Our Thoughts

If you have been questioning how to comprehensively address mobile UI design and strategy, trends in 2011 and for 2012 provide more direction and insight than ever before.

TNG's approach to mobile UI design addresses full strategy and tactical implementation. There are 12 specific things we think you should now be considering.

Here are TNG's second six tips (see the first six tips):

7. Big or little and everything in between—responsive design

   • It can be difficult to develop for the variety of mobile interface sizes and form factors that exist. Evolving responsive development techniques can help you approach mobile interface design.
   • From mobile web to mobile applications, your mobile interface design and strategy need to be responsive to a variety of devices and sizes. Focus on what makes the best sense for your mobile delivery.
   • Mobile First! by Luke Wroblewski offers some great tips for responsive mobile interface design and provides considerations for your development approach.

8. Location-based experience

   • Mobile allows you to provide tailored marketing and advertising content to users. This tailored content should make use of geo-location capacities and user-specific content trends.
   • "Hello world, here I am…what do you have for me?" Mobile users who have opted in expect pushed content that provides location-based information and deals.
   • Location-based experience has changed the nature of customer service. With mobile, users expect customer service to be enabled by real-time and location-specific self-help content and functionality.

9. Sharing, gamification and incentives

   • Mobile interface design should allow for content that can be shared. Users are increasingly accustomed to inspiring snippets of content, such as an image or video, which is easily shared with their contacts through email, text and social channels.
   • Mobile devices are perfect for short game playing and competing with others. Engagement trends show that users want to "play" with content rather than passively read.
   • Incentive-based experiences are an important part of mobile interface design. Increasingly, users engage with mobile interfaces to receive points, badges and discounts, as well as increased social reputation.

10. Getting it done—partners, APIs, CRM and systems

    • There are increasing options for ready-built mobile interface designs. With a few tweaks, these "off-the-shelf" solutions can often provide an affordable and effective way to deliver mobile.
    • In recent years mobile interface design has forced the need for a strategy that provides a system of web services for content delivery and user engagement.
    • Technical infrastructure has become as important as the mobile application and/or mobile website itself. Mobile is an intrinsic part of customer management, content delivery and long-term acquisition. Technical systems must be developed for long-term maintenance and delivery.

11. Consumer acceptance and trust

    • Your mobile interface design must build trust and a long-term brand and service relationship with customers. From the get-go, mobile demands a quality experience that is secure, fast and engaging.
    • Users have become accustomed to conducting transactional tasks through mobile. This includes banking, payments and sharing of personal information. Prepare for increasing demand for easy and trustworthy transaction paths and functions.
    • Think of your mobile interface design as a "quick-draw" tool that allows users to easily access content and complete tasks. Although users are willing to spend a lot of time with a mobile device, they are increasingly looking for easy and fast experiences.

12. Growth of platform and device acceptance

    • Are you an Apple fanatic or Android aficionado? Or maybe you're still a BlackBerry holdout. Whichever is your platform of choice, now is the time to have a foot in every camp and watch consumer trends—both at large and specifically for your marketing program.
    • Don't forget Windows. iOS and Android often get all the attention, but it looks like, for now, the Windows phone will quickly be on their heels. Develop for your use trends, but keep an eye on other platforms and devices that are gaining popularity.
    • Each platform has increasingly detailed and useful development guidelines. While it may feel that these guideline cramp creative style, they help in mobile interface design by providing efficient interface arrangement, supporting user engagement trends and reducing development time.

See 12 for 2012 Part I.