Branded App Usability Study Focuses on Beverage Apps

With the popularity of mobile devices and the increasing usage rate of mobile applications, more and more companies tend to develop branded apps for branding and marketing purposes [1]. Despite the growing interest in applications and their market influence, there is still a lack of research on why branded apps perform successfully as visual communication channels, branding tools, and loyalty-building platforms. Realizing the significant role of branded apps as a technology product, an online marketing tool, and a service product, the researchers developed a branded app in this study to investigate how it can be a marketing tool for a business, and conducted usability tests to learn how the interface and interaction design work in branded apps, with the goal to identify usability problems in the prototype, learn about users’ preferences through observing interactions between the users and the interface, and improve the interface design based on the findings. Data was collected from 17 participants of usability tests.