It’s not rocket science: If a mobile app fails during the consumer’s first use, they will download another mobile app that can provide a better user experience. Trust us, there are plenty of apps out there. The key takeaway from all this: First impressions are everything.
A mobile app will need to be constantly improved after its initial release, but in order to secure the attention of your target audience, it is the initial release that counts the most. We recently got a few valuable reminders of this (and how to avoid this fate) via Mobile Enterprise. Let’s take a closer look at some of their key points…
Strategy is Everything
“Businesses should carefully consider their overall vision for the app and target audience, and apply mobile strategy solutions that drive outstanding user experiences for employees.”
This may seem straight-forward, but many organizations fail to think through the strategy of the mobile app before its release.
Carefully review your strategy and be sure it includes the following:
- Goals for the greatest ROI
- Define the mobile app’s target audience
- Create a marketing distribution planIn addition, have a strategy put into place that will measure the development and growth of each of your goals.
Granted most of these tasks do not fall under the traditional role of the mobile app tester, but they can certainly be considered as they go about their QA process.
You may have one of the most creative and engaging designs, but if it fails to satisfy the user from only an aesthetic point of view, your app is likely to fail. Although your consumer does care about obtaining an app that’s visually-inviting, they care more about having a functional app.
During its creation, remember to utilize both research and analytics in order to measure potential consumer behavior (more on this in a minute). Although you want to be innovative, you need a realistic app that will be used by your target audience. Functionality without usability is a recipe for failure (and vice versa) so be sure to test both extensively prior to launch.
Have an Equipped Development Team
Mobile app development is changing as technology grows, so make sure your development team is up to speed and fully equipped to make the best possible mobile app.
“Having mobile developers onboard with specific domain expertise can mitigate risk and help protect and secure critical information.”
Most mobile apps will fail because their in-house development team is inexperienced. So either pay people that know the space well, or find an agency that has demonstrated success. Don’t leave your app to amateurs.
Test, Test, Test
“An essential step in the development cycle, with the potential to impact final results of an apps efficiency, performance, security and overall functionality.”
Of course, just because you have a developer (or agency) adept at creating an app, does not mean they are versed in testing. Make sure you have dedicated resources on an on-going basis to test the app against a wide range of criteria. This relates to the next tip on constantly monitoring app analytics.
Add Usage Tracking
“Monitoring the success of the mobile app at the individual user level is necessary to more accurately deliver ongoing updates and improvements.”
Gathering data that tracks the engagement and usage of specific features within your mobile app gives insight regarding what features could be improved, or what triggers crashes, freezes, etc. Testers – as well as marketers, developers, product owners and others – should always be keeping a close on eye app analytics. They will show where to focus your future testing efforts.
What steps do you go through before releasing a mobile app for the public’s first impression? Be sure to leave them in the comments section below!