As the king of instant messaging, WhatsApp has enjoyed dominance in the industry almost since its initial release in 2009. The idea back then was to create an app that would display the statuses of iPhone users’ Contacts menu.
But what started as an app solely for iPhone with limited functionality has advanced into the WhatsApp we know today. In its first year, the app had accumulated up to 250,000 users. With several updates and modifications to the app now available, it has gone beyond the original scope, reaching more than three billion people on estimate.
WhatsApp has transformed how we connect with friends and family across the globe. Beyond sharing statuses on iPhone, WhatsApp has expanded to include features allowing us to share everyday moments, photos, and even live video calls with loved ones in different countries without worrying about the cost.
WhatsApp makes this possible, bringing a sense of closeness despite physical separation. The app’s end-to-end encryption ensures that these connections remain private and secure. WhatsApp now gives businesses a platform to thrive through the standalone app called WhatsApp Business.
The introduction of WhatsApp groups and communities also improved the usefulness of the app, making it more possible to connect with a wider range of people. Another feature that changed how users interact with the app is WhatsApp channels. Brands have taken advantage of this update to expand their reach.
How Did WhatsApp Become So Popular?
- WhatsApp allows users to make international calls for free.
- WhatsApp is more secure than texting and many other messaging apps due to its end-to-end encryption.
- Meta bought WhatsApp in 2014 for what was then tagged an astronomical $19 billion fee, making headlines.
- The introduction of business analytics features makes the app more helpful to businesses and corporate organizations.
From Data to Decision #UserFeedbackDecoded
- Communities, among many other complex features, made WhatsApp lose its originality. It has led to the app starting to look more like Facebook.
- Altering the navigation only made WhatsApp, an app known for simplicity, more difficult to operate.
- Users think the search button should have come in a long time ago.
- Many users are uncomfortable with the UI change, especially the status interface. They want channels to take up less space horizontally while the list of statuses occupies more space vertically.
- WhatsApp should allow more than 2GB of file sharing. With numerous app updates, users feel it’s time to remove the restriction on sending multimedia.
We employed a user-oriented research method to understand what features users didn’t enjoy. We sought the opinions of regular users to understand their views on the different app features and what they thought of the user interface. However, most of the data for this study came from Google and Apple reviews, the largest and most reliable platforms for reviews.
Since WhatsApp is an instant messaging app focused on making messaging quicker and less cumbersome, it only makes sense to investigate customer complaints about the user interface. Our design team focused on the UI and UX as we tried to see what could be done to modernize and be all-encompassing yet simple as ever.
Beyond what users said, we also analyzed their interactions with the app to fully understand the pain points and how we can proffer acceptable solutions.
WhatsApp UX Review led by Adisha Mandlik, A design expert at YellowSlice
Reviewed by
- Aashvi Sheth
- Steve Nazareth
- Srishti Maurya
- Aadesh Padave
- Shital More
- Sagar Bhole
- Sonalika
- Rohan K
- Cigdem Atmar
- Ashesh Gohil
Communities are supposed to bring people together
WhatsApp introduced communities to keep groups that belong together connected and organized. But, users feel that the feature only scratches the surface of what the word, “Community” should mean.
A community should create a space where people with shared interests can collaborate more effectively. But, due to a lack of sufficient moderation tools, larger communities struggle with spam, detracting from meaningful interactions. A discover feature will also help users find suitable communities to which they would love to belong.
Changing the navigation is hard on users
The navigation change has been a hard pill to swallow for users. It has taken away the simplicity factor of the app. Users think moving the navigation bar to the bottom was too sudden and made things more complex. The navigation has always been on top, so a sudden change to place it below reduced the ease of navigation within the app. Users consider it one change too many.
Search bar: A long-awaited feature
Users have been clamouring for a search bar. It is easier to have the search bar on top and visible at first glance, as with most applications and websites. WhatsApp has finally adopted this, and it has made things a tad bit easier. Users appreciate this change and see it as a step in the right direction. Although, it can be improved. As with the camera icon, the search function should remain static to enable users to search for anything without having to scroll up again.
