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YOUR APP IS NOT YOUR PRODUCT
tinktankSarah Rink@saritarink
people worldwide were using mobile apps at the end of 2012
1.2 BILLION
4.4 billion by the end of 2017
spent in the App Store by 2013
$10bn
Celebrated their
50 billionthdownload
11 TIMES AROUND THE EARTH
SUPEREXCITING!
NOT REALLY
"Up to two-thirds of apps receive fewer than 1,000 downloads in their first year "
Source: - Tim Shepherd, Canalys report, 2012
Only 1 in 7 users give an app a third attempt
26% of apps are used only once
You never get a second chance to make a first impression
Your app is not
the product
Your app is one of many ways of solving a need for entertainment, information, products, community, etc.
One of many ways of bridging a gap
AUTOMATED CHECK IN“Enjoy seamless flying”
CHOOSE PREFERENCES/PERMISSION TRAWL EMAIL
BUY A FLIGHT
SENDS YOUR BOARDING PASS
PASSNFLY CHECKS YOU IN
Back-end & multiplatform mobile app
3 months after launch they had done a grand total of...
250 check ins5000 downloads
a) Design? b) Usability? c) Technical? d) App store visibility? e) none of the above
They built an app before they knew
what product they were delivering and
for whom
It gave them permission to contact passengers again before their flight
TINY MARGINS $$ ADD-ONS AIRLINES OWN THE
RELATIONSHIP
Same product
Different channel
Different customer
Not an app, not a mobile site
Email marketing tool
Asian hardware and software manufacturer reached out to European partners to localize and launch an app that connects online and real world purchasing
LOYALTY
Spanish partner had all the resources to build the app...
... but decided to stop and think a little
1 week interviews
LOCALISE ONLY WOULDN’T WORK
Asian experience
Spanish experience
2 weeks interviews
MAPPED END USER JOURNEYS NEW IDEAS
Designed and ran an experiment to validate one of
the many hypothesis
to be launched this year
APP
Saved €80K by not building the wrong app
!
STOP. THINK.
!
tinktankSarah Rink @saritarink Marta Ros @lean_marketing
(TANK) YOU
