Challenge
I conducted a comprehensive usability analysis of Apple's multi-step user journey for downloading and installing alternative app stores and apps on iPhones.
The investigation focused on evaluating whether the steps required for successful installation and various information screens displayed by Apple comply with DMA requirements.
Impact
The European Commission has officially launched a non-compliance investigation against Apple, with my expert assessment serving as the foundation for one of its investigation points (user journey complexity in alt store installation).
The Commission has communicated the identified issues to Apple and expects remedial actions to be implemented by spring 2025.
Usability Analysis tasks
1. Analysis of user journey complexity:
Assessed Apple’s multi-step user journey for downloading and installing third-party app stores, identifying intentional design choices that disrupt the process.
2. Evaluation of dialog messaging:
Identified the use of ambiguous wording in dialog windows, deliberately complicating the installation process. Highlighted misleading labels on buttons, causing users to abandon the installation flow.
3. Risk communication assessment:
Documented the exaggerated warnings presented to users about the risks of installing third-party app stores, deterring them from proceeding.
4. Disruption of flow via redirection:
Analyzed instances where the installation flow was intentionally interrupted by redirecting users to external web resources.
5. Information overload:
Highlighted the inclusion of excessive and irrelevant information about third-party app stores, distracting users from completing the installation.
6. Violation of Apple’s own HIG standards:
Examined inconsistencies in navigation patterns and UI components behavior that deviate from Apple’s Human Interface Guidelines (HIG), creating a confusing
user experience.
7. Authentication for non-critical actions:
Identified unnecessary requests for user authentication (e.g., biometrics or passwords) for actions that are neither sensitive nor security-critical.
