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Follow the conversation #janrainlive

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“Mobile First” and “Mobile Only” present marketers with new challenges

Source: comScore

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Global mobile data traffic grew 81% in 2013

Total number of mobile devices grew to 7 billion

In 2013

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Consumers spend

of their time online

on mobile devices.

37%

Source: comScore

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Nearly 45% of millennials (ages 18-29) use their mobile devices for most of their online browsing

Source: Pew

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51% of all African-Americans & 42% of Latinos use their mobile device for most of their online browsing

Source: Pew

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If your content doesn’t exist on the mobile screen, it doesn’t exist at all.

- Karen McGrane

Source: Harvard Business Review

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It’s a challenge to achieve Marketing Continuity across all channels and platforms

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Consider…

90% of users switch between devices to complete a goal

Source: Mobify

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THE FOURGUIDING PRINCIPLESOF MOBILE LOGIN

Less is MoreUI and UX

are ImportantFingertips

are BigProvide Value

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Simplify, minimize and reduce requirements for user input

whenever possible.

1. Less is More

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1. Less is MoreSimplify, minimize and reduce requirements for user input

Typical checkout conversion rates:

• 3% on mobile

• 28% on a desktop

Source: SeeWhy

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2. UI and UX are Important

Challenges in Mobile UXMistake Intolerance

Desktop-Oriented UX

1 + 1 ≠ 2 with Mobile UX Problems

The Login Barrier

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2. UI and UX are Important

Mistake Intolerance

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Desktop-Oriented UX

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2. UI and UX are Important

Mistake Intolerance

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Desktop-Oriented UX

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• Avoid text links • Use buttons or delineated

spaces• Think fingers (not cursors)

while designing• Avoid clutter• Strip away the unnecessary

3. Fingertips are big

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It’s your job:• Identify value you can offer• Provide that value• Articulate it at registration

to encourage conversion

4. Provide Value

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MOBILE BEST PRACTICES

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1. Use On-Device Credentials

Leveraging credentials already stored on-device authenticates consumers faster, and with fewer steps.

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2. One-Time Login

A good login experience means never having to do it again! Registration and login should occur the first time you launch the app, but never again.

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3. UX and UI Best Practices

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Be frugal with your copyAvoid excessive text blocks that crowd the screen and force additional scrolling.

3. UX and UI Best Practices

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Eliminate Nonessential User Input

Require Less Data for Account Creation

3. UX and UI Best Practices

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Eliminate Nonessential User Input

Accept Data Without Pre-Population

3. UX and UI Best Practices

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End Keyboard Bullying!

3. UX and UI Best Practices

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4. Communicate Value Exchanges ClearlyTypical reasons to login or create account

1. Easier, faster experience with social login

2. App will remember you for next time (what you did, saved, etc.)

3. Sync with account preferences or permissions (from existing account or desktop)

4. Access to exclusive content on mobile

5. Seamless commenting or messaging

6. Complete purchases and checkout faster (with data from an existing account)

7. Personalized recommendations

8. Special offers, discounts or promotions

9. Easier / faster to enter contests or giveaways

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Here are a few ways you can pursue additional information after initial registration:1. Interstitial screen when a user moves to

other areas of the app

2. Additional requests at the start of future app visits

3. Gather from the desktop and other touchpoints

5. Gather Data Progressively

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If you have multiple apps on a single device, make sure they can leverage a shared identity.

Amazon does this now on Android with Kindle, Amazon Mobile, and Amazon MP3

Cross-App Single Sign-On

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7. Native to HTML Single Sign-On

Some apps leverages a combination of native and HTML components (like Quora, for example). The User’s credentials must move from the native app to the HTML layer seamlessly.

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Turn an anonymous interaction into relationships with your customers.

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Examples in the wild…

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Amazon Cross-App Single Sign-On for Android

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New Zealand Herald communicates value props

Save and view later across devices

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New Zealand Herald communicates value props

Save and view later across devices

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Whole Foods syncs grocery lists and more

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Dr Pepper optimizes on mobile web

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Thank you!