Considerations Reviewers
Expert Study :
Instead of derived from usability tests , this expert study is derived from : app UX best practices ; auditing client apps across EMEA and North America ; Android and iOS visual languages and HCI guidelines ; secondary research ; etc .
Improving Conversion :
The objective of this study is to help companies improve / optimise conversion of their existing apps that are focused on sales , bookings , etc .
App Platforms :
Android and iOS capabilities were the platform considerations
App Variety :
One complexity in developing principles for mobile apps is the fact that apps within any single category can exhibit greater variety than mobile sites , and can therefore exhibit a far larger variable between apps satisfying the same use case but in either a more utilitarian ( e . g . search ) or experiential ( e . g . discover ) way
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Excluded Categories :
Given the breadth in app categories and the need to focus on conversion , this study excluded more engagement oriented categories , e . g . gaming , social and messaging
Dive or Skip :
This comprehensive - although not exhaustive - set of Smartphone app UX principles can be read either in full , or read selectively ( e . g . section by section )
Measurement :
The KPIs and metrics highlighted at the end of each section are designed to indicate what you ’ could ’ measure , to stimulate debate , in order for you to define exactly what you ‘ should ’ measure for your specific business context
Oliver Borm , Advanced Performance Lead , CSI EMEA
Jos Meijerhof , Conversion Specialist , CSI EMEA
Elmar Nubbemeyer Attribution Specialist , CSI EMEA
Pawel Matkowski Google Analytics and GTM Product Expert , CSI EMEA
Morgane Gaudin Performance Solutions Deployment Specialist , CSI EMEA
Cemal Buyukgokcesu Conversion Specialist , PerfX EMEA
Matt Brocklehurst Product Marketing Manager , UK
Richard Hyndman EMEA Head of Scalable Advocacy
Nick Butcher Developer Advocate
Lina Lau APAC Online Strategic Partner Manager