Why
Users' expectations of mobile applications have risen enormously. An app competes not only with direct competitors, but also with every other excellent app experience that a user has ever had. Slow loading times, confusing operation or a design that feels ‘alien’ inevitably lead to frustration and churn. It is therefore not primarily important that an app is built natively, but that it feels like a native app - i.e. that it offers seamless performance and high responsiveness. A modern app, whether native or hybrid, stands out from a pure mobile website through deeper integration, often better performance and the ability to utilise device features more fully to create a richer and more contextual experience. It is designed to become an integral part of the user's everyday life, not just an occasional port of call.
Principles
User-centricity as a core philosophy
Understanding and fulfilling user needs is at the center of all design and development decisions.
Seamless performance and responsiveness as a basic requirement
Apps must load quickly and respond to user input without delay in order to avoid frustration and build trust.
Native look & feel
Regardless of the development technology, the app should feel familiar and of high quality in terms of design conventions, interaction patterns and performance.
Added value through intelligent integration
Modern apps often use device functions and offer a more in-depth, personalized experience that goes beyond the possibilities of a standard website.
Continuous improvement and customization
A modern app experience is not a static product, but is constantly evolving through user feedback and technological advances.