Sneak Peek! How to Get People to Download and Use Your App

Our latest consumer survey on downloading and using retailer apps garners the views and behaviors of over 1,000 people and will help you build the ultimate mobile shopping app.

 
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Topics: Trends Survey Solutions Apps

Top 10 Retail Trends You Need to Know: June 2016

M-Commerce is having its best year yet with the help of mobile apps, payments, and ads.

Industry Trend #1
Rise of M-Commerce
Shoppers and retailers alike respect the rise of mobile commerce and the need to create and effectively promote apps.
Read more

Industry Trend #2
Online vs. In Store 
51% of shopping happens online versus in-store, and all age groups are gravitating to e-commerce.
Read more

Industry Trend #3Purchasing Influencers
A survey shows 87% are influenced most by cost when buying online, closely followed by shipping prices and speed.
Read more

Industry Trend #4
More Retail Apps
People download more mobile retail apps than ever before. About 1 in 10 have 6-10 shopping apps on their smartphones.
Read more

Industry Trend #5
App Abandonment
Nearly 1 in 4 people abandon mobile apps after one use. 62% use an app less than 11 times.
Read more

Industry Trend #6
Last-Minute Gifts
Last minute gift shopping surged 33% this time last year, showing why wedding season is big e-commerce business.
Read more

Industry Trend #7
Mobile Payments
46% of U.S. consumers made mobile payments last year even though they are concerned about security.
Read more

Industry Trend #8
Chatbots & Shoppers
Many e-commerce execs believe that chatbots can improve the customer experience through personalization, engagement, and more.
Read more

Industry Trend #9
Shoppable Snapchat Ads
Shoppable ads on Snapchat are engaging and seamles. Retailers, like Target and Lancome, are already trying it out.
Read more

Industry Trend #10
Growing Mobile Ad Revenue
Mobile ad revenue grew over 66% from 2014 to 2015, compared to desktop's 5% growth.
Read more

Topics: Trends

Retail News You Need to Know: June 20-24

Weekly News Roundup

Here's what our team is reading this week... 

Futuristic Shopping
Wal-Mart is working on an in-store digital shopping cart to help customers navigate stores without pushing a physical cart (Bloomberg, ZDNet). The rise of chat bots this year lends to additional futuristic shopping experiences (Forbes). 

Apps People Use
Branding Brand’s App Survey explores how retailers can make an app that people will actually use (Mobile Strategies 360).

Respecting Mobile
Shoppers and retailers alike respect the rise of mobile commerce, and the need to create and effectively promote apps (The Guardian). Circuit City is taking the time it needs to revive its brand, and get it right for today's shopper (TWICE). 

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Topics: Trends

This Week at Branding Brand: June 18-24

 

#HappyFathersDay to all those super BB dads!

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Just chillin' Brander style. #OfficeArt

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Topics: Company

A Close-up on the Most Downloaded Takeout and Delivery Apps

64% of shoppers say they've purchased delivery or takeout from a mobile app.

Fast, convenient, and easy-to-use. That’s how many users described the top Food and Drink apps in the App Store, which explains why nearly 2 out of 3 consumers have purchased takeout or delivery from an app, according to our new consumer survey.

Among the top-mentioned features for apps, like Chick-fil-A, Starbucks, and Domino’s, users especially liked browsing and customizing menu items as well as receiving coupons and rewards for loyalty.

For delivery food and beverages, app shoppers want to have the ability to track their delivery, and they enjoy being able to skip the line for takeout orders.

Don’t forget to support Apple Pay and notify users when they have a redeemable reward.

Learn more about what app shoppers want in our new eBook.

Download Your Free Copy

Topics: Solutions Apps

[PRESS] How Social Media Helps Retailers' Apps Gain Visibility

4 out of 5 shoppers say they've discovered a shopping app on Facebook.

Our latest consumer survey about downloading and using shopping apps was featured on Mobile Strategies 360 in Why retailers should advertise their apps on Facebook.

80% of consumers learn about shopping apps from Facebook, according to a new study.

In fact, consumers recall learning about a retailer’s app on Facebook more often than on a retailer’s own website, according to the recently released report “How to get consumers to download and use your app.” The study is based on an online survey in May of more than 1,000 18 to 44-year-old U.S. consumers, conducted by mobile commerce platform vendor Branding Brand. All survey respondents own an iPhone and have made a purchase from an iPhone app at least once.

