tag:www.econsultancy.com,2008:/topics/web-apps Latest Web Apps content from Econsultancy 2017-03-01T14:46:59+00:00 tag:www.econsultancy.com,2008:BlogPost/68846 2017-03-01T14:46:59+00:00 2017-03-01T14:46:59+00:00 Three effective ways pharma brands have used Facebook for marketing Patricio Robles <h3>VAYA Pharma buys targeted Facebook ads</h3> <p>To market Vayarin, a prescription "medical food" used in the dietary management of attention-deficit/hyperactivity disorder (ADHD), VAYA Pharma <a href="http://www.dmnews.com/social-media/pharma-company-succeeds-using-social-media/article/638864/">turned to</a> social marketing firm Adaptly, which determined that Facebook, thanks to its targeting capabilities, was the ideal platform on which VAYA could reach parents who have children with ADHD.</p> <p>Adaptly's campaigns, which used Facebook Link Ads and the Facebook Audience Network, ran between May and July 2016 and targeted parents between the ages of 35 and 54. Keyword interest categories were used to identify interest in ADHD.</p> <p>The result: the campaigns delivered nearly 100,000 visitors to the VAYA's Vayarin website and generated more than 270,000 downloads of the company's consumer-focused Vayarin infosheet. What's more, by using the Audience Network, which allows Facebook advertisers to target users outside of Facebook, Adaptly says that it was able to beat its target cost-per-link-click by nearly 50%.</p> <p><strong>Key takeway: </strong>Pharma companies looking to reach well-defined target audiences have plenty of opportunities to do so with Facebook's ad offerings.</p> <h3>Novartis supports a Facebook Live event</h3> <p>Big pharma doesn't have the best reputation these days, potentially making it even more difficult for pharma marketers to cut through the clutter when attempting to reach consumers directly through digital channels like social.</p> <p>But there are ways to deal with this, <a href="https://econsultancy.com/blog/68403-pharma-company-novartis-taps-facebook-live-event-to-promote-heart-failure-drugs/">as pharma giant Novartis demonstrated</a> when it teamed up with the American Heart Association and actress/singer Queen Latifah as part of its <em>Rise Above Heart Failure</em> initiative. One component of the initiative was a Facebook Live panel discussion featuring Queen Latifah and medical doctor Karol E. Watson, a professor of medicine/cardiology and the co-director of the UCLA Program in Preventive Cardiology.</p> <p><img src="https://assets.econsultancy.com/images/0008/0425/Screen_Shot_2016-10-17_at_17.13.28.png" alt=""></p> <p>Nearly 1,000 people tuned into the event, and the recording has since been viewed some 36,000 times. </p> <p><strong>Key takeaway:</strong> Pharma companies can gain positive exposure by creating or supporting the creation of informative and educational health content on Facebook. This includes Facebook Live content that is produced and distributed in partnership with other organizations.</p> <h3>Johnson &amp; Johnson builds a Facebook app</h3> <p>Facebook launched the Facebook Platform in mid-2007, giving third parties the opportunity to build apps that are integrated with Facebook for the first time ever.</p> <p>One of the earliest pharma companies to embrace the Facebook Platform was Johnson &amp; Johnson, which through a division of its Johnson &amp; Johnson Vision Care, Inc. subsidiary, <a href="http://www.marketwired.com/press-release/vistakonr-brings-acuminder-to-facebook-users-895672.htm">launched a Facebook application</a> for its Acuminder service, which sends important reminders to contact lens wearers. The Acuminder Facebook app, which is no longer active, allowed users to receive those reminders in their Facebook news feeds.</p> <p><img src="https://assets.econsultancy.com/images/0008/4222/acuminder.png" alt="" width="727" height="315"></p> <p>As of February 2009, Johnson &amp; Johnson said that nearly 20,000 users had signed up to receive Acuminder alerts, and that "bi-weekly contact lens wearers using Acuminder reported a marked improvement in their contact lens behavior."</p> <p><strong>Key takeaway:</strong> While Facebook apps are no longer the most prominent fixture on the service, Johnson &amp; Johnson's early embrace of the Facebook Platform to extend its Acuminder service to the world's largest social network demonstrates that pharma companies do have opportunities to deliver value to consumers through utilitarian apps. </p> tag:www.econsultancy.com,2008:BlogPost/68601 2016-12-06T14:54:31+00:00 2016-12-06T14:54:31+00:00 What are progressive web apps (PWAs)? Ben Davis <h3>What are PWAs?</h3> <p>Simply put, they are websites that feel more like an app.</p> <p>They load quickly (no App Store involved), can be added to your smartphone home screen, function offline and can send push notifications - making them much more convenient than a traditional web app.</p> <p>Unsurprisingly, Google came up with the term, and PWAs are seen alongside <a href="https://econsultancy.com/blog/68490-google-s-accelerated-mobile-pages-12-pros-and-cons/">Accelerated Mobile Pages</a> as a weapon in the fight for slick mobile UX (fundamentally, quick and reliable loading).</p> <p>PWAs were made possible by advances in JavaScript and web browsers which now support more HTML5.</p> <h3>How do they work?</h3> <h4>App shell</h4> <p>PWA's use an app shell, which is the minimal HTML, CSS, and JavaScript required to power the user interface.</p> <p>The first time you load the app, the app shell is cached on your phone.</p> <p>On subsequent visits, this app shell is loaded very quickly from the local device cache, reducing the volume of data that needs to be freshly downloaded.</p> <h4>Service worker</h4> <p>The work of caching the app shell is done by a service worker.</p> <p>Service workers are JavaScript files that can control a particular website by modifying navigation and resource requests. These workers decide what is cached and when.</p> <p>Service workers are not exclusive to PWAs; they already enable features like push notifications.</p> <h4>App manifest</h4> <p>The manifest is a JavaScript file that controls how your website (PWA) appears to the user (for example on the device home screen), and directs what functionality can be launched and how.</p> <p>Chrome on Android allows PWAs to display a banner to the user, asking them if they would like to add the app to their home screen (similar to a native app download prompt).