Designing the Ultimate Mobile Shopping Experience [Part 4]

Today’s shopping landscape requires retailers to deliver optimal mobile shopping experiences to their customers. Over two-thirds of US consumers say they would be happy if shopping evolved into a mobile-only experience. Imagine the consequences this could have for retailers who don’t deliver mobile-optimized experiences.

Thanks to your hard work guided by this 4-part series, your company won’t be one of those retailers. If you have completed Part 1, Part 2 and Part 3, your company is well on it’s way to delivering the ultimate mobile shopping experience.

Here is a brief recap:

Part 1: You championed mobile and convinced your colleagues of its importance.
Part 2: You identified the key stakeholders, creating a strong team to develop the mobile strategy.
Part 3: Your team evaluated the different mobile technologies available and chose the best fit.

Introducing, Part 4.

Congrats! Your team is ready to design the optimal mobile shopping experience. This is the fun part, where your team finally gets to see the results from all your hard work and planning.

Time to grab the key stakeholders from Part 2 and answer these initial exploratory questions to ensure an efficient design process.

Design Questionnaire [Printable Version]

1. Do you have a vision for your mobile project? What are you expecting to achieve with this project?

A clear vision will ensure a more efficient design process. Whether it’s easier navigation, more visually appealing product pages, a better omnichannel experience, or a more streamlined shopping cart, you will need to know what you want to achieve in order to evaluate your success.

2. Who are your anticipated site users?

Keeping the end user in mind throughout the design process will ensure that the final experience is tailored to your target audience and that your mobile site will achieve better results. A couple key considerations are age and tech proficiency.

superdry example

Design Tip: If the anticipated users are tech savvy, using standard iconography for the menu, search, shopping cart options in the header could be a great way to reduce clutter. However, if your target users are older, this may decrease the usability so spelling out each category would be an important design feature.

3. What is the user’s primary goal when coming to your site?

The design should facilitate the user’s primary goal and make it easy for them to convert. Will users be visiting your mobile website to browse products? Discover promotions? Make an online purchase? Each goal will affect design decisions differently.

Design Tip: Promotional banners can take up a lot of space which is limited on a mobile device, however, if you know that your user’s primary goal is discovering promotions then it’s worth using that screen real estate for promotional banners. On the other hand, if your user’s primary goal is to browse and compare products, it would be more valuable to remove the promotional banners to reduce clutter and ensure that the content isn’t pushed too far down the page.

4. What do you like about your existing site/app’s design? What do you dislike?

Shopping has become an omnichannel experience so the customer’s journey should have a similar look and feel across all channels. What do you like about your current site/app design that could be carried over to mobile?

mobile design

Design Tip: A minicart, for example, is usually very effective on mobile. Users can check the content of their carts without having to navigate to a new page. Highlight what you dislike as well to ensure that those design features aren’t carried over to the mobile site.

While an external solution provider can work from your desktop site, offering clear brand guidelines will make their design process more efficient and collaboration much easier.

6. Are there any mobile sites, apps, or projects that you can point to as examples of work you like? Can you point to examples of work that you don’t like?

Competitor’s websites are a great place to get inspiration, for both positive design features and pitfalls that you want to avoid. Review sites that target the same audience and have similar user flows.

7. Can you describe the core user flow for your site from initial load all the way to goal completion?

Due to the smaller screen real estate on mobile devices, you’ll often have to make information architecture decisions to focus the user’s attention on the main CTA on a page. These decisions should be based on what the core goal for users is on each page.

Time to Get Creative

Now that you’ve laid the groundwork for the design process, it’s time to dive into the the specific design features and decide which ones will create the best shopping experience for your users. Download the Ultimate Mobile Shopping Experience Design Guide below to start creating!

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