Homescreen & Navigation
An app homescreen should provide the user with journey ( s ) and functionality to complete their priority tasks , and provide content that meets their needs and expectations . Navigation should be clear , task-oriented , logical ( e . g . screen controls suggest how to use it ), and navigation location ( e . g . menu bar ) consistent throughout . Only primary navigation and content should be visible by default , with secondary content hidden - but available via tap or swipe - off-screen .
When asked if they ’ d prefer to click through to an app or a mobile website from mobile search results , more people prefer the app . Here ’ s why : Apps are simpler to navigate than mobile websites ( 50 %)”. your brand identity subtly , i . e . instead of your full brand name , use an icon , or a colour ; and apply it sparingly , i . e . only on splash screen and home screen .
App purpose and the priority user journeys are clear ( critical for newer brands )
For users who ’ ve make the effort to download your app , you now need to satisfy their expectation of what your brand and proposition will deliver , i . e . by communicating the priority user journeys and need states that your target customers will want to act on . ( See image 03 )
App-Nesia in the UK : The Need for Re-Engagement Marketing , 2015
Brand logos are used subtly and sparingly ( app screen space is limited )
Apps are not sites , and they do NOT need a brand logo on every screen that link to the home screen . App screen space is limited . And , users ’ have already made the effort to download - so they know your brand - and use your app , so reinforce image 03
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