A post by Sarah GEOFFROY, MSc student in Digital Marketing @KEDGE Business School.
This isn’t a scoop, the last ten years have been marked by the rise of the smartphone and the product has developed a digital environment in itself. Yet today, brands do not always know how to optimize their presence on this medium. Between application or responsive website, it is not always easy to choose. The consumer has also changed and now it’s the customer experience that predominates, especially as according to Médiamétrie eStat study in 2014, 38.7 % of the audience of the web in France comes from smartphones and tablets.
But how to create a successful mobile experience for consumers?
Here are 5 routes to explore:
1) Focus on simplicity
One of the greatest interests to use a mobile or tablet is its simplicity. The principle itself is a mobile application to make life easier for users. So, put yourself in their shoes! Stylish design and going to the essential are very important points. The information must be clear and concise. This way, the user isn’t deceived and can quickly use the application.
2) Propose relevant features
Needless to drown the user in an excessive amount of choice. Better leverage features perfectly suited to mobile use. A mobile application has to offer just enough features to meet both the requirements of simplicity and efficiency but also to remind the website. This will allow users of the site not be lost when they use the application.
3) Customize the content
The trend is towards customization in all areas and the mobile experience is no exception. The proximity that users have with their mobile should allow them access to a unique experience through personalization of content. Nevertheless, careful not to go overboard, we must balance the level of customization.
4) Limit the weight of the application
Today there are a multitude of applications. Mobile storage capacity is limited and some users may reluctant to download applications due to their weight. An application that requires little space will be more easily installed and, what is more, will return that image of simplicity to the consumer.
5) Put the fun in
Using your mobile is an act in itself rather nice, you can take it everywhere with you, relax on the couch while consulting it etc… Therefore, if a mobile application is not functional or boring in content, it will not be used. We must look after the design: do not bet everything on a completely refined style. A few colors, pretty simple, neat images, short videos and easy to watch brighten the user experience.
And now it’s your turn!