When designing for mobile applications, the proverbial saying ‘form follows function’ can be applied in multiple ways. Designers not only need to adhere to this idea, but also pay attention to conversions when developing an app. They are responsible for making sure that their designs help in increasing engagement with the application. If they fail at doing so then it would be quite inconvenient for the app to gain traction and succeed in changing how consumers interact with products.
Understanding Users:
Have you ever tried using an application that had a complicated user interface? How did it make you feel? Agitated? Annoyed? Frustrated? Well, such an experience is not something users enjoy when they download an app. The application must have a smooth user experience, where users can easily comprehend how to navigate through the screens and carry out desired actions.
This is where User Experience (UX) design for mobile applications comes into the picture. It works in a way that it helps create an interface which is simple yet functional so that customers can achieve their goals without picture. If you are looking to create the user experience for an app, it is important to focus on three key factors – simplicity, intuitiveness and consistency.
Let’s take a look at these 3 elements in detail:
Simplicity: As designers what they need to do is remove all that can be removed without compromising on their brand’s identity or the app’s core purpose. They also need to make the process of using the app understandable and consistent with other digital interfaces, be it web or desktop apps.
By taking care of every small detail, designers can ensure that interactions are short, sweet and simple. And when you kindle an elegant user flow in your app, it makes users feel happy to make use of the app. This results in higher conversions.
Intuitiveness: The moment an application is downloaded on a device, customers want to know how they can access important features like order management, security, etc. Hence designers need to be careful about how they organize the content. By using intuitive navigation patterns they can ensure that users are able to locate desired features easily.
Consistency: The digital world runs on security and this is why it is important for an app to be consistent in the way it is accessed, controlled and shared. If your brand has its own website where users can share information, then the mobile application should incorporate that too. All the functionalities and features of a website and mobile app must jive and work in unison to provide a seamless experience to users.
Customer Analysis: How do you know what kind of an interface would your targeted customers appreciate? Well, it is quite easy as designers need to study their audience, understand their needs and preferences to create a suitable interface for them. A great way to do it is by getting in touch with different customers- both existing users of the app as well as potential ones.
The objective of this research exercise is to know how people normally behave while using the app. By studying their behavior, designers can make informed decisions on what features they must incorporate in the app. Conducting surveys and interviews also help them identify problem areas which need to be corrected for conversion optimization as well as gauge what users find as attractive about their product.
Data Analysis: Do you know why people like Snapchat? It is because its interface is colorful, vibrant and fun. The features such as stories and such make it more appealing to young generation. Hence when we look at the statistics of Snapchat having 100 million active monthly users, we can say that its interface is drawing in users.
Understanding this behavior pattern is what UX designers need to do with their product, assess how they want people to interact and use the data as a base to make necessary changes. This is exactly what leads to conversion optimization for mobile applications.
Types of Data Available: In order to achieve the best possible user experience, designers need help from their analytical team to analyze different types of data available within the company which can be leveraged. The type of data they will need to analyze includes the following:
● Google Analytics. This allows designers to get information about users who visit their website or app, including demographic, geographical and device specific data which helps them find out if they are reaching the right target audience.
● Social media insights – As social media has become one of the most popular platforms for businesses, engagement and feedback from people is available. Designers can use this information to understand their customers’ interest in the product by commenting on their posts, liking items and such which gives them an idea of how they embrace it as a customer.
Designing for Mobile: If you want to create a world-class app for your customers, you need to first understand them. The design of the mobile app must be responsive and mobile-friendly so that users experience minimal problems while using it. The interface should also provide a consistent flow for users who are moving from other platforms to the mobile application.
Additionally, optimizing an existing app is not easy as there are various steps involved which include user research, allocating proper time for testing and so on. This is where the use of tools such as heatmaps help designers know exactly what users are doing at any given point within an app which can then be used to remove or combine elements for conversion improvement.
The success of a mobile application depends upon its design. The interface must be user-friendly for converting them into loyal customers. Designers need to conduct proper user research, monitor analytics and make necessary changes in the app according to the availability of data. All this combined makes up conversion optimization which can help you get more people on board with your mobile application.
