If you are of a certain age, like me, you may remember when microwaves started becoming a staple of a family kitchen. “You can make a cup of tea in 90 seconds!!” proclaimed my cousins breathlessly, pointing at the new shiny appliance winking seductively in the corner. 90 seconds! It was the future – nano-tea!
It wasn’t that long before we were drumming our fingers impatiently waiting for the ping. Time telescopes, even more so now when everything is about instant gratification and super speedy technology. At the weekend I tried to give a corporation (a well known health spa) some money. I logged onto their website intending to buy a voucher for a friend’s birthday. After the fifth or sixth thing they demanded to know – including that I signed up as some kind of member, I gave up. I just wanted to give them money without the irritating follow up marketing emails, or the potential for cyber criminals to hack my personal info. I certainly didn’t want to become a member of any kind.
Musing on all this need for speed, I was really interested to read this morning on medium.com about the demise of ‘native apps’ – apps that are developed for a particular operating system. For app developers, building a native app means having to design it specifically for Android, Ios, etc. What a pain. Evidently they are now having to compete with Progressive Web Apps, which work across the board. According to the article it takes 6 clicks to install a native app on a device and here’s the killer – with each click 20% of losers give up! This, Medium argues, helps to explain why only a tiny fraction of native apps ever make it.
15 years ago nobody knew much about apps but now just 6 clicks – like the 90 second cup of tea – is just too long. There are lessons here for all businesses – our processes should be a quick as possible, simple to access, and user friendly, whether they are online – or for that matter, happening in the real world.