Post on 13-Apr-2017
PRESENTATION DECK FOR SINGAPORE TOURISM BOARD MARKETING LAB
ABOUT SWAG SOFT
1. MOBILE APPS
2. GAMES
3. AUGMENTED REALITY
4. IBEACON TECHNOLOGY
5. APP MARKETING
A USER-CENTRIC APPROACH FOR MOBILE
THE PROBLEM WITH SOME WEBSITES
1. POOR SITE NAVIGATION
2. CLUTTERED INFORMATION
3. TOO MUCH/LITTLE INFORMATION
4. TOO MANY/LITTLE IMAGES
5. BAD LAYOUT
6. BROWSER INCOMPATIBILITY
7. NOT MOBILE FRIENDLY
A POORLY-DESIGNED WEBSITE
Problem #1 Graphics and text are all over the place. There is no proper structure. Where do users focus? __________________________________ Problem #2 There are too many links and no proper categories to compile and organize the links for the visitors. __________________________________ Problem #3 This website is obviously not mobile-friendly. __________________________________ Problem #4 There is no ‘About’ section to tell visitors what this website is all about and no ‘Contact’ information.
EXAMPLE OF A ‘POORLY’ DESIGNED WEBSITE
A WELL-DESIGNED WEBSITE ON DOG-TRAINING
IT IS CLEAR WHAT THIS BUSINESS OFFERS FROM THE START
WELL-CATEGORIZED DROPDOWN MENUS
JUST THE RIGHT NUMBER OF GRAPHICS TO HELP CONVEY SUBTLE MESSAGES AND MAKE THE SITE ATTRACTIVE.
UNDERSTAND WHAT VISITORS ARE LOOKING FOR GIVE THEM THE INFORMATION THEY NEED
UNDERSTAND WHAT VISITORS ARE LOOKING FOR WHO ARE YOUR DOG TRAINERS?
UNDERSTAND WHAT VISITORS ARE LOOKING FOR WHAT DO OTHER CUSTOMERS THINK ABOUT YOUR SERVICES?
THE SECRET – KEYWORD RESEARCH
REASONS TO GO MOBILE
WHY YOU NEED TO CONSIDER GOING MOBILE
1. PEOPLE SPEND MORE TIME ON THEIR MOBILE DEVICES THAN THEIR DESKTOPS
2. PEOPLE ARE SEARCHING FOR ANSWERS MORE ON MOBILE THAN DESKTOPS
3. PEOPLE ARE BUYING MORE ON MOBILE AND THIS TREND WILL LIKELY CONTINUE
4. MOBILE APPS PROVIDE A LESS DISTRACTED ENVIRONMENT THAN THE DESKTOP
5. MOBILE APPS CAN NARROW DOWN AND STREAMLINE SPECIFIC TASKS
6. MOBILE APPS CAN BE USED TO ENGAGE CUSTOMERS BETTER & WITH URGENCY
7. MOBILE APPS ALLOW CUSTOMERS TO ENGAGE WITH YOUR BUSINESS THROUGH MULTIPLE WAYS
THE PROBLEM WITH SOME MOBILE APPS
1. TOO MANY FEATURES
2. TRIES TO BE TOO MANY THINGS
3. OVERUTILIZATION OF SPACE
4. TOO MANY/LITTLE IMAGES
5. BAD LAYOUT
A POORLY-DESIGNED MOBILE APP
Problem The description offers a vague description of what the app user can expect. But it lacks vibrancy and looks boring. Remedy Nice pictures of products and humans would help prevent first-time users from being turned off by the app. And they would help sell the functions offered by the app much better.
EXAMPLE OF A ‘POORLY’ DESIGNED MOBILE APP
Problem #1 Nothing is showing as data is loading in the background. Remedy A loading icon would inform users that something is happening and there is no bug with the app. __________________________________ Problem #2 Users are not required to register or log in. Remedy Users should be required to register for a free account or log-in via Facebook so that the app developer can establish a relationship with them.
Problem #1 Empty space on top. Remedy It would be good to feature a banner that showcases some unique products or vendors from Thailand. __________________________________ Problem #2 Pure text is unappealing. Space is underutilized. Remedy It may be a good idea to consider using a grid system with pictures or icons accompanying the text to make this page more attractive, especially since this is the Home Page.
