UX & APPS by Tobias Høgsberg Apps solve and take on an ever increasing number of functions that before was reserved for websites. The mobilephone is the only media channel we are in contact with practically 24/7 and the potential for using it for effective and creative marketing is enormous. Tobias will answer: How is an app developed so it is not merely a reflection of an already existing website, but rather using the apps unique strengths and engage the users? What does UX mean for a successful Mobile Marketing strategy?

2. UX & Apps
By Tobias Høgsberg

3. Tobias Høgsberg
Senior Strategic Planner
Development of communication and brand strategies
Including mobile marketing and strategy
@tobiashoegsberg

4. How many of you own a
smartphone?

5. 44% of the
Danish market

6. In 2012 there will be twice as many
smartphones and tablets as PCs.
2x

7. What would you prefer to forget at
home?

8. …even bigger
in the future

9.
”
A mobile strategy is priority
number 1 for all industry players
in 2012.
IDC Insight

10. Mobile apps

11. 28 apps per Dane

12. Apps are a
powerful
branding tool

13. 10 principles/advice
… if you want to develop an app with the optimal
user experience

14. #1
Define the purpose of the app
before you start the idea
development

15. Specific campaign?
Training?
A new product?
Brand Awareness?
Driving sales?
Customer engagement?

16. Does it satisfy a
need?
Customers
Mobil app
Market
Brand
Does it make us stand Is it in line with
out from our our brand?
competitors?

17. #2
What type of app should you
make?

18. 4 types of apps
Utility/usefulness
Informative
Entertaining
Games

19. 4 types of apps
Utility/usefulness
Informative
Entertaining
Games

20. 4 types of apps
Utility/
Informativ
Entertaining
Games
usefulness
Most suitable for engaging
the consumer in your brand

21. Usable informative apps

22. The 10 most downloaded free apps

23. Case:
FDB Aftensmad (dinner)
“…right at hand in the
supermarket when we
need inspiration for what
to serve at dinner”

24. #3
Is an app really the right
solution?

25. iPhone app
Mobile web
browser

26. iPhone app
Mobile web
browser
Location/GPS
YES YES
Camera
YES NO
Accelerometer/Gyroscope
YES Limited
Portrait/Landscape only
Audio/Video
YES YES
Offline Usage
YES Limited
Possible with HTML 5 Caching
Push Notifications
YES NO
Set-up Fee
$99 $0
Approval Proces
YES NO
Billing
iTunes Credit Card

27. #4
A smartphone is not a
desktop computer!

28. Size does matter!

29. ACCESSABILITY
er
ws
Bro
Tablet
ile b
Mo
EXPLORABILLITY

30. #5
Simplicity and relevance

31. Instant satisfaction
¼ of all apps are
only opened once!

32. One app – One goal

33. Avoid text heavy page

34. #6
Does your app stand out
from other apps?

35.
”
If it’s out there – there’s an
app for it

37. Everything can be improved
Twitters own app
Tweet deck

38. #7
Use the standard guidelines

39. Use known means of navigation
Genbrug kendte
navigationsformer

40. #8
Don’t forget the system
requirements

41. Different operation systems

42. Network signal?

43. #9
Do not underestimate the user!
It is NOT easy to make a user
friendly app

44. User test
Do user tests
before you
launch!!

45. Even the best fail

46. • Error (non-critical) upon launch
• Push email not working
• Some emails are not cached for offline
reading / responding, while others were
downloaded
• No multiple Gmail accounts
• Scrolling behavior is poor
• Trash button next to back button
• Save button next to send
• Does not show unread email count badge
on home screen
• No double-click smart zoom (but it’s probably
damned if you do and damned if you don’t)
2 hours on the
marked

47. #10
Tell people about your app

48. A good app is worth nothing if
nobody knows about it!

49. Landing page
Ad

50. 10 principles/advice
#1
Define your purpose
#2
Determine type of app – utility vs. entertainment
#3
Build a native app vs. web browser?
#4
Size matters – explorability vs. accessibility
#5
Simplicity – one app, one objective
#6
Does your app stand out from competitors?
#7
Use the mobile app standards and guidelines
#8
Remember system requirements
#9
User test
#10
Tell people about your app

51. What would you prefer to forget at
home?

52. Phone and wallet becomes 1

53. Thank you!

54. Questions?
www.hellogroup.com
Flæsketorvet 68, 1sal
Telephone: (+44) 8888 6600
james.kelway@hellogroup.com
tobias.hoegsberg@hellogroup.com
@jameskelway
@tobiashoegsberg
jeppe.henckel@hellogroup.com
rune.andersen@hellogroup.com
@jeppehenckel
@therune