Your app is one of many ways of solving a need; be sure that your customer really needs an app.

1. YOUR APP IS NOT
YOUR PRODUCT
tinktank
Sarah Rink
@saritarink

2. people worldwide were using mobile apps
at the end of 2012
1.2 BILLION

3. 4.4 billion
by the end of 2017

4. spent in the
App Store by 2013
$10bn

8. Celebrated their
50 billionth
download

9. 11 TIMES AROUND THE EARTH

10. SUPER
EXCITING!

11. NOT REALLY

12. "Up to two-thirds of apps
receive fewer than 1,000
downloads in their first
year "
Source: - Tim Shepherd, Canalys report, 2012

13. Only 1 in 7 users give an app a third attempt

14. 26% of apps are used only once

15. You never
get a
second
chance to
make a first
impression

16. Your app
is not
the product

17. Your app is one of many ways of
solving a need for entertainment,
information, products,
community, etc.

18. One of many
ways of bridging
a gap

20. AUTOMATED CHECK IN
“Enjoy seamless flying”

21. CHOOSE PREFERENCES/PERMISSION TRAWL EMAIL
BUY A FLIGHT
SENDS YOUR BOARDING PASS
PASSNFLY CHECKS YOU IN

22. Back-end &
multiplatform mobile app

23. 3 months after launch they
had done a grand total of...
250 check ins
5000 downloads

24. a) Design?
b) Usability?
c) Technical?
d) App store visibility?
e) none of the above

25. They built an app
before they knew
what product they
were delivering and
for whom

26. It gave them permission to contact
passengers again before their flight
TINY MARGINS $$ ADD-ONS AIRLINES
OWN THE
RELATIONSHIP

27. Same product
Different channel
Different customer
Not an app, not a mobile site
Email marketing tool

28. Asian hardware and software manufacturer
reached out to European partners to localize
and launch an app that connects online and
real world purchasing
LOYALTY

29. Spanish partner had all the
resources to build the app...
... but decided to stop and think a little

30. 1 week interviews
LOCALISE ONLY WOULDN’T WORK
Asian
experience
Spanish
experience

31. 2 weeks interviews
MAPPED END USER JOURNEYS
NEW IDEAS

32. Designed and ran an
experiment to validate one of
the many hypothesis

33. to be launched this
year
APP

34. Saved €80K
by not building
the wrong app
!

37. STOP.
THINK.
!
tinktank
Sarah Rink
@saritarink
Marta Ros
@lean_marketing
(TANK)
YOU