Mobile users and mobile usage are growing. With more users doing more on mobile, the spotlight is on how to improve the individual elements that together create the mobile user experience.
The mobile user experience encompasses the user’s perceptions and feelings before, during and after their interaction with your mobile presence — be it through a browser or an app — using a mobile device that could lie anywhere on the continuum from low-end feature phone to high-definition tablet.
Creating mobile user experiences that delight users forces us to rethink a lot of what we have taken for granted so far with desktop design. It is complicated in part by mobile-specific considerations that go hand in hand with small screens, wide variations in device features, constraints in usage and connectivity, and the hard-to-identify-but-ever-changing mobile context.
Dissecting the mobile user experience into its key components gives us a conceptual framework for building and evaluating good mobile experiences, within the context of a user-centered approach to designing for mobile 1. These components shape the mobile user experience — including functionality, context, user input, content and marketing, among others.
The relevance of these elements will change depending on the type of device (feature phone versus smartphone versus tablet) and the presentation interface (app versus Web). This article briefly describes each of these elements and elaborates on each with selected guidelines.
Functionality
This has to do with tools and features that enable users to complete tasks and achieve their goals.
Guidelines
- Prioritize and present core features from other channels that have especial relevance in a mobile environment. For an airline, this includes flight statuses and flight check-ins. For cosmetic chain Sephora, it includes supporting in-store shopping via easy access to product reviews on mobile devices.
- Offer relevant mobile-only functionality (like barcode scanning and image recognition), and enhance functionality using the capabilities of mobile devices where possible to engage and delight users. Old Navy’s app serves up surprise games or savings when users snap the logo in a store.
- Ensure that fundamental features and content are optimized for mobile. For example, make sure the store locator shows the nearest stores based on the device’s location, and make the phone numbers click-to-call.
- Include features that are relevant to the business category. For retail websites and apps, this would include product search, order status and shopping cart.
- Offer key capabilities across all channels. Users who sign in should see their personalized settings, irrespective of the device or channel being used. If certain functionality is not offered on mobile, then direct users to the appropriate channel, as TripIt does to set up a personal network.
Source: http://mobile.smashingmagazine.com/2012/07/12/elements-mobile-user-experience/?goback=.gde_3879579_member_135687120 – By Lyndon Cerejo- July 12th, 2012
Tags: Desktop design, Mobile usage, Mobile user experience, Presentation interface