Why itʼs critical to consider TIME when designing apps you want people to use every day. How can your apps fit into people's every day? Or their every week? Or their every month?

1. Every Day Apps
ky
Stic
And why itʼs critical to consider TIME when
designing apps you want people to use
every day.
Katie Lips
Mobile Consultant
@katielips
05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 01
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2. About Me
Launched
Treasuremytext Launched Little
Specialised in World Gifts
Worked at Worked as Social (Social) Mobile
Digital Media & Mobile
Agencies Consultant
Mobile
Interested Consultant at
in Mobile (& iPhone)
Brand Advocate
Interested in London
the social web
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
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3. Sticky Apps
Itʼs not about
sticky. Itʼs about
fitting into
peopleʼs lives!
Use a few Use quite a
times lot
Use
Everyday
Use Once
Not Sticky Sticky
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4. ✘
Sticky Apps
Itʼs not about
sticky. Itʼs about
fitting into
peopleʼs lives!
Use a few Use quite a
times lot
Use
Everyday
Use Once
Not Sticky Sticky
..................................................................................................................................................

5. I use the Facebook app several times
a day but I only want my spirit level
app to be great once. Letʼs get rid of
this ʻsticky appʼ term. Why do we want
an app to be sticky? Donʼt we want it
just to do its job? Really well? And if
itʼs done its job we may not need to
use it again for a while. We shouldnʼt
be striving to create apps people
spend the most time using, but apps
people spend the right time using.

6. Time is now critical in mobile app
design. When am I going to use this
app? How does it fit into my day? How
does it enhance what I do, make things
easier, or even save me time? Will I
use it leisurely, or in a rush?
Instead of striving for sticky apps, we
should strive for ʻevery dayʼ use of our
apps. And if an app doesnʼt need to be
used every day, thatʼs OK; how does it
fit my week, my month or my year?

7. My Friday
Decide to
Travel to
Go Out
Work
Time to
Travel Come Home
Get Up At Work Home
05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 01
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8. My Saturday
Exercise Trip to
Sainsburyʼs Going Out
House
Hunting ... and
Get Up Impromptu About
Lunch
Shopping
05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 01
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9. week
his
My Friday Apps T
Travel to Decide to
Work Go Out
Time to
Come Home
Travel
Get Up At Work Home
05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 01
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10. week
his
My Saturday Apps T
Exercise Trip to
Sainsburyʼs Going Out
House
Hunting ... and
About
Get Up Lunch Impromptu
Shopping
05 06 07 08 09 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 01
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11. Every day Apps
Are useful & help
Once we rely on
you do something
them theyʼll be
better They may be hard to budge
Slot Seamlessly Or theyʼre habitual
into your day hugely
entertaining
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12. App Realities
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13. App Realities
People donʼt want thousands of
apps. They want apps that help
them with their lives. In a few
situations.
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14. App Realities
People donʼt want thousands of
apps. They want apps that help
them with their lives. In a few
situations.
People donʼt want to
waste time wading
though thousands of
apps in App Stores.
..................................................................................................................................................

15. App Realities
People donʼt want thousands of
apps. They want apps that help
them with their lives. In a few
situations.
People donʼt want to
waste time wading
though thousands of
apps in App Stores.
People search
for apps when
they have a
need (as well as
ʻfor funʼ).
..................................................................................................................................................

16. App Realities
People donʼt want thousands of
apps. They want apps that help
them with their lives. In a few
situations.
People donʼt want to
Daily up to waste time wading
about 10. though thousands of
Maybe 50 on apps in App Stores.
the device.
People search
for apps when
they have a
need (as well as
ʻfor funʼ).
..................................................................................................................................................

17. App Realities
People donʼt want thousands of
apps. They want apps that help
them with their lives. In a few
situations.
People donʼt want to
Daily up to waste time wading
about 10. though thousands of
Maybe 50 on apps in App Stores.
the device.
People search
for apps when
they have a
need (as well as
ʻfor funʼ).
Thereʼs an app
for that. But
should there
be?
..................................................................................................................................................

18. App Realities
People donʼt want thousands of
apps. They want apps that help
them with their lives. In a few
situations.
People donʼt want to
Daily up to waste time wading
about 10. though thousands of
Maybe 50 on apps in App Stores.
the device.
People search
for apps when The apps you use are
they have a personal to you. Weʼre not
need (as well as the same. Weʼre all a bit
ʻfor funʼ). oddball!
Thereʼs an app
for that. But
should there
be?
..................................................................................................................................................

19. App Realities
People donʼt want thousands of
apps. They want apps that help
them with their lives. In a few
situations.
People donʼt want to
Daily up to waste time wading
about 10. though thousands of
Maybe 50 on apps in App Stores.
the device.
People search
for apps when The apps you use are
they have a personal to you. Weʼre not
need (as well as the same. Weʼre all a bit
ʻfor funʼ). oddball!
Not every day
Thereʼs an app
is the same.
for that. But
should there
be?
..................................................................................................................................................

20. App Realities
People donʼt want thousands of No one will use
apps. They want apps that help your app all day
them with their lives. In a few long.
situations.
People donʼt want to
Daily up to waste time wading
about 10. though thousands of
Maybe 50 on apps in App Stores.
the device.
People search
for apps when The apps you use are
they have a personal to you. Weʼre not
need (as well as the same. Weʼre all a bit
ʻfor funʼ). oddball!
Not every day
Thereʼs an app
is the same.
for that. But
should there
be?
..................................................................................................................................................

21. App Realities
People donʼt want thousands of No one will use
apps. They want apps that help your app all day
them with their lives. In a few long.
situations.
People donʼt want to No one will only
waste time wading use your app.
Daily up to
about 10. though thousands of
Maybe 50 on apps in App Stores.
the device.
People search
for apps when The apps you use are
they have a personal to you. Weʼre not
need (as well as the same. Weʼre all a bit
ʻfor funʼ). oddball!
Not every day
Thereʼs an app
is the same.
for that. But
should there
be?
..................................................................................................................................................

22. App Realities
People donʼt want thousands of No one will use
apps. They want apps that help your app all day
them with their lives. In a few long.
situations.
People donʼt want to No one will only
waste time wading use your app.
Daily up to
about 10. though thousands of
apps in App Stores. iAds rock but they
Maybe 50 on wonʼt create a new
the device. revenue stream for bad
People search
for apps when The apps you use are apps.
they have a personal to you. Weʼre not
need (as well as the same. Weʼre all a bit
ʻfor funʼ). oddball!
Not every day
Thereʼs an app
is the same.
for that. But
should there
be?
..................................................................................................................................................

23. App Realities
People donʼt want thousands of No one will use
apps. They want apps that help your app all day
them with their lives. In a few long.
situations.
People donʼt want to No one will only
waste time wading use your app.
Daily up to
about 10. though thousands of
apps in App Stores. iAds rock but they
Maybe 50 on wonʼt create a new
the device. revenue stream for bad
People search
for apps when The apps you use are apps.
they have a personal to you. Weʼre not
need (as well as the same. Weʼre all a bit
ʻfor funʼ). oddball!
Not every day
Thereʼs an app
is the same. Itʼs OK for your app to work just
for that. But
for your target audience, just
should there
when they want it to work.
be?
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24. Time is a critical design
consideration in mobile. Work
out who you want to use the
app. Work out when you think
theyʼll want to use it. Where
will they be and how long will
they have? Make sure your
app delivers the when as well
as the what!

25. Thanks & now Iʼm outta time...
@katielips