Successful app engagement through mobile UX design

By Anh Nguyen

Mobile-first — or mobile-last?

Mobile-first has become the battle cry of many enterprises, and though companies are eager to adopt mobile technologies, many find the full implications to be challenging. Among the challenges is mobile app engagement — just because you build an app doesn’t mean your customers will come. Or use your app. Or continue to use your app.

Achieving ‘good’ mobile UX

So, what can enterprises do to engage their customers successfully with mobile user experience (UX) design? UX is the foundation upon which apps should be built, and it mandates collaboration between the chief technology and marketing officers, as well as their respective departments. Further, mobile technologies need to be personalized, easy to use, solve a need and offer value.

These factors add up to one thing: good mobile UX. Once achieved, good UX allows enterprises to successfully engage their customers.

Ease of use

User interface (UI) is key to any mobile app, but not just any UI design will do — it has to be really good UI design. Without it, there cannot be a good mobile UX.

There are many questions that should be addressed when designing UI:

  • Can the user easily navigate around the app?
  • What type of navigation is best?
  • Is the content served in an endless scroll?
  • Are the buttons placed to avoid “fat finger syndrome?”

UI needs to be appealing and take into consideration multiple screen sizes. Easy navigation should be a combination of descendant and lateral navigation so there isn’t endless scroll. Buttons need to be designed with easy-to-understand icons, as well as to avoid “fat finger syndrome,” where users inadvertently hit the wrong buttons.

Solution for needs

Your enterprise mobile app might be cool, visually appealing and easy to use, but does it solve your customers’ needs? Customers will not be inclined to use your app if it doesn’t solve one of their problems. Here’s where the marketing department should team up with development, offering data on customers’ needs and helping to create mobile UX that addresses pain points.

Personalization

Once your app solves a need, consider how information can be used to create personalized offers or messaging. Mobile data analytics can uncover data of past purchases, preferences, behaviors and much more, and these insights can then be used to personalize offers and messages.

How will customers learn of the offers or see their messages? Push notifications are another important part of mobile UX. Too many notifications may cause the user to opt out, but if there isn’t enough, the user may not be aware of pertinent content. It’s a fine line to walk.

Offering in-app value

What will keep your customers coming back? One answer is knowing that there is content or an offer that can only be accessed in the mobile app. Delight your customers with personalized in-app offers they can’t pass up. This will make them feel special, not only because the offer is personalized but also because it is only offered to the elite.

These are a few key points of good mobile UX design to keep in mind. Successfully engaging your customer base with a mobile app begins and ends with a good user experience. Don’t forget — if your enterprise cannot or does not offer good UX, your competitor may.

Written By

Anh Nguyen

Owner of Amplified Marketing

Anh Nguyen is the owner of Amplified Marketing and describes herself as a 'marketing and business development professional with a love of cool tech, social media, and travel.' She hosts #MobileChat, a weekly Twitter chat on all things mobile. Nguyen works with B2B companies on their…

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