobile visitors expect the same content, and links to related products.  Showed a video of somebody using hte House of Fraser mobile site, trying to find pillow cases to match the duvet cover she wanted.  She’d found the pillow cases on the desktop site, but they weren’t on the mobile site.
  • 5% of ecommerce sales are done on mobile devices, because they can.
  • 60% of mobile users experience a “conversion killer”.
  • You need to identify what’s wrong and fix it.
  • Test a competitor’s site and get feedback before creating your own site.
  • Manage users’ expectations, do the best you can.
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