Great experiences are the normUber made it so easy to get a ride that it became a verb. No one takes a taxi anymore, they “Uber.” The company has taken a necessary evil (grabbing a cab) and turned it into something we enjoy. So what does this have to do with your app—even if you’re not in the taxi or ride-sharing business? A lot. We humans are junkies for simplicity and ease of use. When we get a taste of it, we just want more. And before long we start to expect it everywhere. Consumers want what they want, when they want it, with no more effort than a tap and a swipe. While a slick interface and smooth workflow might wow users the first time they interact with an app, it won’t last. What was impressive last month is now expected as the norm, and anything that doesn’t measure up to that standard just seems worse by comparison. Micro-moments are a great example of this. Because our mobile devices are so easily accessible, we’ve become trained to expect immediate gratification for whatever task we’re trying to achieve. And we don’t have the patience to wait around. Our brains are naturally wired to move on to the next option if a task feels like it’s too much work. If a user can’t get what they want from an app immediately, they’ll ditch it and try another.
One bad experience can kill an appBecause we’ve had a taste of great app experiences, our tolerance for bad ones is getting increasingly low. A recent study by CA Technologies revealed that consumers ranked an app’s ease of use as the most important factor when determining whether to use, purchase, or delete an app. And after just one use. Your app not only needs to solve an unmet need, it has to do it with the ease and simplicity they know they can have. Apps rarely get a second chance to win over users. In fact, one in four apps is abandoned after just one use.
Consumers aren’t comparing you to your competitionThe moral of the story here is that your competition isn’t just the companies that offer a similar product or service. Mobile-first pioneers like Uber and Airbnb have trained us to expect a delightful experience, every time. That means everyone from consumer banking apps to my beloved Two Dots, and everyone in-between is competing with each other for our engagement (and dollars).
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