When it comes to delivering exceptional app user experiences, data security and privacy are top concerns for many users. With the COVID-19 pandemic accelerating the development of innovative apps, understanding what drives users to engage with these applications is crucial.
Companies like Apple and Google have taken unprecedented steps in response to the pandemic, announcing a collaboration to develop an application that uses anonymized data to trace users' movements and alert others if they've come into contact with someone who has tested positive for COVID-19. While this initiative aims to combat the spread of the virus, nearly three in five Americans are unwilling or unable to use such an app, according to the Washington Post. This raises questions about data security and privacy.
In a rapidly evolving digital landscape, understanding what drives users to engage with apps is critical. Researchers John A. Aloysius and Viswanath Venkatesh have been studying the impacts and implications of using mobile technologies for some time now. In their 2018 article, "A nomological network of customers' privacy perceptions: linking artifact design to shopping efficiency," they explored how retailers can integrate mobile applications into their omnichannel strategies.
The rise of QR codes in the early 2010s may have seemed fleeting, but AutoID technology has increased in popularity in China. This technology allows users to immediately access information using devices like barcodes, RFID, and magnetic identification. Retailers can benefit from implementing AutoID tech by integrating important customer information into brick-and-mortar environments.
However, as with any new technology, there are risks involved. "There are two major privacy threats associated with the adoption of AutoID mobile applications to retrieve information in retail stores: (1) purchasing anonymity and profiling; and (2) mobile phone vulnerabilities and information disclosure," the researchers note. Apps that implement AutoID technology allow developers to collect information about users' browsing and shopping behavior.
The key to mitigating these risks is understanding what drives users to engage with apps. The researchers have identified six factors that help define mobile app usability:
- Application design
- Application usability
- Interface input
- Interface output
- Interaction feedback
- Error prevention
By prioritizing user experience, retailers can reap the rewards of AutoID technology while minimizing risks. So, what will it take for Americans to download a COVID-19 app?