Let’s start immediately from the fact that now there are hundreds, thousands, millions of apps that crowd the stores and there is only one thing that matters, even more than the utility and effectiveness of that APP: the User Experience (abbreviated UX), that is the baggage of emotions, sensations that an App inspires in the user who is sailing.
While capturing the attention of potential users is a fundamental step especially for the marketer, keeping it is the aim of the designer who with a series of visual insights within the App can conquer the user day after day, without repenting of the download. It is no coincidence that these two figures – marketers and designers – are often tied to two threads: they are two absolutely complementary figures in the user’s journey towards his satisfaction.
In this article I will introduce you to some of the most common mistakes you can keep in mind when you find yourself commissioning applications as well as functional, even beautiful and clear.
Do not Make Me Think
Every time a user launches an application must be able to navigate without divergences, distractions, hitches and to do so we must respect some golden rules of UX and UI. One of the best-known books by Steve Krug, a well-known Web Usability expert, is titled “Do not Make Me Think”, which is the key expectation of the average user when he or she browses a site or a ‘App: do not waste time.
In fact, most people “on the other side” of an App or a website are trying to do something and want to do it quickly, without having to think too much or concentrate. Research in the field of neurosciences has shown that the human mind in some situations activates a sort of automatic pilot that must reach the result with the least possible waste of energy. The nice thing is that cognitive mechanisms like this are innate, do not change from person to person, from generation to generation but are “long-term”. And there can be enormous inspiration.
The human brain has not changed from one year to the next, so the insights from studying human behavior have a very long shelf life. What was difficult for twenty years ago – J. Nielsen
The apps are now increasingly part of our daily lives but the “mobile” is an ecosystem that is very different from that of the “web” and for many it is still quite obscure. Do not worry, this blog wants to guide you to the discovery of this world, with guides, advice and ad hoc insights?
The 5 User Experience errors that your designer must avoid
As we have already said, the success of an App depends on many factors and the most important is the user experience. Here are the most common mistakes that your UX / UI designer should not really commit …
- Machine onboarding – The onboarding action must not generate any interruption and must only transfer the value of your App to the user. Simple yes, but not overlooked: like a first date, your app will have an only chance to win over your user. If he does not succeed, there will be no bunch of flowers to repair the damage done!
- Navigation menu too long or too short – When users see a slew of options inside the navigation menu, they tend to abandon it. This behavior is partly explained by Hick’s rule that “the time needed to make a decision increases in proportion to the number of alternatives”. On the contrary, the menus that present very few options end up confusing the user, giving the impression of uselessness of the App and / or poverty of contents and interactions.
- Complicated interfaces – The best user interfaces are self-evident ones that are so clear and coherent to generate automatism. Having an extremely appealing App can undoubtedly be a great result, but keep in mind that the time that users dedicate to the contemplation of aesthetic details is very limited. Users pay much more attention to the interaction and to assess how easily your app can solve their problems. The advice is: simplicity first of all, therefore entrusted to a professional who does not load your App of too many design elements.
- Icons too creative – The use of unfamiliar icons is unfortunately one of the most common mistakes made by UX designers. For example, replacing the famous thumb and thumb icons with more creative or personal versions will have the only effect of making users feel lost, lost inside a tower of Babel where everyone speaks a different language. Nick Babich’s advice to UX / UI designer is absolutely lapidary: “if it takes you more than 5 seconds to devise an appropriate icon for something, it is likely that the icon will not be able to communicate that meaning”. In short, for the icons as for other graphic elements reinventing the wheel is absolutely inadvisable!
- Interface without visual hierarchies – Understanding of content goes through the way in which the elements of the user interface are presented. A call to action without strong visual signifies loses its attractive power altogether. The more something is important, the more it must attract the user’s attention (contrasting colors, bolder or larger text size).
The concepts logically connected to each other, in fact, it is a good idea that they are also visually.