How Thoughtful Design and UX Can Affect Your Brand
Literally hundreds of considerations go into designing an app, but the success of your app hinges largely on one factor: user experience (UX).
So what is UX exactly? It’s less about what an app does and more about how it feels. You don’t just use apps, you engage with them. The instant a user opens an app for the first time, they form a connection with it. Their initial impression draws upon physical and emotional cues, and is largely influenced by UX.
In a way, users form a relationship with the app — and with the brand that created it. And like any other relationship, you can sense when something is wrong. It just feels “off.” Users get that same type of feeling with a lackluster UX or an uninspired design. But don’t confuse these two. Although they go hand-in-hand, UX and design are not the same thing. Think of it this way: design is just the icing on the cake. User experience is the cake itself.
Design & development
Good UX is the result of good design and development. In order to achieve an optimal user experience, you must think like a user. Understand who the user is, why they use your app, and how they can easily accomplish their task. Even if you design the most beautiful app in the world, the app will underwhelm if you don’t give much thought to the details.
Developers and designers need to work together to create a euphoric experience for users. It’s two sides of the same coin. Both play a crucial role in creating the ideal UX. Designers see issues and create solutions that have an interactive visual component, and developers find ways to solve deeper development problems. When both groups approach their work through the lens of the end user, the end result is a UX that is second-to-none.
As a retailer, there is a limited amount of time that users will be actively using your app, by design, so that they can hop in, make a purchase and close out. If there are too many barriers to purchase, they will likely use a competitor’s app. Consumers have more options than ever before, so you must make sure that your user experience is excellent.
App (r)evolution
No app is perfect. The best ones continually evolve to meet the ever-changing needs of their audience. Therefore, companies should treat their apps the same as they treat their brand: with high regard and constant attention.
Monitor App Store reviews to see how audiences respond to your app. Users will literally tell you what they like and what they don’t. They will point out issues you may have overlooked in the first iteration of your app, such as clunky navigation that inhibits their ability to carry out a desired task, which in turn can create an unhealthy brand association. Users will develop a stronger bond with your brand if you take these comments seriously and incorporate them into upgrades. They will know their feedback matters to you.
Analytics are also your best friend. They can help you discover problem areas by highlighting heat maps, uncovering navigational patterns and revealing where users are mostly likely to drop off. Pay attention to the story your analytics is telling. This data will provide a solid indication of user behavior throughout their journey of your app.
Finally, recognize when it’s time to start over. Sometimes it’s better to build from the ground up instead of continually putting Band-Aids over problems or issues. Not only is constantly fixing issues a costly and time-intensive undertaking, it’s a reactive approach to solving UX issues and can cause frustration amongst users.
Designing a mobile app is not a one-and-done deal. New technology advances are rolled out on a regular basis and user preferences shift over time, creating the need for continual optimization. Apps are a long-term investment in your brand and business and should be prioritized as such.
When making the decision to create an app, make sure you’re dedicating as much time and energy to UX as you are to the color scheme, cool features and design. Because an app with a poor UX is worse than no app at all.