There are four key steps designers need to consider when crafting an app experience that delivers genuine relevance and value to their users. Bottle Rocket’s Executive Creative Director Michael Griffith talks us through the user lifecycle of an app.
1. The App Store Experience.
Getting a user to opt in and download your app involves asking them to take a leap of faith, and it’s up to you to make that leap as short and painless as possible. Ensure your app is easily findable in the App Store, with a short and simple description, and screen captures or videos which show exactly how the app works.
2. The First Open.
The user very rarely opens up an app immediately after download, which means you have to win them over again once they finally do. The first experience of an app should combine “beauty, magic, and innovation,” says Griffith. Utility comes later.
3. The First Task.
Completing a simple task on your app should be “elegant, simple and efficient,” says Griffith. He cites the TED Talk app as a prime example, which allows users to find relevant content without having to waste time by entering search terms. Deeper tasks need to be “personal, exacting, and reliable.”
4. The Update.
Installing updates for an app isn’t a priority for many people, as they simply don’t have the spare memory on their phone for an automatic download. You need to reward users for updating the app by doubling down on the beauty, magic and innovation of their first experience.