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PROTOTYPING A MOBILE APP.� How to use lean psychology to build the next killer-app.�
#next14buzz #killerapp ��������
Stefanie Kuhnhen, Grabarz & Partner | Markus von der Lühe, AdParlor�
������
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OBJECTIVES OF THIS WORKSHOP�
• Get a quick overview of future relevance of Apps�• Intro to an Australian framework based on Neuroscience�• Learn to use Lean Psychology to design an App in 30
minutes�
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THE BIGGER CONTEXT:�THE INCREASED RELEVANCE OF APPS.�
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GROWTH MARKETS 2020:�INTERESTING START-UPS AND THE TRENDS BEYOND�
EUROPE SLOWLY REACHES GLOBAL LEVEL�NUMBER OF FOUNDED START-UPS IN SELECTED CITIES 2012�
SOURCE: SEEDTABLE/CRUNCHBASE�
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JOB GROWTH IS CURRENTLY MAINLY ATTRIBUTED�TO THE TECHNOLOGY INDUSTRY.�
27% OF THE 2013 JOB GROWTH IN LONDON � CAN BE ATTRIBUTED TO THE TECH INDUSTRY �
76% WAS THE 2013 GROWTH RATE OF TECHNOLOGY� START-UPS IN LONDON�
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WE ARE STARTING TO BREED NEW IDEAS�BEYOND PRODUCTION OR FINANCE.�
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3 TRENDS BEHIND THE START-UPS‘ SUCCESSES:�
1. TECHNOLOGY BOOM MEANS MOBILE BOOM: MOST OF THE� START-UP BUSINESS ARE BASED AROUND MOBILE APPS�
2. APPS WILL REINVENT THE FUTURE SERVICE INDUSTRY AND� WILL TRIGGER A DIGITAL REVOLUTION IN THIS AREA �
3. THE „DIGITAL TURN“ WILL HIT ALMOST ALL MARKETS: � HEALTH, MEDICINE AND TEXTILE INDUSTRIES ARE NEXT�
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SOME APPS THAT ALREADY SURPRISE US!�
BEST PRACTICE GLOW: �• ADVISORY APP FOR COUPLES THAT HAVE PROBLEMS CONCEIVING BASED ON BIG DATA�• CROWDSOURCING PROJECT: $50 P.M. FOR 10 M. – THEN CLAIM FOR HORMONOTHERAPY�• TECHNOLOGY-DRIVEN ALTERNATIVE TO EXPENSIVE MEDICAL INTERVENTIONS (ESP. USA)�
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SOME APPS THAT ALREADY SURPRISE US!�
BEST PRACTICE LENDICO: �• PEER-TO-PEER LOAN PLATFORM�• THE DIGITAL ALTERNATIVE TO BANKS FOR NORMAL PEOPLE LIKE ME AND YOU�
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SOME APPS THAT ALREADY SURPRISE US!�
BEST PRACTICE ATALANDA: �• LOCAL SHOPPING PORTAL�• SAME DAY DELIVERY�
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SOME APPS THAT ALREADY SURPRISE US!�
BEST PRACTICE BOXBEE: �•SIMPLE DIGITAL-BASED STORAGE WITH PICK-UP-SERVICE FOR BIG CITY NOMADES�•SHARING SYSTEM: FRIENDS CAN BORROW STORAGED GOODS IN THE MEANTIME�
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THESE APPS WORK�BECAUSE THEY ALL SATISFY NEEDS.�
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THESE APPS WORK�BECAUSE THEY ALL SATISFY NEEDS.�
PSYCHOLOGICAL NEEDS.�
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A PSYCHOLOGICAL MODEL FOR APP PROTOTYPING�
Through the identification of social cognitive needs we are able to predict what Apps are still to come. ��We selected a model from Australia for a number of reasons:�• It is comprehensive �• It uses the concept of social cognitive needs and Intelligence Centres�• It is based on brain science�• It can explain existing social platforms�• It gives us a glimpse of the future �
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THE 6 SOCIAL COGNITIVE NEEDS OF�THE HUMAN BRAIN.�
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THE (SIMPLIFIED) NEUROPOWER GRID.�
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NEED 1: TRIBAL SPIRIT – BELONGING�
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THE SIGNIFICANCE OF TRIBAL SPIRIT.�
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NEED 2: CREATIVITY – SELF EXPRESSION�
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WHAT DO CHOCOLATE AND �FACEBOOK HAVE IN COMMON?�
Source Bloomberg welt.de�
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SEVEN OUT OF TEN PEOPLE CHECK FACEBOOK BEFORE GOING TO SLEEP.�
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20% OF THOSE SURVEYED ADMITTED THEY'VE ACTUALLY STOPPED HAVING SEX TO CHECK AN INCOMING TEXT.�
