CREATED BY Aeropostale Norwegian Cruise Line Avios Caché ConEd jetBlue Best Western Omni Hotels Ritz Carlton M&S Tesco Finder FedEx ASOS CVS/Pharmacy John Lewis IBX Aeropostale Norwegian Cruise Line Avios Caché ConEd jetBlue Best Western Omni Hotels Ritz Carlton M&S Tesco Finder FedEx ASOS CVS/Pharmacy John Lewis IBX Usablenet // Apps Fact Sheet — June 2013 pg. 1 A Guide to Great Apps A USABLENET PERSPECTIVE Almost by definition, and certainly by original intent, apps are an add-on, a means of extending the functionality of a mobile device. However, as the market for smartphones and tablets has grown exponentially, and the competition for customer engagement at home, in store, and on-the-go grows ever stronger, apps have been shown to have extraordinary strategic value, both to the consumer and to marketers. For consumers, the number and types of apps they download and use help to define their likes and lifestyles. The highest-value apps are the ones that enable consumers to engage with a brand when they want, how they want, and where they want — and make it easy to achieve their goals, whether it’s making a purchase, finding information, or connecting to others. For brands, apps have emerged as a key component in the multichannel universe. It’s not enough to simply have a mobile or tablet site; consumers now demand apps that deliver special features and services that enhance the value of all the brand’s digital touchpoints. Where a site is essentially a virtual storefront, a well-designed app puts the consumer’s needs and goals directly at their fingertips. What, then, makes for a well-designed app, and just how important is it to a company’s revenue stream? Let’s handle the second question first. 28 W. 23rd St, 6th Floor New York, NY 10010 e: [email protected]+1.212.965.5388 www.usablenet.com twitter: @usablenet
Transcript
CREATED BY
Aeropostale
NorwegianCruise Line
Avios
Caché
ConEd
jetBlue
Best Western
Omni HotelsRitz Carlton
M&S
Tesco Finder FedEx
ASOS
CVS/Pharmacy
John Lewis
IBXAeropostale
NorwegianCruise Line
Avios
Caché
ConEd
jetBlue
Best Western
Omni HotelsRitz Carlton
M&S
Tesco Finder FedEx
ASOS
CVS/Pharmacy
John Lewis
IBX
Usablenet // Apps Fact Sheet — June 2013 pg. 1
A Guide to Great AppsA USAblenet PerSPective
Almost by definition, and certainly by original intent, apps are an add-on, a means of extending the functionality of a mobile device. However, as the market for smartphones and tablets has grown exponentially, and the competition for customer engagement at home, in store, and on-the-go grows ever stronger, apps have been shown to have extraordinary strategic value, both to the consumer and to marketers.
For consumers, the number and types of apps they download and use help to define their likes and lifestyles. the highest-value apps are the ones that enable consumers to engage with a brand when they want, how they want, and where they want — and make it easy to achieve their goals, whether it’s making a purchase, finding information, or connecting to others.
For brands, apps have emerged as a key component in the multichannel universe. it’s not enough to simply have a mobile or tablet site; consumers now demand apps that deliver special features and services that enhance the value of all the brand’s digital touchpoints. Where a site is essentially a virtual storefront, a well-designed app puts the consumer’s needs and goals directly at their fingertips.
What, then, makes for a well-designed app, and just how important is it to a company’s revenue stream? let’s handle the second question first.
The State of the Appconsider these statistics about the widespread availability
and use of mobile apps:
u U.S. consumers spend more than 2.5 hours/day on smartphones and tablets.
u A comScore study confirmed that apps account for four out of every five mobile minutes.
u there are approximately 775,000 apps in the iOS App Store and nearly 700,000 in Google Play (techcrunch, 2013), and eight new apps being launched each day on iOS and Android devices (Flurry, 2013).
now contrast those eye-popping figures with these, which indicate that marketers are not effectively exploiting the app opportunity:
u Only 62% of the Fortune 100 offer a publicly available app (comScore, 2013).
u the average rating for an app is between 2.9 and 2.2 stars (out of 5) for the iOS App Store and Google Play (techcrunch, 2013).
u the most common reasons for negative reviews are lack of features (26%), crashes (23%), and poor design (16%) (Xtreme labs, 2013).
it seems clear that in the case of apps, consumers are leading the way; they have demonstrated a preference for multichannel engagement and are utilizing apps to achieve their goals. it is up to marketers to recognize that while consumers are demanding apps, they are also discriminating apps users. in other words, just offering an app isn’t enough — it has to be a good app.
the good news is that an app that satisfies consumer needs by providing seamless and compelling user experiences with exclusive content and services not available on public sites will build stronger customer relationships for the marketer, as well as increased revenues and stronger multichannel identity.
User Preference by Task
infographic can be found at: http://contently.com/strategist/2012/06/13/mobile-apps-vs-mobile-websites-infographic/
When conceiving and designing apps it is important to have a customer-centric focus and consider the app within the context of the overall multichannel user experience. An app is not the place to scrape the public site; it needs to provide a unique set of features and functions that help users with their goals.
the Walmart app is a good example of this approach. the app is designed to function in two modes: at home and in-store. the at-home mode delivers weekly ads, upcoming sales, and personalized coupons based on the user’s demonstrated shopping habits. the in-store mode, which is triggered by GPS, automatically prompts the user upon entering the store. the app helps direct the user towards store-specific deals, while the new “Scan & Go” function invites shoppers to scan their intended purchases as they go through the store to help them stick to their budget and manage their shopping list.