</p> <h3>What are the benefits?</h3> <p>The benefits of Progressive Web Apps are as follows:</p> <ul> <li> <strong>Fast &amp; reliable:</strong> They respond quickly and can work offline</li> <li> <strong>Engaging:</strong> The app-like UX is more enjoyable to use. </li> <li> <strong>Progressive:</strong> The whole point of PWAs, they are designed to work on any browser (and don't involve an app store).</li> <li> <strong>Responsive:</strong> They are responsive websites, so can run on phone, tablet or desktop.</li> <li> <strong>Fresh:</strong> The service worker allows the app data to be updated 'behind the scenes'.</li> <li> <strong>Safe:</strong> Served via HTTPS.</li> <li> <strong>Discoverable:</strong> Search engines can find PWAs.</li> <li> <strong>Re-engageable:</strong> Push notifications.</li> <li> <strong>Installable:</strong> Can be added to the home screen.</li> <li> <strong>Linkable:</strong> Sharable via URL.</li> </ul> <h3>Do they have any downsides?</h3> <p>Safari has not yet implemented support for service workers, the Push API or web app manifests. That means functionality is severely reduced.</p> <p>Social media apps may have their own in-app browser which doesn't support PWAs, and so sharing via social can be troublesome.</p> <p>Fairly obviously, PWAs are not listed in app stores, meaning people looking there may not find your company.</p> <h3>Give us an example then!</h3> <p><a href="https://flights.airberlin.com/en-DE/progressive-web-app">Airberlin has developed a PWA</a> allowing passengers to view their boarding pass and details about their destination.</p> <p><img src="https://assets.econsultancy.com/images/0008/2090/pwa.png" alt="pwa" width="300"></p> <p>The Washington Post also released a PWA back in May. It will roll out fully by the end of the year, aiming to be the fastest news site on the web. <a href="https://www.washingtonpost.com/pwa/">Check it out</a>.</p> <p>Finally, Flipkart is one of Google's most impressive case studies. India's biggest ecommerce player developed a PWA that resulted in a 70% increase in conversions.</p> <p>The retailer also saw a 40% higher re-engagement rate and 3x lower data usage.</p> <p><img src="https://assets.econsultancy.com/images/0008/2100/flipkart.png" alt="flipkart" width="300"></p> tag:www.econsultancy.com,2008:BlogPost/67866 2016-05-20T11:51:44+01:00 2016-05-20T11:51:44+01:00 Five implications of Android Instant Apps for marketers Ben Davis <h3>A game changer for NFC?</h3> <p>The whole debate around customer experience with <a href="https://econsultancy.com/blog/67705-what-s-now-next-for-digital-technology-in-retail-stores/">iBeacons</a> comes down to the app. Marketers can only target those with their app installed and the challenge is providing genuinely useful functionality that also happens to be interruptive.</p> <p>So far, iBeacons haven't been a success. But in the world of Android, neither has <a href="https://econsultancy.com/blog/65307-five-retailers-using-nfc-and-rfid-to-enhance-shopping-but-do-they-work">NFC</a>.</p> <p>Yes, NFC has different use cases, downloading an app or launching a web page with customer intent (they need to tap). But problems still exist - the user has to trust the web experience will be seamless.</p> <p>Implementations of NFC thus far haven't always been successful.</p> <p>But one of the demonstrations of Instant Apps from Google is the parking meter shown below. The experience is started by NFC, which launches the Instant App, and allows a customer to pay for parking within a slick 'native' environment.</p> <p>The implications for NFC could be dramatic, providing implementation is as smart as this example.</p> <p><img src="https://2.bp.blogspot.com/-mVhKMMzhxms/VzyKg25ihBI/AAAAAAAADEM/dJN6_8H7qkwRyulCF7Yr2234-GGUXzC6ACLcB/s800/Park%2Band%2BPay%2B-%2BDevice%2Bwith%2BMeter%2B%2528Final%2529.gif" alt="nfc launch app" width="360" height="728">  </p> <h3>A gamechanger for payment?</h3> <p>One of the beauties of launching an Instant App is the ability for customers to pay via Android Pay.</p> <p>This is part of what makes the example above (the parking meter) even more compelling. Payment details are already stored and checkout occurs quickly.</p> <p>Allowing Android users to pay within apps they have never installed opens up a world of services. Think of the convenience in mobile commerce.</p> <h3>A gamechanger for app discovery?</h3> <p>No navigating the app store. No waiting for download then cancelling.</p> <p>Metrics such as the percentage of downloaders still using the app after a set time period should improve because the user can preview the app and have more of an idea of whether they like it or not.</p> <p>Most importantly though, the GIF below shows what a boon this will be to <a href="https://econsultancy.com/blog/66977-eight-reasons-to-kill-your-native-mobile-app">app discovery.</a> The users will potentially do the job for you, sharing an Instant App link with friends via a social network or messaging app.</p> <p>And, of course, the app creator can also promote in this way, sharing the link through <a href="https://econsultancy.com/reports/email-census/">email marketing</a>, brand messaging, SMS etc.</p> <p><img src="https://2.bp.blogspot.com/-q5ApCzECuNA/VzyKa9l0t2I/AAAAAAAADEI/nYhhMClDl5Y3qL5-wiOb2J2QjtGWwbF2wCLcB/s800/BuzzFeed-Device-Install%2B%2528Final%2529.gif" alt="messaging android app" width="360" height="728"> </p> <h3>A gamechanger for UX? </h3> <p>Apps are more immersive, use more smartphone functionality and are often more beautiful. The problem is that we can't be bothered with them.</p> <p>According to <a href="https://econsultancy.com/blog/67783-five-key-findings-for-marketers-from-ofcom-s-media-report/">Ofcom's recent media usage study</a>, 42% never download new apps (see below).</p> <p>Now that we might be bothered, using Instant Apps to access modular functionality, will the days of poor mobile experiences be forgotten.</p> <p>And what will Tim Berners Lee think? Is this open web or not?</p> <p><img src="https://assets.econsultancy.com/images/0007/4277/Screen_Shot_2016-04-25_at_13.06.11.png" alt="ofcom stats" width="615"></p> <h3>A gamechanger for customer service?</h3> <p style="font-weight: normal;">I'm not entirely sure about this, but I needed a fifth point.