IBM Global Business Services

White Paper

Cross industry

Creating a Compelling
Mobile User Experience
Introduction
Highlight:

The mobile channel is the most

personal touch point of your brand, so
understanding how to differentiate your
offering involves first understanding what
your audience wants.

Find the right balance of functionality and

simplicity. User expectations are high yet
the most successful mobile apps happen
to be the ones that do only a few things,
but do them extremely well.

Relevance, context and innovation are

key and a good design approach is as
fundamental to a great user experience
as it ever was.

Organisations with a true multi-channel

approach and business alignment create
a more rewarding and engaging brand
relationship.

The total number of smartphones that were sold in 2011 is forecast

at nearly 500 million, with that number due to double to one billion
by 2015 according to the IDC.1 With over a million apps available
to download across the different app stores2, plus an ever-growing
number of mobile optimised websites already out there, consumers
have a massive choice and little patience for products that dont deliver.
In a market where quality and performance always come before brand
loyalty, the competitors app is only a tap away. So how can a business
make its mobile offering stand out from the crowd and more
importantly, beat the competition?
What does it take to become successful and why do consumers seem
to embrace certain offerings when most fall by the roadside? The one
fundamental differentiator that has become key is user experience
how people feel and think about the effectiveness of your offering.
Knowing how to create a great user experience involves understanding
many factors, from human behaviour and interaction design to an
appreciation of the technical constraints that mobile brings.
Building on IBMs approach for modern website design practice,
this paper looks beyond the mechanics of conventional web design
to identify the differentiating factors for a good mobile offering.
Specifically, this paper concentrates on mobile experience through
smartphones and tablets, including bespoke apps and mobile browsing.
Through the combination of a user experience design approach and a
solid understanding of new mobile interaction models, IBM Interactive
enables businesses to create a unique mobile offering that acts as a
powerful differentiator against competitors.

Mobile user experience design

Creating the right feeling
User experience is what a person feels about the relevance
and effectiveness of the digital solutions they interact with.
From a customers initial awareness of the solution to its end,
user experience is about the meaningful aspects of how people
see, hear, and touch it. This means the focus is on how the
customer enjoys and perceives value when interacting with a
system. Its about making solutions easy to use, valuable and
effective for people.
Organisations need to design their solutions as holistic end
user experiences of their brands taking into consideration the
application of marketing, branding, usability and aesthetics.
The mobile channel is probably the most personal touch
point available to your brand.
Differences between mobile design and traditional
web design
Although designing for mobile devices shares many of the
same disciplines required for traditional web design, there
are distinct differences that can make or break a successful
mobile offering. Perhaps the biggest of these is that mobile
design needs to be just that uniquely mobile. This means
a focus on what mobile can do well, its portability and the
circumstances in which the users interact, taking into account
their needs instead of simply serving up technical solutions.
Mobile experiences shouldnt be a carbon copy of a web
offering. They need to deliver new ways for users to interact
with information and be sympathetic to the context in which
it will be used. This contextual understanding is easier said
than done as it is complex and involves understanding human
relationships, people, places and the things around them.

Both mobile and web designers work in a rapidly evolving

field that shares similar development tools and processes,
creating a user experience that must exist within the
constraints of the technology. When using a computer to
access the Internet users are typically in a more predictable
setting, for example sitting at a desk, and have a larger viewing
screen and more traditional input methods. Mobile devices
tend to be the opposite, where youre faced with a small
screen, limited input methods and in a highly variable
context and environment.
When we use our mobile phones we are more prone to
interruptions than when we are sitting at a desktop. A good
design approach needs to account for the partial attention
of the user and the interruptions they are likely to face.
It needs to reduce the cognitive load and allow things to
be as straightforward as possible. The user interface can
take up the entire screen, so where designers can annotate
expectations in the web world, options in mobile have to
be very apparent. A mobile experience should guide people
through information quickly and promote interaction and
exploration.

User experience themes for mobile

IBM Interactive has identified eight key user experience
themes for guidance when designing and developing mobile
channel user interfaces. These are defined and representative
of a careful blend of renowned usability heuristics, IBM
mobile user experience design methods and the concepts of
emotional design.
Embedded in the themes are the tenets of the users
emotional journey:

the first impression the instinctive reaction to the design;

its aesthetics, touch and general feel
the usage of the functional solution; the ease of
understanding, conducting and completing the application
corresponding to its intended purpose
the enduring impact; the users continuing feelings and
perceptions of the solution.

