In the crowded, competitive world of mobile apps, looks matter.
Research shows that online first impressions are 94% design related. And the vast majority of users form their opinion based not on how it works, but how appealing it looks on mobile.
As unfortunate as it might be, an unattractive or overly complicated app that works well has a far lower chance of attracting and retaining users than a less functional, better looking app.
To keep your users engaged, interested and loyal, it’s vital that you invest in great user interface design.
So here are four mobile UI strategies that you can use to attract, engage and retain your mobile users to build a loyal following for your app.
Make ‘Preferred Actions’ Clear and Obvious on Your Mobile UI
When a new user opens your app for the first time, is their next step obvious? The world’s most popular mobile apps all have obvious “preferred actions” for users to follow, whether they’re new to the application or logging in for the 100th time.
When you open Facebook for the first time, you’re prompted to fill in your profile details and add your friends. When you open Twitter for the first time, you’re invited to follow people you know or have an interest in.
Is your app’s preferred action obvious? Most users will decide whether or not they’re interested in your mobile app or website within 0.5 seconds. Without a clear preferred action, it’s easy for you to lose users before they even begin to use your mobile app.
Let Users Evaluate Your Mobile UI Right from the Beginning
Typically, end users aren’t involved in mobile UI design until near the end of the process. Users rarely play a role in comparing and evaluating different UI concepts, choosing key features that could be prioritized in a user interface, or having any say at all until late in the game.
The end result of this strategy is that major UI flaws are only noticed just before release, often when it’s too late for them to be fully corrected.
Instead of bringing end users into the UI design and evaluation process near the end, add user feedback to your UI design process from the beginning. Ask for feedback on concepts as soon as they’re ready, and carry out UI and UX tests as early as possible for key app features.
Remember that end users are the ultimate judge of your app’s design and value. Bring them into the design process early and you’ll find it easier to identify and revise weak points in your mobile app’s user interface before they grow into unfixable problems.
Keep It Minimal, but Not Overly Simplistic
The best mobile UIs all share one thing in common: they’re only ever as complex as they need to be.
As a UI designer, it’s always better to create a user interface that’s overly simple than one which is needlessly cluttered and complicated.
Many designers assume that “simple” is synonymous with “minimalistic.” While a minimalistic design can help your mobile app stand out, you don’t need to cut down on visual elements to create a simple user interface.
Instead of taking a minimalist approach to design, focus on simplicity by designing an app that anyone can understand from the moment they open it. If you need to explain a design decision, there’s still room to simplify.
Don’t Reinvent the Wheel
We mentioned this in our last article of mobile UI strategies, but it’s worth repeating: don’t take an innovative approach to UI design unless you need to.
While an innovative approach to user interface design might set your app apart from the crowd, it makes interacting with your app a major challenge for users. Unless your app delivers a huge amount of value, very few of its users will be willing to invest their time into learning a new UI.
Innovate with your app’s look, but not with its UI. Otherwise, you risk alienating users that could become loyal customers.
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