</p> <p style="font-weight: normal;">The messaging GIF above, what if that was an interaction with a brand (e.g. through <a href="https://econsultancy.com/blog/67864-vr-messaging-or-assistant-which-is-the-best-bet-for-google/">Allo</a> or Facebook Messenger)? The brand could use Instant App links to better serve customers.</p> <p>For instance, a bank could offer a link to a loan calculator in-app. I can't think of too many examples of this, but it does seem like a possible improvement to cross-channel service, above and beyond deep linking. </p> tag:www.econsultancy.com,2008:BlogPost/67683 2016-03-30T11:06:00+01:00 2016-03-30T11:06:00+01:00 How typography will help your responsive website stand out James Hopkins <h3>Be responsive, accessible and different</h3> <p>When someone uses the term ‘accessibility’ in the context of web development, they’ll likely be referring to the practice of ensuring that users who require assistive technologies are able to use your website.</p> <p>However, the topic of accessibility is far wider ranging than the aforementioned scope. Rather, it is ensuring that <em>anyone</em> regardless of device is able to use your application.</p> <p dir="ltr">With such a wide-ranging array of internet-enabled devices (phones, tablets, etc), it’s important that your application caters for these devices in seamless way.</p> <h3 dir="ltr">“Oh, here is another big picture website…!”</h3> <p dir="ltr">Hamburger menu? Check. Full screen image? Check. Scroll prompt? Check.</p> <p dir="ltr">Did you ever get <a href="https://econsultancy.com/blog/67408-web-design-convergence-what-why-and-does-it-matter/">a sense of deja vu</a>?</p> <p dir="ltr">Chances are, the website you’re looking at is ‘<a href="https://econsultancy.com/blog/66081-responsive-web-design-15-of-the-best-sites-from-2014/">responsive</a>’ - meaning the same webpage will fit in different screen sizes nicely, with the same functionality on offer.</p> <h4 dir="ltr">But why don’t you make a separate m. website instead?</h4> <p dir="ltr">Chances are you’ve seen a URL in your address bar whilst on your mobile that is prepended with an ‘m’ subdomain.</p> <p dir="ltr">The vast majority of the time this’ll denote a standalone mobile-specific website, that is entirely separate from the desktop version.</p> <p dir="ltr">There are some major drawbacks with this model:</p> <ul> <li>Maintenance overhead and development costs associated with several disparate codebases.</li> <li>Reliance on potentially brittle device detection.</li> </ul> <p dir="ltr">In contrast, a responsive website incorporates the same underlying codebase, with its responsive nature coming from adaptations of its user interface based on environmental variables.</p> <p dir="ltr">These include screen resolution, aspect ratio, and orientation. This concept provides a leaner approach throughout the project lifecycle.</p> <p dir="ltr">In addition to the technical decisions when constructing a responsive website, design considerations are also incredibly important.</p> <p dir="ltr"><em>A typical responsive website, with hamburger menu and 'big picture'.</em></p> <p dir="ltr"><img src="https://assets.econsultancy.com/images/0005/9589/IDA.png" alt="responsive website" width="615"></p> <h3 dir="ltr">Mobile first</h3> <p dir="ltr">Another buzz word in the responsive design sphere is the term ‘mobile first’. Essentially, this means that you should be designing for the smallest device size envisaged, and progressively increasing support for larger resolutions.</p> <p dir="ltr">On larger screens such as a desktop monitor, you can have content elements side by side. There is enough room for it. You can have several items displayed almost at the same level.</p> <p dir="ltr">However on the narrowest possible screen, you have to reduce the number of columns, which forces you to organise your content in a much more linear fashion. Moreover, it forces you to think in terms of information hierarchy and single priority order.</p> <p dir="ltr">Once you work out the order, going back to a larger screen is a much simpler process. And many choose to keep this single order; even keep the hamburger menu (it’s the icon with three lines stacked up and usually reveals a site navigation in some way).</p> <p dir="ltr">They reason “you might as well put beautiful massive images on it. Or make it a video. Nice simple layout. Clear hierarchy. Job done.”</p> <p dir="ltr">Except, that is what a lot of other people are doing. How can we achieve a responsive website that doesn’t look like everyone else’s?</p> <h3 dir="ltr">It’s all about typography</h3> <p dir="ltr">The best responsive designs come with good, considered typography. As far as I am concerned, there are two factors for great typography.</p> <p dir="ltr">The first one is personality. Is the typeface appropriate for what you’re trying to communicate? You don’t warn people of death in Comic Sans (unless it’s for comic purposes obviously). Does it represent the brand? Does it have right level of authority?</p> <p dir="ltr">And the second one is semantic. Typography has to convey the right relationship between each word, sentence and paragraph.</p> <p dir="ltr">To illustrate, this example is stripped off any typographic consideration:</p> <table style="border-collapse: collapse;"> <colgroup><col width="593"></colgroup> <tbody> <tr> <td> <p dir="ltr">It’s all about typography.</p> <p dir="ltr">How personality of typeface and semantic affects how you communicate through words.</p> <p dir="ltr">“Oh, here is another big picture website…!” Hamburger menu? Check. Full screen...</p> </td> </tr> </tbody> </table> <p dir="ltr">And the same text, with some of those considerations added back in:</p> <table style="border-collapse: collapse;"> <colgroup><col width="590"></colgroup> <tbody> <tr style="height: 0px;"> <td style="vertical-align: top;"> <h3 dir="ltr">It’s all about typography</h3> <p dir="ltr"><strong>How personality of typeface and semantic affects how you communicate through words</strong></p> <p dir="ltr">“Oh, here is another big picture website…!” Hamburger menu? Check. Full screen...</p> </td> </tr> </tbody> </table> <p dir="ltr">The second example makes it clear that these are heading, subheading and extract, rather than three equally weighted paragraphs in various grammatical styles.</p> <p dir="ltr">It may seem that this is simple stuff that everyone does but awareness of relationships between content and style are critical in achieving a good responsive layout.</p> <p dir="ltr">Once style and content are tied together so they are ‘semantic’, layout can be a lot more flexible.</p> <p dir="ltr">This is the same principle as the relationship between HTML and CSS, <a href="https://econsultancy.com/blog/67625-making-your-html-accessible-for-the-visually-impaired/">which have separate functions but linked meaning</a>. HTML displays the ‘meaning’ of your content and CSS displays how it ‘looks’.</p> <p dir="ltr">Typography displays the ‘relationships’ of your content and layout changes how it ‘flows’ without changing the order.</p> <p dir="ltr">Having strong typographic principles allows you to move your content around more freely without breaking what it means.</p> <p dir="ltr">Good typography combined with clear prioritisation of mobile devices will allow you to be more flexible with layout at different screen sizes.</p> <p dir="ltr"><em>An example of bold typography from agency land.</em></p> <p dir="ltr"><a href="https://econsultancy.com/blog/67376-13-examples-of-websites-with-confident-typography/"><img src="https://assets.econsultancy.com/images/0007/0452/Screen_Shot_2016-01-06_at_09.11.42.png" alt="bold typography" width="615"></a></p> <h3 dir="ltr">Think accessibility and beyond</h3> <p dir="ltr">How can you ensure your typography is semantic and communicates what it supposed to do? I found the best way to achieve this is to think in terms of accessibility.</p> <p dir="ltr">Here are some stats around visual impairments you can consider.</p> <ul> <li>70% of UK population <a href="http://www.college-optometrists.org/en/utilities/document-summary.cfm/A60DE8E4-B6CF-49ED-8E0FE694FCF4B426">have mild vision impairment</a>.</li> <li> <a href="http://www.ageuk.org.uk/Documents/EN-GB/Factsheets/Later_Life_UK_factsheet.pdf?dtrk=true">17% (or 11m people) of the UK population is 65 or above</a> and many of them are tech savvy.</li> <li>3% (or 2 million people) of the UK population <a href="https://help.rnib.org.uk/help/newly-diagnosed-registration/registering-sight-loss/statistics">are living with sight loss</a>.</li> <li> <a href="http://www.colourblindawareness.org/colour-blindness/">4.5% has colour blindness</a>, and <a href="http://www.bdadyslexia.org.uk/">10% has dyslexia - 4% severely so</a>.</li> </ul> <p dir="ltr">To give you the sense of scale, current IE8 &amp; IE9 users in UK <a href="http://gs.statcounter.com/#desktop-browser_version_partially_combined-GB-monthly-201501-201601">are about 3.5% combined</a>.</p> <p dir="ltr">As you can see, these are not trivial numbers. And on top of making all these new users happy (and hopefully buying your products), by considering them, you can design a better responsive website.</p> <h4 dir="ltr">Semantic typography</h4> <p dir="ltr">The way to do this right is to think of semantic HTML. If it’s an article, call it an article. If it’s a button, call it a button.</p> <p dir="ltr">The same principle applies to typography, if it’s a heading, call it heading 1 &lt;h1&gt;, if it’s a subheading call it heading 2 &lt;h2&gt;, etc.</p> <p dir="ltr">It helps the browser to examine your content and really understand the position of each sentence.</p> <h4 dir="ltr">Think large and spacious</h4> <p dir="ltr">For those with minor visual impairment, having large text definitely helps. I consider 14pt average sized, as a guide. Having plenty of space that complements typography helps dyslexic audience, as well as creating a clean spacious design.</p> <p dir="ltr">With so many different devices, thinking about ‘the fold’ is pretty much replaced by mobile first, single priority order, which means you can add more space between elements; in fact, as much as you need to create the right context.</p> <h4 dir="ltr">Characterful typeface</h4> <p dir="ltr">Those with dyslexia may prefer having a font with distinct shapes for each letter. For example when d and b are just the mirror of each other, it’s hard to distinguish between them.</p> <p dir="ltr">Choose a font that reflects your brand well and works well for a dyslexic audience. Differentiate for yourself and for others.</p> <h4 dir="ltr">Make it work without colours</h4> <p dir="ltr">The principle “if it works without colours, it works anywhere”  is a good, plain old usability.</p> <p dir="ltr">Colours can be used to emphasise information and that can be a really powerful design element. However, if it works without colours, that is even more robust.</p> <h4 dir="ltr">Mind the contrast</h4> <p dir="ltr">Good contrast helps mild vision impairment and make things much easier to read for everyone.</p> <h4 dir="ltr">Consider background colour</h4> <p dir="ltr">Dyslexic audiences may find it easier to read when the page doesn’t have the strong glare of a white background. A softer tone is easier to read from and it will help add a personality to your design. Added bonus.</p> <p dir="ltr">You can see this in action at <a href="https://www.fortnumandmason.com/">Fortnum &amp; Mason's site</a>, where we’ve used soft cream tones to differentiate the atmosphere of the site and create a warm and ambient feeling.</p> <h3 dir="ltr">Be different</h3> <p dir="ltr">Taking all these factors into account, you will end up with a clear, accessible, responsive website. And it doesn’t have to look like a wider, bigger version of mobile layout.</p> <p dir="ltr">Push yourself to think differently - as long as you don’t forget the all important accessibility, your responsive website will work well and stand out from the crowd. Give it a go.</p> <p dir="ltr"><em>This blog was co-authored by Sari Griffiths, Chief Design Officer at Red Badger</em></p> tag:www.econsultancy.com,2008:BlogPost/67004 2015-10-06T10:05:59+01:00 2015-10-06T10:05:59+01:00 Are mobile apps bottom of the marketing funnel? Patricio Robles <p>As one prominent venture capitalist sees it though, there's little conflict between the mobile web and native apps.</p> <p>Fred Wilson, a partner at Union Square Ventures, believes that the mobile web is top of funnel for companies while their native apps are bottom of funnel.</p> <p>In <a href="http://avc.com/2015/09/mobile-web-is-top-of-funnel-mobile-app-is-bottom-of-funnel/">a blog post</a>, he writes...</p> <blockquote> <p>I like to think of [it] this way. The mobile web is the window of your store. Users window shop on your mobile website. Getting them to download and install and use your mobile app is like getting them to come into the store. And that’s where the action is long term.</p> </blockquote> <p>Wilson points to comScore data as evidence for his argument. According to comScore, mobile audience growth is being driven by mobile websites.</p> <p>Across the top 1,000 native apps, year-over-year growth is 21% while year-over-year growth across the top 1,000 mobile websites is double that at 42%.</p> <p>ComScore credits this to advantages the web has in terms of "digital infrastructure." For instance, despite the fact that there is a growing amount of interest in and activity around deep linking, linking to content is far easier on the mobile web.</p> <p>But where native apps shine is in time spent. On both smartphones and tablets, comScore says that apps account for 87% of a user's time compared to just 13% for the web browser.</p> <h3>The native app lie</h3> <p>On the surface, these statistics seem to suggest that Wilson's top of funnel/bottom of funnel argument could be the foundation for a sensible mobile strategy. But is it?</p> <p>Unfortunately, the devil is in the details. A relatively small number of super-popular apps account for a significant amount of the time spent in native apps. According to comScore's data, <strong>in 2014 Facebook's app alone <a href="http://www.comscore.com/Insights/Blog/Major-Mobile-Milestones-in-May-Apps-Now-Drive-Half-of-All-Time-Spent-on-Digital">accounted for</a> 18% of all time spent on mobile.</strong></p> <p>The vast majority of native apps experience high if not painful levels of churn, and lots of companies use less-than-efficient techniques in an attempt to <a href="https://econsultancy.com/blog/66851-five-tips-for-reducing-mobile-app-churn">reduce this churn</a>.</p> <p>For instance, many companies spend significant amounts on new user acquisition, which can keep some metrics up, but at the end of the day, they still lack the highly engaged native app audiences that companies can deliver real value to and extract real value from.</p> <p>In reality, there's only so much time to go around, and most companies cannot and should not expect that they will be able to grow highly-engaged native app audiences. That doesn't mean that they shouldn't build native apps (although they should know <a href="https://econsultancy.com/blog/66977-eight-reasons-to-kill-your-native-mobile-app">when to kill them</a>).</p> <p>But it does mean that treating a native app as the bottom of the funnel as opposed to a channel that can stand on its own is for most companies likely to produce disappointing results.</p> <p><em>To learn more about mobile marketing, book yourself onto our <a href="https://econsultancy.com/training/courses/mobile-usability-and-ux/">Mobile Usability and UX Training Course</a>.</em></p> tag:www.econsultancy.com,2008:BlogPost/66702 2015-07-15T14:38:42+01:00 2015-07-15T14:38:42+01:00 How DevOps is changing the business of IT consulting Jacob McMillen <h2>Overview of DevOps</h2> <p>The <a href="http://www.jedi.be/blog/2010/02/12/what-is-this-devops-thing-anyway/" target="_blank">idea of DevOps</a> is relatively new, started by a group of like-minded IT professionals in 2009 in Belgium. It used to be more popularly known as “DevOps Days” in reference to the conferences conducted on the subject. For brevity’s sake and hashtag viability, the term was shortened to DevOps.</p> <p>What DevOps aims to accomplish is enhanced efficiency within software development. It intends to help organizations more quickly produce software products and services, in addition to boosting operations performance.</p> <p>DevOps enables cross-departmental integration with IT operations, connecting functions that have been traditionally separated. It connects software engineering (development), quality assurance or analysis, and technology operations. Moreover, DevOps covers the entire delivery pipeline, rather than limiting itself to a subset of functions or development stages. </p><p>DevOps most notably creates palpable improvements when it comes to product (software) delivery, feature development, quality analysis, and maintenance releases, all of which contribute to improvements in the reliability, security, and deployment cycles of the software products being developed.</p> <p>In terms of software release management, DevOps also creates benefits by standardizing the development environments.</p> <p>Finally, it provides developers with greater control over the development environment by establishing a more application-centered understanding.</p> <h2>A change in perspective</h2> <p>Your IT consulting professionals are typically the same people who make up the groups collectively referred to as “DevOps teams.”</p> <p>These include software engineers, system engineers, system administrators, operations engineers, infrastructure engineers, software developers, operations managers, IT managers, software architects, project managers, web developers, security engineers, QA engineers, platform engineers, security managers, and backend developers.</p> <p>Accordingly, there are easily noticeable changes in IT consulting that can be attributed to DevOps.</p><p>For this discussion, DevOps professionals and IT consultants can be taken to mean the same information technology specialists who provide IT services that benefit businesses. However, the whole point of DevOps is to veer away from the traditions of typical IT consulting.</p> <p>DevOps has <a href="http://devops.com/2015/02/17/comparing-devops-traditional-eight-key-differences/" target="_blank">key differences from traditional IT consulting</a>. Members of DevOps teams work as one integrated unit, rather than separately performing individual functions. Instead of focusing on "getting my job done", every member of the team is focused on getting the project ready for deployment.</p> <p>The perspective change from "my job" to "our project" can result in massive benefits for the business.</p> <h2>Impact of DevOps on IT consulting</h2> <p>The benefits of DevOps can be summarized as follows:</p> <ol> <li>Pay (revenue) differences</li> <li>Team empowerment</li> <li>Tractability in deployment and maintenance</li> <li>Enhanced end product reliability</li> <li>Speedier time-to-market</li> <li>Greater efficiency</li> </ol> <h3>1. Pay (Revenue) Differences</h3> <p>For the most part, DevOps has allowed IT professionals to earn better. Figures gathered in this <a href="https://www.incapsula.com/blog/devops-salary-survey.html" target="_blank">2015 DevOps survey</a> look rather bright for IT professionals thinking of hopping on the DevOps bandwagon.