beautypg.com

Methodology – Google PRINCIPLES OF MOBILE SITE DESIGN: DELIGHT USERS AND DRIVE CONVERSIONS User Manual

Page 4

background image

METHODOLOGY

04

The study was held through 119 hour-long in-
person usability sessions with participants in
Chicago and San Francisco.

Participants were asked to perform key tasks
on their own phones. Both Android and iOS
users were included.

For each site, we asked the participants to
complete a conversion-focused task like
making a purchase, booking a reservation
or researching plans/prices. The participants
voiced their thoughts aloud as they
conducted their tasks and then rated their
experience with each site.

Researchers also provided ratings based on
site experience and task success, and logged
errors/site issues by severity.

The results uncovered

25 mobile site design

principles

, which we’ve grouped into five sections:

• Homepage & Site Navigation
• Site Search
• Commerce & Conversions
• Form Entry
• Usability & Form Factor

For each principle, we cover insights from our
study, the key takeaway for your site design and
an illustrated example from a best-in-class site.

Key Takeaway
The common thread in all sections is that

mobile users tend to be very goal-oriented -

they expect to be able to get what they need

from a mobile site easily, immediately, and on

their own terms. Ensure success by designing

with their context and needs in mind without

sacrificing richness of content.