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Behind the Curtain: Secrets of Mobile Application WizardryA jaw dropping 80% of iPhone and Android apps have hardly any active users. Tens of thousands of developers and hundreds of thousands of mobile applications have gotten it wrong. But mobile apps done right can provide unprecedented value to users and rapid transformations of businesses. Gilt Groupe, USAA Bank and Pandora can attribute much of their recent success to their mobile applications. The biggest barrier to success? More is absolutely less. As Mark Twain famously said, “It would have been shorter if I had more time.” With seemingly infinite options of features, ‘what’ and ‘how much’ is the hardest part of development. This presentation will provide a detailed unbridled view into the strategy and creative process of creating a compelling, successful mobile app by finding the right balance between business objectives content, design, functionality, and concept.
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0 © 2011 Razorfish. All Rights Reserved.
BEHIND THE CURTAIN:SECRETS OF MOBILE APPLICATION WIZARDRYMARCH 2011
#Appwiz
BEHIND THE CURTAIN:SECRETS OF MOBILE APPLICATION WIZARDRYMARCH 2011
#Appwiz
1 © 2011 Razorfish. All Rights Reserved.
INTRODUCTION
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WHAT WEWHAT WEWHAT WEWHAT WE
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Value of mobile is amplified by channel & connective tissue dualityPotential to deliver unprecedented value to both consumers and businesses
WEB APPS MESSAGING X-CHANNEL
SOCIAL
LOCATION
COMMERCE
SEARCH
CONTENT
CHANNELS
FEATURES/B
EHAVIO
RS
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Applications will have largest impactTech giants, publishers & brands have declared….
Success of their business depends on success in mobile
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CONSUMERS VALUES ONE THING THE MOST…
SCALEENGAGEMENTTARGETINGMEASUREMENTVIRAL SHARING TRANSACTION3/12/2011 7
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Mobile has a 95/5 rule; very few are successful
FAILURESUCCESS
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IT IS
HARD,AND HARD IS
GOOD
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Emerging human behaviors matter
IN THE WWW OF PEOPLE,
Process should prioritize purpose instead of repurpose
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OLDCREATE SKUNKWORKS AND
INNOVATION LABS ON THE EDGE OF THE FIRM AND THEN ABSORB THEM
WHEN THEY START TO WORK
NEWSTRUCTURE THE EDGE SO IT CAN PULL THE CORE TO THE EDGE
S-curveStable over decades
(few real changes in 60 years)
Rapid set of punctuated moves(potentially never ending)
App development should be considered a continuous process
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BEST PRACTICES
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THER
E AR
E
BEST PRA
CTICES
� Too early for any best practice to be gospel
� Everyday there is an opportunity to define best practices
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� Experience needs to be somewhat familiar
� Similar to fashion design, small change as people want to be different but not too different
� Don’t confuse the user
and
DIFFERENTIATEPROCESS
Evaluation metrics should be leveraged for features, functionality and design
EfficientPrioritizes performance minimized navigation paths, personalized and contextualized communications
EngagingDeepens relationship with consumer and provides moments of unexpected utility/playful interactivity
ExperientialOffer robust set of utilities within an intuitive interface; cross-channel touch points become more interactive
Always On Provide a real-time, proactive and notification-driven resource
OpportunisticLeverage more advanced functionality of handset and new consumer behaviors, with data supported iterative updates and enhancements
MalleableIs sustainable over time, accommodating different messages and products without sacrificing scalability
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