Month: May 2018

Improve App Design with Better Image Use

Posted on by Peter Mendez

Designing an app is all about making things as easy as possible for the user. It’s all about striking the right balance between creating a visually stunning interface and dreamlike functionality. Users expect intuitive, easy to navigate interfaces that load fast and include minor details that add a hint of uniqueness.

But, if you step out into the real world, very rarely do app designers manage to strike this balance. Everywhere you look, it’s mostly the flat aesthetic that Apple and Google have, pretty much, appropriated as their own.

In a way, this is fine considering that familiar designs lead to better adoption rates among users. However, the flat aesthetic hasn’t solved any problems. We just have a different problem now – the problem of having to stand out by exclusively fooling around with photography and illustration.
In this blog, we are going to look at how you can use imagery to make your app stand out since that’s pretty much all you can do these days.

Use HD Images

This cannot be stressed enough. If your app relies heavily on showcasing imagery, then, for heaven’s sake, use high definition photos. Almost every smartphone that comes out today boasts an HD screen. So, make the most of this.

If your images are going to look fuzzy or pixelated, you will not be taken seriously. That’s just the truth. So, start focusing on high-quality images.

But, of course, don’t go overboard with this. Remember, you also have to factor in load time. The last thing you need is a slow app. So, optimization is the way to go. However, if you do have to slow down the load time, do it creatively. Make the waiting period a little more tolerable. For instance, a progress bar is far better than nothing.

Keep It Simple

One of the most basic rules of design is “get rid of the clutter”. This matters even more for mobile apps because space within which they operate is very small. So, you need to create a lot of room for breathing.

The more buttons and things you add, the more difficult it will become for the user to do things. So, when it comes to interface elements, dial it down a notch or even several notches depending on how cluttered it is.

Users need to be presented with only what matters. Nobody wants to see elements that have no relevance to their main goals. The average user wants to complete his/her tasks as fast as possible and as efficiently as possible.

They do not want to fiddle around with a dozen buttons or enter in tons of data. No matter how interesting some features might seem, if they have no real use, they shouldn’t be there. Just because something is unique doesn’t mean it’s useful.

Use Animation, But Be Smart with It

When incorporating elements of animation, make sure they’re being put there for a reason. For example, some apps will use subtle animations to indicate transitions. Sometimes, these animated elements may add to the personality of the app.

Animated elements are definitely appealing and they can do wonders for your app. But, they need to be purposeful. In most cases where animated elements proved to be a success, there was always a function behind the addition. For example, in most apps with animation, the animated element represents a change in state.

Some animated elements are associated with core functions. For example, a sliding icon may indicate that the tool or feature within the app is hidden or closed.

You can also use animated elements for the purpose of making your app feel more human. For example, a funny animation that keeps the user entertained or distracted before loading a function or feature.

Aim for Consistency

Consistency, with regard to functionality and visuals, is extremely important. The appearance of the app needs to be unique and coherent, irrespective of how subtle the elements might be. Users enjoy familiarity. Familiarity provides comfort. So, make navigation more intuitive and simple.
Now, in the context of all things visual, this would apply to everything from buttons to typefaces. But, also assess the use of images. Take a good look at the style of the image/images selected, the role of the image/images in the interface and how often they show up.

Apart from that, focus on external consistency as well. You have a certain image that you need to adhere to. So, make sure your app blends in with other elements of your brand image such as websites, blogs etc.

Don’t Forget About Touch When Designing Buttons

Another major aspect of app design is the consideration of touch functionality. Your app is, after all, designed for devices that come with a touchscreen. So, you need to follow certain rules. For example, Apple insists on designing buttons that are no bigger or smaller than 44×44 pixels.
Basically, make sure you add or remove pixels to ensure that the user enjoys maximum touch functionality. In other words, try to prevent the user from pressing anything else.

Make sure there is an optimum amount of space between the various interface elements, especially the buttons. Having them too close to each other opens up room for erroneous touching. Too much space just might end up causing aesthetic issues.

Consider various screen sizes as well, especially high-end phones with large screens. These phones are a little difficult to operate with one hand, which means certain elements within your app might be harder to reach.

Even if you can’t put every button within accessible range, consider making just the important (more likely to be used) buttons more accessible. Less important or even risky buttons such as the ones used to send out delete commands can be kept out of reach.

Use Hierarchy

Most apps are organized in the form of a list and this is usually done in a hierarchical manner. The most important elements are placed in critical positions, while the least important elements may not even be immediately visible.

There are multiple ways in which you can establish this hierarchy. For instance, size can be leveraged here. Important buttons can be made bigger while less-important ones can be made smaller. Even a color-coded approach can help establish a hierarchy.

