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Climbing the Charts

5 tips on using exceptional user experiences to make your next mobile app a smashing success. Originally presented at the inaugural Avenue 5 Club Meeting.

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Climbing the Charts

  1. 1. Climbing The Charts 5 tips on using exceptional user experiences to make your next mobile app a smashing success David Albert, Principal at Greygoo @davidpaulalbert
  2. 2. Roughly 80% of smartphone users use less than 10 apps on a regular basis, with one third using only 3-5 apps regularly. -- Pew Research
  3. 3. The app stores are full of Zombies!
  4. 4. According to a July 2013 report from tracking service Adeven “579,001 apps out of a total of 888,856 apps in our database are zombies.” That’s over two-thirds of all apps tracked by the firm.
  5. 5. However, if you think the opportunities are long gone, consider...
  6. 6. 91% of American adults own a cell phone, yet only 50% download apps. As smartphones become ubiquitous, the app market is poised for continued growth at a staggering pace
  7. 7. Apple has paid out more than $10 billion (yes, with a “b”) to app developers since the launch of the App Store--all while keeping a healthy 30% cut of app store sales
  8. 8. App downloads will grow 2.6 times in the next four years, while revenues are expected to increase 2.9-fold 1 Pew Research, September 2013 2 Apple 3 Gartner Research, September 2013
  9. 9. What sets successful apps apart from Zombies?
  10. 10. 1 Provides (considerable) value to the user in the form of utility or entertainment 2 Provides an exceptional user experience that makes it easy for a user to engage with the app 3 Is marketed and promoted effectively
  11. 11. 2 Provides an exceptional user experience that makes it easy for a user to engage with the app
  12. 12. TACTIC 1 Design your way ahead of the competition
  13. 13. “Design makes the difference between customer satisfaction and customer delight.” - Giles Peyton-Nicoll
  14. 14. How do people discover apps? Apple App Store Google Play 100% 75% 63% 63% 53% 61% 50% 21% Search Friends 25% 17% Websites 15% 21% In-App 17% 9% Media Source: BI INTELLIGENCE 0%
  15. 15. Which app would you choose?
  16. 16. Packaging is Everything
  17. 17. Packaging is Everything
  18. 18. Get them in the first 5 seconds... Track your daily intake! Daily Calorie Tracker allows you to look up the food you ate, then add it to a running total of calories. Run daily, weekly or month reports to track your progress.
  19. 19. Get them in the first 5 seconds... Lose weight, stay fit and have fun doing it! Daily Calorie Tracker is your health companion for recoding and monitoring your caloric intake. Download and discover why Daily Calorie Tracker is superior to all other calorie logging apps on iTunes.
  20. 20. TACTIC 2 Use Sign-Ins Whenever Possible
  21. 21. Sign-Ins More easily personalize the app Instant sharing and status updates Tap into a user’s social graph
  22. 22. TACTIC 3 Speed & Stability
  23. 23. Speed & Stability Speed, attention to detail, consistency throughout the entire user experience and overall stability are crucial to an app’s success. People have little tolerance for buggy apps, and no tolerance for slow apps.
  24. 24. TACTIC 4 Personalization FTW!
  25. 25. Personalization Personalization is one of the killer features that make mobile apps superior to mobile websites. Apps, by their very nature, are more personal than websites, not to mention having access to devicespecific functions like geolocation, a camera, user contacts, etc., and as such lend themselves to creating highly-personalized experiences for their users.
  26. 26. It can be simple
  27. 27. Or highly tailored... GILT presents the best sales for each user based on factors like purchase history, geographic location, and browsing behavior.
  28. 28. The best apps use content relevancy
  29. 29. And don’t forget about Push! Used effectively, Notifications can be highly-personalized, relevant and make your app stand out.
  30. 30. Always give them a way to opt-in (or out)
  31. 31. Take advantage of in-app messaging
  32. 32. Countless applications for personalization 1. Personalization for the device 2. Location-specific content or events 3. Recommendations 4. Personalized content 5. Exclusive discounts & offers 6. Loyalty points and incentive programs tracking 7. Tools for UGC
  33. 33. TACTIC 5 Leverage email. (Yes, I said email)
  34. 34. When planning your next app (or your first), consider... Get noticed with an exceptional icon, screenshots and description Think about how your app can leverage a sign-in method Never release a slow or buggy app! Personalize the experience, even if it’s minimal Use email as your secret weapon
  35. 35. @davidpaulalbert