Let’s face it: even the best mobile apps sometimes slip up. As Product Managers, we must spot these “sins” before they derail the user experience. (Full disclosure: As someone who’s worked with mobile apps for years, I’ve committed many of these sins early in my career.) Let’s dive in!

1. The Sin of Sloth: Slow Load Times & Performance

Nothing frustrates users like an app slower than a snail on a hot sidewalk. In the fast-paced world of mobile, every second counts. Studies show that users will bounce if an app takes more than a few seconds to load.

Performance issues are major turn-offs. Users expect apps to be fast, responsive, and efficient, and they don’t have patience for apps that consistently fail to perform. If an app doesn’t work smoothly across various devices and networks, users will abandon it in favor of competitors that offer a better experience. PMs must work closely with developers to minimize load times and lagging.

Tips to Avoid This Sin:

• Audit and optimize code to eliminate unnecessary processes.
• Consider pre-loading content and assets in the background.
• Aim for “perceived speed” by showing loading indicators or skeleton screens.

2. The Sin of Greed: Too Many Features

More isn’t always better. The desire to add features can be tempting, but it’s a slippery slope. When an app tries to do too many things, it can become bloated and hard to navigate, ultimately hurting the user experience.

Trying to cram too many features into a mobile app can overwhelm users and dilute the core value proposition. Doing too much can confuse users and make the app feel overwhelming. Offering everything under the sun is tempting, but more isn’t always better. Too many features can make the app feel cluttered, confuse users, and create unnecessary complexity. It’s essential to prioritize the core functionality and build around that instead of falling into the trap of feature bloat. Focus on your core value proposition and execute that flawlessly before adding bells and whistles.

Tips to Avoid This Sin:

• Prioritize features based on user needs and feedback.
• Use analytics to understand what features are most popular and consider sunsetting the ones that aren’t.
• Always ask, “Does this new feature add value to our core user experience?”

3. The Sin of Wrath: Ignoring User Feedback

Ignoring user feedback is like driving with a blindfold on. No matter how hard you work on a product, you’re heading for trouble if you’re not listening to your users. Assuming you know what’s best for the users without listening to their feedback is a fatal flaw.

User feedback is one of the most valuable resources for improving your app. If you dismiss or fail to act on it, you miss opportunities to enhance the user experience. Users interact with your app daily, so their insights can reveal pain points, bugs, or desired features that you might have overlooked. Listening and adapting based on feedback shows users that you value their input, leading to increased loyalty. Regularly gather user feedback and act on it to make meaningful improvements.

Tips to Avoid This Sin:

• Create channels for users to share feedback and report bugs easily.
• Conduct regular user surveys to understand their pain points.
• Monitor app reviews and social media for emerging issues or trends.

4. The Sin of Pride: Skipping Proper Testing

Rushing to launch without thorough testing leads to bugs and poor reviews. Testing is a non-negotiable part of the mobile app development process. Failing to thoroughly test an app before launching it can lead to bugs, crashes, and other issues that ruin the user experience.

Testing on multiple devices, operating systems, and network conditions ensures the app works as expected across the board. Users are on a wide range of devices, from the latest models to older ones with limited capabilities. They’re also on an increasingly large number of mobile providers—5G speeds may not be readily available everywhere. No one likes being a guinea pig for an unpolished app. Test, test, and then test again on various devices, OS versions, and connection speeds! Without adequate testing, you risk damaging your brand and losing users due to preventable problems.

Tips to Avoid This Sin:

• Set up device testing plans to include various operating systems and models, not just high-end ones.
• Use emulators or real-device testing services to cover a wide range of devices and gather user data on device usage to determine which devices you must prioritize.
• Test performance on a wide range of data connection speeds.

5. The Sin of Gluttony: High Data and Battery Usage

An app that uses too much data or drains battery life is like a friend who eats all the snacks at a party. Users quickly get fed up and will likely abandon an app that’s a resource hog, especially for users in emerging markets with expensive data plans.

Too many APIs or heavy imagery will impact data, power consumption, and app performance. Not accounting for designs that fade in low-light environments will require users to brighten their screens, drawing more energy. PMs must focus on efficiency, ensuring the app delivers value without guzzling power or data.

Tips to Avoid This Sin:

• Optimize images, videos, and animations for mobile to reduce data usage.
• Avoid excessive background processes that drain battery life.
• Allow users to choose data-saving modes within the app.

6. The Sin of Lust: Over-the-Top Notifications

Notifications are great for keeping users engaged, but there’s a fine line between helpful and annoying. Bombarding users with too many messages, especially irrelevant ones, can quickly lead to user frustration, turning off notifications, or, worse, uninstalling your app.

Abusing push notifications to the point where users mute or uninstall your app will drive them away for good. Push notifications can be a great way to engage users, but overdoing it leads to frustration and disengagement. Notifications should be relevant, timely, and personalized to users’ needs. Striking the right balance between helpful reminders and overkill is essential for retaining users.

Tips to Avoid This Sin:

• Use segmentation to send relevant notifications based on user behavior.
• Give users the option to control notification frequency and types.
• Always ask: “Is this notification adding value, or just noise?”

7. The Sin of Envy: Copying Competitors Blindly

Seeing competitors add a cool new feature can spark a little “envy” in all of us, especially from engineering and leadership. But jumping to replicate features without considering your users can lead to a scattered and inconsistent app.

Product Managers must stay focused on their product’s goals and unique strengths and resist adding the latest bright, shiny features. This can lead to development delays and bloated apps. Remember that the grass isn’t always greener on the other side.

Tips to Avoid This Sin:

• Build a strong product vision and stick to it.
• Analyze competitor features but only implement them if they fit your core goals.
• Encourage your team to come up with original ideas rather than copying others.

The path to building a great mobile app is full of temptation, but avoiding these “7 deadly sins” can help keep things on track. A successful app balances performance, usability, and a deep understanding of the users it serves. So, next time you’re planning an update or adding a new feature, take a moment to check if you’re avoiding these common pitfalls. After all, a mindful Product Manager makes for a happy user base!

To review 15 more sins, please continue at https://bit.ly/40h6FvB.