From a predictable desktop session to an unpredictable mobile one. Mobiles fractured and fragmented the user journey into spurts of real time and intent fueled moments. While some brands still resist adapting to mobile, some completely skipped the desktop era to embrace it. The way users interact with their favorite brands  changed drastically in the last 10 years.

What has changed?

Users turn to mobile for answers, on their commute to work or in the classroom.  They’re looking for their next pair of shoes, book a cab or check cricket scores – all at once. Intent is high and the moments are short lived, users are looking for an experience not an ad anymore; how do you make sure you’re there?

Mark their mobile moments

Moments are aplenty in a customer journey but does your service/brand add value at all moments? Make a growing list of moments your users experience or the ones you do not want your brand to miss out on.

What do they need in their mobile moments?

Stand in their shoes and understand exactly what they need in the moment to think of ways you can make it easier and simple. Are users intentfully looking to research about your service or is there willingness to buy? Map moments to points in a customer journey and how can your brand be the most useful at every moment.

Be personal, relevant in context and always real-time.

Mobile turned the tide on experience as service. Be engaging with your audience by talking to an audience of one, addressing them personally, using demographically and past behaviour trends when available to your advantage and react in realtime.

A user booking a cab is a classic example, you can target your message right when they need a cab based on their personal, demographic and past bookings information.

Consider omnichannel moments

Does your website open just as neatly on a mobile as it does on a desktop? Users fly seamlessly between multiple screens and it’s important to adapt to an omnichannel strategy to deliver value across and at every moment.


Measure what you do and optimise on what you shouldn’t or cannot afford. Keep repeating.



This blog is inspired from my experiences with CleverTap and Think with Google.


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