MOBILE CUSTOMER JOURNEY Hajrë Hyseni

University of Hertfordshire

Feb 2013Thursday, 14 February 13

CONVERSION RATE

CUSTOMER ANALYSIS

USER INTERFACE AND DESIGN

DEVELOP PERSONAE

MOBILE STORE VS MOBILE APPS

ACTIVITY 3

Today

Thursday, 14 February 13

mobile conversion rate is just above >3%

Thursday, 14 February 13

WHY DON’T

CUSTOMERS BUY?

• Website not optimised for small screens

• Connections speed

• Loading time

• Sending users to non-mobile pages

• No checkout options (reserve, cash on delivery, wishlist)

• Privacy and security

• No store locators provided

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5

WHERE DO CUSTOMERS

START?

problem

idea

purchase

search

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Where do visitors land?

Offers

homepage

brochure pages

Blog Landing pages

product page

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ELEMENTS OF A CUSTOMER

JOURNEY

search

checkout

competitors

call to action

support

StartThursday, 14 February 13

TYPICAL JOURNEY

Entry Browse Buy Share Engage

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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 surprise

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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 journey

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Synchronise services for every

touchpointe.g. iCloud

Thompson (2013)Thursday, 14 February 13

vsWeb App Mobile App• Appears inside the browser

• Accessible 99% of web-enabled devices

• Don’t need a user to download anything

• Detects the user’s device and

automatically format content for optimal

viewing.

• Native on devices so enable enhanced

functionality

• Example is barcode and picture scanning

• Apps can be more immersive

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1. Chose a Web App or Mobile App

2. Discuss whether the customer journey reflects on companies products or services

3. Add your results into your personal report/first assignment

Activity

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Thanks!

#UH5BUS1066

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