Brands should focus on user-centricity when designing mobile experiences

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 08, 2019, 5:47 PM UTC

The tech landscape is changing to give users more personalized experiences

This article throws light on how more established brands seem to be failing to provide a hassle free mobile experiences, while relatively new and small brands are giving them a run for their money.

Many older brands already have a longstanding digital platforms and moving to mobile can be a complicated and cost heavy process. The most persistent struggles for these brands are a gap in understanding the practical applications of certain aspects of mobile and a lack of competence in building a conversational interface that engages with users on the user’s terms.

Meanwhile the start-up space is providing users ever more customised experiences. Newer brands such as Lemonade and Oscar, have incorporated the latest interactive design features to engage users even faster. The author argues that, as a result, big brands need to constantly evolve with changing standards and expectations to ensure they are meeting their customer’s needs in all experiences across all devices.

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[4 minute read]