Our Thoughts

From tactical mobile UI design implementation to large-scale mobile strategy, there are significant emerging aspects of mobile to inform your approach.

In 2010 it was typical to be thinking about a single application or channel of content for mobile, and to be focusing on making sense of the growing mobile UI design sphere.

Now in 2011 and looking into 2012, it is likely that you are comprehensively addressing mobile UI design as a cornerstone to your communications and marketing efforts.

TNG takes a complete look at mobile. There are 12 specific things we think you should now be considering. Here are our first six tips (see the second six tips):

1. Better and specific consumer insights

   • Knowing your users is ever-important. While there is use data out there that should be reviewed, having a plan to ascertain and understand specific user needs and trends is the best way to inform a mobile approach.
   • Evaluation and measurement options for mobile are growing. Take time to choose which way is best to follow, then review and respond to how your mobile implementations are being used. Many options can now evaluate a mobile approach and integrate more fully with other customer experience avenues.
   • What data to look at for mobile is now better understood. From general download and update information, similar to initial web metrics, to deeper use trends, measurement should be a part of your mobile UI design and strategy.

2. Beyond the native app—big picture thinking

   • Mobile is more than application development. While a native application can be the right place to start, before diving into mobile UI design, consider the bigger picture.
   • In addition to applications, consider mobile as part of your CRM plan, understand options for mobile web and think about how content strategy plays into your approach.
   • Technology, systems and front-end design methodology planning is important. As mobile UI designs expand, a strong back end to manage mobile over the long haul is needed.

3. Expansive mobile features

   • Mobile deliveries are not "small websites." Mobile is a unique channel that, while working hand in hand with your traditional website, requires an innovative approach.
   • Take advantage of expanding device options for user interactivity—voice, touch and location. Users expect to do more than view and click, so take advantage of all that mobile interaction offers to improve user engagement.
   • Mobile features often provide a wealth of information to tap into and communicate with customers. Consideration of location-based information, contact lists and social activities may improve your marketing efforts.

4. Cross-channel customer experience

   • Unlike traditional web and other communication efforts, mobile is used 24/7 by users. In this way, it is important to think about how mobile works in the lives of users and when they are interacting with other channels.
   • Customers often interact with all channels to make a single decision. Consider how your mobile approach will be placed in a user engagement lifecycle.
   • Your brand story needs to remain consistent across channels, yet be specifically interpreted for mobile presentation.

5. Social mobile

   • Even if you have a robust social program, without mobile its impact isn't being fully realized. Mobile is a key mechanism for user-generated content and instant, real-time social interaction.
   • Like it or not, your customers are talking and sharing all the time. Using mobile, customers are now talking with more than words—images, videos, reviews, maps and sounds are all part of social content.
   • Social mobile provides exponential opportunity for awareness and advocacy. Customers and their social activities should now be part of your awareness, conversion, loyalty and advocacy plan.

6. Content—any place any time

   • Mobile users expect companies to provide them with quality experience and content at any moment. Consider how mobile content needs to be tailored and optimized for the mobile experience.
   • Mobile content development and management can be complicated, but provides huge value when done right. Consider how you will gather, syndicate, aggregate, create and manage a mobile content strategy.
   • Mobile messaging and advertising are a two-way street. No longer are users passively taking in your information, but are instead expecting content customized to their needs, location and experience.

See 12 for 2012 Part II.