Mobile User Experience

Similar to user experience, the term "mobile user experience" is used to describe the experience that the user has when using a mobile service, such as a mobile website or an app.

Definition

The term mobile user experience encompasses the entire perception and feelings that the user of a mobile service has before, during, and after it. This can lead to very different experiences, because while one person visits the page or app with a small smartphone model, another person has a large display e.g. on a tablet. In addition, the various models of mobile devices have very different functions, such as wiping gestures, data entry or the orientation of the display. This video shows an introduction into the topic mobile user experience.

Aims of the Mobile User Experience

If the Mobile User Experience is specifically improved, users will find the use of an app or a mobile website to be positive. This increases the likelihood that they will use them repeatedly or even regularly. If, on the other hand, the existing web design of the normal website is only adapted to the smaller display, this will in very few cases meet the expectations of the users.

Elements of a positive Mobile UX

In order for the mobile user experience to be positive, web designers must pay attention to different aspects. If the user uses an app or a mobile website, they want to reach a certain goal, e. g. to place an order, obtain information or be entertained. The functionality must therefore be designed in such a way that the user can satisfy his needs as quickly as possible. The functionality is supported by a mobile design. Here it is particularly important to increase mobile usability. Typical measures in this area are:

  • Concentrate on the functions that are most important for mobile users (e. g. train timetables and online ticket booking before information-only offers)
  • Offer functions that are only useful for users of mobile devices (e. g. a barcode scanner)
  • Optimize the most important features and content for mobile devices
  • Put all functions and contents in a sensible order and structure
  • Link to all important functions directly from the start page
  • Ensure the shortest possible distance through navigation (maximum of three clicks/fingertips)
  • Design navigation elements so that they can be pressed precisely with the finger provide the navigation with self-explanatory, clear buttons.
  • Adapt texts to smaller display sizes and make them more compact correct scaling of images
  • Do not make a direct copy of the actual website with reduced functionality note both the horizontal and vertical orientation of the display of mobile devices
  • Simplify data entry by eliminating or minimizing the need to fill out forms
  • Provide auto-complete and spelling correction
  • Do without technologies that are not supported by every end device (e. g. JavaScript, Java, Flash or Frames)

Significance for Mobile Marketing

In mobile marketing, the success of an app or mobile website depends on the Mobile User Experience. If he/she makes bad experiences, is not accompanied to the goal or the app does not work correctly, he/she cannot be transformed into a regular user or a customer. In the worst case, such a disgruntled customer can even damage the company even more, namely if he or she rates the app in the Apple AppStore or Google Play as negative and thereby reports his or her own experiences to other users.

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