The themes are an IBM Interactive point of view used

to explore and address, in detail, both the emotional
and technical dimensions related to modern, smart and
successful mobile customer experiences. They also comprise
the framework for the IBM Interactive mobile assessment
method.

and provide a compelling experience. Equally, your offering

needs to be relevant to your business objectives. Once youve
fully understood your users wants and needs, you should
map these against your business objectives. Where these
two elements connect is where you should concentrate
your efforts.
The world of mobile offers unique opportunities to introduce
new ways of doing things, from finding a local restaurant to
making a payment and even arranging a taxi home.
Companies that successfully match the users goals to the
device capabilities can offer relevant content that aligns with
factors such as the users location, identity, usage history,
social network or time of access. This will create a more
personalised and more relevant user experience that will
appeal to customers and develop a connection with them.
Before a mobile device is able to capture and use data such as
location, the user must first give their permission for it to do
so. Typically, this will only be granted if they see value and
understand why such data is required. To gain this trust,
companies must be transparent and genuine about how they
intend to use the data. It is imperative that you explain clearly
and contextually the reasons why you require any personal
information from users.

These themes provide practical support for insightful

exploration on the potential of any mobile user experience.

Always be relevant
Before embarking on any type of digital venture,
its worth considering why and how your digital
product will be used. The most basic questions
here are also the most important: are you going to offer your
target users something they actually want? If so, is there real
value in delivering it as a mobile solution as opposed to
sticking to a traditional web offering? In other words, is your
mobile proposition useful and relevant to your target
audience?
Relevance is a key factor to the success of any customer
experience - its imperative that users can see a reason to
adopt and engage with your offering. Only by having clear
knowledge of your target audience and understanding what
theyre looking for will you be able to meet their expectations

In the end, your mobile offering should contain the right

content in the right way and at the right time in your users
journey.

Keep it simple
Smartphones tend to be used in a very task
focused fashion, from simply sending a text or
checking an email to booking a flight. This usage
usually occurs on the move, in short bursts and at a fast pace
all factors to consider when designing a mobile experience.
More than on any other platform type, the goal should be to
minimise any virtual friction points and empower users to
perform the tasks they want quickly and easily, without
making them jump through lots of hoops.

This starts with the user interface, which needs a more

delicate approach than traditional web design. Considering
constraints such as limited screen size, the user interface
needs to be clean, free of clutter and easy to use. One key
question to ask is whether the user will be able to navigate
and use an application without instructions. This is known
as discoverability - users do not want to have to think about
what theyre doing; they just want to be able to do it.
Intimately linked to discoverability is prioritisation of content.
The more options you show a user, the more you make them
think and the less they will actually do. A good mobile
designer will prioritise whats important and remove any
unnecessary elements that can get in the way of the task
at hand. This will often mean trade-offs: the most important
factor in deciding which trade offs to make is to remember to
be relevant to users needs as well as your business objectives.
Its also advisable to provide contextual, proactive guidance
that helps users make good decisions. For example, use clearly
labelled and logically positioned buttons that guide users
through the different stages of their journey. Here you should
design for the most common user journeys while using
techniques of progressive disclosure to handle exceptions.
In summary, every aspect of the user interface design must be
justified; anything that doesnt need to be part of your mobile
offering shouldnt be. Even if you think a feature is essential,
reconsider if it really is. Its no coincidence that the most
successful mobile apps today are the ones that do just a few
tasks extremely well. Simplicity, efficiency and elegance can
set you apart from the competition.

Build richer experiences

Keeping things relevant and simple doesnt
mean that a mobile proposition should lack
impact, features or that all important wow
factor. In fact, creating a rich experience that delights and
connects with users is potentially one of the most important
differentiators in a very crowded and competitive market.
The level of richness a user experience has will naturally
depend on the purpose of your offering, user expectations and
your business objective. However, one thing is certain, there is
often little or no point in providing static content as users
now expect a desktop-like experience on their mobile devices.
Dynamic, up to date content, smart transitions, use of video,
images and audio can all help deliver this. However, these
should not be relied upon on their own or over used to the
point where performance could be compromised. Its actually
when you combine these elements with the portability of
mobile and native device features such as built in GPS,
compass, camera and Near Field Communications that things
get interesting. Mobile, more than any other platform, has
heightened expectations of solutions that integrate with native
applications.
User engagement can be made more compelling through the
intelligent combination of what your app or mobile site can
offer with applications and data already on the mobile device.
For example, users expect to be able to add travel dates and
details into their mobile devices calendar as part of the
booking experience, or to directly link to Google maps for
directions when looking up a business address. But an end
goal here also has to be to make the experience as seamless as
possible for the user.

Think innovation
The mobile revolution not only offers consumers
new ways of doing things, but also provides
companies with opportunities to be innovative
and creative. These are all vital elements in building a mobile
brand and establishing differentiation from the competition.
Breaking new ground by introducing functionality and
features that take advantage of the opportunities mobile
brings should be aspirations that are inherent in any forward
thinking mobile strategy.
These innovations must tightly align with business objectives
while at the same time addressing a real customer need or
benefit and should never be technology for technologys sake.
The goal is to enhance the user experience by making it more
convenient and efficient for the user to get their task done.
It must address the Whats in it for me? factor.
Innovative apps often use native device features like location
and direction services based on the GPS and compass
technology, creating augmented reality applications that make
use of video camera or motion detection for interaction.

