Today, in a company that is trying to make a profit by utilizing a “mobile app”, analyzing and maximizing “user experience (UX)” has become the greatest challenge.
A common issue in such cases is the question, “what kind of UX data should be collected and analyzed?”
The operation system to apply more effectively to “app improvement” and “marketing measures” must also match the business speed of mobile apps.
Based on the above, I would like to introduce “three points” as to what is required to make use of the mobile app and make a profit.
It is now a very common consumer behavior to buy goods at a convenient time, place, and method for the smartphone in one hand. The movement toward “omnichannel”, which seeks to integrate multiple channels from a series of flows in consumer behavior, is also rapidly spreading, particularly in the retail industry.
With the advent of mobile devices and mobile apps, business leadership has rapidly become “customer-centric.” To synchronize application development with the speed of business development, quickly form and release business ideas, collect and analyze data on user experience (UX) from customers, and feedback the results to the next idea. There are not a few companies and teams that adopt the cycle of hypothesis → execution → verification → improvement (PDCA cycle).
Point 1: Focus on UX more important than “look and feel”
In general, as a representative index for evaluating UX of a mobile application, there are “number of new/active users”, “session length” and “retention (usage continuation rate)”. It is essential to understand marketing strategies and release plans to understand the actual situations and trends of users using the app.
In the “store” of the mobile platform, the words “heavy”, “fall” and “do not move as expected” are commonly found in apps that are not highly rated by existing users. It’s easy to imagine that the more negative the ratings, the more new users who stop watching it.
When operating mobile apps, I would like to reaffirm that it is important to check UX related to “performance” and “crash” as well as or better than “look and feel”.
For example, a network-related company has released a survey that 57% of users stop using the app when the response time of the app exceeds 3 seconds. In the case of mobile applications, in particular, there are many that mash-up multiple Web APIs, etc., and the performance of the application is characterized as “it is susceptible to the performance of the external network”.
The stability of apps that don’t “crash” is a more fundamental factor in improving UX. It’s hard to imagine that apps that crash often will be uninstalled from the user’s device right away.
Point 2: Collect UX data from the “Developer” perspective
As mentioned above, it is necessary to minimize the impact on users due to problems such as crashes, but on the other hand, showing customers an attitude to respond promptly to problems is a positive image of the corporate brand It is worthwhile to change to For that purpose, it will be necessary to collect “detailed data needed by developers.”
It is also the developer’s job to embody business ideas. The ability to collect UX data from a developer’s perspective “connected to the application source code” will lead to more efficient development and faster business speed.
Point 3: “Must minimize overhead among personnel”
Mobile application development generally takes the roles of marketing, development, operation, and customer support in a division of labour or part-time job. Communication overhead is not only inefficient but also causes “retrofit risk”, especially when developing with fast cycles.
Therefore, “common tool services” should be used to collect data that is the source of communication within the team.
There are many tools and services for analyzing UX of mobile applications, for a fee-free charge, and various functions. It is thought that there are many cases in which the service is selected because it is famous and free of charge, but there is also a risk that it will fall over at the end of the period.
Also, as mentioned above, many tool services collect and analyze UX data, but many of them realize functions by adding an API for data collection to the application source coding.
In other words, if you try to use multiple tools at the same time, you will incorporate APIs of multiple different vendors in the source of the application, which is maintenance overhead and cause their “multi-action failure” It, can also be a cause.