In the world of digital design, user experience (UX) and user interface (UI) are everything. They’re the factors that shape how people feel about a brand, how likely they are to return, and whether or not they’ll trust your website. One common but often overlooked bad practice is the automatic redirection from a website to a mobile app.
This issue becomes particularly apparent when a website link opens an app without any prior warning or user consent, creating confusion, frustration, and ultimately damaging the user’s trust in your brand.
The Disorienting Surprise of Auto-Redirection
Take, for example, my recent experience with Target. I wanted to share a link to a product that I thought my daughter would love as a Christmas gift with my brother. The product page was easily accessible via my mobile browser, so I forwarded the link. But when my brother clicked it on his phone, it didn’t open the product page in the browser as expected. Instead, it launched the Target app on his phone—without any warning or explanation.
This type of behavior is jarring for a number of reasons. First, it undermines the user’s control. As a user, I expect that when I click a link, I’ll be taken to the content I’m interested in—on the website. I shouldn’t be surprised by an app that takes over the screen without me asking for it. This is especially frustrating when I’m trying to share a specific product or page with someone, only to be met with a redirection that disrupts the intended experience.
Breaking the Promise of Surety
When websites automatically open apps without warning, they break a fundamental promise to users: certainty. When you click a link on a website, you expect it to behave in a certain way. Redirecting the user to an app without any notice is like agreeing to one thing (a browser experience) and delivering another (an app experience) without consent.
In the case of my Target example, I wanted to share a product, not to force my brother into downloading or using an app he might not have installed or even want to use. By bypassing the browser experience entirely, the brand gives off the impression that it doesn’t trust the user to make their own decisions. This is frustrating—and ultimately, it makes the brand seem less transparent.
Increased Friction When Sharing Links
From a sharing perspective, this behavior creates more friction than it alleviates. Let’s say I wanted to share a product from a website like Target. If the link automatically redirects to an app, I’m making the experience harder—not easier—for the person on the other end of the link.
What if they don’t have the app installed? What if they don’t want to open the app? Suddenly, sharing a link isn’t as simple as sending a URL—it becomes a potential obstacle. If I’m trying to convince someone to buy a specific product from your website, I need to trust that when they click the link, it’ll lead them directly to the product. Not a random app that forces them into a different user experience they might not want.
In an ideal world, if a user wants to open the website in an app, they should be explicitly told about it—through an optional prompt or a visible call to action. Users should have the power to decide what’s best for their needs. Forcing the app on them without consent makes the website feel less user-centric and more manipulative.
User Trust and Brand Perception
Trust is a cornerstone of brand loyalty. And when a user feels that their control over the browsing experience has been stripped away, trust starts to erode. The more a website forces a specific behavior (like auto-opening apps), the less likely users are to engage with that brand again. It’s not just about user frustration—it’s about how a brand’s actions impact its reputation.
If users feel deceived or confused by your website’s redirection practices, they may assume that other elements of your website, or even the business itself, lack transparency. This can leave the user with a sour impression, decreasing their likelihood to purchase, share, or recommend your products in the future.
What Brands Can Do Better
To put it simply: Don’t assume what your users want. Let them choose how they interact with your brand. Here are a few best practices to avoid the issues mentioned:
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Clear User Control: Provide users with an option to open a link in an app if that’s their preference, but always allow the link to open in a browser by default.
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Explicit Prompts: If you must redirect users to an app, give them a clear and upfront choice to either continue in the browser or move to the app. A simple prompt like “Would you like to open this in the app?” would be much less intrusive.
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Consistency Across Platforms: Don’t force one experience (app) on your users across different platforms (browsers). Make sure that what’s shared across all devices and platforms is consistent and doesn’t disrupt the experience in an unexpected way.
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Maintain Trust: Don’t break the flow for users. The more you disrupt a user’s experience, the more you chip away at their confidence in your brand. Ensure the link they click leads them to where they expect to go.
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Simplicity: Sometimes, less is more. If a user wants to share a product, let them do so seamlessly and without extra hurdles.
Conclusion
The decision to redirect users automatically from a website to an app might seem like a small, convenient feature for brands, but in practice, it’s a poor user experience and bad UI/UX design. It causes confusion, increases friction, and can damage user trust. Above all, it’s a violation of the user’s autonomy. Users want to feel in control of their experience, and when that control is taken away without warning, it undermines the relationship you’re trying to build.
So, to all brands: Create your website, and trust your users to know what they want. Let them browse in the environment they choose, whether it’s on a website or an app, but don’t assume for them. Trust and transparency will go a long way in keeping users happy, engaged, and loyal.
