This document discusses prototyping mobile apps using lean psychology principles. It provides an overview of the increased relevance of apps and trends in startups and mobile technology. An Australian framework for app design based on neuroscience and the six social cognitive needs of the human brain is introduced. Examples of existing apps that satisfy different needs are presented. The workshop objectives are to learn about app market trends, the neuroscience framework, and how to design an app in 30 minutes using lean psychology principles. Attendees will work in groups to design app concepts using a business model canvas and have the opportunity to present their ideas.

1. PROTOTYPING A MOBILE APP.
How to use lean psychology to build the next killer-app.
#next14buzz #killerapp
Stefanie Kuhnhen, Grabarz & Partner | Markus von der Lühe, AdParlor

2. OBJECTIVES OF THIS WORKSHOP
• Get a quick overview of future relevance of Apps
• Intro to an Australian framework based on Neuroscience
• Learn to use Lean Psychology to design an App in 30
minutes

3. THE BIGGER CONTEXT:
THE INCREASED RELEVANCE OF APPS.

4. GROWTH MARKETS 2020:
INTERESTING START-UPS AND THE TRENDS BEYOND
EUROPE SLOWLY REACHES GLOBAL LEVEL
NUMBER OF FOUNDED START-UPS IN SELECTED CITIES 2012
SOURCE: SEEDTABLE/CRUNCHBASE

5. JOB GROWTH IS CURRENTLY MAINLY ATTRIBUTED
TO THE TECHNOLOGY INDUSTRY.
27% OF THE 2013 JOB GROWTH IN LONDON
CAN BE ATTRIBUTED TO THE TECH INDUSTRY
76% WAS THE 2013 GROWTH RATE OF TECHNOLOGY
START-UPS IN LONDON

6. WE ARE STARTING TO BREED NEW IDEAS
BEYOND PRODUCTION OR FINANCE.

7. 3 TRENDS BEHIND THE START-UPS‘ SUCCESSES:
1. TECHNOLOGY BOOM MEANS MOBILE BOOM: MOST OF THE
START-UP BUSINESS ARE BASED AROUND MOBILE APPS
2. APPS WILL REINVENT THE FUTURE SERVICE INDUSTRY AND
WILL TRIGGER A DIGITAL REVOLUTION IN THIS AREA
3. THE „DIGITAL TURN“ WILL HIT ALMOST ALL MARKETS:
HEALTH, MEDICINE AND TEXTILE INDUSTRIES ARE NEXT

8. SOME APPS THAT ALREADY SURPRISE US!
BEST PRACTICE GLOW:
• ADVISORY APP FOR COUPLES THAT HAVE PROBLEMS CONCEIVING BASED ON BIG DATA
• CROWDSOURCING PROJECT: $50 P.M. FOR 10 M. – THEN CLAIM FOR HORMONOTHERAPY
• TECHNOLOGY-DRIVEN ALTERNATIVE TO EXPENSIVE MEDICAL INTERVENTIONS (ESP. USA)

9. SOME APPS THAT ALREADY SURPRISE US!
BEST PRACTICE LENDICO:
• PEER-TO-PEER LOAN PLATFORM
• THE DIGITAL ALTERNATIVE TO BANKS FOR NORMAL PEOPLE LIKE ME AND YOU

10. SOME APPS THAT ALREADY SURPRISE US!
BEST PRACTICE ATALANDA:
• LOCAL SHOPPING PORTAL
• SAME DAY DELIVERY

11. SOME APPS THAT ALREADY SURPRISE US!
BEST PRACTICE BOXBEE:
•SIMPLE DIGITAL-BASED STORAGE WITH PICK-UP-SERVICE FOR BIG CITY NOMADES
•SHARING SYSTEM: FRIENDS CAN BORROW STORAGED GOODS IN THE MEANTIME

12. THESE APPS WORK
BECAUSE THEY ALL SATISFY NEEDS.

13. THESE APPS WORK
BECAUSE THEY ALL SATISFY NEEDS.
PSYCHOLOGICAL NEEDS.

14. A PSYCHOLOGICAL MODEL FOR APP PROTOTYPING
Through the identification of social cognitive needs we are able to predict
what Apps are still to come.
We selected a model from Australia for a number of reasons:
• It is comprehensive
• It uses the concept of social cognitive needs and Intelligence Centres
• It is based on brain science
• It can explain existing social platforms
• It gives us a glimpse of the future

