DATA DRIVEN MANAGEMENT OF A MOBILE PRODUCT – TOOLS & TECHNIQUES

RAMKUMAR NARAYANANFEB 2016

#MARKET

WORLDWIDE MARKET

Source: GSMA Mobile & Quettra

INDIA

Source: GSMA Mobile & Quettra

Q: WHICH APP DO PEOPLE SPEND THE MOST TIME IN INDIA?

ANDROID APPS TIME SPENT

Source: Quettra

MOBILE OS MARKET SHARE

Source: Netmarketshare.com

Android59%

iOS33%

Windows Phone3%

Java ME2%Symbian

2%Blackberry

1%Samsung

0%Others

0%

MOBILE OS DEVELOPER PREFERENCES

Source: inMobi “State of Mobile App Developers 2016”

#SOLUTION

Q: WHAT DEFINES A GOOD PRODUCT?

ELEMENTS OF GOOD {MOBILE} PRODUCT

1.Usability

2.Utility3.Desirability

1.USABILITY

• Make the experience obvious and self-explanatory

• Remove barriers to trial – users have finite

patience

• Focus the user attention on the immediate need

• Follow convention with which the user is familiarSource:10 Principles Of Effective Web Design

Elements of good {mobile} product

2.UTILITY

• Solve a real problem for the user

• Each feature should solve a need, not just the

whole product

• Be stingy in adding features

“Deciding what not to do is as important as deciding what to do.”– Steve Jobs

Elements of good {mobile} product

3.DESIRABILITY

• Fit into the users life and aspirations

• Understand and influence the users feelings

• Utilize form, color and function to drive

desire

Elements of good {mobile} product

UBER – CASE STUDY Usability -> Utility -> Desirability

Source: 8 things Uber can teach you

Q: DO YOU BUILD WHAT THE CUSTOMER ASKS?

MANAGING THE PRODUCT {ART + SCIENCE}

Core Tenet: Find an unmet need or source of friction for a customer and solve it

Market Research Plan Design Prototyp

e Build Launch & Learn

MARKET RESEARCH & PLAN

• Identify the opportunity for a segment

• Set the product vision and roadmap

• Release Plan (MVP|MDP|…)

• Sprint Plan

Creating the product

DESIGN & PROTOTYPE

• Amalgamation of personal experiences, market

research, user testing, competitive solutions

• Test early and test often with target user

segment

• Strive for Usability, Utility & Desirability

Creating the product

BUILD, LAUNCH & TEST

• Prioritize, prioritize, prioritize – LEAN

• Identify critical requirements – geo, security

• Instrument the product for the metrics you care

• Build-in testing automation

• Launch, learn and fix continuously

Creating the product

Q: SHOULD YOU BUILD APP, MOBILE WEB OR BOTH?

APPS DECAY FAST

First you get them to install…

• 77% of DAU lost after 3 days

• 90% of DAU lost after 30 days

• 95% of DAU lost after 90 days

Source: Quettra

APP VS. M-WEBNative App• Customizable experience

• Superior graphics, effects &

interactions

• Native access to device capabilities

• Discovery through app store or

website

• Download and installation required

mWeb• Responsive design scales across

form factors

• Built & deployed with standard web

development tools

• Less customizable than apps and

minimal access to device

capabilities

• Discovered through standard web

search and no installation required

#METRICS

TOP 8 METRICS

1.Users

2.Session Length

3.Session Interval

4.Time In App

5. Acquisition

6. Screen Flow

7. Retention

8. Lifetime ValueSource: Localytics.com

#MORE

NOT COVERED…

• Domains and Patterns in Apps

• Monetization

• Go to market strategies

• Emerging devices and trends

@ramnar

http://linkedin.com/in/raknar

#REFERENCES

• HTTP://WWW.GSMAMOBILEECONOMY.COM/GSMA_GLOBAL_MOBILE_ECONOMY_REPORT_2015.PDF• HTTPS://WWW.QUETTRA.COM/RESEARCH/A-DAY-IN-THE-LIFE-OF-MOBILE-USERS-WORLDWIDE/• HTTPS://GSMAINTELLIGENCE.COM/RESEARCH/?FILE=7DC7336DE70C142D7B73CE778ADEB982&DOWNLOAD• HTTPS://WWW.SMASHINGMAGAZINE.COM/2008/01/10-PRINCIPLES-OF-EFFECTIVE-WEB-DESIGN/• HTTP://ANDREWCHEN.CO/NEW-DATA-SHOWS-WHY-LOSING-80-OF-YOUR-MOBILE-USERS-IS-NORMAL-AND-THAT-THE-

BEST-APPS-DO-MUCH-BETTER/

• HTTP://INFO.LOCALYTICS.COM/BLOG/THE-8-MOBILE-APP-METRICS-THAT-MATTER• HTTP://WWW.SLIDESHARE.NET/TABINSIGHTS/8-THINGS-UBER-CAN-TEACH-YOU?QID=A3CCC669-9768-4531-A69E-20

9ADD91AB82&V=&B=&FROM_SEARCH=1