Avoid struggling with app design

Most likely you have just like me downloaded an app and then deleted it after the first usage. Why do we act like that?!

There are several studies on this topic that shows potential reasons for deleting an app you first decided to download.

Before we think about the reason behind this behavior, lets first think about potential business and user impact.

There are different numbers showing how large percentage of apps that gets deleted after first usage. Different sources say that 50-90% of downloaded apps gets deleted after first usage.

Even though we stick with the lower number of 50% its still ALOT of wasted time and money for the people that invested and created the app. It could mean that half of all software development that is presented and published in App store or Google play is actually software created for the trashcan. Turning this in to money or time would probably shock most of us.

Why do we download and then delete?

Technical issues

The app does not work when you are clicking in different areas, so your patience runs away almost immediately and the app goes into the trash.

Failure to convince the user value of the app

If you don't understand why you should have this certain app you don't want it. When you cannot speak to the person that downloaded your app, the app itself has to be clear on the value proposition to the end user and value has to appear very early in the usage. To much info that is "nice to have", but actually not needed might confuse the user to the point he/she don't see the full value of using the app.

Poor User Experience (UX) Design

Most users of smartphones and tablets are now used to a intuitive interface of the app, and if a certain process or design of layout does not follow common sense, the app is to complicated to use, and the user don't want to spend time learning.

Asking of to much information from the user

Most people are ready to share relevant information when they understand the value they can get out of the app. Sharing e-mail, name, might even be to much if the user don't understand why. Sharing personal health data might also be very sensitive in the initial usage of the app if its not super clear why the user have to share it. So asking of personal information has to be a humble balance in-between of whats actually needed to get the app show value with respect of the users integrity.

Missing expected content in a workflow

If a user is missing critical information in a workflow, the overall purpose of the app might seem lost for the user, even thought you might be able to argue strong for the missing info. The user might most likely delete the app without asking the producer if the content would appear in the future.

Intrusive in-app purchases

When and how much should the user pay for the content? The answer is; "it depends". Since there is no straight answer of how much and when a user should pay for a certain service or information, this has to be carefully considered in the development of the app. Most of us are not willing to pay unless we have seen some value. On the other hand it might be very disturbing if we initially get value for free and we are getting used to get the service or information for free, then all of a sudden the app is asking for money.

In order to avoid pitfalls, DO THIS!

The user is in all the scenarios above is crucial, and therefore its very important to include users early in the development. How do you include users without having them distracted by to much work and questions they don't understand? A proven process clearly described to the users, will help you get the appropriate help from them in your design and development.

Test, Test, Test..., assume that the end users does not think like you and your team is thinking. Therefore ask for feedback from non experienced users over and over again.