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How to Build a 5 Star App

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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.

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.

Published in: Mobile, Technology, Business

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  • 1. How to Build a 5 Star App
  • 2. THE MOBILE APP LIFECYCLE DISCOVERY PRODUCT PERFORMANCE
  • 3. 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
  • 4. DO I NEED MOBILE? Insight From Sensors Quick Reward Flow Defend Your Brand New Channels and Interactions
  • 5. CONTEXT DRIVES ENGAGEMENT Match content to fit people’s daily lives Capture data to form personalized experiences Use data to perfect content offerings
  • 6. BEHAVIOR IS CHANGING Mass adoption of cloud & social Increased data adoption and speeds Multi screen ownership Comfort with regular transactions
  • 7. DISTRIBUTION, REWARD, ENGAGEMENT
  • 8. WHAT MAKES A GREAT APP?
  • 9. GOOD ENOUGH IS NOT GOOD ENOUGH! Re-think your minimum viable product. Exceed your users’ expectations.
  • 10. 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?
  • 11. Build the right features, with the right services, on the right devices, for the right people. WHO IS YOUR LAUNCH CUSTOMER?
  • 12. WHAT ARE YOUR TARGET DEVICES?
  • 13. DESIGN AND PROTOTYPING Where do you go from here?
  • 14. GO LOW FIDELITY Paper is your cheapest option
  • 15. SEE YOUR DESIGNS LIVE ON DEVICE Build and design to your form factors as you’re doing the work
  • 16. USE YOUR PROTOTYPE Does your app flow work? Are your core features accessible?
  • 17. MAKE IT PRETTY Use platform features to build amazing UI
  • 18. DESIGN FOR THE PLATFORM
  • 19. SHOW AND TELL Before you write a line of code, get this feedback.
  • 20. DISCOVERY SUMMARY A process that builds a strategy roadmap to set your design, business, and engineering goals. What is Discovery?
  • 21. PRODUCT How to create a development culture to ship five-star apps: Deconstructing mobile myths Mobile development insights How to ship
  • 22. RUTHLESS PRIORITIZATION Need a product owner/manager to cut, cut, cut! Management can’t just throw features over the wall.
  • 23. FOLLOW GOOD ENGINEERING PRACTICES Know your platform Write clean code Make it “just work”
  • 24. LATENCY KILLS IN ALL WAYS Connectivity kills the user experience Slow performance kills the user experience Bad design kills the user experience
  • 25. BUILD AND TEST ON DEVICE Can you do your own QA?
  • 26. GET BRUTAL AND HONEST FEEDBACK Just like during discovery, you need to get feedback to focus on shipping.
  • 27. 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
  • 28. PERFORMANCE Prepare for the future: Getting ready for launch Measuring your success Launching and sustaining momentum
  • 29. BETA TEST Just like Discovery, feedback is crucial
  • 30. Make it easy for users to reach out directly to you. SUPPORT YOUR USERS
  • 31. Listen to user feedback, and take it seriously. SUPPORT YOUR USERS Send your feedback directly!
  • 32. This is done at the tail end of the “Product” phase. Analytics, event tracking, deep-linking, etc. ARM YOUR APP BEFORE LAUNCH
  • 33. Good Store Ranking CONQUER STORE RANKINGS = Better Distribution Engagement Reward
  • 34. START YOUR MARKETING ENGINES What channels are used for distribution?
  • 35. LAUNCHING IN 10, 9, 8… All media should be delivering one message: DOWNLOAD NOW!
  • 36. MEASURING ENGAGEMENT BY THE MINUTE Usually 1-6 minutes a day.
  • 37. GROWTH ON MOBILE IS ABOUT REACH Measure daily active users, since mobile is not about # of features.
  • 38. METRICS TO CARE ABOUT All media should be delivering one message: Distribution Engagement Reward (#reviews, #conversions, happiness)
  • 39. MEASUREMENT TOOLS ANALYTICS CRASH REPORTING TRACKING INSTALLS
  • 40. 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
  • 41. THE MOBILE APP LIFECYCLE DISCOVERY PRODUCT PERFORMANCE