Increasingly, organizations desire an app of their own. For many businesses, this can be a source of increased visibility for their organization or even a channel to generate more revenue. A great example is apps by large and small businesses alike allowing users to order and pay for food and then stop by to pick it up. The business gains increased visibility with their corporate logo on the user’s phone, while the user gains an improved user experience… everyone wins.
Conversely, many organizations create an app just so they can advertise that they have one. They want the increased visibility for their brand, and they imagine a benefit for the user that causes them to create the app. However, does the user truly benefit, or does the business instead create a failed attempt at trying to seem relevant? I’ve seen some apps for businesses that aren’t worth downloading as they provide no tangible benefit. Rather than enhancing the company’s relevance, the app creates a cheap or cheesy brand image. Sadly, organizations can also appear lacking in technical know-how and damage their brand.
We’re here to help! If your organization is looking to create an app, be sure to identify a tangible benefit to the user. Give the user a compelling reason to keep the app installed on their phone. Convince them not to uninstall the app or give a poor recommendation to their friends. Be careful not to create an app just to say you have one. Instead, determine – first and foremost – how it adds tangible value for the user. After all, the end-user doesn’t care how the app improves your brand or your revenue. They simply installed it on their phone so it could benefit them!