From Popcorn to Progress Bars: A 10 point UX Odyssey About App Transitions

Last Sunday night, I had my popcorn ready, my comfy blanket laid out, and an eager anticipation to dive into "House of the Dragon" Season 2 on HBO (there are no spoilers ahead, you are safe).

I turned on my TV, navigated to the HBO app and — Wait ... what's this? Download required? Suddenly, your meticulously crafted "GoT night" transforms into a frustrating app download odyssey.

It turns out that HBO had transformed yet again, from HBO Go to HBO Max, and now simply to Max. Instead of immediately diving into the next political intrigue in Westeros, I found myself downloading a new app. Frustration grew hot while my popcorn grew cold.

Here's the thing: change is inevitable, especially in the ever-evolving world of apps. Transitioning from one app to another or evolving a user interface (UI) can be a complex journey. It’s an area that demands a careful balance between innovation and user familiarity. Drawing from my recent "Max" mishap, I figured that I should make a summary of what I consider to be the top 10 best practices for making these transitions seamless and user-friendly.

1. Communicate Early and Often

User Experience (UX) and Customer Experience (CX) begin long before a user interacts with your app. When planning a significant change, start by informing your users well in advance. Use in-app notifications, emails, and social media to share what’s coming and why it’s beneficial. A few weeks' notice can prepare users mentally and practically for the shift. You can leverage buzzworthy content to make the message come across (for example, in our case, the highly anticipated "House of the Dragon" premiere).

2. Make it Easy, Khaleesi!

Downloading a new app shouldn't feel like conquering Kings Landing. Ensure the download process is smooth and efficient. Offer in-app download options with clear instructions. This, at least, was handled correctly so there is still hope in the CX world. <3

3. Incentivize the Switch

Sometimes, a little positive reinforcement goes a long way. Consider offering exclusive content, discounts, or bonus features to encourage users to adopt the new app.

4. Continuity is Key

Maintain a consistent user interface (UI) style across both the old and new app. This familiarity will lessen the learning curve and prevent users from feeling lost in a new digital landscape.

5. Gradual Rollouts

A sudden change can alienate your user base. So if the new product NEEDS to have a radically different UI, consider rolling out new features or design changes gradually. This can be done by beta testing with a smaller audience first or slowly integrating changes over several updates. For instance, in our case, introducing the new Max branding could have started with minor visual cues and updates within the HBO Max app before the complete overhaul, and the final push could have been managed as an update rather than a whole new app installed next to the old one.

6. Maintain Core Functionalities

While "evolving" an app, it's crucial to maintain core functionalities and the user flow that your audience is accustomed to. This helps in retaining a sense of familiarity and reduces friction. If a user was previously watching "Game of Thrones" effortlessly, the new app should ensure they can continue doing so without a steep learning curve.

7. Leverage Familiar Design Patterns

Users find comfort in familiarity. While it’s exciting to introduce a new look, leveraging familiar design patterns can help users navigate more easily. Stick to common UI principles that align with your previous versions to create a sense of continuity.

8. Guide Them Through the Gates + Feedback Loops

Provide clear and concise instructions within the app itself. Walk users through the transition process, highlighting key features and functionalities in the new platform. But please make it skippable.

At the end of the walkthrough, ask for feedback. This real-time data is invaluable for making quick adjustments and showing users that their input is valued.

9. Performance Optimization

Ensure that the new app or UI is optimized for performance. Slow loading times, crashes, or bugs can amplify frustration. Before launching the updated app, rigorous testing across various devices and platforms is essential.

10. Multi-Platform Consistency

Whether users switch from mobile to tablet or desktop, maintaining a consistent experience across platforms is vital. This helps users transition smoothly without needing to re-learn the interface.

In the world of app design, seamless transitions are crucial for maintaining a positive user experience. By prioritizing early communication, gradual rollouts, and maintaining familiar functionalities, businesses can innovate without alienating their users. HBO managed to pull off six of these best practices. Not great, not terrible (in their own words).