listen up

Sometimes you need to start over to get it right

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When was the last time you used a company’s mobile app, and their desktop web site side by side and been shocked that the mobile is better? Yesterday I was using the ebay app on my ipad. I have buying and selling for years. Seriously, I think it drives my wife nuts. For years I have seen ebay upgrade their desktop experience, but also over complicate it every time.
Yesterday I spent some time listing a few things on the ipad app. Sure I shop and monitor from the ipad, but always assumed listing would be painful as it is on the main desktop site. I was pleasantly shocked.
With mobile apps, you are forced to start over, and re-think the process, the way you plan a user flow, and the interface for touch. So many businesses just continue to adjust the current version, but rarely do they tear it down to start over. The usual reason is time and money. But saving a little time and money by the company costs their customers time and money. This can lead to customer loss over time, and leave room for a competitor to come in and out innovate you.
Start over every now and then. Strip it back to the process and flow, and build something fresh. Use that experience and insight you have earned from the current version and make something better. Build the 2.0.