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The apps economy has changed the way companies control their brand experience.

Consumers have high expectations for their digital experiences. Web and mobile applications need to work the first time and every time. Slow load times, design flaws, subpar content, and other emotional responses affect users' experiences and opinions.

Moreover, brands also must understand how human emotions affect their users' app experience.

How people are feeling affect how they regard your apps

An individual's experience with an app is largely defined by the gap between his or her expectations and the actual outcome, and the emotions created by that gap.

The app may have all the recommendations and encouragement in the world, but if the user doesn't see his or her expected utility or actual results, the blame is suddenly shifted to the app and the brand.

Research conducted by ARC (my company Applause's research department) on user experiences with dating apps shows that a person's experience with mobile apps is affected by the people encountered and the subjective emotions that result (good or bad) following those encounters. So bad dates—or any type of bad results—can dramatically influence users' opinions of apps.

The same applies to many types of apps that facilitate consumer engagement. Social apps for younger demographics can quickly turn into cases of bullying; gaming apps with emotional subject matter can affect the experience; financial apps may stir monetary distress… You get the picture.

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image of Matt Johnston

Matt Johnston is chief marketing and strategy officer of Applause, which enables companies to deliver winning digital experiences.

LinkedIn: Matt Johnston