I was recently asked to provide insight for a dealer portal for a very large automotive client. There was a definite opportunity in their market to improve their internal front end offering – but very early on it was clear there was a lack of understanding of who their audience was. How their needs and wants differed and what, as customers, they were looking for.
So, before deep-diving in the UX, I produced a selection of personas to focus down the teams expectations and unite the groups thinking. I’m taking for granted that we are all aware that personas represent a typical user, based on user research and incorporate user goals, needs, and interests. Here I created four (4) personas, Hilary, Gary, Donald and Bernie;
1.1 – Hillary, a Competitive Owner / Consider
“My co-worker has had a great experience with , but I want to be sure that other’s like me are equally happy.”
You know that one, you’ve got an instinct, but you need to place the bet quickly. This is where “Quick bet” become must-have functionality.
When speed is of the essence
So, you’re out n’about and you’ve just seen the race preview, your favourite horse is next off in two minutes, what to do? Simple, open your small screen, make a selection and the Quick bet section opens.
“Good design is easy to digest—the brain shouldn’t have to expend a ton of energy to figure out what the heck it’s looking at. With any luck, people will just “get it” without needing a 6-section explanation.”
Someone famous (or at least clever – please comment if it was you!)
KISS (Keep it simple Stupid)
For user accounts, the default user experience should be as elegant and as simple as possible. This UI animation below, goes some way to filtering down what was essentially the most simple mobile navigation I could get stockholders to agree on. As always, there will be compromises, (inline personal information editing. for example) but overall keep the Three Little Rules (scroll down) front and foremost.
Here is my personal Top 5 tips on creating online brand guidelines that really help both your UX team and deliver a consistent message. So here goes…
Building guidelines is always a challenging task, building guidelines for a responsive website with rapidly changing dynamic content, easy-to-use multi-width navigation on a truly scalable and highly transactional website is a step up. From a CMO perspective you need it to be brand aware; a CEO would want guidelines to be useful tools for your brand ambassadors and the sales director would need you to highlight features while your product team wants details, detail, details… and what about multiple brands, don’t get me started?
Over the last few months I was tasked with producing the ‘best-in-class’ mobile sports book and casino. As Lead UX, it was my responsibility to satisfy specific user journey’s, demanding stakeholders and limits set by the Tech Leads. I wil also be showcasing certain features, and from an Agile perspective how they fitted both into the roadmap and overall experience.
But first I’m going to give you a preview of what’s to come. This is one of the more complex mobile programs I’ve been involved in throughout my career so I’m going to attempt to split it up into manageable chunks.
When designing for the desktop you can consider the end-user environment, when designing for print you can picture where the magazine will be read but when design for mobile the end-user scenarios are so varied and so far ranging that todays savvy mobile designer needs to develop an entirely different skill set.
This is the edited version of a presentation I gave at Mobile Meet Up on Tues 27th Sept about ‘10 key considerations when designing for mobile ‘. I must stress this doesn’t mean there are only 10, in fact it’s the opposite, there are many more considerations. But here are my top 10:
1. Real Estate
Whether you coming from a desktop background or from advertising the canvas size you have to pay with is drastically reduced on the mobile environment.
Over the years the relative screen size difference has increased. The difference between the smallest (128 x 128) and the largest (800 x 480) is now a factor of 23. That means the largest screen is 23 times bigger than the smallest one.
El Corte Inglés S.A. (English: The English Cut as in tailor’s cut), headquartered in Madrid, is the biggest department store group in Europe and ranks 4 worldwide. El Corte Inglés is Spain’s only remaining department store chain, as well as owner of several associated businesses, such as supermarket chains Hipercor, Supercor & Opencor, fashion chain Sfera as well as a travel agency (Viajes El Corte Ingles) and telephone provider (Telecor).
Incorporating a nav search, a store finder with the traditional basket top right design a media rich experience for shopping on your phone. By captivating a customer and therefore increasing spend, design a system of sub navigation that is convincing and compelling. Drilling deeper into the experience, screens can display products with the the added mobile features of sort and zoom. Product Info and descriptions, including ‘Add to Basket’ and ‘Wish List’ functionality plus the ability to share your purchase are all important consideration.