Moving to Mobile
Let’s start with some stats. Over the last year m-commerce has accounted for nearly £123million worth of goods sold in the UK and this is predicted to double by 2013 to £275million (eBay & Mobile Marketing Association 2010). According to GSMA & ComScore report from August 2010, 4.2 million consumers are visiting retailers’ websites using the mobile internet. Could this finally be the year of mobile?
Let’s start with some stats. Over the last year m-commerce has accounted for nearly £123million worth of goods sold in the UK and this is predicted to double by 2013 to £275million (eBay & Mobile Marketing Association 2010). According to GSMA & ComScore report from August 2010, 4.2 million consumers are visiting retailers’ websites using the mobile internet. Could this finally be the year of mobile?
The increase is in no small way thanks to the ubiquitous Apple iPhone. Although other Smartphones are now on the market it’s the iPhone that really set the ball rolling. The phones themselves are now able to provide rich media experiences to users all delivered over faster networks. There are already a number of retailers who have started the move into the mobile arena by launching iPhone Apps – some work well, others less so.
So, with a focus on the iPhone application, what do you need to think about from a user experience point of view when designing your iPhone app? Here are some things to think about:
1. Think about the users context Using mobiles is very different from using desktop computers. More often than not, users are out and about where the mobile is used as a time-filler (sitting on a train, waiting in a queue etc). The app must help get the job/task done quickly and efficiently.
2. Keep it really simple and focused Browsing on a small screen can still be tricky. Keep your app really streamlined and make sure that you’re always helping the user accomplish their task. Remember that every tap counts (I’ve heard this referred to as the tap quality). Does it make sense to put your entire catalogue on to the device? This is an opportunity to deliver highly personalised, highly relevant content to your users.
3. Mobiles have a different interaction style to desktop computers The gestural based nature of the iPhone and iPad requires a different way of thinking about user interaction. Even the fact that they are handheld poses design problems and challenges. So while your website app may render well on the iPhone it does not mean that it’s necessarily easier to use.
4. On mobiles bigger is better Make the calls to action really clear. It may sound odd to use bigger graphics than normal on a smaller screen but this is what’s needed. Generally speaking, the larger the target object, in this case the button, the easier it is for user interact with it. On the iPhone buttons are set to a depth of 44 pixels (I understand that after testing, this was the optimal depth!).
5. Keep form filling down to a minimum Filling out forms is a pain at the best of times let alone trying to complete a form on a handset. Consider ways that you could reduce the amount of typing a user needs to do. PayPal mobile express gives users a chance to set up a unique PIN id which speeds up the purchasing process and keeps typing down to a minimum.
6. Think about security How do your customers feel about purchasing via mobile? Is it something your audience would consider.