So, there you have it – a few basic rules on managing imagery in app design. Follow these rules and you will get closer to creating an app that offers a stellar user experience.

Looking for an app designer who can create an app that adheres to the above-mentioned rules? Well, Crafted can help you out.

Why Your Real-Estate Firm Needs Video Marketing

Posted on by Greg Valvano

There are certain industries that heavily depend on visual motivators to make a sale. Real Estate is one of them.

Just think about it. Is there any other way that you can highlight the positive qualities of a home? Of course, you could argue that an actual walkthrough would achieve the same results.

But, walkthroughs aren’t always possible. Plus, you need something that’s capable of convincing the prospect to actually drop in for a walkthrough. That’s something only video can achieve.

Now, you might think images can achieve the same? Well, images can never be as descriptive as video.

The cold hard truth is that video marketing is the perfect solution when your primary objective is to communicate as many details as possible without putting in too much effort.

A video offers prospects a full-view of what their future property can look like. Videos, in fact, also provide a certain level of accuracy.

Numbers Don’t Lie

Several studies have pointed out the significance of video marketing for real estate. One such study was conducted by the NAR or National Association of Realtors. This study discovered several interesting facts and trends.

For instance, the study found that 73% of sellers were likely to settle for a real estate agent/service that leveraged video marketing to sell properties. Ironically, the study also found that only 5% of real estate agents actually follow the video marketing approach.

Video is a big deal and that’s reflected in the fact that YouTube functions as the second largest search engine, right after Google. If your website is optimized to highlight videos, there’s a 57% chance that you’ll end up on the first page in a Google search result.

Needless to say, a higher ranking in the search results means more visitors and that translates to more leads, which ultimately results in more buyers. Basically, video leads to better results.

The internet is where everybody goes today to find solutions for their problems and answers to their questions. Video is one of the many tools used to provide this kind of information. So, including video in your property/real estate site can help meet customer needs. Videos are extremely effective at communicating precise information and they manage to do this in much less time than, let’s say, text or images.

So, in a way, you’re also saving time for your prospective buyers/sellers. They don’t have to go through volumes of text.

It’s now clear just how important video is for real estate marketing.

Home buyers and sellers are increasingly leveraging the online world to market or buy properties. If you’re a real estate firm or agent, the internet is where you’ll find your target audience.

For instance, did you know that the average visitor spends around 6 minutes on a website with video-based information? In comparison, websites without videos see visitors only spending about 48 seconds. That’s less than a minute.

To give you a clearer idea, here is a list of things that are likely to happen when you include video on your website.

Enhanced SEO

When it comes to search engine optimization, most of us are used to the idea of textual content such as blogs and articles. However, it’s not just textual content that can be optimized for search engines. Videos can be optimized as well.

You see, videos have textual components such as meta-data and titles, which can be embedded with keywords. In fact, YouTube isn’t just a regular video portal. It actually serves an excellent source of SEO and backlinks.

So, start producing creative videos that inform your audience. Leverage the power of video to boost your advertising.

Improved Advertising

Videos are perfect advertising tools. Think about it – what is the first thing you think of when you come across the term “advertising”? Well, we can bet you a million dollars that you first thought of your favorite TV commercials instead of a cleverly worded print ad. That’s the power of video. It’s so engaging that it’s almost become synonymous with the word advertisement or advertising.

A 30-second video advertisement can convey way more information than a 1000- word article or blog. Think about it. Would you rather read about the amenities in a house or see actual video evidence of it?

That brings us to another aspect of video marketing.

More Trust

There was a time when customers just trusted the words of a salesman or the words printed on a piece of paper. But, all that changed when videos became part of the marketing plan. You see, seeing is believing and therefore, it is easier to convince your audience with video.

Images can be doctored and text can be exaggerated. Of course, we aren’t saying videos can’t be edited or enhanced, but it’s far more difficult. So, customers tend to trust businesses that offer video evidence of the products and services they offer.

So, a video of a property is likely to be taken far more seriously than a brochure that lists out every detail.

More Information

As we stated earlier, video is just more informative. We’ll elaborate on this a little more.

You see, if you want to offer detailed information in textual form, you’re going to have to enter in a lot of words and that’s just downright boring. Most of your prospects are going to have a problem absorbing all that information.

Humans are visual learners with short attention spans. That’s a scientific fact. So, video serves as an ideal tool when it comes to conveying information. It can do in a few seconds what text can do in pages and hours.

If you want to know about, let’s say, the texture of the paint on the walls, wouldn’t it make sense to get a first-hand view of things via video rather than read a few hundred words about it?

Video is the Way!

The bottom line is simple – video marketing is your best weapon. The statistics prove it and moreover, it’s just a matter of common sense. Real estate marketing requires a strong visual component and the best solution in that regard is the incorporation of video.

