The Apps represent a new Channel that is growing and becoming mature Wrapping your Website in an App is a Worse Practice We used to Web the Paper Flyers too, that didn’t work either The Medium is part of the Message, every Channel has its own Character Make decision on what to do on Mobile, and what not That is strategic engagement of the channel
To be Strategic we have a structured approach that help you be successful from first idea to releasing and updating. 11-03-11
We need to Define what we will do, and what not. 11-03-11
It is about Time for this message to get out: Smart Mobile is NOT about Technology It is about People and behavior Start with your potential Audience, Start with Archetypes, With Persona’s.
But what products and Services do we need to offer? We need to look through the eyes of out potential users and be relevant to them With respect to their context, Location, Time, Preferences, etc.. Ideally the SOLution knows about the attention of the user and assist him/her with it Use scenario’s to write about the context and the information needs
The previous steps are only two steps in a full Strategy Complete your Strategy and write it down in a Strategy Document Choice is everything, if you don’t choose people will not be understanding what you are trying to accomplish
Next we have to Design the SOLution 11-03-11
From the Scenario’s we get Information needs, we can bundle them From looking at the bundle of functionalities you can assist the user with a logical flow The flow can be supported by screens of logical chunks of functionality Remind you: Do not put all functionality into one App, Be relevant to a need not all needs!
We need to develop a nice, recognizable look and feel. This is a blend of the App Concept, The Device Guidelines and your Brand Guidelines. Capture the look and feel in a Moodboard, that gives grip.
Usually the App will be operated by Touch, The interface should be designed for that Not too tiny, think of what part of the interface will be blocked by the fingers Their are also multiple form factors and sizes, try adapting the interface to it A user also has to hold the device, and might use different input ways like Tilt, Shake or Speak Prototypes will give a nice look into what the interface will become, you can start testing already.
Its time to actually build something 11-03-11
Knowledge of Smart Mobile development is highly specific We chose to align all international knowledge in local App Centers which are all connected in a virtual Global App Center Global Knowledge, Local Delivery
The App is often only the Interface, the view or Window to the Activity or Service We need to Connect the App to the Services and a few challenges Arise Who is this User and is he/she allowed to do this? Security shouldn’t be in the app but in the deeper service layer !Integration should be thought of when we Design the App!
Although you can easily update the App still the user may expect quality. Quality isn’t something that comes without attention, take action. Do code reviews, integration tests, stress tests and Test on actual users in Beta.
The App is finalized and we can deliver it to our potential users 11-03-11
Every Market has its specific rules of how to enter the App You can debate a lot about it but not change the rules of them If you have delivered make sure you track Downloads, Comments and if possible Usage
You cannot wait for success, take action and help users find your SOLution Link via WEB to them and maybe also instruct service personnel to mention the app Remind users to leave a note and/or recommend the app Look at combining Social and Mobile, they align very well do to their Here and Now nature
Are we There Yet? 11-03-11
Drop the app and Leave? No, attend the users 11-03-11
Read feedback and show you care Don’t deliver everything at once, use slow release strategy, going deeper slowly Release often, giving you new marketing opportunities Say Bye to Bad Solutions Do the same monkey trick on different platforms, broadening the user base
The First Step: Discover the App Phenomenon Don’t just Start making an App, ,Be Strategic Start from User Perspective and Be Relevant
6D, Giving Position and Direction Moving Forward
Don’t become a Seven-Headed Beast, Be authentic on every channel
Smart Mobile Strategic Apps Development
Mobile Business Strategic Apps <ul><li>[email_address] </li></ul>
New Channel <ul><li>App is NOT Web </li></ul><ul><li>Wapp is Crap </li></ul><ul><li>Channel has a </li></ul><ul><li>different Character </li></ul><ul><li>“ So, What do we do on Mobile?” </li></ul>
<ul><li>App Center, India </li></ul><ul><li>App Center, France </li></ul><ul><li>App Center, Holland </li></ul><ul><li>App Center, Sweden </li></ul><ul><li>App Center, USA </li></ul><ul><li>… </li></ul><ul><li>Globally coordinated. </li></ul><ul><li>Local Touch, Global Reach </li></ul>Technical Implementation
<ul><li>Identity </li></ul><ul><li>Security </li></ul><ul><li>(Web)Services </li></ul>Connect and Integrate
Test, Test and Re-Test <ul><li>Test </li></ul><ul><li>Test </li></ul><ul><li>Test </li></ul><ul><li>Code </li></ul><ul><li>Integration </li></ul><ul><li>Beta </li></ul>
Do it Again/Dispose <ul><li>Keep Improving </li></ul><ul><li>Leave room for Improvement </li></ul><ul><li>Release Regularly </li></ul><ul><li>Kill Misfits </li></ul><ul><li>Engage other Platform(s) </li></ul>
Summary <ul><li>Start from User Perspective </li></ul><ul><li>It is not about Technology, its about People </li></ul><ul><li>Deliver, Listen, Adapt </li></ul><ul><li>Its not a Project, it’s a Process </li></ul><ul><li>Choose Channels Strategic </li></ul><ul><li>Web, Print, Social, Phone, Radio, TV, Mobile </li></ul>