It’s no secret that a first-class mobile app experience is essential for any brand seeking to build customer loyalty and engagement. The mobile app user experience needs to recognize not only the way audiences ingest information as they consider their options, but also how they interact with the app itself. In a previous post we offered a number of top tips for delivering the best mobile app experience. In this post we offer additional top tips to keep your customers engaged on their mobile devices.


Keep the Design Simple. A customer’s attention span is a precious resource that is often in short supply. A cluttered user-interface that gives numerous options for information or services may check all the boxes for the brand, but it runs the risk of overloading the user with too much information. Every added button, text, image or call-to-action complicates the screen and challenges the focus they need on the essential content you want them to see.


Design with the Platform in Mind. Trying to shoe-horn in features and elements from all of the various operating systems in order to mimic all of their specific behaviors brings us back to clutter. Stick to features native to the platform you are building in so that users know how to navigate and use the native components they are already familiar with.


Design for Channel-Switching. Most users don’t complete an engagement in a single session, so design for the entire process, not just a single setting. That means a seamless experience across devices that allows users to switch channels as needed to meet the way they interact with the app. A useful cross-device experience will enable customers to engage at their own pace.


Animation is Good, as Long as it is subtle. It’s the little things on the screen that give a warm feeling about your brand, so feel free to leverage that emotional connection. Small details such as animated feedback, in-app sounds, and even animated micro-interactions imbed a personality to your app, and go a long way towards building loyalty. Just keep it subtle.


Respect the Small Screen. Trying to fit a lot of information into a mobile user-interface is challenging at best. Don’t make the mistake of trying to cram too much content into the screen. It has to be readable. At least 11-point font is highly recommended. Increase the line height or spacing if that helps to get the content presented most effectively. A heaping portion of white space makes the screen inviting and uncluttered.


Testing is Your Friend. Most designers have large monitors on which they design. But something designed on a big screen may not work as well when shrunk down to a mobile app. Engage real users for their feedback, and make sure you have a cross-selection on a variety of mobile devices. Every design is bound to have an unseen flaw until it’s in the user’s hands.


Need help designing a mobile app with a great user experience? Bluetext can help.