Building an app that is a appealing, appropriate and offers a good user experience is sometimes quite a challenge. LYNETTE HUNDERMARK, co-founder of Hundermark mobile solutions, shares some tips for building a popular app.
We love mobile and have been fortunate enough to work on the initial versions of many of South Africa’s leading apps over the last 7 years. In some cases, we have continued working with these brands throughout the course of their app journeys and these are some of the fundamental (as well as subtler) learnings anyone looking to make a dent in the space can take from this experience
Lesson 1: Your app target audience is never EVERYONE
It may seem like common sense, but even today we still get approached by potential clients wanting to create an app for ‘everyone’ with no real understanding of who their app target audience is. The only time we have ever been approached to create an app for ‘everyone’ was when we worked on the initial SterKinekor apps and we still use the term “everyone” somewhat loosely. Even if you have a defined audience in mind for your app, you need to understand their personas and what the core goals of these users are likely to be.
Lesson 2: Establish what value your app is going to offer to its target audience
Why will your target audience need an app? With over 2 million apps available in both the Google Play and App store (Statistica 2017, March), there is literally an app available for almost anything and everything. This makes for a tough competitive landscape, so when launching your app, be aware of how you’re going position your app in order to set it apart and what value your app will bring to the table. The only core differentiator is going to be the unique value you are offering.
Lesson 3: User Experience is key in app success
Developing an app is easy and there are many development companies out there, who could easily put together an app in a short amount of time, however apps are consumer facing (be it a B2B or B2C customer) and since customers are spoilt for choice, there are high expectations in place for an outstanding user experience. What does this mean in simple terms? Plainly put, it means having an app that makes efficient use of small screen real estate, one that considers phone functionality and most importantly from a South African context, considers data costs (which is very important for lower LSM clients).
Lesson 4: Your app is not a once off cost
Having an app presence alone is simply not good enough; phones changes, operating systems change and it’s up to you as a brand to stay abreast of this change and also stay on top of the current trends in order to predict possible future changes. Performance is everything, so you need to be in a process of constant iteration. A number of the brands we have worked with since 2011 have already released over 1300 app iterations.
Lesson 5: Understand how personal the mobile device actually is
Effective mobile design and experience begins with understanding how fiercely personal the mobile device is. It has become more of an appendage rather than a device. With that as starting point, we can then easily understand that mobile is connecting us to our digital worlds but increasingly it is also about our activity in the real world and real connections. It acts as a bridge between the physical and digital worlds and that is exciting for us as marketers because it provides us with an opportunity for brand the messaging to start on mobile and then extend to the real world, with real results to match.
Lesson 6: Continue surprising and delighting your customer
So, you’ve released an app, now what? Chances are good that in this cut-throat, competitive and break-neck speed world we live in, your competitor will soon release an app with the bare minimum functionality that yours has. Chances are also good that people will become bored since attention is a hard-won commodity these days and customers want to be intrigued, engaged and entertained with the latest and greatest EVERYTHING. With this in mind, in order to retain your app customers, you do need to continuously release features that will add value to them.
Lesson 7: Push notifications are not a silver bullet
They can, however, be used effectively if not treated as SPAM. Effective ways of using push messages includes:
- Personalisation – since you are already collecting data from your users, you should have access to insights about their online behaviour, location, preferred usage time etc. This gives you a unique opportunity to be able to fine tune and target your messaging. Make it personal. Ask your users what they’d like to receive or see more of and in return you can give them the valuable information they’d like, based on their needs. That’s a value-add.
- Carefully consider in-app messages: Keep in mind that every push does not deserve a shove. Some messaging may be better served inside the app itself rather than running the risk of annoying your users by sending an unwarranted home screen notification. Never lose sight of the fact that it is all about your customer and push messaging can come across as invasive, as it takes someone out of what they are doing and distracts them.
- Make it worth their while: This is the day and age of instant gratification. When users click on a notification, make sure that the messages linked to it provide them with real value and relevance. Strive to deliver value through the message itself, versus always teasing users for app opens which can be counterproductive.
- Adopt rich, interactive formats: Whether these be from new notification priorities in Android Oreo and iOS11, to including media and buttons within messages themselves, app marketing teams have more tools at their disposal than ever before to spark user intrigue and gain a better understanding of what users care about directly from the message itself. Make use of these. A little creativity can go a long way.
Some of these lessons may come across as ‘obvious’ at first glance, but you might be surprised how more often than not, the fundamentals get overlooked. It’s only the school of hard learning (experience) that teaches us what works versus what doesn’t and that takes us back to the basics that are part of the setup for success. Here’s to yours, maximizing the African App-ortunity.
