Fashion retailer moves to HTML5 mobile platform

Online fashion retailer ASOS.com has announced that it is using a new HTML5 mobile platform in an effort to improve the shopping experience for users on the move.

The firm is using Usablenet Mobile 2.0, which it says delivers an app-like user experience, and works across a selection of devices. The platform supports major mobile operating systems such as Apple iOS, Android, BlackBerry, Nokia and Windows.

Nick Cust, user experience manager at ASOS, told Computing that the firm was ready to make the relatively early move to HTML 5 as it has a history of being a first-mover with new technologies.

"We were first to market with numerous advanced mobile web site technologies, with the goal of taking mobile user experience to the next level and helping users find the product they want as quickly as possible," he said.

"The goal here was to develop 'app-like' functionality for our mobile offering, providing our users with increase efficiency and experience."

He added that the firm chose Usablenet's solution as it did not require any data feeds or re-coding of the main site, and it was a scalable platform, enabling the retailer to add new channels and segments to enhance the mobile shopping experience.

Cust said that the decision to invest in a new mobile platform was a "no-brainer", due to the immense growth of mobile industry and smartphone penetration.

"However, this was only a small portion of the work that we did. It's not enough to simply develop a mobile site or app, you must nail the user experience," he said.

"Mobile is a brand new way of interacting with your business, so we focused on mobile being a completely different way of interacting with ASOS and have put much research into getting 'little things' and user experience right for our customers."

He said the implementation has already been a success, as the mobile site continues to attract positive feedback from the retailer's customers.

"Patterns of usage confirm the site is helping them to discover fashion where and when they need it, using multiple channels to browse and shop," added Cust.

ASOS is now developing localised mobile web sites in key regions across the world, and has several apps due to be launched this year.