8 Ways to Improve App Store User Experience
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8 Ways to Improve App Store User Experience



Presentation by Stephanie Rieger of Yiibu for Informa Mobile User Experience conference in London, UK 11/09 ...

Presentation by Stephanie Rieger of Yiibu for Informa Mobile User Experience conference in London, UK 11/09

Officially called "Developing An Interface For The Future Of Mass Market Software Distribution"



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8 Ways to Improve App Store User Experience 8 Ways to Improve App Store User Experience Presentation Transcript

  • Developing an Interface for the Future of Mass Market Software Distribution presented by Stephanie Rieger Informa Mobile User Experience Conference: 18, November 2009
  • 8 ways to improve the app store user experience (that don’t involve squeezing more stuff onto a small screen)
  • what I will not talk about
  • who has a store
  • what it looks like
  • the platforms it supports
  • the ecosystem around it
  • its billing mechanisms
  • revenue models
  • its politics
  • or, the number of apps in the store
  • these things are all (incredibly) important, so important that...
  • stores that are launched on a whim, have low reach and unpopular tools, policies or platforms will eventually have to adapt, re-think...or go away
  • and when the dust clears, it will simply leave a great big store full of content :-)
  • so let’s take a closer look a the store
  • stores have been around a long time and they all have one thing in common...
  • products, or if you prefer...inventory CC BY 2.0 http://www.flickr.com/photos/davidw/1245345652/in/set-72157601682265152
  • they also share similar concerns...
  • discovery CC-BY 2.0, http://www.flickr.com/photos/tracyhunter/101864931/
  • search CC BY 2.0 http://www.flickr.com/photos/davidw/1245345652/in/set-72157601682265152
  • wayfinding CC BY 2.0 http://www.flickr.com/photos/slybeck/25847359/
  • and compete in similar ways...
  • drawing you in CC BY 20 http://www.flickr.com/photos/roosterfarm/445442722/
  • by impulse CC BY 2.0 http://www.flickr.com/photos/jetalone/2171035379/
  • through need or convenience CC-BY 2.0, http://www.flickr.com/photos/bignavijp/3800631373/
  • cost CC BY 2.0 http://www.flickr.com/photos/cogdog/2899006860/
  • recommendation CC BY 2.0 http://www.flickr.com/photos/glynnis/358502163/
  • (pointless) differentiation CC BY 2.0 http://www.flickr.com/photos/slybeck/25847359/
  • opportunities for personalization CC BY 2.0 http://www.flickr.com/photos/smith/81109/
  • ...and service CC BY 2.0 http://www.flickr.com/photos/scornish/1764306516/sizes/l/
  • ...in other words, basic retailing and merchandising
  • ok, but...the digital stores are different
  • we have these things called databases
  • endless shelf-space
  • contextual advertising
  • a decade of best-practices, design patterns
  • algorithms, tagging, microformats...
  • you can find anything, anytime
  • intelligently target and profile everyone
  • recommendation is practically “built-in”
  • a lot of “real-world” problems just go away...
  • or do they...?
  • TIP #1: plan for ‘real people’
  • app stores see content as inventory (which it is...)
  • except people don’t actually want inventory
  • when people make a purchase, they are looking to fulfill a need
  • play celebrate reciprocate make friends solve a problem share explore they want to feel comforted communicate show off save face feel happy
  • because unlike computers, people are fickle, unpredictable...complicated
  • but app stores, tend to view people like this + + 1 person 1 phone 1 culture
  • when in fact...
  • “not available in the UK store” user accounts assume one-region
  • few stores consider (or enable) a multi-device experience
  • real people also shop for other people
  • gifting apps or content
  • + gifting + out of box experience
  • TIP #2: Prioritize metadata
  • Board games: page 1 of 70 the more popular your app store is, the less useful categories become
  • ...so then there’s search
  • but indexing this is not exactly easy
  • so search has to rely on metadata provided by app vendors (which might be fine if these guys were metadata experts) http://www.flickr.com/photos/haimediagroup/2402295757/
  • Case study: iStockphoto online content marketplace
  • 5+ million items for sale 70,000+ artist contributors detailed approval process primary discovery mechanism: search
  • detailed (curated) and tiered categories
  • disambiguation taxonomies & assisted keyword generation
  • TIP #3: Editorial is your friend
  • roll up your sleeves and actually look at the content :-)
  • iStockphoto again...
  • Not needed Needed files (i.e. closed category) inventory management: open and closed categories
  • TIP #4: Help them, help you
  • think of it as a partnership
  • if vendors look good, you look good and vice versa
  • proactively simplify their pain points
  • iStockphoto again...
  • manage vendor expectations increases approval rate clarify guidelines (e.g. IP, legal) training manual
  • another example...Apple
  • remember these guys? http://www.urbanartguide.de/ making an app is easy, making an icon...not so much
  • icon glow can be disabled if needed start with this automated corner radius and transparency icons made effortless
  • TIP #5: Make it personal
  • “staff picks” make things more personal, now take them to the next level
  • iStockphoto again...
  • 1% of overall collection premium cost iStockphoto, Vetta collection premium content hand-picked by domain experts + higher royalties for vendors
  • TIP #6: Make it acessible
  • a lot of purchases just happen
  • people stumble-upon stuff they want while doing other stuff...
  • so discovery is hard to architect
  • if you make it insanely easy to reach your content (from any platform) you start to see stuff like this....
  • iPhone apps movie marketing
  • TV + desktop Click to buy from the App Store Jamie Oliver (TV + web tie-in)
  • which can then come full-circle...
  • “iPhone Apps from TV Ads” with stuff like this...
  • TIP #7: Explore other touchpoints
  • offline app sales could be a natural extension for certain stores
  • here’s how they could work...
  • Duoguo mobile content stores and kiosks in China http://duoguo.cn
  • ...and a less formal (and legal) variant in Thailand
  • and it’s not just an “Asian thing”...
  • “would you like a Google app with that?” + Best Buy “Walk Out Working” service http://bestbuyinc.com/news_center/11-05-09/best-buy%C2%AE-mobile-announces-partnership-google-co-market-google-mobile-app
  • now what if...
  • destination stores... True Urban Park, Bangkok buy a mobile... some books, or music.... bring your laptop... have a coffee... and buy some apps...?
  • Apple stores Microsoft retail even better if you can make it an activity CC BY 2.0 http://www.flickr.com/photos/smith/81109/
  • TIP #8: Consider segmentation
  • we’re familiar with segmentation in other industries
  • “great fashion, “accessible luxury” great prices” “iconic style” fashion
  • Cadillac Chevrolet GMC automotive
  • so far, app stores are selling pretty much any app that passes the acceptance criteria
  • but segments are emerging which could justify a “store within a store”
  • the “pass-back” apps for kids
  • adult
  • business/enterprise
  • personal shopping “money--but no time”
  • and a final tip: if you’re not in it for the long run, get out while you still can :-)
  • thank you steph@yiibu.com