How to Make a Useful Mobile ApplicationHow to make a useful mobile application? There are over 1.6 million mobile apps on Google Play, and new ones are added daily. Developers continue to create services and tools, many of which use innovative technologies (geolocation, virtual reality, augmented reality and NFC).
But the bright design of the application is not a guarantee that the new development will be useful. Even if the download statistics are impressive at first, after a few weeks’ no one may need the app. As a result, commercial goals were not achieved, and the developer company did not help in any way to make the life of the target audience easier.
The developers of Primer (an application that introduces marketing strategies in less than 5 minutes) conducted research on their audience.
It was found that 97% of US residents aged 25+ do not spend time learning new skills at all.
According to the respondents, it is extremely difficult for them to tune in to study, since they view education as something very remote from everyday life.
Therefore, Primer was supposed to be the most user friendly app to allow users to run it at the appropriate time, when they are most open to new knowledge. For example, when they are waiting for the start of a meeting or standing in line for a cup of coffee. At such moments, in order to occupy themselves with something, people most often take out smartphones.
How to Make Usability a Design Priority?
Think Like a User, Then Work On The UX.
The Primer mobile app developer focused on three main categories of users. Active – users who need to quickly find specific lessons. Curious – those who want to learn something, but have not yet decided what exactly. Passive users who simply want to flip through the pages of the application.
By design, the Primer experience was to take into account the interests of all these people. A search functionality has appeared, with the help of which active users can find what they need, and thematic sections (“advertising” and “content”) so that the “curious” can immediately determine the desired topic. In the Featured section, there are five tutorials for low-key users.
Remember, Users Are Real People, Not Demographic Data
Primer is a B2B tool, so the idea of the target audience was based on data such as the size of the company or industry. Initially, the developers focused on employees of various startups. This made sense as this target group required specific marketing knowledge. These people understood what exactly they needed to master and what knowledge they needed. In other words, startups were seen as the most accessible target group.
But after launching and testing a minimum viable product (MVP) product, the creators of Primer came to the conclusion that their target audience is somewhat broader than previously thought, and that it now includes employees of large brands. These users were more in the category of “curious” and “passive”, however, this group was dominated by an entrepreneurial mindset, and this is their similarity to the startup audience.
Due to the fact that the developers of the application initially focused on data from commercial organizations, other target groups were not taken into account, and the fact that the interests of people, rather than companies, should be taken into account first. The developers changed their approach: in the end, marketers of any company (regardless of direction and scale) became the audience for Primer; and the UX of the app was designed to help find new topics to learn.
All Situations in Which the New Development Is Useful Must Be Taken into Account
On the surface, Primer appears to be an application that answers questions from the application marketing domain. The most obvious promotion strategy in this case would be to offer a Primer in situations where people have similar questions (tuning search ads to relevant queries). But the developer of the application did not lose sight of the fact that many viewed Primer as a way to spend their free time with benefit. This opened up new marketing opportunities. Further research was conducted to find out how much time people would agree to spend on the application, after which targeted advertising campaigns were carried out during these time periods.
It Is Worth Working On the Effectiveness of the Application After Launch
The Primer mobile app developers were aware that the combination of efforts aimed at attracting and retaining customers will be decisive for the subsequent development of the application. Content marketing and paid advertising were used to drive engagement to increase download volumes. But customer retention is a bit different. To do this, we used re-engagement strategies (email marketing and notifications). But the most effective retention strategy is to improve the user experience by making the app more usable.
Ultimately, the customer-centric design allowed this B2B app to reach a larger audience than originally planned. Six months after the release, the number of Primer downloads exceeded 650 thousand, users spent more than 80 thousand hours on the application, and the rating in both the App Store and Google Play reached 4.5.
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