Building_Sustailable_mobile_apps.pdf

Transcript

1. RAJESH KHETAN Product Engineer @GoJek Building Sustainable Mobile Applications
2. Statistics Play Store has ~2.7 million apps. App Store has ~2 million apps.
3. Statistics Average user has 50-100 apps installed. Uses only 10-15 every week.
4. Why we’re here ? With OS updates, dynamic market conditions, and regularly increasing competition, several apps become irrelevant quickly. We wanted to understand : What leads to strong app engagement? What leads to app deletion? What apps can do to not only survive in the early days, but sustain over the long term.
5. 1.Who you are
6. “To perform your activity in the world, to be successful in whatever you are doing, to do anything well in your life, you need clarity not confidence “ -Sadhguru Be obvious about what you’re going to do and then completely deliver on that.
7. “A good first impression can work wonders“ -JK Rowling First Impressions Matters - simple and clear purpose - deliver purpose immediately. - invest in building a brand identity
8. “Simplicity is the ultimate sophistication“ - Leonardo da Vinci Less is more - Focus on perfecting the core feature of the app first - Minimal effort to start and get going - Lot of features can be confusing
9. “ Your North Star Metric is a critical part of aligning your team to drive rapid and sustainable growth“ North Star Metric - Should we write a new feature? - Remove a feature? - Fix a bug? - Design a user interface? - Change pricing? - Hire a customer support person?
10. “ Your North Star Metric is a critical part of aligning your team to drive rapid and sustainable growth“ North Star Metric - Capture the core value that your product delivers to customers . - Quantify this value in a single metric.
11. 2.Design
12. “Good Design is good business“ -Thomas Watson Jr. Design your app to drive conversions
13. DO DONT - Show the value of your app upfront. - Easy Navigation
14. DO DONT - Provide users with clear benefits before asking them to register - Ask to register only if it's essential.
15. DO DO - Create frictionless transitions between mobile apps and the mobile web.
16. DONT DONT - Create frictionless transitions between mobile apps and the mobile web.
17. 3.Quality
18. “Before apps can be sustainable they need to be usable“ - Ralph Johnson Quality problems cause anger - Users are highly sensitive to usability and quality issues - The main cause for early app deletion - Expectation for paid apps are higher
19. “People are not just buying services or products, but an experience“ User deletes app due to: - Excessive storage usage
20. “People are not just buying services or products, but an experience“ User deletes app due to: - Excessive storage usage - Excessive battery usage
21. “People are not just buying services or products, but an experience“ User deletes app due to: - Excessive storage usage - Excessive battery usage - Excessive data usage
22. “People are not just buying services or products, but an experience“ User deletes app due to: - Excessive storage usage - Excessive battery usage - Excessive data usage - Security concerns
23. “People are not just buying services or products, but an experience“ User deletes app due to: - Excessive storage usage - Excessive battery usage - Excessive data usage - Security concerns - Reliability
24. 4.Personalize
25. “I think every internet user likes personalization” -Ma Huateng Personalize while keeping the user in control - Personalization makes users more emotionally attached to an app over the long term. - Users want to remain in control of what data the app is accessing and how that data is being used
26. “I think every internet user likes personalization” -Ma Huateng 3 types of data collection - Demographic (who your users are) - Contextual (device, location and time) - Behavioral (actual behavior of the user)
27. 5.Releases
28. “You can’t get to where you want to go by standing still“ Don’t stand still or run too fast - Users expect apps to evolve but at a pace that doesn’t make them lose control or comfort with the app . - It’s important to establish a balanced pace of change which will suit the majority eg : Don’t change the complete design over night
29. “You can’t get to where you want to go by standing still“ Optimize your feature releases - Use beta testing to gather user feedback - Find potential flaws and ensure technical stability in your alpha and beta apps.
30. “You can’t get to where you want to go by standing still“ Optimize your feature releases - Run app A/B experiments - Measure acquisition & retention to monitor impact - Use feature toggles
31. 6.Become part of user’s ecosystem
32. “I can check my messages and social updates on my watch, making it easier to use at work” Users value tech compatibility. App should be compatible - with devices (wearables etc.) - with features (calendar, location etc.) - with 3rd party apps.
33. “I never get bored of apps that allow me to connect with people. Obviously social media apps are great, but even my fitness tracker app provides that connection to others.” Users value apps that foster social interactions - Apps that bring user closer to others. - Social options will only work if they are build on the core purpose of the app .
34. 6.Communicate with your users
35. “Customer service should not be a department, it should be the entire company” Don’t treat service as an afterthought - Should be in-house. - Human to human interaction - Track what features your users want - Should have sessions with customers - Send messages, surveys and announcement - Write blogs
36. 7.App Size
37. “Of course size matters. Not everyone is Rich” App size matters a lot for emerging markets
38. 8.Localization
39. “If you talk to a man in a language he understands that goes to his head. If you talk to him in his language, it goes to his heart” - Nelson Mandela Localization is a broad spectrum - Translating text - Customizing characters - Changing the in-app experience for different markets.
40. Building sustainable app is about clarity of purpose, intuitive and reliable services, balanced pace of updates, integration within their ecosystem, delivering personalization with control, localization.
41. THANK YOU References : https://medium.com/googleplaydev https://developer.android.com