If you've decided that an app is the best course forward for you company, how can you make sure it's a success? An app that satisfies customers and adds value to your business needs to be well though through and considered. Our presentation covers the key steps during app planning and development.

1. HOWTOPLANANAPP

2. WHYAPPS?
Convenience – no need to open up the internet
Front of mind – always on the screen
In-phone features – camera, torch
Don’t always need an internet connection
If you are trying to decide between apps and mobile sites, see our article
“Making the mobile move”.

3. STEP1: WHY AREYOUDOINGIT?
Someone is shouting at
you to do it (with no good
reasons), or
You want to give your
customers a better
mobile experience

4. 4 QUESTIONSTOASK
1. Is there a business need for it? (“To look good” is not a real
answer!)
2. Will it improve the service/provide value to your
prospects/customers?
3. What are you trying to achieve with it?
4. What do you expect users to do with the app?
If you can answer these without fooling yourself, then the app will
be more likely to succeed.

5. STEP2: RESEARCH
• What are your competition doing? Is there an
opportunity for competitive advantage?
• Survey clients – would they use an app?
• What content will the app contain? What would work
best?
• What platform – iOS, Android or Windows?
• Ongoing support for the app – how much will it cost?

6. STEP3: BRIEFINGAN AGENCY
GOODBRIEF=REALISTICCOSTSANDTIMINGS
Remember to include:
• A description of your company and what you do
• Summary of your research
• Needs the app is meeting
• Outline the functionality the app should have
• Budget and timeframe

7. STEP4: WORKINGWITHANAGENCY
• User experience is paramount in apps – don’t get carried
away with design.
• Consider producing one platform at a time.
• Test the app thoroughly – test on lots of devices and ask
clients to give you feedback.

8. STEP5: APPROVALANDLAUNCH
• Each app store has a different review process.
• You will not be able to choose the go live date.
• Your app can be rejected:
– Technical errors
– Not useful
– Not following UX guidelines

9. STEP6: MARKETING
• Difficult to be found on the store as there are hundreds of
thousands of other apps.
• Direct campaigns, e.g. email, are good for spreading the
word.
• Advertise it – website pop-up, email signature, social
networks, marketing materials and online advertising.
• Get feedback so the app can be refined and improved.
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