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NEED 3: ENTREPRENEURIAL SPIRIT – ACHIEVEMENT�
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NEED 4: EMOTIONAL INTELLIGENCE – CONNECTION�
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NEED 5: PATTERN RECOGNITION – LEARNING�
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NEED 6: VISION – FUTURE HOPE�
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PLACING TODAYS SOCIAL PLATFORMS�ON THE NEUROPOWER GRID.�
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DRIVING IT FURTHER LOOKING�AT THE TOP 10 PAID ITUNES APPS.�
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PLACING THE TOP 10 PAID ITUNES APPS�ON THE NEUROPOWER GRID.�
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IN SUMMARY, WHAT ARE APPS MISSING TODAY?��• SECURITY: �
Data security and privacy are unmet need, Gen Z is aware of and yearns for�• AUTHENTICITY:�
Beyond the smiley teens yearn for authentic relationships, they want to know about all aspects of the other person they are in interaction with �
• CONNECTION:� Gen Z intuitively understand that meeting up virtually is not the real thing, they� have an urge to find a bridge between online connections and the offline world �
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EXERCISE�
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NOW: DESIGN YOUR OWN APP!�
• Divide into several groups�• 10 Minutes: Brainstorm and pick one App idea�• 25 Minutes: Use the Business Model Canvas and the
Neuropower Model to describe the idea�• 5 minutes: Design an App Icon�• 5 Minutes: Put it on the flip chart�• Pick one person to present your App idea�
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INSTRUCTIONS�• The idea can be an existing one or something that came�
up in the workshop�• Don’t dwell too much on whether it is the “right idea”. �
The methodology is more important.�• If you already have an app idea, use the Neuropower grid
to identify what needs are met by your app. Are there any other needs you could address as well?�
• You can also use the Neuropower grid to spark a new App idea�
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www.businessmodelgenera1on.com
Cost structure – how much do you need to get started?
Revenue streams
Key resources
Key ac1vi1es
Psychological Needs met
Value proposi1on (USP)
Descrip1on of the App
User segments
Channels
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HOW TO SPARK AN APP IDEA:�
• Start with your own Business Context�• Use your own App/Mobile App/Social Networking
experience�• Start with one specific Social Cognitive Need��Expected Deliverable:�Business Model Canvas filled in plus scribbled App Icon�
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STEP 1:�BRAINSTORM AND PICK ONE APP IDEA.�
(10 MINUTES.)�
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STEP 2:�USE THE BUSINESS MODEL CANVAS�
AND THE NEUROPOWER MODEL�TO DESCRIBE THE IDEA�
(25 MINUTES.)�
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STEP 3:�DESIGN AN APP ICON.�
(5 MINUTES.)�
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STEP 4:�PICK ONE PERSON TO PRESENT YOUR APP IDEA.�
(1 MINUTE.)�
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STEP 5:�PRESENT YOU APP IDEA.�
(2 MINUTES.)�
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OUR LIVE BETA TESTING: NEXT14BUZZ.DE�
http://www.next14buzz.de ��
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OUR #NEXT14BUZZ TRENDWORD:�
#killerapp �
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IF YOU ARE INTERESTED IN A �SIMILAR WORKSHOP WITHIN YOUR OWN BUSINESS,�
FILL IN THE FORM.�
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��MANY THANKS. #NEXT14BUZZ #KILLERAPP��[email protected]�[email protected] �
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IMPRINT.�
The contents of this presentation are the intellectual property of Grabarz & Partner Werbeagentur GmbH and are subject to the currently valid copyright laws. �No part of this presentation may be used, or reproduced in any means, or
transmitted to a third party, without the prior consent of Grabarz & Partner Werbeagentur GmbH.�
