How To Use Heatmaps To Identify User Frustration

You have built a useful app and acquired a good amount of users too. However, user acquisition is just the first milestone. What happens when your hard earned users start abandoning the cart or uninstalling your app?  You must have pondered over the multiple reasons that lead users to just walk out from your app or uninstall it.  One of the major reasons could be user frustration.

User Frustration can be caused due to an array of reasons.

  • Time taken to load screen
  • Poor Design
  • Lack of clarity / Ambiguity
  • No Call-To-Action element

The first step towards fixing these issues is to identify the frustration patterns, efficiently fix these issues and drive user engagement. 

UserExperior Heatmap analytics help you to identify the UX & UI friction points. Once the cause of friction is identified the problem can be addressed to reduce user frustration and deliver a better experience to your users.

Heatmap is a tool that aggregates all the data on the various gestures used to interact with an app (taps, double-taps, swipes, pinches, etc.). Allowing you to view the interaction as the heat or the density on your mobile app which makes it easy to identify where users are interacting and in what frequency.

Below are some indicators to identify your user frustration through heatmaps:

  • Unresponsive Gesture:

Gestures play a vital in determining the usability of your app and it is frustrating when those gestures are unresponsive. A user reaches a particular element, taps multiple times and then drops-out. It may happen when any button appears, could just be a logo or an image, confusing user to tap on no-call-to-action element. Through heatmaps, you can identify the density of heat which gives you the clarity about which the non-responsive elements. UserExperior provides a rich set of filters on heatmaps such as unresponsive, single taps and rage taps (when user taps multiple times).

  • Quit Gesture:

Several reasons can lead a user to quit an app, for example, if a user is adding an item to cart and trying to make a payment but the screen fails to load or takes to long or turns unresponsive. It may be due to an App Crash by tapping a particular element on the screen. Quit gesture is critical since it impacts the dropout in the revenue funnel and loss.

UserExperior provides a rich set of filters based on the user’s interaction for example – First, Last and Quit filter. With these filters you can easily identify user actions right before they quit the app and on which element users started quitting.

  • Ignored Element:

Ignored element might not be due to a technical fault but a failure of content and design. If there is no interaction with a particular event it could be due to incorrect placement or useless content. It may called as an ignored element which users do not find worth interacting. The density of taps on untouched elements need to be replaced by elements which are worth keeping on the screen.

  • Random scrolling:

If the users are scrolling the app and taking too much time on a particular screen, it could be because users are looking for an element and are unable to find it or spending more time searching for it. The more the time spent by users to search, the higher are the chances of users getting annoyed.

With help of UserExperior Heatmaps, app developers can  identify UI and UX friction points and  prioritize UI design while viewing your app from your users’ eyes.

To fix your UI & UX issues with UserExperior Heatmaps Analytics.Start a Free Trial and deliver an enhanced experience to your app users.


By: Mubin Khan | June 10, 2019