"In the world of complexity, Simplicity wins"

Imagine you're sprinting through the airport, coffee in one hand, luggage in the other. Your flight leaves in an hour, and all you need is to check in. You fumble for your phone, open the airline's shiny new app, and... chaos ensues.

First, you're asked to update your personal information. Do they really need your mother's maiden name right now? Next, a pop-up suggests you join their loyalty program. You dismiss it, only to be hit with a seat selection screen. Window or aisle? You don't care, you just want your boarding pass!

But wait, there's more. Would you like to pre-order a meal? Upgrade your baggage allowance? Purchase travel insurance? By the time you navigate through this labyrinth of options, you're sweating, your coffee's cold, and you've wasted precious minutes you don't have.

Finally, you reach the holy grail – your boarding pass. But as you try to add it to your wallet, the app crashes. Fantastic.

Take another example - You needed a quick loan for an unexpected expense. Simple enough, right? Wrong.

You visit one of the popular fintech apps, ready to take an urgent loan. But instead of a straightforward loan application, you're asked to enter your mobile number. If you fall for this, you are done! You get spammed on different loan offers from infinite agents until you beg for their forgiveness.

As you dig deeper through their website, tapping through screens about credit cards, investment opportunities, and retirement planning. Is there a loan option here somewhere? Ah, found it! But, It's long. Very long. They want to know everything from your shoe size to your favourite colour (okay, slight exaggeration, but you get the point). Halfway through, you realise you need documents you don't have on hand. Frustrated and overwhelmed, you close the app. Maybe you'll just ask a friend instead.

Sound familiar? You've probably been there. In their quest for growth and engagement, companies have overcomplicated the simple. They've turned customer journeys into obstacle courses. And guess what? You're tired of jumping through hoops.

Now, imagine this instead:

A WhatsApp message pops up: "Ready to check in? Reply YES."

You type "YES." Boom, an app opens inside WhatsApp. Checked in. Boarding pass in your wallet. No upsells, no crashes, no stress!?

Need a loan? Another WhatsApp app:

"How much do you need?"

"? 50,000"

"For how long?"

"12 months"

"Based on your history, you're approved. Confirm with YES to proceed."

Simple. Fast. Exactly what you needed, when you needed it.

This is the power of micro app journeys. They're focused, fast, and frustration-free. No app downloads. No password resets. No endless navigation. Just pure, distilled convenience delivered right where you already are – on WhatsApp.

Sure, companies might miss a few upsell opportunities. But here's the kicker: by making things simple, they're more likely to keep you coming back. And a loyal customer is worth far more than a one-time upsell.

The truth is, in the race to add features, businesses have forgotten the most important feature of all: simplicity. You don't want a complex super app. You want to get things done, quickly and easily.

So, here's a challenge to businesses: Take your most common customer interaction. Now imagine how you could boil it down to a WhatsApp conversation. That's your micro app journey. That's your future.

Because in a world of complexity, simplicity wins. And the businesses that master simplicity will master customer loyalty.

It's time for companies to stop driving you away with bloated apps and start drawing you in with micro journeys that respect your time and needs. Isn't it time they simplified?

What if I say that building such Micro apps on WhatsApp are often cheaper and faster to develop than full-scale applications and results in better conversion??

What if Integrating existing backend systems is a breeze??

And..what if security and compliance is also taken care of especially for regulated industries??

If this interests you, do check out trypeach.io or reach out to me at abhishek@trypeach.io Suresh Harikrishnan Vignesh Rajendran