UX Fit for the Back of a Taxi

UX Fit for the Back of a Taxi

The role of a User Experience Designer is a rewarding one and is not performed in isolation. While UX Designers play a pivotal role in shaping a project, they are usually not the ones who hammer in the final nails. As a result, we are excited when developers and designers breathe life into UX ideas; one of this year’s projects that traveled from dream-to-deployment is the INVIVO responsive website redesign.

There was an opportunity to do something really unique for our mobile site; INVIVO’s previous website didn’t have a mobile optimized version.

We asked the question: what does the average user want when visiting INVIVO.com on their mobile device? Imagine being stuck in line on your lunch hour, worried you’ll be late for a meeting at INVIVO. You needed their phone number, and only have a moment to find it. One, two, three and four taps later and you were able to navigate to our contact page. But the phone number isn’t even live text! No fault of the original developers who could never have foreseen the mobile revolution, but definitely unacceptable by today’s standards. It’s clear that the mobile web experience is different. People have different goals when visiting a site on their mobile devices. Showing them a shrunken version of the site just isn’t enough. How could we remove friction from the mobile experience and give the user access to the things they really need to do?

UX Fit for the Back of a Taxi

The job of a User Experience Designer is to internalize a user’s goals and to ensure that the system supports these. We have a brilliant team of designers and developers who then breathe amazing life into the concepts after that. There was considerable back and forth across all teams as we worked through all of the potential scenarios as well as pros and cons of various solutions in sketch and wireframe form.

Ultimately, our solution revealed itself: have an interactive “business card” which would put the most pertinent information front and center for the mobile user. Once they type the URL into their browser, they should then be one tap away from being able to call, get directions to or e-mail the INVIVO office.

UX Fit for the Back of a Taxi

“What happens if a user visits the site from a unique URL sent to them from say, a Twitter link to our newest blog post?” – We decided the calling card would only appear after typing the main URL.

“What if a user is new to smartphones and doesn’t know about pinch or swipe gestures to dismiss the card?” – We chose to add a “go to site” link to dismiss the calling card. The least ambiguous solution here was best.

“What happens if a user doesn’t have an iPhone?” – We thoroughly tested the concept on multiple platforms and went through several iterative versions until we were certain it would work for all users.

The result is a delightfully lightweight but extremely powerful piece of interactive functionality. When you visit our website from the back of a taxi answers are a single tap away. One press of a button and your smartphone’s operating system takes over from there. And for all those looking to view our Demo Reels or our body of Work the rest of the site is still available in an intuitive and responsive layout.

UX Fit for the Back of a Taxi

From the interactive business card, to the main page, to the navigation drop-down, to the blog. Hey, you’re here!

By |September 18th, 2013|Syndicated Content|

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