5 signals that you should improve the UX of your app
When is the right moment to improve the UX of your app?
Most startup founders neglect UX after the launch of their app, to focus on other activities. It’s a mistake, since good UX is one of the most essential factors to determine the success (or failure) of an app. UX research it’s also never finished. To create a successful app you want to constantly release new valuable features. In addition to this, the needs of your user base changes over time.
These are the signals you should start to dedicate time and resources to UX.
High app download volume and low conversion
There are many users downloading your app, meaning the solution you promise resonates with them. However users churn soon after trying the app.
This is by far the most common case, with 1 user in 4 never using an app again after the first access. In this case users either did not manage to receive the value they were expecting or they expected to receive more value from your app.
It’s not clear who your app is targeting
Who is your persona? You should have in your mind a clear image of the ideal persona for whom your app solves a problem. A persona should be defined not only by age, gender, profession, but primarily by needs, desires and personality – the so called psychographics.
What are users trying to accomplish by downloading your app? Are you able to live up to the expectation? It is hard to create a well tailored proposition if the needs you are targeting are different from each other.
Low monetization from active users
Within your app a high level of conversion and monetization is only influenced by good UX/UI design. If people can easily find your call-to-action they convert. Otherwise they don’t.
Once you know that you’re targeting the right people (if you don’t check the step before) and that you are offering them a viable solution to their problem, they should be willing to pay to have access to your solution.
One of the tasks of good UX is to let them understand how they can pay you to get what you offer.
It takes too many clicks for users to complete a task
It’s a sign you should improve the UX of your app if users need more clicks to complete a task than the minimum amount required. This will cause them to abandon your app and never come back.
Measure the amount of clicks the average user needs to complete a task. Is it higher than the minimum you envisage? Then you should take action. Making it easier for users to do what the app is meant for will increase the chance they’ll come back.
Your product roadmap hasn’t been validated with users
You have many ideas on what to do next, but what are the numbers that back your choices? As a startup founder you surely have your opinions on what to do and how you want it to be done but this should not cloud your ability to understand what your users want.
Interpreting the needs of your users is the key to creating a successful business.
The choices concerning your product roadmap should be driven by data. Deciding what feature has priority should be the result of talking to your users. That’s the best way to reduce the waste of development resources.
You have data but you don’t know what’s behind the data
You have tried A/B testing to optimize conversion and you have seen that a certain message resonates better with your users. Now what?
Only A/B testing is not enough to improve the UX of your app. You do not know what’s the reason behind users’ choice. You have seen that “start now” gets more clicks than “learn more” so you changed your call to action. But what do people expect after clicking it? Is there a third option which works better and you haven’t considered?
All these questions are not answered by an A/B test alone. You should actively seek interaction with users and ask them these questions. Read this post on how to do better customer interviews.
Where do I start to improve the UX of my app?
If you think it’s time for you to pay attention to the UX of your product but you don’t know where to start, feel free to get in contact here for an introductory call.