</p> <p>Most DevOps professionals tend to earn better in comparison to the prevailing salaries surveyed by Payscale. DevOps system administrators, for example, earn a median salary of $86,000 compared to the $58,897 average of traditional sysadmins.</p> <p>DevOps web developers and security engineers also have a higher median pay,</p> <p>The median salary for all surveyed DevOps professionals is $105,600.</p> <h3>2. Team empowerment</h3> <p>Another excellent benefit of the DevOps movement is the empowerment of the different IT professionals who work together on a project.</p> <p>This is mostly due to the idea that all members in a DevOps team are allowed to offer input and across all areas of the project.</p> <p>Members are empowered to take ownership of the entire project, rather than being limited to a single set of tasks.</p> <h3>3. Deployment and maintenance tractability</h3> <p>Tractability means the ease with which individuals allow themselves to be managed - how receptive they are to influence and suggestion.</p> <p>Team tractability is a highly coveted benefit enable by DevOps' cross-disciplinary approach.</p> <p>Sysadmins and developers are no longer able to engage in the notorious blame game, where developers accuse sysadmins of creating an unreliable platform, and sysadmins complain that code from the developers is unreliable.</p> <p>With everyone working together at each stage of the process, problems can be solved by the team as they arise.</p> <h3>4. Better reliability</h3> <p>Because of the emphasis on communication, collaboration, integration, and automation, it is only logical to expect a better end product from the work done under the DevOps approach.</p> <p>As highlighted in point #3, since the entire team is working together throughout the development process, the vast majority of problems will be identified and solved by various branches of the team well before launch.</p> <h3>5. Faster time to market</h3> <p>There are convincing claims that DevOps results in faster time to market and continual improvement. The ratio, reportedly, could be at the vicinity of 1:30 (non-DevOps vs DevOps) in terms of deployment.</p> <p>This is because DevOps makes it easier to go from “idea” stage to a working software at the initial project development stage. This benefit allows developers to experiment on what can be done with the project and to continuously introduce incremental improvements.</p> <h3>6. Greater Efficiency</h3> <p>Enhanced efficiency is perhaps the major advantage of DevOps. It makes almost everything faster and leads to less resource wastage. </p> <p>This improved efficiency, in particular, can be observed in how companies no longer have to assign greater priority to stabilizing new features. In a DevOps setup, there is one team that takes responsibility for ensuring stability while creating new features.</p> <p>The team is able to do this efficiently because of the advantages afforded by a shared code base, test-driven techniques, continuous integration, automated deployments, and smaller change sets.</p> <h2><img style="vertical-align: middle;" src="http://assets.econsultancy.com/public/imgur/pFw42L4.jpg" alt=""></h2><p>Is DevOps the future of IT consulting? </p><p>It’s still early to claim that DevOps is the revolution needed in the IT consulting world. However, it is doubtlessly a promising approach businesses should consider adopting.</p><p>While some critics see it as a ploy by northern European sysadmins to establish prominence in their field, at the end of the day, a development approach centered around cooperation and communication is the type of idea that solves longstanding problems in the software and IT consulting industries.</p> <p>Whether you want to adopt the "brand name" or not, when working on a given project, increasing communication and cooperation across all departments involved is, in my opinion, ALWAYS a good idea.</p> <p><em>For more Econsultancy content from Jacob McMillen, check out this <a href="https://www.incapsula.com/load-balancing/high-availability.html" target="_blank">article on website availability</a> or this <a href="https://econsultancy.com/blog/66101-five-mistakes-marketers-make-when-using-social-proof/" target="_blank">post on social proof mistakes</a>.</em></p> tag:www.econsultancy.com,2008:BlogPost/66486 2015-06-01T10:00:00+01:00 2015-06-01T10:00:00+01:00 Stats: The growing and enduring appeal of messaging apps Luke Richards <p>The app-related stats which jumped out at me this month, however, concern those from the messaging category.</p> <p>Key services such as Facebook Messenger, WhatsApp and SnapChat are increasingly becoming household names, and I wanted to delve deeper into their growth and their ongoing appeal.</p> <h3><strong>Young people driving growth</strong></h3> <p><a title="Pew Internet Teenage Messaging App Use" href="http://www.pewinternet.org/2015/04/09/teens-social-media-technology-2015/" target="_blank">Recent US-focused data from Pew Research Center</a> digs into the popularity of messaging apps among teenagers.</p> <p><img src="https://assets.econsultancy.com/images/0006/3394/Mobile_northamericaapps_PewInternet_Apr_2015.png" alt="" width="318" height="746"></p> <p>Their research finds that 33% of teenage cell phone owners use messaging apps including WhatsApp and Kik. Girls are more likely to use them than boys (37% versus 29%) and those living in urban areas are more active in the category than suburban and rural dwellers.</p> <p>Additionally, <a title="ComScore Messaging Apps US" href="http://www.comscore.com/Insights/Market-Rankings/comScore-Reports-February-2015-US-Smartphone-Subscriber-Market-Share" target="_blank">recent data from comScore</a> highlights just how popular messaging apps are in the market overall. Facebook Messenger is the fifth most popular app in the country (reaching more than 51% of smartphone users) and Snapchat is the fifteenth most popular (reaching more than 19%).</p> <h3><strong>Messaging apps are connecting people in growth markets</strong></h3> <p>While messaging apps are clearly proving important to young people in the US, recent research from Ipsos and GlobalWebIndex looks at the popularity of these apps across the MENA and APAC regions respectively.