On social media besides Facebook, 43% of consumers say they hear about shopping apps via YouTube, 41% Instagram, 28% Pinterest and 21% Snapchat. About half of consumers, 47%, recall seeing retailers advertise their apps in a store, 72% of consumers recall app ads on a retailer’s website and 63% via a retailer’s email.

Read the full article on Mobile Strategies 360 for more survey highlights and some coverage about our recent acquisition of Waysay, or download the survey results.
Download the report.

Topics: Trends Survey Media Coverage Solutions Apps Company

Apple Design Award Winner Shows How to Prioritize Content for Multiple Screens

Zova is fitness training app for the Apple Watch, iPhone, and Apple TV, where people to stream different workout videos.
Source: Apple

Last week, Apple recognized 12 of the best-designed apps of the year at its annual developer conference WWDC. These apps "reflect the best in design, innovation, and use of technology on Apple platforms" and include a variety of categories, but there is one app that caught my eye for its versatility on Apple's largest and smallest screens.

Zova is fitness training app for the Apple Watch, iPhone, and Apple TV, where people to stream different workout videos.

As a user, the 3 most important things I need to know are current exercise, total reps or time, reps or time remaining, and every device takes this into account. Although each screen is displaying a workout, how the app presents the content is vastly different.

Zova is a fitness training app for the Apple TV, iPhone, and Apple Watch and was recognized for design at WWDC 2016. Source: Apple

Source: Zova (left), App Annie (right)

The Apple Watch keeps it very minimal with a list of exercises to be completed during a particular workout. The current exercise is highlighted in blue and slows fills up from left to right to reveal number of reps completed. It's a very simple but helpful way to show the most important content on a small screen.

Zova for the iPhone has two different displays for vertical and horizontal viewing. In a vertical view, it shows how to perform the exercise, number of reps completed, time left in total workout, and the next exercise in the queue. In a horizontal view, the iPhone app looks almost identical to the Apple TV design and fills the entire screen.

The Apple TV takes advantage of its large real estate by displaying a full-screen view of the exercise along with overlays of number of reps completed in the set, heart rate (as long as your Apple Watch is paired), upcoming exercise, and time remaining in the total workout.

"With rich, well-considered, polished video content and clever design, Zova delivers high resolution streaming videos with special consideration paid to the context of the user," Apple explains on its design awards page. "The highly engaging videos and clever format keep the user focused on working out. With thoughtfulness woven into each aspect of this app, it's a clear choice for an Apple Design Award."

Looking to build an app? Find out what 1,000 people said about why they download and use apps.

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Topics: Trends Solutions Apps

This Week at Branding Brand: June 11-17

Read Jordan Perry's interview on iOS 10.


 

Clyde Jr knows what's coming up this weekend, and he's studying to be just like dad! #FathersDay #nerdbaby

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Topics: Company

Retail News You Need to Know: June 13-17

Weekly News Roundup

Here's what our team is reading this week... 

Loyalty and Deals
Chubbies creates a strong community on social channels to boost brand loyalty and sales (Internet Retailer). Millennials buy with online and in-app coupons (Bloomberg). App loyalty integration works for Regal Cinemas (Mobile Commerce Daily).

Omnichannel Push
Mobile and in-store experiences are improving for Giant Eagle, with its new focus on omnichannel (Mobile Commerce Daily). Walmart Pay makes shopping faster and easier for in-store customers (Huffington Post). 

WWDC
Among the updates from Apple's Worldwide Developer Conference, iOS 10 features were big news (WIRED, New York Times). Digital Trends lists all the devices expected to get iOS 10, and the ones that won't.

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Topics: Trends

Consumer Survey: How to Get People to Download and Use Your App

We surveyed over 1,000 consumers to help you understand why they download and use shopping apps and how they want to use them.

We surveyed over 1,000 consumers to help you understand why they download and use shopping apps.

Some interesting facts you'll find from our survey include:

  • 80% of shoppers have discovered a retailer's app on Facebook.
  • 2 out of 3 consumers want to receive sale alert push notifications.
  • Most users try an app at least twice before deleting it.

Find out more about shopping app behavior in our latest consumer survey.

Download Your Free Copy of "How to Get Consumers to Download and Use Your App"

Topics: Trends Survey Solutions Apps

Brander Spotlight on iOS 10

Branding Brand Senior iOS Engineer Jordan Perry believes that Apple is trying to provide a consistent user experience by consolidating app usage to native apps, like Messages and Maps.

Yesterday, Apple announced its next-generation iOS version at WWDC. Jordan Perry, Senior iOS Engineer at Branding Brand, talked about iOS 10 and how it will affect mobile shopping in app and online. 

