I remember when I first started using the iPhone, I LOVED the badges and push notifications. They told me useful things.
Then I started downloading apps.
As I write this, 10 of my apps have little red badges on them, indicating the need for attention. The numbers on those 10 little red badges tally 63 (half of which are understandably tied to mail). Who are the other biggest offenders? A camera app, which has 8, and a fashion app, which has 5. Yes, offenders. What urgent thing could a camera app have to tell me? What fashion emergency is so pressing?
What’s worse is they were free apps I downloaded out of curiosity and I haven’t really even interacted with them. Yet several times, my finger has hovered over them to delete. Then I realize I can manage these things and turn some off and some on. And those neat little red badges become something to do. To manage. To take up my time. Like spam. And multiple offenders in the space detract from the really useful ones out there.
Ironically, breaking through the clutter is the main reason push notifications really resonated with me. ‘Reduce friction points and break through the clutter’ is our mantra here at essentia creative. That is one thing I love about working here, that usability is central to everything we do.
When we are designing apps, the discussion around usability is really no different than the emails, websites, or print collateral we do. The objective – drive consumers down the funnel and reduce friction points. It’s a very simple formula that yields great success for our clients. You may have guessed by now that we’re passionate and just plain geeks about this stuff. If you want to break through the clutter and get communications to your customers back to being useful, then we need to talk.