M-COMMERCE UX FORCES YOU TO FOCUS Tuesday, May 19, 2015

One reason for the low conversion rate in m-commerce is the fact that users start the buying process on a smartphone and continue or finish it on a desktop (as discussed in last post). This behavior can be related to the fact that smartphones are used “on the go” (when people don’t have time to buy) or because the buying experience in the m-commerce space can be poor at times. Terms like “Mobile First”, “Mobile Only” and “Omni-Channel” must be viewed as strategies to minimize these points.   Mobile First Starting not too long ago, people have talked about “Mobile First”,…

One reason for the low conversion rate in m-commerce is the fact that users start the buying process on a smartphone and continue or finish it on a desktop (as discussed in last post).

This behavior can be related to the fact that smartphones are used “on the go” (when people don’t have time to buy) or because the buying experience in the m-commerce space can be poor at times.

Terms like “Mobile First”, “Mobile Only” and “Omni-Channel” must be viewed as strategies to minimize these points.

 

Mobile First

Starting not too long ago, people have talked about “Mobile First”, but with its popularization, the term came to be used in many ways

The definition of Luke Wroblewski consists of 3 affirmations:

  • Mobile is exploding
  • Mobile forces you to focus
  • Mobile extends your capabilities

Mobile Only

This concept comes as a trend for 2015. It’s considered as a natural evolution of Mobile first, where the efforts of UX strategies and Marketing are focused to mobile devices.

This concept can result in a bigger focus on mobile, increasing the quality of buying experience and its sales conversion for the mobile itself.

 

Omni-Channel

This concept states that all the channels of a brand (web, physical store, mobile and others) are integrated to support the consumer where he is.

This idea is in line with the current scenario where the users use more than one device to finish their buy experience.

These 3 concepts are allied to improve the user’s buying experience.

They mix the complexity of thinking UX with certain simplicity.

See the affirmation “Mobile forces you to focus”. From a designer’s perspective, one of the challenges faced is drawing in a screen where there is 80% less space than usual. In truth, this must be viewed as an opportunity to focus on what really matters: “Less is more”.

Other opportunity is seeing the use “on the go” as an ally to the UX strategy and thinking about the convergence between the communication channels (physical store, smartphone, desktop, tablet, television, radio …) instead of seeing them separately.

The most important thing is to recognize the behavior of your users and test simple hypothesis. So, you must check a trend and focus on mobile as a first screen, understand a pattern of using context with each device and conduct the user to a satisfactory buying experience.

Maybe this line of thinking demands much more time, effort, money, commitment … It probably does. However, there are methods that can balance it, as Lean. But, this is another topic to be discussed!

 

Resources:

Renata Frozza
Project Leader
ObjectEdge Brazil

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