With mobile apps fast becoming the preferred platforms for many companies looking to broaden & enhance their businesses, it is key for brands to know exactly how to design a successful application that will serve the needs of their customers.
Figures released by eMarketer predicted that in 2015, US mobile app install ad spending rose by 80%, reaching $3bn – a figure that will no doubt continue to climb over this year.
And for some time, Google has been one of the principal driving forces in mobile site and app design, after quickly learning that the most successful online platforms are those that help users complete their tasks and make it easy to convert.
Using this experience, combined with a study on consumer reactions to 100 different apps, Google has now published a step-by-step guide to building an effective mobile app service that engages users and drives conversions in equal measure.
Published by Google’s UX Research Lead Jenny Gove, the online guide details 25 key principals companies should consider when developing their mobile platform, giving insights into areas like usability, registration and in-app search.
“Plus, a well-designed app that provides utility has the power to cut through the clutter. It can deliver on people’s many I-want-to-know, I-want-to-go, I-want-to-buy, and I-want-to-do moments.
“With that in mind, we sought to uncover the key ingredients of a great mobile app.”
The study mentioned was carried out in partnership with AnswerLabs, looking at the consumer reactions to the workings of various apps across a number of sectors, including e-commerce, travel and food, ticket services and financial management.
Drawing on its findings, Google says how to use app layouts to ensure platforms are user-friendly, and explains the importance of offering functionalities like “go back” buttons to simplify navigations and create a smooth user experience.
It also shares important information on how small features, including in-app searches and filter options, can help to improve user engagement and maximise the company’s services.
Other notable takeaways include the elements needed to ensure a seamless registration, and how to properly include forms to a sign up process.
Gove added: “We are excited to share insights to help you build brand engagement by providing guidance on useful and usable functionality–essential for creating an experience that delights.
“Apps can seamlessly guide users through task completion by providing great e-commerce facilities and integrating effective ordering and payment systems.
“Ultimately, the creation of an engaging app begins with attention to usability.”
Check out the full guide here.