Three grave design mistakes even the best UX professionals can make

Mistakes are a common occurrence in the world of app design. If mistakes were not not uncommon, all apps would succeed. However, the numbers tell us a different story.

User retention falls to 32% amongst users who’ve used the app more than 11 times. Furthermore, app abandonment after first use is 25% according to a recent report.

Source: Upland Software

All these numbers point to one plain fact - mistakes are normal. Not every app is meant to succeed and get millions of downloads.

There are many reasons an app can fail. Some of them are related to capturing the wrong market. Others are related to not correctly recognizing market demand.

These mistakes are more strategic and in some ways unavoidable until panned by the market.

App failures due to design mistakes are avoidable. UX designers can give their apps the best chance to succeed if they only make sure to avoid certain grave mistakes.

Even the best designers can make mistakes. This piece discusses errors and mistakes even the best UX professionals in the field can make.

#1 - Choosing aesthetic appeal over performance

What do users generally dislike more than a visually poor app? A sluggish mobile app. At least the former doesn’t waste the time of app users.

Giving priority to the visual appeal of an app over its performance is not a problem. The same problem also troubles web designers. There are many cases where designers have to choose between visual appeal and performance considerations. In most such cases, it is better to make performance the number one priority.

Let’s take an example. Assume you’re using the AppMySite WooCommerce Android and iOS app builder to make your ecommerce app. You’re designing the banner image and come up with the perfect design.

Your design instinct tells you to use the PNG file instead of a JPEG. This is because the former offers greater visual quality.

However, you must also consider the size of PNG images. A full-size PNG file is generally more than ten times bigger than a full-size JPEG file. Does it really make sense to slow down the app loading speed just to add a PNG file?

This is a classic case of making a choice between polish and performance. The point here is not to give up on visual appeal entirely. However, when it comes to marginal decisions between performance and aesthetics, it is better to side with the former.

#2 - The Norman door problem

There are many designers who try to introduce new features while working on mobile app design. In fact, designers are encouraged to innovate and find new ways to offer a better experience.

However, these innovations can sometimes cause problems too. In a bid to create something new and unique, designers can end up deprioritizing user ease and clarity.

Let’s take an example. Assume you’re starting a blogging app. You first learn how to convert Wordpress website to Android app using an app maker. When you’re designing the app, you decide to change the name of the ‘Read’ button to ‘Explore’.

The thinking behind this is to inculcate a sense of discovery and exploration in the app users. However, your users are likely to be used to the ‘Read’ button. They might not understand the logic behind your new CTA.

This situation where users are confused by an app’s design is also known as a Norman door problem. It takes inspiration from poorly designed doors that confuse people.

The solution? Value clarity over all other design considerations. This will help ensure your users are never confused about how to use the app.

#3 - Matching color scheme with brand

As an exercise, checkout the websites and apps of all the streaming platforms you know. There is a very likely chance a lot of them use a dark color as their background.

Netflix uses a black background.

Prime Video uses a purple blue-night sky background. Disney Plus also uses the same color.

Do you sense a common theme? Most of these streaming platforms prefer darker backgrounds than lighter ones. One reason behind this is that people are used to associating the cinema experience with a dark theatre. The dark backgrounds on streaming platforms try to replicate the same.

This is a classic case of a color scheme matching the overall brand of the app. Does this mean it is impossible to create a better design for streaming platforms with lighter colors? No. However, using lighter colors would have depreciated the intangible value of a good user user experience.

Designers often chase the best color combination based on pure aesthetic appeal. The best color scheme however often comes from the brand’s ethos.

Also read: How to set color theme on AppMySite?

Let’s take an example. Assume you’re starting an app for people to read classic literature. If you choose to copy the streaming services model and go with a dark background, you might not find a lot of success. People don’t generally associate reading with a darkened theme. Kindle devices for instance come with a plain white background, just like the pages of a normal book.

Color scheme preferences can change based on the services an app offers. The role of UX designers is to not get married to certain color schemes because of their visual appeal. It is always wise to select a color theme which best embodies the action users are going to perform.

Also read: The significance of colors in mobile app development and marketing

In conclusion

There is no point in getting into the number of apps that fail when they come to market. Every smart entrepreneur is aware of the challenge in making an app successful.

The last thing any company wants is to let an app fail because of solvable design issues. This piece brings deep insights on three design mistakes even the best UX professionals can make. The key for designers is to remain cognizant of these three mistakes.

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Created on Oct 29th 2020 05:32. Viewed 607 times.

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