{"id":34193,"date":"2025-10-29T11:37:39","date_gmt":"2025-10-29T10:37:39","guid":{"rendered":"https:\/\/www.codemotion.com\/magazine\/?p=34193"},"modified":"2025-10-29T11:37:40","modified_gmt":"2025-10-29T10:37:40","slug":"works-better-in-the-app-a-strategy-that-might-be-backfiring","status":"publish","type":"post","link":"https:\/\/www.codemotion.com\/magazine\/frontend\/design-ux\/works-better-in-the-app-a-strategy-that-might-be-backfiring\/","title":{"rendered":"\u201cWorks better in the app\u201d: a strategy that might be backfiring"},"content":{"rendered":"\n<p>Every now and then, my inbox experiences a d\u00e9j\u00e0 vu: yet another email from a company with the now classic <em>\u201c[Company Name] works better in the app.\u201d<\/em><\/p>\n\n\n\n<p>And I don\u2019t doubt it. I didn\u2019t doubt it the first time, nor the 492 times you\u2019ve reminded me since. I neither confirm nor deny that it works better \u2014 I just <strong>don\u2019t care<\/strong>.<br>And that should have been clear after ignoring the tenth email.<\/p>\n\n\n\n<p>This isn\u2019t about rejecting technology or resisting change. It\u2019s about <strong>user experience in apps<\/strong> and <strong>respecting the context of use<\/strong>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/img.freepik.com\/free-photo\/social-addicted-woman-texting-with-speech-bubbles-graphic_53876-98456.jpg?t=st=1760003933~exp=1760007533~hmac=98610211bbe4d4b9359088fc923c0103e077c1a7a0460b8bfa886df5972203ab&amp;w=1480\" alt=\"Person looking at a smartphone surrounded by multiple notifications, representing digital overload and its impact on user experience in apps.\" \/><\/figure>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\" \/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-notifications-the-silent-enemy\">\ud83d\udcf1 Notifications: the silent enemy<\/h2>\n\n\n\n<p>We live in a hyper-connected world where every app fights for a share of our attention.<br>The result is <strong>cognitive overload<\/strong>, which affects our ability to focus and disconnect.<\/p>\n\n\n\n<p>According to international studies:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>1 in 3 people<\/strong> check their phone within the first five minutes of waking up (<a href=\"https:\/\/www.deloitte.com\/global\/en\/Industries\/tmt\/perspectives\/gx-global-mobile-consumer-trends.html\">Deloitte<\/a>).<\/li>\n\n\n\n<li>The average user checks their phone <strong>58 times a day<\/strong>, 30 of those during working hours (<a href=\"https:\/\/www.vox.com\/recode\/2020\/1\/6\/21048116\/tech-companies-time-well-spent-mobile-phone-usage-data\">Vox citing RescueTime<\/a>).<\/li>\n\n\n\n<li>Frequent notifications are linked to <strong>higher stress and lower productivity<\/strong> (<a href=\"https:\/\/www.apa.org\/news\/press\/releases\/2017\/02\/checking-devices\">American Psychological Association<\/a>).<\/li>\n<\/ul>\n\n\n\n<p>And this pressure doesn\u2019t just come from work-related apps \u2014 it\u2019s everywhere: banks, social media, loyalty programs, shopping platforms, entertainment services.<br><strong>Everyone wants your attention.<\/strong><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\" \/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-background-activity-what-users-don-t-see\">\u2699\ufe0f Background activity: what users don\u2019t see<\/h2>\n\n\n\n<p>Beyond the psychological impact, there\u2019s also a <strong>technical and energy cost<\/strong>.<br>Many apps remain active even when they\u2019re not being used:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Constantly syncing data.<\/li>\n\n\n\n<li>Running persistent services to send notifications.<\/li>\n\n\n\n<li>Regularly connecting to servers in the background.<\/li>\n<\/ul>\n\n\n\n<p>This results in <strong>faster battery drain<\/strong>, <strong>unnecessary data usage<\/strong>, and sometimes <strong>slower device performance<\/strong>.<\/p>\n\n\n\n<p>All of this, in the name of something that supposedly <em>\u201cworks better in the app.\u201d<\/em><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\" \/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-app-abandonment-when-the-experience-isn-t-worth-it\">\ud83e\udded App abandonment: when the experience isn\u2019t worth it<\/h2>\n\n\n\n<p>The most visible outcome of this strategy is <strong>massive app churn<\/strong>.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>49% of mobile apps<\/strong> are uninstalled within the first 24 hours.<\/li>\n\n\n\n<li>More than <strong>60%<\/strong> disappear from devices within 30 days.<\/li>\n<\/ul>\n\n\n\n<p>The most common reasons:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Too many notifications.<\/li>\n\n\n\n<li>Forced or invasive onboarding.<\/li>\n\n\n\n<li>Low perceived value compared to the cost of keeping it installed.<\/li>\n<\/ul>\n\n\n\n<p>When users feel the app <strong>doesn\u2019t respect their time or preferences<\/strong>, they act accordingly \u2014 they delete it.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\" \/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-user-experience-in-apps-should-serve-people-not-internal-kpis\">\ud83e\udde9 User experience in apps should serve people, not internal KPIs<\/h2>\n\n\n\n<p>Promoting app downloads without offering a <strong>clear, differentiated, and relevant experience<\/strong> is a short-sighted strategy.<br>From a UX perspective, we need to ask the right questions:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>What real value does the app offer compared to the web version?<\/li>\n\n\n\n<li>Is it solving a user problem or just improving an internal metric?<\/li>\n\n\n\n<li>How can we deliver value without intruding on the user\u2019s personal space?<\/li>\n<\/ul>\n\n\n\n<p>Human-centered design goes beyond the interface.<br>It also includes <strong>the channel, the timing, and the frequency<\/strong> with which we communicate.<\/p>\n\n\n\n<p>Designing a great user experience in apps means thinking beyond the product and <strong>putting the person at the center of every decision<\/strong>.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\" \/>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-final-thoughts\">\ud83d\udcac Final thoughts<\/h2>\n\n\n\n<p>Maybe it\u2019s true \u2014 <em>\u201cit works better in the app.\u201d<\/em><br>But if the user didn\u2019t ask for it, doesn\u2019t need it, or can\u2019t tell the difference, <strong>they won\u2019t care<\/strong>.<\/p>\n\n\n\n<p>Insisting without listening only leads to rejection.<br>A solid product strategy doesn\u2019t push \u2014 <strong>it invites<\/strong>.<br>And if your app is truly great, <strong>the experience will speak for itself.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>An analysis of how the phrase \u201cworks better in the app\u201d can harm user experience in apps and damage the relationship with 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