My Daily Routine with my Mobile Phone
The first thing I touch when I wake up is my phone. My day typically starts when I stop the annoying alarm on my phone. I normally check the notifications that I missed with one eye open while the other one eye still sleeping.
Thank God, we can finally go back to campus after spending the whole first semester online. After getting myself ready, I would grab my phone and Presto Card on my way out. Topping-up my card has never been easier using the Presto App and NFC function on my phone.
Commute to campus is another challenge, but music is my lifesaver when it comes to an-hour long subway ride with no signal at all (ughhhh good job TTC!). At this time, Spotify is a great antidote to boredom. Between classes, I like to treat myself a cup of Tim Hortons. For the sake of free food and drinks, I like to use Tim Hortons App to gain points and check out any offers for the week. The thing is I never carry cash, so I often pay with my Apple Wallet. Who else agrees with me that the sound ‘ding!’ of Apple Pay is so satisfying?! (Sorry, not sorry Android!) Throughout the day, I communicate with my classmates and friends on WhatsApp, and scrolling through Instagram when I get bored (definitely not during the class!).
Micro-moments
I couldn’t imagine how I can survive without my phone. Especially when we live in this dynamic city Toronto, you’re basically a caveman living in the concrete jungle without these apps (Presto, Spotify, WhatsApp, Instagram, Apple Pay). According to Google, micro-moment is defined when “people reflexively turn to a device—increasingly a smartphone—to act on a need to learn something, do something, discover something, watch something, or buy something.” Now that when I rethink of my daily routine, micro-moments are constantly occurring which prompt the usage of these apps on my phone.
The constant micro-moment I have is I-want-to-travel/I-want-to-buy moment. For example, when I want to top-up my Presto Card, I always do it upfront on my way walking to the subway station because I got no time waiting in the long line for the machines. As I mentioned earlier, I also do most of my purchase using Apple Pay as it’s just one tap away!
The second micro-moment is I-want-to-be-entertained moment when I open my Spotify app. Besides music, sometimes I do listen to podcasts on Spotify to kill time in the subway.
The third micro-moment would be I-want-to-eat moment where I will head over to Tim Hortons to order my favorite “Double Double”.
The other micro-moment would be I-want-to-connect moment where I will chat with my friends over WhatsApp and Instagram DM. It is especially important for us as an international student where most of our networks, families and friends, living in another part of the world. The feeling of getting connected is strong!
The last micro-moment (but also the funniest) would be I-want-to-relax moment. I believe everyone has an experience where you accidentally found yourselves watching Instagram Reels for one hour straight! I know it is addicted like drugs, but the reason is just because we want to relax the brain after the long day of hard work (as long as you have control of yourselves, sometimes it’s OK to relax!).
Mobile “Friction”
At this point, the one thing I have to complain is Presto. I would not say the app sucks, but there are certainly some rooms for improvement in their UX. It was surprising for me when I first got to Canada and found out that Apple Wallet does not support Presto Card. We will sometimes forget our Presto Card, but we will never forget our phones. In United States, Japan, and Hong Kong (where I’m from), we can add our travel cards to Apple Wallet. Therefore, I do experience mobile “friction” during I-want-to-travel moment.
However, I understand there must be some constraints over some sorts of company partnership agreements. Let’s hope in the coming future Torontonians can enjoy the new functions of Presto Card!
Marketer’s Insight
1. UX/UI helps improve customer experience. UX and UI are irreplaceable to determine the first impression of a business from customers. Nowadays, customers emphasize their experience more than ever. It is a crucial part in digital marketing. We as the marketers should make sure customers receive a seamless and positive experience.
2. Responsive user interface. When everything comes to mobile first, it is critical for businesses to develop their websites user-friendly on customers’ mobiles, including all screen sizes and resolutions on different mobile brands. It is worth mentioning that over 50% of global traffic in 2017 was conducted using mobiles. Therefore, marketers should eliminate friction on mobile and start focusing more on mobile eCommerce.
3. UGC is the king! As more and more consumers value connection over social media platforms, the power of user-generated content (UGC) is important. While UGC showcases authenticity, it is way more powerful through word-of-mouth in marketing the product/service. We as marketer can make good use of campaigns to create UGC over the different social media platforms (e.g. creating hashtags for competition/raising awareness).
I hope my blog give you a bit of insight! Feel free to drop me a comment and stay tuned for my next blog!
P.S. show some love for my illustrations!
Comments