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User Experience

The importance of delivering a holistic, end-to-end user web experience is a fundamental necessity in today's digital marketing world. Your efforts can't just stop at web design for desktop users. While mobile websites were once a novelty for businesses, today it is essential to business success. The evolution of mobile usage has skyrocketed with the advancement of smartphone and tablet technologies. The need for mobile-responsive web design is undeniable; it is the difference between casting a negative brand image to frustrated customers and building quality relationships with your connected audience. It all boils down to one simple concept: the user experience.

Regardless of what device your customers use, they expect a great browsing experience. Designing for the mobile user experience requires us to rethink a lot of the elements we take for granted with desktop. 

Six essential elements to consider for the mobile user experience:

  1. Information Architecture: Provide a logical hierarchy of prioritized information and functionality that enables the user to find what they are looking for. This includes consideration of the following elements:
    • Concise labels and links
    • Search bar
    • Navigational cues (scrollbar, breadcrumb trail, back button, home button)
    • Primary and secondary navigation
  2. Content: Present relevant content that is appropriate for your users and their devices. Mobile users are commonly on-the-go, so their time (and attention) is limited. Therefore, it is critical to present your content in a visually-appealing way that supports skimmability:
    • Text should be engaging, clear and be presented as digestible tidbits 
    • Images, content and multimedia should add value to the user and support the goals of your website
    • Primary content should be supported on the device. Avoid presenting key information in formats that aren't universally accessible, such as Java or Flash
  3. ​​Usability: Your website should be intuitive and minimize user efforts:
    • Keep forms short and simple by only including essential elements and enable auto-completion where it makes sense
    • Ensure all links, buttons and pages work and load correctly. This will reduce user frustration as well as increase your web credibility and trust
    • Ensure touch areas on screens are intuitive, well-spaced and reachable
    • Consider designing to accommodate varying conditions such as viewing on portrait vs. landscape, nighttime vs. daytime
  4. Page load times: Time is of the essence. Users have less patience to wait for pages to load so if they can’t find what they are looking for, they will leave your site and look elsewhere. Google pays close attention to a site’s load times as well. Mobile devices can often be victims of unstable or unreliable connections so its important to pay attention to content you are presenting and prioritize what loads above the fold. All content on your site should:
    • Be essential to your website and add value to the user 
    • Enhance the user experience
    • Avoid inaccessible presentation formats (like Flash) 
    • Be scaled images for smaller devices (ensuring sharp enough for retina displays like iPads) 
  5. Social sharing: Social sharing: Facilitate sharing and enable user interaction by integrating your social channels and blog activity on your website. This encourages users to connect with you and provides an easy way for your brand to instantly build rapport and trust. 
  6. Responsive design: Your website template cannot be based on a specific device. Rather, it should be designed to be scalable to any screen size so that it can adapt to future devices. Keep your design simple and avoid non-essential design elements that can distract the user. Maintain visual consistency and flow to help guide your users through your website and create a seamless experience.

At clearmotive, we embrace the end-users (your customers) who are visiting your website on desktops, mobiles or tablets. When a new iPhone, mobile device or tablet is released in the market, we ensure we’re building our interfaces to suit the latest technologies and meet users' needs. Our passion and understanding of your customers’ unique demands enable us to design and structure a seamless web experience that empowers them to quickly understand your message, find & share information and ultimately convert. 

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