The biggest misconceptions about the app development process

REALITY: Discovery is half the job.

We get it - code is the visible part, the bit people expect to pay for. But writing code without knowing what you’re building (and why) is a fast track to costly mistakes.

Half our job happens before the dev team even opens their laptops. We spend time with you to understand your goals, your users, and the problem your app is solving. This is where the real value starts, avoiding the expensive pitfalls and designing something with purpose. Otherwise, it’s like building a house without checking the ground beneath it. Doesn’t matter how nice the roof tiles are.

REALITY: Planning, research, and design take just as much (if not more) time.

Rushing to write code without a proper plan is like assembling flat-pack furniture in the dark. Sure, you can do it, but you’ll probably end up swearing at some point and redoing the whole thing.

Whether you’re starting from scratch or refreshing an existing app, the groundwork matters. Planning, UX research, and design lay the foundation for a stable, scalable app. Even a “simple refresh” isn’t just about swapping in some new colours - it's a chance to realign your goals and rethink how users interact with your product. We’ll bring fresh eyes, dig into the UX, and look for where we can add value.

Measure twice, cut once. That’s our mantra.

REALITY: Not all code is created equal.

Some developers move fast and break things. Others turn simple requirements into overcomplicated beasts.

We’ve found the sweet spot. By building smart, with reusable components for login, authentication and other common features, we can focus your budget on what makes your app unique. That means more value, less fluff, and a product that scales without the drama.

REALITY: The best apps start with problems, not features.

You don’t need to know exactly what your app should do from day one. In fact, most of our partners don’t, and that’s completely okay.

We kick things off with discovery: understanding the problem, mapping out your goals, and challenging assumptions. From there, we adapt and iterate together. Think of it like a journey - having a map helps, but you’ll always learn more once you’re on the road.

REALITY: More features often = a worse experience.

Cramming in every feature under the sun might feel like you’re getting your money’s worth, but the result is usually a confusing, bloated app your users won’t love.

We focus on doing less, better. Solving a real problem in a way that feels seamless and intuitive. Together, we’ll strip out the noise and focus on the core experience. Because great apps aren’t built by piling on, they’re crafted through clarity and precision.

REALITY: Apps are living products.

Launch day isn’t the end, it’s the beginning.

Just like your phone needs regular software updates, your app will need ongoing improvements, security patches, and performance tweaks. User feedback? OS changes? Security vulnerabilities? They’re all part of the landscape.

That’s why we don’t just walk away post-launch. We stick around to help you maintain, update, and grow your app as your business evolves.

REALITY: Making the right decisions is harder.

Don’t get us wrong, writing good code is a serious skill. But deciding what to build, and how to build it? That’s even tougher.

UX, strategy, planning - these are the things that make or break a product. Our discovery process is designed to front-load the smart thinking, so development runs smoothly and your app actually meets your goals.

REALITY: Too many cooks = chaos.

Throwing extra developers at a project doesn’t make it finish faster; it just creates confusion and overlaps.

We believe in having the right team, not the biggest team. Our Journey process gives you a clear plan, realistic timelines, and expert hands on deck. Like cooking a good meal, it’s about quality ingredients and timing, not how many chefs you can fit in the kitchen.

REALITY: That’s not agile, it’s just chaos.

Agile development does allow flexibility. But that doesn’t mean winging it. You still need structure, planning, and a clear goal.

Skipping planning in the name of agility leads to Frankenstein apps - stitched-together features with no cohesion. We use agile to refine and iterate once the foundations are in place. First, we build the blueprint. Then we build the app.

REALITY: The right solution depends on your goals.

Sometimes, a mobile app is the perfect fit. But other times, a web app gets the job done just as well, at a fraction of the cost and complexity.

We’ll never push you into building something you don’t need. We’ll listen, understand the problem, and recommend the best tool for the job - even if that means telling you not to build an app at all.

REALITY: We believe you. But we’ll still challenge you.

Most of our partners have a great vision, but the right development agency won’t just say “yes” to everything. We’ll dig deeper, refine your ideas, and help you avoid wasting time (and money) on features your users don’t care about.

We’re here to add value, not just follow instructions.

REALITY: Security isn’t optional, it’s fundamental.

You wouldn’t leave your front door wide open, right? The same goes for your app.

Security needs to be built in from day one, not tacked on at the end. We embed it into the core of what we do, from encryption to secure authentication. Your users trust you. We help you protect that trust.

REALITY: Build an app only if it solves a real problem.

An app isn’t a shiny badge, it’s a tool. If it doesn’t serve your users or your business goals, it’s just digital clutter.

We’ll always be honest with you. If an app’s not the answer, we’ll tell you. No sales pitch. No fluff.

REALITY: Beware the too-good-to-be-true promise.

Speed is great. But rushing through development often means cutting corners - missing testing phases, skipping security steps, or ending up with tech debt that haunts you later.

We’ll never agree to a timeline we can’t deliver. And we’ll never sacrifice quality for speed. Honest timelines. Transparent communication. That’s how we work.

REALITY: Cheap now often means expensive later.

A low upfront quote might feel tempting, but it can hide a world of hurt: buggy builds, hidden costs, missing features.

We build for the long term. That means helping you invest smartly from day one. Quality work avoids painful (and expensive) rebuilds later on.

REALITY: A hybrid approach is often smarter.

We are a bespoke development agency, but that doesn’t mean reinventing the wheel for every project.

We’ve developed a set of tools (we call it “The Core”) that cover common app foundations like login and security. By using these as a base, we can focus your budget on the parts that make your app unique. Smart, tailored, and efficient. That’s how we roll.

REALITY: The best apps evolve.

We get it, the dream of launching a perfect, feature-packed app from day one is tempting. But in reality? Even the best apps in the world didn’t launch fully formed. They started lean, solved a core problem well, and then grew based on real user feedback.

Trying to build everything at once can slow you down, blow your budget, and bury your users under features they don’t need (yet). A better approach? Start smart, then evolve. We help you launch with purpose and scale with confidence, adding features based on what your users actually want, not what you think they might want. That’s how great apps are made.

At The Distance, we’re not just coders, we’re partners in your product’s success. We’re here to ask the tough questions, challenge assumptions, and help you avoid the costly traps others fall into.

The best apps don’t start with a list of features, they start with a clear goal, a smart plan, and a team that knows what they’re doing.

So if you’re thinking about building (or rebuilding) an app, let’s talk. We’ll keep you grounded, ask the right questions, and make sure your app isn’t just built - but built right.