8 Ways to Improve App Store User Experience

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Presentation by Stephanie Rieger of Yiibu for Informa Mobile User Experience conference in London, UK 11/09 Officially called "Developing An Interface For The Future Of Mass Market Software Distribution"

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<ul><li><p>Developing an Interface for the Futureof Mass Market Software Distribution</p><p>Informa Mobile User Experience Conference: 18, November 2009 </p><p>presented by Stephanie Rieger</p></li><li><p>8 ways to improvethe app store user experience(that dont involve squeezing</p><p>more stuff onto a small screen)</p></li><li><p>what I will not talk about</p></li><li><p>who has a store</p></li><li><p>what it looks like</p></li><li><p>the platforms it supports</p></li><li><p>the ecosystem around it</p></li><li><p>its billing mechanisms</p></li><li><p>revenue models</p></li><li><p>its politics</p></li><li><p>or, the number of apps in the store</p></li><li><p>these things are all (incredibly) important,so important that...</p></li><li><p>stores that are launched on a whim, have low reach and unpopular tools, </p><p>policies or platforms will eventually have to adapt, re-think...or go away</p></li><li><p>and when the dust clears,it will simply leave</p><p>a great big store full of content :-)</p></li><li><p>so lets take a closer look a the store</p></li><li><p>stores have been around a long timeand they all have one thing in common... </p></li><li><p>products, or if you prefer...inventoryCC BY 2.0 http://www.flickr.com/photos/davidw/1245345652/in/set-72157601682265152</p></li><li><p>they also share similar concerns... </p></li><li><p>discoveryCC-BY 2.0, http://www.flickr.com/photos/tracyhunter/101864931/</p></li><li><p>searchCC BY 2.0 http://www.flickr.com/photos/davidw/1245345652/in/set-72157601682265152</p></li><li><p>wayfindingCC BY 2.0 http://www.flickr.com/photos/slybeck/25847359/</p></li><li><p>and compete in similar ways... </p></li><li><p>drawing you inCC BY 20 http://www.flickr.com/photos/roosterfarm/445442722/</p></li><li><p>by impulseCC BY 2.0 http://www.flickr.com/photos/jetalone/2171035379/</p></li><li><p>through need or convenienceCC-BY 2.0, http://www.flickr.com/photos/bignavijp/3800631373/</p></li><li><p>costCC BY 2.0 http://www.flickr.com/photos/cogdog/2899006860/</p></li><li><p>recommendationCC BY 2.0 http://www.flickr.com/photos/glynnis/358502163/</p></li><li><p>(pointless) differentiationCC BY 2.0 http://www.flickr.com/photos/slybeck/25847359/</p></li><li><p>opportunities for personalizationCC BY 2.0 http://www.flickr.com/photos/smith/81109/</p></li><li><p>...and serviceCC BY 2.0 http://www.flickr.com/photos/scornish/1764306516/sizes/l/</p></li><li><p>...in other words,basic retailing and merchandising</p></li><li><p>ok, but...the digital stores are different</p></li><li><p>we have these things called databases</p></li><li><p>endless shelf-space</p></li><li><p>contextual advertising</p></li><li><p>a decade of best-practices,design patterns</p></li><li><p>algorithms, tagging, microformats...</p></li><li><p>you can find anything, anytime</p></li><li><p>intelligently target and profile everyone</p></li><li><p>recommendation is practically built-in</p></li><li><p>a lot of real-worldproblems just go away...</p></li><li><p>or do they...?</p></li><li><p>TIP #1: plan for real people</p></li><li><p>app stores see content as inventory(which it is...)</p></li><li><p>except people dont actually want inventory</p></li><li><p>when people make a purchase, they are looking to fulfill a need</p></li><li><p>they want to explore</p><p>play</p><p>solve a problemmake friends</p><p>communicate</p><p>share</p><p>feel happy</p><p>show off</p><p>feel comforted</p><p>reciprocate</p><p>save face</p><p>celebrate</p></li><li><p>because unlike computers, people arefickle, unpredictable...complicated</p></li><li><p>1 person 1 phone 1 culture</p><p>but app stores, tend to view people like this</p><p>+ +</p></li><li><p>when in fact...