Customized applications can be defined as applications created through a specific project. That is, the design and characteristics have been developed for a very specific purpose. Personalization is a characteristic that users value most and although it´s not often given much importance by developers, it´s essential to ensuring higher commitment and customer loyalty to the brand. Remember, one size doesn´t fit all.

What is it exactly?

How many times have you visited an app store to be faced with hundreds of download options and apps you didn´t even know existed? Truth is, there are so many choices today that competition between providers continues to increase.  As technological innovation improves and advances, users become more demanding calling for faster and more engaging apps on their smartphones. Users know what they want, when they want it and through what channel. It won´t come as a surprise to you that Millennials are the segment that interact and consume the most, and personalization offers them the instant gratification they so desperately seek, just like push notifications that let them know their favorite pair of shoes are back in stock. There are so many options, that if your app fails to offer a flawless user experience, they won´t be coming back.

The truth is that many users don´t feel the necessary connection to apps to keep coming back, so how do you keep up with user demands and evolve appropriately? How can you ensure continuous innovation and avoid losing clients? The answer: personalization!

Traditional apps no longer meet the demands of the modern user. There are two different types of personalization:

  1. Personalization within the app itself: Search recommendations by previous preferences or location, special offers or pop-up windows are increasingly common on digital platforms. Once the user has interacted with the application for the first time, the catalog of contents that will be displayed will vary and will adapt as the actions become more frequent.
  2. Personalization outside the app: In order for an application to offer everything a customer wants, developers have to know the needs and preferences of users, and that is not always easy.

How can you personalize your apps?

There are many ways you can personalize your app. For example, you can customize users onboarding because this increases the likelihood that first-time users become full-time users. You can see what source the user came from, what they were looking for, and why they downloaded the app. With this, you can develop a custom user experience that ensures people know what your app offers and makes the customer feel as though their likes and preferences have been considered.

Implementing push notifications allows you to maintain communication with your users. You can inform them of new features and offer recommendations or tips, etc. This increases engagement as it encourages the user to return to the app.

Continuous maintenance of the application is important. Often, updates are incorporated presuming that the customer will appreciate it and will facilitate navigation, but if they are not done correctly, they can have the opposite effect and will create a more difficult user experience. To ensure that all customization efforts are successful, the application should always be tested and optimized using qualitative analysis.

For this, tools such as tactile heat maps and session recordings are very useful to learn the behavior of users in your app first-hand. Heat maps show the interacting parts of an application in red and less interacting parts in colder colors. You can see the interface parts that work best and those that need improvement. Session recordings show the users actions on the screen itself, you can see if installed updates are being deleted or if they are making navigation difficult.


Custom-made apps are flexible as it can be adapted to different types of business, accompanied by a design that may need changes until a entirely customized design is achieved. Investment is profitable as its as cheap to develop as a standard application. In addition, there are many advantages including improved customer relationships and the retaining of users. As a recommendation, Microsoft offers tools designed for Android and iOS applications developed in various languages ​​through the Microsoft App Center.

Technological advances don´t stop for anyone, so your mobile business application must always be updated; not only with content, but also with code and development. You must make sure that your app is updated with the most recent versions of its operating systems. You must also consider suggestions, correct errors, review efficiency and improve usability.

Written by: Brintias Team