Five Tips on how to improve your Mobile User Experience.

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Mobile UX
5 Optimisation Tips
Lee Duddell
Internet World 2014

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Today…
Background
5 Tips to improving Mobile UX
3 things for next week
Q&A

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F o u n d e r o f W h a t U s e r s D o L t d
Lee Duddell
20+ years Digital UX
500k+ User Videos
Published 2014 Mobile Usability Report

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5 Tips are…
Based on REAL User Research i.e.
– what mobile users really do
o Based on CLIENT case studies
o NOT preceded with a chart showing exponential
growth
o Going to be emailed to you TOMORROW

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The 5 Tips
Get behind your data
Make Search work hard(er)
Support device switching
Navigation that makes sense
Focus in on Add to Bag
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TIP 1: Get behind your data
Does not reveal Why?
Get behavioural insight
75% 86% 92%
Basket Drop Out Desktop V MobileSingle product
search

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C U S T O M E R C A S E S T U D Y
Analytics will tell you part of the story

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TIP 2: Make Search work harder
o Menu navigation is difficult
o Prominent Search Box
o Type ahead terms are expected
o Check the result relevance/search logs
o Search for Product AND Service e.g. stores
o Granular filtering and sorting
Users IGNORE changing layout

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Why?
Because it’s hard to checkout
Because they think they are
missing something
of users start on a SmartPhone
& finish on a computer (Google Research)
TIP 3: Support device switching
67%

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Share browsing
Email product, basket or wishlist to myself

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TIP 4: Menus that makes sense
Not everyone gets hamburger menus
People who don’t work in your design
department don’t get iconography
Improves First Impressions
o as it looks easier to use

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TIP 5: Focus in on Add to Bag
Provide immediate feedback
Fat Fingering
Trust quickly eroded

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The 5 Tips
Get behind your data
Make Search work hard(er)
Support device switching
Navigation that makes sense
Focus in on Add to Bag
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5

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3 Things for next week
Try device switching on your site
When did you last test with mobile
users?
Join our LinkedIn Group: User
Experience Insights
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Q&A…

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Thank you
@whatusersdo