Laser focus on creating relevant user experiences isn't as prevalant as it should be in today's mobile apps. Why not? I conducted an informal usability analysis on six popular apps. In this report, I highlight my findings (good and bad), and give my own suggestions for improvement.

1. Copyright 2013 Relify relify.com
USABILITY & RELEVANCE ANALYSIS
OF 6 POPULAR MOBILE APPS

2. Copyright 2013 Relify 1relify.com
Questions we asked
Is the user experience personalized to me? Is it automatic
based on my e-mail/loyalty #, or am I manually entering info?
Can I let the app know when I like something?
Is it hard to find what I’m looking for? Do I have to search for
content or click repeatedly to get to my destination?
Is there a clear path of action for me to take? If so, is it
personalized to me?
Am I offered recommendations based on an initial search or
past history?
INTRODUCTION
Why usability and relevance?
In today’s world, people expect relevance from the best web and
mobile apps. And good usability and relevance make up the best
user experience for your users. Personalization fuels incredible
user experiences by guiding discovery, connecting people, and
eliminating the paradox of choice. These intimate experiences
keep users coming back time after time to engage with your
brand.
Our analysis
Our goal was to assess some of today’s most popular brands to
see if they were truly focused on relevance and personalization
in their mobile apps. Are they creating consistent, convenient
value for their users or missing the mark completely? Here’s
how we broke down each mobile app:
What are they doing well? (the good)
What are they doing poorly? (the bad)
What can they do better?
Bottom line takeaways

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FAQs
Who conducted the analysis?
The analysis of each app was performed by Relify; no 3rd parties
were involved. We used an iPhone 4S to download and analyze
each mobile app in March 2013.
How did you choose the areas of focus?
The five areas we selected represent important aspects of
optimal usability within mobile apps.
How did you determine the findings?
With each mobile app, we analyzed the five areas of focus and
ranked them by three simple standards: good, so-so and not
good. We used the good and bad sections to outline areas of
excellence and improvement based on what currently lives in
the app. In addition, we outlined specific app suggestions, which
either directly relate to areas we analyzed, or are completely new
feature sets or recommendations for improvement.
AREAS OF FOCUS
1. Personalization
(Is the UX personalized to me?)
2. Preferences
(Can I tell the app what I like or dislike?)
3. Content search
(Is it hard to find what I’m looking for?)
4. Path of action
(Does the path of action make sense for me?)
5. Recommendations
(Are recommendations offered?)

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WHY MOBILE?
With over 50% of Americans using smartphones, mobile usability
is an important aspect of digital strategy, and in some cases, the
most important. For this analysis, we wanted to focus on one
digital channel, thus we didn’t review any social, web or tablet
interfaces.
APP CATEGORIES
We analyzed apps in three categories:
1. Travel
2. Food/recipe
3. Retail
Why did we choose these categories?
The categories themselves are things people interact with every
day, therefore the apps in these categories should be among the
best in terms of ease of use and personalization.
FINDINGS

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TRAVEL: SOUTHWEST
( in the app store)
Flight reservations and management, version 1.12.0
I’ve entered my Rapid Rewards #,
but the homescreen isn’t
customized to me.
It would be nice to see something
like: “Welcome, John! You don’t
have any upcoming flights.
Book now.”
My DING! alerts aren’t
recommending relevant flights,
and I can’t let you know which
offers I like or want to see more of.
What can I get with my current
points? How many points
do I need for flights?
What is A-List status and
why do I want it?
I clicked on past trips, but none of
my trips are there.
Why aren’t my frequent trips based
on my flight history? Right now, I
have to re-enter manually.
My e-mail alerts are buried
under the “More” section.
I’m not clear what I’m signing
up for; and I’d like this section to
auto-fill based on my login.