Wondering how you can take the first step towards a video marketing approach? Well, Crafted can help you. We’ve been helping real estate businesses meet their targets for years now. Visit our video production page for more details.

These are the Emerging Digital Marketing Trends to Keep an Eye On

Posted on by Peter Mendez

Digital platforms are changing faster than you can imagine. Not too long ago, Facebook boss, Mark Zuckerberg announced algorithmic changes to the social media platform that caused quite the commotion in the digital marketing industry.

But, the thing about advertising is that it never stays the same. The way consumers consume information is subject to constant change. You never know what’s going to happen next. So, it’s a wise idea to always keep an eye on what’s happening in the industry and what’s likely going to be a big deal when the time comes.

Speaking of keeping an eye on the future, here are a few emerging digital marketing trends that need your attention.

VR and Augmented Reality

VR (Virtual Reality) and AR (Augmented Reality) aren’t going to be limited to gaming anymore. These technologies are going to transform the way brands market their products and services. So, your business needs to start preparing.

AR and VR are already being leveraged by social media platforms. Facebook and Google Cardboard offer 360-video publishing, while Snapchat allows users to enter a virtual world as a 3-D bitmoji.

So, the day is not far away when other industries learn to leverage VR and AR to forward their own agendas in their own creative ways. Recently, IKEA launched an application that allows virtual shopping. With the app, users can actually see what a particular piece of furniture might look like in their home.

McDonald’s did something similar by launching a bitmoji. The bitmoji projects itself into the user’s environment and attempts to steal your cup of McCafe.

As you can see, both McDonald’s and IKEA have leveraged AR/VR to create memorable experiences, which leads to better brand loyalty.

Snapchat has a plan too. It intends to bring out the second version of its smart glasses, which didn’t do too well in the beginning. The glasses allow users to capture and record moments. The second version is likely to offer far more advanced features.

To put it simply, immersive experiences are going to dominate the digital marketing landscape.

Mobile-focused development

Mobile usage is only going to grow in the near future. So, it’s natural that brands will start focusing on offering mobile-oriented user experiences that are unique and optimized.

Many businesses are already moving away from the desktop approach ever since Google made it clear that the future would be mobile. The truth is solid – mobile-oriented user experiences will account for most of a brand’s success with regard to visibility and search rankings.

So, design/development needs to be mobile-driven.

Companies are already observing a boost in traffic towards their mobile sites and they are using the data to shape their development/design strategies. It’s obvious that brands need to start paying attention to people and how they behave within a mobile context. By doing so, they can acquire insights and predict actions and trends, thereby, gaining an edge over their competitors.

Micro-moments

The near future will also see brands focusing on a trend called “micro-moments”. Micro-Moments are basically granular events within short periods of time wherein the user/customer accesses a mobile device to acquire information. This can include using the phone to look at prices, make a purchase or learn about a product/service.

For example, when you see an advertisement and immediately open your browser, that is a micro-moment that indicates you’re going to look for more information about the product/service. Several micro-moments make up the customer’s decision-making process and eventual purchase.

The point here is that businesses need to focus on the timing, quality, and relevance of a message, as these things are extremely influential on brand perception.

So, brands that can offer their best at each micro-moment will definitely lead the race.

Captivating video content

Video marketing is the primary weapon in the digital marketing arsenal. Video has become so influential that it still gives birth to new strategies. Just last year, we saw social media platforms making changes to their algorithms to prioritize video content.

As a result, the social media audience has been noticing more videos on their feed than images… and they like it!

In fact, video has become such a big deal that some brands are even turning still images into slideshows just to capitalize on the love for video and to beat the new algorithms.

So, if social media accounts for a major portion of your digital marketing, it would be a good idea to try and create engaging video content. In fact, video marketing, in general, is a good idea. The world watches about a billion hours of video every day and Facebook alone accounts for about 10% of that.

Focus on video. Make sure you offer content that is engaging and creative. For instance, one excellent tool you can leverage right now is Facebook Live Events. It’s far better than newsfeeds and offers excellent value. You can engage with your customers in real time.

Location

Another emerging digital marketing trend is location-based marketing. There are two forms of location-based marketing. The first is real-time geolocation marketing, where businesses can approach customers by detecting their GPS.

This is currently practiced by a few brands. Starbucks is a good example. The café chain provides “Mobile Order and Pay” which makes it possible for customers to purchase items and pick them at the nearest branch.

Then, we have cross-technology location-based marketing. Here, location data guides users on the nearest options with regard to shopping, dining or entertainment. An excellent example of this is the Pokemon Go app, which leveraged augmented reality to guide users to where they could find the next “Pokemon”.

