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MOBILE CUSTOMER JOURNEY Hajrë Hyseni University of Hertfordshire Feb 2013Thursday, 14 February 13
CONVERSION RATE CUSTOMER ANALYSIS USER INTERFACE AND DESIGN DEVELOP PERSONAE Today MOBILE STORE VS MOBILE APPS ACTIVITY 3Thursday, 14 February 13
mobile conversion rate is just above >3%Thursday, 14 February 13
• Website not optimised for small screens WHY • Connections speed DON’T • Loading time CUSTOMERS • Sending users to non-mobile pages • No checkout options (reserve, cash on BUY? delivery, wishlist) • Privacy and security • No store locators providedThursday, 14 February 13
WHERE DO CUSTOMERS search START? idea purchase problem 5Thursday, 14 February 13
brochure pages Offers Where do visitors land? homepage Blog Landing pages product pageThursday, 14 February 13
ELEMENTS OF A CUSTOMER call to JOURNEY action checkout support competitorssearch StartThursday, 14 February 13
HOW DOES THIS AFFECT DESIGN • List the speciﬁc needs of your customers • Research what competitors do well or badly • Describe visitor “personae” • Deﬁne ways of converting visitors into shoppers • Deﬁne ways of converting shoppers into repeat shoppers • Draw out journeys for your customers • Look to remove any barriers to the mobile shopping experience • Add reassurance about common worries • Develop strong calls to action on mobile or web apps • Design navigation to make it easy to move the customer forwardsThursday, 14 February 13
EXAMPLE OF PERSONA FOR JEWELLERY • Karen is 21 and is engaged to be married • She wants to show her boyfriend, Gary, the types of wedding rings she really loves • She has not bought much from the mobile although she uses Facebook app a lot • She is a bit afraid of using her credit card on mobile • Karen wants Gary to spend a thousand pounds on a ring – he can afford it • She wants to let him make the ﬁnal choice so that it is a surpriseThursday, 14 February 13
LEARN TO DEVELOP PERSONAE • Develop 3 or 4 very different personae • Separate by age, job, motivation, needs • Consider their familiarity with the brand • Consider their needs and worries • Deﬁne their personal customer journeyThursday, 14 February 13
Synchronise services for every touchpoint e.g. iCloud Thompson (2013)Thursday, 14 February 13
Web App vs Mobile App • Appears inside the browser • Native on devices so enable enhanced • Accessible 99% of web-enabled devices functionality • Don’t need a user to download anything • Example is barcode and picture scanning • Detects the user’s device and • Apps can be more immersive automatically format content for optimal viewing.Thursday, 14 February 13
1. Chose a Web App or Mobile App 2. Discuss whether the customer journey reﬂects on companies products or services Activity 3. Add your results into your personal report/ﬁrst assignmentThursday, 14 February 13