7 SECRETS TO APP SUCCESS

DECEMBER 2014

RELEVANCERELEVANCE

PERS

ONA

LISA

TION

E

MOTION GAMIFICATION CONNECTIVITY INTERFACE DESIGN I

NTENT

USERFOCUSED ENABLERS

7 SECRETS TO APP SUCCESS

CONTEXT CONSULTING

Our framework for app success encompasses seven dimensions, with relevance at the absolute heart.

We identified 6 additional factors that contribute to app success, all centred around either enabling users or focusing on the user themselves.

For millions of users, WhatsApp has revolutionised communication.

It enables instant content sharing across the globe, seamlessly. The combination of richer content and reduced price vs traditional text message has destroyed operator SMS revenues

Apps that continue to deliver relevant and inspiring content in an engaging way will impress users. However, the need must be met in the right place at the right time.

Y-plan delivers users relevant content when they need it and inspires users to then discover and experience something relevant to them.

It is important to continuously seek feedback from users and implement this in the development cycle. Any app that demonstrates enhanced functionality will lead to positive impressions of the app brand.

Facebook encapsulates this sentiment by continuously evolving and improving, learning from disruptors and deploying their ideas to Facebook’s vast global user base.

RELEVANCERelevance is at the core of everything, without it all the other components of the framework are redundant. A successful app must deliver an experience that fulfils a relevant consumer need or motivation.

Right contentRight timingRight way

The contextMake things possibleMake things simple

TrendsUser driven development

Create relevance Maintain relevance

CONTEXT CONSULTING

Linking the app to wider social networks in a way that brings like-minded users together creates a tribe mentality. The app Medium allows people to comment on stories, read the author’s profile and find out what they are currently reading.

Users can compete and challenge one another to increase participation and broadcast to a variety of social media channels.

Personal progress indicators encourage app usage, especially when competing with other users about a defined goal or target.

Strava engages cyclists and runners to push themselves to complete challenges and beat their followers with demanding goals.

Badges and challenge stats on the user profile are a bold expression of personal progress, enhancing competition between users.

Progression & accomplishment Sharing and creating ‘TRIBE’ mentality

GAMIFICATION

CONTEXT CONSULTING

CONTEXT CONSULTING

Social Apps Device

Quick and seamless content sharing allows users to easily curate and enhance their online persona. The network effect also increases user base through referral.

Connecting strangers without sharing personal details has become increasingly common. Tinder has united online and offline worlds by enabling near-instantaneous face-to-face contact in just a few taps.

Integration of apps within apps expands and enhances the relevance of the whole experience.

Uber’s integration into Google Maps is a good early-stage example. As the technology develops we will see smoother integration, such as single sign-on, and a consistent experience despite two apps interconnecting in the background.

Seamless experiences across devices will become expected, such as moving from a video call on a phone to a tablet without interruption.

The connected home will become smartphone-centric, devices and appliances will talk to each other to save the user time and effort. Update your calendar to leave work at 7pm; the freezer defrosts a compartment and the oven switches on in perfect time for your return.

CONNECTIVITY

INTERFACE DESIGNExponentially more powerful, smaller processors, faster mobile networks, and the trend for larger screens are causing a revolution in design. Simplicity is the ultimate aim, where the user can achieve 4 key steps in 4 motions.

CONTEXT CONSULTING

Animation can aid the narrative of the app by bringing to life the content and guiding the userin the app.

Exploitation of the z-axis enables apps to create a sense of depth and allow for an immersive and three dimensional experience.

Gestures provide an intuitive and efficient manner to reach a desired outcome through the app; it’s easy, simple and satisfying. Giving the user the option of the way in which they navigate the app is equally important. Offering a thumb focused menu or navigation is increasingly popular since the rise of larger screen sizes and tablets.

The use of icons is becoming increasingly popular across web and app design. With icons recognised at 30 milliseconds it is no surprise that they are replacing words, as app creators search for the key ingredients for a snappier user experience and attractive display to delight their users.

Flat design is key. Moving away from skeumorphic displays that contained drop-shadows and other outdated gimmicks.

Typically minimal, users are not distracted by unnecessary features.

Intent Machine to machine

Intent is all about intuitively and intelligently understanding users.

Anticipate user needs by appreciating their tastes and preferences before they have actually performed an action.

The proactive personal assistant, Google Now, anticipates users needs based on past behaviour combined with analysis with millions of other past choices made by other users, then makes recommendations and performs relevant actions.

Intent will become ever more present in apps as the M2M movement picks up speed and more and more things become inter connected – 10 billion mobiles will be connect-ed to 50 billion ‘things’ by 2020.

