140506 next14 app_prototyp

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�

������

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�

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

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�  

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�

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

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�

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)�    

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�    

SOME APPS THAT ALREADY SURPRISE US!�

BEST PRACTICE ATALANDA: �• LOCAL SHOPPING PORTAL�• SAME DAY DELIVERY�    

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�    

THESE APPS WORK�BECAUSE THEY ALL SATISFY NEEDS.�

THESE APPS WORK�BECAUSE THEY ALL SATISFY NEEDS.�

PSYCHOLOGICAL NEEDS.�

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 �

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

THE (SIMPLIFIED) NEUROPOWER GRID.�

NEED 1: TRIBAL SPIRIT – BELONGING�

THE SIGNIFICANCE OF TRIBAL SPIRIT.�

NEED 2: CREATIVITY – SELF EXPRESSION�

WHAT DO CHOCOLATE AND �FACEBOOK HAVE IN COMMON?�

Source Bloomberg welt.de�

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

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

NEED 3: ENTREPRENEURIAL SPIRIT – ACHIEVEMENT�

NEED 4: EMOTIONAL INTELLIGENCE – CONNECTION�

NEED 5: PATTERN RECOGNITION – LEARNING�

NEED 6: VISION – FUTURE HOPE�

PLACING TODAYS SOCIAL PLATFORMS�ON THE NEUROPOWER GRID.�

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

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

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 �

EXERCISE�

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�

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�

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  

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�

STEP 1:�BRAINSTORM AND PICK ONE APP IDEA.�

(10 MINUTES.)�

STEP 2:�USE THE BUSINESS MODEL CANVAS�

AND THE NEUROPOWER MODEL�TO DESCRIBE THE IDEA�

(25 MINUTES.)�

STEP 3:�DESIGN AN APP ICON.�

(5 MINUTES.)�

STEP 4:�PICK ONE PERSON TO PRESENT YOUR APP IDEA.�

(1 MINUTE.)�

STEP 5:�PRESENT YOU APP IDEA.�

(2 MINUTES.)�

OUR LIVE BETA TESTING: NEXT14BUZZ.DE�

http://www.next14buzz.de ��

OUR #NEXT14BUZZ TRENDWORD:�

#killerapp �

IF YOU ARE INTERESTED IN A �SIMILAR WORKSHOP WITHIN YOUR OWN BUSINESS,�

FILL IN THE FORM.�

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

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.�

