Don’t Rush to Ask Users for App Permissions

Did you know that the average app loses 80% of its average daily active users within the first three days after installation? Most users download an app, open it once, and then uninstall it. This happens because, although users are willing to try installing many apps, they still have to decide which ones to uninstall during those first few days.

Do users do this because your app is poorly made? Not entirely, but users’ initial interactions with your app do largely determine their overall impression of your app. In practice, when users open a new app, the first thing they often see is a series of pop-ups asking them to grant permissions.

This approach has a significant impact on the user experience and often leads users to stop using the app. The right approach is for an app to establish some dialogue with users before requesting permissions.

I. Develop a Strategy
When it comes to requesting permissions, the worst thing an app can do is bombard users with requests that offer no explanation. Asking too early or requesting too many permissions at once are common mistakes. Yet many apps still do this: the first thing users see when they launch an app is a request they cannot understand. For example, Google’s Inbox asks for permissions even before users have signed in to the app, without providing any additional information or context.

When you request a permission, you naturally want every user to accept. To achieve this, you should develop a strategy based on how clear and important the permissions you request are. Essential permissions should be requested at the start, while less important ones can be requested in context.

II. When to Ask Users
One of the most important factors determining whether users accept or reject your request is when you ask.

1. Request Only Essential Permissions at the Start

For many apps, not obtaining permission to access data can change the entire user experience. For example, if an app depends on SMS services, it cannot function without that permission. Fortunately, most users expect a messaging app to need SMS permission, so requesting it upfront makes good sense.

If a feature requires several permissions to work properly, request only those permissions and avoid asking for any unrelated ones.

2. Request Permissions in the Context of Use

In most cases, making new users endure a barrage of permission requests at the start is likely to cost you a crucial opportunity to retain them. An app should request permissions in the relevant context during use and explain the value of granting them. Once you have encouraged users to stay, they are more likely to accept your requests as they use the app.

III. How to Ask Users
An app needs to explain why each permission is necessary, whether through a feature name or an explanation. Remember: if you want users’ consent, you must ask in the right way.

1. Explain the Benefits

Permission requests that are not self-explanatory should tell users what they involve. If your app has an introductory walkthrough, use it to explain what the app can do and why even unexpected permissions are necessary.

Explaining a permission in the context of use is another effective approach: it engages ordinary users and helps them understand the permission. Make sure you explain what benefits users can gain by granting access.

2. Provide Guidance Alongside the Request

Foursquare provides a background image explaining why the app needs a particular permission, helping users make their choice.

3. A Preliminary Dialogue Before the Actual Permission Request

You can trigger the default iOS permission request for each feature only once. One of the most frustrating situations for users is denying a permission at the system level and then finding it troublesome to grant it again for a particular app. In most cases, it is better to display a preliminary request before the actual iOS system permission screen.

4. Ask After a User Action Triggers a Feature

Permission dialogs triggered by users activating a feature work better because they appear when users want to use that feature, making them more likely to grant the permission.

IV. How to Handle Permissions Users Have Denied
Denying a permission may prevent a feature from producing the expected result, so explain the situation to users whenever a permission is disabled.

Essential permissions: If an app cannot function properly because an essential permission has been denied, explain why that permission must be granted and provide a link or path that lets users enable it again in the settings.

V. Conclusion
Although every app is undoubtedly different, you should carefully consider when users need to grant particular permissions or access to data on their phones, and make sure they expect to be asked. Improving the user experience is an ongoing process. Do not miss the opportunity to prepare users to accept permission requests, and test different situations to see what works best for you.

http://www.hksilicon.com/articles/1110046