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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
Mobile User Insight
Guide to Creating a Mobile App User Success Story
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
Mobile User Insight
NOT • How to create the next
Angry Birds • How to beat the app store • Programming 101 • In-depth analysis on
admission ticket
IS • Give you the tools to make
informed app decisions • View of the user from
different angles • Address user needs
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
Financial Success Consumer Apps
Less than 0.01 Percent by 2018
Gartner
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
App Statistics (2013)
Smartphone App Statistics iPhone Android Blackberry Windows
Total app downloads 27,000,000,000 29,000,000,000 2,400,000,000 4,100,000,000
Percent of app users who have never paid more than $1 for an app
45 % 62 % 63 % 58 %
Average number of downloaded apps per phone 88 68 49 57
Total number of apps in store 905,000 (1.2m)
850,000 (1.3m)
130,000 220,000
(300k-400k)
Total app store revenue in 2013 $6,400,000,000 $1,200,000,000 $550,000,000 $950,000,000
StatisticBrain.com
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
PLANNING
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
Better Features <> Success • A better app doesn’t
always win • Competition can squash
your business • The app is only “nice to
have” • No word of mouth
trigger • Watch out for feature
creep.
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
Technology should never drive your objectives
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
How do you make $
• < 1% of apps are ‘Financially Successful’ • 90% of paid apps make less than $1,250/day
• $0.99 app makes < $ than in-app purchases
when free • Free: 10x the download number of paid • Free Candy Crush generates $946,788/day
Gartner
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
How do you make $
• 25% of businesses will have an enterprise app store within the next three years
• Enterprise apps are expected to generate around $40 billion of revenue by 2016
• 16% of worldwide developers are building mobile apps for enterprises
Vision Mobile
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
MASLOW’S HIERARCHY OF NEEDS
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
BASIC NEEDS Maslow’s Hierarchy of Needs
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
Cell phone owners
Pew, January 2014
90%
58%
32% 42%
Cell Phones Smartphones e-reader Tablet
American Adults
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
Cell phones make things a lot easier
65%
28%
26%
To stay in touch with the people they care about To plan and schedule their daily routine To be productive while doing things like sitting in traffic or waiting in line
Pew
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
Cell phone addiction
84% worldwide say they couldn’t go a single day without their mobile device in their hand
Pew, August 16, 2012
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
The Phantom
67% Of cell owners find themselves checking their phone for messages, alerts, or calls — even when they don’t notice their phone ringing or vibrating
Pew
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
Activities Statistics on Mobile Device Users Data
Percent who said their mobile phone is the first and last thing they look at each day 29 %
Percent who said they need to have the latest mobile technology 18 %
Percent who check their mobile device every 30 minutes or less 37 %
Percent who said they could only go a few hours without their mobile phone 34 %
Percent who said they prefer to communicate by text message 32 %
Percent who have asked someone on a date via text 20 %
Percent who say their mobile device make them better parents 65 %
Percent who would take their mobile device to work over their lunch 66 %
StatisticsBrain.com
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
Activities
Percent Who Use Their Phone While Doing Another Task
Driving a car 32 %
Playing with my children 35 %
Attending a party 37 %
Eating at a restaurant 36 %
Watching TV 61 %
Riding public transportation 36 %
StatisticsBrain.com
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
Time on Apps
168
127
58
TV Flurry (smartphone andtablet)
Experian (smartphone)
Time Spent
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
Usage • As of May 2013, 63% of
adult cell owners use their phones to go online.
• 34% of cell internet users go online mostly using their phones, and not using some other device such as a desktop or laptop computer.
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
Changing Social Interaction Younger versus Older
• Over 90 percent in every age group made fewer than 10 calls each day
• In the over 50 group, more that 80 percent send and receive fewer than 10 texts each day
• Young adults also use text messaging as their primary method of contacting friends – over 80 percent report texting as their preferred method
• Across the board, younger adults saw text messaging as more acceptable than older adults
• This isn’t addiction - this is social interaction
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
Know your tablet users too The tablet remains predominantly a consumer device. As tablets are mainly used on a WiFi connection and at home, it is arguable that they aren’t a mobile device. • IDC (March 2014): 89 percent to consumers in 2013, 11 percent to
businesses. The commercial percentage is expected to rise to 14 percent in 2014.
• ComScore (February 2013): 94 percent of tablet use is via WiFi. • Consumer Electronics Association (October 2013): only 29 percent
of US tablets are 3G/4G capable, and as few as 15 percent tablet owners subscribe to a data plan.
