MOBILE CUSTOMER JOURNEY Hajrë Hyseni

University of Hertfordshire

Feb 2012

Thursday, 16 February 12

CONVERSION RATE

CUSTOMER ANALYSIS

USER INTERFACE AND DESIGN

DEVELOP PERSONAE

MOBILE STORE VS MOBILE APPS

ACTIVITY 3

Today

Thursday, 16 February 12

mobile conversion rate is only 2.3%

Thursday, 16 February 12

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, 16 February 12

5

WHERE DO CUSTOMERS

START?

problem

idea

purchase

search

Thursday, 16 February 12

Where do visitors land?

Offers

homepage

brochure pages

Blog Landing pages

product page

Thursday, 16 February 12

ELEMENTS OF A CUSTOMER

JOURNEY

search

checkout

competitors

call to action

support

StartThursday, 16 February 12

TYPICAL JOURNEY

Entry Browse Basket Checkout 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 shopping

• Add reassurance about common worries

• Develop strong calls to action

• Design navigation to make it easy to move the customer forwardsThursday, 16 February 12

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 web although she uses Facebook a lot

• She is a bit afraid of using her credit card online

• 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

Thursday, 16 February 12

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

Thursday, 16 February 12

vsMobile Store 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

Thursday, 16 February 12

1. Chose a Mobile Store or Mobile App

2. Discuss whether the customer journey reflects on companies target audience

3. Add your results into your personal report/first assignment

Activity 3

Thursday, 16 February 12

Thursday, 16 February 12

Thanks!

#MobBizUH

Thursday, 16 February 12