With the prevalence of smartphones and tablets today, a mobile app is a critical component of many digital strategies.
Part five of a series.
Mobile’s role should be considered in the end-to-end customer journey and in light of the customer expectations.
Consumer-oriented businesses have led the way in mobile, but increasingly, intermediary-based and business-to-business organizations are finding customers expect to be connected beyond the browser.
An app that is simple and plugged into the digital ecosystem (e.g., leveraging integration of GPS, maps, sensors and online payments) can delight customers. An app that is clunky, not optimized for mobile devices and provides very limited functionality will quickly be deleted from a phone or moved to a back page, never to be opened again — and reflect negatively on the brand/organization offering it.
So getting app design right is key, and having experienced designers and developers create it will help you get it right. From a technology standpoint, you must create a mobile/Web technical architecture that establishes standards, simplifies testing and deployment of upgrades and incorporates new components as part of your overall technology and digital ecosystem.