</p> <p><img src="https://assets.econsultancy.com/images/0006/3395/Mobile_MENAapps_Ipsos_March_2015.png" alt="" width="747" height="435"></p> <p><a title="Ipsos MENA Gareth Deree Presentation" href="http://www.slideshare.net/IpsosMENA/digital-media-forum-2015" target="_blank">Ipsos data presented by Gareth Deree in March 2015</a> looks at key apps as used By MENA smartphone users throughout an average day.</p> <p>WhatsApp clearly accounts for most daily app use, especially during the evening and late at night. Skype, texting apps and social media also see significant use throughout the day.</p> <p><a title="GlobalWebIndex APAC Messaging Apps" href="https://www.globalwebindex.net/products/chart_of_the_day/17th-november-2014-wechat-dominates-mobile-messaging-in-apac?utm_campaign=Chart+of+the+Day&amp;utm_source=hs_email&amp;utm_medium=email&amp;utm_content=14925676&amp;_hsenc=p2ANqtz-8NDNG-s5tnLt8I5fcenL830Wz09JPoSYGTNg4dUeXkbbDvRZISbvfG-CQx6GUqyVUbMKLe363zlNLK0ajn6Coc_KHIPAi_j6yRwylmzd3aF8dAywQ&amp;_hsmi=14925676" target="_blank">GlobalWebIndex also looked at APAC messaging app popularity in late 2014</a>. WeChat leads the market reaching 39% of internet users, followed by Facebook Messenger at 16% with Skype and WhatsApp not far behind.</p> <h3><strong>Messaging apps lead other categories for retention</strong></h3> <p>While messaging apps may be leading the sector in the growth stakes, research from <a title="Flurry/Yahoo! Messaging App Retention" href="http://yahoodevelopers.tumblr.com/post/114492418503/messaging-apps-the-new-face-of-retail-banking" target="_blank">Flurry and Yahoo!</a> also looks at how the category is performing better than average when it comes to retention as well.</p> <p>On average, after an app has been installed for 12 months only 11% of users will open it again. For messaging apps this proportion of users is far higher at 62%, a rate the same as that seen at six months after download.</p> <p>Messaging apps perform much better than others even when looking at use within the same month an app has been downloaded. With retention rates peaking at 68%, and those of average apps only hitting 36%.</p> <h3><strong>The messaging app sub-category is a fascinating one</strong></h3> <p>The current data highlights that for an app type where the purpose at first seems very narrow, numerous services are offering an increasing degree of messaging diversity – whether that’s short video clips, or being more geared toward contacts in a specific social network.</p> <p>The growing mobile audience is truly embracing the range of messaging apps on offer, using respective services for different means, conversation types and different contact types.</p> <p>It will be exciting to see how the sector develops further and whether the big messaging names such as Facebook and Skype can hold their own against the WhatsApps and SnapChats of tomorrow.</p> tag:www.econsultancy.com,2008:BlogPost/66474 2015-05-21T14:59:01+01:00 2015-05-21T14:59:01+01:00 Six ways mobile can ease traveler stress and increase bookings Carin Van Vuuren <p dir="ltr">In order to reduce travel stress and bolster brand loyalty, brands should:</p> <h3 dir="ltr"><strong>Optimize travel trust</strong></h3> <p dir="ltr">Mobile provides consumers access to the world right at their fingertips.</p> <p dir="ltr">In a few quick taps, globetrotters can scope out destinations and amenities halfway around the world -- yet according to <a href="http://pages.usablenet.com/WC2015-03TraveleBook_Registration.html?_ga=1.162818812.1968264689.1425913433">research we recently conducted</a>,<strong> 41% refrain from researching on mobile,</strong> a stark contrast from the whopping 87% that browse by tablet.</p> <p dir="ltr">Despite the swarms of mobile-centric travelers, many travel sites are not properly optimized for mobile. Photos and videos are difficult to view, navigation is flawed and filtering is insufficient.</p> <p dir="ltr">To optimize travel trust and ensure experiences are seamless and consistent on all channels, brands are advised to carry out an audit of their customer experience and see where consumer pain points lie.</p> <p dir="ltr">By ensuring content is consistent across all touchpoints, brands can minimize the risk of unnecessary misunderstanding and eliminate the frustration associated with planning a trip.</p> <h3 dir="ltr"><strong>Use visuals to drive excitement</strong></h3> <p dir="ltr">To make the mobile experience more conductive for researching trips, <strong>brands should pay special attention to high-quality visual content. </strong></p> <p dir="ltr">Images and videos are the selling point during the research and booking phases and often greatly impact travelers’ decisions. Yet, visuals are a key aspect travelers feel is missing from their mobile experience.</p> <p dir="ltr">To drive excitement, brands must provide a visual representation of the experience they will be receiving.</p> <p dir="ltr">Engage travelers with rich visual content throughout the experience, leveraging location-specific videos and user-generated reviews.</p> <p dir="ltr">By incorporating best UX practices, which also include eliminating “pinch and zoom” and pixelated  images,  users will feel more confident about making a booking decision on mobile.</p> <h3 dir="ltr"><strong>Soothe insecurities</strong></h3> <p dir="ltr">Research shows that insecurity is a prominent emotion during the booking stage of the consumer journey.</p> <p dir="ltr">During this phase, travelers worry whether sensitive information is safe over open and unsecured connections, a factor that can drastically affect one’s willingness to book and pay on mobile.</p> <p dir="ltr">In fact, <strong>51% of travelers are not likely to use mobile payment while 58% of travelers are apprehensive to book by mobile.</strong></p> <p dir="ltr">To ease such concerns, travel brands should incorporate feedback and security elements throughout the journey, such as progress bars and visual security cues, and embrace language ensuring users their personal information is safe.</p> <p dir="ltr">By adding UX elements that increase the users’ sense of reassurance, brands can reduce stress and increase traveler confidence.</p> <h3 dir="ltr"><strong>Fight frustration with feedback</strong></h3> <p dir="ltr">Nobody likes sparring with tech support. While researching and booking trips, travelers are frustrated by slow load times and fear losing connection in the midst of transactions, anxieties heightened by the crucial role these stages play.