Creating the best mobile app design is a challenging task. It has to support complex functionalities, while still keeping it intuitive. There are lots of constraints, such as attention times, screen real estate, and plenty of other limitations.
Improving the user experience should be a never-ending process. However, this also suggests that mistakes are inevitable. To help you avoid at least some of them, we’ve listed seven of the most common mobile app design mistakes to consider.
Bringing Too Much “Value” to Users
Recently, there’s somewhat of a trend to include outstanding onboarding tutorials for better app optimization. It’s widely believed that this is the right way to give users a sense of value and to make sure they understand the app. Of course, that’s crucial for its success but is this really the best way to achieve it?
To try out if this technique actually works, Vevo removed tutorials and checked if this would increase KPIs. What they expected was that removing the onboarding process would increase the number of users that signed up.
After a set period of time, the results were clear. Skipping the tutorials really did make more users log in and sign up. However, this doesn’t mean onboarding should never be included. Vevo is a leading entertainment platform and most people are already familiar with it before they download the app. They just want to get to the music videos as fast as possible.
You need to be careful when trying to convince users of all the possible values of your mobile app through a tutorial. This could actually impede them from getting it. Sometimes, just one simple instruction is enough to get them going.
The Need To Sign In
With all the benefits you could get by making users sign in, there are just as many disadvantages. In fact, most consumers get really impatient and reluctant when they have to type their personal information to use yet another app.
The easiest solution to that problem is to skip the registration process for as much as you can, in order to let users get a sense of the app and the value it brings. An app that doesn’t make you create a dedicated account is HotelTonight. By tracking the bounce rate, they found out that skipping the sign-in step increased bookings by 15%.
You need to be aware that signing in is not really necessary for your app and even sometimes, like in the case of HotelTonight, it stands in its way to unveiling its full potential.
Underestimating The Time Needed to Make a Change on Mobile
Updating a mobile app is not as easy as making a change on the web. An app is hosted on the user’s devices and any update means going through an app store review process, which could take some time.
Furthermore, a mobile app update would usually require the user to manually choose it, which is even more challenging. With these things in mind, testing and making sure the update actually improves the user experience is crucial.
Usually, several tests need to be performed to see how the change is affecting the core metrics of your app. All this makes the time needed to provide users with an update rather long so keep that in mind when considering any.
Copying Another App’s Design and Experience
The easiest thing when developing a mobile app is to embrace already existing practices without even trying to improve them. Of course, the following bits of advice proven to work is a great way to start. However, each app is unique and it doesn’t mean that something that worked for someone else would work for you as well.
The best way to create a great user experience is by listening to the users. Let their feedback draw your ideas. Reviews of competing apps could be very helpful as well. Use all this data and then test it to figure out its effect on your targeted audience.
Don’t just follow in the footsteps of successful apps. You can get ahead of your competition only if you provide something unique.
Not Considering User Feedback
As mobile app design trends tend to appear rather often, feeling the urge to redesign your app is something normal. However, frequent changes and overhauling your app can affect your KPIs in a bad way.
Aesthetics is not the most important when it comes to a mobile app. Conversions are what’s truly essential. When upgrading your design you need to listen to what your people are saying. Feedback is critical.
Collect some of it at first. Look for the things they’d like you to change most and start with them. This way you will be able to see the effect each change has on your app’s overall performance and user experience.
Failing To Satisfy Expectations
Your apps’ key conversion points are crucial for achieving your goals. That’s why you need to look for ways to maximize conversions by creating a flow that delights users right before taking an important step.
When a product is added to the user’s, cart you can provide them with a special offer or discount to encourage them to finish the purchase. This a pleasant surprise that leads to higher conversion rates.
A great tip is to ask them for review right after that. At that moment, they will still be affected by the discount they received and are more likely to give you a nice review.
Responsiveness Is Not Your Main Priority
In our mobile world, people expect their mobile apps to load just as fast as a mobile site. What’s more, they want an immediate response to all of their actions. Most of them are using their mobile devices on the go, so getting things done as quick as possible is essential.
For that reason, responsiveness, as well as speed are key factors when it comes to your app’s functionality. If something takes too long to be completed, the user’s attention could be grabbed by another thing and abandon the action and your app. Usually, when that happens the consumers forget and don’t come back later on.
That’s why a responsive app is crucial, otherwise, you might miss your chances and lose over your competitors. Responsiveness suggests that your app is well optimized for the devices that are most likely to be using it which, in turn, increases its loading speed and improves its overall performance.
Being aware of those common mobile app design mistakes will help you avoid them and improve your product. Never stop working on the user experience and the overall performance of your application. Frequent testing will also help you keep track of your metrics and complete your desired goals.