Design + UX
How execution quality affects user trust
In the last blog we mentioned the effect of "gain" or "profit" on your users trust. If there's something to gain, trust is a natural next step. There are of course cases of "too good to be true" offers that people simply don't believe in, but they are rare. Aside from gain and trust based on advertising, we outlined two more pieces of the puzzle - quality and ease of use.
Today we'll talk about the first one.
Quality is a given leven of precision mixed with aesthetics. (both of these factors can in fact be measured). A prime example is a now famous internet photo of Apple's and Samsungs phone bottoms from a few years back. It's easy to see that the iPhone ports are symmetrical and aligned. While Samsung simply put the ports and speakers in places that it was easier to engineer. Does it affect how you use the product? No. But it does give that sense of trust, coming from using a "thought out" device.
It's quite similar with apps and websites. A broken F-pattern (how we scan content), too much or too little contrast and the main culprit - lack of grid, alignment and overall visual chaos. Sure - non-designers rarely notice these things consciously. But they do understand something is not quite right. That the product - as good as it's gain is - is not a premium product like a Tesla or an iPhone. They feel your app is not the "Apple of all apps" - it's just useful. So even if the app does it's job, delivers the gain and plain and simple - works, it decreases the trust slightly.
Being in the top 10% is enough. Being in top 1% is overkill.
Assuming we do care about quality (as a lot of companies don't) there's the notion outlined above, that nobody will care about that extra 9%, as being in the top 10% still means high enough quality. Done is better than perfect and all that. I understand that, and can partially agree that it makes business sense, but at the same time not striving to be in that 1% is pushing the developer back. We at HYPE4 try to always go towards that as a goal - even if the customer won't notice the difference. We notice. And we know that at the end of the day we've made a product so refined, we can be proud of it. Users will trust it (although in the top 10% quality the trust gain to 1% is not that big)
How many digital products are in the 1%, and how many at 10%? (Worldwide)
Of course these percentages are only mental construct, as obviously only 1% apps should be the top 1% quality. What we mean by that however is not really the number, but that special push to be the best of the best.
We analyse mobile apps in Poland for a few years now (during the AppRoast events). The sad truth is that top 1% quality can be found in a little less than 1% of apps. That may be around 10 apps TOTAL in the polish market. How about 10% ?
We can add another dozen or two dozens of apps to the above number to get 10%. Majority of the industry is around 50% quality or below. That means alignment, execution, avoiding dark patterns and general aesthetics.
We analysed over 2000 cryptocurrency websites this year and found out the following:
- A design score of over 80% was awarded to only 50 websites - that's 2.5%.
- A score above 90% was awarded to only 5...
Now extrapolate this to the rest of the industry.
Of course gain / profit is still the most important part right after the plain and simple "it works". Working on quality however, especially in the context of the above numbers is a sure way to make your product stand out from the competition - be perceived as high quality - and gain more trust.