The Future Is Mobile (a quick journey into smartphones' UX)
Quick Introduction
In 2001 the world started to experience for the first time the 3G network. In 2007 was starting to get really popular with around 475 million subscribers (world wide). In 2012 we could finally see it all over the place. Whether experienced pre or post 2012, this is when we can say we had a solid mark for the mobile industry. And when this happened, iOS and Android stroke hard with App Stores and better OS' than ever before (cough, cough... sorry, Symbian).
Since then and particularly after Apple launching its iPhone in 2007 and Android its Play Store, everything got better - especially with Google's open code for manufactures to use Android OS on new smartphones. As the competition grows, more manufactures (brands) are many times launching multiple new phones per year. Regardless of your taste, there's something out there for you. Form factor, screen type, OS, camera - from cheap to expensive - there's something for you.
Understand Why It Is The Future
Thanks to all these improvements in technology (from hardware to infrastructure), today over 95% of interviewees has a smartphone on hand - or in the pocket or right there in front of you - and are most likely reading this article on a phone!
All advances in technology made us (and make) rely on phones more and more each time: e-mail, photos, browsing, shopping, gaming, work, etc - and the more infrastructure and hardware evolves, more we shift to use a phone for basically everything. In matter effect, for two years I experienced not having a personal laptop or computer just to prove this point and yes - if you're organized, you can replace a hardware 10 times bigger than your phone (a laptop) to do every mundane work or entertainment. It's still limited, but you just know it's right there on the corner: the future is mobile.
Being for soft (17%) or heavy (83%) use, smartphones are all over the place and over 94% of users has already purchased something on its phone. The fact is that for this big slice of shoppers, there's still some uncomfortableness around web sites' UX & UI and for the most time that's not ok, half of time users will cross device (browse on a device, finish the purchase on another) to buy - which is a clear understanding that there's something really wrong with the mobile website and over 32% will likely quit for good. Some users admitted they're still not that comfortable using a mobile device to shop - but only because UX is still bad for "small screen devices". Neglect, lack of care or resources from companies - but let me tell you why this is so big deal: there are over 3.3 billion smartphone users in the world! Now add that to infrastructure and hardware growing and then you'll clearly see the problem. The numbers won't get any smaller!
On this path, UX and UI walks together and one is nothing without the other. Content creators and developers should and must work together along with designers in order to make that happen. Webmasters and teams have to find a common ground in between information (and its overuse) vs. imagery, for instance - as in level of importance, imagery is just as important as details - you have to remember or understand that the first impression is the best to sell something. To give you some solid data, 62% of interviewees consider unacceptable images in low resolution while only 38% feels this is fine as long as a page loads fast -- and yes there's a win-win scenario where you we get both: sharp/good imagery and fast loading.
More Real Usable Tips
Don't overuse text and details: the slice of users that spends time reading the content decreases drastically line to line. So be sharp and straightforward.
Don't overuse elements to navigate on the site: most time users will prefer to use native OS' browser capabilities (eg: slide from left to right on iOS or dedicated < button on Android to return to previous page).
In carousels, people swipe: only 2.4% of users will use the dots to navigate for the first time! Other than that, if there are dots, these not only helps to show how many content slides we have, but that a swipe action will be required to move on.
Don't ever abuse user's patience through pop-ups: pop-ups are welcome only when the user asks for it (own intention to click/tap). So imagine a pop-up on mobile (small screen) - annoying. That's why over 74% of users says it's either annoying or just exists to be closed.
Conclusion
This is not the time to start investing in mobile development. The time started yesterday and you just might be late - but not too late.
Invest. Use your knowledge, work in collaboration, listen to others, to your fellow designers & UX designers and above everything, the message I have is: listen to the customer! Customer first! If you know or have the means, being from business, developer, head director or whatever, use that in advantage to form a solid plan to grow in mobile. Your users are shifting from regular browsing (and shopping) on laptops or desktops to a smartphone. This grows year over year and you want a slice of that cake.
