Everlane is a D2C ecom startup that focuses on transparency in pricing and production. They often push the boundaries on UX/UI with features such as login required past a certain point in browsing, “pay what you want” shopping section, new UI treatments for quick add to cart, UberRush delivery integration, etc. I check their site from time to time to see what they’re testing and previously that included visiting their app in addition to their website.

This weekend when I was doing some last minute Christmas browsing, I clicked the app on my phone and received notification that the app had been shut down.

Everlane iOS app. Accessed December 17, 2016.

While this initially surprised me, the fact that Everlane launched an app and closed it is in line with what we’re seeing and hearing in the industry. There is a bit of a backlash against apps as the answer to everything.

There are a number of benefits to focusing on a responsive website rather than apps:

• Faster and less expensive to develop & maintain
• Greater flexibility (no App store approvals!)
• In most countries, users still tend to prefer trying an experience via web before committing to download an app

Mobile continues to be the buzzword of the day. But apps are no longer the required path to a mobile first experience.

Stick with a responsive website if:

• Average frequency of usage is less than 1x per month
• Web-based technology can support all critical functionality for your user experience
• Developing & maintaining a mobile app is cost-prohibitive for your business size