Mobile App UX Principles – chp.4 Return 中文化

think with Google

The focus at this stage is to be useful, to engage and delight, in order to retain customers or encourage member loyalty. Because, mobile apps are the most appropriate touchpoint for: repeat interactions and frequent transactions; customers and members already loyal to a brand; mobile first use cases (that couldn’t exist without unique Smartphone capabilities); services leveraging rich and contextual data; etc. Crucially, it costs less to retain a customer than acquire a new one.



App Retention Continues to Improve: During the last four years, the percentage of apps used 11 or more times increased 13%, climbing to 39% in 2014. These improvements can be attributed to an increased understanding of and focus on user engagement that has enabled developers to create more useful and personalized apps.
– Localytics 2014



Your Account

Apps are the ideal touchpoint for customers and members to self serve, and manage their accounts and transactions with you, anytime and anywhere. Give customers control and the level of convenience that only apps afford.



44% customers download apps to keep track of order status. 38% customers download apps to review and manage a loyalty account.
Responsys, April 2014



User can manage booking (and self-serve)
Users should be able to manage their booking in-app, and change any dimension of it (e.g. dates, extras, etc.), and see the results confirmed to them for reassurance. Avoid directing customers to the contact centre for this type of interaction, because it frustrates customers and puts call volume and cost on to the business. (See image 29)



圖29 來源:Mobile App UX Principles


User can cancel booking (and self-serve)
Users should be able to cancel their booking in-app, instead of searching through the app to find out what the process is to do so, or be requested to call or write to the business to do so. Cancelling should be as convenient as managing their booking. Avoid directing customers to the contact centre for this type of interaction (or, even worse, requesting they write to you!), because it frustrates customers and puts call volume and cost on to the business.



Passes and Redemption

Enable customers to conveniently receive and redeem passes or vouchers in-app, view their loyalty status, or receive timely updates when things change – and remove the need for them to print and carry physical collateral.



“50% customer download apps to access special or exclusive offers”
– Responsys, April 2014



At roughly 10%, the redemption rate of mobile coupons crushes that of print coupons, which hovers around 1%.
– Business Insider 2013



If you issue event or booking passes and / or coupons enable users to retrieve them from Passbook or Google Now for redemption offline (and eliminate physical passes and print-outs)
Users should be able to retrieve and view their booking pass in-app – instead of physical print- outs – and scan them for entry to events or facilities such as airport security, or to show at hotel check- in. Users should also be able to redeem coupons or vouchers for goods or events using Passbook and conveniently view and manage their passes in-app.

  • In Android, Google Now presents users with ‘cards’ with the right info at the right time – be it an event, flight, hotel or restaurant reservation – received in Gmail. You simply mark-up email notifications to users. See which schemas are supported: Google Now
  • In iOS, passes can be added Passbook, to be viewed / displayed at any time, and which you can also update at any time – crucial for time-sensitive bookings and events that may experience delays or cancellations.

假使有發行活動或預訂之類的票券、優惠券,要讓用戶可以開啟手機內建的Passbook(已更名為Wallet)或Google Now APP,離線取得票券(免除一定要實體與列印票券的麻煩)

  • 在Android系統,Google Now則致力於在對的時間餵給用戶對的”卡片”資訊,也許是活動、航班、飯店或餐廳訂位,再寄送提醒到該用戶的gmail信箱,您只需預先為用戶標註郵件提醒即可。開發者可以到Google Developers官網研究Google Now支援哪些模式
  • 在iOS系統,電子票券可以載入Passbook APP,方便隨時查看 / 顯示,也能隨時更新,最主要應用於可能會受到延誤或取消影響,又具有時效性的預訂與活動。


If you have a loyalty scheme, enable iOS users to view their status and redeem rewards offline using their Passbook app (instead of needing to login via the web)
Irrespective of whether or not your own app contains your loyalty scheme, iOS users could view their loyalty pass and status directly in their Passbook app (alongside all of their other passes), and enable convenient viewing of their status, and redemption of rewards, etc. Passbook also enables you to update loyalty information at any time, which is important for time-sensitive status and rewards.

若要推行一個粉絲活動,讓iOS的用戶可以開啟內建的Passbook APP查看自己的會員狀態,以及離線兌換獎勵(不需再上網登入)
無論主辦方的官方APP是否已包含粉絲活動,iOS的用戶都可以開啟手機內建的Passbook APP,查看參與活動的進展與所有電子票券,方便檢視會員資料,以及兌換獎勵等等。Passbook還可以讓主辦方在任何時間更新活動,這對具有時效性的資訊與贈獎活動來說特別重要。


Content & Design

Enhance user experience with appropriate content, tone of voice, visual design, the subtle use of motion, or ways to discover – and avoid dead-ends.



“% of app users say attributes that are associated with their frequently used apps: Always has new content (45%); Appealing app design and aesthetic (57%).”
– U.S. Consumer Mobile Apps Study, 2014, Google/Ipsos MediaCT



Content is used instead of a traditional home screen to engage users immediately
Some apps have decided to substitute a traditional home screen with a screen of content that engages the user immediately, gets them interacting and sampling immediately, and experiencing its inherent value immediately. (See image 30)

有些APP已經捨棄傳統的主畫面形式,改採用能立即吸引注意的內容 ,以喚起用戶與之互動、嚐鮮,並立即體驗它的價值(如圖30)


圖30 來源:Mobile App UX Principles


User can discover new content or products via an Infinite stream (scrolling with no dead-ends)
Engaging apps with large volumes of content or messages (e.g. media or social media) could provide a content stream that can be scrolled infinitely, to engage the user as they desire, with no dead-ends or interruptive ‘next screen’ actions.



