One of the most important aspects of mobile applications is their user experience. In the first place, apps were designed to give people a better tech experience and to make life simpler for their users. This is why one of the key factors to an app’s success is how well it can provide a good UX to its users.
A regular person just uses a maximum number of five apps in one day, and there are thousands of different apps out there! If an app wants to make it to that person’s top 5, then it has to give him/her a reason to be there. If the app, on the other hand, frustrates a user, the app will get a low rating. It’s as simple as that.
What Is UX All About and Why Do Businesses Need It?
In a nutshell, UX has to do with a user’s use of technology. In order to provide a good UX, a mobile app has to create an emotional connection with its users. This eventually leads to brand loyalty. UX is emotion-centered, so if users have nothing but positive emotions from the app, then the app will become more popular.
Good UX Determines the Success of Your App
As you can see, the entire popularity of the app depends on the UX it can provide. To support this idea, a 2017 survey consisting of 5,000 participants shows us that 63% put performance as a top factor when choosing mobile apps. Also, 32% of the participants state that they are willing to find alternatives if the app they’re using doesn’t give them a good experience. Lastly, 20% state that they will share their experience of using an app to other people if they think the app is bad.
UX is Everywhere
People use apps on a daily basis because they want their daily routines to be done more easily. For example, if you’re trying to watch your diet, you’ll want your diet plan app to help you simplify your meal creation. If it doesn’t do its job well, it can hinder your daily routine. As a result, you’d want to find a better diet plan app.
The same survey showed that 15% of people have lost their jobs because of an app’s bad UX. If an app has the power to do something as big as this, then an app has very high importance to people. So if the app gives a bad experience to people, then its reputation will be in shambles one way or the other.
If app development is such a sensitive thing, why are brands still going for it? Well, it’s quite hard for businesses to ignore mobile marketing and app development simply because it’s the in thing. There are so many benefits a mobile app can give you, and not taking advantage of them can cost you a lot of opportunities.
How Do You Provide a Good UX?
When determining how your app can provide a good UX, you have to think from a wide perspective — a collaborative point of view. If you think from a linear and straightforward point of view, you won’t get what you want. What you need are many minds together in one room to brainstorm ways on how to give customers the best UX that they can find through an app.
Rather than just thinking about how to create an app, set your goal to finding techniques on how to create a solution towards a problem. Let’s say a set of users want to learn to speak Chinese and you want to develop an app that can teach Chinese. The goal here isn’t to make an app that teaches you Chinese. The goal is to make an app that makes it EASIER and CONVENIENT to learn Chinese since it is a very hard language to learn.
This is why you’ll need as many insights as you can so that you can understand how to fully give your target market what they want. You have to know what they want to achieve and you have to give them an easier way on how to do it. If you can do this, then you’ll definitely reap the benefits of your hard work. Knowing what your customers want to achieve can also give the developers more insights on how to customize the app to fit their needs. Remember, it’s not just about creating an app but about giving a solution that people are looking for.
The Process of Journey Mapping
When you start your journey to figuring out the needs and wants of a certain group of people, you’ll need a map to lead you to a “discovery”. This is known as a journey map and will help you and your team discover what type of solution is best for a certain type of problem. Here’s what can be found in a journey map:
The first thing on the journey map is the list of personas. This refers to the people that you want to serve and their needs, wants, feelings, difficulties, and expectations.
- List of Emotions
This refers to the emotions that your potential customers will feel before and after they get a solution.
This refers to the specific behavioral patterns that affect their actions.
- Communication Channels
This refers to the modes of interaction for each action made.
Now that you’re familiar with journey mapping, let’s go over the whole process of discovery.
Step 1: Research
Before you brainstorm, you’ll need a basis for your ideas. For this, you’ll need to do an intensive market research consisting of quantitative and qualitative data from your research instruments.
Step 2: Make an Empathy Map
In this step, you have to empathize with your target market. You have to ask certain questions to know what they think and feel. What are their pain point right now? What do they think and feel about it? What makes them want to seek out a certain product? Does a certain product fill their needs?
These are some of the questions to ask when making an empathy map.
Step 3: Make the Journey Map
*The blue UX tree is the First user Experience (NUX) and the purple one is the main user experience
Lastly, make the journey map, which is the above image of a Mobile App and what we discussed in the previous section. When making a journey map, it’s very important to be as specific as possible so that you can touch all areas. Once you’ve reached your goal, further breakdown the goal into action steps that you will take so that you can implement your ideas.
Since UX is one of the most important factors in an app’s success, determining how to provide it is a very delicate and intricate process. It should be done carefully and surely because it will directly affect the reception of the app. After all, discovery isn’t something that can be rushed, right?