how to make a top quality app - extended version
DESCRIPTION
This presentations outlines all the steps and decisions you need to follow to make an app the people will actually love and use. It includes questions to ask yourself, your developers and tips for concept optimization and user testing. Includes pitfalls to avoid, user expectations, case study examples. The presentations uses examples from the travel and tourism industryTRANSCRIPT
Mobile strategy workshopFundamentals for travel companies
Tine Thygesen, CEO of Everplaces
@everplaces
User generated mobile travel tips. Used in 95 countries by food and design lovers.
Strategy and mobile apps for travel and DMOs
Hi, I am Tine Thygesen@tahitahiCEO of Everplaces
Mobile Options
loyaltyawareness
Profile on Maps and LBS
Mobile optimized website
Own app: Native
Own app: HTML5
Get into others apps
Mobile strategy’s million dollar question. What are you trying to achieve?
loyalty awareness
When people search for you or stumble upon you the information needs to be easily readable, if not people instantly leave again.
A mobile optimized page increases visit time with up to 2 minutes (IAB)
YES✓ Cheapest and fastest✓ First step to start being mobile friendly✓ Works on all feature and smart phone
NO- Tends to becomes messy, too much info- Less deep interaction
Awareness: Mobile search, ads, browsing
Responsive design makes information accessible in all screen sizes
Loyalty and sharing
52% use apps in-destination:
‣ 94% research things to do‣ 75% search for restaurants‣ 80% for maps and directions
Investing in giving guests a better experience gives you social media shares and word of mouth, therefore it can generate increase awareness indirectly.
A little sharing does a lot
‣ 1727 downloads
‣ 1813 favorites / 2:15 min
‣ 56 Facebook share. Effect (56 x 312 friends) = 17.427
Most use apps
Native apps are build directly for the operating system; Android, iPhone, Windows or Blackberry. Native is best for deeper engagement
YES✓ Can work offline✓ Distribution✓ Faster✓ Functionality/design✓ Built in features: camera and GPS✓ Best for sharing
NO- More expensive, longer to build - SEO- Frequent updates can be a hassle
Native apps
‣ You choose mobile strategy based on your objective: Awareness (new customers) or Loyalty (higher margins)
‣ Responsive design / mobile optimized important to reach new customers.
‣ Native apps are better for loyalty and return visitors
Recap
Seven strategic steps to make an app that works
Find a solid problem to solve
Magazine/ iPadInspiration, dreaming, relaxing, in my own time
WebsiteInform, assist, inspire, brand, explain, transact, complex
MobileAction, research, now, find, share, do, fact check, personal
Must be suitable to natural form
STEP 1
Existing problem or use case, and actually useful
Novelty features like Augmented reality and QR codes are great in concept, but we have yet to see real success using them
Decide your goalSTEP 2
• Awareness: Apps only work for awareness if indirect, so through social spread. See loyalty,
• Loyalty: Improve stay with information, happier visitors, increased margins, returns
• Generate UGC: Gives indirect awareness via social, builds trust, create build photo library
Examples of useful, loyalty creating apps
Convenience Friendly Personalized Rewards
First we decide what the application should be able to do, which problems does it solve.
It needs to be✓ Obvious & Easy to use✓ Fast performing
The we prioritize and take away most features till we’re left with a simple concept. Most apps fail the very first time people open them. Because too much functionality
✓ Simple
User experienceSTEP 3
Mountain High app for your next ski and snowboard experience.
User interface design (UI)
Yahoo weather app Spies travel agency
STEP 4
Design is a deal breaker on mobile, because it has such big impact on the user experience. In the last few years the bar for good design has risen dramatically.
Too much choice
VisualizeEvery click required effort, work to reduce the amount of required effort from the user to make it as easy as possible to get an overview.
You have one chance to capture people: the first time they open the app. 48% of people who have a negative first experience is less likely to open the app again
What will the user do the first 30 seconds?
1) App needs to open in 2 seconds
2) Open on overview screen or a clear use case
3) Test what people press
4) Reiterate. Hide or cut other features that confuse. Eradicate dead loops
Make a killer landing experienceSTEP 5
• Favorite function• Useful information: programme, deep info, dictionary or maps• Deals or offers• Encourage internal contact, like newsletter / fb like
Give people a reason to come backSTEP 6
• Make actions that instill pride, achievement, self image or helpfulness sharable. Pre-fill text and make easy
• Consider integration social media streams
• Consider reviews or star rating function
• Encourage Instagram/ Twitter engagement
Sharing from mobile
STEP 7
‣ Likes ‣ RT‣ Repin
Tip: Light actions are key on mobile
Trustworthy means transparent• Photos that are reliable (ok if primary image is photoshopped, but add additional) • Descriptions mention both the positive and negative • Make it clear why these places are recommended• Additional info: like 360 degree view, floor plan, info• Use external contributors
- Bloggers or local heroes- UGC- Feeds from external sites
• Ability to rate, like and comment
Optimizing your content for credibilityToday’s hottest commodity is insider tips, and the general trend goes towards authenticity
Work smarter; show same content many places
Central CMS(Tellus)
You
UGC
Other media
Same content shown on your website via widget
interactive display of same content on-location
Economics
Commissioning your apps
It easily costs 500,000kr, and takes 4 months plus specs to build a complex top tier app. But that’s very rarely required! Don’t be talked into functionality you don’t need. You can use app building platforms if you select the purpose carefully, prices from 30,000kr
Functionality that should be faster and cheaper‣ Same info for all users‣ Content filtered by location‣ Locally stored / hardcoded. ‣ One way sync that needs a backend, like places /events, ‣ External feeds
Functionality that’s expensive‣ 2 way interaction, like comments and user interactions. ‣ Integrations with your database‣ User accounts, personalization, ‣ Augmented reality, games etc.‣ Multiple languages done well
‣ New technology makes it possible to re-use the base code
‣ Reduces time-to-market from around 4 months to 4-8 weeks
‣ Reduces cost by about half.
‣ In our case, we specialize in visual travel and location-based apps focussed on maps
‣ Enables custom apps centered around your property, your experience and offer personal service
The new app-making engines
Pitfalls
‣ Outsourcing to cheap countries‣ Under quoting complex features‣ Saving money on design‣ Agencies & web people with limited mobile experience‣ Changing your mind along the way‣ Not budgeting for maintenance and upkeep‣ Expecting no iterations
Commissioning your apps
Thank you!
Mobile & User Generated Content
StrategyProduct design
DevelopmentTraining
everplaces.com/business
Bonus: Three opportunities to engage and be useful in-destination.
RoutesCycling, trails, road trip
InterestBeaches, organic farms, food, historic
Demographics For families, romantic spots, gay
PracticalDirections/ Emergency/ Travel phrases
Tailor each app to a specific target group
Films Sound of Music, The Killings, Da Vinci Code
Fame Beatles Liverpool, HC Andersen’s footsteps, Tudor England,
FestivalsFood & Christmas Markets
Use the momentum created for you
Awareness is the most expensive part of marketing, so if you have waves already created, make sure to capitalize with an app that can engage deeper
Food festivals bring people and revenue to the city
China, now the biggest travel spender