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Suggestions
Create my personal experience from the initial homescreen
(based on e-mail and/or Rapid Rewards #).
Send me a push notification to remind me to check-in.
Add paperless ticketing/sync with Passbook.
Add “?” icons to explain clearly what I can do with the app/
Rapid Rewards program; link to site FAQs.
Sync “Check-in” and “Flight status” sections with my
upcoming trips; eliminate need to re-enter flight info.
Rapid Rewards offers synced with DING! alerts; prefilled fields
based on e-mail.
Customize DING! alerts based on flights I take frequently and
preferences I indicate.
Send flight recommendations based on points I have accrued
ie. Redeem your 10,544 points for a one-way to Chicago – fly
thru June! Book now.
Allow me to rank recommendations (thumbs up/down) to
increase relevancy of what’s sent to me.
TRAVEL: SOUTHWEST
The Good
Flight search is intuitive, easy to navigate.
The Bad
Overall experience is not personalized to me or the flights I
have taken.
After my Rapid Rewards # is entered, the app doesn’t
recognize my flight information.
DING! alerts only pull from my home airports and aren’t
recommending specific fares.
I have to re-enter flight info or Rapid Rewards info to
edit/cancel flight or check-in; no automation.
No clear path of action; segregated feel between sections.
Bottom Line
Southwest needs to focus on small usability features to increase understanding and ease of use. In addition, by integrating more relevant
DING! alerts and specific recommended flights, I’ll be more likely to purchase and keep coming back.

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TRAVEL: GATEGURU
( in the app store)
Travel management (flight status & airport info), version 3.4
Only nearby airports display on
the airport list; not my destination
or frequently flown airports.
I’m flying into Chicago and want
to know what’s available at the
airport. Give me personalized
recommendations for what I
might like to do while I’m there
during my layover.
The map is great, but how do I
know where I am, and where I am
flying out of next after my layover?
Also, point out recommended
places on the map.
I like that I can e-mail itineraries
to plans@gateguruapp.com and it
automatically loads under my
journeys; very user friendly.

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Suggestions
Pull airport info based on my flights (departure and
destination); sync journeys and airports.
Let me set preferences for what I want to be notified for
(before, during, and after travel).
Ask me to sign in with Facebook/Twitter (instead of burying it
under “Account”) so that the app can learn more about my
likes. ie. If I liked the Lacoste store on Facebook, let me know
where the Lacoste store is in the Atlanta airport when I’m
there.
When I land at an airport, send me a personalized welcome
message like: Welcome to Atlanta Hartsfield Airport! You have
a 2 hour layover and will be flying out of Gate B5 at 5:45pm.
Then allow me to select what I want to do next: “See terminal
map” “Find food” “Charge Up” “Shop” “Bathrooms”.
When I land at an airport, based on what I want to do
(eat, shop, map), offer me recommendations based on
geolocation, ie:
- Eateries near my terminal
- Shops I like on Facebook
- Services I tweet about
TRAVEL: GATEGURU
The Good
Initial walk through of app shows the value and what to
expect/how to use the app.
The reviews and tips of eateries and shops are helpful.
User engagement is a focus (eateries/shops/services reviews,
airport tips, airport check-in).
The Bad
My journeys don’t sync with my airports; I have to manually
type in my destination airport(s).
When I add an airport, there’s no option to save it in my list
therefore I’m adding airports each time I open the app.
I see car rental deals for nearby airports; I live here, why
would I need a rental car?
I see a whole section on my account asking me to login. What
are the benefits of me logging in?
The airlines notify me of flight changes faster than GateGuru,
making GateGuru’s functionality less valuable.
Bottom Line
GateGuru has a lot of opportunity to personalize airport travel by using features like geolocation, social sign-in and personalized recommendations.

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FOOD/RECIPE: COUPONS.COM
( in the app store)
Coupons and savings, version 1.3.1
I love to save money, but I don’t
have a baby, so why is the “baby
and toddler” category the first thing
I see on my homescreen?
Allow me to dislike or hide so you
learn more about me and can show
me relevant coupons.
Clipped my coupons, YES! But
wait, I have to print them? 1- I like
to save trees and 2- printing
coupons is inefficient and
inconvenient for me. I’m on the go
and need coupons ready to redeem
on my mobile phone while I’m in
the store.
I like that I can add offers to my
Passbook, but I want the app to
know what’s relevant to me and
only show me those offers.
I want to make sure my savings
cards are synced with my coupons,
but I don’t see any of the stores I
shop at on the list.
If my store isn’t listed, I want to
notify you that I would like to see it
added. Otherwise, I’ll likely never
“check back after the next update”.

