Last week we launched the first in a series of posts on how to boost your mobile site’s appeal. This second post in the series will discuss creating a whiz-bang user interface (UI).

Even the best content can be rendered useless by an unfriendly UI. With the booming popularity of smartphones, and their hefty price tags, today’s tech-savvy consumers expect more from a mobile website than a simple list of text links with an occasional image sprinkled in between. If this describes your mobile site, you may be in dire need of an interface lift, especially if the bulk of your customers are smartphone users.

So how can turn your UI from drab to whiz-bang? In short, the key to a successful UI makeover consists of designing the UI for touch (a topic that deserves a separate post) and then kicking it up a couple of notches with sophisticated visual elements and features that accommodate common finger motions such as swipes, flicks, pinches, and resizes. Let’s take a look at a few great examples.

Take a business where “reach out and touch” has a special meaning: Match.com. Match’s mobile site has a whiz-bang UI that includes: (more…)