• Google (August 2012): tablets are mostly used at home as an entertainment device
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
Great Product
5% Rule
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
UX/UI - Design
• Sweat the small stuff • Never be cool for the sake of cool • Easy flow of navigation
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
Kill the Baby: Less is More
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
Animate with Class
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
Touch is Magic
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
UI/UX
• one handed—49%
• cradled—36%
• two handed—15%
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
UI/UX
Users Switch How They Hold a Mobile Phone
“The way in which users hold their phone is not a static state. Users change the way they’re holding their phone very often—
sometimes every few seconds.”
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
UI/UX
“The 49% of users who use just one hand typically hold their phone in a variety of positions.” • right thumb on the
screen—67% • left thumb on the
screen—33%
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
UI/UX “Cradling is the term for using two hands to hold a mobile phone, but using only one hand to touch the screen or buttons.”
Cradling—with a • thumb on the screen—72% • finger on the screen—28%
Cradling—in the • left hand—79% • right hand—21%
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
UI/UX “We traditionally associate two-handed use with typing on the QWERTY thumbboards of devices like the classic Blackberry or on slide-out keyboards.”
Two-handed use—when holding a phone • vertically, in portrait
mode—90% • horizontally, in landscape
mode—10%
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
SAFETY Maslow’s Hierarchy of Needs
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
Security
• Data integrity • Privacy • Spam • Info only necessary for user’s experience
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
Quality Code Matters
The user doesn’t care if there is a good reason why the app crashed
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
Support
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
How To
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
BELONGING Maslow’s Hierarchy of Needs
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
Build Connections
• Social • Shareable • Viral
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
Understand Your Customer
• People • Not all users are the same
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
Track Everything
• Analytics is not a crystal ball
• Data, data everywehre
• Wash, rinse and repeat
• Consistency is key
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
Metrics
• How many users? How many new? • Where? • What hardware/software are they using • Does any segment stand out • When are my app users most active • Which features are the most used? • Are users finding the features they need?
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
Metrics
• Is the new version of my app used longer than the previous one?
• Ratings? • Reviews positive? • Are users sharing my app with their peers? • When is my app being installed the most?
Why? • Do we have bottlenecks and timeouts?
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
Metrics
• Which users are impacted most by quality issues?
• Should I fix the problem now or wait for the next version?
• Should I focus on improving the features used most?
• Are there features nobody uses? • When should I stop supporting legacy OS
versions
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
ESTEEM Maslow’s Hierarchy of Needs
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
Make it Personal
• Flexibility • User preferences • Navigation history
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
Build in a Feedback Loop
• Suit their growing needs
• Throw away pre-conceived notions
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
Gamification
• Project management • Loyalty • Business goals
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
SELF-ACTUALIZATION Maslow’s Hierarchy of Needs
“What man can be, he must be.”
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
Short Bursts
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
WOW Factor
• Unique • Memorable • Spontaneous • Fun
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
App Discovery
• Incorporate into the usability of the app • Use app data to optimize app discovery • Solve a problem
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
Dynamic
• Continual updates/upgrades • Iterative improvements over breakthrough
innovations • Give users a reason to keep checking your app
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
What separates apps that make money and those that don’t?
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
What separates the fortunate from the failed?
• Developers whose apps earned at least $50,000 spent an average of – 14% of their total work time on publicity – average marketing budgets of $30,000.
• More than half the overall group (failed) – earmarked nothing for marketing – used less then 5% of their time on that aspect
of the business
App Promo
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
Marketing • Start early
– Huge launch is critical • Make friends • Build buzz • Get featured • Pitch the press • Intelligence gathering • Brand awareness - social • SEO (backlinks)
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
App Store
90% of app installs
10% of the apps
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
App Store • It doesn’t matter how good or original the app is,
it’s very likely only a few people will discover it and install it
• App rankings are based on install velocity, – so to rank high your app must generate a lot of
installs in a short amount of time.
• Being in the rankings can guarantee a quick burst of installs, – it won’t guarantee long-term success
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
App Store
• Snappy description
• Grade-A screen shots
• Optimize for search in the stores
• Ask friends to review
• Read and answer reviews
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
CHECKLIST
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
Checklist – Basic Needs
• Is your app simple? • Does it solve a problem? • Does it have one clear function?
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
Checklist - Safety
• Do you keep your user’s information private? • Do they feel secure? • Do you provide help?
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
Checklist - Belonging
• Can users communicate to other users? • Can they share their status? • Can they ask for help?
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
Checklist – Self-Esteem
• How well do you understand your users? • Is the app personalized to the user? • Do you measure/track everything? • Do you have achievement levels set up?
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
Checklist – Self-Actualization
• Is the app unique? Memorable? Spontaneous? Fun?
• Do you have an update/upgrade plan? • Is there a sense of discovery?
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
WRAP UP
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TechFest 2014 Mobile User Insight: Guide to App User Success – Judd Wheeler August 15,2014
Judd Wheeler
[email protected] in/juddwheeler @juddwheeler