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Suggestions
Allow me to scan one mobile barcode that gives me all clipped
coupon discounts at register; no printing!
Allow me to add any savings card to the app by scanning my
savings card barcode.
Prompt me to login with an e-mail upon first use so that you
can learn about me.
Show me only relevant coupon categories based on my
preferences (either inferred or indicated).
Show me recent coupons based on my clipping history
(what products relate that I’m likely to clip?).
Serve me recommended offers based on my likes/dislikes and
preferences.
When browsing, allow me to click a link “More like this” to let
you know if I like something.
Ask me to “hide” coupons and offers that aren’t relevant to me.
Send me weekly alerts when items I have clipped go on sale
(can use certain threshold for alert).
FOOD/RECIPE: COUPONS.COM
The Good
Offers are easily integrated with Passbook; easy to use.
Calculation of total coupon savings value is powerful.
Sorting of coupons helps me view relevant categories
(although I still want to hide categories that aren’t relevant
to me).
The Bad
I have to print my coupons in order to redeem. Even worse,
I have to connect a certain type of printer (HP) if I want to print
straight from the app.
I want to store coupons on my savings cards, but I don’t see
any of my stores listed.
Why are you telling me to fan you on Facebook or follow you
on Twitter under “offers”? Where are my offers? This section
doesn’t make sense to me.
The types of coupons that I want to see aren’t highlighted.
Bottom Line
Coupons.com has great content and good usability features (with the exception of the printing coupons), but doesn’t take advantage of usage
data, which can be used to personalize coupon listings and increase user savings.

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FOOD/RECIPE: BIG OVEN
( in the app store)
Recipes, grocery lists and menu planning, version 4.11
I searched for chicken dishes that
included avocado and bacon.
The first one that appeared on the
list is a spicy dish, but I can’t eat
spicy foods.
Allow me to dislike or filter on this
screen. ie. Thumbs down to spicy
dishes but thumbs up to Weight
Watchers dishes
Compared to other grocery list
apps, this list is user friendly, and
easy to use in-store.
Under “My Kitchen” I love my
personalized items, but I’d also like
to see recommended recipes that I
don’t need to search for.
I’ve saved a few recipes to try; I’d
like to see “goes well with” recipes
that work well with my favorites or
“try soon” list. ie. If I want to try a
mango salsa recipe, recommend
a Mexican dish that goes well with
the mango salsa.

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Suggestions
During account creation, prompt me to fill out information
about my cooking habits and lifestyle to make personalization
easier.
Allow me to include flavors or ingredients I like (shrimp,
cream-based, etc) when searching for recipes, which would
increase relevancy.
Deliver recommendations based on nutritional info I set ie.
Send me low-fat recipes with chicken or recipes under
400 calories.
Under “Recipes to try soon”, include recommended dishes
based on my current saved recipes (either stand alone or
“goes well with”).
Allow me to add people to my account for collaborative
shopping and grocery list sharing/editing.
Add filter options when a long list of recipes displays ie. Sort by
name, calories, ratings, etc.
FOOD/RECIPE: BIG OVEN
The Good
The calls to action and navigation on the homescreen are
relevant to me, ie. “My Kitchen”.
The recipes in the background highlight mouthwatering
dishes, enticing me to click “Make this tonight”.
Adjusting serving size allows me to customize my ingredients
list and menu planning.
Allowing me to uncheck items I already have as I add them to
my grocery list from a recipe is helpful .
Use up leftovers is a valuable and practical feature.
The Bad
I searched recipes for chicken as a main dish, including
avocado and bacon. My first result was a spicy dish, which I
would never make because I can’t eat spicy foods.
The process to fill out my profile info was clunky and slow
to load.
Bottom Line
Big Oven does a great job with small usability features that add up to a winning consumer experience. With additional personalization efforts,
this app could be a game changer in the recipe and grocery industry.

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RETAIL: JC PENNEY
( stars in the app store)
Lifestyle/Shopping, version 2.3
There’s no clear path of action for
me to take from the homescreen
other than to shop a collection I
know nothing about.
I logged in a few days later and
have a different homescreen. But
I’m not a junior and don’t want to
shop junior clothes.
I’m looking to shop via the app
because it’s convenient, but I only
want to see relevant categories
for what I like to buy.
(ie. Not kids or men)
I searched for “black dress” and
got back over 1700 items that
weren’t relevant to my search (ie.
men’s trousers). I also would like
this massive list to automatically
filter for me and only display
dresses relevant to me.
ie. The ones in stock in my size
or brands I like.

