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 ve 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
sacricing richness of content.