15. THE 6 SOCIAL COGNITIVE NEEDS OF
THE HUMAN BRAIN.

16. THE (SIMPLIFIED) NEUROPOWER GRID.

17. NEED 1: TRIBAL SPIRIT – BELONGING

19. THE SIGNIFICANCE OF TRIBAL SPIRIT.

20. NEED 2: CREATIVITY – SELF EXPRESSION

21. WHAT DO CHOCOLATE AND
FACEBOOK HAVE IN COMMON?
SourceBloombergwelt.de

22. SEVEN OUT OF TEN PEOPLE CHECK FACEBOOK
BEFORE GOING TO SLEEP.

23. 20% OF THOSE SURVEYED ADMITTED THEY'VE ACTUALLY
STOPPED HAVING SEX TO CHECK AN INCOMING TEXT.

24. NEED 3: ENTREPRENEURIAL SPIRIT – ACHIEVEMENT

25. NEED 4: EMOTIONAL INTELLIGENCE – CONNECTION

26. NEED 5: PATTERN RECOGNITION – LEARNING

27. NEED 6: VISION – FUTURE HOPE

28. PLACING TODAYS SOCIAL PLATFORMS
ON THE NEUROPOWER GRID.

29. DRIVING IT FURTHER LOOKING
AT THE TOP 10 PAID ITUNES APPS.

30. PLACING THE TOP 10 PAID ITUNES APPS
ON THE NEUROPOWER GRID.

31. IN SUMMARY, WHAT ARE APPS MISSING TODAY?
• SECURITY:
Data security and privacy are unmet need, Gen Z is aware of and yearns for
• AUTHENTICITY:
Beyond the smiley teens yearn for authentic relationships, they want to know
about all aspects of the other person they are in interaction with
• CONNECTION:
Gen Z intuitively understand that meeting up virtually is not the real thing, they
have an urge to find a bridge between online connections and the offline world

32. EXERCISE

33. NOW: DESIGN YOUR OWN APP!
• Divide into several groups
• 10 Minutes: Brainstorm and pick one App idea
• 25 Minutes: Use the Business Model Canvas and the
Neuropower Model to describe the idea
• 5 minutes: Design an App Icon
• 5 Minutes: Put it on the flip chart
• Pick one person to present your App idea

34. INSTRUCTIONS
• The idea can be an existing one or something that came
up in the workshop
• Don’t dwell too much on whether it is the “right idea”.
The methodology is more important.
• If you already have an app idea, use the Neuropower grid
to identify what needs are met by your app. Are there any
other needs you could address as well?
• You can also use the Neuropower grid to spark a new App
idea

35. www.businessmodelgenera1on.com
Cost
structure
–
how
much
do
you
need
to
get
started?
Revenue
streams
Key
resources
Key
ac1vi1es
Psychological
Needs
met
Value
proposi1on
(USP)
Descrip1on
of
the
App
User
segments
Channels

36. HOW TO SPARK AN APP IDEA:
• Start with your own Business Context
• Use your own App/Mobile App/Social Networking
experience
• Start with one specific Social Cognitive Need
Expected Deliverable:
Business Model Canvas filled in plus scribbled App Icon

37. STEP 1:
BRAINSTORM AND PICK ONE APP IDEA.
(10 MINUTES.)

38. STEP 2:
USE THE BUSINESS MODEL CANVAS
AND THE NEUROPOWER MODEL
TO DESCRIBE THE IDEA
(25 MINUTES.)

39. STEP 3:
DESIGN AN APP ICON.
(5 MINUTES.)

40. STEP 4:
PICK ONE PERSON TO PRESENT YOUR APP IDEA.
(1 MINUTE.)

41. STEP 5:
PRESENT YOU APP IDEA.
(2 MINUTES.)

42. OUR LIVE BETA TESTING: NEXT14BUZZ.DE
http://www.next14buzz.de

43. OUR #NEXT14BUZZ TRENDWORD:
#killerapp

44. IF YOU ARE INTERESTED IN A
SIMILAR WORKSHOP WITHIN YOUR OWN BUSINESS,
FILL IN THE FORM.

45. MANY THANKS. #NEXT14BUZZ #KILLERAPP
STEFANIE.KUHNHEN@GRABARZUNDPARTNER.DE
MVDLUEHE@ADKNOWLEDGE.COM

46. IMPRINT.
The contents of this presentation are the intellectual property of Grabarz & Partner
Werbeagentur GmbH and are subject to the currently valid copyright laws.
No part of this presentation may be used, or reproduced in any means, or
transmitted to a third party, without the prior consent of Grabarz & Partner
Werbeagentur GmbH.