Why Brands Should Focus On Multi-Device UX


Creating correct UX strategies that work flawlessly on all devices and sizes has become increasingly significant

The way humans access information has changed drastically over the years. With the introduction of new devices such as smartphones, tablets, iPads, smart cars, wearables, PCs, and laptops, it is critical to take into account the ever-increasing variety of screen sizes. In fact, a user’s expectation grows every single day. Therefore, creating correct UX strategies that work flawlessly on all devices and sizes has become increasingly significant.

Like any other journey, the road to multi-device experiences has a couple of fundamental boundaries that should be remembered. Starting off with getting to know your user, a brand should keep an eye on the context, activity, and duration of a person’s task. Secondly, brands should focus on the display size, and the scale of the final presentation. And thirdly, it is important for a brand to note the proximity to a device, or the physical distance a user keeps while using an application.

After accomplishing all the above, comes the device mobility and attention span. It is imperative to remember if the user is on the move, and what is the average length of time they spent on a device. Furthermore, other device features such as GPS, camera, and microphone are important elements to focus on as well.

A noteworthy example of a great multi-device UX experience is of the American event management and ticketing website, Eventbrite. In this instance, the fundamental objective of the brand is centered around sequenced exercises such as organizing, and attending events. Therefore, the outlook of their website incorporates registering for an event tab where a user typically gets an event invite over email or through browsing the internet. The interface allows the user to decide on registering for the event, read its details, and then decide whether they want to complete the sign-up form.

When the initial step is completed, the user workflow related to attending the event tends to consist of a number of subtasks like checking in at the event venue. In fact, Eventbrite’s mobile application accommodates these little tasks through features like providing directions and offering a scannable barcode for easy check in — making a user’s experience stress-free.

Design approach

There are plenty of design approaches when it comes to multi-device UX. Some of the main ones are consistent design approach, continuous design approach, and complimentary design approach. A consistent device approach happens when the same experience is ported across various devices. Take any real estate brand which offers core components like content offering, search bar, and a property details tab as an example. It essentially has a consistent piece of content presented across all gadgets.

On the other hand, with a continuous approach, the multi-device experience flows from one device to the next. A genuine illustration of this sort of approach can be seen in Amazon’s Kindle. The ecosystem of the device enables users to have an ideal reading experience across multiple Kindle devices and apps no matter where they are or what they’re doing.

Thirdly, the complimentary design approach involves collaboration among multiple devices operating together as a connected group. For example, when a user plays scrabble online, the tablet is used as a game board and smartphones are used to hold the tiles. It is clear that smart devices have pervaded every aspect of humans’ daily lives, and as a result of living in a multi-gadget environment, our experiences feel more normal, liquid, incorporated, and predominant.

Take an example of the Apple ecosystem, which is perhaps one of the more comprehensive ecosystems in the tech market. All Apple products like iPhones, iPads, Macbooks, and iMacs are ecosystem-enabled devices. These products enable users to discover information in one place via iOS devices they own. Furthermore, one can flawlessly associate various gadgets to improve on complex tasks, and furthermore experience the multi-gadget experience when offline. For instance, a person can make a payment online or in-store using Apple Pay. People can also AirDrop photos and videos to others in an instant.

As per a 2020 survey conducted by Statista, the average American had access to more than ten connected devices in their household. People had access to more than two computers on average and more than two mobile phones in the evaluated period, therefore it is important for brands to focus on their multi-device UX experience in this day and age.

A few brands like Sainsbury’s have effectively begun changing the user journey by looking at world problems. During the Covid-19 pandemic, the supermarket chain adopted in-store smart shopping to enable customers with a till-free experience. The tech works in a way that customers can use a smartphone app or a handset to scan their items as they go. Then, once they’re ready to pay, they can connect their device to a dedicated payment point to quickly check out, and leave.

Numerous strategies encompassing multi-device UX have been around for a long time. However, businesses should continue exploring and considering more ways of meeting their customer’s expectations and behaviors. These days, when people engage with a brand, they expect to perform tasks or processes across the multiple devices they own.

Moreover, organisations and brands can also target new customer segments if they have a more powerful, significant client experience set up. It’s true that nobody can predict the future, yet taking a gander at the past, one thing is for sure that innovation will continue to progress in inconceivable ways and the best way to get up to speed to the game is to continue to propel a brand’s multi-gadget UX journey.

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