Consumers have used enough apps that they know what works for them and what doesn’t. This makes it extra important to optimize your app for users. As a UX designer, there are so many things to keep in mind: features, accessibility, security, varying device quality, company products and services, and mirroring web properties. There’s a balance, of course, in getting apps to market faster, versus conducting more user testing and adding features.
Understanding there are a lot of competing interests, 10 Fast Company Executive Board members share what they see as most important when building a new mobile app.
1. PRIORITIZE SIMPLICITY
UX leaders should prioritize simplicity when designing apps for current and potential customers. Designers must also consider how AI agents will integrate with apps in the future. Building apps that account for real-time data will help provide better experiences for customers while enabling AI agents to be more effective and provide better outcomes. – Sanjay Munshi, NETSCOUT
2. CONTEXT-AWARE EXPERIENCES
Mobile must deliver context-aware experiences, designed for touch, speed, and on-the-go needs, while extending the brand story beyond the website. It’s not about duplicating web features. It’s about rethinking journeys for mobile moments, removing friction, and surfacing value tied to why users open the app and what they aim to achieve in real time. The goal is a fast, accessible, and usable UI. – Goran Paun, ArtVersion
3. ACCESSIBILITY AND NEEDED FEATURES
UX design leaders should avoid overcomplicating navigation, ignoring accessibility, and adding features that don’t solve real user needs. – Maria Alonso, Fortune 206
4. DESIGN WITH THE USER IN MIND
UX design leaders should refrain from designing for themselves as opposed to the user. Focusing on the glitzy trends instead of a usable experience will drive customers away and minimize retention. You should aim for a straightforward and harmonious user experience that solves actual problems. Elegance comes from simplicity, especially with so many app alternatives competing for late users’ time. – Gianluca Ferruggia, DesignRush
5. THREE CLICK RULE MAX
Do not make it like a Cockpit. Implement max three-clicks rule. Avoid designing something that requires lot of customization or free components from indie developers on public sites. Those components will soon lose support. – Piyush Bhatt, SharpQuest, Inc.
6. TRUST MATTERS
Don’t overlook trust in the UX. In today’s climate of data breaches and AI skepticism, users scrutinize what they download. Overly vague permissions, hidden data practices, or unclear consent flows create instant friction. Building visible trust signals, like transparent privacy options, clear value for data shared, helps keep users confident and engaged. – Volen Vulkov, Enhancv
7. USABILITY AND SIMPLICITY MATTERS
UX design leaders should avoid overcomplicating interfaces, neglecting accessibility, and ignoring performance on lower-end devices. In today’s climate, users expect speed, inclusivity, and intuitive flows. Leaders should also avoid trends that sacrifice usability, overlooking privacy concerns, and failing to validate designs with real user testing. – Stephen Nalley, Black Briar Advisors
8. SEAMLESS INTEGRATION WITH YOUR PRODUCTS
Avoid designing in isolation. Any digital service that feels disconnected from other offerings risks confusing users. Seamless integration with existing customer journeys and services is key. Take advantage of user feedback to fine tune your design. – Mark Valentino, Citizens
9. CREATE AN INTUITIVE EXPERIENCE
UX leaders should avoid overcomplicating mobile apps with too many features. In today’s climate, users expect speed, clarity, and trust. Cluttered design, dark patterns, or ignoring accessibility can alienate both current and potential customers. A focused, intuitive experience is what drives adoption and loyalty. – Boris Dzhingarov, ESBO ltd
10. PURPOSE-DRIVEN DESIGN
UX design leaders should avoid overloading apps with features that dilute the core experience. Customers expect simplicity, speed, and purpose-driven design (as well as accessibility). Exclusionary design not only risks compliance issues but also alienates valuable user groups. Focus on clarity, inclusivity, and user confidence. – Britton Bloch, Navy Federal Credit Union
The early-rate deadline for Fast Company’s World Changing Ideas Awards is Friday, November 14, at 11:59 p.m. PT. Apply today.
