HOW TO PLAN AN APP

WHY APPS? Convenience – no need to open up the internet

Front of mind – always on the screen

In-phone features – camera, torch

Don’t always need an internet connection

If you are trying to decide between apps and mobile sites, see our article “Making the mobile move”.

STEP 1: WHY ARE YOU DOING IT?

Someone is shouting at you to do it (with no good reasons), or

You want to give your customers a better mobile experience

4 QUESTIONS TO ASK 1. Is there a business need for it? (“To look good” is not a real

answer!)

2. Will it improve the service/provide value to your prospects/customers?

3. What are you trying to achieve with it?

4. What do you expect users to do with the app?

If you can answer these without fooling yourself, then the app will be more likely to succeed.

STEP 2: RESEARCH • What are your competition doing? Is there an

opportunity for competitive advantage?

• Survey clients – would they use an app?

• What content will the app contain? What would work best?

• What platform – iOS, Android or Windows?

• Ongoing support for the app – how much will it cost?

STEP 3: BRIEFING AN AGENCY GOOD BRIEF = REALISTIC COSTS AND TIMINGS Remember to include:

• A description of your company and what you do

• Summary of your research

• Needs the app is meeting

• Outline the functionality the app should have

• Budget and timeframe

STEP 4: WORKING WITH AN AGENCY • User experience is paramount in apps – don’t get carried

away with design.

• Consider producing one platform at a time.

• Test the app thoroughly – test on lots of devices and ask clients to give you feedback.

STEP 5: APPROVAL AND LAUNCH • Each app store has a different review process.

• You will not be able to choose the go live date.

• Your app can be rejected:

– Technical errors

– Not useful

– Not following UX guidelines

STEP 6: MARKETING • Difficult to be found on the store as there are hundreds of

thousands of other apps.

• Direct campaigns, e.g. email, are good for spreading the word.

• Advertise it – website pop-up, email signature, social networks, marketing materials and online advertising.

• Get feedback so the app can be refined and improved.

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