How to Incubate and Launch Mobile-First Innovation to Increase Internal Efficiencies, Customer Satisfaction and Engagement
How to Incubate and Launch
Mobile-First Innovation to
Increase Internal Efficiencies,
Customer Satisfaction and
By Graham McCorkill, Co-Founder & Director - Buzinga App Development
Buzinga App Development
An award winning app development and innovation
consultancy, helping enterprises and startups
commercialise ideas and implement mobile-first
So why mobile?
1. Australian consumers are now spending 10 hours a
day on internet connected devices. World’s fastest
growing tech phenomena.
2. Expectations of customer experience higher than
3. Mobile is an essential element of an omni-channel
4. Businesses who deployed mobile strategies were
more profitable than those who didn’t. - Accenture
Deloitte - 2015 Mobile Consumer Survey / Accenture - 2015 Mobility Report
So why are only 49% of businesses mobile optimised?
1. Common benefits of adding mobile to
your business strategy
2. Simple actions to help you create an
effective mobile product
3. How to foster a culture of innovation
within your business
1. Increase Revenue and Profits
2. Create new efficiencies
3. Better engage with external
4. Better engage with internal
Budget for small business
5. Better use of Data
Analytics & Client Feedback
6. Perception / Competitive
Shows commitment to customers
Customer expectation is high
Not as loyal as previous
Demonstrates new thinking
Need great user experience
How to Build
1. What problem does your product need to solve?
2. Who are your target users?
3. How are your target users currently solving the
4. What are your competitors doing?
5. What are the primary objectives?
6. How will you measure success?
7. What is your budget / minimum ROI?
1. Identify Core Problem
1. Only include the core features
2. Keep the purpose clear
3. Focus only on the requirements needed
for the core feature
4. Don’t use the SWISS ARMY KNIFE
2. Adopt a Lean Approach
1. User centric design is key
2. Why would your target users engage with
3. How will you keep them engaged?
4. How will you measure their engagement?
5. How will you solicit their feedback?
6. TEST EVERYTHING
3. Think like your target user
1. You can’t think of everything
2. Focus on the core user features first
3. Sometimes STEALTH release is best for V1
4. Release V1 to small test group (bugs & all)
5. Save the big marketing spend for V2 or V3
6. DON’T expect you’ll get it right the first
4. It won’t be perfect… That’s OK!
1. Appoint one person as the internal
2. Identify and inform all your key
3. Ensure all key stakeholders understand
the test plan
4. DON”T leave understanding your system
until the end.
5. Good Communication is Key
1. You are the Subject Matter Expert
2. Your Dev Team is the technical expert
3. DON’T micro manage the design & dev
5. Trust Your Dev Team
01 Law of
Graham McCorkill, Buzinga App Development
How to Incubate and Launch Mobile-First Innovation to Increase Internal Efficiencies, Customer Satisfaction and Engagement…
My name’s Graham McCorkill, Co-founder & Director at Buzinga, a Mobile App Development and Innovation Consultancy.
And we help enterprises and startups commercialise ideas and implement mobile first strategies.
Thank you to the Digital Women’s Networking for having me here today,
I’ve heard great things about this Network from several members of our team who are involved.
For those of you who were here for the Amanda Blesing event, she’s sin presented to our whole team and is coaching some of our management level team.
Can I get a sense of who here currently working with an Enterprise size organisation?
…… And who currently part of a start-up… Or is looking to start a business in near future?
Buzinga was a startup 4 and a half years ago…. history
We consult with companies to determine the best place to start with their mobile strategy.
We bring an entrepreneurial mindset to each project, whether it’s a startup or enterprise companies.
And, we work with startups & enterprises to first develop a product and then help set up an internal team for ongoing development.
We solve real world problems using technology to help make all our lives better.
First of all, let’s talk about mobile.
Australian consumers are now spending 10 hours a day on internet connected devices.
Expectations of customer experience are higher than ever, and this is particularly true for mobile apps.
It’s an essential element of an omni-channel strategy meaning customers can move seamlessly from any digital channel, to a physical experience, and back again.
The stats say it all. Businesses who deployed mobile strategies across all sectors of their business were more profitable than those who didn’t - Accenture.
In fact, I was looking at a new Galaxy report yesterday that:
Just 16% of Australians use a landline on a daily basis
52% of Millennials have never used a landline… Preferring mobile & internet connectivity!
So why are only 49% of businesses mobile optimised?
Marketers and businesses need to start getting ahead of consumer trends and stop playing catch up.
What I will cover tonight:
Common benefits of adding mobile to your business strategy
Simple actions to help you create an effective mobile product
How to foster a culture of innovation within your business.
