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There are numerous approaches to considering your brand’s app design. There’s the practical aspect of what the app is, and then there’s the strategic aspect of how it fits into your business goals.


When developing an app, development teams should start with what we’re all: users. Every one of us has had fantastic experiences that keep us returning, rewarding experiences that keep our favourite brands at the top of our lists, and then some awful experiences that drive us away. You gain a better understanding of the design process when you bring your own experiences to the table. Feedback can help you learn more about your audience. To begin, your experience should be applicable to other brands in your industry.

Success is not solely dependent on designers; they should collaborate with strategy teams from the start to ensure the best user experience is established first. When you log into an app as a user, as a customer, you should be able to say, “This brand knows who I am, where I’ve been, what I’ve done, how many points I have—and they will serve up personalised experiences that relate to me.”

We don’t know how to predict unexpected needs or desires, but we can understand what people consider to be their most important elements or priorities. If you deliver something relevant at the right time, your customers will feel valued and will devote more time with your brand, developing brand advocacy and possibly even a shared identity.

Changing and Evolving Expectations


Consumer expectations are changing and evolving, and they are no longer brand loyal. Instead, they will choose the most enjoyable experience or the brand that best understands them. Understanding best practises and what other brands have to offer will help you tailor your experience. However, it can also help you differentiate yourself, whether through branding, voice, or something else.


People’s attention has shifted to digital experiences in the last two years, and not just with apps. Consumers are acutely aware of their interactions with brands and, more broadly, their surroundings. People are increasingly thinking about how they can get out there and experience the world, with remote work becoming the norm for many, people are becoming increasingly involved with how they can get out there and experience the world.


Someone may interact with your brand on a desktop, another on a mobile phone, or they may interact with you on all two platforms. To ensure consistency across touchpoints and provide the right information at the right time, you must design your experience to be adaptive, not just responsive.


As your audience becomes more involved with your brand and provides feedback, you must adapt based on how they interact with you, what they say, and how they say it. Your customers will value that you adapt to their feedback. It makes them feel heard and appreciated, which strengthens brand loyalty.


How can you take personalization and participation to the next level? Some years ago, personalization was simply putting a user’s name on the app. To achieve true personalization, look beyond a name and consider geolocation or beacon technology. You don’t want to become too personal, but allowing users to customise their own experiences within your app allows every single touchpoint to be relevant.


Lastly, working on becoming more empathetic by considering world events can be of great value.


You can accomplish this by allowing a user to donate some of their reward earnings to a good cause, such as supporting war victims, natural disaster survivors, or a cause in their own community, giving them the opportunity to do good while feeling supported and connected to your brand. Beyond personalization, this is where a long-term interaction is formed—when people see a benefit greater than themselves.