Understand key elements of the mobile customer journey when building new or improving mobile applications for your business.

1. MOBILE CUSTOMER JOURNEY
Hajrë Hyseni
University of Hertfordshire
Feb 2013
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2. CONVERSION RATE
CUSTOMER ANALYSIS
USER INTERFACE AND DESIGN
DEVELOP PERSONAE
Today
MOBILE STORE VS MOBILE APPS
ACTIVITY 3
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3. mobile conversion rate is just above >3%
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4. • Website not optimised for small screens
WHY • Connections speed
DON’T • Loading time
CUSTOMERS • Sending users to non-mobile pages
• No checkout options (reserve, cash on
BUY? delivery, wishlist)
• Privacy and security
• No store locators provided
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5. WHERE DO
CUSTOMERS
search
START?
idea
purchase
problem
5
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6. brochure
pages
Offers
Where do visitors land?
homepage
Blog Landing pages
product page
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7. ELEMENTS OF
A CUSTOMER
call to JOURNEY
action
checkout
support
competitors
search
Start
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8. TYPICAL JOURNEY
Entry Browse Buy Share Engage
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9. 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 forwards
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10. 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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11. 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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12. Synchronise
services for every
touchpoint
e.g. iCloud
Thompson (2013)
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13. Web App vs
Mobile App
• Appears inside the browser • Native on devices so enable enhanced
• Accessible 99% of web-enabled devices functionality
• Don’t need a user to download anything • Example is barcode and picture scanning
• Detects the user’s device and • Apps can be more immersive
automatically format content for optimal
viewing.
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14. 1. Chose a Web App or Mobile App
2. Discuss whether the customer journey reflects on
companies products or services
Activity
3. Add your results into your personal report/first
assignment
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15. Thursday, 14 February 13

16. Thanks!
#UH5BUS1066
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