Who Needs an Interface Anyway?

In his rush to get his latest startup off the ground, Ethan Bloch didn’t want to waste time designing a smartphone app. He thought people would appreciate the convenience of not having to download an app and then open it every time they wanted to use Digit, a tool that promotes savings. Introduced in February, it relies on text messaging to communicate with users. To sign up for the service, users go to Digit’s website and key in their cell number and checking account number. The software analyzes spending patterns and automatically sets money aside in a savings account. To see how much you’ve socked away, text “tell me my balance.” Key in “save more,” and Digit will do as you command. “A lot of the benefit of Digit takes place in the background. You don’t need to do anything,” says Bloch.

Conventional wisdom holds that intricately designed mobile apps are an essential part of most new consumer technology services. But there are signs people are getting apped out. While the amount of time U.S. smartphone users spend with apps continues to increase, the number of apps the average person uses has stayed pretty much flat for the last two years, according to a report Nielsen published in June. Some 200 apps account for more than 70 percent of total usage.