Mobile Moments: The Key To A Winning Mobile Strategy

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Partner Post - Fliplet - Build an app for your business

Posted: November 2, 2015

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Fliplet, is a UK start-up that helps businesses create apps for internal use explains the eight core elements of an enterprise mobility strategy.

Jamie is Sales Director at Fliplet. Having worked in publishing for seven years he’s had to grow and adapt with the constant changes in digital and has learnt to love every minute.He’s passionate about new technologies, digital media and anything that presents a physical or mental challenge… preferably both.

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‘Mobile moments’ is one of the latest buzz terms in the tech industry and one that is promising to become a central part of many mobile strategies; according to Forrester, 30 billion mobile moments occur in the U.S. only everyday.

You may have heard the term before and you may be wondering what exactly it means and why it should matter to you.

In this article we give you everything you need to know about mobile moments, how they can help you develop better mobile strategies and the key ingredients for your perfect mobile moments strategy.

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What are mobile moments?

Mobile moments should matter to you, particularly if you’re offering customer-facing apps, because they can determine how useful your users will find your app and whether they will remain loyal to it.

But what exactly are mobile moments?

Forrester defined mobile moments as points in time and space when someone pulls out a mobile device to get what he or she wants immediately. This means that the relevant app needs to be available at the right moment in space and time to perform the task that is required, in as easy and fast a way as possible.

An excellent example is an app that allows you to easily book a cab home after your night out by saving your payment details and home address so that you don’t need to input these every time.

If you want your apps to be successful, ensuring that these cater to users’ needs at exactly the right times will be an important part of your strategy.

On the other hand, mobile moments are not limited to customer-facing apps only; as the use of internal enterprise apps continues to grow, employees are encountering their own moments too when they would benefit from an app.

Whether it is accessing relevant documents during meetings or submitting a report just before its deadline, employees encounter these moments all the time.

So how can you ensure that your apps succeed in meeting your customers’ or employees’ mobile moments? The answer is to do everything in your power to ensure that your users have your app in mind when reaching for their phones to perform a particular task.

In this article we offer the three key ingredients that can help you in your strategy to achieve this.

Three ingredients for a perfect mobile moments strategy

The most essential thing to do before you begin is to truly understand the journey your users take from the moment they know they need to carry out a specific task to the moment they successfully carry it out using your app.

Only by identifying each key stage and understanding your users’ needs throughout will you be able to create a successful app strategy that wins in their mobile moments.

To that end, there are three ingredients that you will need to take into consideration in order to optimise your strategy:

1. Minimise time

The first and possibly most important stage to winning in your users’ mobile moments is ensuring that they are able to arrive at the content they need as quickly as possible, effectively reducing their barriers for entry.

From ease of navigation to the ability to arrive at the desired information in as few taps as possible, there are different ways in which you can ensure this:

  • Simplifying navigation. There is nothing worse that having to tap through too many screens in order to arrive at the desired content. Although sometimes having extra screens can aid new users to ensure that they arriving at the correct content, those who are already familiar with the app are likely to find this irritating.

Designing the app in a way that it is easy to arrive at relevant content fast and making additional screens optional, for example by placing their content in separate sections of the menu, is a good way of avoiding this issue.

You can also make navigation simpler by allowing the app to memorise user data whenever relevant so that they don’t have to input it every time they wish to use the app.

  • Limiting information and options. What many companies get wrong when designing their apps is thinking of them as mobile versions of existing websites. Although apps often do carry out the same tasks as their website counterparts, the mobile medium and the way users interact with it is inherently different. Having similar navigation in a mobile app as you would on a website therefore doesn’t make sense.

On a website, users expect to be able to find as much information as possible in order to ensure they can make an informed choice. On an app, the emphasis instead is on speed, so users will neither expect nor desire the same level of information.

This also applies to options – giving users too many choices may put them off, as mobile users generally have much less patience than desktop users. Including fewer options in the menu and in specific functions and tasks, ensuring that only the most essential are included, can allow users to find what they need more quickly.

2. Include the right content

In the previous section we mentioned the need to include only the most basic content in order to simplify navigation and limiting options. But it is equally important to ensure that the content that is included is on topic.

Of course, content will depend on each specific app and its purpose, but there are some key elements that are likely to overlap across most apps, particularly when it comes to tapping into users’ mobile moments:

  • Task-oriented apps. The apps that are best at capturing mobile moments are those that are task-oriented. This is because users are likely to turn to them to perform very specific actions that need to be carried out at that moment in time.

As most of the users whose mobile moments you will be tapping into will be returning users, the kind of tasks they will want to carry out will also be repetitive – unique tasks performed at multiple occasions.

Providing app content in a format that both encourages task completion and focuses on tasks that are repetitive is therefore a great way of ensuring that your users will return.

  • Keep the app updated – both in terms of content and design – will not only ensure that it continues to be valuable to users but it will also demonstrate your care towards their needs and your willingness to improve their user experience. Users will appreciate this and embrace positive changes to the app.

A great way of delivering updates and new content to users is through push notifications. Delivering new content to users via push notifications will not only remind them of your app but it will also give them the impression that it continues to be updated and improved.

However, you should also beware of pushing too much content to users, as if overdone this can be a source of annoyance and potentially lead your users to deleting the app. A good way of preventing this is allowing users to determine the sort of content they would like to receive push notifications for.

3. Think of the context

The final thing you will need to think about is the context in which your users will require to use your app. After all, if they are not able to use the app at exactly the required time, you will essentially be missing out on that mobile moment.

It will therefore be important to determine exactly in what sort of situations your users are likely to need to access the app. There are two main scenarios in which context is likely to be of high importance:

  • Offline working. If your app users are likely to need to access your app while away from an internet or mobile connection, it will be imperative that your app works offline. This will mean that the basic content that users are likely to need will need to be cached on the device.\
  • GPS functionality. If, on the other hand, your app applies differently to different geographical locations, including GPS functionality so that the correct content is instantly delivered no matter where the user is will significantly reduce navigation time and allow users to arrive at content as fast as possible.</li>

In conclusion

Mobile moments are gradually becoming an area that many companies are turning to in order to improve the user experience of their apps.

In this article we outlined some of the key considerations that any company exploiting mobile moments will need to consider. Have we missed anything? Please let us know your mobile moments insight in the comments below.

Find out more on Fliplet’s website here.