The importance of User Experience (UX) in retaining your app users. This presentation shows app owners how to onboard and keep users. Includes statistics on current worldwide app and device usage and examples of successful apps.

1. APP RETENTION
UX & App Retention
Steve Brendish
2 Dam Creative
steve@2damcreative.com • www.2damcreative.com • @twodamcreative • #appretention

2. APP RETENTION
Creative Director

3. APP RETENTIONAPP RETENTION
App store
numbers
2,200,000
2,800,000

4. APP RETENTION
Time spent on apps
90% 25%
Females spend more
time on apps
45%
Time spent on on a mobile
device is on apps
People under 25
spend more time on apps
(but have 50% fewer apps)

5. APP RETENTION
App Revenue
2015
$45.37 Billion
2016
$58.21 Billion
2017
$76.52 Billion

6. APP RETENTIONAPP RETENTION
82%
of apps are deleted
after 1 useApp
Retention
Stats 91%
of apps are not used
after 15 days

7. APP RETENTIONAPP RETENTION
How many
Apps do
you have &
use daily?

8. APP RETENTIONAPP RETENTION
Why do
we use
these
Apps?
1. They save us time
2. They are enjoyable
3. They are useful
4. They are in our routine

9. APP RETENTION
Workshop your idea
Confirm the
goals
1
What is the
product & what
will it do?
2
Who are the
personas
3
What is the
business model
4

10. APP RETENTION
Workshop your idea
What are the
main features
5
Who are the
competitors?
6
What will be the
product evolution
7
How will you
measure success
8

11. APP RETENTION
Personas are
critical
1. Identify User Personas who are most likely
to use your product
2. Why and how will they buy or download it?
3. How and when will they use your product

12. APP RETENTIONApp Retention
©2 Dam Creative
Don’t
Design
For
everyone
When you design for everyone,
you design for no one.

13. APP RETENTION
Good User Experience Design is the process of enhancing customer satisfaction
by improving the usability and ease of use of a product
Enjoyable User Experience

14. APP RETENTION
Wireframing

15. APP RETENTION
User Interface
Ensuring every pixel, icon, typeface & colour matters

16. APP RETENTIONApp Retention
©2 Dam Creative
User
Testing
1. You don’t need a fully designed app for user testing – wireframe is fine for
starters
2. prepare the user for what they are about to do
3. Set up some user goals for your users to test
4. Make it clear to the user that you are testing the product and not them!
5. Encourage them to speak while they are using the product
6. The users should do this on their own
7. Have a moderator present
8. Have a set of questions for them to fill in when they have finished

17. APP RETENTIONApp Retention
©2 Dam Creative
Gather
Data
1. Put the data you have received into measurable answers
2. Resolve the issues that the majority of the users had.
3. Then concentrate on the issues that appeared only occasionally but
created a big problem.
4. Other issues should be prioritized based on their frequency of
occurrence and impact they have on users achieving their goals.
5. You will also learn what your users really love about the product,
6. And which features are not required

18. APP RETENTION
Make changes & test again

19. APP RETENTION
User Interface
Ensuring every pixel, icon, typeface & colour matters

20. APP RETENTION
App retention stages
On boarding
1
Ensure an
enjoyable and
intuitive user
experience
2
Engage with
your users
3
Analyse data &
reiterate the
product
4

21. APP RETENTION
Make on boarding simple

22. APP RETENTION
Know your target market
User
Experience
Understand their goals
Intuitive journeys
Minimal taps (clicks)

23. APP RETENTIONApp Retention
©2 Dam Creative 2017
Target Market - 1
Female 13 - 17 Rely on parents/
low income
Out with friends
Who Age Socio-economic How/when will they
use your product

24. APP RETENTIONApp Retention
©2 Dam Creative 2017
Target Market - 2
Who Age Socio-economic How/when will they
use your product
Female 18-25 $50 - $70,000 p/yr
On way to work,
nightclubs/bars

25. APP RETENTIONAPP RETENTION
Understand
their goals
1. To put make-up on using the
mirror with light
2. To take selfies and add
stickers
3. Take selfies with different
backlights

26. APP RETENTION
Intuitive journeys

27. APP RETENTION
Make referring rewarding

28. APP RETENTION
Ensuring every pixel, icon, typeface & colour matters
Thumb zone mapping

29. APP RETENTION
Look and feel
User
Interface
Clean & simple
Finger-friendly controls
Colour scheme
3

30. APP RETENTION
Thank you
Steve Brendish
2 Dam Creative
steve@2damcreative.com • www.2damcreative.com • @twodamcreative • #appretention

31. APP RETENTIONAMBIENT
COMPANY PRESENTATION
Mood
Boards
No matter how difficult your situation is, you
can get through it if you don't look too far into
the future, and focus on the present moment.
You can get through anything one day at a
time.

32. APP RETENTION
Intuitive Journeys