Touch first
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The document discusses the need for brands to optimize their websites for touch-enabled devices of varying screen sizes. As touchscreens become more popular than traditional computers, users are complaining about poor web experiences on mobile. The document recommends a touch-first approach where websites work equally well on laptops and small touchscreens. It addresses issues around screen size, browsing context, and location-based experiences. The overall message is that optimizing websites for different touch devices and contexts will ensure sites stay relevant as technologies change.
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Touch first
- 1. Ten years ago, no one had heard of the smart phone. Five years ago no one had heard of the tablet, then there came the phablets. Whats next? With touch enabled devices now out selling normal computers by 2 to 1, their owners are complaining about their web experience of brands on their touch devices. Brands that provide touch-optimised websites that work equally well on laptop as they do on a small touch screens for their touch first audience, will find that they provide less headaches and give their customers better experiences.
- 2. WHY NOT AN APP? There is nothing wrong with great apps. We encourage leveraging all the tools available to provide the best user experience possible. Just dont neglect your web site on smart phones, tablets, phablets and touch PCs.
- 3. WHY NOT A SITE OPTIMISED FOR MOBILE OR JUST THE FULL VERSION SITE ON MOBILE BROWSERS? Theres nothing wrong with that either. Some users prefer the full site to a watered down mobile version, while other users prefer a lite version for faster navigation. The main problems that arise with either situation result from a lack of choice or a fiddly experience for the screen size.
- 4. THE TRUTH ABOUT TOUCH FIRST OPTIMISATION. Its not just about fat fingers on little screens. While its true that having enough finger space between links does make life a little easier, it doesnt stop there. Users prefer bite-sized content instead of endless browsing, they generally prefer efficiency on smaller screens.
- 5. 7.5 INCHES, WHERE IT ALL GETS A BIT FUNNY. At 7.6 inches, the iPad mini defaults to full size, while smaller tablets may default to mobile optimised or full screen. Many phablets dont know whether to provide a mobile or tablet experience. Ensuring a good experience across sizes doesnt have to be awkward if you plan in advance.
- 6. LEAN FORWARD BROWSING VS. LEAN BACK BROWSING. Many larger tablets make great sofa companions. They are perfect for lean back browsing, which is indicative of more leisurely browsing and more time. Lean forward browsing on the other hand is what happens on the go, on smaller devices. Lean forward users usually have less time to spend and less screen space to spend it on.
- 7. LOCATION, LOCATION, LOCATION. User needs vary across screen sizes, but they also change depending on their location. Proximity and context are two of the biggest opportunities embraced by mobile apps. Mobile web sites have more potential to tap into proximity. After all, Customer Experience (CX) is the new User Experience (UX), especially in the physical retail environment.
- 8. 2013 2015 2014 2017 2016 FUTURE PROOF. You already know what a great app experience feels like, but a great web experience isnt what it once was. Optimising for touch across screen sizes and locations will now ensure that you dont have a shiny new outdated web site.
- 9. COFFEE? Optimising web experiences to work great on touch devices of varied screen sizes, for speedy or relaxed browsing, and making the most of the physical retail environment is something thats on our mind. If its now something on your mind too, we would love to talk to you about it INTERESTED? Call Tim on +44 (0)20 7092 0300 or tim.d@inferno-group.co.uk www.inferno-group.com