Why our phones rule their world

Tell me truthfully, what you did you do this morning when you woke up? The first thing you did. Let me guess. You checked your phone. Not only you checked it but you stared at it for at least 10 minutes according to Chinese studies published last month. Phones shaped the world we live in today and they are building our future. Can you imagine working, socializing and even just communicating without one ? If today’s communication’s companies all agree on the theory of “perfect adaptability on mobile”, every domain looking for long term customers and higher sale rates need to consider it too. This is why, as a communication expert and copywriter I will explain how this phenomenon as occurred and how one can optimize its experience in the area of mobility.



So phones rule the world of almost every company on the market. These days such statement is not a surprise, but why ? How did we end up in such a digitalized society ? The history of mobile phones is rich in events and fast growing technology trends so explaining each step of it would be too laborious for this kind of article. Still, it is necessary to focus on how people’s behaviors have shifted threw decades because of the mobile evolution. We often hear people over forty telling stories of what was their life before cellphones. How they used paper maps, would communicate threw letters or landline telephones and could meet someone at a precise place, set days in advance, without sending texts every second to ask where the other one is. It can sound surreal to some of the so-called millennials today but this is actual history.



To be concise, everything started with smartphones. A smartphone is simply a mobile phone that has an advanced mobile operating system (GPS, personnal assistant, etc..) and even if the first one was created in 1992 by IBM, its only in 2007 that Apple created the international wave with the famous iPhone. Ever since, our way of living has turned into a need of limitless accessibility to everything in the most simple and practical way possible. We want to get things easily, it’s the all-in-one concept; in my phone I have a map, a calendar, a camera, a mp3 player, a web browser and a communicating device. It’s the swiss knife. So if one has to create an app, this one will have to be good enough for me to waste some of my precious internal memory. Then obviously, even if the task looks complicated, it is necessary for a company seeking for a broader influence on the market to consider adapting its website to phones either with an app or a website made for mobile phones.  Also important, waste of time is the most dangerous threat entrepreneurs have to deal with today – customers will not stay more than 1 minutes on a app if it does not meet their expectations at the first try out.

If you want to create your own app, make sure to make it easy for the customer. Respect your brand image (logo, colors, fonts..) and create a logical link between the app and the website. Do not forget to offer only efficient tools, do not go too far because you feel the need to fulfill every need of the clientele. Focus on the core of your mission – why will they download your app ? What will make you different from your competitors in terms of efficiency, speed and understandability will be luxury that you can only afford with hard work and market analysis.

This is why Instagram works so well. It is the perfect mix of what people like (beautiful pictures), what is on the market and a simple, clever way to put together social networking and art. All that aside, it is also a smart app. It was the first one to offer quality filters but also easy sharing tunnel on social media such as Facebook – which is probably why the latter bought it.

Mobilility User Experience is a complicated name for a clear idea : the customers depends on mobile phone, the marker depends on customers so the market depends on mobile phone. Simple theory proven by the weight of the mobile market nowadays.

Our phones rule their world.


Mathilde’s opinion on Mobility UX

Mobile users and mobile usage are growing. Knowing that user are doing more on mobile, the purpose is on how to improve individual’s use of each elements in order to create the mobile user experience.


How would we define the mobile user experience ?

It encompasses the user’s perception and feelings before, during and after interacting with their mobile, either through an app or a browser. It has to be simple and understandable for everyone. The mobile user experience

includes  tools such as functionality, context, user input, content and marketing, among others. The relevance of these elements will change depending on the type of device used.

Every steps of the mobile user experience need to be taken in consideration such as functionality which has to do with tools and features that enable users to complete tasks and goals. For example, for a cosmetic brand like Yves Rocher, it includes supporting in-store shopping via easy access to product reviews on mobile devices. Another domain that shouldn’t be forgotten is content, various types of materials in different formats, such as text, images and videos, which provide information to the user. Always give the user control over multimedia content by not auto-starting video or sound, in order to allow the user to skip or stop multimedia content. Keeping all of this in mind, one should not forget the design phase which will shape the visual identity of the company.


