Reasons to buy / book are clear ( to encourage usage and conversion )
This applies to all brands , whether they are unknown or renowned . Unknown brands need to give users reasons to adopt them and their new proposition , whereas well known brands need to create position themselves and differentiate from the competition . Reasons to believe could be related to things such as : price , discounts , features , fulfillment , customer service , luxury , heritage , etc
“ Simple design , intense content .” Edward Tufte
Only primary content and functionality is on-screen by default ( all secondary things are off-screen and available from a menu )
Users should not be presented with an app that replicates the brands mobile site , nor contains too much content and functionality on-screen by default . Apps should be clear and journeys / tasks obvious , and so the brand should have prioritised the primary functionality and content , and put all else off-screen , e . g . accessible with a swipe from a menu , above , aside or below the screen . ( See image 04 )
User should be able to click on a visible menu drawer icon , or swipe across to reveal the menu list , at every level of the app ( except possibly in an eCommerce checkout that is quarantined ), to ensure they can navigate quickly . Navigating from a menu drawer at every level of an app is critical for apps that have deep or complicated structures , such as retail marketplaces or content aggregators .
If app uses a menu drawer , it displays it on first use ( either with a hint or opening fully )
On first use of the app , the menu drawer - if it uses such a menu system - could be revealed by default in order to display the breadth of content and organisation before they start to navigate . An alternative to this is to hint that there is a menu drawer available but off-screen , e . g . by quickly showing and then hiding it , or by a subtle bounce open of the menu drawer .
In Android apps , the app bar and tab bar should be located at the top of the screen ( not bottom )
The Android convention is for the app bar ( menu ) and tab bar to be shown at the top of the screen . If they are displayed at the bottom of the screen - where Android displays system navigation controls - they could cause confusion and harm navigation .
Menu drawer is accessible from all app levels ( possible exception : eCommerce checkout ) image 04
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