bad app - killer app: how to create a compelling mobile experience

Bad App - Killer App: How to Create a Compelling Mobile Experience

Christopher MayVP CreativePlastic MobileNovember 29, 2010

(with extra awesomeness)

There is no magic to the formula: Just a few simple governing principles can get you well on your way!

1. Starting Point

Ask “why?”{ A question everyone should seriously start with }

What is the big idea?

Who is our audience?

What is the business model?

Why do we want to build this?

What is the big idea?

Who is our audience?

Do users really want an app from us?

What is the business model?

Why do we want to build this?

Bandwagon

Engage your users

BRANDUSER

2. Define Interactive Experience

2. Define Interactive Experience

2. Define Interactive Experience

2. Define Interactive Experience

2. Define Interactive Experience

3P’s of interactivity { not to be confused with the 4P’s }

Participation: The act of taking part in an activity through interaction.The Cause and effect of users input commands (via; mouse, keyboard, joystick, touch screen, etc.) to affect the outcome of the experience.

Perspective: Influencing the opinions of the user towards the brand and/or product and/or experience. Simply put “how do you make someone smile or have the light bulb turn on over someone’s head”?

Pleasure&Reward: What does the user get out of it? There are two aspects to pleasure and reward the first being tangible (i.e. I scan a QR code and get a coupon). The second and more powerful is the intangible (ie: user feeling a sense of accomplishment, status, fulfillment, etc.).

Engagement.

Conversation.

Connection.

BRANDUSER

Mobile Manifesto{ long live small screens }

01.Be yourself.{ What makes sense to your brand, product, idea }

02.Focus on the core.{ Know your business outcome and your user needs. Focus your

efforts on that and not on functionality and features alone. }

03. Unique is chic.{ Does the world really need another fart app? }

04.Keep it simple.{ Simplify your interface. Sometime it’s as much and exercise of

what you leave out as to what you put in }

05.Tacky vs. Tactile.{ Engagement – but not at the cost of solid user experience. }

06. Touch me.{ User will be using their fingers to press, pinch & swipe. This translates quick differently to how you design the experience and interface compared to web where users may use a mouse to click

and drag }

07. Think small.{ Your app is not your website shrunk down }

08. You have my attention... now what?{ Captivate your user or face being deleted. }

09. You have 1 chance.{ Once you have lost your user, chances of getting them back is

extremely low. }

10. Build once. Update frequently.{ Make sure you launch with everything. Build evangelists by listening to your users feedback and incorporate improvements

on your great app }

11. All devices are not created equally.{ Know the native platform advantages, limitations, specs, etc. }

12. Meet me at the corner.{ People are typically using mobile apps out of home and on the go }

13. Social by heritage.{ Enhances the ability for people to connect). Any many tools to do

it (phone, camera, data, mobility, etc.). }

14. Always on.{ Anytime. Anywhere. However don’t abuse your users trust! }

Positioning your app for success:

Entertainment

Functional Tool

Serious Fun

Entertainment

Functional Tool

Serious Fun

Media & Content;Media & Content;

Positioning your app for success:

Entertainment

Functional Tool

Serious Fun

Branded Branded entertainment; entertainment; Gaming; Gaming; TransmediaTransmedia

Positioning your app for success:

Entertainment

Functional Tool

Serious Fun

Business & Mission Business & Mission Critical Tools;Critical Tools;

Positioning your app for success:

Questions?