Do I Really Need An App For That?
Do you need to be in the app store or is a responsive website the way to go?
It’s not uncommon to be in a room full of people, no matter where, and see the tops of heads instead of people’s faces. Why? Because people are engrossed in their phones for one reason or another. We live in a mobile world; a world where people are on their phones more often than not. And because of this shift in the way people use and receive information, brands are constantly under pressure to have a mobile alternative for their standard website. In the app world, mobile is king, however, an app is not always the best approach. This begs the question: Is an app the right choice for your brand? How do you determine if an app or a responsive website is the right approach?
A Solution That Adapts
Responsive web design utilizes existing content from traditional website view and reorganizes, resizes and reflows that content based on screen size of the device being used. It offers an alternative to designing a mobile application for your business and often makes more sense than creating a native app. Responsive websites require less time and money to implement and maintain, as you only need to make changes to the content, layout, or backend system once rather than updating for each device (i.e. mobile phone, tablet, etc.) and/or operating system (i.e. iOS, Android, etc.).
The LABS, Inc. team came to D+i in need of an online experience which not only allowed users to seamlessly browse a catalogue of tests ranging from immunogenetics to infectious disease, but also positioned LABS as a reliable source for laboratory testing whose employees are truly compassionate about their work, and the lives they affect. While a mobile application would present nicely for users, this would do little to communicate the company’s value to biomedical professionals making up the target audience. They required a simple, intuitive tool to find the tests they needed to ultimately execute a successful transplant. The D+i team focused on responsive design, which would ensure a simple, intuitive navigation experience through the test catalogue regardless of use-case — whether in the lab on a desktop computer or in the field on a mobile device. We created a brand-forward experience throughout the entire site, promoting LABS as an industry innovator constantly striving for improvement and helping clients achieve the best results. The new LABS site presents beautifully regardless of device, and offers a user-friendly experience which facilitates improved efficiency.
A Focused Solution That Performs
While mobile applications can be more time and budget-intensive, for certain brands it’s a must. At their core, mobile applications offer an optimized user experience, as they are not only designed specifically for the device and operating system they run on, but they also take advantage of all mobile device functionalities. Applications also offer improved performance in terms of load time, as elements were optimized with mobile in mind rather than a universal, cross-device design.
Our development partner 303 Software engaged D+i when the team from Pursuit approached them in need of a solution to a widely recognized problem in the hunting and fishing community. Despite the fact that we live in a mobile world, hunters and fishermen were still storing paper licenses and permits in their wallets, packs, cases and glove compartments where they were easy to lose and hard to track the expiration dates. We partnered with 303 and Pursuit to design and develop a mobile application that enabled users to store, organize and renew licenses directly from their phones. While a responsive website could have operated in a similar manner, an application provided accessibility while in remote locations where cell service and/or data may or may not be available. By utilizing a mobile platform, users would be able to access licenses regardless of service availability. The application presented beautifully, with a simple UI that made navigating the app a breeze.
In today’s world, it is imperative to create an optimal experience for your audience whether they are sitting at a desk or on-the-go. As a business, you should first determine how your users are going to interact with an app and consider how it will benefit them before you decide to create one.
About Ben Gust
Ben Gust is the Chief Creative Officer at D+i Creative and has worked in the creative industry for the past 18 years. He has led the creative team at D+i for 15 of those years. Ben is responsible for the work product from both an original creative and level of quality standpoint, overseeing all creative execution that passes through the studio and originating ideas and solutions from a conceptual, visual and verbal approach as necessary.
About D+i Creative
D+i Creative is a brand and product creative agency located in Denver, Colo. which specializes in designing contagious experiences that create worth for brands and digital products. They develop brand strategy, brand identity, product design, user interfaces and user experiences. D+i works in the Business to Business, Consumer Packaged Goods, Mission Driven Organization and Technology sectors. Their clients are growing, adapting, innovating and evolving. They have the courage to challenge a market and differentiate. For more information, visit www.dandicreative.com or call (303) 292–3455. Please like us on Facebook and Instagram @dandicreative, and follow us on Twitter @dandicreativeco.
