If we think that a mobile app has to follow the same flow and has to have the same UI on all the available platforms, we are clearly forgetting one of the most important parts of our app: the end users.

We should consider end users as platform-specific entities of our project.

Often, end user is used to a specific operating system and expects to interact with the app in a way that is as close as possible to the most common features that are embedded in the native operating system.

When we explore some of the common embedded apps on each platform, we will see key differences in usability: for instance, in the e-mail app, or in the music app, we might have the same content on iOS, Android, and Windows Phone, but with a different navigation flow and different gestures required to interact with content.

The user's point of view is a platform-specific part of the pattern that is often forgotten. The communication channel between the end user and the app is the user interface...