Creating Websites With Mobile UX At The Forefront

As the increase in mobile usage rises, so too must the amount of attention spent on designing a good mobile UX for the websites we design. More and more we are having to cater for the incline in mobile users within our designs which means using a flurry of innovative website design trends to display information efficiently and concisely without taking anything away from your brand.

On average we spend over 3 hours a day using our mobile phones and a whopping 66.7% of all internet shoppers in the UK were mobile users meaning that the majority share of e-commerce sales belongs to mobile users. This is why it is so vital to achieving a seamless user experience (UX) so that your customers can quickly and easily be informed about your product and convert to paying customers.

Mobile users very much know by now what they are looking for in a website whether that is a clean website design or specific logos they recognise as being synonymous with trust such as Which?. Regardless, if your website does not instil a high level of expertise and trust almost instantly, customers will leave your website faster than you can use a pop saying ‘Wait, don’t leave. So what is mobile UX and what differentiates good web design from the bad?

What Is Mobile UX Web Design?

Firstly, there is no right answer when it comes to good and bad web design however, there are common pain points that the majority of consumers will notice that tend to incite negative opinions. This could be anything such as cluttered web pages, overlapping elements and loud colours that hurt your eyes!

Mobile UX is an aspect of web design that focuses on the user interface specifically on mobile devices. This means web designers must create websites that look and work flawlessly on your mobile, anywhere. There is a distinct increase in the level of complexity when it comes to mobile UX in recent years, possibly due to customer expectations rising from seeing the innovation of large online brands that have pioneered web design.

Companies that have stayed strictly online or e-commerce have used their resources to ensure that they are at the forefront of mobile UX constantly. Companies such as ASOS & Gymshark beautifully display their products on mobile without removing the essence of their branding. 

Gymshark mobile product view
ASOS mobile product view

It isn’t all just about how your site looks, though that is a fundamental factor of mobile UX. Your site also has to load fast! It’s reported that 53% of mobile users abandon a website if it doesn’t load within 3 seconds. Reinforcing the need for speed, website speed. Notably, Neil Patel states that during a study, onsite conversions increased by 17% when page load speed was better.

Mobile UX must meet the demands of the user or customer. Therefore, if the demographic your business is targeting prefers a specific type of user experience, it is important to ensure that you cater for that in your website design. This designing for 3 key principles;

  • Accessibility
  • Discoverability
  • Efficiency

Within these principles lies the factors that must be considered carefully.

Speed – Site Speed can make or break your customer marketing funnel instantly. The faster your site the better.

Responsiveness – Similar to speed, your mobile web design must be responsive to the various sizes of devices. It must work and look great every time.

Clear & Concise Information – Mobile website design is all about conveying your company’s message clearly and concisely without filling your page with too much content or underselling your products & services.

Ven diagram of Components of Mobile UX Design

Why Is Mobile UX Web Design Important?

As we’ve mentioned, mobile devices account for over a third of all online purchases made in the UK. This means that a poor user experience on mobile for your business could be alienating a very large percentage of your target customer base.

UX is all about creating an environment on your website in which a user can find exactly what they are looking for, quickly and easily without there being too many pain points. The better the user interface (UI) and the more navigable your website is, the more likely a user is to trust your site and convert as a customer.

Trust in the modern world of online brands can be a difficult quality to gain and hold on to. With evidence showing that modern generations not supporting brand loyalty as much as others, it is important to ensure that your website and mobile UX really shows the stature of your business.

Building Trust Between You And Your Customers

When designing your mobile user interface, make sure that not just the written content portrays your brand but webpage as a whole does. The more enjoyable and hassle free a user’s experience is, the more likely they are to engage with your brand. To add to this, certain companies go above and beyond to inject their branding into their user experience on site to make their website not only a window to their business but part of the branding itself. A great example of this is ‘Dom’ Domino’s Pizza tracker. Although this is post-conversion as your pizza is already on the way by the time Dom arrives, it is a great use of creative UX to keep a customer engaged with your business even after the point of purchase.

This goes a long way to increasing the level of trust and therefore loyalty your customers have with your brand and business in the hopes they return again because of their positive experience.

Building Customer Loyalty

As mentioned above a good user experience means the chances of a customer returning to purchase again are increased. Website designers know this and use their skills to ensure that throughout the whole marketing funnel the user feels the site is secure, trustworthy and meeting the demands as a consumer. Ultimately this boils down to building an element of loyalty between brand and customer, not just for them but for their friends and the people they talk to as well.

Google research states that 89% of people are likely to recommend a brand after a positive brand experience on mobile. Meaning a powerful UX  not only supports the user but encourages them to recommend your company to others too. On top of this, customers that described a mobile interaction as helpful were 1.5x more likely to purchase something and recommend the company afterwards compared to interactions they felt weren’t helpful. Intuitive user interfaces are vital to increasing conversions and building brand loyalty.

Google mobile statistics

Mobile UX Web Design Tips

Compiling the data above, it’s clear to see that a creative, intuitive and clean user experience is vital to increasing conversions on mobile through your website. With that being said here are some of the factors we take into consideration when designing for mobile:

Design For Your target Audience

You’ve heard the saying ‘the customer is always right’? Well it has never been more applicable than in website design. With modern analytics and data tracking on almost every website that exists, it’s clear to see that customers will let you know whether your website is functioning and looks the way they expect it to. Tracking such data as bounce rates, conversion rates and pages per session, can show you just how your customers are reacting to various elements of your website.

