Lyndon Cerejo is a certified user experience strategist in Capgemini's Rapid Design & Visualization practice, with a successful track record with clients including Allstate, American Express, Coca-Cola, General Motors, Merrill Lynch, and Wal-Mart. His key areas of expertise are user experience analysis, information architecture, rapid prototyping, usability testing, online strategy & marketing. He is the co-author of marketing.com - a book about marketing adaptations on the Internet.
Today’s mobile users have increasing expectations, they are intolerant of faults in their mobile experiences, and they complain about bad mobile experiences on social media and through word of mouth. How do you make sure that your mobile experience meets or exceeds users’ expectations?
One quick way to identify potential problems is to conduct a user experience diagnostic, by having a few mobile specialists look for potential problems with a mobile presence. A diagnostic can be done during design and development to ensure that the mobile website or app adheres to best practices and guidelines. It also serves as a great starting point for a redesign to identify particular opportunities for improvement.
Guesstimates by analysts put the number of mobile app downloads this year at somewhere between 56 and 82 billion, with the average user downloading somewhere between 26 and 41 apps, with a smaller subset of those apps being used on a regular basis.
Other numbers indicate that 95% of downloaded apps are abandoned within a month and 26% of apps are only used once. Depending on the user, these abandoned apps are deleted or ignored, never to be opened again. I choose to leave these ignored apps on my phone and tablet, and at last count, I had over 375 apps on my iPhone.
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.
Emergency car shopping is no fun. This past month was the second time I had to shop for a car in a short timeframe without advance warning. Like most informed shoppers, I went online to get a feel for my options, armed with knowledge of what I was looking for: apart from safety, gas mileage and reliability, it had to comfortably seat six and not require me to take out a second mortgage.
I felt like a persona out of a scenario that I had role-played a few years ago when our UX team conducted a global UX benchmarking project for General Motors. That year, a JD Power consumer satisfaction study revealed that 68% of GM’s US websites were below the industry average, with two in the bottom 10%. This time, though, the experience was personal and made me think about the lessons to be learned from the experience of shopping for a car online that could be applied to any website.
Part 1 of “Improving the Online Shopping Experience” focused on the upper part of the purchase funnel and on ways to get customers to your website and to find your products. Today, we move down the funnel, looking at ways to enable customers to make the decision to buy and to guide them through the check-out process.
Inform and reinforce the customer’s buying decisions by offering in-depth product information. The content on product pages should be relevant and should give the customer a virtual feel for the product. Ensure that your website addresses the key elements of a product page.
Amazon turned sweet sixteen this year, and, by extension, so did online shopping as we know it. As online shopping has grown over the past 16 years, so have user needs and expectations related to the online shopping experience. Setting up shop online is easy, but creating an experience that satisfies target users is a different story altogether.
In the traditional journey of a purchase, commonly depicted as a funnel, a business loses potential customers as they move closer to the purchasing stage. While this is natural and expected, improving the user experience can reduce this loss by removing unnecessary barriers to shopping online.
For the past few years, we've heard pundits declaring each year as "year of the mobile Web"; each year trying to sound more convincing than the previous. Whether 2011 will be the real "year of the mobile" remains to be seen, but what is indisputable is the fact that the mobile usage of the Web is growing and evolving. As it evolves, so does the mobile user experience, driven by advances in mobile device technology — from better browsers on basic mobile phones (or feature phones — remember the Motorola RAZR?) to the increased adoption of smartphones and tablets.
The term "Mobile Web" (although often criticized) is commonly used to describe accessing the internet using a mobile device. This definition is broad enough to cover everything from using a browser on a feature phone, to using highly customized apps on smartphones or tablets.
The old adage, "a picture speaks a thousand words" captures what user interface prototyping is all about: using visuals to describe thousands of words' worth of design and development specifications that detail how a system should behave and look. In an iterative approach to user interface design, rapid prototyping is the process of quickly mocking up the future state of a system, be it a website or application, and validating it with a broader team of users, stakeholders, developers and designers. Doing this rapidly and iteratively generates feedback early and often in the process, improving the final design and reducing the need for changes during development.
Prototypes range from rough paper sketches to interactive simulations that look and function like the final product. The keys to successful rapid prototyping are revising quickly based on feedback and using the appropriate prototyping approach. Rapid prototyping helps teams experiment with multiple approaches and ideas, it facilitates discussion through visuals instead of words, it ensures that everyone shares a common understanding, and it reduces risk and avoids missed requirements, leading to a better design faster.
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