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Introduction to the principles of mobile app design - Think with Google

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Apps are now a mainstream, trusted way to deliver content and services. But in a crowded market, how does a mobile app become useful, relevant, and valued so it delights and retains users? Google's UX Research Lead Jenny Gove details 25 principles for building a great mobile app. Mobile apps: Users can't get enough of them. Want proof? An estimated 200 billion apps are expected to be downloaded in 2017.1 (That's billion with a "b.") Marketers are experimenting with their own app experiences and investing to ensure that they're discovered; they spent around $3 billion on app install advertising in 2015, an increase of 80% from 2014.2 Given this massive shift in consumer behavior, it is no surprise that marketers are keen to continuously improve the app experiences that they create. Apps provide opportunities to build around user needs and grow long-term and profitable relationships with loyal customers. It's become tougher for developers and brand marketers to get people to find and dow

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