A Step-by-Step Guide to Leaping into App-World

I bet you have the digital future of your brand all planned out...

You are probably developing an app. And rightly so. The era of desktop has long gone and today, wearable and mobile advertising is the new way to keep customers engaged. Especially now that most internet browsing occurs on smartphone handsets. Asking consumers to continuously interact with your brand (either on their phone or through other smart devices) also asks a lot of your organization: a customer's attention comes at great value... but you won’t get it easily.

Before you start building an app, think about how it would fit into your company's digital landscape. Developing an app doesn’t equal digital strategy. Apps must fit into a wider model and serve a clear purpose. Such as the new Subway app (below) that integrates PayPal with Apple Pay and allows consumers to buy a sandwich on-the-go without queuing.

So, let’s break down what you really need to know about app-development:

1. Return on investment

Successful apps are measured by more than just what value they brings to consumers. Companies with brilliant apps often have dedicated specialized IT departments to create technology infrastructures. If you don't have this sort of budget or expertise, invest in a digital master - someone who can produce the app and create a strong product based on intelligence, API’s and real-time analytics... It really is worth doing it right.

2. Design challenge

An app takes a business idea and translates it onto a small screen. While the app’s purpose is important, design is its most defining and memorable feature.

Use a team of experienced designers to convey your message and be sure to use logical and effective user-interfaces, as these as the equivalent to the holy grail of app world. For example, we asked customers why they liked our ING banking app (below) so much and they said that its ease of use - touch-ID security, new functions like voice recognition and an Apple Watch extension - were some of its winning features.

Always prototype apps first and chose the best flows and UX-principles with a developing team. Don't forget to test the concept and only then can you start working on interactive elements and design, including technological solutions and animations - which are essential in the industry.

3. Choosing the right platform

Now think. Android, iOS or Windows? Or all of the above? Native or Hybrid?

Identify your target group as this will help you to make your decision.

4. Agreeing release cycles

When releasing your app, consider real user's stories to prioritise distribution methods. If it's a complex app, maybe release it in app stores in its early stages to get public feedback and test demand. Regular and planned releases along the way can be beneficial, but be warned that you will have to constantly update the app as the system it is supported by changes.

5. Promotion and retention plan

Promote your app-icon and link it to the product's website. Some apps will feature video tutorials, promos or a press kit and while this may increase online exposure, it will also automatically rank your app higher in the store. Build a community around the app's release and encourage influencers and users to use it and to leave comments. Lastly, if you send notifications, make sure they are valuable: don’t annoy your target audience with useless advertising. Be relevant.

6. Winning the battle for attention

The battle for attention is on. Think of wearable technology and other devices to get your app ahead. Keep an eye out for competition and compare your digital capabilities with theirs. App-development is a project in itself, so be aware that once the app is out, it will need to constantly evolve. But this also creates huge potential for further innovation.