Focusing on 'Good Design' to Deliver the Ultimate Mobile User Experience

The mobile user experience is now critical for improving sales, according to 74% of enterprises. To support this, 62% of customers make future purchases relying on previous user experiences, which is no surprise when the average customer spends 127 minutes in a day on mobile applications.

So what does a 'good design' for a mobile app mean in a subjective universe? No matter the discipline, good design is a network of systematic responses that addresses needs on a daily basis and solves the problems of today. Yet human beings, in the great spectrum of their physical and emotional responses, have a wide variety of needs. Therefore, how can the concept of 'good design' apply to everyone?

Just having an app is not going to deliver ROI to a business. There has to be a purpose and a reason for having the app, and the user has to 'feel good' about using the app. Great design creates effective products that provide great user experiences. When the users' goals are kept in mind during design, they can complete their tasks faster, with more ease, and sometimes even joyfully.

Organisations that use these products benefit by having more productive, and less frustrated, employees. For example, think about employees having to do expense reports. Even today, many employees are taping receipts to copy paper or scanning receipts on a flatbed scanner. Then, they enter in the amounts into some spreadsheet or expense management tool within the corporate ERP system. All in all, it would be a challenge to find any employee who enjoys this experience.

However, contrast this to using a mobile app that allows users to simply snap a picture of a receipt which is then 'read' and all appropriate information - date, amount, etc. - is automatically parsed from the image and placed into the appropriate fields within the app. Then, by simply hitting 'submit', a user has completed an expense report.

In this world, users go from hating the exercise of completing an expense report, but begrudgingly doing so in order to get their money back, to outright enjoying the experience and even thinking how cool it can to do so.

Companies that sell products with great user experience, like Apple, have increased profits and benefit from strong customer loyalty. In fact, one might even say that Apple isn't really selling products at all. Rather, they're selling user experiences that happen to be had via a physical product.

Focusing on the experience of the user is what makes Apple so incredibly successful. The product simply follows suit, in order to deliver the experience that was designed from the outset. It has been shown, time and time again, that the products and tools with the best user experience beat out competing tools that are superior in other ways.

The Nintendo Wii and Apple iPhone are two great examples of this. In these days of conservative budgets and increased competition, organisations must build and use products and services that provide the best user experience. It's really that simple. If you create a great user experience, the benefits are unlimited.

This article was written by Jeff Wallace, Head of Mobility Practice and Business Leader, Brillio.