In 2012 I got a task to prepare a totally new website dedicated to different devices and different user experience.
This task was not simple at that time. I noticed that 10% of the current website users were watching it using mobile devices.
In 2018 we have a totally different situation – more than 50% of visitors use smartphones and tablets to see your websites.
- Google introduced a mobile-first search and ranking.
- Google prepared special services for optimizing your website or shop https://developers.google.com/speed/pagespeed
It obvious that you have to create a user experience strategy for your website.
There are two ways how to do it ( according to Jakob Nielsen) and they are still the same:
- Learn your customer journey – Before users come into contact with a website or an app, they will likely have been in contact with a brand in other ways — often off-screen. When considering design in the widest sense, it’s important to focus on the entirety of the customer journey, designing every point of contact between a user and a brand. Here you can find a great example of the customer journey – https://prezi.com/1qu6lq4qucsm/customer-journey-mapping-game-transport/
- Designing touchpoints
- Apps and mobile experiences
- Support services – sometimes even internal processes – https://www.nngroup.com/articles/service-design-101/
- Social media.
- Building ecosystems – Ecosystems aren’t just for big brands — like Facebook, Instagram or Twitter — they are increasingly for everything we design. In a world that is ever more connected, what we design doesn’t stand in isolation. As such, we need to consider both context and scope as part of an integrated strategy.
- Re-purposing: make as few designs as possible — preferably only one — and reuse the same material across as many platforms as possible.
- Platform optimization: design different user interfaces for each main platform, integrating the user experience layers as tightly as possible.
The question is how to organize the content for mobile devices. In 2018 the technology helps a lot. Now we have a responsive design, AMP themes, which are supported by WordPress and Google.
You can reuse the same content and present in a different way. My website is also using it.
Web analytics and search results can help in the best strategy setting.
- I always start with statistics and web analytics analyzing.
- Next – I work on the proposal for content categories and its hierarchy for PC and mobile devices.
- After approval, we started working on user experience strategy.
- Next step: website and cms changes, adding specific SEO elements.
Of course, there are many methodologies how to do it. Apple is a master in UX strategy and design.
Please find below the SlideShare with a very good presentation by Gianluca Brugnoli.
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