Apps

Why user experience can make (or break) your app-based business

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Opinions expressed by Entrepreneur contributors are their own.

With more than 300 million smartphone users in the United States alone, app-based businesses can achieve impressive reach with customers across the country.

Delivering your services through a smartphone app can of course be very convenient, but this does not automatically mean that you can do a profitable way of doing business with it. No matter how important the model is, if you can’t deliver a high-quality user experience (UX), your app won’t generate the revenue your brand needs to thrive.

UX is basically defined by how “usable” your app is and the emotions it evokes. It focuses on structuring all the features of an app to deliver a convenient “flow” that fits the needs of the customer. Function and purpose must match to engage your audience.

As Adobe’s Nick Babich explains, customers evaluate their experience based on whether a product or service provided value, worked as intended, and was easy to use. Any of these can affect emotions while using your app, be it frustration or satisfaction.

Related: A step-by-step guide to building your first mobile app

What factors influence the user experience?

Consider the basic structure of your app. How is each individual screen organized so that users can find the information they need?

You can’t overwhelm users by throwing all the information on one screen. Categorizing information in different pages in the app makes it easier for users to navigate to the content they need.

“A professional app that is convenient and easy to navigate for the user – in our case travelers who are in a hurry to make flights and need immediate assistance – will in the long run build more confidence and create brand cheerleaders for your business”, adds Elad Schaffer, co-founder and CEO of Faye travel insurance. “A visually appealing interface with a more minimalist design becomes easier to navigate, and thus more enjoyable for the consumers you want to keep coming back.”

Even after launch, most business apps require regular updates or patching to mitigate security vulnerabilities or glitches that prevent users from taking their desired actions. Of course, an app that crashes or has certain features that don’t work as intended will seriously damage the user experience.

Related: Building Mobile Apps Without Design Skills

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