This past [winter], NFL fans around the globe watched the Super Bowl and, once again, the advertisements were at the forefront. They can be very influential in promoting a company’s brand and awareness. They’re sometimes compared to an elevator pitch because they require a design that’s compact, concise, and captivating with an execution that needs to be flawless and delivered in seconds and minutes.
I believe something similar occurs in mobile design and execution. Making a great “mobile impression” requires having the equally critical elements of precision and an engaging delivery. When it comes to designing mobile solutions, most of us aren’t in the business of selling, but the same principles drive success here as well.
In its simplest form, a “mobile impression” (as I call it) involves how you answer your audience’s two basic questions: What is it? And why do I care? Here are the three key things that can help to make a great mobile impression.
Capture Your Users’ Attention
Think about one of your favorite apps for personal or business use (excluding games). What part or functionality leaves a lasting impression with you and/or makes you want to come back and use it again and again? What are some of the techniques that the designers of that mobile app used to draw you in? Was it simplicity, performance, the smart use of graphics, or maybe something else that you haven’t seen before?
Now, think about ways you could use some of those same techniques to improve your existing solution or incorporate them into your next project.
A smart design is flexible because it can adjust when applied in a new context.
Deliver Simple Because Simple Is Beautiful
What’s the key idea for your target audience and why should they care? You need to address these questions, but in simple blocks that are clear and direct. Simple is about emotions. It triggers acceptance and pride, which invokes comfort and ease. Simple is beautiful because it clicks.
Again, consider some of your favorite apps: What did the developers use to connect with you? How did they deliver their app’s value proposition? Were you confused as to what the app was all about? Did you give up after a few seconds because you didn’t know what to do?
Or was the message (intent) clear and direct? Did you not only know what to do, but you wanted to spend more time with it?
Now, think about your own design—what are the most critical pieces that will engage your audience? How can you deliver direct and clear slices of that solution in small and easy and digestible pieces so that your users don’t get discouraged and walk away?
Simple is beautiful in mobile design because it allows us to connect with our users at an emotional level.
Differentiate by Focusing on Quality, not Quantity
What distinguishes your solution from the rest (even if there’s no direct competition?) What sets your solution and/or its design apart from others? How can you differentiate your app to highlight its distinctive qualities?
This is especially important in today’s fast-paced, multitask-driven culture. Focus on those qualities that differentiate your solution and commit delivering them with the highest quality possible. You may not be able to influence some things that are out of your control, but there’s no reason for unforced errors (to use a tennis analogy).
Quantity doesn’t necessarily beget quality when it comes to mobile or design in general.
Bottom Line
This by no means constitutes a complete list. However, if you start with these three elements, you increase the odds of making a great mobile impression that’s contagious.
Leadership is critical. And your chances for success increase if you follow up building a great mobile impression with thepassion and ingenuity that reveals itself in a mobile mindset complimented by the principles of design thinking.
What other elements do you think contribute to a great mobile impression?
For more on mobile and mobile BI, read my other blogs.
By Kaan Turnali, EPM Channel Contributor, from: http://www.the-decisionfactor.com/mobile-analytics/makes-great-mobile-impression/
As Global Senior Director, Business Intelligence (BI), for SAP’s Global Customer Operations (GCO) Reporting & Analytics Platform, Kaan Turnali is responsible for the development, oversight, and execution of strategy for the BI platform across GCO’s worldwide user base. In addition, he manages special mobile BI projects for the Office of co-CEO Bill McDermott and the GCO senior management team. Prior to joining SAP in 2006, he worked as a senior BI consultant specializing in strategy, design, and development of enterprise BI solutions for SMEs and Fortune 500 companies. His background and experience in the integration of business and technology span over two decades. He is also an adjunct professor, teaching BI in the doctor of business administration program at Wilmington University. See Kaan’s articles on EPM Channel here.
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