In his presentation at Breaking Development in Nashville TN, John Allsopp talked about making use of offline technologies to improve experiences on the Web.
Here are Luke W’s notes from his talk.
UX Archive logs screenshots of various apps performing their functions, and enables users to browse and easily view how they each handle certain protocols. Categories like Onboarding, Searching, Reading, Purchasing and Creating enable designers to make connections between what works and what might not, and to really synthesize the different experiences across various apps. All this information allows the most information possible to advise those of us working on new projects, and as more screenshots filter into the archive, the better off we’ll all be!
“So what’s preventing advertisers from understanding the ROI of mobile advertising? Two things: (1) consumer shopping behavior on smartphones, and (2) fragmentation of consumer Internet usage. The first item affects the digital conversion rates that advertisers see from mobile device usage; the second item affects the ability to measure conversions from mobile devices.”
This is a great article and super informative for folks who might still feel like a good mobile experience is too complicated for the return.
Mobile-only users aren’t some strange new breed of customer, signaling their desire for different messages, content, and services through their choice of screen size and form factor. They’re just your customer. You can and should speak to them in same way you address all your other customers. They just want to engage with you on the device that’s most useful and convenient for them.
Meeting the needs of the mobile-only user doesn’t mean agonizing about “the mobile use case,” trying to determine which subset of content would be most useful to users “on-the-go.” Google reports that 77 percent of searches from mobile devices take place at home or work, only 17 percent on the move. Mobile users should get the same content. It’s frustrating and confusing for them if you only give them a little bit of what you offer on your “real” website. If you try to guess which subset of your content the mobile user needs, you’re going to guess wrong. Deliver the same content as your desktop user sees. (If you think some of your content doesn’t deserve to be on mobile, guess what — it doesn’t deserve to be on the desktop either. Get rid of it.)
“…on the device that’s most useful and convenient for them.” Which could be a mobile device, might not. But they deserve the best experience regardless of their choice. In this way, we’re trying to talk about proximate use, not strictly ‘mobile only’ use. I don’t think we’re convincing businesses that mobile is every part of the customer pie so to speak as long as we continue to segment out the users when we talk about the site experience.
All customers deserve great site experiences regardless of device, and many users are choosing their devices based on what’s near them, not by some mysterious code we can’t break. Since many of those users are indeed coming from mobile devices and those numbers are rising, it’s more important than ever to treat them as well as the ‘traditional’ customers you’ve developed desktop site experiences for.
We need to embrace a device-agnostic approach to communicating with connected consumers and forget the idea of a “mobile Internet”. There is only One Web to experience.
This wonderful article up at Smashing Magazine is a must-read for anyone working on mobile right now. It’s full of great information, but also helps to really clarify (for you, your team, or your client) what we’re talking about when we say things like “responsive” and “accessible”. This gem is important:
Following the recommendation means making most of your Web content accessible across devices. It ensures that each link shared across the Web leads back to the same place and that, irrespective of the user’s device, everyone gets the same design experience. It aims to standardize Web design approaches, but also to standardize user experience expectations.
We’re not just talking about organized design, we’re talking about organized users. Empowered, engaged and appropriately treated. More conversations about how this conversation is for their benefit, not design’s is hugely important. In some cases, it might be the difference between your “responsive website budget” and your “complete user experience” budget.
If you’re working on a campaign in China, you should read this (and get your mobile house in order).