Today, with the click of a button, a marketer can open a gateway towards millions of potential customers. But, the key to their success lies in the effectiveness of the design of that button.
The market is flooded with millions of mobile applications that are striving to establish their supremacy amongst the consumers. There are 2 million apps on Play Store and 1.5 million mobile apps on App Store for the consumers to use (source).
Thus, to gain that spotlight, and leave your target audience awestruck, a well-designed mobile application is imperative. Steve Jobs was rightly quoted to say, “Design is not just what it looks like and feels like. Design is how it works.”
Mobile apps that fail to delight the users with immersive design experience and fulfill usability expectations are rather deleted or left isolated. Considering this fact, the following mobile app usability stats are not surprising.
23% of users abandon a mobile app after one use (source), one out of every four users.
The user retention rate for 2016 was 38%, that is, 62% of applications failed to retain a user (a retained user is one who uses an app 11 times or more).
With these insights, a dreadful fate for your mobile app development can be dodged.
12 Design Fundamentals for Increased User Engagement and High Conversion
As Stefan Sagmeister, an ace graphic designer, said about designing, “Ensure it feels like it's made by humans, for humans."
A delightful user journey is designed in six prominent areas of development, with two defining fundamentals for each.
Every user’s app journey starts with registration (for most of the domains). The agenda here is to cut the ambiguity and enable a smooth, hindrance-free entry into your app.
1. Clearly Visible "Login" and "Register"
An ideal app design individually displays "Login" and "Register" to avoid doubt and skepticism. For domains which don’t need users to register, avoiding it is bliss.
2. Seamless Password Authentication Process
The password authentication process is inevitable, but can be eased when a designer outwits the regularity. It is advised to adopt fingerprint authentication and avoid the tedious boxes.
App Navigation & Exploration
Once users enter the app, they explore the real estate. The role of an ideal design is to drive them placidly towards your products or services. The materials used in paving their way are:
3. Auto Location Brewed With Visible Manual Location Entry
A perfect mobile app design enables the user to have a perfect blend of autolocation along with manual location feed for their convenience.
4. Seamless App to Web Transition
An ideal design never startles a user while they transfer from the mobile app to the web.
An app must not be a perplexing maze. A user searching for some specific product or service must be driven straight towards that product. A design fails in its purpose when the user cannot find an existing resource in the app.
5. Visible Search Button
Prominent space for the persistent or expandable search bar in the real estate of the mobile app is imperative. An ideal app ensures that users can easily find the search bar.
6. Enable Filter and Sort Option
An ideal app design provides filter and sort options for delightful user experience.
Commerce and Conversions
The journey of a user ends successfully at the conversion gateway. Design fails when a user leaves the app, not because of lack of products, but because of the lack of design expertise.
7. Provide Comparison Feature
It is essential to provide responsive and insightful comparison options, and this is where design expertise is put to the test.
8. Cut Out the Clutter
While checking out, users must not be hampered with a clutter of buttons and ambiguity. It must be subtle and simple.
Form entry is actually the most tedious part for the user. An expert designer manages to make it delightful with his designing genius.
9. User-Friendly Form
This is not a myth; with designing genius, it is achievable. Make the process such that users are supposed to fill in the least and get the most. For instance, using an auto-moving screen for users while they fill the form reduces effort.
10. Right Keyboard for Required Text Field
It is all about using the right keyboard layout at right time, i.e. Qwerty for texts and the telephone keypad for numeric input.
Usability and Comprehension
The design must correctly comprehend the intellectual level of users. A little more work from the designer’s end leads to seamless transition.
11. Text Labels for Buttons
Text labels ensure better comprehension.
12. Finger-Friendly Tap-Targets
Users may leave the app due to small and chaotic tap buttons. It is essential to keep it simple and finger-friendly. Well-designed tap buttons are the ones that are kept in thumb's reach of the users.
These fundamentals might not be a protocol for a successful application, but they work as guidelines for a perfect UX when delivered with a prodigy of UI. An app that stimulates better user engagement induces increased conversion (bottom line).
Design errors can easily hide in plain sight, but God lies in the details. Buggy applications are more common than errors of cooking at home. Be it Windows, Android, or iPhone app development, it is a robust and engaging design that makes a chef out of the cook.