Now download a bank account
Absa has introduced an end-to-end account opening for new customers, through the Absa Banking App, which can be downloaded from the Android and Apple app stores. This follows the launch of the world first ChatBanking on WhatsApp service.
This “download your account” feature enables new customers to Absa, to open a Cheque account, order their card and start transacting on the Absa Banking App, all within minutes, from anywhere and at any time, by downloading it from the App stores.
“Overall, this new capability is not only expected to enhance the customer’s digital experience, but we expect to leverage this in our branches, bringing digital experiences to the branch environment and making it easier for our customers to join and bank with us regardless of where they may be,” says Aupa Monyatsi, Managing Executive for Virtual Channels at Absa Retail & Business Banking.
“With this innovation comes the need to ensure that the security of our customers is at the heart of our digital experience, this is why the digital onboarding experience for this feature includes a high-quality facial matching check with the Department of Home Affairs to verify the customer’s identity, ensuring that we have the most up to date information of our clients. Security is supremely important for us.”
The new version of the Absa Banking App is now available in the Apple and Android App stores, and anyone with a South African ID can become an Absa customer, by following these simple steps:
- Download the Absa App
- Choose the account you would like to open
- Tell us who you are
- To keep you safe, we will verify your cell phone number
- Take a selfie, and we will do facial matching with the Department of Home Affairs to confirm you are who you say you are
- Tell us where you live
- Let us know what you do for a living and your income
- Click Apply.
How we use phones to avoid human contact
A recent study by Kaspersky Lab has found that 75% of people pick up their connected device to avoid conversing with another human being.
Connected devices are becoming essential to keeping people in contact with each other, but for many they are also a much-needed comfort blanket in a variety of social situations when they do not want to interact with others. A recent survey from Kaspersky Lab has confirmed this trend in behaviour after three-quarters of people (75%) admitted they use a device to pretend to be busy when they don’t want to talk to someone else, showing the importance of keeping connected devices protected under all circumstances.
Imagine you’ve arrived at a bar and you’re waiting for your date. The bar is busy, and people are chatting all around you. What do you do now? Strike up a conversation with someone you don’t know? Grab your phone from your pocket or handbag until your date arrives to keep yourself busy? Why talk to humans or even make eye-contact with someone else when you can stare at your connected device instead?
The truth is, our use of devices is making it much easier to avoid small talk or even be polite to those around us, and new Kaspersky Lab research has found that 72% of people use one when they do not know what to do in a social situation. They are also the ‘go-to’ distraction for people even when they aren’t trying to look busy or avoid someone’s eye. 46% of people admit to using a device just to kill time every day and 44% use it as a daily distraction.
In addition to just being a distraction, devices are also a lifeline to those who would rather not talk directly to another person in day-to-day situations, to complete essential tasks. In fact, nearly a third (31%) of people would prefer to carry out tasks such as ordering a taxi or finding directions to where they need to go via a website and an app, because they find it an easier experience than speaking with another person.
Whether they are helping us avoid direct contact or filling a void in our daily lives, our constant reliance on devices has become a cause for panic when they become unusable. A third (34%) of people worry that they will not be able to entertain themselves if they cannot access a connected device. 12% are even concerned that they won’t be able to pretend to be busy if their device is out of action.
Dmitry Aleshin, VP for Product Marketing, Kaspersky Lab said, “The reliance on connected devices is impacting us in more ways than we could have ever expected. There is no doubt that being connected gives us the freedom to make modern life easier, but devices are also vital to help people get through different and difficult social situations. No matter what your ‘connection crutch’ is, it is essential to make sure your device is online and available when you need it most.”
To ensure your device lifeline is always there and in top health – no matter what the reason or situation – Kaspersky Security Cloud keeps your connection safe and secure:
· I want to use my device while waiting for a friend – is it secure to access the bar’s Wi-Fi?
With Kaspersky Security Cloud, devices are protected against network threats, even if the user needs to use insecure public Wi-Fi hotspots. This is done through transferring data via an encrypted channel to ensure personal data safety, so users’ devices are protected on any connection.
· Oh no! I’m bored but my phone’s battery is getting low – what am I going to do?
Users can track their battery level thanks to a countdown of how many minutes are left until their device shuts down in the Kaspersky Security Cloud interface. There is also a wide-range of portable power supplies available to keep device batteries charged while on-the-go.
· I’ve lost my phone! How will I keep myself entertained now?
Should the unthinkable happen and you lose or have your phone stolen, Kaspersky Security Cloud can track and protect your device from data breaches, for complete peace of mind. Remote lock and locate features ensure your device remains secure until you are reunited.