You are designing a mobile web site for a company called PoliticalNews.com. It'll be the primary showcase of their political news service. The website's design must include access through mobile devices. To make sure that customers have a good experience with the PoliticalNews.com web site, what should be the primary marketing goal?
That site users leave positive reviews about products on the site
That the customer tells all of their friends about your site
To encourage the user to spend hours browsing products on your site
To present your brand as if the customer walked into your store
Explanation
Analysis of Correct Answer(s)
The primary goal, "to present your brand as if the customer walked into your store," focuses on creating a seamless and high-quality user experience (UX). For a mobile news site, this metaphor means the design should be: - Trustworthy and Professional: Reflecting the credibility of a news organization. - Easy to Navigate: Allowing users to find information quickly and efficiently on a smaller screen. - Consistent with Brand Identity: Ensuring the look, feel, and tone match the user's expectations of PoliticalNews.com.
A strong, positive first impression and an intuitive experience are the foundation for achieving any other business objective. If the core experience is poor, users will not return, engage, or recommend the site.
Analysis of Incorrect Options
- That site users leave positive reviews... and That the customer tells all of their friends...: These are desirable outcomes, not primary design goals. A positive UX is what drives users to leave reviews or share the site. The design must first focus on creating that excellent experience.
- To encourage the user to spend hours browsing...: This is not an effective goal for mobile UX. Mobile users often value speed and task completion. The goal should be to provide a valuable and efficient experience, not simply to maximize time on site. A user spending excessive time could indicate poor navigation rather than high engagement.