Designed for one hand, a bad signal and an interruption.

It works on the laptop.
It fails in a hand.

iOS and Android designed against their own conventions — navigation, gestures, typography, system dialogs — sharing tokens and brand rather than layout.

The path from install to first value, with permission requests placed where the user understands why they are being asked rather than on launch.

Optimistic updates, queued actions, conflict handling and a sync indicator people can trust. Designed, not left to the network layer.

What is worth interrupting someone for, what belongs in an inbox, and the settings screen that stops uninstalls from over-messaging.

Dynamic type at the largest sizes, VoiceOver and TalkBack order, contrast in sunlight and hit targets that work with a real thumb.

Screenshots, captions and preview video that reflect what the app does, plus the what-is-new screens for each release.

Engineers, drivers and inspectors working offline, in gloves, one-handed. Every assumption a desk app makes is wrong here.

Where week-one retention decides the business case, and the first-run experience is most of that number.

A mobile surface for a web product, where the temptation is to port every feature rather than the three people need on the move.

Payments, bookings and applications, where an interruption mid-flow must not cost the user their progress.

Where accessibility, consent and audit are requirements rather than improvements, and store review is stricter.

An app with one-star reviews about crashes and confusion. Usually the structure, not the visuals.

Ten thousand reviewsalready told you the problem.

Complaints mapped to screens

Store reviews and support tickets classified by feature and sentiment, then tracked against release dates so a drop in rating points at a specific change.

Text that still fits in German

Draft copy across every locale you ship, checked against the longest string a layout can hold. Length overflow is the most common and most avoidable mobile defect.

Store screenshots at every size

Caption variants and layout adaptations generated across device sizes and locales, then art-directed rather than published as generated.

No model has held your app in a hand.

Thumb reach, gesture conflict and how a screen reads in sunlight are physical questions. They get answered on a real device, by a person, every time.

When we would tell you
not to ship an app

If the task happens once a quarter, no user will keep an icon for it. A good mobile web experience wins on every measure that matters.

Without camera, location, offline, biometrics or notifications, the app is a wrapper around a website with a slower release cycle.

Shipping iOS and Android means two release cycles and two support surfaces forever. One platform done well beats two done thinly.

Porting a product with unresolved problems doubles the surface area of those problems. Fix it once, in one place.

How many people come back. Almost entirely decided by the first-run experience, which is why it is designed first.

Minutes from install to the thing the app is for. Every permission prompt and signup field in the way is measured against this.

Share of users who accept notifications, location or camera when asked. Low rates are a placement problem, not a copy problem.

Measured in moderated sessions on real hardware, one-handed, rather than clicked through on a laptop.

Design-relevant because the screens that crash are usually the ones with unhandled states nobody drew.

Rating and review themes tracked per version, so a drop is attributed to a change rather than to bad luck.

What mobile work
usually needs beside it