At the IAB Expo yesterday, Melanie Varley and Andy Wasef of MEC made the case that the only way to be creative is to put mobile first. The growth and ubiquity of mobile devices require brands to consider mobile experience first. As we do so, we will build better user experiences in all channels.
Designing for mobile means designing for utility and fun; considering the user’s mindset and making the interface as intuitive and transparent as possible. This morning, as I was on way to the airport, I experienced a great example of how brands build their brand by building great mobile experiences.
I was on a hotel shuttle to LaGuardia, and folks were going to all different airlines. @Delta flies out of several terminals there; a couple on the shuttle knew their flight number but not the terminal, and were worried about missing their flight. I used the Delta app (already on my phone) to look up their flight and find the gate number within a few clicks. They were relieved, the driver was glad to be able to take them to the right place, and I enjoyed being able to help someone.
I’m not flying on Delta today, but I had a great brand experience with them anyway. It was one of those “frequent lightweight interactions” that the folks at Facebook often mention. This is how a brand builds a relationship with its consumers: by giving us something that makes our life easier, makes us smile, lets us express ourselves or help someone.