Apps are a commodity: users download them when they are needed, and there typically is a specific use case that establishes the app’s functionality relative to that need. the mistake that
marketers make most often is ignoring the use case — how will the app help solve a customer’s immediate needs?
When developing the use case and requirements for apps, brand owners should consider the following:
u What’s the app and what will it deliver? What business problem and/or customer pain point will the app address? For a customer to download and keep an app, it must serve a useful function; it should also feel like a natural extension of the brand and its overall value proposition.
u Where and how will the app be used? Smartphone only, tablet only, or both? At home, in store, on the move? is it designed to be transactional, social, or entertaining?
u How will you build and deploy the app? Will it be an HtMl 5 web app, a native app, or a hybrid? Will you use push notifications? Will it leverage resident mobile functionality (e.g., GPS, camera, Qr scanner)?
The Ritz Carlton Hotel developed its mobile app for iPhone and Android,
with the intention of providing maximum usability for its mobile customers
before, during, and after their stay. It initiates an experience even before the
guest is onsite and continues after they leave the property by offering both
“At Home” and “At Hotel” modes.
The “At Home” mode (which is
also an “on the go” mode)
provides all of the essential
information and functionality
expected from a hotel website,
such as booking reservations,
finding hotel information,
checking member rewards, and
the ability to contact the hotel.
The “At Hotel” mode was
designed to enhance the hotel
experience during a customer’s
stay, delivering targeted content
unique to each individual
property. The app engages
on-property users with unique,
timely, and relevant offers and
promotions; proactive push
notifications; QR scan codes that
provide dynamic content; and
location-based travel tips.
The new Best Western mobile app stands out in its ability to integrate with
other mobile functionality already incorporated into both the desktop and
mobile sites. Users are able to get to local content quickly via the “Find hotels
near me” function, as well as access the full range of app capabilities by
viewing the main menu which
contains the navigation to key
areas such as Best Western
Rewards log-in, ability to make
reservations, access favorite
location lists, do trip planning
and find nearby reservations,
attractions and more. Users can
also tap into integrated
TripAdvisor reviews and
Bing-powered mapping
capabilities. The app offers an
array of customer service options
such as “click to call” and connect
with Best Western via a number
of social networks. Best Western
has a loyal customer following
and by integrating the Best
Western Rewards program into
the app, members have access to
their account information and
unique rewards while on the go.
Usablenet // Apps Fact Sheet — June 2013 pg. 4
Best Practices
Given these considerations, there are some general best practices that should guide every app development project.
u the best-in-class apps offer a streamlined, easy-to-use way for consumers to complete their tasks — if it’s difficult to use, consumers will dump it in favor of a competing brand’s app. User experience should be a top priority.
u Another top priority is context. An app should know who the user is, where the user is, and what the user likes or needs to do. Forrester, which in a 2013 report defined context as “the sum total of what your user has told you and is experiencing at the moment of engagement”, described effective apps as having leveraged “clickstream data to deliver targeted content” and “location information to deliver valuable services.” the more contextual an app’s experience, the more useful it is.
u in addition to being rich in context, apps should be generous in delivering exclusive offers and promotions to subscribers. Discounts and special content can be pushed to consumers by location, history, and the user’s self-selected preferences. this ensures apps will be used frequently and builds brand loyalty.
u consumers want to complete their transactions within the app. Enabling payments through such methods as PayPal, Google Wallet, and Mastercard PayPass Wallet helps streamline the checkout process and provides the one-stop functionality users demand.
u to keep an app fresh and current throughout its lifecycle, developers must measure its usage by revenue, monthly visits, total number of downloads, completion rate, or by “vanity metrics” such as likes and shares. combine quantitative measurements with user feedback to make frequent updates and enhancements to the app’s functionality, thereby extending its useful life.
Conclusion
Apps are a critical channel of engagement. Done well, and in the context of a multichannel strategy, apps have been proven to drive sales, reduce costs, and streamline service delivery. Done poorly, an app is practically an invitation to turn customers away. With its extensive mobile and multichannel experience, Usablenet can help companies take full advantage of the potential of apps to take their business to the next level.
Aeropostale’s portfolio includes mobile apps and an app for tablet which
is used as a point-of-sales tool for in-store shoppers and employees.
The mobile app includes store
finder, style guides, the ability to
shop on mobile, watch videos,
receive push notifications for
sales campaigns, and social
sharing to Facebook, Pinterest,
and Instagram. A QR code and
barcode scanner encourage the
shopper to use the app while in
the store to look up product
information and enhanced
descriptions. The in-store iPad
kiosk offers a shoppable outfit
builder, access to brand videos,
and the ability to share outfits
through social networks and
email. The most-used feature of
the apps is the ability to vote on
the music playing inside the
store. Customers can search for
and purchase products not in
stock or offered in the store.
One of the top rated apps in the iOS App Store, the CVS Pharmacy app turns a user’s phone into a tool for completing essential tasks
