In 2012, around 30 billion applications were downloaded by users. However, an average mobile owner uses only 15 applications per week. To make things worse, according to a research by Localytics, around 22% of applications are opened only once.
Why is the engagement so low with all the effort and money invested into mobile today? Well, the answer to this question is really complicated. However, a lot of common mistakes are made in the mobile design.
Forcing User to Register before Showing Value
You will immediately lose users when you force them to go through a registration process before you have even offered them any obvious benefit. For instance, Tumblr and Pheed, these are common social networking sites that let users to broadcast videos, photos, and other content to their followers and friends.
Tumblr shows immediately new trending topic you could interact with as a user that has not yet registered. On the other hand, Pheed demands you to register before you could see anything.
Tutorials that are Overly Detailed
In mobile applications, tutorials are pretty common. Oftentimes, you really need to guide a user along with a detailed explanation. However, almost every mobile tutorial overwhelms users with a lot of early information.
Basically, you are admitting that you have a failed user interface if you need a lot of labels to simplify the functionality of your application.
Your goal must be to make U.I. that are intuitive and clear for your target market and need minimum tutorial to navigate.
Another mistake that is commonly found in tutorials is that they focus on explaining the details of the user interface instead of communication the total value of the application. In several studies, potential clients usually miss those details since they flash through the tutorial. Most of them prefer to directly use the application.
Gesture Controls or Interface Elements that are Unusual
A major part of designing a spontaneous mobile user interface is understanding when to apply regular patterns of design to make it simpler for customers to get to know your application. For instance, pinching to zoom on photos and swiping between pages is entrenched in the habits of mobile users. In addition to that, iOS and Android both provide thorough human-interface guidelines that are accepted in most of their applications.
Sometimes, most developers “overdesign” the applications by disregarding standards and deciding to apply unacquainted gesture controls, flashy visual elements without purpose and context, and hidden or vanishing menus. Typically, most individuals find these unusual elements frustrating and confusing in testing.
Even applications that are crafted beautifully and win a lot of awards aren’t essentially usable for mass-market users. For instance, Clear is a to-do list application that gathered praise for replacing regular visual controls with simple physical gestures.
The Clear application has to utilize 6 interactive coaching and walkthrough screens to teach people how to use the application.
In studies conducted by researchers, smartphone users could not even remember more than 10% of the content tutorial, even if they were gadget enthusiasts. They often get lost and could not remember how to conduct regular functions such as creating a new list or deleting a task.
Stick to designs that people already know how to use if you want to reduce friction and maximize usability. Unless you’ve convincing reasons to do so, do not diverge from familiar patterns. Also, you must make sure that you test thoroughly any designs that are unusual.
Make Users Fill Out Long Mobile Forms
Your new client has downloaded your application and made it through its tutorial. Maybe, he or she even played around with several standard functionalities. It is now time to register.
You need to learn as much as possible about every user, that is why you ask for more several information pieces in the registry form than you really require. Not a big deal, right?
Well, you are wrong. Huge companies such as Best Buy and Expedia have lost tons of sales due to pointless form.
Generally, for each extra field you add to the form, your rate of completion would take a hit. In addition to that, people are far more distracted and time-pressed on mobile that they are on home and office PC.