The app is your open electronic branch
Every click within the app is equivalent to a step inside the branch.
Imagine that every click a user makes within the app is equivalent to a step a customer takes inside your physical branch. Will the path be smooth? Will they find what they want easily? Will they feel welcomed from the first moment? This is the principle you should rely on when designing your app, because, quite simply, it is your online branch open to everyone.
In a store or office, you focus on guiding the customer to their destination, providing helpful staff, and presenting services in an easy-to-understand format. The same should happen in the app. When the customer enters, do they know where to go? Do they understand the categories? Do they find the answers to their questions? If they don't, they may back out, just as they would in real life if they felt confused or overwhelmed.
The app shouldn't be just a digital copy of the services, but rather a complete experience that matches or surpasses what you offer in person. The design, content arrangement, and tone of voice messages all echo the tone of your employee's voice, the design of the reception area, and the signage.
A good app turns every phone into a real point of sale.
An app isn't just a way to showcase your products or services; it's a true mobile point of sale. This means that every phone carrying your app is a small branch of your business in the user's pocket. With this extension comes the responsibility to provide the same professional experience you offer in physical stores.
Think about how you arrange your products in-store: clear displays, signage, lighting, and the way the customer is guided to make their decision. These details should appear digitally with the same logic. How is the product displayed? Is there clear information? Are there attractive images? Does the customer clearly understand the steps to purchase?
Also, the payment process should be as easy and secure as it is in a store. If a customer feels confused or doesn't understand how to complete an order, they will immediately back out. In this case, you've lost a sales opportunity due to a poor "e-branch" experience.
The beauty of apps is that they aren't restricted to a geographical location. Customers in any city or neighborhood can access your services. But this power becomes a burden if it is not supported by a highly professional design and user experience.
The app reflects your internal organization and reflects your image to customers.
In physical branches, the organization of the work team, the arrangement of departments, and the control of internal processes are clearly evident in the smooth service the customer receives. By the same token, the app reveals a lot about your internal organization, even without the customer directly realizing it.
If the app is organized, fast, easy to understand, and processes requests efficiently, these are clear signs that there is a strong system behind it. However, if it is riddled with errors, frequently crashes, or lacks updates, the customer will conclude—albeit subconsciously—that your project is disorganized.
The app is a reflection of your organization, your attention to detail, and your ability to manage service from the first click to the last step. It is an electronic branch whose flaws cannot be hidden or justified with words, because performance is directly measured by the customer's experience.
Therefore, if you are meticulous in your daily work, make the app reflect the same precision. Don't postpone fixing bugs, don't release the app before thoroughly testing it, and don't leave its design to improvisation without planning. Every point in the app communicates a message about you – even if it's an unintended message.
The app never closes. Is it ready for every visit?
In physical branches, there are stated business hours, shift workers, and maintenance performed during off-peak hours. In the app, these limits don't exist. The app is always open, welcoming visitors at any hour of the day, without warning or prior planning. This means it must always be ready... just as if you were there yourself.
This "always-open" branch doesn't excuse frequent crashes, slow loading times, or ambiguous messages. Because the user doesn't know the reasons, doesn't care about the backstage, and is only concerned with getting the job done. For them, any delay or complication is a failure of service and a step toward permanent withdrawal.
This is where digital readiness comes in. The app must be fast, responsive, and free of annoying surprises. You must constantly test the experience, just as you review the performance of the staff in the physical branch. Update the content, fix bugs immediately, and monitor user behavior to identify areas for improvement.
Imagine a customer accessing your app in the middle of the night to complete an order and finding the payment page isn't working. Or they try to search for a product and can't find any results even though it's available. This is no different from a customer arriving at your branch in the morning to find the door closed. Both have lost an opportunity, and you've lost trust.
The app is an online branch open 24/7... but it won't succeed if it isn't prepared at all times with the same enthusiasm and precision you demonstrate during regular business hours.
