Richard Downey, mobile marketing director at Fetch, shares his view of good and bad apps.

Good app: Asos


The key selling point of this app is that it doesn’t make me want to get out my laptop. The mobile experience of an app needs to be just as good as shopping online, if not better, and that is precisely what Asos delivers.

With so many items available on one app, some products could simply have got lost. However, the excellent ‘refine’ capability allows you to set multiple criteria for searches so you can pinpoint exactly the type of item you’re looking for.

In short, this is a brilliantly thought-out app that is easy to navigate, and yet doesn’t cut back on detail for each item, making the experience feel just as informative as the website.

Bad app: Shopstyle



While Shopstlye lets you purchase directly from the retailer – which is not necessarily a bad thing – it won’t allow you to make 100% of the purchase in the app, which disrupts the user experience. Clicking through to purchase takes you to supplier websites and not all of them are mobile-optimised.

There are other issues as well. You can do the same action, such as viewing more product information, in several different ways, which seems a bit redundant. More needs to be made of each touchpoint.

Shopstyle is an app with potential, but it needs quite a bit more work on usability to make it a competitor.