Q: Overall, what do you think is the most significant update in iOS 10 for general users?
A: The biggest impact for users will come from the updates to the Messages app. The way they communicate with one another is going to be vastly different because Apple introduced new ways to share links, use emojis, and express yourself with bubble effects and invisible ink. It also brought some of the features that were exclusive to watch users, like handwritten messages and digital touch.

Q: What's the most significant update for retailers?
A: Apple Pay on the web is probably the most significant feature for retailers announced today, but opening up the APIs to Siri and the Apple Maps app could also make it easier for consumers to interact with different brands, their apps, and their brick-and-mortar stores.

Q: What abilities will opening up the Siri API give to developers, and how might that be applied to retail apps?
A: Before, a user could open up an app using Siri pretty easily. Now, a user will be able to ask Siri to dive directly into a certain portion of the app and perform a  task. For example, you can ask Siri to search for specific items within an app.

Q: How does opening up the Maps API affect developers or retailers?
A: Opening up the API for Apple Maps could have a significant impact on how retailers engage users and get them into physical stores. The user will be able to find a store, pick out an item, purchase it with Apple Pay, and pick it up in store—all from the convenience of the Maps app.

Q: What advantage do retailers have in using the Maps API rather than their own app?
A: Apple is pushing experiences into their own apps to create a more consistent and familiar experience for the users.

Q: With 3D Touch enabling greater interaction with app notifications, how might that affect the types of push notifications retailers will send to their customers?
A: 3D touch is a way to quickly enter a miniature flow within the app based on the notification's context. One exciting use case would involve sending a rich notification for a deal that would allow a user to purchase an item directly from the notification using Apple Pay.

Get all the facts from the yesterday's Keynote in our WWDC 2016 event recap for retailers.

Topics: Trends Company

[FREE DOWNLOAD] WWDC 2016 Recap

What every retailer needs to know about WWDC 2016Apple's annual developer conference WWDC kicked off today and announced upgrades to all of its platforms, including iOS, watchOS, tvOS, and macOS. 

Retailers should be particularly excited about the news surrounding Apple Pay, iOS 10 app extensions, and proactive suggestions.

Learn how Apple's updates affect retailers:

Download the Google I/O 2016 recap.

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Topics: Trends Recap

[PRESS] Branding Brand Acquires Conversational Commerce Company Waysay

TechCrunch: Branding Brand acquires conversational commerce company WaySay

Today, Branding Brand's acquisition was featured in TechCrunch: 

Ecommerce giant Branding Brand announced today that it acquired Waysay, a company specializing in customer engagement tech, including marketing automation, in-app messaging, and other technologies helping big brands engage and communicate with its customers, offering shopping advice and post-transaction support.

You may never have heard of Branding Brand; but chances are good you’ve used one of their products; The company is usually behind the scenes, in the shadows, powering the mobile platforms for more than 200 bigger brands, including The Golf WarehouseRadioShack, Chubbies, and many others.

The Waysay deal is Branding Brand’s first ever acquisition. It helps extend the company’s breadth of coverage and services it is able to offer to its rapidly growing list of customers.

“We have a deep partnership with Branding Brand and are looking forward to this next step in evolving our relationship,” said Matt Compton, Co-founder of Waysay. “We anticipate many opportunities for new innovations to emerge from joining teams.”
 

View the full story

See other coverage by: 

Topics: Media Coverage Company

[PRESS] Branding Brand’s First Acquisition Brings New Capabilities to the Company

BBlogo_mug.jpg
Today, Mobile Commerce Daily covered Branding Brand's acquisition of Waysay

With interest in conversational commerce growing, mcommerce solutions provider Branding Brand has acquired Waysay, which helps retailers engage application users throughout the shopping journey.

The deal, Branding Brand’s first acquisition, brings new capabilities to the company, including in-app messaging, customer engagement tools and marketing automation technology. In reflection of the growing importance of mobile engagement strategies to marketers, Syniverse recently invested $45 million in messaging and mobile wallet marketing company Vibes.

“The deal is significant for us because it is allowing for our technology to go places where nobody is in the market right now,” said Chris Mason, CEO of Branding Brand. “We are now able to create a really transcendent effort for conversational commerce that is not present in the market but customers are looking for it.”

Read the full article.

Contact press@brandingbrand.com for more information about the acquisition.

