Time to Make Your App More Personal :)
The Juice Generation app is minimalist in its design, which means that customers can easily get its point. However, at the same time, it is also too simple to make the customer feel cared for. It should adopt a personal touch so that the customers can navigate more easily and develop a connection with the company.
Can We Get to the Point…a little bit later?
The landing page of the Juice Generation app is too much dominated by the urge to push customers to purchase. Out of the six buttons, four of them are related to purchase: Pay Now, Reload Card, Order History, and Rewards. The other two buttons, Menu, and Locations are placed at the very bottom.
While it is good to help customers to navigate to the purchase stage, many customers will become alarmed when an app is so straightforward with its intentions. More importantly, customers, especially first-time app users, will have difficulties with finding the menu. If it takes extra steps for them to take a look at the products, their interest will instantly decrease. As a result, I recommend that the menu button be moved to the top of the landing page, and products, with tantalizing images, be displayed so as arouse the customers’ interest.
Do You Want to Be My Friend?
The juice business, which is closely related to personal health, should try to build a personal connection with customers. However, Juice Generation does not do a good job on this level. On the landing page, it addresses the reader as “User”, which is rather cold, distant, and impersonal. For a registered customer, the greeting message should contain their own names, so that the customers could feel special. For an unregistered user, the greeting message can simply read “Welcome” or “Welcome Friend”.
Juice Generation distances itself from the customers in another way by way of the color. The dominant color of the app is black, which sends a message of impersonalness and coldness (which is why so many high-tech companies like Apple uses black abundantly in their websites). I recommend that the color be replaced with green or orange, which is warmer and often associated with fruits.
I Want to Know How It Is Going
It is key to let the users know the status of the system: how long they have to wait, whether they have successfully placed the order, etc. Juice Generation does well in this respect: when the user clicks a button, a measuring cup will show up and indicates that the page is loading. However, this measuring cup is merely a placebo, as the liquid inside remains at the same level. Yet, the user would expect the measuring cup will fill up when the loading is completed. If the measuring cup could more accurately reflect the loading status, the user would feel more in control.
Yes, Juice! But Why Juice Generation?
If the customer becomes interested in a certain product, he or she can click it and find more information. However, the next page is too technical and dry. Take the apple juice for instance. The page shows the nutritional value of the apple juice and why it is good to drink it. Even when we suppose that the customers will be convinced by mere statistics, it must be acknowledged that the product information fails to highlight the unique value that Juice Generation, in contrast to its competitors, provides. Such a value proposition could include the origin of the apples, the unique processing, etc. When this information is missing, the customer might switch to a competitor who provides products that are more special.
