Roses are red,
Violets are blue,
First impressions matter,
But retention does too!
We’ve all had short-lived situationships with an app: we download it and, for whatever reason, delete it. It’s a common challenge for apps, with 90% of users breaking up with an app in under 30 days.
In the spirit of Valentine’s Day, we asked members of the Yodel Mobile team about their favourite apps; the ones they couldn’t live without and return to regularly. Unsurprisingly, there were some themes: the apps fill a need, work well with their lifestyle, and have become a habitual part of their lives.
So let’s dive in!
Goodreads
Picked by Arazoo Kadir, Agency Growth Director
“Goodreads! I love tracking books and what other people are reading. Great UX, community building, integration with Amazon to track reading progress.”
Goodreads is a social reading app that lets users log the books they’re reading, rate what they’ve finished, discover new titles, and see what friends and the wider community are enjoying.
For Arazoo, it’s all about the experience. The app makes it easy to keep track of what she’s reading and explore recommendations naturally through other people’s shelves. There’s no friction, no overcomplication – just a clean, intuitive space to log progress and discover what’s next.
The community element is a big part of its appeal. Reading might be a solo activity, but Goodreads makes it feel shared.
Plus, with Amazon integration built in, moving from discovering a book to reading it and tracking your progress feels seamless.
Vinted
Picked by Sophie Douglas, Senior ASO Executive
“Vinted – I use it every day. It’s super easy to upload items, sell, and withdraw the money you make. They don’t charge fees like some competitors, and items seem to sell faster and more easily than on platforms like Depop. It’s become a really reliable extra stream of income.”
Vinted is a peer-to-peer marketplace for buying and selling second-hand fashion. But for Sophie, it’s much more than a once-a-year wardrobe clear-out tool. And Sophie is not alone; there were 105 million registered users of Vinted in 2023, and the app was downloaded 32.8 million times in 2023. The appetite for second-hand fashion is only growing, and Vinted has positioned itself at the centre of that shift.
For Sophie, the overall appeal is clear – it is a simple, efficient, and built around the user getting value quickly. For brands, that’s the lesson: reduce friction, accelerate reward, and repeat usage follows.
Huckleberry
Picked by Kai Singhvi-Hanns, Growth Manager
“With all the admin required for a newborn baby, this app is a lifesaver in helping me (and my partner) track her feeding, sleep, medicine and playtime. It helps us create some sort of routine in amongst the chaos of having a newborn.”
Huckleberry is a parenting app designed to help families track the essentials in the early months, feeding schedules, sleep patterns, medicine, and daily routines, all in one place.
It solves a very real challenge: how to stay organised when everything feels new and chaotic. But beyond simple tracking, it offers something more valuable – reassurance. The ability to spot patterns, build routine, and feel just a little more in control.
Lime
Picked by Ed Lindey, ASO Manager
“Lime gets me where I need to go, it’s cheaper than TfL and I get to see the sights while I ride!”
Lime is a shared electric mobility app that lets users unlock e-bikes and scooters for short city journeys.
For Ed, Lime gets him from A to B quickly, often for less than Transport for London. But it’s not just about price, as riding above ground, moving through the city rather than under it, makes the journey itself more enjoyable.
For brands, that’s the opportunity: solve the core problem clearly, then layer in benefits that make the experience feel better, not just functional.
Strava
Picked by Alexandra Stamp, Head of Marketing
“Strava didn’t get me into running, but it’s definitely what’s kept me running. I love how easy it is to navigate, the depth of data it provides and that it connects seamlessly to my watch. I pay for the premium version because the additional insights are brilliant, but the freemium version. Is generous too. I also really enjoy the AI analysis – always manages to put a positive spin on my high-heart rate and slower pace.”
Strava is a fitness tracking app that connects to wearable devices to log runs, rides and workouts, turning movement into detailed performance data.
At a practical level, it solves a clear need: accurately tracking activity and progress over time. But its appeal goes far beyond logging distance and pace.
The depth of insight, even within the free version, gives users a strong sense of value from the outset. For those who upgrade, premium unlocks deeper performance analysis and training trends, adding another layer of motivation and understanding.
The gamification elements, such as the badges and challenges, introduce small but powerful behavioural nudges, encouraging users to push a little further or stay consistent.
New York Times Games
Picked by Amelia Toocaram, Creative Strategist
“I love doing Connections during my commute, and I’ll usually follow it up with Wordle”.
The New York Times Games brings together daily word and logic puzzles, including Connections and Wordle, into one simple, well-designed app.
For Amelia, it has become part of her commute. What started as something to fill the journey has turned into a small, consistent ritual that marks the beginning of her day. There’s something satisfying about knowing there will be a fresh puzzle waiting each morning, but in a format that feels familiar and easy to pick up.
Citymapper
Picked by Megan Dean, Strategy Growth Director
“Citymapper didn’t fix London’s unreliable transport, but it’s definitely what makes navigating it manageable. As a born and bred Londoner, it’s my daily go to. I rely on it for live updates, route options and quick comparisons when plans change. The fact that it works just as well in cities outside the UK is a huge bonus too; it’s as much a travel companion as it is a commuter essential.”
Citymapper is a transport navigation app that provides real-time routing across buses, trains, tubes, cycling and walking, helping users move efficiently through major cities worldwide.
At a practical level, it addresses a clear need: clarity in complex, often unreliable transport networks. By aggregating live data and presenting multiple route options in one place, it reduces friction and decision fatigue for commuters.
Have we made a long lasting impression?
It turns out the apps we fall for are not the flashy one-hit wonders, but the ones that show up every day, do what they promise, and make life that little bit easier, faster, or more enjoyable.
Love at first download is great, but long-term app relationships are built on consistency, value and ongoing positive experience.
Want to have an app that users come back to every day, like the ones we love? Get in touch to find out how we help apps turn everyday moments into long-term engagement.
