Mobile web design that creates engaging user journeys

Mobile web design that creates engaging user journeys
30th May 2019

Find out the key aspects of mobile web design that are needed to create great user journeys

In 2016 mobile and tablet browsing surpassed desktop, making it vital for organisations to consider mobile web design in the embryonic stages of their digital strategy. With emerging technologies, new devices, and new challenges the design considerations for portable devices are always changing.

Understand your mobile web design terminology

It’s difficult to talk about mobile friendly website design and not mention responsive design. A term that often is misused along with, mobile first design.

Mobile first: this term gets thrown around a lot, but before there was mobile first there was progressive enhancement and graceful degradation. Mobile first derived from progressive enhancement which, as the title suggests, focuses on designing for smaller devices and working up to larger screens. This is achieved by enhancing the experience as the display size increases.

Graceful degradation is the opposite. Neither are particularly reliable, as neither guarantee or work towards a great omnichannel experience.

Responsive web design: this is where priority is placed on a well-considered experience that responds to any screen size. Best practice suggests putting a max grid in place and use flex box for components that feel good extending to infinity.

Mobile web design

Why should enterprises care about mobile web design?

There’s a lot of reasons why organisations should prioritise having a mobile friendly site. Core benefits include:

  • 5 billion search queries take place on Google every day. Statista reported that 50% of their study’s participants stated that they opt to use mobile for online activity than any other device. Organisations cannot afford to ignore mobile web design.
  • Mobile friendly websites rank higher in Google’s search engine results pages.
  • Google says 61% of users are unlikely to return to websites with poor mobile user experience. So, making time for experience should be paramount to businesses that want their website visitors to return or convert.

Responsive doesn’t necessarily mean user friendly

There are plenty of other benefits to creating a mobile friendly version of your site. For example, if the desktop version might not work on mobile, this can normally be solved with a relevant grid and adjusted type hierarchy. Industry developments has also meant that users expectations of company sites have changed and it’s an assumption that their experience will be seamless across devices.

Mobile website design shouldn’t start or end with one device size and get scaled as an afterthought. Organisations can best navigate how to approach mobile design by partnering with a digital agency that has experience in digital design and understanding the pros and cons of each device and available interface that create a consistent experience.

But what’s the best way to start designing for mobile? Its paramount for design to remain aligned with the brief and research, but user experience design (UX) sits at the heart of mobile friendly website design. Whilst aesthetics plays a key role in experience, being able to effortlessly navigate around a website for the information users need is arguably one of the most important aspects of web design.

Design process that’s driven by omnichannel experiences

Starting the design process with user journeys gives a solid foundation for the overall project. User journeys drive components, content and hierarchy. These journeys define which content feeds into the wireframes, structure and art-direction which helps to fine tune the look and feel of the website. Using design sprints is a useful approach for organisations to quickly learn what works best for their business. This method is efficient and effective way to identify any technical challenges that the design team need to overcome at early stages of projects.

During design development the strict rules needed to build a working website are established. An important part of these rules is how a component responds for smaller and larger displays to ensure consistency in experience. Keeping mobile web design in-mind helps ease this part of the process. Website designers have been relying on experience to help weed out which components will cause responsive challenges. Organsations’ design teams should aim to design these components in parallel. Ongoing consideration to what is best for each screen size could significantly reduce future complications.

Your organisation’s mobile web design

If you’re ready to get more from your enterprise’s website through design, UX and build – you’re in the right place. We specialise in designing, building and optimising Sitecore websites. We are an award-winning digital marketing agency with user experience at our core. Contact us today to discuss your design requirements or to book a digital audit