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8 Ways to Improve App Store User Experience
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Transcript of 8 Ways to Improve App Store User Experience
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Developing an Interface for the Futureof Mass Market Software Distribution
Informa Mobile User Experience Conference: 18, November 2009
presented by Stephanie Rieger
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8 ways to improvethe app store user experience(that don’t involve squeezing
more stuff onto a small screen)
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what I will not talk about
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who has a store
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what it looks like
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the platforms it supports
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the ecosystem around it
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its billing mechanisms
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revenue models
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its politics
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or, the number of apps in the store
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these things are all (incredibly) important,so important that...
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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
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and when the dust clears,it will simply leave
a great big store full of content :-)
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so let’s take a closer look a the store
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stores have been around a long timeand they all have one thing in common...
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products, or if you prefer...inventoryCC BY 2.0 http://www.flickr.com/photos/davidw/1245345652/in/set-72157601682265152
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they also share similar concerns...
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discoveryCC-BY 2.0, http://www.flickr.com/photos/tracyhunter/101864931/
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searchCC BY 2.0 http://www.flickr.com/photos/davidw/1245345652/in/set-72157601682265152
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wayfindingCC BY 2.0 http://www.flickr.com/photos/slybeck/25847359/
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and compete in similar ways...
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drawing you inCC BY 20 http://www.flickr.com/photos/roosterfarm/445442722/
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by impulseCC BY 2.0 http://www.flickr.com/photos/jetalone/2171035379/
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through need or convenienceCC-BY 2.0, http://www.flickr.com/photos/bignavijp/3800631373/
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costCC BY 2.0 http://www.flickr.com/photos/cogdog/2899006860/
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recommendationCC BY 2.0 http://www.flickr.com/photos/glynnis/358502163/
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(pointless) differentiationCC BY 2.0 http://www.flickr.com/photos/slybeck/25847359/
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opportunities for personalizationCC BY 2.0 http://www.flickr.com/photos/smith/81109/
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...and serviceCC BY 2.0 http://www.flickr.com/photos/scornish/1764306516/sizes/l/
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...in other words,basic retailing and merchandising
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ok, but...the digital stores are different
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we have these things called databases
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endless shelf-space
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contextual advertising
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a decade of best-practices,design patterns
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algorithms, tagging, microformats...
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you can find anything, anytime
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intelligently target and profile everyone
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recommendation is practically “built-in”
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a lot of “real-world”problems just go away...
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or do they...?
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TIP #1: plan for ‘real people’
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app stores see content as inventory(which it is...)
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except people don’t actually want inventory
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when people make a purchase, they are looking to fulfill a need
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they want to explore
play
solve a problemmake friends
communicate
share
feel happy
show off
feel comforted
reciprocate
save face
celebrate
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because unlike computers, people arefickle, unpredictable...complicated
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1 person 1 phone 1 culture
but app stores, tend to view people like this
+ +
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when in fact...
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user accounts assume one-region
“not available in the UK store”
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few stores consider (or enable)a multi-device experience
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real people also shop for other people
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gifting apps or content
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gifting + out of box experience
+
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TIP #2: Prioritize metadata
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the more popular your app store is,the less useful categories become
Board games: page 1 of 70
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...so then there’s search
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but indexing this is not exactly easy
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so search has to rely on metadataprovided by app vendors
(which might be fine if these guyswere metadata experts)
http://www.flickr.com/photos/haimediagroup/2402295757/
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Case study: iStockphotoonline content marketplace
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5+ million items for sale70,000+ artist contributorsdetailed approval process
primary discovery mechanism: search
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detailed (curated) and tiered categories
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taxonomies & assisted keyword generation
disambiguation
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TIP #3: Editorial is your friend
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roll up your sleeves and actually look at the content :-)
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iStockphoto again...
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inventory management:open and closed categories
Needed filesNot needed
(i.e. closed category)
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TIP #4: Help them, help you
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think of it as a partnership
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if vendors look good, you look goodand vice versa
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proactively simplify their pain points
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iStockphoto again...
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training manual
manage vendor expectations
increases approval rate
clarify guidelines(e.g. IP, legal)
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another example...Apple
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remember these guys?
making an app is easy, making an icon...not so much
http://www.urbanartguide.de/
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icons made effortless
automatedcorner radius
and transparency
icon glow can be disabled if
needed
start with this
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TIP #5: Make it personal
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“staff picks” make things more personal,now take them to the next level
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iStockphoto again...
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premium content hand-picked by domain experts + higher royalties for vendors
iStockphoto, Vetta collection
premium cost
1% of overall collection
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TIP #6: Make it acessible
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a lot of purchases just happen
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people stumble-upon stuff they wantwhile doing other stuff...
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so discovery is hard to architect
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if you make it insanely easyto reach your content(from any platform)
you start to see stuff like this....
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iPhone apps
movie marketing
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Jamie Oliver (TV + web tie-in)
Click to buyfrom the App
Store
TV + desktop
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which can then come full-circle...
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with stuff like this...
“iPhone Appsfrom TV Ads”
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TIP #7: Explore other touchpoints
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offline app sales could bea natural extension for certain stores
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here’s how they could work...
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...and a less formal (and legal) variantin Thailand
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and it’s not just an “Asian thing”...
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“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
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now what if...
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destination stores...True Urban Park, Bangkok
buy a mobile... some books, or music.... bring your laptop...have a coffee...
and buy some apps...?
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Apple stores
Microsoft retail
even better if you can make it an activityCC BY 2.0 http://www.flickr.com/photos/smith/81109/
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TIP #8: Consider segmentation
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we’re familiar with segmentationin other industries
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“iconic style”
“accessible luxury”“great fashion, great prices”
fashion
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automotive
Cadillac
GMC
Chevrolet
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so far, app stores are selling pretty muchany app that passes the acceptance criteria
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but segments are emergingwhich could justify a “store within a store”
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the “pass-back” apps for kids
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adult
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business/enterprise
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personal shopping “money--but no time”
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and a final tip: if you’re not in it for the long run,
get out while you still can :-)