The main evolutionary progression from previous Mobile March conferences was probably highlight of mobile as one of business and marketing “parts” rather than its own entity. “There is no mobile marketing, there is just marketing…”
Gone are charts of explosive adoption of mobile devices (almost ;-)) at the same time as business objectives, integration with other channels and customer research take more slides in the presentations. Mobile took its rightful place among other tools in modern marketing tool-set -tools which unique capabilities can now be included into an overall marketing strategy.
Another interesting note from the conference: attendees lamented that few people use QR codes, but printed agendas were much more popular than QR codes leading to agenda among… mobile marketers and developers 😉 Why? Paper agenda is just so much more convenient!
Several presentations also paid tribute to “minimally viable product” in application to the mobile projects , what makes complete sense; mobile is just part of business.
A few points from the conference:
- Four key principles of Mobile User Experience
Phones are rarely shared; when a person shows a mobile phone to another, it is usually shown in hand, and not given away. When anybody takes a phone from a user (to make a payment) it does not feel comfortable
Assume privacy and ownership (password does not need to be hidden; but an option to do it helpful)
Too easy payments are uncomfortable for consumers – they feel too easy. The user needs to know when the transaction happened.
Tablets are more likely to be shared, but there is a primary owner (tablets are a household device)
- Screen size implies user’s taste and also where user is using the device
In most cases, when we are using a mobile device we are waiting; we are not performing “big important tasks” – we are not completely engaged in the activity. We would not watch the entire movie on the phone, but more likely on the tablet. Similar relationship is observed with the spreadsheet
Phone: maybe check a number
Tablet: maybe make a few corrections, but unlikely to create a new formulas, etc.
Computer: major spreadsheet work
We need to understand what is the user’s main relationship with the screen – what is the context?
- Mobile interfaces are truncated, other interfaces are not
Long-form tasks are inconvenient on mobile. Mobile is better suited for data collection than data entry. Ideal approach is to instruct the device “to collect” data and leave it working (the jogging route, etc.)
Magic is the “killer feature”
Listen to your customers… but don’t. Do one thing exceptionally well. Create experiences people want, but not necessarily asking for.
Thinking about a problem to solve: what is the single feature that you can make and make it “amazing” from the user’s perspective. “Let us do one awesome thing”
Why people photograph food and not scan QR codes? When you scan QR code, the interaction is starting, when the food if photographed, it is ending.
“Mobile is a little window in the big world”
- Design for mobile platforms – the big ones
Web app – a web site that looks like an app. People expect to find web sites when they use a browser… web sites should not look like an app.
Mobile apps – native apps should be about hardware (using native sensors of the device in the app). You don’t need an app if you don’t have a problem that only an app can solve.
Wrong approach: We want to do mobile strategy!
Right approach: Let us do a “grand experiment” first; let us do something simple and measure its impact.
- Continuity is the new consistency. Netflix – there is continuity, but the experience on each device is different from the other – it is specific to the device and the circumstances where/how the device is being used. What does the person wants to do the most during that time using a particular device?
- Mobil apps: performance is important – but it is important how fast it appears rather than how fast it is. A loading screen can show earlier pre-loaded images during the loading process, etc.
- Interactivity myth: people do not like “interactivity” on the “big screen,” however, people are happy to use “companion devices” while watching TV.
- Bob Schukai, Global Head of Mobile Technology at Thomson Reuters said that he started his new job in a new company with a statement of everything that was wrong. For many businesses his 12 page approach might be excessive, but the idea is fabulous – and a wonderful opportunity to track obstacles and successes.
- Bob uses external agencies – the main benefit of external agency is their experience working with variety of clients.
Below are interesting videos promoting apps. Apps need to be promoted as products, and many people don’t use apps more than just a few times. If you are promoting a free app… how does it help your business? 😉