Nowadays, almost everyone has at least one mobile device, and a large number of users use mobile devices to access the Internet. Therefore, mobile applications and web pages must be able to perform well on mobile devices. However, optimization on the mobile is not as simple as shrinking the web page, which involves a lot of user experience design content.
When all apps and web pages start to be optimized for mobile, the user’s requirements are getting higher and higher. Those companies that do not do well will naturally lose their advantage and gradually lose the market.
The mobile user experience is a combination of all aspects, and the user is looking for comfort, intuitiveness, and pleasure. This may sound no different from traditional web page optimization, but many traditional optimization principles may not be applicable for mobile devices. Let’s look at some optimization principles for mobile.
1. Understand user motivation
Before we start designing mobile apps and web pages, understanding user behaviour, and the motivation behind it. If we have already obtained a lot of statistics from the original webpage, we can use this data to analyze the user’s behaviour, see their most commonly used functions, understand what they are looking for, and understand their operating habits. These clues tell us what content is most important to the user. However, if we don’t have prior data, then the user survey is the only thing we can do.
2. Explicit use of the environment
The mobile environment is much more complicated than on a desktop device. The environment in which desktop devices are used is always similar, and users usually use the devices indoors and remain stable. The mobile environment can be anywhere, anytime. This is why it is very important to define the environment in which the application is used clearly. For example, for a map application, it may be used by the user while driving, so we may need to add a voice prompt. Such a feature may not be needed on a desktop computer.
3. Display the most important features and content
It is impossible to display content that was previously displayed on a 20-inch device on a mobile device with only a few inches. We must set priorities and decide what is important. The usual practice is to remove some features and content because analyzing the data indicates that users on the mobile side behave differently. There are some features that they use more frequently, and some features are hardly used. Obviously, we need to include the most important features of the mobile app.
4. Design an easy to use the navigation
Since the screen on the mobile device will be smaller, we need to design an easy to use navigation system. In general, a vertical layout is more advantageous than a horizontal layout. Depending on the user’s motivation to use the app, we may use some iconic interfaces instead of pop-up menus, because the mobile device does not easily trigger pop-ups. But no matter what, the most effective solution is the best, and there is no absolute standard. In short, we need to design an easy-to-understand navigation system that allows users to understand where they are and where they can be.
5. Keep a simple design
Simple interface design is a trend, and a complex interface design is not suitable for mobile. On mobile devices, simplicity is far more efficient and more effective than complexity.
6. Make full use of the characteristics of mobile devices
The mobile phone was originally used to make calls, but later smartphones have more features. But don’t forget that the function of making a call still exists, and we must make full use of this feature. Adding calls to apps and web pages can effectively increase our conversion rate. In addition to this feature, location, push notification, etc. are very important. Location helps us provide personalized recommendations and optimize our user experience. And push notification can help us attract users as much as possible and increase the time users spend.
7. Optimize the form to reduce the input
No one likes to fill out forms, especially on mobile devices. The reduced version of the keyboard is not so comfortable to press, and the complexity of the mobile environment is really bad. If the form is simple, things will become simple. There are many things that can be done: providing pre-defined options for user selection, changing input methods such as voice, providing default options, providing input correction, and more.
8. Design a friendly messaging mechanism
Mobile devices can receive a push notification, and this feature is essential. But popping up messages too often can be annoying to users, they will turn off permissions and even uninstall the apps. So we need to design this mechanism. Push notification must be timely and relevant, and a clear and effective message can reduce the user’s negative emotions.
9. Collect feedback and adjust
In this era, many things have become very fast, and things that performed well yesterday may become useless today. So we must constantly adjust and modify the app and webpage. It is especially important to provide users with a convenient feedback channel because there is nothing comparable to direct feedback from users.
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