There are various approaches that fold mobile into the website development process, each with their own philosophy and benefits. However, the nature of mobile, specifically its requirement for simplicity, makes it a logical place to start when defining a digital customer journey that will form the basis for an entire project.
Rather than designing a digital experience for the desktop and cutting scope when later adapting it to a mobile canvas, mobile first means working the other way, defining what functionality is most important and which content should be prioritised.
The constraints of mobile, such as screen size and data speeds, force us to be more creative and focus more intently on what’s really important to our clients and their users.
In our experience, focusing on the attributes of mobile can bring significant improvements in overall online effectiveness. A focus on design and functional simplicity is required to properly leverage the physical form-factor of mobile, its immediacy and how it often only commands the user’s partial attention.
This focus sharpens the mind and encourages project teams to think about what the end-user really needs. In our experience, the simplicity and customer-focus that a mobile optimised website requires are the foundations of efficient and effective online experiences.
While the benchmarks that define good experiences continue to rise, information and experience will be consumed in ever more dynamic, contextual mobile channels. And as mobile is the channel most consistently at users’ fingertips, businesses and brands are increasingly defined by the quality and consistency of the mobile customer experience they provide.
It’s a logical place to start.
By Sam Crocker, Director of Digital at Bray Leino.
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