This document discusses improving the mobile customer journey. It notes that the mobile conversion rate is only 2.3% and identifies reasons why customers may not buy from mobile sites like websites not being optimized for small screens. It discusses elements of the customer journey like search, idea, purchase, and support. Typical journeys involve entry, browsing, basket, checkout and engagement. The document provides tips for designing the mobile customer experience like understanding personas, removing barriers, and adding calls to action. It also compares using a mobile store vs a mobile app.

1. MOBILE CUSTOMER JOURNEY
Hajrë Hyseni
University of Hertfordshire
Feb 2012
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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 only 2.3%
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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 Basket Checkout 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 shopping
• Add reassurance about common worries
• Develop strong calls to action
• 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 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
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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. Mobile Store 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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13. 1. Chose a Mobile Store or Mobile App
2. Discuss whether the customer journey reflects on
companies target audience
Activity 3
3. Add your results into your personal report/first
assignment
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14. Thursday, 16 February 12

15. Thanks!
#MobBizUH
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