Clearly, we are going mobile. According to some estimates, mobile Internet adoption has outpaced desktop Internet adoption by 8 times.
And clearly, it’s all about the apps. There are over 140,000 apps in Apple’s App Store that have been downloaded over 3 billion times — that’s in 18 months, by the way. Which means iPhone owners on average download more than 20 applications to their devices (infographic here). And apparently, Google Android users are “even more ravenous.”
Why? The simple answer is engagement.
Mobile access strengthens the three pillars of online engagement: connecting with others, satisfying information queries, and sharing content with others,” - John B. Horrigan, Associate Director of the Pew Internet Project
Of course, this is great for the consumer. But it also means marketing magic: a chance to provide something useful that will engage the consumer and contribute to a great experience. If done right, a great app will provide:
- Customer Engagement
- Audience Targeting
- Sharing (word-of-mouth)
- Branding Potential
- Reach (more people with less resources)
Some more stats and info:
$7.2 billion - the mobile advertising market in 2012, up from $700 million in 2008 (source)
75% – increase in investment in mobile apps by the top one-third of advertisers and agencies (source)
Reasons to spend - a growing market, client demand and increased standardization in the app world (source)
So the question is, what makes a good app? And what makes a great app? Here are 5 design characteristics that, I think, take an app from good to great:
1) It’s Simple
A good app does what you want it to do as soon as you open it. Its purpose should be obvious and intuitive; it does one thing, and it does it well. In terms of interface, you see only what you need to see, there are no complicated menus, and there aren’t a plethora of tiny buttons.
2) It’s Integrated
Smartphones come with some great tools: a camera, GPS, wifi and 3G, a mic, a speaker and motion sensors. That means your phone has the ability to find your location, give you directions, take photos, create reminders, send emails, and more.
A good app will make intelligent and innovative use of these tools to enhance its functionality and usefulness.
3) It’s Unique and Useful
With 140,000 apps in Apple’s App Store alone, there are bound to be redundant and/or gimmicky apps. I wonder, how many apps are downloaded and then never (or rarely) used again? I, myself, have a couple screens worth. Of course, these are not great apps. Why? They aren’t solving a problem or meeting a need that occurs on a regular basis!
A great app will help you out every day, and become an extension of you. My top 3 used apps:
- Google Maps for transit directions (I need to get around every day)
- WeatherEye so I know what to wear, and what to expect
- Tweetie to get my dose of news and info
Or the app might just be unique, and could be great, even if it’s only used once a year. A couple examples are Shazam and Zipcar.
4) It’s Social
Twitter, Facebook, Youtube, etc, etc — they are all about sharing. It’s *social media* for a reason, and it’s where it’s at. We like to share information and to let people know what we’re doing. We tweet. We check in. We update our status. We post photos and videos.
This is word of mouth GOLD! So why doesn’t EVERY app have a button that allows you to — at the very least — tweet something? Your users love your app; let them tell the world. For an app to be great, for an app to spread like wild fire, it must have built-in social media!
Tweet Your App Off!
5) It Enhances an Experience
It’s been said over and over: It’s all about the experience! The experience you have in conjunction with using an app is what will make the app truly great, and put it head and shoulders above the rest. Foursquare hit it big because it takes everyday experiences (going for coffee or drinks, having lunch, etc..) and elevates them. Now, you’re not just getting a coffee, you’re checking in and unlocking a badge. You didn’t just have a drink. No sir, you just became the mayor!
This level of app-greatness is rare, but it can and should be done. And at the very least, it’s something to strive for.
So those are my characteristics of a great app. Are there any others?