Are you doing these things right? The Analysis of Haagen-Dazs App
Why Haagen-Dazs？
With the rapid development of the Internet, many brands and services have gradually developed apps to meet the daily needs of consumers. However, during the search process, I found that in the snack food field, there are relatively few brands with their own apps. Even many well-known snack food brands have not developed their own apps, such as Doritos and Ritz . In order to study the development of the snack food app, I chose the Haagen-Dazs brand. Because Haagen-Dazs is a relatively well-known international snack food brand, and not only sells ice cream in stores, it also set up its own stores. Therefore, I think maybe its app development will be more comprehensive and diversified, and after analysis, it can also provide help for other brands to develop apps.
Different versions of the Haagen-Dazs App
In the process of searching for the snack foods app, I experienced a lot of frustrations. I was desperate when I type in many brands but showed no results. At this time, I found the Haagen-Dazs app. What is even more surprising is that the app is available in both iPhone and iPad app stores.
When I actually downloaded and opened the software, I realized that my expectations for the app were too high. The iPad version of the app is nothing more than running an iPhone version of the app on a larger screen area. As you can see from the picture on the left, the entire app’s page only takes up a small space in the middle of the iPad screen. Even if you click the zoom button in the bottom right corner, the app cannot fill the entire page. What’s worse, forcibly magnifying the original area will distort and blur the whole picture. The use of the iPad version of the app made me instantly excited to calm down.
The design of Haagen-Dazs App
Since there is no difference between the iPad and iPhone versions of the app, we will use the iPhone version of the app as the analysis object below. The above picture is the loading page and main page of the iPhone version app. It can be seen that the overall style of the app is very high-end, with gray and black as the background color, making the entire app look very simple and calm. what’s more, the whole page highlights and emphasizes the ice cream element in the different parts.
In addition to the classic ice cream decoration design, the navigation of the entire app is visible, location, order, rewards, news, and more. It is straightforward to understand and operate the app.
Although the design of the app has these advantages, when you click into the product category label, you can find that even if some products are equipped with corresponding product pictures, most of them still use the Haagen-Dazs brand logo as the illustrate. As a company whose ultimate goal is to sell products, such a design will give people a terrible feel, which will seriously affect consumers’ willingness to buy products.
The content of Haagen-Dazs App
In the first three items of the app ’s function bar, “location”, “order”, and “reward”, the app displays the address of Haagen-Dazs stores in North America, the items that can be ordered by each store, the distribution services that can be selected, and account Current points. Since ice cream is a high-calorie product, the app also shows the calories of each item and the recommended maximum daily calorie intake.
From these three functions, we can find that this app is more designed for Haagen-Dazs specialty stores. However, as a snack food brand, Haagen-Dazs sells ice-creams in convenience stores. So I think the app can also provide information about stores that sell Haagen-Dazs ice creams, as well as information about the flavor of Haagen-Dazs ice creams sold in various stores. Because the flavors of ice cream sold in adjacent stores are not the same, the more information you provide, the more convenient it is for consumers to buy.
If the app provides useful information in the first three functions, then in the function “news”, the design of the app can be said to be very incomplete. In function “news,” the app showed only three related news in more than half a year. I don’t think it’s possible for haagen-dazs, as an international brand, to have just three big things happen in almost a year. If the function is designed but not used, it is not a good design
The review of Haagen-Dazs App
In the iOS App Store, the Haagen-Dazs app scored only 2.1 points. Many consumers give 1 point. It can be seen that although Haagen-Dazs designed a brand app, this app not only failed to establish a relationship between the brand and the consumer but also worsened the consumer’s attitude towards the brand. Many users point out that this app is useless for them. After using this app, they decided to choose another brand of ice cream. After I used this app, I also experienced the same feeling as the reviewers.
Although I still prefer to buy ice cream from Haagen-Dazs, I should immediately delete this app because I think this app is a waste of my phone space. The design of this app is not new. It does not increase game interactivity or high-tech like AR / VR like some brands. Not even the most basic flat pictures are complete. The functions of this app, I can completely use Google map and Haagen-Dazs mobile web version to better complete. So I think this app is a failed design.
