Make It Work: Optimize Your App Performance
Why is app performance something I should care about?
Why should I optimize my app for different types of uses?
How can improving my app performance help me enter new markets?
Imagine Frances builds an app called FlickFood that gives users movie recommendations based on their online food delivery orders.
The app is beautifully designed, has a clean interface, and has video capabilities. It also lets users suggest their own combinations, like “bang-bangers and mash,” which is bratwurst, curly fries, and a cowboy movie.
When it launches, FlickFood gets a lot of buzz for its beautiful design, but users complain about the app’s functionality. Very soon, she notices a massive decline in engagement.
What do you think happened?
You may think that fancy features and a unique interface are an app’s best selling point, but actually app performance is just as important, if not more so.
App performance isn’t about using an app in optimal conditions. It’s about seeing how it performs across devices of differing capabilities and various networks. In short, it’s ensuring an app is optimized for all types of users.
Why should you care? Because, in reality, it takes time for the newest technology advancements to trickle down, so users with older devices or in markets with unreliable networks won’t be able to take full advantage of your app.
It might be tempting to focus only on users in high-end markets who enjoy the latest technological advancements, but that would be a bad idea.
The more people you can get to interact with your app, the more successful it’ll be. Limiting your focus to high-end markets means you’re missing out on huge markets with a ton of users.
Also, even though you might have built your app with New Yorkers in mind (for example) anyone can download it, and reviews from Moscow or Nairobi can impact your ranking and reputation just as much.
App performance isn’t necessarily what will get people to download your app, but it will be a huge reason for people to keep and engage with it – or uninstall it.
So should an app be stripped down to meet performance goals? Absolutely not. The most successful apps are original and feature-rich. It’s about keeping essential functionality in mind during the design process.
What’s the biggest sign of app performance success? Interestingly enough, it’s when nobody notices how well it’s performing.
Let’s say you’re driving on a well-paved road. You don’t notice the road, right? It’s only when the road is bumpy that you become aware of it, and at that point, it doesn’t matter how great or new your car is...you won’t be enjoying the ride.
Performance is all about the stuff we don’t notice until it goes wrong: Is it loading and running quickly, are you getting the information you need fast, are you conserving battery life, etc.
This process is all about trade-offs, such as: Is an app that takes up space with offline features better than one that takes up less space and relies on connectivity?
Also, is a cool interface worth it, even if it leads to the app working slowly in developing markets? Or, is it worth creating a “lite” version specifically for markets with slower network speeds?
After you’ve worked with your development team to make sure those trade-offs have been taken into consideration, go test your app out.
First, install the app on the lowest-end device your target audience might have. Use your app as a user would, and keep detailed notes on even the smallest wait or stutter. Keep it open for a while, because many apps get slower over time.
Now, get out of the office. Go to a few public spaces to test the app on a variety of networks. Ask people to test out your app and give you feedback on performance and usability. Offer testers a reward for their review, like a cup of coffee or a t-shirt.
You can use services such as Apkudo or Google Cloud Test Lab to conduct deeper testing and get reports. You can also use Google Codelab or Circle CI to continually test your app, even when it’s already in market.
Take your findings from testing and work with your designers and engineers to solve performance issues, hopefully allowing you to optimize the app for a wider range of users.
DO THIS NOW
Now that you’ve seen why app performance is important and how to test and adapt your app for different markets, make a list of to-do’s to help you assess your app’s performance.
If you’re participating in the course, go to the next section to access your self assessment.
KEY TAKEAWAYS
App performance is all about ensuring that the all is optimized for a wise spectrum of devices and networks.
Optimized app performance is a reason for people to continue to engage with your app.
Testing the app in different markets will allow you to target and reach a larger audience.