As the Internet approaches its 26th birthday, both the frequency and types of interaction we have with it continue to grow and develop. One area in which the Internet is currently growing rapidly is mobile computing. This is being fuelled by a raft of low cost and high powered mobile technologies. Laptops, iPhones and other smartphones are allowing us to stay connected whenever and wherever. But coming up with a winning formula for mobile web sites requires a new approach. So how can businesses design usable and accessible mobile web sites?
The Environment
Consider the environment of a mobile web user. When people use the Internet on a computer or laptop, they are likely to be using a large screen, and generally experience few interruptions. But mobile web is a different story. People use their mobile phones in environments that are filled with distractions: walking down the street, or waiting for a bus, for example. In these environments, services that require complex interactions fail.
Do less, get more
Mobile web gives the promise of immediate access to information and entertainment, so users will be looking to accomplish specific, time sensitive goals. So, when creating a site for mobile, focus only on offering the features that will enable users to accomplish these goals; they don't want to be bothered with lots of insignificant or irrelevant information, questions or images. Design bite-sized, focused experiences; take a risk and focus only on the most important elements of the site.
Extra features get in the way when it comes to mobile web, so stick to the basics. Only include the things you really need. For example, a link to a picture to download as wallpaper doesn't take much room on a normal web page, but with mobile web it's an unnecessary extra. It will take up too much space, and will distract the user from what they really want to do. Remarkably, simply adding one link too many is enough to cause failure.
Anticipation
Each time a user makes a journey through a mobile site you can learn about their behaviour and anticipate their future actions. You can start to map a user's queries and mobile web journeys against time. For example, if the user requested a train time from Bristol to London on Friday afternoon and they return to the site on Saturday morning, it could be anticipated that they are still in London and are looking to return to Bristol. Offering this sort of anticipated information decreases the amount of time a user needs to spend completing a journey.
Navigation
Mobile web sites need to be incredibly simple to navigate. Getting it right requires discipline. Most mobile phones have joysticks or multi-direction buttons, but users can find them hard to manipulate. The easiest way to create usable navigation is to lay out your menus as single, vertical columns of options. Try not to use grid style lists, as most people will struggle to navigate around them. Having no more than six options per list is a good rule of thumb (it stops people from becoming overloaded). Creating easy access to favourites and recently visited items will also make the mobile web site much easier to use.
Text messaging
For many users, their mobile phone can be a ‘black hole' into which data disappears. A large number of users struggle to access and manage their photos, let alone navigate their way through a web page. If you rely on Java downloads or complex interactions, you will alienate your users.
One way to keep things simple is to use text messaging. Almost everyone uses text messaging. If a user accepts a text from you, it means that they will carry your information around in their pocket for days, even weeks after you've sent it. If they don't have a chance to complete their mobile web journey, they can always refer to the text message to finish their transaction - it will act as a reminder. It's incredibly powerful.
Testing - know your mobiles
The three things you must do to make sure you get it right on mobile are test, test and test again! All mobile phone handsets are different, and as technology develops, the mobile market will become even more fragmented. Your mobile site will need to be tested on as many phones as you can get your hands on. You are dealing not only with different screen sizes, but also different resolutions, shapes, navigation controls and mobile operators. Spending a little time and money on testing your site will go a long way. If you get this wrong, you could isolate a whole group of mobile phone users from accessing or using the mobile site.
Mobile sites are the next big growth area of the internet. Those companies who get it right will be able to add the kind of features that delight users, create a viral buzz around their brand and win audience in a space where their competitors are still fumbling.
But getting it right is not about making websites for small screens. It's about learning how people use a completely new medium and designing targeted user experiences that fit perfectly into the cracks and gaps in people's lives.
For more information visit www.cxpartners.co.uk
