Many companies still consider web and apps two totally separate silos with different POs, contents, dev teams, design principles etc. It doesn’t have to be like this. Hence, combining web and app development and operations in a smart way has become one of my favourite topics recently.
In May 2019 I got to share my views at the E-handelsskola organised by DIBS at Retail Experience Live exhibition in Sweden. I was asked to talk about progressive web apps but since I feel they are not a viable solution yet, I ended up telling why and what you should do instead.
This is an extended edition of the slides I used at the event.
This was my summary of what I would currently suggest by default:
- Maximise usage of web-based content inside your app
- Leverage app stores as a delivery channel
- Leverage native for special tech as needed (push, sensors, proper camera etc.)
- Be ready to pivot to PWA if that takes off
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The smart way of combining web & apps
1. The smart way
of combining
web & apps
Matias Pietilä, Head of design
@mpietila #retailexperiencelive
DIBS E-handelsskola on Retail Experience Live | 16.5.2019
4. B L U E A R R O W
T O P 3
W I N N E R
W I N N E R
We create measurable impact
What we do?
5. We helped St1 bring Apple
Pay to Nordics and issue
compatible cards directly
inside the app
6. The smart way of combining web & apps
DIBS E-handelsskola
Market overview
Highlights from App Annie state
of the mobile 2019
Web vs. app vs.
the rest
What about
PWA?
When to build and app?
How to direct traffic between
channels?
Where do we stand and what
should you do?
19. The smart way of combining web & apps
DIBS E-handelsskola
Market overview
Highlights from App Annie state
of the mobile 2019
Web vs. app vs.
the rest
What about
PWA?
When to build and app?
How to direct traffic between
channels?
Where do we stand and what
should you do?
20. Not only about technology
App vs. web
Technology Design Business
21. Notifications
are a major
channel
Full hardware
access
(optimal UX,
beacons etc.)
Monetisation
options
App stores as
a marketing
channel
What’s good in native?
App vs. web
23. Hybrid apps
(web + native)
Cross
platform
(React Native,
Flutter)
Progressive
web apps
+ the next cool
thing that will
arrive
tomorrow
Why is this the wrong question?
App vs. web
24. Detach tech and channel
Application
stores
Web
N A T I V E
C R O S S - P L A T F O R M
W E B T E C H
W E B T E C H
25. Same service, different user profile, similar revenue
80/20 rule applies
92%
returning users
37%
returning users
App Web
26. Customer factory metaphor
Scale the product
Adapted from: Scaling Lean, Ash Maurya (2016)
A C Q U I S I T I O N A C T I V AT I O N R E V E N U E
R E T E N T I O N
1 2
3
4
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R E F E R R A L
5
27. Jennifer Norman
Web Browser
42%Sketch 9:41 AM
GET
Y O U ’ R E
L O G G E D
I N
H E R E …
WEB WEB APP STORE APP
… W E ’ L L
L O G Y O U I N
A U T O M A T I C
A L LY H E R E
Bridge the gap between web and your app
28. The smart way of combining web & apps
DIBS E-handelsskola
Market overview
Highlights from App Annie state
of the mobile 2019
Web vs. app vs.
the rest
What about
PWA?
When to build and app?
How to direct traffic between
channels?
Where do we stand and what
should you do?
32. Apple & PWA
Apple initially created the whole concept of
web apps that can be installed on your
home screen
Recently Apple has been the one to stall the
process – many core features still missing
on iOS
https://medium.com/@firt/progressive-web-apps-on-ios-are-here-d00430dee3a7
33. Know the limitations (iOS)
It’s not quite ready yet
No Push Notifications,
The app can store offline data and files only up to 50 Mb
If the user doesn’t use the app for a fewweeks, iOS will free up the app’s files. The icon will still be there
on the home screen, and when accessed the app will be downloaded again
No access to some features, such as Bluetooth, serial, Beacons, Touch ID, Face ID, ARKit, altimeter
sensor, battery information
No access to execute code while in the background
No one-click install on the web
No access to private information (contacts, background location) and also no access to native social apps
No access to In App Payments and many other Apple-based services
No icon badge or Siri integration
https://medium.com/@firt/progressive-web-apps-on-ios-are-here-d00430dee3a7
34. iOS 12.2 fixes
some issues
https://medium.com/@firt/whats-
new-on-ios-12-2-for-progressive-
web-apps-75c348f8e945
36. WhyApple is in no hurry to fix this?
Security
The current strict review policy
keeps malware away
Financial impact
Platform
stickiness
App Store is a huge business Platform-specific apps increase
stickiness
C H I C K E N A N D E G G : A S L O N G A S P W A S A R E N O T T R U LY C R O S S - P L A T F O R M ,
T H E D E V E L O P M E N T I S S L O W
45. Possible benefits of hybrid approach over pure native
Cross platform
efficiency gains
Easier team mix
More flexible
releases
( N O N E O F T H I S W I L L M A T E R I A L I S E U N L E S S Y O U H A V E F U L L
C O N T R O L O V E R B O T H E N D S : T H E N A T I V E A N D T H E W E B )
50. T O P 3
B L U E A R R O W
User ratings
> 4,5
Appstore & Google Play
M O B I L E
S A L E S82,5 years after release
X
R O I162,5 years after release
X
M O N T H LY A C T I V E U S E R S
250 000
in booking service
57. Mindset
Think in terms of building an
application with native look
and feel that just happens to
have certain screens built
with web technologies.
58. Technical things to solve
Making hybrid approach work
Syncing app and web versions
Letting the web service know the
environment in which it’s run (app or
web, OS, version)
Where to maintain the custom
navigation? (web or app side)
Hiding unnecessary stuff inside app
context
When to hide native loading screens?
How to manage where links should be
opened?
How to support offline?
How to utilise native animations
59. Maximise
usage of web-
based content
Leverage app
stores as a
delivery
channel
Leverage
native for
special tech
Be ready to
pivot to PWA
What I would do today?
DIBS E-handelsskola
60. Recap: The smart way of combining web & apps
DIBS E-handelsskola
Market overview
Highlights from App Annie state
of the mobile 2019
Web vs. app vs.
the rest
What about
PWA?
When to build and app?
How to direct traffic between
channels?
Where do we stand and what
should you do?
61. This looks like an awfully good
time to ask something, right?
www.qvik.fi
Matias Pietilä
@mpietila
matias@qvik.com
W O U L D Y O U L I K E T O G E T T H E S L I D E S ?
P L E A S E G E T I N T O U C H !