Four design failures to be avoided for mobile UED

In 2012, mobile apps downloaded more than 30 billion million, but smartphone users only used about 15 apps per week on average. Even worse, research on Localytics shows that about 22% of the applications are seen everywhere and once used, they are shelved.

Since the mobile field has invested so much time and energy, why is the participation still so low?

The reason for this is certainly very complex, but there are some repeated mistakes in the application development process, one of the reasons.

Can you guess what these applications are?

Misunderstanding 1: registration is mandatory if value is not displayed

Before proving that you can bring any benefits to users, ask the other party to register or bind a social network. This will only scare users away.

Both Pheed and Tumblr require registration first

Take Pheed and Tumblr as examples. Both are popular social media platforms that allow users to broadcast photos, videos, and other content to friends and fans.

The difference is that Pheed requires you to register before you see anything. Tumblr will immediately display new dynamic content, allowing you to interact with unregistered users.

Misunderstanding 2: Meticulous tutorials

User guidance is common in mobile apps. Sometimes users really need to explain it in time, but unfortunately most guidance provides too much information too early.

If the application function requires a lot of clarification, it basically means that your UI has failed.

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Your goal should be to design an intuitive and clear user interface so that potential users can use it without further assistance.

Another common error related to application guidance is to focus too much on the explanation of the UI details, rather than passing the overall value of the application. My research shows that potential customers tend to skip these details and prefer to use them directly.

Misunderstanding 3: Unusual interface components or gesture control

One key to designing an intuitive Mobile UI is to know when to adopt a standard design pattern, making it easier for users to understand your application. For example, tapping and switching pages and collecting and scaling photos are deep-rooted usage habits of smartphone users. In addition, both Android and iOS provide detailed Man-Machine Interface Guidelines for most applications.

My customers tend to "over-design" their own applications, regardless of the standard practice, and choose some uncommon gesture control, hide menus or lack clear background and purpose, flashy visual elements. During testing, most people are often confused and disappointed with these unexpected elements.

Even applications with exquisite designs and design awards are not necessarily suitable for the mass market. For example, the to-do application Clear won praise for its use of gesture control instead of Standard visual control.

The Clear application uses six demonstration screens to interactively teach users how to use the app.

In my research, the content in the tutorials that smartphone users can remember is often less than 10%, even those familiar with smartphones. They often get lost and do not know how to execute basic functions such as creating a new list or deleting a task.

If you want to maximize availability and reduce friction, stick to the usage that you are already familiar. Unless for attractive reasons, do not deviate from the common model. Even with unconventional design, ensure that thorough tests are conducted.

Misunderstanding 4: Ask the customer to fill out lengthy forms

Your new customer has downloaded the application, learned about your tutorial, and even tried some basic functions. The registration is now.

Of course, you want to know your customers as much as possible, so you will often ask users a few unnecessary questions during registration. It doesn't matter, right?

Uber will register for segmented Management

Error. Although you may have asked a few more questions, large companies like Expedia and Best Buy may lose millions of dollars in sales.

In general, the registration rate drops a little for every field added to the Registry. Even worse on the touch screen of a small mobile phone that is prone to input errors. In addition, compared with desktops, users tend to have a more time-sensitive and distracting experience on the Mobile End, either at home or in the office.

Summary

Remember, there is no universal design for any product at any time. For example, your brand may be very famous, and you may be lucky to get a mysterious Start Menu, or if your customers are very patient, you may learn how to use it after reading your complex tutorial.

It is important to pay attention to which practices are best practices, and find someone to test their mobile design, and discover problems as soon as possible.