App Store Flow on iPhone Could Be Streamlined

Normally I love the iTunes App Store, but not so much today. I was trying to add Kayak’s travel app to my new iPhone and found the experience to be full of unnecessary and redundant tapping.

This was my screen flow:

  1. Launched the App Store
  2. Clicked Search
  3. Typed “kayak” and clicked the Search button
  4. Tapped Kayak’s app on the list screen
  5. Clicked the Free button
  6. Clicked the Install button
  7. Received a prompt for my password
  8. Entered my password and click the OK button
  9. Received a message asking me to confirm I wanted to download the app since Apple had detected this was a new device
  10. Clicked the Continue button
  11. Received a prompt for my password
  12. Entered my password and click the OK button
  13. Got directed to billing page with a request to confirm all information (since this was the first time using this device)
  14. Entered credit card security code without making any other changes and clicked the Done button
  15. Returned to the Kayak screen
  16. Clicked the Free button
  17. Clicked the Install button
  18. Done

Did I really need to enter my password twice? The App Store should be smart enough to know I just entered a password when sending me to the billing information page. Normally I don’t mind having to authenticate when accessing billing information, but not when I just did it a moment ago and am finger tapping an iPhone.

Another redundant step was requiring me to tap the Free and Install buttons a second time after going through the setup screens. At that point I had gone through 36 taps, so I think I clearly expressed my desire to download the app (“Really, I do want it!”, I thought). The App Store should have just started the download.

A last unneeded step was asking me to update my payment information to download a free app. My guess is that was done to get my iPhone ready for seamless purchasing in the future, but that’s a business goal of Apple’s, not a user goal of mine. I just wanted to download a free app. Ask me to confirm my billing information when it’s really needed.

My entire Kayak download took 38 taps. Eliminating the second password prompt and the last two buttons would have cut it to 26, a 31% reduction in taps. That’s a lot in a mobile experience. Dropping the credit card setup for a free app would have removed four more taps. Luke Wroblewski stated it best in Web Form Design, don’t ask for data you don’t need to complete the user’s task at hand.

As I said before, I love the App Store. But its download flow needs some streamlining, especially in the mobile context. I’m surprised Apple missed this aspect of the store’s design given its usual laser-focus on all the small details. As Charles Eames said: “The details are not the details. They make the design.”