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Enhancing Mobile App’s Usability: An Investigation

Your mobile app is ready. Your development team has done a commendable job. Your marketing team was amazing with the herculean task of promotion and advertising. And yet, when it comes to attracting users, you are outplayed by your competitors. Design, development, promotion, marketing, are very important for the mobile app. But they are of little value if the user finds using your app difficult. And thus, comes up our case—Usability of the mobile app.

Primarily, Usability of the mobile app is most important. It is the very first step for the user while entering the world of your app. If they stumble at this very first step, the whole journey will be characterized by sorrows and sufferings—not for them, but for you. They will be long gone abandoning your app with some swear words for you in tribute!

mobile app

In simple terms, you need to offer ease to the user to interact with your app and its features. Only then, your business objectives can be achieved. Being a critical performance indicator, the hitch expands as it is not very easy to comprehend the aspects that can improve it. What? Usability, of course.

Analytical Inspection

Your aim is to examine usability and improve it to the extent of making it immaculate. Analyzing key factors or key performance indicators (KPIs) that can let us comprehend usability better, fall into two categories:

Quantitative

  1. Time they give you – The time users spend on your app indicates your app has a fair amount of usability. Not a conclusive factor, but it is a great starting point in determining the usability of your mobile app.

  2. Downloads and Uninstalls – It is very obvious that if usability is good, the number of downloads will be high and the number of uninstalls will be low. If, however, it is vice versa, the alarm is ringing high. There might be a case that both downloads and uninstalls are high. Based on the statistic we get here, our future action plan to improve usability will be devised.

  3. Conversion matters – Users are spending a lot of time in your app, downloads are high and uninstalls low. If, however, users and visitors are not converted into customers, or performing what you expect them to do as an owner of the app, usability has been stagnant, which is not a good sign. High conversion on the other hand shows high usability.

  4. What they’re feeling – What the users have to feel about your mobile app is important in determining the current state of the usability of the app and future steps you can take to improve it. Users may have positive or negative ratings about your app. Your target is to increase the positive ones and reduce the negative ones. Apart from this, you can take proactive steps based on the estimations you make from the ratings.

Qualitative

Quantitative analysis gives you the ‘what?’ of an issue rather than giving the ‘why?’ of an issue. For example, number of uninstalls of your app is only a number. One cannot determine why that number is existing and is higher than expected. So, for getting a complete idea, it is important to take into consideration the qualitative aspects of analyzing usability of you app.

  1. Mind their behavior – User behavior, habits and practices with the app are a great qualitative measure that can very effectively give us substantial insights on app’s usability. A user may be clueless, confused or simply exasperated due to certain features of the app. There is no quantitative measure to determine this fact. And honestly speaking, numbers cannot determine intangible human emotions.

  2. You are being recorded – User’s habits and behavior can be recorded by a software integrated into the app itself that captures every screen tap, swipe or some other action. The recordings can give you a significant breadth of view about the issues users may be facing with the app. When these issues are resolved, usability of the app enhances significantly.

  3. Heatmap hits –Heatmaps use colored patches to determine the user’s touch, tap, swipe, scroll records on the screen. In short, it gives a qualitative measure of the user’s interaction with the app and an insight into what is working and what is not working in your app. Based on this information, necessary and sufficient steps can be taken to considerably improve the usability of the app.

Testing
Testing is important irrespective of platform, technology or applications. You can carry out a live testing to determine the usability of your mobile app from a user’s perspective. After taking all the necessary steps to improve the usability, it may so happen that you have missed out on a certain aspect conducive to enhance the usability of the app. It is therefore important to carry out user testing, individually or in groups.

Guiding the users through the features of an app is a good thing. Tips and hints are helpful for the user if they are short, concise and easy to understand. However, a long, absurdly placed hint or tip instead of helping the user can become a headache.

Also, the time a user takes to comprehend the screen content is small. If your content is too much to grasp, users will put it off. Now only from a user’s perspective can you determine these facts and thus, it is important for you to carry out the appropriate tests.

Conclusion

The discourse on effectively enhancing the Usability of a mobile app brings us down to answer one question: how easy is the experience for a user? With all the qualitative and quantitative analysis, tools and technologies, and thorough testing processes, if you can find the right answer to this question, you can improve the usability of your app considerably.