Developing an Interface for the Future of Mass Market Software Distribution (Informa Mobile UX, 2010)
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The document provides 8 tips for improving the user experience of app stores. The tips are: 1) Plan for real people rather than seeing users as simple inventory; 2) Prioritize high-quality metadata provided by app developers; 3) Leverage editorial content to curate apps; 4) Help developers to increase quality of their apps; 5) Personalize recommendations using staff picks; 6) Make the store accessible across multiple devices and platforms; 7) Explore offline touchpoints for app discovery and sales; 8) Consider segmenting the store into different categories to better target users. The overall message is that app stores should treat users as complex individuals rather than just inventory or customers, and can improve by providing more personalized experiences.
Developing an Interface for the Future of Mass Market Software Distribution (Informa Mobile UX, 2010)
- 1. Developing an Interface for the Future of Mass Market Software Distribution presented by Stephanie Rieger Informa Mobile User Experience Conference: 18, November 2009
- 2. 8 ways to improve the app store user experience (that don’t involve squeezing more stuff onto a small screen)
- 3. what I will not talk about
- 4. who has a store
- 5. what it looks like
- 6. the platforms it supports
- 7. the ecosystem around it
- 10. its politics
- 11. or, the number of apps in the store
- 12. these things are all (incredibly) important, so important that...
- 13. stores that are launched on a whim, have low reach and unpopular tools, policies or platforms will eventually have to adapt, re-think...or go away
- 14. and when the dust clears, it will simply leave a great big store full of content :-)
- 15. so let’s take a closer look a the store
- 16. stores have been around a long time and they all have one thing in common...
- 17. products, or if you prefer...inventory CC BY 2.0 http://www.flickr.com/photos/davidw/1245345652/in/set-72157601682265152
- 18. they also share similar concerns...
- 20. search CC BY 2.0 http://www.flickr.com/photos/davidw/1245345652/in/set-72157601682265152
- 21. wayfinding CC BY 2.0 http://www.flickr.com/photos/slybeck/25847359/
- 22. and compete in similar ways...
- 23. drawing you in CC BY 20 http://www.flickr.com/photos/roosterfarm/445442722/
- 24. by impulse CC BY 2.0 http://www.flickr.com/photos/jetalone/2171035379/
- 25. through need or convenience CC-BY 2.0, http://www.flickr.com/photos/bignavijp/3800631373/
- 26. cost CC BY 2.0 http://www.flickr.com/photos/cogdog/2899006860/
- 27. recommendation CC BY 2.0 http://www.flickr.com/photos/glynnis/358502163/
- 28. (pointless) differentiation CC BY 2.0 http://www.flickr.com/photos/slybeck/25847359/
- 29. opportunities for personalization CC BY 2.0 http://www.flickr.com/photos/smith/81109/
- 30. ...and service CC BY 2.0 http://www.flickr.com/photos/scornish/1764306516/sizes/l/
- 31. ...in other words, basic retailing and merchandising
- 32. ok, but...the digital stores are different
- 33. we have these things called databases
- 36. a decade of best-practices, design patterns
- 38. you can find anything, anytime
- 39. intelligently target and profile everyone
- 40. recommendation is practically “built-in”
- 41. a lot of “real-world” problems just go away...
- 42. or do they...?
- 43. TIP #1: plan for ‘real people’
- 44. app stores see content as inventory (which it is...)
- 45. except people don’t actually want inventory
- 46. when people make a purchase, they are looking to fulfill a need
- 47. play celebrate reciprocate make friends solve a problem share explore they want to feel comforted communicate show off save face feel happy
- 48. because unlike computers, people are fickle, unpredictable...complicated
- 49. but app stores, tend to view people like this + + 1 person 1 phone 1 culture
- 50. when in fact...
- 51. “not available in the UK store” user accounts assume one-region
- 52. few stores consider (or enable) a multi-device experience
- 53. real people also shop for other people
- 54. gifting apps or content
- 55. + gifting + out of box experience
- 56. TIP #2: Prioritize metadata
- 57. Board games: page 1 of 70 the more popular your app store is, the less useful categories become
- 58. ...so then there’s search
- 59. but indexing this is not exactly easy
- 60. so search has to rely on metadata provided by app vendors (which might be fine if these guys were metadata experts) http://www.flickr.com/photos/haimediagroup/2402295757/
- 61. Case study: iStockphoto online content marketplace
- 62. 5+ million items for sale 70,000+ artist contributors detailed approval process primary discovery mechanism: search
- 63. detailed (curated) and tiered categories
- 64. disambiguation taxonomies & assisted keyword generation
- 65. TIP #3: Editorial is your friend
- 66. roll up your sleeves and actually look at the content :-)
- 68. Not needed Needed files (i.e. closed category) inventory management: open and closed categories
- 69. TIP #4: Help them, help you
- 70. think of it as a partnership
- 71. if vendors look good, you look good and vice versa
- 72. proactively simplify their pain points
- 74. manage vendor expectations increases approval rate clarify guidelines (e.g. IP, legal) training manual
- 76. remember these guys? http://www.urbanartguide.de/ making an app is easy, making an icon...not so much
- 77. icon glow can be disabled if needed start with this automated corner radius and transparency icons made effortless
- 78. TIP #5: Make it personal
- 79. “staff picks” make things more personal, now take them to the next level
- 81. 1% of overall collection premium cost iStockphoto, Vetta collection premium content hand-picked by domain experts + higher royalties for vendors
- 82. TIP #6: Make it acessible
- 83. a lot of purchases just happen
- 84. people stumble-upon stuff they want while doing other stuff...
- 85. so discovery is hard to architect
- 86. if you make it insanely easy to reach your content (from any platform) you start to see stuff like this....
- 87. iPhone apps movie marketing
- 88. TV + desktop Click to buy from the App Store Jamie Oliver (TV + web tie-in)
- 89. which can then come full-circle...
- 90. “iPhone Apps from TV Ads” with stuff like this...
- 91. TIP #7: Explore other touchpoints
- 92. offline app sales could be a natural extension for certain stores
- 93. here’s how they could work...
- 94. Duoguo mobile content stores and kiosks in China http://duoguo.cn
- 95. ...and a less formal (and legal) variant in Thailand
- 96. and it’s not just an “Asian thing”...
- 97. “would you like a Google app with that?” + Best Buy “Walk Out Working” service http://bestbuyinc.com/news_center/11-05-09/best-buy%C2%AE-mobile-announces-partnership-google-co-market-google-mobile-app
- 98. now what if...
- 99. destination stores... True Urban Park, Bangkok buy a mobile... some books, or music.... bring your laptop... have a coffee... and buy some apps...?
- 100. Apple stores Microsoft retail even better if you can make it an activity CC BY 2.0 http://www.flickr.com/photos/smith/81109/
- 101. TIP #8: Consider segmentation
- 102. we’re familiar with segmentation in other industries
- 103. “great fashion, “accessible luxury” great prices” “iconic style” fashion
- 104. Cadillac Chevrolet GMC automotive
- 105. so far, app stores are selling pretty much any app that passes the acceptance criteria
- 106. but segments are emerging which could justify a “store within a store”
- 107. the “pass-back” apps for kids
- 108. adult
- 109. business/enterprise
- 110. personal shopping “money--but no time”
- 111. and a final tip: if you’re not in it for the long run, get out while you still can :-)