To Create a Great App, First Understand Your Customers’ Pain Points

Customer pain points are issues or problems that your current and prospective customers face when trying to do business with you or trying to buy your products or use your services.

What do you call an opportunity in the mobile app development market? Here are three possibilities to consider:

  • Your app completely eliminates or significantly lessens a current pain point for consumers.
  • You want consumers to use your service using a mobile app.
  • Users aren’t happy with the current mobile apps that are available.

Here are eight ways you can understand and use customer pain points to your advantage to create a great mobile app for your business. 

1. Define your user persona.

A user persona is a profile of your target customer. Consider, for example, Google Docs. Individuals who like to use Google Docs

  • Are seeking a free alternative to Microsoft Office
  • Need a word processor for basic writing needs
  • Don’t want to install any software and would like to use an app through a browser or their mobile phone
  • Want to collaborate online with their teams who may be spread out across the globe

So, based on these traits, you can define the persona of a typical Google Docs user.

You can define a similar persona for your mobile app development idea. What would your target user want? 

Defining a persona allows you to focus your energies into catering to a niche user base rather than trying to target every feature under the sun, which is practically impossible to achieve. 

2. Create a customer journey map.

What experience does your customer have when trying to do business with you? Is the experience seamless or is it replete with distractions and confusing/needless steps?

From the first point of contact (when a customer comes across your business for the first time) until purchase, what is the customer journey?

If there are loopholes in the funnel, bolster your existing mobile app to address those weaknesses or create an entirely new mobile app. 

3. What would make your ideal customer use your mobile app?

It is very critical to understand the “why” and “what” of customers’ attraction to your mobile app.

What would draw your typical customer to your app? Would it be the features? The choice of operating system? The ability to run the app only on the latest and cutting-edge mobile phones? Ease of use? Cross-platform availability? Smooth user interface? Price?

Understanding these attractions allows you to create a successful mobile app. 

4. Look closely at existing apps. 

Closely study existing mobile apps. Routinely go through the comment threads and note the features that people want and what features the app is missing, and then provide those features in your mobile app. 

5. Ask consumers what is missing in the mobile apps they currently use.

In your industry or line of business, ask people what’s missing with the current mobile apps that are available (or even with your company’s current mobile app). What are the pain points for them? Then try to resolve those issues in your own mobile app. 

6. Where do your customers go to find solutions to their problems?

There are many user forums on the internet where users of particular apps, software applications and even e-commerce websites share their experiences. These may be independent forums like Reddit. It can be on Twitter or Facebook. Pay attention to conversations in forums and on social media to understand how and where you can differentiate your app. 

7. Understand exactly the pain points consumers have.

Some pain points can simply be biases, and biases change fast. As a result, your mobile app can quickly become irrelevant. Pain points need to be genuine. These should be real-world problems people face while trying purchase or use your goods or services.

8. Once you understand the problems, solve them.

When developing a mobile app, there is a tendency to use novel ways of solving simple problems. This may end up distracting people from achieving what they actually need to achieve through your mobile app.

Every new step that you add or an old step that you remove must contribute toward creating a smooth customer journey or user experience. 


When you develop your next mobile app based on the pain points you know exist in your market or with consumers, there is already a market waiting for your solution. You don’t need to educate people about the benefits of using your app. They already know the benefit, they are simply waiting for you to offer them the app that they need.


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