Make your apps more engaging (/dev/world/2019)

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Tips for crafting great apps by designing for value, usability and motivation. Make your app more engaging Dr Zac Fitz-Walter | zacﬁtzwalter.com | @zacﬁtzwalter /dev/world/2019

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Hello! My name is Zac. @zacﬁtzwalter zacﬁtzwalter.com/dw19

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http://endlessrunnerx.com

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EAT MORE PIXELS http://eatmorepixels.com.au

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Engagement Reviews

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Why engagement reviews?

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The ability to engage people is one of the most important things in app design & development.

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49,139 app submissions in August 2019

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1,638 per day

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How do we stand out?

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Motivation

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Value Motivation Usability

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Value Motivation Usability Three pillars   of engagement.

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Use it to guide or review your app design and development.

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1. Understanding your value

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Apps are a means to an end.

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“There’s an app for that.”

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Identify the value Deliver the value Share the value

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Value

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What is the value of your app? Are you delivering that value? Can people share that value?

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Simple ways to get started

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Explain your value clearly.

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Advertising. Website. App Store. In the app.

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“Oﬃcially accepted in NSW.”

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Provide the value you promised.

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Make sure you check-in with your users and get feedback.

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1. Ask for a rating only after the user has demonstrated engagement with your app. 2. Don’t interrupt the user, especially when they’re performing a time-sensitive or stressful task. 3. Don’t be a pest. Apple Guidelines https://developer.apple.com/design/human-interface-guidelines/ios/system-capabilities/ratings-and-reviews/

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Allow people to share the value with others.

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What's the value for you?

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2. Improving Usability

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Good usability is a necessary condition for survival.

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People will leave if… 1. Your design is diﬃcult to use 2. If it is unclear what it oﬀers 3. If it’s easy to get lost

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Don’t wait until after you've developed the app to think of usability.

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You can get away with average usability if you’re the only app that provides a particular value.

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But it’s a dangerous game to play though.

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Usability is all about friction.

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The easier something is to do, the more we’re likely to do it.

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How long will it take me to reach my desired value?

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Download Sign up Pay Wall Tutorial

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Simple ways to get started…

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Minimise download size

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Photo Credit: 9to5mac

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Photo Credit: Twitter/ Mike Beasley

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Streamline sign up

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Do you even need users to sign up?

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Provide a free trial

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Minimise tutorials.

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Test early and often.

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3. Increasing motivation

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Various ways to motivate

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Gamiﬁcation Habit Forming Behavioural Economics Design   Thinking Rewards & Incentives Intrinsic Scaﬀolding Behavioural Psychology Emotional Design

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Gamiﬁcation

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To do list Exercise tracker Social network

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To do list Exercise tracker Social network

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Fitness Zombies, Run!

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~4 million downloads >29 million km run 3.7 million zombie chases Hon, A. (2017). Five Years of Zombies, Run! Available from: https://medium.com/@adrianhon/five- years-of-zombies-run-6e090ef3fe4 (Accessed 22 August, 2019).

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Education Duolingo

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Pajak, B. (2016). Which countries study which languages, and what can we learn from it? Available from: https://making.duolingo.com/ which-countries-study-which-languages-and-what-can-we-learn-from-it#fn:courses (Accessed 22 August, 2019). ~120 million users 19 distinct languages

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One of these is not like the others…

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But gamiﬁcation can be hard to get right.

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Gamiﬁcation Habit Forming Behavioural Economics Design   Thinking Rewards & Incentives Intrinsic Scaﬀolding Behavioural Psychology Emotional Design

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Simple ways to get started

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Notiﬁcations

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Discounts/Promos

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Empathy

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See my 2016 /dev/world talk: Designing Engaging Motivational Apps

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Value Motivation Usability Three pillars   of engagement.

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Inspire your future apps

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Review your apps

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Want more?

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Dr Zac Fitz-Walter http://zacfitzwalter.com/dw19 Dr Zac Fitz-Walter | @zacfitzwalter | hello@zacfitzwalter.com | http://zacfitzwalter.com