Is optimised always optimal?

When to break the rules for good.

Should we make it work on mobile?

Hell YES!

What do we mean?

1. Reduce the amount of content2. Single column layouts work best3. Present that navigation differently4. Minimise text entry5. Decide whether you need more than 1 mobile site6. Design for touchscreen and non-touchscreen users7. Take advantage of inbuilt functionality

Communicate via colours!

But everything?

Don’t optimise … ?

• CMS– unlikely to have content on device

• User journeys that *need* additional support– Sales funnels that benefit from offline interaction

• Complex products or services

• Bespoke luxury goods

• Highly personal services (e.g. childminding)

• Critical tasks that need uninterrupted connections

Registration form

http://www.mobilephoneemulator.com/

Oh dear…

• User is now lost in a complex CMS

• No longer in your easy to understand sales site

• Unsupported and confused

= BAD EXPERIENCE

Not optimal, but better

Form is more complex but contains information about the product and

trial

User is given a ‘thank you’ message, not direct access to the product.

Verification email includes more details, support contacts and access

to platform.

Log in is not prevented after form submission, also teaches user

about route to log in for future.

Breaking the rules

• Minimise form fields

• Minimse content

• Straight to platform

THANK YOU!@Lou_Bloom