UI: A step forward or backwards?
Users understand the need to make changes occasionally, but the interface change was too much to handle. Many users think the green colour is blinding, while others consider it simply unappealing to the eye.
The navigation change is also difficult to grasp quickly. Users also complained about the top bar’s white background. The colour clashes with the background of the chat history, making it visually disturbing. The green colour of the top bar was easier on the eye.
Higher Consumer Satisfaction = Higher Conversion Rates 🚀
User experience is all about customer satisfaction. Since this review aims to improve the overall user experience, our design team has devised possible solutions to the problems users currently face when interacting with the app.
Prioritize usable updates only
As much as change is the spice of life, WhatsApp should prioritize changes that benefit the user. Users don’t have to deal with changes that do not significantly make their interaction with the app easier. The change is only necessary and welcome when users can use it without breaking a sweat.
Changes in the navigation and colour theme, among many other changes, make using the app more difficult and less usable. Some users have had to unlearn and relearn how to use an app they’ve known for over five years. Some others reported that they simply abandoned the app following the changes, especially as they felt it was forced on them. So, updates should be tested for wide acceptability before pushing to the users.
Security and privacy
Although WhatsApp boasts a strong end-to-end encryption feature, there remains a loophole in the privacy settings. WhatsApp shares business data with Meta. How frequently and how long users interact with businesses is among the information WhatsApp shares with Meta. The idea behind the data sharing is to improve targeted advertisements on Meta (formerly Facebook) and Instagram.
However, sharing users’ information, whether personal or business, is a major worry for many users. It has reduced their feeling of safety when using the app, and many users have shifted to alternative messaging platforms because of this.
To address the problem, WhatsApp should clearly state what data is shared, how it is used, and its benefits. This will help build trust among users. Also, WhatsApp should introduce a feature that allows users to opt in or out of data sharing. Users feel safer when they are offered options that keep them in control.
Sending multimedia should be unrestricted
To users’ displeasure, WhatsApp currently only allows users to share files up to 2GB in size. This is aimed at reducing the strain on their server and users’ data usage. However, many users do not appreciate the gesture as it has limited what they can do on the app.
Users who enjoy sharing long, high-resolution videos with loved ones or business partners are pushed to find alternatives that do not restrict them.
WhatsApp can develop algorithms that compress file size reasonably without compromising the quality. This ensures larger files take up smaller space, allowing users to share large files easily without burdening WhatsApp’s server limitations. Another strategy WhatsApp can adopt is to improve the app’s ability to handle large files.
Encouraging marketing communications
Marketing has taken a new turn in our world today. While many apps have joined the moving train of digital marketing, WhatsApp seems to lag. Users have pointed out the lack of built-in analytics tools on WhatsApp.
WhatsApp should take leaves from the booklet of the other Meta apps and install in-app analytics tools to drive effective marketing campaigns for businesses, especially on business WhatsApp. They can also boost marketing campaigns by removing the limit on broadcast lists. Allowing more than 256 contacts on the broadcast lists will broaden the reach of businesses.
Conclusion – Expert Review By Adisha Mandlik
WhatsApp is the leading global instant messaging app. Its popularity places a huge demand on the app, so perfection or near perfection is a must. The user experience needs to be assessed regularly and continually, among other methods, by seeking user feedback. The points I suggested are steps in the right direction to improve the app’s overall user experience.
We conduct research and provide expert reviews to achieve the best user experience. Contact us today to give your digital product the expert design and user experience it needs.
FAQs – Decoding the WhatsApp User Experience
1. How can WhatsApp improve marketing campaigns without breaching privacy?
WhatsApp can introduce anonymized data. For example, businesses can see data insights, such as the number of people their campaigns have reached, without revealing personal information. WhatsApp can also introduce an opt-in feature that allows users to subscribe to receive marketing messages, promotions, and newsletters.
2. How can WhatsApp improve the in-app communication experience?
WhatsApp can introduce options for scheduling messages. This feature creates more flexibility, convenience, and control for users. It also helps for effective and efficient communication, as some messages are only relevant at certain times of the day.