Knowing what competitors are doing helps to differentiate

your offering from theirs, but also its crucial to look outside
of your industry. Look past your competition to draw
inspiration and seed ideas that surprise and delight your
audience. Comparing the best mobile experiences around
while keeping on eye on what your customer needs helps
you to stay ahead. Just be aware of the continually developing
context of the modern, mobile, always on and socially
connected lifestyle.

Optimise content for mobile

Designing for mobile devices is always a trade-off
between simplicity and functionality. On one
hand theres a desire to create feature-rich
applications that users find seductive and that make the most
of the technology. On the other hand, one must consider
constraints such as screen size, input method, bandwidth,
connection speed and even power consumption, so as to
ensure optimum performance and ease of use. Other factors
that need to be considered are which devices or operating
systems to support and what the development and
maintenance costs will be.
Performance is a key factor; users want to access information
fast. The design needs to consider and adapt to the constraints
and make every pixel count. Its a case of thinking big by being
small and making the most of the opportunity to connect with
your audience in a dedicated way. Remember that mobile is
about location, specifically where the mobile user is at any
given moment.
A successful approach will be one that keeps the mobile context at
the forefront, ensuring that at each stage of the development
process, performance, usability and relevance are repeatedly
measured and refined. This means taking an approach that
balances recognised usability heuristics with the need for rich
mobile functionality.

IBMs Seer app at Wimbledon - augmenting the view with live

scores and more

The end-to-end experience

A well thought through mobile solution needs to
fit in with your overall digital strategy, providing
a continuous and seamless user experience. This
means that the content and functionality that are delivered on
each of your channels must be in line with what customers
actually want to do at that point in time. Establishing such a
multichannel fit can only happen if there is organisational
alignment on a strategy that maps to customer needs.
Consider and design every aspect of the customer experience
as fully integrated; from devices to all digital touch points, to
real world contact with your brand. Users should be directed
to the channel thats most appropriate to their needs and will
expect consistency between their digital channels accessing
the Web but accept their mobile experiences to be balanced
for optimal performance.

Be more social
Mobile devices are at the centre of how people
communicate with their circle of friends and
colleagues, whether by phone, text, email or
increasingly, through accessing social networking sites.
We have seen a dramatic rise in the number of people using
social media while on the move. Mobile usage is now fuelling
the popularity of social networks. Facebook alone claims
that 350 million people access their accounts via mobile,
performing a range of activities from posting comments
and blogging to uploading images taken on their phones.
This represents a shift where mobile users now
spend more time on social networks than PC users do.

Businesses need to understand how to fit into this socially

connected world and create opportunities that can drive
revenue by building tighter bonds with customers. Add value
to your digital propositions by having a seamless integration
with the way your potential customers engage with one
another and become part of the conversation by allowing
them an open voice on your digital channel.

Smart evolution
The catalyst for change can come from any
direction - advances in technology, new industry
trends, differing business requirements and last
but not least, feedback from your users.
Having the ability to respond to such changes and make
improvements to your mobile proposition is a critical factor
in an age where consumer expectations are higher then ever.
Listen to your users and be able to respond quickly to their
feedback and their needs. Keep them happy and engaged by
creating an agile deployment strategy, introducing new
features as they become ready.
Most mobile users are accustomed to receiving the benefits
of the latest technology and are increasingly willing to
experiment with it. If bugs or security flaws are found,
release fixes immediately to correct them, making sure
to be clear about the new features youve implemented,
the bugs that youve fixed, and whether or not youve fixed
any security issues.

Bringing it all together

The eight mobile user experience themes described must
be applied in concert to truly deliver on a compelling user
experience for the mobile channel. IBM Interactive has
specifically tailored its user centric design approach to ensure
that these themes are all front and centre in our thinking as
we design and deliver mobile solutions for users.

For further information about how we can help you in a

Mobile world, please contact:
Gareth Mackown
Mobile Lead
IBM Interactive UK
[email protected]
+44 (0)7734 325690
Ali Al-Shakarchi
User Experience Architect, Digital Strategist
IBM Interactive UK
[email protected]
+44 (0)7500 786040
Brian W. F. Peaston
User Experience Architect, Creative Director
IBM Interactive UK
[email protected]
+44 (0)7802 750503

Sources:
Our approach always starts with the needs of the user and
works from there, but there are a number of other
fundamental questions that impact an organisation when
designing for mobile e.g. device choices, development
platforms, native app versus Web debate. Our full mobile
visioning and strategy approach brings the needs of the user,
business and technology together to ensure the development
of a strategy and solution that delivers for all.

1. IDC, Worldwide Smartphone Mobile OS 20112015

Forecast and Analysis, Doc #232163, December 2011
2. Distimo, Full Year 2011 publication, December 2011 http://www.distimo.com/blog/2011_12_distimo-releases-fullyear-2011-publication/

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