Tag Archives: user experience

GoWallet Forgets That It’s A Mobile App

I was standing in line at the grocery store the other day, loyalty card in-hand, when I saw an image of a mobile phone on a nearby display. On it was printed, “Access Your Gift Cards – anytime, anywhere” (I’m really tired of companies who have anything at all to do with mobile using ‘anytime, anywhere’. In this case, there’s a picture of a mobile phone. I get it.) Then there was a picture of a phone with a few logos on the screen such as Best Buy and Safeway (the store in which I was standing). At first I thought it was suggesting I could load my Safeway card onto the phone, probably because I was actually holding my card.

image: MobileMarketingFail.com GoWallet Display

I was going to try it (or at least get the app – I didn’t have any gift cards at the time) and impulsively reached for my phone to scan the QR code. But in a brief moment of disbelief that quickly turned into disappointment I found no code to scan.  There was a URL for gowallet.com but it was my turn in line and I had to pay for my things.  I had enough time to scan a code and that was it.

FAIL

After checking out I looked for an empty check-out isle and found the same sign. I opened the browser on my phone and tapped in gowallet.com. After several seconds and a bit of forced patience (is it that hard to make a mobile site that loads fast?) I was offered the following on my screen:

image: mobilemarketingfail.com GoWallet site

 

Eh? This can’t be happening. This is a full web site! What am I supposed to do with this? Arrrgh..

FAIL

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What could have saved this experience/campaign?

This multi-level fail needs a lot of work to make it a good mobile experience. It’s surprising that a service that has mobile at its heart is so un-friendly to the mobile user. Let’s start at the top.

1) Call-to-Action – Even with the questions about the long-term viability of QR codes this would have been the place to have one.  For those who know what to do with a QR code it is simply the fastest way to create a connection with the mobile user.  Just putting the URL is not enough. Opening a browser and tapping in URL - even a relatively simple one - is not as fast as scanning a 2D barcode.

2) Mobile Web – The GoWallet web site, whether someone tapped or scanned to get there,  MUST be made mobile-friendly. If for some reason the site can’t be made friendly at least create a landing page that briefly describes the service and allows the mobile user to easily show some initial interest (no-one will complete registration from their phone) by entering their email address or linking to a download of the mobile app.

3) Promote the App – Using basic device detection it is relatively simple to re-direct mobile phones to the mobile app in the appropriate app store. Then, tell them more about the app and the overall service once they are there and only one tap away from a download. Don’t make mobile users read a detailed web site and then hunt around for the link to get the app. Take them to the app, get them to download and walk them through the process.

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5th Avenue Theater’s Mobile Site Fail

This is a guest post from Kim Sklar, a student in the University of Washington’s Masters in Communication in Digial Media (MCDM) program. Here original post can be found here. She recently attempted to use the mobile site of Seattle’s 5th Avenue Theater.

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 disclaimer: I only say these things as helpful suggestions and observations because I love the 5th Avenue Theatre…Broadway gods please don’t smite me or take away my season tickets discounts for the criticisms I am about to make. Love, Seat 4D).

Big fan of musical theatre here (did I mention that yet?)…not a big fan of the 5th Avenue’s total lack of mobile savoir faire. Here is a comparison of their regular web site and the mobile web site.

5th Ave's regular web site vs. mobile site

As far as I can tell, the only differences are:

    • the layout
    • there are now three navigation boxes to choose from, instead of six
    • any of the buttons I might have clicked on before (buying tickets for an upcoming show, renewing subscriptions, subscriber benefits) are now gone. Only donate, summer program discounts and info for one show remain…only one of those I’d need from my mobile phone.

Maybe they used a auto-mobile convertor? The real mobil-emma (mobile+dilemma, wait for it, it’s gonna catch on) is that neither set of navigation areas actually direct me to where, as a subscriber, I need to go.  The site takes nearly a minute for all the pictures to load, and the menu button (which is most likely the button that you’ll need to use) is about 3 pixels wide and shoved in the upper left corner of the screen where you can’t actually tap it very easily. I know that season ticket holders are not the only business, however, I do feel like they are the one that would be the main mobile users.

Le sigh. This is a organization that could really benefit for a mobile site redesign.

As a subscriber who often accesses the 5th Avenue’s site at least one a month, I would love to see the mobile platform focus on:

  • Directions, contact info and
  • Parking information (the 5th offeres free parking to season ticket holders, but I can never find out which garages are participating)
  • Show information (dates, start time, cast, description, etc. I’m not looking for HD picture slideshows on my phone).
  • Subscriber perks (restaurant discounts, special events, renewal information)

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What could have saved this campaign?

Well, Kim is right. The 5th Avenue Theater needs a separate mobile site. Their full site contains too many rich graphics for mobile and the content of the full site is not organized around the needs of the mobile theater goer. The theater needs to understand who their mobile customers are and define the experience they want to provide.

It appears their site is attempting a form of ‘responsive design’ or ‘graceful degradation’ – techniques used to alter the way a web site displays based on the device/browser that is accessing the site. Typically, however, these approaches use the same web content (images, copy, etc.) and just use style sheets to change the way the content is displayed by hiding certain things and changing their location on the screen. From purely a display standpoint this can work but it is nearly impossible to use these techniques to affect the  changes in IA (information architecture), content quality and UI (user interface) required for a good mobile user experience.

The 5th Avenue Theater needs a separate mobile web site.