Mobile Apps: One-Stop Solution For All Our Needs!
“With our phones acting as supercomputers in our pockets, we can find, learn, do and buy whenever the need arises — or when the whim strikes.”
Lisa Gevelber
Can you believe it that the word ‘App’ was voted to be the word of the year by American Dialect Society in 2010? Since then, there has been no looking back. We live in this growing age of mobile revolution. There’s an app for everything — shopping, communication, food delivery, banking — satisfying every human need.
Personally speaking, apps have made everything just a tap away for me. They have made my life seamless –entertainment, navigation and importantly — connectivity. It keeps me updated with the real-world news without having to go anywhere. Before I grab my cup of hot water and honey in the morning, I turn to my mobile apps to start my day. UNLOCK. TAP. READ.
Mobile Apps are now an integral part of our daily micro-moments, with users spending an average of 30 hours per month in them, according to Nielsen. No doubt that apps for marketers are a powerful way of building strong relationships with their customers. Digital media augments a brand’s offline presence and helps loyal customers connect with brands. Hence, it is highly important for brands to personalize their apps for users and act as a one-stop solution for all their needs.
Let’s discuss some ground rules that marketers should follow for building a profound experience through their apps, supported by a few interesting examples:
Minimal cognitive effort
First and foremost, brands should ensure that consumers have an easy-get away with their app. They should be able to download it easily, have a smooth login experience and be able to navigate without any glitches. The app shouldn’t require them to use a lot of their cognitive abilities to move around.
Let’s take an example of the Honda CR-V app that I recently encountered. I was able to download the app in dot 22 seconds using my internet connection (not even Wi-Fi). It also enabled me to link my Google or Facebook account so that I save the hassle of filling those 1341489 registration details. I could easily enter the app and find my options.
De-cluttering
An app’s design should be creative and astonishing. But at the same time, all the elements — tabs, imagery, font — should have a breathing space. By cluttering an app, brands overload users with too much information. Every additional button, image and icon makes the screen look more jumbled.
Thankfully, I did not face that issue with the Honda CR-V app. It segregated its options for new users and owners, had large visible icons and maintained breathing space so that I could clearly see each of the tabs. They organized their information very well.
Innovative
In terms of design, I feel a brand should maintain consistency between their website and app. It shouldn’t portray a different image as it will leave the user baffled. In addition to that, an app should be innovative, it should open up new avenues for customers and have elements that can help them customize their experience. This will make them feel endeared and valued.
Taking the Honda CR-V app into consideration, I was amazed by their consistency between the website and the mobile app. For automotive brands, it is essential to harp on the experience — interiors, riding, color effects etc. Honda captured that for me and let me build my own CR-V model, letting me experiment with different colors, interiors systems, external accessories and electronic plug-ins. They have even employed Artificial Intelligence that gets you in touch with a Honda car expert who builds a customized Honda CR-V Model for you based on your needs. However, in terms of design, I felt they could have experimented with more dynamic fonts, videos, bold images and colors — that would have made their app stand out.
Interesting content
While there’s more freedom to giving out information using the website, I feel with an app, you need to be very cautious. An app should have precise information, should be fascinating to read so that the user does not drop midway, and should highlight essential factors that can change the user’s life.
With Honda CR-V, I felt they followed the practice of functional minimalism. They gave minimal information, but every piece harped on their functional abilities and was to the point. They clearly did not want the user — whether new or an owner — to feel overwhelmed. One thing that stood out for me were the different call-to-action buttons regarding offers, gathering more information, finding inventory, scheduling a visit — clearly outlining tasks for users. However, they missed out on including the FAQ section.
Overall, I feel an app should be simple enough for a user to decode — large text, clear CTAs, simpler forms and stark imagery that knocks them out. I had a great experience with the Honda CR-V app. It’s a good source for both new users and owners — being a one-stop solution for all their needs. Totally worth the space.
Leaving you with a checklist of important elements to consider while building a great user app experience!
