This is part 1 of a 10 part series. We’re looking at how startups and consumer apps can study their customers under a microscope in order to create an app that works exactly how they need it to.
1) Have a Clear, Bold Goal
When was the last time someone came up to you and said out of the blue, “That new inventory app is so easy to use! I didn’t even have to explain it to Rick, he just picked it up and started using it.” Or, “I asked one of my sales associates what app she and the crowd of people around her were using, and it turned out to be the new sales competition app.”
How about a grin on a warehousing employee that was the result of someone from IT proactively reaching out to him to tell him they saw he was having issues and fixed it on the spot? In the world outside of work, people are beginning to use software in a way that makes them happy.
They connect, they get cab rides, they book dinner reservations, and the experience seems to work the same way we do: naturally, seamlessly, without a manual or a tutorial from anyone else. What can we learn from these startups and apps that can bring those experiences into the workplace? And in the process, is it possible that you can end up not only looking like a rockstar, but even driving organizational change?
In this blog series, we’re going to look at some trends of how startups and consumer apps study their customers under a microscope to create an app that works exactly how they do.
When you aim for a clear vision, it’s easier for everyone around you to coalesce around that goal. When new features and ideas come up, they’ll be evaluated in terms of how they help you get to the clear vision.
What Not To Do
Don’t just make your app goal creating “an inventory lookup app.”
What To Do Instead
Think about what you’re impacting for the users of your app and for your business’ bottom line. A better goal might be: “make every product available to customers anywhere.” You’re skipping to the “why.” Why would I look up inventory in a retail setting? Well, most likely I want to sell more of it, and I’m looking to see where I can get some for a customer, or get more in my store. So skip the “function,” and jump to the benefits you’re looking for.
Example: How Uber Got It Right
Uber’s goal could have been “book a cab,” but by making their bold vision “to be an instant gratification service,” they aimed for a much bigger service that included the feelings they were looking to evoke in people. It helped to drive their now iconic map of an SUV heading toward your house the instant you hit “Book an SUV”; it helped justify building a seamless payment approach and it will give them a future full of ideas that deliver their vision to customers.
Other topics covered in this series include:
- Part 1: Have A Clear Bold Goal
- Part 2: Guide Users Toward Goals
- Part 3: Measure User Activities and Funnels
- Part 4: Onboarding, Not Training
- Part 5: Nudge Users Through Funnels
- Part 6: Thrill Users With Customer Service
- Part 7: Solicit Feedback from Real Users
- Part 8: Build Evangelists
- Part 9: Stay Slim
- Part 10: Iterate or Die