Topics: Media Coverage Company

This Week at Branding Brand: June 4-10

 

Our photo and video producer is having a blast learning about #videomarketing at #wistiafest @wistia

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Sometimes you just have to find a quiet spot to put your head down and focus. #officespace #productivity

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Topics: Company

Retail News You Need to Know: June 6-10

Weekly News Roundup

Here's what our team is reading this week... 

Tipping Point
51% of shopping happens online versus in-store, and all age groups are gravitating to e-commerce, according to a new survey by comScore and UPS (Wall Street Journal, USA TODAY). PYMNTS says 87% of shoppers are most influenced by cost when buying online

Shoppable Snaps
Always an innovator, Sephora is leveraging Snapchat for its e-commerce potential, and to appeal to millennial buyers (Mobile Commerce Daily). Shoppable ads on Snapchat are engaging and seamless when relevant to users (Luxury Daily).

Early Summer Buying
Last minute gift shopping surged 33% this time last year, showing why wedding season is big e-commerce business (Econsultancy). Father's Day spending is expected top $14 billion this year (Chain Store Age, MarketWatch).

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Topics: Trends

How iMessages Can Become an All-in-One App

Next Monday, Apple’s annual developer conference WWDC will commence, and Apple is expected to announce its latest major operating system, iOS 10.

There has been disappointment surrounding Apple’s lack of innovation in the last year, so consumers are hoping for something impressive, and Andre Plaut, a product lead at General Assemb.ly, may have an idea.

Plaut says:

When iMessage was announced in 2011, it offered free, unlimited text messaging, synced across all of your Apple devices. At the time, this was big.

Fast forward to 2016, where unlimited cross-device messaging is ubiquitous. Slack has become a household name and WhatsApp is used by billions of people. Google has just announced their vision for the future of messaging: Allo. iMessage, on the other hand, has barely changed in 5 years.

iOS 10 marks a milestone for the the revolutionary mobile OS. It’s time for iMessage to take another leap forward.

Texting is already the preferred method of communication for many, but according to Plaut, it has the ability to do much more.

Everything else seems to be getting smarter, so why is text messaging stuck in the past? When it comes to apps, consumers are looking for three things: ease, convenience, and speed. iMessages should be no different.

Instead of Venmo, pay your friends through Apple Pay directly from iMessages, according to Andre Plaut.Source: Andre Plaut, iOS 10 Concept: iMessage

Plaut shows how iMessages can transform through mobile payments and rich media:
  • Instead of Venmo, pay your friends through Apple Pay directly from iMessages.
  • Instead of YouTube, play the video in iMessages.
  • Instead of Spotify, send your friends the song in iMessages.

Do you see where this is going? It’s turning iMessages into an all-in-one app, but it’s not just about what Apple can do, it’s how they can do it.

By opening up an iMessage platform for developers, Plaut believes that Apple can stay competitive with an array of other apps, like Slack, Google, WhatsApp, and Facebook, while also getting other app developers involved, like Venmo, Spotify, and YouTube.

Plaut’s design concepts make iMessages much more visual and interactive than what it’s currently capable of and bringing more to mobile conversations.

Read the full article.

Subscribe to our event recaps, and learn everything you need to know about WWDC.
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Topics: Trends Solutions Apps

Branding Brand Acquires Waysay to Expand its Retail App Platform

Branding Brand Acquires Waysay to Expand its Retail App PlatformBranding Brand, the world’s leading mobile commerce and engagement platform for retailer apps, today announced its acquisition of Waysay, a market disruptor in conversational commerce.

This deal marks Branding Brand’s first acquisition. The addition extends Branding Brand’s omnichannel offerings to include in-app messaging, customer engagement tools, and marketing automation technology, all of which allow retailers to better connect and support their customers.

Waysay was founded by ExactTarget and Salesforce veterans Matt Compton and Bob Ullery in May 2015. Its investors include TPC Investments, LLC., ExactTarget co-founder, Peter McCormick, and former Salesforce executive vice president, Todd Richardson.

The Waysay Team will join Branding Brand’s Product Team, led by Jeff Middlesworth. Middlesworth is another Salesforce alumnus who, early in his career, was an original pioneer behind the Salesforce Marketing Cloud.

As part of the acquisition, Branding Brand will open a third office in Indianapolis. Further expansion plans include opening a fourth office in London later this year to better serve its growing European client base.

“We are proud and excited to have Waysay join the fold,” said Chris Mason, CEO of Branding Brand. “As shoppers look for more personalized experiences with their favorite brands, Waysay’s technology brings new capabilities to our platform for enabling meaningful one-to-one engagement and increasing customer loyalty.”

