User Interface Redesign vs. User Expectations

Shopping app development - ongobuyo

We’re experts at Magento app development and we design apps for global leading brands in pretty much any way we see fit. We also release apps to potential users who have little to no bias about the app before they use it.

Sometimes businesses want their apps to be redesigned, and these apps already have a strong user base. If you’ve been using Facebook for a longer time now, you must know how badly even a simple redesign can be received. Users are complex, no matter if they’re for eCommerce or social media platforms, and not only they not like changes but also they decrease app use altogether if they’re turned off by changes.

It is, hence, important for us to understand and adapt to user expectations that provides a complete solution.

Ideal Interface vs. Legacy Expectations

Online buyers are always looking for simple ways to explore products and the app that make shopping comfortable. Even if you have more than 100 reasons to the app update or redesign, you have to consider how users are going to respond. Changes, if not liked by the users, can decrease the use of an app as they don’t find it no longer comfortable.

For every project we get, there’s a bigger-than-normal focus on UX as the existing users are used to it and they admire it for being able to make a quick, smooth transition from the old interface to the new.

Remember that there’s always a time to implement changes on the current design and implement the stronger features. For example, when the user base is small and still growing or when the UI changes offer significant payoffs like increased user engagement or registrations, or when UI changes offer improvement in the way your brand is perceived.

Real World Scenario

We’ve been involved in various scenarios where mobile apps required redesign. Prior to our involvement in the projects, several features were added that weren’t necessarily ideal for the online shopping apps users. The whole aim of our team was to reduce screen clutter and cognitive overload for mobile users, but there was a well-established user base, which was a must to keep in mind when preparing the redesign. Hence, we opted to keep more of the desktop features and navigational functionality intact than we would have if we’d been designing from scratch.

When the redo, we consider a few basic questions that we find helpful to determine a yay or a nay:

• How often the users use the feature?
• What changes will be faced if not adding the feature?
• How many users will want to use the new feature?

Importance of User Testing

Because the app is going to be used by the end user, it’s important to consider user testing as this helps to verify that a design is easy to navigate for its intended audience. However, where legacy users are involved, user testing also needs to validate that the changes line up with user expectations.

In many previous projects, our prototypes were based heavily on user feedback. Most of the projects started with the list of incredibly large amount of features, but most of the features were found to be confusing users and lead to reduced user engagement with the content.

User tests included in-person interviews with current users, as well as the teams of other departments in our organization, as well as quantifying data from client-gathered user feedback. This allowed us to learn quickly and validate our understanding of problems and opportunities.

And with in-depth understanding of the user expectations over the features, we realized a simple user interface was the best. Not only it reduced unwanted load, but also increased engagement with the content.

User Expectations Matter

Now that you know major design changes on your Magento mobile app can cause user backlash and make them risky, it’s good to know that it is much riskier to not address interface problems. A perfect combination of great project management and lean UX techniques can keep your app up to date without losing the existing users. It’s always good to give a little extra time in the user testing as it will pay off in the final product.

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