Gartner released it’s annual Strategic Technology Trends Report for 2014 and for today’s post I wanted to focus on their take on mobile app design. While they are specifically discussing commerce apps, I think their logic applies to every mobile app.
First, a look at what Garner calls the Five Attributes of Successful Mobile Commerce Apps:
- Recognize Your Customer
- Demonstrate That You Value Your Relationship With Your Customer
- Create Interactions That Are Inviting and Fun
- Provide Information Sufficient for Making a Buy Decision
- Make It Easy to Pay
- Recognize Your Customer: always think about who you are designating your app for and how they are going to interact with your app. Repeat the mantra: know thy user and you are not thy user.
- Demonstrate That You Value Your Relationship With Your Customer: don’t abuse your user with too many ads, too many permissions, hogging power, etc. Be respectful of your presence on the user’s device.
- Create Interactions That Are Inviting and Fun. Make sure that the interaction is sophisticated enough for your audience yet easy to understand and navigate. Engage your audience with something new every time they open the app and delight them by providing information beyond what they initially asked for. Think of different use cases and scenarios of how your audience interacts with the app and try to create solutions for each.
- Provide Information Sufficient for Making a Buy Decision: Perhaps not as crucial for non-commerce apps but having sufficient information inside the app provides greater motivation to stay and use the app. See item 5 for deciding what your “currency” is and then decide how to best support it.
- Make It Easy to Pay: “Pay” when no money is exchanged may just mean another share or status update or whatever “currency” your app is built on. Whatever you value as a developer, make it easy for the user to do.
Note that I’m not a Garner client and cannot view the full text of the article so they may have covered this in their report.