INTENT

CONTEXT CONSULTING

PERSONALISATION

In our connected world consumers, especially gen-Y, seek out individuality and want to stand out from the crowd, as well as be in control of how things work. Leading apps now allow users to customise content and experience based on their preferences, interests and mood. Users are able to filter content based on their desired settings, some are partly automated (e.g. based on location or time/date). Even simple changes such as customised colours and themes makes the app feel more personal.

Citymapper enables users to customise their personal travel settings in a simple and seamless way. As apps learn more about the user, personalisation becomes automatic.

CONTEXT CONSULTING

EMOTION Competitors can quickly replicate features and functionality, which results in a short lifespan for many of even the most pioneering apps. Build strong bonds with users by engaging with them on an emotional or ideally pysiological level.

Providing thrill and excitement will keep the user entertained and intrigued by ‘what might be next’.

Receiving positive reactions can release a dopamine surge, providing an emotional high.

Enabling discovery and creating relevant opportunities that will inspire users to experience the app.

Y-plan informs users about relevant opportunities to discover new experiences wherever they are.

Successful gamification builds an emotional bond through accomplishment and victory in competitive situations, resulting in a positive physiological response.

Strava is an achievement orientated app that challenges runners and cyclists to achieve a particular milestone.

CONTEXT CONSULTING

Thrill Discovery Achievement

Airport Countdown is your ‘airport guardian buddy’, ensuring your airport experience is reliable, stress-free and flexible.

Based on your tastes and preferences Airport Countdown will guide you through the airport, letting you achieve what you want without worrying about missing your flight.

Whilst also delivering location driven alerts and guidance, Airport Countdown gives you relevant information before you even think to search for it, from coffee shop discounts to gift ideas!

THE PROBLEM

ANXIETY FRUSTRATION STRESS

Reliable & important

information

Expert planning all of the time

Real-time information

Airport talks to me

Make the unfamiliar,

familiar

Understands your airport preference

IN CONTROL REASSURED STRESS-FREE EFFICIENT

THE EMOTION

THE SOLUTION

CONTEXT CONSULTING

“I find the experience at airports very stressful, I often come away feeling anxious, nervous and frustrated.”

APP CONTEXT

Customised preferences allow the user to see relevant icons and select what they want to do at the airport.

The app anticipates your journey at each element and shows a timer that counts down until boarding time.

User swipes seamlessly left to decline a service or right to experience a service.

The timer updates when the user has experienced particular services, updating in real-time to make sure the experience at the airport is as seamless and enjoyable as possible.

BOARDING PASS

CONTEXT CONSULTING

Swipe 2 find helps travellers to quickly and easily find new l things to do, experience and places to visit.

Users can swipe through various geotagged images of attractions, activities and sites. This builds up a profile of their tastes and preferences.

Images that are being presented are user generated content from key attractions but also less known and off-the-beaten track activities.

Users will never miss the unique, interesting and unexpected experiences wherever they are – whether it’s a completely new location or even a familiar place.

THE PROBLEM

ANXIETY FRUSTRATION STRESS

Location of local, interesting places

Understands my preferences

Playful discovery of new places

Helps me optimisetime on holiday

Provides local activity tips

Keeps track on where I have

been

IN CONTROL EFFICIENT AMAZED SURPRISED

THE EMOTION

THE SOLUTION

CONTEXT CONSULTING

I often look forward to going away for the weekend with friends discovering a new city. When I get back I often hear or read about the city I’ve just been to including things I’d like to have seen. I wish an app existed to help me get the most of the city!

APP CONTEXT

Swiping to the right provides a visual and intuitive way of indicating an interest in a particular site or activity.

The overview screen shows all the selected pictures allowing you to click on the image you want to go to next, or find out more about that attraction.

CONTEXT CONSULTING

Predictive apps Wearables Internet of things

Apps will become even more intelligent, giving the user a more personalised experience.

Big data and predictive analytics will be used to continuously and automatically tune the overall app experience keeping it relevant to your needs and lifestyle.

Will the development of wearables change the way in which we see, interact and use Apps?

Google Glasses and the Apple watch may change the way in which we interact or how we experience and interact with the information contained in the app.

Consider how the increasing connection of devices and objects will influence the way in which we use appsWill this increased knowledge of our behaviours be unnerving?

Or will it become just the norm and help to improve our daily lives. It’s going to happen whether we like it or not!

The Future

Philip Cooper

Context Consulting Ltd33rd floor, Euston Tower,

Euston Road, London, NW1 3DP+44(0)20 3463 8698

philip.cooper@context-consulting.co.ukwww.context-consulting.co.uk

Thank you!