Return user can quickly view recent / historic content, searches, or transactions
Let return users to quickly view their content or transaction history, e.g. recent content, or last-10 items, or transactions in last month, etc. Apps can store this data, so expose it for the users convenience (and not expect them to search for it). (See image 31)

回流客能快速瀏覽近期 / 歷史紀錄、搜尋或交易內容


圖31 來源:Mobile App UX Principles


Return user can set alerts for items or searches (e.g. triggered when its availability or price status changes)
Let return users to set alerts to keep them informed of a change in status – e.g. in availability or price – in items they’ve searched for or viewed. This is convenient for users and negates the need for them to keep returning to search for or view the same things.



Return user can 1-click repeat a historic transaction (for ultimate convenience)
Enable return users to 1-click repeat a previous transaction, for the ultimate in buying and booking convenience. The app could pre-populate all data – except CVV number – and if it’s a booking, new dates could be suggested. 1-click experiences are rarely 1-click in reality, but a single screen checkout for a repeat transaction or one with very few additional data fields required, can be perceived as a 1-click process. Also, 1-Click was patented by Amazon a number of years ago, and so while you can’t use the same exact process in your product, your ambition should be to create the most seamless / frictionless process, and reduce user effort.

專為回流客設置一鍵完成前次交易的功能,這是終極便利的購物 / 預訂流程。除了信用卡安全碼,APP可以幫用戶預填其他欄位;若是預訂類型的表單(如訂位、訂房等),則幫用戶預填建議日期。所謂的一鍵完成,並非嚴格到只能按一次,真實世界很少這種案例,只要能一頁顯示完重複使用的訂單內容,或僅有非常少量的額外必填欄位,便符合一鍵完成的精神。一鍵完成在幾年前已經被Amazon註冊為專利,因此開發者不能再採用相同的流程,但仍然可以朝這個大方向前進,致力於開發出最流暢、無阻礙的購物流程,以減輕用戶的操作負擔。


Tone of voice sometimes surprises and delights the user
Communicate with users in the way that they expect to reinforce your brand personality, but try to take advantage of your tone of voice to surprise or delight users, by being informal or humorous, especially in situations where users are expecting formal instructions. (See image 32)



圖32 來源:Mobile App UX Principles


“Your products run for election every day and good design is critical to winning the campaign.”
– Procter & Gamble CEO A.G. Lafley, 2005



Visual design engages and enhances the user experience
The app experience can be enhanced through the design of the user interface, which could be exceptionally beautiful, minimal, rich, or impactful. While it needs to conform to a brand’s’ values, it should be re-thought and conceived for the Smartphone device and app medium.(See image 33)



圖33 來源:Mobile App UX Principles


Motion enhances interactions and the user experience (e.g. through subtle animations)
Motion can be applied to enhance experiences, such as making it clear what has and is happening, and to delight users. It can be realised through subtle and appropriate user interface animations, both in-screen and between screens.(See image 34)



圖34 來源:Mobile App UX Principles


Widgets & Notifications

Widgets are an app extension contained within your main mobile app that provide a way for you to publish high-value nuggets of timely information to specific app users, which are displayed on a user’s’ Smartphone to be glanced at and digested briefly.



Push notifications are messages that alert users of highly relevant, timely and personal events, content, or messages. They stream in the background, oblivious to the user, until they see or hear an alert.



Widgets are configurable, so it is critical that yours creates value from the very first glance (or you face being turned off) – and, doesn’t simply exist as another way to open your app!



“% of app users would start using an app again given prompts: Discount or coupon for my next purchase (30%); Exclusive or bonus content (24%); Notification on phone when new features are added (16%).”
– U.S. Consumer Mobile Apps Study, 2014, Google/Ipsos MediaCT



9-in-10 of those who have forgotten Travel & Holiday and Shopping apps would be open to use them again.
– App-Nesia in the UK: The Need for Re-Engagement Marketing, 2015



If app supports push notifications, the user is asked to opt-in (to get their permission)
Your notification user base should be made up of opt-in users, who gave explicit permission for you to push messages to them. Be clear about the different types of notifications you intend sending them, when you intend sending them, and the frequency. Always respect the user’s attention – the one scarcity all brands are competing for.



If app supports widgets and / or notifications, the user can glance at content and quickly perceive its relevance.
Be concise, timely and action-oriented with your widget or notification content, to ensure the user only needs to glance at it to understand its relevance – personal and timely – to them and know what the call-to-action is. Always respect the user’s attention – the one scarcity all brands are competing for. (See images 35, 36)



圖35 來源:Mobile App UX Principles


圖36 來源:Mobile App UX Principles


User receives notifications that are personal, timely and incentivised (and create a sense of urgency to act)
Messages should be personal with content relevant to each user, based on their demographic profile or app behaviour. Segment your opt-in users as finely as possible, to target them more effectively with messages that are personal. Messages should also be time sensitive and obvious to the recipient why they are receiving it now. There should be clear call-to-actions and incentivises to act in a timely / urgent manner. Always consider each users context such as their local day and time, for example: messages during bank holidays or unsocial hours could be interruptive and rejected. Notification example:

  • Shop now: loyalty members get 25% off ACME this month!
  • You didn’t checkout: only 3 ACME left – get 5% off today!


  • 馬上買:粉絲享有當月最高75折優惠!
  • 您尚未購買:只剩最後3件,95折優惠只在今天!


User can tap your widget or notification to go directly to that content in-app
A user can view and act on your widget content by single tapping to open your main app to view the listed products, events or bookings. And, a user can tap your notification action and go to that specific app screen (and not the home screen) – deep linking will ensure a seamless transition from notification to app, and improve conversion





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