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3
“Mobile First” and “Mobile Only” present marketers with new challenges
Source: comScore
4
Global mobile data traffic grew 81% in 2013
Total number of mobile devices grew to 7 billion
In 2013
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Consumers spend
of their time online
on mobile devices.
37%
Source: comScore
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Nearly 45% of millennials (ages 18-29) use their mobile devices for most of their online browsing
Source: Pew
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51% of all African-Americans & 42% of Latinos use their mobile device for most of their online browsing
Source: Pew
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If your content doesn’t exist on the mobile screen, it doesn’t exist at all.
- Karen McGrane
Source: Harvard Business Review
10
Consider…
90% of users switch between devices to complete a goal
Source: Mobify
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THE FOURGUIDING PRINCIPLESOF MOBILE LOGIN
Less is MoreUI and UX
are ImportantFingertips
are BigProvide Value
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1. Less is MoreSimplify, minimize and reduce requirements for user input
Typical checkout conversion rates:
• 3% on mobile
• 28% on a desktop
Source: SeeWhy
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2. UI and UX are Important
Challenges in Mobile UXMistake Intolerance
Desktop-Oriented UX
1 + 1 ≠ 2 with Mobile UX Problems
The Login Barrier
1
2
3
4
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• Avoid text links • Use buttons or delineated
spaces• Think fingers (not cursors)
while designing• Avoid clutter• Strip away the unnecessary
3. Fingertips are big
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It’s your job:• Identify value you can offer• Provide that value• Articulate it at registration
to encourage conversion
4. Provide Value
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1. Use On-Device Credentials
Leveraging credentials already stored on-device authenticates consumers faster, and with fewer steps.
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2. One-Time Login
A good login experience means never having to do it again! Registration and login should occur the first time you launch the app, but never again.
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Be frugal with your copyAvoid excessive text blocks that crowd the screen and force additional scrolling.
3. UX and UI Best Practices
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Eliminate Nonessential User Input
Require Less Data for Account Creation
3. UX and UI Best Practices
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4. Communicate Value Exchanges ClearlyTypical reasons to login or create account
1. Easier, faster experience with social login
2. App will remember you for next time (what you did, saved, etc.)
3. Sync with account preferences or permissions (from existing account or desktop)
4. Access to exclusive content on mobile
5. Seamless commenting or messaging
6. Complete purchases and checkout faster (with data from an existing account)
7. Personalized recommendations
8. Special offers, discounts or promotions
9. Easier / faster to enter contests or giveaways
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Here are a few ways you can pursue additional information after initial registration:1. Interstitial screen when a user moves to
other areas of the app
2. Additional requests at the start of future app visits
3. Gather from the desktop and other touchpoints
5. Gather Data Progressively
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If you have multiple apps on a single device, make sure they can leverage a shared identity.
Amazon does this now on Android with Kindle, Amazon Mobile, and Amazon MP3
Cross-App Single Sign-On
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7. Native to HTML Single Sign-On
Some apps leverages a combination of native and HTML components (like Quora, for example). The User’s credentials must move from the native app to the HTML layer seamlessly.