Mobile Usability is the determination if a product’s potential can achieve the goals of the user on a mobile device. When determining product usability there are some key features to keep in mind. For example, is it easy to use? Does it have visual consistency? Is the process for completing the goal clear and defined? Many app and website developers should keep in mind that their site or app should be easy to use in order to create a positive customer experience. In order for sites or apps to perform properly on mobile devices (such as an ipad or iphone) they should have usability tests done. If this is not completed then it may not have a user friendly experience. Improper usability testing diminishes the user’s interest in the product.
Here are some techniques to design effective mobile websites and apps that should satisfy the needs of the most demanding users.
• The designer and the user should have a connection. There should be a survey done or something that can uncover the user’s needs.
• Keep mobile designs as simple as possible. Having effective mobile interactions has everything to do with great usability.
• The user should be able to browse freely through the interface. The content should be clear, direct and legible.
• Try to provide information through colour to show contrast between the other elements of design.
• Fonts, contrasts and resolutions need to be sharpened and complex design features should be simplified.
• Take out the pop-ups and refreshes.
• To create effective mobile usability there should be constant testing of the design.
Let’s take a look at this example. When a sales rep is using an app for a sales meeting, usability is a necessary condition for survival. If the content displayed on the platform is too difficult to understand, the customer will not listen. If the information is hard to read or doesn’t answer the user’s key questions they will become disinterested. Notice the pattern? Users are not going to get out the manual and spend time reading nor are they going to figure out an interface. If the customer can not figure out what is being sold then they will not buy the product. Usability is a matter of employee efficiency. There are solutions such as; a mobile sales enablement platform, Skura SFX. Think of doubling the number of transactions employees perform. The software is easy to use, it provides access to visual aids, power point presentations and more all from an ipad. When usability is implemented in the design process it projects much better results.
“Usability is the extent to which a product can be used by specified users to achieve specified goals with effectiveness, efficiency and satisfaction in a specified context of use”
ISO 9241-11: Guidance on Usability
Once the user of the product is satisfied it is because they have achieved their goal, they enjoyed the experience, they will tell others and they will want to learn more. Take for example a digital project. As long as it allows the user to achieve their goals, it will have a high conversion rate and will deliver a positive brand image. Having an effective and efficient digital project will provide answers quickly and will require less content management time. Good mobile usability will increase the chances for success, boost the sales and revenue for the business.
“Data indicate that usability offers a better return on investment than almost any other business action. When times get rough, usability shines. The benefits are huge. Usability is a weapon that can save you money, improve your competitive position, and improve customer loyalty.”
John S. Rhodes, Editor and Webmaster at WebWord.com
Google+ Tara Anderson
http://blog.templatemonster.com/2012/04/18/mobile-web-design-usability-tips/
Mobile Usability, By: Raluca Budiu and Jakob Neilson, 2012
