No matter how much time is spent on the design of an application, its development, its advertising, there will always be evolutions to realize on the UX.

Improving an application is a daily job. And the only judge of this work will not be the product manager or the company manager but the end users. As much as on an internal application whose use is pushed by the company, there will be a weak judgment (although depending on the time of daily use), as much for a mobile application the first impressions can be prohibitive (poor fluidity, missing features for example) and the adoption will be aborted at the first use, leading to poor ratings on the stores, and its consequences.

Solutions exist.

Be a good listener

One of the first is not to remain deaf to customer feedbackEven if it can sometimes be hurtful or affect the ego of the designer who has spent months on it. Agile development responds to this in part through user stories that put end users at the center of the discussion. Stories use non-technical language to provide context for the development team and its efforts. “Customer focus” say the Anglo-saxons. This can be complemented by surveys that also allow for better customer engagement. One day’s truth, or trend, is not the next day’s, this must be repeated regularly. All of this helps to improve the customer experience.

Record customer journeys

We don’t know exactly what the user is doing and what uses or sequences he is performing. These statistics make it possible to refocus developments, and to concentrate energy on the functions that are really used.

Base your roadmap on customer needs

In the same vein, you should not try to translate what the user meant with his words. You have to prioritize what the user wants to see and his own needs inherent to the software (security, API, back-end or other). Surveys, improvised or not chats, exchanges can serve this purpose as well as creating a community of testers, or “early-adopters”.

Keeping your application healthy

Even a stable application, with experienced development processes and developers, will experience possible periods of poor user experience. Synthetic measurement systems should be used DEM or RUM to continuously monitor its possible slowdowns, or instability.

In the same spirit, it will be judicious to monitor in use the abandonments or disconnections after the use of a particular function.

Recover early signs of negative reviews before bad feedback

It is a good idea to monitor the notes and comments on the blinds or places of note, and respond to them to show your involvement, listening to the customer and extinguish some fires sometimes initiated by isolated cases or a voracious competition.

In the spirit of correction and continuous improvement ask dissatisfied users what they don’t like about your application and try to correct your mistakes. Empathy is an undeniable quality.

We then enter a process of the infinite Deming wheel (Plan, Do, Check, Act as long as the expected objective is not reached). It is undeniable that a mobile application or not requires developers but also (and especially from the design) many other related trades whose goal is to focus its developments on those arising from the needs of the end user.