At some point in your life have you’ve visited a webpage on your mobile device and had it take a ridiculously long time to load? My guess is yes that has happened to you. 

Mobile devices have a harder time loading web pages that are a large file size. Slow pages increase bounce rate and decrease time spent on a page. Basically – if you want your user to stay on your website you need to optimize for mobile. 

How can you do that?


With slimmed down web pages; duh! AMP is an open source library created by Google to help create web pages that have minimal loading time. With stripped down HTML, a JS library, and the Google AMP Cache you can create web pages that load almost instantly for your users. 

If you read my recent blog on search engine marketing, I talked about how one-way Google decides page ranking is based on your load time and user experience of your site. With AMP not only can you improve the experience of your webpage but you can also improve your search ranking. Also, faster load times means that your website will be more reliable for your users so they will come back time and time again.

AMP Design Principles

User Experience > Developer Experience > Ease of Implementation.

Only do things if they can be made fast.

Don’t design for a hypothetical faster future browser.

Prioritize things that improve the user experience – but compromise when needed.

Don’t break the web.

No whitelists.

Solve problems on the right layer.

Who uses AMP?

TransUnion– by implementing AMP pages they saw a 3% rise in conversion, a 26% lower bounce rate, and time on site multiplied 2.5 times.

CNBC – As a news source, it is important for CNBC to ensure their users can get their content when they want it. After CNBC implemented AMP pages, they saw a 22% increase in returning mobile search users and a 4x decrease in mobile load time.


progressive web app is AMP’s app cousin. PWA are web apps that are slimmed down and optimized for mobile use. They load like your typical web pages, but go far beyond that with things like offline capabilities or push notifications

Think about it: an app experience, but in your browser.

Why care?

52% of web traffic is through mobile phones. 

53% of users will abandon a site if it takes longer than 3 seconds to load. 

40% of web users would not re-visit an e-commerce web page that does not load quickly enough.

If any of these stats seem alarming to you, you should care about AWP and PWA. Your site’s user experience is imperative to conversion or usage of your site.

With AMP and PWA we can offer users richer experiences on mobile and web.

The Future is now

Mobile isn’t going away – With this in mind, it is essential to think about having a consistent user experience across devices. 

Voice – Graphic-less user interfaces are on the rise. With technology like the Amazon Echo or Google Home designers need to think more about designing a user experience without an interface, such as how do people talk to a device or how do we create a journey with a conversation?

VR, AR, & MR – With technology like augmented reality the physical and digital worlds are mixing. When we bring these two worlds together what challenges will we face?

Tips for UX Design for Mobile

Focus on the essential features – Having tons of elements does not mean a better app, by focusing and having the most important features available to your users you will provide a better experience.

Cut the clutter – Don’t overload your user with too much information, strive for minimalism.

Be finger friendly – People are using the app or website on their phone, meaning they don’t have a mouse or keyboard! So be sure your touch controls have a target large enough and that your app is driven with touch.

Feedback – One of the most fundamental pieces of human-computer interaction is user input and computer reaction. Be sure to give feedback to the user when the app is loading or doing something, let them know it’s working.

And always, test your design.  

At the end of the day, the experience a user has with your site or app is everything. If they don’t have an enjoyable or easy time using it, they won’t come back. By implementing AMP and PWA, you can improve the mobile experience of your site drastically.