User Experience: 4 Tips to Embrace Today's Mobile-First Mind-Set

Given the fact there are now more mobile devices on the planet than there are human beings, it should be obvious that how your brand engages should be evolving. Consumer expectations are changing and your mobile engagement strategy should evolve too. 

Consumers expect fast, relevant, and frictionless mobile interactions. Businesses that embrace this reality will grow. Those that don’t will shrink. It’s just that simple.

Of the 324.7 million Americans , 219.8 million will likely be using a smart-phone in 2017. Here’s what Forrester Research says smartphone users expect when interacting with your brand: 

• 59% expect mobile-friendly websites and are frustrated/annoyed when they are not
• 43% expect businesses to have a mobile app
• 90% of their time on a mobile device is on an app
• 85% prefer apps because they perceive apps to be more convenient, faster and easier to browse

Successful marketers guide users from moment to moment. They build personal customer experiences that address immediate user needs. And they provide users exceptionally smooth experiences at critical moments. 

​Want to give your customers mobile ‘moments’ they’ll crave? Here are 4 tips to start your journey: 

1.) Focus on Core Functionalities

Focus on each moment your customer experiences and create mobile functions that make each moment frictionless – gently moving customers through their journey. To do this, companies and developers must accept the natural differences (limitations) that exist between desktop and mobile and design accordingly.

• DO - incorporate functions that are user intuitive and work exceptionally well 
• DON’T - force functions that mobile devices simply can’t deliver well

2.) Understand and Amplify

Know what user want out of your app and amplify those features. Refer to tip #1. Focusing on core functionalities that your user wants and needs ensures that your mobile experience stands apart. 

• DO – focus on core functions that users want, need and expect
• DON’T – muddle your user experience with unwanted or poorly performing functions

3.) Get Personal

Mobile devices are our constant companions – most are never more than 3-feet away. Incorporating personalization into mobile messaging via an app has a significant effect on engagement. One study revealed a 200% increase in conversions over the use of general messaging. 

• DO – use context, location, behavorial and psychographics into consideration
• DON’T – blindly blast personal messages out of contest with the experience you are providing

4.) Focus on Your User

App developers are human too. It’s easy seek what would be fun to develop, rather than focusing on what’s most important to your specific target audience. The ability to develop a function doesn’t necessarily mean that cool, new function belongs in your mobile experience. Put yourself in your users' shoes. Think about their journey and refine each function to streamline every moment. 

• DO – put yourself in your users shoes and measure every moment on that scale
• DON’T – incorporate new functions simply for the sake of ‘cool’

​So where do you start? Grey Partners can help. Click or call today.

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​Chris Lowers is a frequent blog contributor helping us better understand the technology that drives our ever-evolving world of marketing communication. He is the founder and president of Grey Partners, a full-service advertising firm. 

​When he isn’t building strong brands, you’re most likely to find him and his girlfriend Julie training for their next triathlon, relaxing on a mountain trail or traveling someplace warm and sunny.