The Webby Awards’ Tips for Mobile Apps
The Webby Awards, which are praised by the New York Times as the “Internet’s highest honor”, recognize the finest among Websites, Interactive Advertising & Media, Online Film & Video and Mobile & Mobile Applications. David-Michel Davies, the Executive Director of the Webby Awards and the co-founder of Internet Week New York, has put together some tips for building apps that are versatile, as well as functional.
Why is this important? It is important to be able to reach consumers on the go. A consumer with mobile access can reach anything within a moment’s notice. There is a vital factor in this entire process that will keep consumers in the loop and allow them to access the same information on the go as they would at home. This factor is consistency. As a user of many mobile apps and mobile web browsing, the most important thing to me is seeing the same content, the ability to navigate without hesitation, and minimal clicking to reach my final destination. Below, you will find guidelines to assist in creating a better app.
Content is Key: Keep your content mostly consistent with your web version, but also create new mobile-exclusive content, for instance branded content (see: Oakley Surf, Kraft recipes). Offer mobile-exclusive content that will invite users to continue engaging and returning to your app. It is always exciting to find that an app has access to a special deal, or a particular feature not accessible through other channels, giving the consumer the feel of exclusivity.
Structure and Navigation: Make sure the navigation is efficient. It is important to have fewer clicks to complete a task. The most valuable content should be the most easily accessible- don't make the user look for it. There is nothing more irritating than clicking to no end result and back tracking to find content and even more frustrating when it should be the most accessible content.
Visual Design is Vital: Keep it simple! A streamlined interface, with clutter that is minimized will keep your user engaged. Be aware, though, that screen sizes are different for all mobile devices. Simplicity is important both for the design and the navigation of your app. Because content is viewed on a much smaller screen, a clean and streamlined interface is very important. Pulling up an app or a site on a mobile browser only to find out there is more shrinking or expanding to read and click through is a quick and easy way to lose consumers.
Interactivity: Apps should take advantage of the interactivity of mobile devices. GPS integration, touch screens, and cameras are all native to a mobile device and provide great opportunity for an immersive user experience. For example, the Fandago app uses GPS to locate movie theaters in the area and allows users to buy tickets directly from the app. News organizations are creating apps that let users reports photos and videos from their phones of local news events. A great app that integrates as much as it can from mobile devices is Foursquare. It uses GPS and the camera, finds local users and friends through social media outlets, reviews of establishments, among several other sharing features.
Make it Sync-able: Most people use a number of different devices to access their applications, so it is important to make sure your app syncs across different devices, integrating users' desktop and mobile experience. Apps like Evernote and Instapaper are a great example of this. Whether I am on my desktop, laptop, smart phone, or tablet, I want to know I will be able to access the same information in relatively the same format across the board.
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Lana Samara (@LanaSamara) is a DePaul University College of Commerce graduate currently working as a Digital Media Strategist with Kambio Group and SocialTechPop. Her sharp wit and humor come to light within her own personal blog as well as her contributions to SocialTechPop. She is in the beginning stages of exploring the world of PR and Social Media Consulting.