If you are considering adding mobile to your business strategy, one of the first things you need to do is work out what outcomes you really want…
So let me first highlight some of The Common Benefits:
Increasing Revenue is usually the priority and will mostly come a bi-product of getting some of the other benefits right…
Engaged Users / Better brand awareness, Better Data etc.
Amazon is a great example of a company who added a new revenue stream via mobile… They saw value in acquiring the mobile app Audible…
More Revenue / No Stock / Also, they sell more books because of it.
Creating New Efficiencies
Getting rid of manual processes and removing bottlenecks or barriers is one of the key abilities of technology when it is done right.
Areas where efficiencies can be gained include:
Communication (customers, suppliers & staff/franchisees)
Transparency and so on.
A great example of a mobile app discovering new efficiencies through mobile is Steel Drive by Bluescope.
Customers… This is where mobile can excel because the user’s device is always with them.
If you can give your users a better, simpler and funner experience, usually you will win.
With this in mind, you can understand why UBER has been so successful.
Better engagement with internal users.
When an organisation or network is large, mobile can go a long way to keeping everyone closer in their understanding and thinking.
It also provides a great opportunity to solicit feedback and understand the views of your employees on any topic.
Understanding how companies like Slack & Facebook for Business are creating tools to help companies improve internal engagement is important here.
You may however need to develop your own platform
Better use of Data Existing & New
By including analytics and feedback mechanisms into a mobile app, it enables you to track user engagement, drop off points and collect any amount of data.
One of our clients used the crowd-sourcing ability of mobile to build the largest packaged food & drink ingredients and nutrition database in the world
Perception / Competitive advantage
When you have mobile as part of an omni-channel strategy, it demonstrates your business is committed to its customers by offering them the latest technology-based ways of interacting.
It can also give your company a significant competitive advantage, especially if your competitors don’t have a mobile strategy.
And if your competitors do have a mobile strategy, it makes it all the more urgent for you to address how you will compete in the mobile space.
Competitive advantage will usually come down to the user experience that you provide
SO… Establishing the Outcomes is first…
Then designing and building the product is next
How To Build An App
Whether you are engaging with a technical partner like Buzinga or have an internal technical team that will develop your mobile product,
we have put together some do’s and don’ts to act as a framework for doing it right.
The initial thinking and design is key
What is the problem your product will solve for users?
Remember, while your objective may be to increase revenue or build a database, your customers don’t care about these objectives.
You need to find a way to solve a problem for your app users so they will engage with your app, and you in turn can achieve your objectives.
Who are your target users?
Identify app key user groups you plan to target your app for. Then quantify and prioritise these groups, because the app needs to be built to specifically engage these highest priority groups.
How are your target users currently solving the problem?
To create engagement, you need to find a better, more enjoyable, easier, or more rewarding way for your target users to solve the problem.
What are competitor products doing?
If your competitors have an app, identify what they are doing well and not so well.
Also examine how other industries are solving a similar problem. This research can save time and money on a trial & error process.
What are the primary objectives for the first release?
If the primary objective is to validate an idea, then you only need to build the features will provide this validation in the first release – Minimum Viable Product (MVP).
This will reduce time to market and also keep your costs low.
How will you determine / measure success?
It is important to determine what success will look like, especially for the first release.
If validation is your objective, then will this be downloads, time spent in the app, specific user feedback, etc.
What is your budget / minimum ROI for first release and updates?
Cost will be determined by complexity.
By first developing a MVP, you will minimise the cost for validation.
However, to continue to develop the product will require a more significant investment in order to realise a significant return.
Your development partner will be able to advise you more accurately for your specific requirements.
Adopt a Lean Approach
Only include the core features (MVP)
Besides the obvious benefits of cost and time, only developing the core features validates the primary reason for the app.
There’s nothing worse than spending tens of thousands of dollars (if not more), extensive staffing resources, and months of work on developing a mobile product, and then seeing it fall flat on its face.
This will also enable you to focus on getting each feature right.
Keep the purpose of the app clear for users
This allows your target users to more easily understand the purpose of the app and quickly determine the benefit for them.
Once agreed on a set of requirements, focus on only these requirements.
It is very easy to get excited and continually come up with additional requirements and features to include during development.
It’s best to note these in a ‘Potential Future Features’ list, but focus on the original first release development plan. It will save time and money.
DON’T use the ‘Swiss Army Knife’ approach
The opposite to a lean approach is the ‘Swiss Army Knife’ approach where you try and fit as many features into the app as you can.
This will only confuse your users and cost unnecessary time and money.
