4. What do consumers want?
– Apps that are fast and responsive
– Easy‐to‐navigate apps that deliver a suite of
key functionalities and mobile services through an
intuitive, entertaining user interface
– Apps to identify what device they are on and present them with the right
set of options and functionality for that particular device
– Proactive and relevant information and services within the context of
their location at a particular time
– The ability to share offers, news and product recommendations virally
on their social networks
5. Impact of poor mobile app experiences
• Shared virally impacting reviews and ratings
• Impair usage and damage brand perception
• Discourage users from using app again
• Users less likely to purchase from the company
• Users more likely to switch to a competitor’s app