Practical APP-lications: Mobile App Planning and Analytics

PRACTICAL

John Kreicbergs General Manager - P3 Apps // Propaganda3

President // Kid Rocket Studios

@patchchord #aafkc

APP-LICATIONS

app /ap/

noun, Computers, Informal.

a self-contained program or piece of software designed to fulfill a particular purpose; an application, especially as downloaded by a user to a mobile device.

App Store: over 1,200,000 apps Google Play: over 1,300,000 apps


Average app use among U.S. adults (18+): 43 hours, 31 minutes/month

Source: Nielsen


Average app use among U.S. adults (18+): 43 hours, 31 minutes/month

Source: Nielsen

African-American and Hispanic adults (18+): 53 hours/month & 49 hours/month

Source: Nielsen

iPhone 6 Plus(actual size)

The average smartphone app downloader… • Has around 42 apps on their device • 87% claim they use less than 10 apps on a daily basis • 55% say they use between one and four apps • 32% report using between five and nine

Source: Nielsen

So why are consumers downloading apps?

Leisure or entertainment 53% of smartphone owners/59% tablet owners

Recommendation from a friend 48% smartphone owners/44% tablet owners

Source: Nielsen

Source: Flurry Analytics

Source: Flurry Analytics

Source: Altimeter Group

KA-CHING!


Premium App(one-time purchase)

}high friction

}high expectation

purchase


Free App(free download,

no in-app purchase)

}low friction

}low expectation

download


Freemium App(free to download,

has in-app purchases)

}low friction

}mixed expectations

download

YO DAWG. I HEARD YOU LIKE CUSTOMER ACQUISITION FUNNELS.

SO I PUT A CUSTOMER ACQUISITION FUNNEL IN YOUR CUSTOMER ACQUISITION FUNNEL SO YOU CAN MEASURE WHILE YOU MEASURE.

In-App Purchase(consumable, non-consumable,

non-renewing subscription, or auto-renewing subscription)

in-app purchase

BOULEVARDIA // Situation

CHALLENGES Festival’s first year No visual assets

No preconceived experience for visitors Festival within a festival (Taps & Tastes)

Bands & beers & vendors & food Unfamiliar environment for event

Boulevard team & event team & design team & tech team

BOULEVARDIA // Responsive Design

Desktop Breweries & Food Mobile Breweries & Food

Mobile “Learn More” Lightbox

BOULEVARDIA // App Planning

APP FEATURES Festival Announcements Entertainment Schedule

Festival Map Festival Information

Beer Information Photo-based Social Media Activation

Push Notifications Sponsor Recognition

BOULEVARDIA // App Wireframes

BOULEVARDIA // App Design

BOULEVARDIA // App Design

BOULEVARDIA // Launch Support

BOULEVARDIA // Social Media

BOULEVARDIA // At The Fest

BOULEVARDIA // Evolution

Quay Coffee Boulevardia KC Irish Fest Downtown Dazzle

A kid’s imagination is like a rocket.

These rockets are built from daydreams.

They’re fueled by a blatant disregard for the boring limits of adulthood.

They fly further than anything known to grownups.

There is no big red button.

There is only the spark that launches imagination.

REVIEWS “It’s marvellous.” AppsPlayground.com (UK) “Hiiieee-yaaah! Kung Fu Robot kicks his way onto iPad” | 05.22.2013

“A creative motion-comic with a real sense of fun.” The Guardian (UK) “20 best iPhone and iPad apps this week” | 05.24.2013

“Maybe not so educational… but well worth a look!!!” FunEducationalApps.com “5 Great New and Noteworthy Apps for Kids” | 05.31.2013

“Blown away by the original artwork and unique storyline.” iPadKids.com “Free App of the Day - Kung Fu Robot” | 06.01.2013

PARENTS Magazine November 2013

This Month’s Top 10 Favorites: Our Must-have, Must-See, Must-Do List

#10 Download the year’s best (free!) kids’ apps

Hundreds of new children’s apps came out this year. Our mission was to zero in on the releases that cost nothing yet offer plenty of fun. After hours of testing, here are our favorite freebies. Have them ready before your next road trip!

…

No. 9 - Kung Fu Robot With its vibrant graphics, this interactive comic book will wow the bigger kids. 8 years+, for iPad

Kung fu robot: Current Stats

over 250,000 downloads

United States

China

Saudia Arabia

Russia

United Kingdom

Australia

Canada

Turkey

United Arab Emirates

Other 8.1%

1.3%

1.3%

2.2%

2.4%

3.6%

4%

4.1%

22%

51%

13-17 18-24 25-34 35-54 55+

Age Distribution

Gender

Female 68%

Male 32%

ACQUISITION

downloadsWHAT TO CONSIDER

• promotional activities (paid, owned, and earned media)

• seasonality • rankings & features

HOW TO MEASURE

ACTIVATION have opened the app

ACQUISITION

downloads or installsWHAT TO CONSIDER

• 25% never open your app • 79% may give you a 2nd

try if it crashes on first run • 16% may give you a 3rd • immediacy of use

HOW TO MEASURE


ONBOARDING new user experience

ACQUISITION


• user registration flow • features walkthrough • content consumption

HOW TO MEASURE



ENGAGEMENT use frequency

ACQUISITION


• DAUs/MAUs • retention over time • app category • utility • entertainment value

HOW TO MEASURE



ENGAGEMENT use frequency

CONVERSION

$

ACQUISITION


• all of the above!

HOW TO MEASURE

Start with a plan.Be ready to trash it.

A production mindset is VERY different than a product mindset.Finish line or the starting line?

Momentum and traction are critical. Pace creates momentum; momentum creates traction.

Relationships. Relationships. Relationships. Identify your audience and build roads to reach them.

Study the dynamics of the marketplace.Not all stores and customers are the same.

What you measure is more important than how.Identify the metrics that matter and track them relentlessly.

Big numbers create big numbers.There are no shortcuts.

Money can buy installs. It also obscures the truth.

Know what the technology can and can’t do.Nothing can overcome a poor experience or story.

PRACTICAL

John Kreicbergs General Manager - P3 Apps // Propaganda3

President // Kid Rocket Studios

@patchchord #aafkc

APP-LICATIONS

Technology

Practical APP-lications: Mobile App Planning and Analytics