“We have a deep partnership with Branding Brand and are looking forward to this next step in evolving our relationship,” said Matt Compton, Co-founder of Waysay. “We anticipate many opportunities for new innovations to emerge from joining teams.”

Terms of the deal were not disclosed.

NOTE: Chris Mason will be at the Internet Retailer Conference and Exhibition this week (June 8-9) meeting with select retailers and business partners, as part of the acquisition announcement.

Take a look at the coverage of our acquisition on TechCrunch and Mobile Commerce Daily.
# # #
 

ABOUT WAYSAY
Waysay provides mobile app solutions for in-app messaging, customer engagement, and location capabilities. For more information, visit waysay.com.


ABOUT BRANDING BRAND
Branding Brand is the retail industry's largest mobile commerce platform, powering shopping experiences for over 200 enterprise brands. In addition to being named a Gartner “Cool Vendor” of apps, the Company was also named a 2016 Forrester Wave Leader in “Mobile Commerce and Engagement Platforms.”

In 2016, the Company launched the Branding Brand Index (BBI) as a quantitative, customer-centered way of measuring a retailer’s omnichannel presence. Visit bbi.brandingbrand.com to see the strengths and weaknesses of 400 brands, including major big-box retailers like Amazon, Walmart, and Target.

Branding Brand’s investors include Insight Venture Partners, Lead Edge Capital, and CrunchFund.

Topics: Company Press Release

This Week at Branding Brand: May 28 - June 3





 

And that's a wrap up of my #BranderTakeover at Branding Brand! Stay tuned for more from our other Branders!

A photo posted by Branding Brand (@brandingbrand) on

Topics: Company

Retail News You Need to Know: May 30-June 3

Weekly News Roundup

Here's what our team is reading this week... 

Mobile Trends
Mobile ad revenue grew over 66% compared to desktop at 5% in 2015. This and several other trends related to mobile commerce growth, messaging apps, and internet businesses were presented at Re/code's Code Conference this week by analyst Mary Meeker (AdWeek, Re/code)

Optimizing Apps Is Key
Shoppers download more mobile retail apps than ever before (eMarketer). People only use 7 apps on their phones, so companies must distinguish themselves and continually optimize (Mashable, RetailDIVE). Engagement keeps people on apps (TechCrunch); bots might help with this and with brands connecting to customers (VentureBeat)

Security Concerns
A Pew Research study found 46% of U.S. consumers, primarily based in metro areas, made mobile payments last year; even so, they are concerned about security (Pittsburgh Post-GazetteTheStreet). Economically, going cashless in a digital-payments world could benefit certain countries (Harvard Business Review).

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Topics: Trends

UX Challenge: A Consumer's Perspective of CakePay

CakePay is The Cheesecake Factory’s app that allows users to purchase via smartphone inside the restaurant or curbside.

During our lunch break, a couple of coworkers and I tried out the dining experience using the  app. As a first-time user, I was delighted at how intuitive and easy the experience was.

What I liked:

Account
Sign in to CakePay via PayPal, Facebook, or email.When I open an app for the first time only to see two options: Sign In and Register, I immediately exit the app and delete it. 

On the other hand, I admire apps that offer those same options with an additional—and usually less obvious—CTA that allows you to continue as a guest and skip through to the rest of the app. I breathed a huge sigh of relief when I opened CakePay and saw a guest option.

Once I explored the app and wanted to create an account, sign in was easy. CakePay allows you to register with PayPal, Facebook, or email. I’m skeptical any time I’m offered to sign in via Facebook because I don’t want anyone posting on my behalf and prefer Google sign in, so I chose email.

Sign in to CakePay via PayPal, Facebook, or email.

Dine-in checkout
Cheesecake Factory nails the concept of paperless checkout. The process is seamless and intuitive. Even our waitress, who had no experience with the restaurant’s mobile checkout, didn’t miss a step.

My table ordered our meals through the waitress as usual and then started exploring the app. We checked in and gave her our code when we were ready to pay. Shortly after, she returned to tell us that we could check out at any time.

When we looked at the app, we saw a clear, itemized receipt and options to Pay by Item as well as Add a User to easily split the bill. The next screen was even better. It calculated the tip and total, and with a simple swipe, our meal was paid for using Apple Pay. 

CakePay itemizes the receipt and provides options Pay by Item as well as Add a User to easily split the bill.CakePay calculates the tip and total, and with a simple swipe, you can pay for your meal using Apple Pay. CakePay displays a clear confirmation page once you've paid.