Chatbots

Chatbots are AI-powered applications that are growing to be a very popular tool with regard to customer service and engagement. In 2018 and beyond, it’s being predicted that their role in developing customer relationships will likely be more pronounced.

Major brands like Sephora and H&M are already leveraging chatbots to interact with their customers. Sephora, for instance, uses its chatbot to offer customized interactions, treatment, tips, and even advice. H&M, on the other hand, uses its chatbot to offer style solutions.

For all your digital marketing needs, get in touch with Crafted, one of NYC’s top-ranked digital agencies.

App Design for the Enterprise

Posted on by Peter Mendez

This has been said a million times, but we’ll say it again – the way we interact and work has been revolutionized by smartphones and of course, the mobile app. These two things have come together to provide people with a platform on which they can carry out functions in a simpler and more streamlined manner.

Naturally, the outcome of all this is that everyone’s become way more efficient and productive. In fact, productivity is one of the key goals of app development. This is what drives the development of applications such as Slack or Dropbox.

Now, the apps we just mentioned can be used by any organization. But, we are moving towards an era where individual organizational needs are changing and as a result, require very specific tools. To put it simply, we are entering a phase where organizations will need apps of their own to continue enjoying the same or higher level of productivity and efficiency.

It’s being called the age of the enterprise mobility app and the field has seen some serious growth in the last few years. There are several reasons why such a shift seems to be taking place. Digital transformation is one such reason. Organizations everywhere are looking to update their legacy systems and adopt more modern solutions.

Of course, with anything new and revolutionary comes a certain set of challenges. In this case, it’s app design.

Organizations are having a hard time trying to figure out the user needs of an enterprise app and this has resulted in most of the delivered apps just not being up to expectations. Some of the stuff that’s come out so far is either too complex, filled to the brim with pointless features, or just downright useless.

You see, there’s one thing that needs to be consistent with app design, irrespective of whether it’s for the enterprise or the common user. It’s called user experience design or UX Design. The better the user experience, the likelier it is that the app will get adopted.

Your enterprise users expect, more or less, the same kind of user experience that successful consumer apps are able to provide them.

By prioritizing user experience, organizations can bring forth an enterprise application that truly offers the benefits they are looking for such as, you guessed it, increased efficiency and productivity.

But, what does it take to create enterprise apps with top-notch UX design?

Well, that’s what we are here to find out. Listed below are a few ways in which organizations can ensure that they deliver the ideal enterprise app to their employees.

Focus on User Research

When designing enterprise apps, or any app for that matter, the initial focus must always be on the user. This, of course, requires some user research to be carried out. So, technically speaking, the first step in the enterprise app design process is user research.

The idea behind user research is to determine what it is that the target audience/user group is exactly looking for in the app.

Now, there are several ways to approach this. You can try user interviews or online surveys. When conducting the survey or interview, make sure you focus on a few key areas. For starters, determine what it is that your audience prefers in terms of features. You can ask them to answer by listing out features they have problems with at present (in the enterprise app they are using currently). Ask them what it is that they found problematic in your app that forced them to switch to a third-party option.

Identify their pain points with regard to current workflows and try to address them.

This kind of feedback is necessary as it helps you determine where it is exactly you’re going wrong. Plus, it can help you find validation for all the other ideas that you might have. Basically, user research can put you on the right path, which is a good way to start.

Integrations Must be Made Upfront

A common mistake that often occurs is that some developers wait right up till the end to integrate back-office functions via APIs. This is a very wrong thing to do. Integrations need to be thought of right at the start of the app development process.

If there are procedures and processes that are being affected as a result of backend functions, you need to consider it right from point A. The app must be built in a way that everything works perfectly right from the start.

For instance, let’s look at visual design. This is something that’s very important. Studies show that users will provide “good looking” apps with better ratings than “not so good looking” but functional apps. In the case of enterprise apps, it’s visual design and a reliable, consistent experience that users crave.

So, you need an app that is responsive, looks good and performs 99.9% of all functions without trouble. At the same time, it also needs to be “to the point”. Avoid adding anything that you know will not be used at all.

Make the Most of Device Features

Mobile devices today come with all sorts of native, built-in functionalities that offer plenty of convenience to the user. So, think of how these features can be leveraged as part of functionalities within the enterprise app. In fact, an ideal enterprise app should be able to take advantage of these features, as it only adds more value to the user experience.

By figuring out how your audience is likely to use the app, you can create an enterprise app that truly meets expectations.

In Conclusion…

You have to make sure that the app you are creating is engaging, absolutely useful, and visually impressive. If it doesn’t tick all these boxes, you are going to have some trouble convincing everyone to use the app.

If app design for your enterprise seems like a challenge, Crafted can make things a little easier. Visit our mobile app design page for more details.