Opinion  

User experience in apps is the ultimate goal

Ritam Gandhi

Ritam Gandhi

Yet this is where a fine balance must be struck, as less is often more, particularly in the case of design. It takes time to navigate a new product, so it is vital to stick to UX principles that are common across most apps to lessen the cognitive load and keep the learning process fast and efficient. 

In the same vein, the UX and user interface should remain consistent as much as possible when updates are needed. There is nothing more frustrating than learning your way around an app, only to then having to start from scratch when a new update is rolled out, functions are moved to new places, and primary flows are disrupted. 

The same goes for style and graphics, where simplicity remains the name of the game. Fintech apps, for instance, must be able to translate complex financial data into meaningful or actionable insights, which will likely need to be delivered through easily digestible visuals. 

Social media not always key to customer engagement 

Driving customer engagement today can be difficult, which is why many businesses are turning to social media channels to accomplish this goal. However, a carefully curated UX can be just as powerful when it comes to engaging your audience. 

Part of the allure of leading social media platforms is that not only do they have good content, but it is also tailored to each individual user thanks to sophisticated artificial intelligence algorithms that learn what a person wants to see. Businesses can learn a lesson here and personalise their in-app experience to each user, too. 

Data is a key tool to drive meaningful engagement, with AI and predictive analytics on hand to help individuals engage more meaningfully with apps.

In the personal finance space, for example, analytics on spending habits can be included to give users better awareness of their behaviour and nudge them to actively make healthier financial decisions. From here, personalised milestones can be set to encourage user activation, supported by challenges and visual representation of progress made. 

Clunky and poorly designed apps are at a distinct disadvantage in today’s digital-first world. Thankfully, by focusing on the fundamentals, businesses can curate better defined and sleeker experiences that still address users’ evolving needs.

Ritam Gandhi is the founder and director of Studio Graphene