Menu
The Cheesecake Factory provides large imagery not only for each food category but also for many individual menu items.

Additionally, each menu item is tagged with popular ingredients, such as cheese or tomatoes.

What I would change:

Navigation
When the user taps on Locations, Menu, or To Go from the home screen navigation, it’s not intuitive how to get back to the main screen. Organizing these into tabs could provide a way to easily navigate between the options.

Due to its lengthy menu, it would also help to have a static “Back” button to reduce the need to scroll.

In-app messaging
If Rewards is tapped without logging in, a modal pops up that informs users they must register or sign in to see available rewards, then they are taken to the tutorial screen to do so. This is a clean way to let users know what they need to do to complete a task.

This flow should be replicated when tapping To Go without signing in. Currently, To Go takes users to a screen to choose the restaurant where they’d like to pick up their order. Once the restaurant is selected, they are redirected to the tutorial screen without any explanation.

Tapping Rewards informs users that they must sign in to use this feature.Flow_ToGo.gif
Tapping Rewards informs users that they must sign in to use this feature. Selecting To Go should display the same message but doesn't.

Menu
The app should place users where they left off when they navigate to the previous screen.For the nutritional nuts out there, it would be interesting to see an integration with a calorie- and macro-tracking app, like MyFitnessPal or MyPlate. Oftentimes, it’s very difficult to find accurate nutritional information in these apps. Listing the nutritional facts out would be a step in the right direction.

Because Cheesecake Factory’s menu is so expansive, adding a filter option to eliminate some of the options would be helpful for diners and even more so for those with food allergies.

When users navigate backward, they should be taken back to where they left off in the previous screen, but instead, they’re taken to the top of the last screen. This can be fixed simply by anchoring the page.

The app should place users where they left off when they navigate to the previous screen.

Search
Search is awkwardly placed below the hero image and can easily be overlooked. The search box also changes proportions (and occasionally location) based on what’s being displayed. I would prefer if the search bar was either static at the top of each menu screen or hidden within an icon in the header.

When searching the menu, the app is not equipped to handle misspelled words. Predictive search could help consumers find what they want with less typing. It should also be obvious when search is complete, which could be accomplished by minimizing the keyboard.

Recipes
To find Recipes, tap the Account icon in the top right corner on the home screen > About Us > Our Recipes.The app has a hidden section of recipes that should be showcased more prominently. Recipes feature an image of the meal, serving size, ingredients, and instructions to make it. If The Cheesecake Factory changed these recipes monthly or even seasonally, these may draw people in to the app even when they’re not dining at the restaurant.

Allowing users to pin to Pinterest, email the recipe to a friend, or post their own reviews and pictures of the recipe would add a social aspect and generate user content.

To find Recipes, tap the Account icon in the top right corner on the home screen > About Us > Our Recipes.

CakePay is available on iOS and Android.

Discover what people really want out of shopping apps in our new consumer How to Get People to Download and Use Your App.
 
Download the report.
Topics: Solutions Apps

Think With Google: How to Prioritize Usability in Design

Don’t think like the person creating the app. Think like the person using the app.

Too often, retailers and other brands design and develop mobile apps to be what they want users to do without considering what users actually want to do.

Exceptional apps are fun and easy to use, but extraordinary apps add value to everyday life. To create a useful app, you need to know what users want to accomplish, when they want to use it, and how they want to use it.

It all comes down to one concept: Don’t think like the person creating the app. Think like the person using the app.

This is called user-centric design, and in “Mobile App Development: How to Create a Useful App,” Google describes its experience creating Primer, an app that helps users learn new digital marketing skills through digestible, interactive lessons.

To create this app, Google broke down its design process to prioritize usability in 4 steps:
  • Think like the user, then design the UX.
  • Remember that users are people, not demographics.
  • When promoting an app, consider all the situations in which it could be useful.
  • Keep working on the utility of the app even after launch.

Think of popular app Snapchat, which is the #1 app in the App Store and #3 in Google Play. It was first introduced in 2011 and focused on what the user wanted to do—interact with their friends in a new, fun way. Now, 5 years later, many users have adopted it into their daily life, and Snapchat continues to introduce new ways to interact with the app, like Stories and Discover.

The big takeaway: Put your customers’ wants and needs before your own, and you’ll see a much bigger return than you would if you only consider what you want from users.

Read the full article on Think With Google.

Think you're ready for a mobile app? Find out what over 1,000 people had to say about downloading and using shopping apps.
Download the report.

More about mobile apps:
Topics: Design Trends Solutions Apps