how to build a 5 star app
DESCRIPTION
Understand how engagement, user behavior, features, and design should all be factored into your planning process in order to develop a top-ranking mobile app.TRANSCRIPT
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How to Build a 5 Star App
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THE MOBILE APP LIFECYCLE
DISCOVERY PRODUCT PERFORMANCE
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DISCOVERY
You need to get ready to build your five-star app before spending money on it.
Understand true product value on mobile What makes a great mobile app? Validate your product and design
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DO I NEED MOBILE?
Insight From Sensors Quick Reward Flow Defend Your Brand New Channels and Interactions
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CONTEXT DRIVES ENGAGEMENT
Match content to fit people’s daily lives
Capture data to form personalized experiences
Use data to perfect content offerings
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BEHAVIOR IS CHANGING
Mass adoption of cloud & social
Increased data adoption and speeds
Multi screen ownership
Comfort with regular transactions
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DISTRIBUTION, REWARD, ENGAGEMENT
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WHAT MAKES A GREAT APP?
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GOOD ENOUGH IS NOT GOOD ENOUGH!
Re-think your minimum viable product. Exceed your users’ expectations.
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Don’t do them (yet). Focus on your core experience.
“I fear not the man who has practiced 10,000 kicks once, but I fear the man who has
practiced one kick 10,000 times.”
NICE FEATURES?
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Build the right features, with the right services, on the right devices, for the right people.
WHO IS YOUR LAUNCH CUSTOMER?
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WHAT ARE YOUR TARGET DEVICES?
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DESIGN AND PROTOTYPING
Where do you go from here?
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GO LOW FIDELITY
Paper is your cheapest option
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SEE YOUR DESIGNS LIVE ON DEVICE
Build and design to your form factors as you’re doing the work
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USE YOUR PROTOTYPE
Does your app flow work? Are your core features accessible?
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MAKE IT PRETTY
Use platform features to build amazing UI
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DESIGN FOR THE PLATFORM
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SHOW AND TELL
Before you write a line of code, get this feedback.
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DISCOVERY SUMMARY
A process that builds a strategy roadmap to set your design, business, and engineering goals.
What is Discovery?
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PRODUCT
How to create a development culture to ship five-star apps:
Deconstructing mobile myths Mobile development insights How to ship
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RUTHLESS PRIORITIZATION
Need a product owner/manager to cut, cut, cut! Management can’t just throw features over the wall.
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FOLLOW GOOD ENGINEERING PRACTICES
Know your platform Write clean code Make it “just work”
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LATENCY KILLS IN ALL WAYS
Connectivity kills the user experience
Slow performance kills the user experience
Bad design kills the user experience
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BUILD AND TEST ON DEVICE
Can you do your own QA?
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GET BRUTAL AND HONEST FEEDBACK
Just like during discovery, you need to get feedback to focus on shipping.
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PRODUCT SUMMARY
Just like during discovery, you need to get feedback to focus on shipping.
Ruthless Prioritization
Running the products on device
Shipping weekly builds
Close the feedback loop
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PERFORMANCE
Prepare for the future:
Getting ready for launch
Measuring your success
Launching and sustaining momentum
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BETA TEST
Just like Discovery, feedback is crucial
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Make it easy for users to reach out directly to you.
SUPPORT YOUR USERS
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Listen to user feedback, and take it seriously.
SUPPORT YOUR USERS
Send your feedback directly!
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This is done at the tail end of the “Product” phase. Analytics, event tracking, deep-linking, etc.
ARM YOUR APP BEFORE LAUNCH
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Good Store Ranking
CONQUER STORE RANKINGS
= Better Distribution
Engagement
Reward
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START YOUR MARKETING ENGINES
What channels are used for distribution?
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LAUNCHING IN 10, 9, 8…
All media should be delivering one message:
DOWNLOAD NOW!
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MEASURING ENGAGEMENT BY THE MINUTE
Usually 1-6 minutes a day.
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GROWTH ON MOBILE IS ABOUT REACH
Measure daily active users, since mobile is not about # of features.
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METRICS TO CARE ABOUT
All media should be delivering one message:
Distribution Engagement Reward (#reviews, #conversions,
happiness)
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MEASUREMENT TOOLS
ANALYTICS CRASH REPORTING TRACKING INSTALLS
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PERFORMANCE SUMMARY
GET READY TO LAUNCH Marketing, support, beta testing, analytics ONE MESSAGE. ALL CHANNELS: “Download now!” MEASURE DISTRIBUTION, ENGAGEMENT AND REWARD TURN INSIGHT INTO FEEDBACK, ITERATE
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THE MOBILE APP LIFECYCLE
DISCOVERY PRODUCT PERFORMANCE