Why You Should Re-Design Your App
Josue Castillo wrote this article
In a fast-paced world, it is critical to stay competitive in the app development market or risk the chance of being forgotten.
This means listening to the feedback of your customers and acting on their requests in order to to maintain user engagement and profitability.
Sometimes, this means making tweaks along the way, or even a full app re-design.
Step #1: Understanding the ‘Why’
The first step is to understand the reason why you want to re-design your app.
Seems obvious right? But this will help you down the road so that all of your decisions are well-aligned with your why.
Here are some common reasons for re-designing an app:
– Increase user engagement
– Functionality/ changes in the app’s purpose
– Buttons, icons, and social features
– More profitability
– Attractability/ readability
– Higher conversion rates
It may even be a combination of reasons, but you want to be mindful of your purpose when making decisions about the re-design itself.
Step #2: Using ‘Your Secret Weapon’
“When redesigning, you have valuable insights from previous users as your strongest weapon.”
Your app or website has been up for a while, now is the perfect time to capitalize on what users have said they liked and disliked.
If a user didn’t like a feature and it doesn’t fit well with your why then don’t hesitate to remove it, because one user may speak for many others who’ve stayed silent.
Always remember that your customer comes first.
This can be a perfect time to include software to better monitor your web app such as Google Analytics, which can help monitor conversion rates and provide you with more information on your users (and it’s free).
Step #3: Improve Branding
“Think of branding as a chance to communicate visually your ‘purpose’ or ‘goal’ with your user.”
This is another time when user feedback can be invaluable to making changes.
Re-branding includes logos, icons, images, and buttons. This is a small part of the big picture, but attention to detail here pays off.
This is also a great time to rethink your use of color and how it all relates to your purpose.
Color is important since it can make or break your app’s modern look and feel and can drastically increase user engagement and how users feel when using your app.
Let’s hope by this point you have peeked over at your competition and have a good idea of what they are doing so that you can strategize and improve your brand to stay competitive and stand out from the crowd.
Step #3: The Do’s and Don’t of App Redesign
To re-design doesn’t always mean changing everything, especially if you have a functional app that is performing well already.
Instead, you want to single out the feature that are productive and those that are not to the user experience.
Don’t change what meets your purpose and works.
Do adjust colors, icons, logos, images, and buttons to give it a more modern feel.
Do fix buggy functionality.
Do eliminate uneccessary steps and screens that can make the experience feel ‘clunky.’
Don’t make changes on a live app, instead have an offline copy for revisions.
Do have testers to give feedback on revisions.
Do approach the redesign process with a minimalistic mindset for functionality and layout.
The User Happiness Checklist
You want to be minimalist wherever possible.
No one wants to look at or experience something that is repetitive. A good rule of thumb is to be concise and straight to the point while keeping your app engaging.
“Engaging Content + Effective Communication + Product = Profit”
Users shouldn’t have to think; everything should be straight forward. If they are forced to do unnecessary steps in order to complete a simple task, then chances are they do not have a happy experience using your app.
So, in order to make a customer happy, your app needs to be helpful and human.
Keeping your users happy is one of the biggest reasons to consider redesigning your app. Here are some ways you can measure User Happiness levels with your app using app metrics:
– Level of user engagement
– Success rate to perform task i.e. Completion Rate
– Time taken to complete task
– Error rate in the process
– Calculate User Retention
Retention Rate = ((CE-CN)/CS)) X 100
CE = number of customers at end of period
CN = number of new customers acquired during period
CS = number of customers at start of period
Using the above measurement tools, you’ll be well on your way to understanding your app’s user happiness levels, and also have a good idea on which aspects of your app need to be re-designed.
Not realizing the importance of customer happiness is a huge mistake, as ROI from a happy user is quite high.
The Social Media Case Study
Many apps we know and (mostly) love today have gone through many changes in their overall look and design over the years.
Failure to do so would probably mean they wouldn’t exist today – or at least not maintain their growing popularity.
Facebook and Instagram are two which come to mind right off the bat.
In 2008, Facebook looked like this:
Instagram used to look like this:
Just looking at both of these screenshots, you can see how these apps have truly evolved in their design and user experience and appreciate even more how modern the newer designs are.
Your app’s success is truly in the eye of the beholder
Even if your app is performing well, it’s always a good idea to keep your eye on the user metrics and behaviors we’ve explored in this post. These will determine whether it’s time to re-design your app or at least certain parts of the overall experience.
Coincidentally, your user experience and overall design of your app will determine a lot about your app’s success too. After all:
“People ignore design that ignores people.”
The easiest and best way to keep users happy and logging on your apps is to always be improving upon what you’ve built by finding little ways to tweak your app to make it better.
If you’re thinking about re-designing your app, reach out to the team at Chop Dawg for your free consultation.