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