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Suggestions
Use the homescreen to highlight 1-2 products from categories
I frequently shop; create personalized paths of action.
Allow me to sign in with Facebook to show me brands I may
like, or let me indicate my favorite brands.
Narrow search results with items that pertain to my purchase
history; ie. Show me items from brands I have bought before,
or are in stock, in my size.
Organize my shopping categories by what I like and buy, and let
me see what my friends buy.
Let me know what reward points I get for shopping and what I
can use them for.
RETAIL: JC PENNEY
The Good
Numerous customer service options I can access through
the app.
Easy to browse products, manual sort and filter based on my
search.
Customer reviews on products are helpful
The Bad
App crashed multiple times when trying to use it and search
load time is too long.
Wasted real estate on the homescreen; path of action isn’t
customized to me,
Search results don’t pertain to my search (ie. A search for
“black dress” resulted in 1785 items, the first two being men’s
trousers).
What’s new’ section doesn’t apply to what I buy; I’m not sure
what these brands are.
It takes too many clicks to buy something.
I can’t figure out how to leave a review.
Bottom Line
The usability of buying JCP products is difficult and not personalized to me, or my searches. The messages and paths of action need to take
into account my purchase and user history to make this app worthwhile.

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RETAIL: GIANT EAGLE
( in the app store)
Grocery and circulars, version 2.0.4
I’d like to view weekly deals based
on what I like and buy; organize
this list by relevance for me.
My eOffers aren’t relevant to my
purchase history. And once I clip
an item, how do I redeem it?
I can’t add ingredients from a
recipe to my shopping list. This
defeats the purpose of including
recipes I could make in the app.
Why is my shopping history blank,
and what can my history
help me with?

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Suggestions
Calculate total of my shopping list based on my saved store(s).
Calculate total of my savings with eOffers; allow me to redeem
with my advantage card.
Allow me to sign in with Facebook so that you can sync weekly
deals to my likes or preferences.
Allow me to scan my advantage card upon account creation,
instead of manually entering.
Tell me errors I need to fix when filling out account or
advantage card information.
Improve shopping list (allow recipe ingredient adding, delete,
edit, add options).
Merge the Giant Eagle app with the Get-Go (Giant Eagle’s gas station
and convenience store) app to offer one consistent user experience.
On the homescreen, offer me recommended products based on
my purchase history.
Organize my weekly sale items by relevance based on my
purchase history.
- Allow me to rank recommendations (thumbs up/down or
“more like this”) to increase relevance of what I see.
Recommend recipes to me based on my shopping list items;
allow me to add items from recipes to my list.
RETAIL: GIANT EAGLE
The Good
“My Perks” section lets me know exactly how many perks I
have to apply to my next visit.
Intro screen gives me pointers to get started.
I can create multiple shopping lists which is practical.
The Bad
There are too many navigation options and sections in the app;
there’s not a natural user flow.
App crashed when trying to use it.
Weekly sale items aren’t personalized to what I buy, still
showing generic items.
When I add an item to a shopping list, it doesn’t tell me that it
was “Added”.
My verification failed when trying to add my advantage card to
my account, but I have no idea why.
If I’m on the homescreen and click into the weekly sale,
there’s no way to go back; I have to return to the menu.
Bottom Line
The overall navigation and user flow is confusing and inconsistent. A reworked user flow and personalized weekly deals can be powerful
because this app then becomes my shopping companion that knows me and helps me get my shopping done faster, while discovering new
things, and saving money.

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ABOUT RELIFY
Who we are
Relify is a recommendations as a service provider. We make it easy to
integrate personalized recommendations into any web or mobile app.
How we can help
Increased conversions
Increased page views/time spent in app or on page
Increased sales
Improved user experience
Closer personal relationships
Increased level of customer happiness
Why Relify
We eliminate the need to build a custom recommendation engine
Any data source can plug into our API to deliver recommendations
We use data to personalize your customer’s experience automatically
We’re flexible and easy to work with
Want Recommendations?
Anyone can start using the Relify API instantly.
We also offer custom solutions that fit your needs.
Developers: Get started with a single click:
http://relify.com.
Product managers/marketers: Contact us to
discuss your needs and how we can help.
hello@relify.com.
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