You have also probably heard the saying ‘you only get one chance to make a good first impression’. Well with attention spans being shorter than ever (some studies suggesting 8 seconds or less!) this couldn’t be more of a priority. Load speed, functionality and the almost instant display of creative and elegant web design is essential to retaining a user after they click through to your website.

Create Simple, Clear Content

Very famous brands have fallen victim to over saturating their UI in order to stuff the information in and this has been at the detriment of their brand at times. Just as a brand can be positively characterised by their websites user interface, such as Apple, A brand can just as quickly be synonymous with bad user interfaces such as Marks and Spencers. After their website overhaul, they saw a decrease in sales of 8.1% after customers found themselves frustrated that the site was hard to navigate.

Mobile UX Principles Fundamental To Web Design


search4local navigation menu

Navigation is one of the most important parts of successful UX for mobile users. This is because you could have the very best looking website but if your customers can’t navigate properly then your marketing funnel collapses.

This is also the most contact users have with the interface of your website. An essential thing to remember is the use of calls to action (CTA’s). Over using them can cause customers to be overwhelmed with options and result in them leaving your online shop.


A product of well designed UX is the usability of your site. Essentially, the faster and smoother a user can find information and convert to a customer, the better the usability of your website is. This can be defined within the design of your website’s user interface. Using creative design skills to move users through your marketing funnel can create a much more successful website.


Where mobile UX differs from website design for desktop and in some instances for tablets is the way in which we use our mobiles. Typically, we all hold our phones the same way and we all scroll through websites in a similar way. Armed with this knowledge our web designers make sure to utilise key areas of a webpage for the placement of CTA’s.

Thumb Zones

Thumb zones refers to the areas of our mobile in which we touch the most using our thumbs. This is typically the bottom right corner and top right corner of the screen. This is why we commonly see CTA’s in these areas. A visible form of functional and simple UI to convert customers more easily.

mobile thumb zones

Mobile UX Web Design Trends To Look Out For


Neomorphism is the latest type of skeumorphism. Essentially it is the type of design favourse by large tech groups such as apple, spotify and many others. It focuses on elements of the design protruding from the background to give a more realistic aesthetic to the overall UI. 

There are many forms of skeuomorphism that are adapted for modern user interfaces as well as neomorphism. A very common one currently is glassmorphism. Developing from neomorphism it takes elements and gives them a translucent, ‘glass’ look. This is really popular for displaying important information in a very futuristic style. 

When implemented correctly, these design techniques really make your site stand out on mobile and suit the overall aesthetic of the other apps and sites on your phone.

generic neopmorphism search bar
example of glassmorphism with orange bubbles

Illustrations & Colourful Graphics

Adding flurries of colour to UI is one thing that can really help to draw the eye of the user to specific areas of your site. Think CTA’s, image borders etc. However, many leading companies that are pioneering their mobile user experiences are using colour and illustrations very differently. 

Some companies such as Headspace have used illustrations and bold colours to complement their branding and direct people through to more informative areas of their website. Not only do bold colours and creative illustrations help to break up large areas of text but they help to increase your brand personality. A great example of this would be Ikea. They are easily identifiable by their bright yellow and blue colours which are used in conjunction with illustrations all through their mobile UI.

The use of these illustrations and colourful graphics can sometimes be beneficial as meaningful fillers. Sometimes replacing the white space with something that complements your brand is good practice in UX design.

example of illustrations used in website UI

UX Writing

This trend is a little harder to grasp and often even more difficult to notice within a company’s mobile design however, this is what makes it so effective. UX writing essentially means adapting your on-page text to personify your brand’s personality whilst still serving the customer.

calls to actions with UX writing implemented


This might mean changing some of your CTA’s front the more traditional ‘contact us’ & ‘Find Out More’ to less conventional text such as ‘Talk To Us’ & ‘Want To Know More?’. This can go a long way to having your users become more familiar with your branding.

A great example of UX writing is Facebook; the make a post box could simply say ‘Write Your Post’ but instead it reads ‘What’s on your mind?’ This is a subtle interaction that asks the user a personal question, therefore, reinforcing Facebook’s branding. Other examples are 404 pages that say ‘oops we can’t  seem to find that page’ or ‘are you lost?’ instead of the traditional ‘error 404’.

For More Information On Mobile First Web Design, Contact Us

As web designers in Cardiff we create all of our websites with a mobile-first approach. We understand just how important it is to have a functional, responsive and stunning look site on mobile which is why we concentrate our efforts on the design aspects mentioned above. 

If you would like to know more about how we design a website’s mobile user experience, call us on 029 2236 0135. If you’re looking to refresh your own website to cater for the ever-increasing amount of mobile users then our highly skilled and talented team can help. Contact us and we can kickstart your online business!

A great example of UX writing is Facebook; the make a post box could simply say ‘Write Your Post’ but instead it reads ‘What’s on your mind?’ This is a subtle interaction that asks the user a personal question, therefore, reinforcing Facebook’s branding. Other examples are 404 pages that say ‘oops we can’t seem to find that page’ or ‘are you lost?’ instead of the traditional ‘error 404’.


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