LIVE FROM APPS WORLD, LONDON: When it comes to building an app, native is the way to go, because it is familiar to the user and has been thoroughly tested, Robert Surpateanu, UX consultant and designer, said.

Each mobile platform, be it iOS or Android, offers developers their own tools, interface elements and SDKs, and Surpateanu believes leveraging these is better than creating a web app.

The alternative is using technologies such as HTML5, JavaScript and CSS, which offer developers more room for customisation.

Surpateanu says custom designs take longer to implement. Plus, it is often not as intuitive to use and the layout not as familiar to developers and users.

What’s more, big companies like Apple and Google have spent a lot of money thoroughly testing the native platform, which means it is one less thing for developers to worry about.

Surpateanu, who has worked as UX lead at Zipcar and JustEat, gave the example of Skype, which tried to build a custom app for iOS users that was a replica of its app for Windows phones.

iOS users were not used to the interface and the app “didn’t work for them”. Skype eventually had to “embrace the platform” and the native components of iOS and later Android.

An app “should incorporate features and behaviours people expect”, he said.

Surpateanu also addressed concerns such as “how will my brand stand out?” and “how can I avoid looking like everyone else?”

“Don’t worry, your brand is safe if you follow the guidelines,” he said. “There are dedicated spots for you to reinforce your brand”.

He stressed that money on branding should be spent outside the app to attract people to the product. Once the app is downloaded, it’s all about the user experience.