Businesses and brands are trying to ‘appify’ and digitise their services and products in order to differentiate their offering from competitors. A number of these companies are falling into the ‘app trap’, developing applications for the sake of it and not considering what their users and customers actually want.
If you find yourself at a crossroads as to whether or not you should digitise your product or service, make sure you ask yourself the following four questions to avoid the ‘app trap’.
Why are we doing this?
Many organisations want to be seen as the leader in their industry and believe digitising their service or product is the answer.
In some scenarios, this is the case but it shouldn’t be seen as a one-size-fits-all approach. There needs to be more substance than being the first in your industry to make something into an app.
It’s crucial that you know what your business goal is in delivering this solution and surveying customers is a great place to start.
Will data be important?
Companies soon realise the data collected from an app can be extremely valuable. However, this data can often be ignored and not utilised the way it should be.
Having data doesn’t create value on its own, you have to do something with it and improve your offering using the data you collect.
Will it have the staying power?
It’s important to consider your app’s staying power and analyse whether it’s going to be seen as a necessity as opposed to a novelty.
Is it simplifying a task and how long will it be before an even better solution is developed? These are all questions you need to be asking yourself to ensure your app is used for a significant period of time.
Has it been done before?
Staying ahead of your competition is key to success, so don’t just copy your competitors’ solutions. This will only show your customers that you’re playing catch up.
Before launch, you should ask yourself what other improvements or offerings you can offer that show you’re one step ahead, instead of two steps behind the competition.