App Features Your Customers Look For

June 1, 2017

Mobile phone usage is only growing each year, with people turning to it as their main form of information gathering and communication. As our usage expands, so do our devices as we’ve grown from flip phones with snake, to smartphones with incredible capabilities and apps for nearly anything. With all these expansions, it is only natural that we will be spending more time on our devices in the future.

We now spend more time on mobile devices than ever before. Most of that time is spent in apps of different natures. Whether it is a weather app, music, communication, games or a map – we are finding more and more reasons to be on our phones. With millions of apps available to our smart devices, it is important to appeal to people’s core functions to succeed, and make your business’s own mobile app stand out.

Apps are made up of so many elements, with many factors that can influence its overall performance and reception. There are several core functions, however, that bode well with users when interacting with apps, and it could be worthwhile including them in yours.


Valued Experience

In order to have people download and engage with your app frequently, there needs to be something original and compelling about your app that appeals to them. In other words, your app needs to be innovative.

Developing an app that is thrown together and following a trend will get you lost in a sea of likewise apps offering the same experience. You need to develop an app that is different to others, that offers the users an experience unlike what they’ve seen elsewhere. If users deem your app a duplication of another, it is unlikely that they will feel compelled to download and engage with it. Ensure that you take the time necessary to develop your app to offer your users a unique experience.

Look to provide genuine value to your potential users, and appeal to their basic needs at the same time.

Easy to Use

Most people delete apps from their phone for the pure and simple reason that they don’t use it enough to warrant the space it takes up on their device. The next reason for app deletion is that the app itself is hard to use. From poor loading times to glitches and hard navigation, if the experience is overly frustrating then they will delete it. So, your app needs to not only have easy navigation, but easy usability.

It is critical for your app to be easy to use for all people. They need to move around the app easily and quickly, with minimal clicks and actions needed on their part in order to get to the main factor of your app. Ensure that the overall make of your app is optimal for smart devices. Keep in mind that it is slightly more difficult to enter numerous pages of information, and click through to different screens. Scrolling is key, and is often favoured by users.

Checking Out

Every online shopper’s worst nightmare is an arduous checkout process. All they want is to order their product as soon as possible so it can be packed on the next truck out of the factory. Instead, they spend an excessive amount of time filling in their details for check out. It is impossible to get rid of all fields within a checkout system, as you do need the buyer’s details. But try to keep them as minimal as possible. Include only the need to know details, and limit the amount of time that needs to be spent filling out fields. Is it necessary to have separate fields for the unit/home number and the street address? Also, if they are a return customer, ensure that they have the option to autofill the information. It is all about user experience, and if there are numerous pages to be filled upon checking out, users can and will click off.

Getting Personal

With a substantial proportion of the day spent on mobile phones, it’s no surprise that users are looking for a heightened personal experience. App users have a more pleasing experience in apps that have personalised touches. This can be anything, from demographic focus and behavioural elements, to customised content. Storing information on how users have interacted with your app in the past, and including a capability to respond to this on a user by user basis can greatly enhance the overall experience.

Keep It Simple

More is not necessarily better. When developing your app, it can be tempting to include all of these flash features that impress your users. But, if they are not exactly a necessary addition it may be worth scrapping it. It can make your app significantly more sizeable, taking up more room for users and also interfere with them achieving the actual goal behind downloading your app. Often, the needless inclusions can hinder the app’s performance, and actually decrease the enjoyment for the user.

Simplicity is all it takes. Ensure that when they download your app, they get the experience that was marketed to them. Instead of adding all the bells and whistles – spend the time designing an app that has the users’ goals in mind. Amplify the way that they achieve those goals with your app, and focus on providing them a clean, simple and straightforward way to achieve what they set out to do. Not only will your user be thankful, but you will probably have more time and money in the bank because of it.

At the end of it, you are the only person that can decide whether the app is a true reflection of your business, and achieves what you want it to. It would be worth evaluating the overall experience that people have with your app before releasing. Test it on friends, colleagues and family members and see what feedback they can give regarding the above key points. Give users the best experience you can, with a simple, customised and easy app.