The Rise of Super Apps: Insights and Opportunities from a UX Perspective

Abstract

The term Super App has become commonplace in Asia and has been reshaping digital ecosystems globally. This study reviews the unique features of super apps and addresses the reasons for their success. Using WeChat as an example, the study adopts Rayport and Jaworski’s 7Cs user interface framework (context, content, community, customization, communication, connection, and commerce) to examine WeChat’s interface. The research first reviews the 7Cs framework to situate it in the context of Web 2.0 and then uses it to explore WeChat’s interface. The study finds that WeChat is a rich ecosystem that allows users to perform daily tasks within a single app, and elements within the framework have evolved beyond the framework initially discussed. Additionally, the study finds that WeChat tailors its interface to meet local user needs and embeds cultural elements into its design.