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Shopping Apps 2016 - You should use these designs as a guide
As more and more people shop on the go, they use shopping apps. Using a mobile device means a different context of use and different ergonomic requirements. This raises the question of the optimal app design.
Which trends have to be considered in shopping app design 2016?
The 2016 app design follows these trends:
- Monochrome design for a better product experience
- Chat features with friends for higher social proof
- Voice Commerce: Navigating by Speaking
- Visual search: upload images, receive product suggestions
- Multipurpose scrolling: swipe right, left, up, down
Do you already know what this is about? As the founder of TargetingMantra, Saurabh Nangia has compiled some examples for his blog, which we would like to present to you below.
Trend # 1: monochrome design
In the fashion sector in particular, the trend towards monochrome design is becoming increasingly clear. Up until now, blaze of color was the order of the day, but the designers have reduced the variety of colors to a meaningful basic color that can be seen in the shop in manageable shades. This color is closely related to the brand's CI and branding.
What are the advantages of monochrome design?
- Monochrome design focuses on the products and does not distract the user.
- A contrasting CTA button stands out better.
- It enhances the effect of the flat design.
This trend is certainly not particularly app-specific, but you can also find it in classic online shops. The next trends, on the other hand, are more oriented towards the context of use of mobile shopping.
Trend # 2: Chat features in the product description
If the classic online shop has a chat function with shop employees, a “chat with friends” function is required for apps.
Imagine the following scenario: Lisa discovers a new top in the new summer colors. She goes to the chat with friends function and introduces it to her community. If her greatest rival rejects the item, she will buy the top.
This is how she gets a second opinion. Robert Cialdini would speak of social proof here. The function helps to avoid abandonment of the shopping cart. Especially since in trendy fashion areas there are often no product reviews that serve as a basis for decision-making.
Trend # 3: Voice Commerce - Navigate By Speaking
Imagine you are sitting on your mountain bike with your smartphone on the stem. A biker overtakes you on an ascent and you pant angrily into your smartphone: “Bikeshop XY. Lightweight wheelsets. ”The app shows you the corresponding products and you say. "Off to the shopping cart." On the alpine pasture, the quicker toast you smugly, you say: "Payment method PayPal" and then "Habbewolle".
Navigating with your voice, calling up categories with your voice, calling up product descriptions with your voice and giving the shopping cart command - that is the idea behind Voice Commerce.
- It is comfortable.
- Talking is faster than writing.
- You don't make any spelling mistakes.
- You can submit a product review faster.
It makes sense that voice commerce improves the mobile shopping experience and conversion rates.
The next trend is also towards usability.
Trend # 4: Visual Search
Tina meets her best friend Lea in the cafe. Lea is wearing a new watch. Tina pulls out her smartphone, photographs Lea's watch, loads it into the shopping app and promptly receives product suggestions. She doesn't want the same watch, so she opts for the variant with the rose-colored dial.
En somme: Upload a picture and the app will show you products that match your picture.
The advantages are apparent:
- Pictures say more than 1000 words; because too much information is lost when searching with keywords.
- Not every user is linguistically able to describe a product.
- With voice navigation, the user comes to the limits of language. Only the picture helps here.
- In this way, the user can put together products and see whether they fit together.
Trend # 5: multipurpose scrolling
Tom has downloaded the Voonik app onto his smartphone. After logging in, he gets an overview page to see how he should use the app. Swiping left means the product is off-putting. Swiping right means the product is exciting. With one tap on the product he gets to the detailed description.
Voonik provides an example of multipurpose scrolling here. Depending on the direction of the "swipe", the app performs different functions.
The advantage of better navigation in a mobile context, especially when shopping with smartphones, is obvious.
You see, the app design has nothing to do with the typical navigation patterns of a desktop online shop.
Implement app design, how?
When designing an app, it certainly depends on the product which of the design trends mentioned here are relevant. It requires empathy when designing, to think exactly into the user's situation when he is about to buy something online.
You can find a nice guide here that will certainly deal with the conception of apps.
Extensive tests are then required to determine how the features are received by the customer. The usability and conversion specialist can pull out all the stops here.
How do you think about shopping apps? Which features do you absolutely need? Drop me a line or share this article with friends and acquaintances.
Andreas J. Wieland is a business graduate and was managing director of a jeweler for 20 years. When he set up an online watch shop, he became infected with the online marketing bacillus. As a freelance consultant, he advises jewelers and service providers and supports the editorial team with articles on online marketing topics.
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