Any company who wants to built a community and sell, need to have in mind those key point stated above in order to succeed. As an example, what people are expecting to found on a cosmetic app, is to access simply and quickly to what they want to purchase, for instance when a women is looking for a eye shadow, she will probably need help to find the best product that fit her expectations, so she would be grateful if she could get any virtual assistance on the app she’s looking at. If she has a nice souvenir of using the app, she will comeback on it and keep making profit for the company.


We’re living on the age of Internet , it’s important for the business world to understand the growing expansion of mobile and other devices users in order to met their expectations through app and website. The mobile user experience is still growing with continuing improvement in opportunities to arise.



Mathilde Ros

How Rachel sees Mobility UX

There are more than 1 billion existing websites online so making your own web page visible and useful for visitors has become a very hard task for companies.

If the visibility of your website is a key point to its success, it cannot develop itself without a proper analysis of mobility user experience.


What is Mobility User Experience (UX):

« User experience is the art of planning a product’s design so that interactions with the completed product will be as positive as possible. » Search CIO


The main aspect of Mobility User Experience is the idea of simplicity – the more easy and simple your website is, the more visitors you will have. The key is to bring a positive experience entirely made for the visitor, to help him discover all contents and services your website offers.


Why it is important?

All the interactions that the visitor will make on your website are important for your company ; its aim is to be very accessible and make it as efficient as possible. Nowadays there are billions of options for visitors therefore they do not stay too long on your website. The average time spend on a new website is 10 seconds, so if they don’t have a good first impression of the web page, they will leave. For example, if you are a company and you have created a website for E-commerce your goal will be sale. However if your purchase funnel is not clear and simple your customer will tend to leave.

A concrete example of a distinguishing website would be SNCF website. The french rail company has created a very good-looking website; first the visitor has to select a category (it can be either companies, SNCF employees or particulars); depending on their needs, they can easily find the services they’re are looking for on the side of the page; finally and, the most essential feature, purchase funnel is very well developed since there are only three steps to book your train ticket.

How can one make it simple?

Even if your content is very complex the most easy way to design a good and simple website is to organize and rank well all your content. Try to put the most important information on the top where people can easily find it. An other tip will be to illustrate your content with some images and good examples.



Regardless the topic of the website one has to state in mind the behavior of the visitor hence the Mobility User Experience. Web developers and companies may consider that their customers never have much time and they have a lot of other options online. For instance, if they want to ensure their’s website success visitors should be able to use the website without losing their time.

To summarize, when people talk about UX or Mobility User Experience the thing everyone should keep in mind is simplicity and efficiency.

Rachel Hane

How Pénélope sees Mobility UX

User experience has become an important part of enterprise mobility strategy



Nowadays, mobility is everywhere. We use smartphones and tablets for almost every task in our everyday lives: it goes from knowing the weather to reading a book, from learning how to cook a special meal to writing an article for our work. And, as it has become such an important part of our lives, enterprises must now learn how to be really efficient in terms of connected objects and interactives surfaces to interact with their users. It has become essential for them to offer easy-to-use platforms which reduce and facilitate the buying process. In order to do so, and to seduce a mobility user, companies need to develop the most attractive websites and applications.


The websites have to focus on the users needs and have to create special features that respond to these needs. The design must be good-looking and clear, so that the user can understand it in a few seconds. He must be able to find the informations he is looking for quickly, on an organized platform. It is actually this idea that companies must remember while creating mobile apps: they have to develop apps as accessible as websites on a computer, except that the user is, in our case, on a smartphone or a tablet. An essential aspect in mobility user experience is that the user can be everywhere in the world, doing everything. In order to become the most competitive enterprise, to enhanced their strategies, companies have now to think in term of optimized mobility user experience in their global strategy.


To illustrate how user experience is today essential to enterprise mobility strategy, you can simply think about a travel agency: to respond to users requests in travel organization, travel agencies have to develop apps with many features. It can go from a localisation feature to a list of the offers, from a guide to every destination to a purchase funnel. People want to find on the app all the features that can help organize their future trip, with the same ease that you have on the website.


The most important area to develop for companies, in order to succeed and grow, is to focus on their customers. As users had become more mobile than ever before, as they can travel all over the world in a simple click, they want today apps that can follow them everywhere and answer all of their needs. This is why, enterprise must focus their digital and global strategies on this main idea, user experience mobility.