When it comes to utility apps, stay focused on the utility.

So let’s say you’re designing an app that meets a specific
need for its users. However, that need is quite simple and succinct and doesn’t
require a great deal of different settings or app features to be accomplished.
The question is: Do I add additional features to make the app “bigger” or more
robust?

CC "M165_woman_iPad" by plantronicsgermany on Flickr

When developing apps for enterprise clients, we’re often
asked to supplement the main function of the app with additional features to
either “keep the user coming back” or give them additional tools only remotely
related to the original function. What’s difficult for our clients to
understand is that their app doesn’t have to be everything to everyone. It’s OK
to provide one task or function as long as it’s done well and makes the user’s
life easier.  

We try to instruct our clients that if we’re building their
app for a single purpose, it’s important that we focus on that objective and
not complicate the app by adding functionality that doesn’t support the prime
objective.

One of the main reasons we see clients requesting
unnecessary features for their apps is to get users coming back to the app.
Many of the apps we have built are to aid the end user in setting up a device
or an account of some sort -- they fulfill a specific utility. Therefore, the apps themselves can have a fairly
short “use life” in the eyes of the user because once their account or device
is set up through the app, there really is no reason to use the app again. Our
clients see this as an issue, when in truth, if the main purpose for the app
worked flawlessly, the user has already had a good customer experience whether
they return to the app or not.

Sure, you can add videos, social feeds, or a variety of
different features, but most users already have outlets for viewing such
content and most likely won’t be using your app to do so. It wastes time and
effort adding such features to your app with little return on investment. Get
your customers the content and functionality that they need and resist the urge
to add unnecessary features. The users don’t need them and they certainly won’t
miss them.

Remember, mobile apps at their very core are built for
people on the go. So, don’t complicate the experience for them by adding
content or features they don’t need. Think of the experience…get them what they
need…nothing more.   

Have you encountered unnecessary features in an app? If so, share.