Behind the Curtain: Secrets of Mobile Application Wizardry A jaw dropping 80% of iPhone and Android apps have hardly any active users. Tens of thousands of developers and hundreds of thousands of mobile applications have gotten it wrong. But mobile apps done right can provide unprecedented value to users and rapid transformations of businesses. Gilt Groupe, USAA Bank and Pandora can attribute much of their recent success to their mobile applications. The biggest barrier to success? More is absolutely less. As Mark Twain famously said, “It would have been shorter if I had more time.” With seemingly infinite options of features, ‘what’ and ‘how much’ is the hardest part of development. This presentation will provide a detailed unbridled view into the strategy and creative process of creating a compelling, successful mobile app by finding the right balance between business objectives content, design, functionality, and concept.

1. BEHIND THE CURTAIN:
SECRETS OF MOBILE
APPLICATION WIZARDRY
MARCH 2011
#Appwiz
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2. INTRODUCTION
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3. WHAT WE
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5. Value of mobile is amplified by channel &
connective tissue duality
Potential to deliver unprecedented value to both consumers and businesses
CHANNELS
WEB APPS MESSAGING X-CHANNEL
FEATURES/BEHAVIORS
SOCIAL
LOCATION
COMMERCE
SEARCH
CONTENT
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6. Applications will have largest impact
Tech giants, publishers & brands have declared….
Success of their business depends on success in mobile
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7. CONSUMERS VALUES ONE THING THE MOST…
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8. SCALE
ENGAGEMENT
TARGETING
MEASUREMENT
VIRAL SHARING
TRANSACTION
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12. Mobile has a 95/5 rule; very few are successful
SUCCESS
FAILURE
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13. IT IS
HARD,
AND HARD IS
GOOD
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16. IN THE WWW OF PEOPLE,
Emerging human behaviors matter
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17. Process should prioritize purpose
instead of repurpose
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18. CREATE SKUNKWORKS AND
OLD NEW
STRUCTURE THE EDGE SO IT CAN
INNOVATION LABS ON THE EDGE OF PULL THE CORE TO THE EDGE
THE FIRM AND THEN ABSORB THEM
WHEN THEY START TO WORK
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19. App development should be considered a
continuous process
S-curve Rapid set of punctuated moves
Stable over decades (potentially never ending)
(few real changes in 60 years)
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20. BEST PRACTICES
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21. BEST PRACTICES
Too early for any best
practice to be gospel
THERE ARE
Everyday there is an
opportunity to define
best practices
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22. Experience needs to be
somewhat familiar
Similar to fashion
design, small change as
and people want to be
different but not too
DIFFERENTIATE different
Don’t confuse the user
PROCESS
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23. Evaluation metrics should be leveraged for
features, functionality and design
Prioritizes performance minimized navigation paths,
Efficient personalized and contextualized communications
Deepens relationship with consumer and provides moments
Engaging of unexpected utility/playful interactivity
Offer robust set of utilities within an intuitive interface; cross-
Experiential channel touch points become more interactive
Always On Provide a real-time, proactive and notification-driven resource
Leverage more advanced functionality of handset and new
Opportunistic consumer behaviors, with data supported iterative updates
and enhancements
Is sustainable over time, accommodating different messages
Malleable and products without sacrificing scalability
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