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The Great App Cookbook: Six Ingredients to a Killer App


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The App Business hosted Geek Girl's mobile-themed April '14 meetup. Alexandra Johnson, our Project Management Lead, was the keynote speaker on the day and shared our #TABEssentials deck, The Great App Cookbook

If you're wondering how to get your app idea of the ground, The Great App Cookbook is a good place to start. It provides a straightforward, introductory presentation to the six key ingredients that sit behind every killer app.

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The Great App Cookbook: Six Ingredients to a Killer App

  1. 1. © 2014 The App Business The Great App Cookbook Six key ingredients to a killer app
  2. 2. © 2014 The App Business A little bit about us
  3. 3. © 2014 The App Business TAB was built from the ground up by a team who spent three years working with Steve Jobs launching the iPhone.
  4. 4. © 2014 The App Business We help the world’s biggest brands create business-transforming software
  5. 5. © 2014 The App Business We are software specialists, not digital generalists. ! Making great mobile products is what we do all day, every day. It is not a hobby, sideline or department. ! It’s our business.
  6. 6. © 2014 The App Business Elegant simplicity Great apps help people do one thing they care about well. SnapFashionWhatsAppHailo
  7. 7. © 2014 The App Business “It takes a lot of hard work to make something simple, to truly understand the underlying challenges and come up with elegant solutions.” ! - Steve Jobs
  8. 8. © 2014 The App Business Take six simple ingredients The Great App Cookbook
  9. 9. © 2014 The App Business Simple as A to…F The Great App Cookbook in a nutshell:
  10. 10. © 2014 The App Business First, know your ABC
  11. 11. © 2014 The App Business A is for Audience What simple, concrete behaviour do you want to make happen? Identify an audience need that can be met by mobile. Before technology, there’s your audience.
  12. 12. © 2014 The App Business B is for Brand Stay true: amplify your promise and values. ! What is your core purpose as a business? ! Don’t be distracted by cool tech and go off-piste. Amazon Flow Nike+ Running
  13. 13. © 2014 The App Business The digital products these brands should be building… Kodak Yell ( Instagram ) ( Foursquare ) ( Twitter )
  14. 14. © 2014 The App Business What role, precisely, does mobile play? Define SMART goals and KPIs upfront. C is for Commercials Remember the process is iterative: do, learn and optimise.
  15. 15. © 2014 The App Business Know your ABC A smart digital product idea begins with these first three vital ingredients. Audience need Commercial goal Brand truth A C B Clearly defined app proposition
  16. 16. © 2014 The App Business ‘Gardening feels daunting to me.’A Homebase helps you love your home.B Demonstrate rapid innovation.C In practice: Plant Match by Homebase App proposition: Find your perfect Plant Match
  17. 17. © 2014 The App Business What next?
  18. 18. © 2014 The App Business Get building Sweat the detail. Then sweat it some more.
  19. 19. © 2014 The App Business D is for Design Design with context in mind. Think interaction flows and touch, not ‘chrome’ or point and click. Remove to improve. Prototype fast: you can’t make something that moves without making something that moves. Usability test whenever you can.
  20. 20. © 2014 The App Business E is for Engineering Solutions first, technology second. ! Carefully consider native vs. hybrid approaches. ! Treat QA as a client. ! Apps are just the tip of the iceberg.
  21. 21. © 2014 The App Business A contextual UX developed through extensive customer collaboration, driven by intelligent data polling. ! •Contextual, personalised dashboard of widgets deliver need-to-know transport info automatically •Reduced friction in journey planning •Drives mobile ticket sales, car park reservations, customer support •End-to-end solution optimises legacy infrastructure for optimum mobile performance •Single code base for multiple train operating companies •Nominated for two MOMA Awards 2014 In practice: On Track by Go Ahead Group
  22. 22. © 2014 The App Business The final ingredient
  23. 23. © 2014 The App Business Get talking It’s time to spread the word.
  24. 24. © 2014 The App Business is for fame 1. Nail your positioning. 2. Understand and meet user need. 3. Control and exploit your touchpoints. 4. Start soft. 5. Enable your users to spread the word. 6. Care for your users. 7. Think sustained effort, not one-shot campaigns. Hailo F
  25. 25. © 2014 The App Business And finally:
  26. 26. © 2014 The App Business The process is iterative Great apps are iteratively developed over time. Make use of active listening and rapid, iterative customer usability testing. Keep your app relevant to your audience - continuously improve it. This process can also build deeper relationships with your audience.
  27. 27. © 2014 The App Business Recap
  28. 28. © 2014 The App Business Simple as A to…F A great app is comprised of six key ingredients.
  29. 29. © 2014 The App Business Alexandra Johnson - Project Management Lead Thank You