Improved Mobile Design Eliminates CX Challenges

Mobile usage is something that’s become a major part of our day-to-day lives. Our smartphones help us achieve a wide range of tasks. Whether it’s buying something via an ecommerce app, researching some critical information, or sharing status updates with friends and colleagues - we need and want our phones to be as responsive as possible.

That’s when a mobile customer experience (CX) can make or break things. Sadly, in many cases, they can negatively impact the user experience and cause a user to abandon a sale. A thoughtful, experienced mobile UI/UX designer is key.

tech-iot.jpgHere’s what you should think about when it comes to guiding your designer and working on you’re the mobile aspect of your customer experience program.

Focus on Context

Mobile phones or smartphones are meant for convenience. They are portals into a vast sea of information and according to Customer Think’s George Jacob, we generally use our smartphones in two modes: The Veggie Mode and The Terminator Mode.

According to Jacob, The Veggie Mode is when the user has very little to accomplish. This includes browsing through social media and various other things till the battery runs dead.

On the other hand, The Terminator Mode is when a user takes out his/her smartphone to achieve a very specific goal. Maybe they need to buy something or look for crucial bits of information, like locating a business on a map, or making a time sensitive bank transfer. This is where design complexity can become a problem and pose as one of many mobile CX challenges. 

Smartphones are, without a doubt, very convenient. But, they have limitations. For starters, most of them do not have the battery power to perform as we might like. Therefore, each extra hurdle, no matter how small or big, can interfere with a great customer experience or CX.


Listen to our recent Rise of Mobile podcast on SoundCloud. Also available on iTunes.

 Mobile design needs to be oriented towards helping customers meet their goals in a quick, efficient, consistent, and easy manner. That’s why mobile designers can’t afford to go wrong with eliminating the various CX challenges that users face.

Of course, there are bound to be challenges and compromises will be made. Even so, customer experience should always be prioritised.

Lookout for Feedback

When prioritising mobile customer experience, feedback plays a key role. Feedback helps designers keep a track of what customers expect and what their goals are. It eliminates the doubts surrounding what your most important stakeholders want.

After all, what any business should want to do is not stand in the way of their customers’ objectives.

When asked recently during a webinar on the Rise of Mobile, how many steps in a mobile checkout is too many, Steve Nuttall, CX Research Director at Fifth Quadrant simply answered back, “how easy can you make it.”

The goal of a mobile retail app is to present as few steps as possible and make the journey from point A to point B as painless as possible for consumers. Therefore test, test, and test some more.

Brad Arsenault

Written by Brad Arsenault

Brad is the Head of Marketing at Fifth Quadrant. For over 16 years he's worked across digital marketing and content production. He actively publishes content on LinkedIn and Medium.

Topics: multi channel CX mobile CX Articles & Insights

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