Decoding the Elusive ‘Wow! Factor’ in Mobile Apps
As a UX designer, I have been told umpteen times by clients or stakeholders to add some ‘Wow! factors’ in the design. There is nothing wrong in this request. But if you ask them to define this ‘Wow! factors,’ probably you will get some fumbling or vague answers. Or, they will mention the name of a recent eye candy app followed by the question, “Why don’t you design our app like that?”
Wow [wou] (noun): Excitement, interest, great pleasure, or the like
- Dictionary.com
Form Follows Function
Imagine that we have a beautiful and expensive pen. But if it doesn’t write well, probably we will abandon it and go for an ordinary pen that suits our purpose. Since a fancy eye catching design cannot help an ineffective product, always think about designing an experience that pleasantly surprises the user by helping him to achieve the intended task faster and efficiently.
Three Components of ‘Wow! Factor’
Functional ‘Wow! Factors’ in a Mobile App
This is where a UX designer can score to improve the user experience of the app. The functional ‘Wow! factors’ are more important than the static and dynamic factors because they create a memorable and pleasurable experience for the user. “Form follows function,” remember?
Simplified Workflow
Reducing the number of steps of a user journey to achieve a desired functionality will generate a lasting impression in the app user’s mind.
Making a payment using credit card is a pain in mobile phone apps. Entering a 16 digit card number using the native keypad on a mobile phone is always prone to errors. ‘Uber’ app simplified this number entry process by scanning the credit card using the mobile phone camera.
The ‘Optical Character Recognition’ (OCR) does the trick here. The user saves time and errors are minimized.
‘Out of the Box’ Workflow
Instead of simplifying an existing workflow, can we introduce something which no one else has ever thought of? If yes, this will become a USP for the app and users will happily embrace it for the unique experience.
‘Paper by Fifty Three’ is a popular iPad app for drawing. It uses a “Rewind?” gesture for undo. Place two fingers on the screen and move them in a counter-clockwise circle to do undo.
It is obvious that a clockwise circle gesture will execute the redo action step-by-step.
The shading gesture in ‘Peek Calendar’ app is another example of this ‘out of the box’ workflow.
Cover the top part of phone like you’re shading it from the sun, and the time quickly fades into view. Hats off to the genius who invented this!
Conclusion
Static and dynamic ‘Wow! factors’ are bells and whistles that can attract a user to the app instantly. But to retain their attention and to make their life easier, we need to tick the column of functional ‘Wow! factors’ in our design.
This story is adapted and abridged from the one at Medium.com.
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