</p></li><li><p>user accounts assume one-region</p><p>not available in the UK store</p></li><li><p>few stores consider (or enable)a multi-device experience</p></li><li><p>real people also shop for other people</p></li><li><p>gifting apps or content</p></li><li><p>gifting + out of box experience</p><p>+</p></li><li><p>TIP #2: Prioritize metadata</p></li><li><p>the more popular your app store is,the less useful categories become</p><p>Board games: page 1 of 70</p></li><li><p>...so then theres search</p></li><li><p>but indexing this is not exactly easy</p></li><li><p>so search has to rely on metadataprovided by app vendors</p><p>(which might be fine if these guyswere metadata experts)</p><p>http://www.flickr.com/photos/haimediagroup/2402295757/</p></li><li><p>Case study: iStockphotoonline content marketplace</p></li><li><p>5+ million items for sale70,000+ artist contributorsdetailed approval process</p><p>primary discovery mechanism: search</p></li><li><p>detailed (curated) and tiered categories</p></li><li><p>taxonomies &amp; assisted keyword generation</p><p>disambiguation</p></li><li><p>TIP #3: Editorial is your friend</p></li><li><p>roll up your sleeves and actually look at the content :-)</p></li><li><p>iStockphoto again...</p></li><li><p>inventory management:open and closed categories</p><p>Needed filesNot needed</p><p>(i.e. closed category)</p></li><li><p>TIP #4: Help them, help you</p></li><li><p>think of it as a partnership</p></li><li><p>if vendors look good, you look goodand vice versa</p></li><li><p>proactively simplify their pain points</p></li><li><p>iStockphoto again...</p></li><li><p>training manual</p><p>manage vendor expectations</p><p>increases approval rate</p><p>clarify guidelines(e.g. IP, legal)</p></li><li><p>another example...Apple</p></li><li><p>remember these guys?</p><p>making an app is easy, making an icon...not so much</p><p>http://www.urbanartguide.de/</p></li><li><p>icons made effortless</p><p>automatedcorner radius</p><p>and transparency</p><p>icon glow can be disabled if </p><p>needed</p><p>start with this</p></li><li><p>TIP #5: Make it personal</p></li><li><p>staff picks make things more personal,now take them to the next level</p></li><li><p>iStockphoto again...</p></li><li><p>premium content hand-picked by domain experts + higher royalties for vendors</p><p>iStockphoto, Vetta collection</p><p>premium cost</p><p>1% of overall collection</p></li><li><p>TIP #6: Make it acessible</p></li><li><p>a lot of purchases just happen</p></li><li><p>people stumble-upon stuff they wantwhile doing other stuff...</p></li><li><p>so discovery is hard to architect</p></li><li><p>if you make it insanely easyto reach your content(from any platform)</p><p>you start to see stuff like this....</p></li><li><p>iPhone apps</p><p>movie marketing</p></li><li><p>Jamie Oliver (TV + web tie-in)</p><p>Click to buyfrom the App </p><p>Store</p><p>TV + desktop</p></li><li><p>which can then come full-circle...</p></li><li><p>with stuff like this...</p><p>iPhone Appsfrom TV Ads</p></li><li><p>TIP #7: Explore other touchpoints</p></li><li><p>offline app sales could bea natural extension for certain stores</p></li><li><p>heres how they could work...</p></li><li><p>http://duoguo.cn</p><p>mobile content stores and kiosks in China</p><p>Duoguo</p></li><li><p>...and a less formal (and legal) variantin Thailand</p></li><li><p>and its not just an Asian thing...</p></li><li><p>would you like a Google app with that?</p><p>Best Buy Walk Out Working service</p><p>+</p><p>http://bestbuyinc.com/news_center/11-05-09/best-buy%C2%AE-mobile-announces-partnership-google-co-market-google-mobile-app</p></li><li><p>now what if...</p></li><li><p>destination stores...True Urban Park, Bangkok</p><p>buy a mobile... some books, or music.... bring your laptop...have a coffee...</p><p>and buy some apps...?</p></li><li><p>Apple stores</p><p>Microsoft retail</p><p>even better if you can make it an activityCC BY 2.0 http://www.flickr.com/photos/smith/81109/</p></li><li><p>TIP #8: Consider segmentation</p></li><li><p>were familiar with segmentationin other industries</p></li><li><p>iconic style</p><p>accessible luxurygreat fashion, great prices</p><p>fashion</p></li><li><p>automotive</p><p>Cadillac</p><p>GMC</p><p>Chevrolet</p></li><li><p>so far, app stores are selling pretty muchany app that passes the acceptance criteria</p></li><li><p>but segments are emergingwhich could justify a store within a store</p></li><li><p>the pass-back apps for kids</p></li><li><p>adult</p></li><li><p>business/enterprise</p></li><li><p>personal shopping money--but no time</p></li><li><p>and a final tip: if youre not in it for the long run,</p><p>get out while you still can :-)</p></li><li><p>thank yousteph@yiibu.com</p></li></ul>