Problem #1 Text is hard to read even thought this is on an iPad. Remedy Enlarge text. __________________________________ Problem #2 There is a lack of intro what this section is about. Remedy A simple intro would tell helpfully tell users what this page is about. __________________________________ Problem #3 Sellers are not sorted in a systematic way. Remedy Users should be able to sort according to Alphabetical Order, Location and Product Category
Problem There is no easy way to quickly zoom in to what the user is looking for. Unfortunately the search feature at the top is a global search function. Remedy Include a Quick Search Feature.
Problem There is an overwhelming amount of features here which seem quite unnecessary. Remedy Keep it simple and offer only the most important features that the users are likely to want to use. For example, do users of this app really want to read ‘Press Releases’, or view ‘Media Relations Contacts’?
A WELL-DESIGNED MOBILE APP
BE CLEAR ABOUT YOUR SOLUTION ALLOW FACEBOOK SIGN UP
WHEN IT’S LOADING … GUIDE YOUR USERS
BE INFORMATIVE & INTERESTING BE VISUALLY ORGANIZED
QUESTIONS YOU SHOULD ASK WHEN BUILDING A MOBILE APP
WE ARE DESIGNING FOR PEOPLE
START BY UNDERSTANDING WHO, WHAT, HOW
WHO ARE YOUR CUSTOMERS?
WHAT PROBLEMS ARE YOU SOLVING FOR THEM?
HOW ARE YOU PROVIDING THE ANSWERS / SOLUTIONS?
ARE YOU GIVING THEM WHAT THEY ARE SEARCHING FOR?
ARE YOU GIVING TOO MUCH?
OR TOO LITTLE?
DON’T TRY TO BE EVERYTHING AND SOLVE EVERY PROBLEM.
KEEP IT SIMPLE, UNCLUTTERED AND STRAIGHT TO THE POINT.
FIND OUT WHAT FEATURES YOUR CUSTOMERS ARE USING.
FIND OUT WHAT YOUR CUSTOMERS LIKE AND DISLIKE.
A STEP-BY-STEP GUIDE TO BUILDING APPS PEOPLE WOULD WANT TO USE
STEP ZERO – IDENTIFY YOUR CUSTOMERS, THEIR NEEDS AND HOW YOUR BUSINESS CAN SERVE THEM BETTER THROUGH A MOBILE APP.
STEP 1 – ESTABLISH WHAT YOUR APP DOES AND CORRESPONDINGLY, ITS FEATURES
STEP 2 – CREATE A SIMPLE BLUEPRINT (DON’T BE TOO CONCERNED ABOUT GRAPHICS AT THIS STAGE)
STEP 3 – REFINE THE BLUEPRINT AND CREATE GRAPHICAL MOCKUPS
STEP 4 – PUT IT TOGETHER USING A PROTOTYPING TOOL
STEP 5 – GET PEOPLE TO USE YOUR PROTOTYPE
STEP 6 – OBSERVE, REFINE AND RE-ADJUST
HOW TO MARKET YOUR APP
WHEN MARKETING YOUR APP, PULL PEOPLE TOWARDS IT. DON’T PUSH YOUR APP TOWARDS THEM.
USE A SEARCH ENGINE KEYWORD TOOL TO DETERMINE THE KEYWORDS THAT PEOPLE ARE COMMONLY SEARCHING FOR.
If people are looking up these keywords on the search engines, chances are they would search for the same on the App Stores.
KEEP IT RELEVANT
1.RELEVANT NAME
2. RELEVANT CONTENT
3. RELEVANT KEYWORDS
4. RELEVANT CATEGORY
5. RELEVANT DESCRIPTION
GET WEBSITES AND BLOGS TO TALK ABOUT YOUR APP
USE APPLE’S NEW FEATURES
MAKE A THAI ADVERT
KEY TAKEAWAYS
WE ARE DESIGNING FOR PEOPLE. OTHER PEOPLE. UNDERSTAND THEIR NEEDS AND GIVE THEM WHAT THEY WANT.
START SMALL AND PRIORITIZE
IF THEY LOOK UP A KEYWORD ON THE SEARCH ENGINE, CHANCES ARE THEY WILL LOOK IT UP ON THE APP STORES.
WHEN MARKETING YOUR APP, PULL PEOPLE TOWARDS IT. DON’T PUSH IT TOWARDS THEM.
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