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Understand key elements of the mobile customer journey when building new or improving mobile applications for your business.
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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
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
Thursday, 14 February 13
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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