Think like your target user
User Centric Design is the key
Many of our clients start out with a user flow, look and feel using they’ve come up with based on ‘what they like’.
Where they usually end up is with a flow, look and feel that will attract and engage their target users.
More often than not, you are not the target user of your app!
Why would your target users engage with your app?
What is the benefit for your target user? Is it useful, fun, essential, time-saving, etc?
How will you keep them engaged?
Will you have regular contact or prompts built into the logic? Will you use gamification or social interaction? Will you deploy regular marketing campaigns with fresh content?
How will you measure their engagement?
Who will monitor and analyse the data from your analytics package and how will this influence your actions?
How will you solicit their feedback?
We include a feedback package into our apps where our clients can conduct short campaigns to solicit feedback.
DON’T assume you know your users – Test everything
The better you get to know your target users and the more effort you make to give them exactly what they want, the more engaged they will be and so the more users you will have.
It won’t be perfect… and that’s OK
You can’t think of everything
Consider where all of the most popular apps started compared to where they are now. It is important to get Version 1 out as soon as you can.
Launch hard and launch fast!
SHAZAM - 2580 sms service
INSTAGRAM - Burbn
Focus on the core user features first
Once your Version 1 is live, you can begin to analyse user behaviour… Sometimes user feedback will give you the best ideas for future features.
Sometimes a STEALTH release is best for Version 1
If your strategy is to first release a basic MVP, then a limited release to a closed group can sometimes be the best course of action.
Release V1 to a smaller test group – (bugs & all)
No matter how much testing is done before release, some bugs don’t become obvious before the app is live. Best to test first release on a smaller group.
Save the big marketing spend for V2 or V3 release
After your limited release, work out what updates can be implemented based on your user feedback, then re-release with your planned marketing strategy.
DON’T expect you’ll get it right first time
Understand that developing an engaging app is an iterative process and can take time.
But… There are some things you should do!!! Medicare app…
Good Communication is Key
Appoint 1 internal person as Project Manager
It is extremely difficult to work with a client when we are talking to several representatives, especially if they each have their own point of view about the project.
Your internal person responsible for the project should completely understand all the business objectives for the project and be up to date with the development progress.
Their role will be to consolidate all the varying internal requirements and feedback into a single direction/instruction.
Identify & inform all your key stakeholders
All client-side individuals or departments with an invested interest in the project outcomes need to be identified and understand what will be required of them.
This concerns issues like timeliness and accuracy of feedback.
Ensure all key stakeholders understand the test plan
Stakeholders need to be instructed on how to test the beta versions of the app and how to tabulate their feedback.
The best method is to create an internal strategy for a fast and accurate feedback response so that the project is not delayed.
DON’T leave understanding your system to the end
This can cause serious issues if changes need to be made at the last minute. It will extend release dates and add cost to the project.
Trust your Development Partner/Team
You are the subject matter expert
When you engage a development partner, we rely on your experience in your industry and with your customers, to be able to define the problem the app will be solving and have the background knowledge when we suggest solutions.
Your development partner is the technical expert
We understand how to develop a mobile solution that will engage your target users. This is especially important to understand when it comes to UX, UI and Technical solutions.
DON’T micro-manage the design & development process
It will usually lead to extended timelines, additional cost and a less-than-optimal product. Transparent collaboration will always net the best results.
Let me finish up with a few words about Innovation
Laws of Innovation
Just like there are laws that govern space travel, such as gravity, lack of air, temperature, aerodynamics etc, there are laws that govern innovation.
Here are what we consider to be the important ones:
Law of resources
You must be able to resource innovation:
to have effective innovation.
Developing new tech isn’t cheap or easy, and it takes time.
Law of failure
There is no such thing as failure...only learning.
So learn to accept failure as a necessity for learning and start failing forward.
Law of process
It’s not enough to mandate innovation.
Talk about it all the time
Collectively discuss great examples of others innovation
Potential Changes Log
Time for Innovation
Create initiatives to foster Innovation - Hack-a-thon
Law of motivation
There needs to be KPI’s and incentive for innovation.
Why should someone want to innovate?
You could create a financial interest in the innovation???
Law of strategy
Which direction should we innovate?
What are the parameters?
Need to be clear on what we can and can’t do.
Let me leave you with one last thought!
Reid Hoffman, co-founder of LinkedIn famously said:
“If you are not embarrassed by the first version of your product, you’ve launched too late.”
QUESTIONS - HOW MUCH DOES IT COST TO BUILD AN APP
A company who did this really well with Saatchi & Saatchi was Meatpack in Guatemala:
Show this Video: https://vimeo.com/44351185