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