Why UX Research Should Be a Priority for Mobile Marketers?

Last updated: 06-29-2019

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Why UX Research Should Be a Priority for Mobile Marketers?

An audience-centric UX design plays the most crucial role in mobile marketing. Find out how to make right user persona and conduct UX research for successful mobile marketing, with Atman Rathod, Co-founder at CMARIX TechnoLabs Pvt. Ltd.

With the penetration of smartphones in every nook and corners of life has completely transformed our expectations from digital interactions. A whopping 65% of digital media time spent by people belongs to smartphone apps. The use of desktop has long been surpassed by smart handhelds. Naturally, mobile user experience became the fervent battleground for businesses to stay ahead of the competition.

Do you know 96% of mobileusers just forget a website they visited if it is not optimized for the mobile experience? Most alarmingly, 52% of users just don't like to do anything with a company that cannot provide a good user experience. As the vast majority of local searches by consumers now happen on mobile, bad user experience directly results in an irreparable loss of sales and branding opportunities.

So, user experience has become an integral part of mobile app marketing. But where do you start when deciding to ensure a great user experience (UX)? Well, your UX decision and design should be grounded on proper research and relevant insights about user preferences, pain-points, and on-screen behavior. All UX research invariably should start by creating the right persona for your user. Through the length of the present post, we are going to explain the role of user persona in UX design and what it takes to create the right user persona. 

Also Read: Is Your User Experience Keeping up with These 8 UX Trends for 2019?

A user persona is a mock representation of the hypothetical user complete with various personality attributes including name, age, gender, preferences, cultural makeup, hobbies, etc.

You can be tempted to think the exercise of creating a user persona rather futile considering the fact that you already know so much about the users you deal with. But your present knowledge about the users may not prove sufficient to drive campaigns that resonate with the wants and preferences of the right users. This is where the advantages of creating a user persona comes into play.

Let's explain this with an example. Suppose you are a camera manufacturer brand and you are planning to launch a new affordable camera for young travelers. You already have some specific idea about their demographics like the target age group of 18-25, their urban habitats and travel interests. But what you lack is a representative face of the target user group.

For example, when creating a piece of content titled “Top 10 Canera for Landscape Photography” you thought of Rick Davis of Alabama. But by going deeper into his interests and other specific attributes you understood that Rick may really be interested to know about the top 10 places in North America for travel photography. So, deeper user research actually helps you to know what type of profile is actually interested in the said content and your product offering. This is why you need to create a user persona that perfectly suits what you are offering.

UX design experts depend on user personas to make well-informed design decisions. Based on the findings through user persona they can take a call on features and contents ideally fit the user preferences and needs. Moreover, user persona by providing a detailed representation of the customer ensures that everyone in the design team shares a similar understanding about the target user and the UX design objectives.

In the present day customer-focused UX design environments, both designers and copywriters work hand in hand to deliver the right mix of design and content for the target users. This is why new job titles like UX copywriter have emerged. While designers deal directly to meet the design concerns specific to target customers, content writers make a complementary contribution by speaking to the users with the right tone and use of words. While creating contents the UX copywriters create their contents based on user persona.

Also Read: 4 Tips To Consider While Designing Your Mobile App

For design and copywriting decisions, you need to look up to the user persona as your guiding factor. But how do you create the user persona in the first place? Well, you need to start with the basics of naming and a few demographic attributes. This is similar to creating a fictional character. But obviously, this requires a lot more layers of attributes than these.

Here below we mention the elementary attributes and characteristics of your user persona.

Now that you have created the basic outline of the user persona it is time to add more life to this fictional representation of your customer. A real-life person is a lot more than just name, location, age, marital status, occupation, and a photo. Without the personality traits, a user persona simply amounts to nothing and of no practical use for the marketers.

Some of the key personality traits and relevant attributes of user persona include the following.

Now, how can you be so sure about the characteristics you defined for your users? How can you take all these attributes of user persona without testing them? Well, this is why you need user personality testing.

Among the various personality test tools and methods, the Myers-Briggs Personality Test is considered to be very efficient. This testing tool splits user personalities into 16 different types while considering 4 key personality traits, namely, sensing/intuition, thinking/feeling, introversion/extroversion, and judging/perceiving.

Now, when you have more or less shaped the user persona in all its specific details, it is time to put this user persona into very detailed flow charts followed by designing a wireframe of the app. Let's have a look at them. 

A user journey map or user flow chart basically captures the user activities into a structured map. Here are the two basic constituents of this.

Finally based on User Journey Map and the design decisions based on user persona you create a mock visual design of the app. This basic design framework of the app is called wireframe. It will describe how each screen of the app will look like and how the flow of the app pages will follow through the user journey. With wireframing done, you can further evaluate and reevaluate to bring the necessary design changes.

Also Read: Optimizing Mobile Fraud Signals to Deliver Better UX

Last but not the least of all important UX design steps is to take help from deep analytics to understand users. There are plenty of credible and effective deep analytics tools that sitting deep inside an app can capture most valuable user data and process them into vital insights concerning user behaviour. For an app to address the shortcomings of app UX early and often, analytics tools remain at help on a continuous basis.

Some of the key things that you can expect an analytics tool to do include the following.

So, while user experience remains to be in the focus of mobile marketers, there is a lot of background work to understand the users and the typical user behavior. Creating the user persona and incorporating it into the design and content decisions seems to be the key building block for the success of mobile app marketing.

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