</p> <p dir="ltr">To soothe tension, <strong>brands must gauge if their sites are user friendly and aptly designed for performance. </strong></p> <p dir="ltr">In particular, users crave timely feedback on their actions; the use of a spinner indicates the system is working, addressing dreaded lag times.</p> <p dir="ltr">Including a numbered step indicator throughout the core booking stages also helps users maintain a sense of progress.</p> <p dir="ltr">By paying attention to technical issues that may arise on mobile, and updating the user during their experience, brands can eliminate frustration and decrease the number of drop offs on mobile.</p> <p dir="ltr">Brands should also streamline operations by reducing the number of lengthy pages and streamlining forms to include only those fields vital to checkout.</p> <p dir="ltr">Designing functionalities tied to user activity can diffuse frustration while increasing performance and decreasing the likelihood of technical issues.</p> <h3 dir="ltr"><strong>Build anticipation through apps</strong></h3> <p dir="ltr">Once travelers arrive at their destination, they yearn to explore their surroundings, not wait on a lengthy check-in line.</p> <p dir="ltr">More and more, hoteliers are embracing functionalities like mobile check-in and keyless entry, streamlining the admissions process.</p> <p dir="ltr">Mobile is truly a one-stop shop for travelers; devices could be used to order room service, request housekeeping and access other amenities.</p> <p dir="ltr">Opportunities exist to create apps that focus on specific use cases, such as Virtual Concierge, Food &amp; Beverage, Beauty Services, or Banqueting.</p> <p dir="ltr">Meanwhile, rather than carry guidebooks, <a href="http://pages.usablenet.com/WC2015-03TraveleBook_Registration.html?_ga=1.162818812.1968264689.1425913433">61% of travelers value local information</a> on a brand’s mobile site to help plan their stay.</p> <p dir="ltr">A well-trained staff could support and complement new technologies while user testing can find the right balance between human interaction and automation.</p> <p dir="ltr">By providing a personalized experience, users will be more eager to use mobile throughout the journey.</p> <h3 dir="ltr"><strong>Incentivize sharing, streamline redemption</strong></h3> <p dir="ltr">After getaways, travelers return home with stories to tell, yet smartphones seldom do the sharing. </p> <p dir="ltr">Fewer than four out of 10 travelers share mobile photos on a brand’s social media pages and nearly all said they would not be inclined to share their travel experience unless it was beneficial to them.</p> <p dir="ltr">There is a prime opportunity for brands to offer customers incentives to share and book directly through their site. Getting customers to interact directly through your site creates a sense of excitement in travelers and increases the likelihood they’ll return to your site in the future.</p> <p dir="ltr">Loyalty programs are also a massive missed opportunity. Though the majority of travelers collect loyalty points, programs as a whole are underleveraged; <a href="http://pages.usablenet.com/WC2015-03TraveleBook_Registration.html?_ga=1.162818812.1968264689.1425913433">less than a third redeem points on mobile</a>.</p> <p dir="ltr">Brands must take measures to incorporate loyalty into mobile and market it as an extension of their brand. Design sites that allow travelers to seamlessly access their points and stress that interactions will be beneficial to them and their wallets.</p> <p dir="ltr">JetBlue, for example, allows loyalty members to pay for flights using acquired points. By clearly depicting this option, travelers see the value of such a program and can seamlessly claim their reward.</p> <p dir="ltr"><strong><img src="https://assets.econsultancy.com/images/0006/3368/jetBlue_Loyalty__1_.PNG" alt="" width="600"></strong></p> <p dir="ltr">While brands are accustomed to understanding a traveler’s practical needs and personal preferences, it is also valuable to respond to the emotional states of their customers.</p> <p dir="ltr">From the earliest rounds of research to boarding the flight home, emotions play a key role in travelers’ mobile experience; how brands cater to these sentiments can make or break relationships.</p> <p dir="ltr">Travel brands should proactively conduct a UX audit to see how see how functionalities perform. To best engage audiences, invite users to browse and book with compelling visual navigation, advanced search options and rich visual content.</p> <p dir="ltr">By <a href="https://econsultancy.com/blog/65347-10-essential-features-for-mobile-travel-sites">improving the user experience of mobile offerings</a>, brands heighten the overall travel experience for guests and inspire repeat business.</p> <p dir="ltr">Implementing simple fixes can help ensure a user’s next vacation won’t be their last vacation with you.</p> tag:www.econsultancy.com,2008:Report/3773 2015-04-29T11:30:00+01:00 2015-04-29T11:30:00+01:00 Quarterly Digital Intelligence Briefing: The Quest for Mobile Excellence <p><strong>The Quest for Mobile Excellence </strong>briefing, produced by Econsultancy in partnership with <strong><a title="Adobe" href="http://www.adobe.com/solutions/digital-marketing.html">Adobe</a></strong>, provides data and insights for those wishing to benchmark their own activities around mobile, and to elevate the importance of related business initiatives within their organisations.</p> <p>This research comes 12 months after Econsultancy and Adobe published the <strong><a title="Quarterly Digital Intelligence Briefing: Finding the Path to Mobile Maturity" href="https://econsultancy.com/reports/quarterly-digital-intelligence-briefing-finding-the-path-to-mobile-maturity/">Finding the Path to Mobile Maturity report</a></strong>, giving us a great opportunity to assess the progress that companies have made in the intervening period.</p> <p>This year’s research is based on a global survey of nearly 3,000 marketers and digital professionals, providing another robust data set with which to compare last year’s findings.</p> <p>The following sections are featured in the report:</p> <ul> <li>Companies rise to the mobile challenge</li> <li>The desktop bias</li> <li>Investment and experimentation</li> <li>The need for mobile measurement</li> <li>The rise and rise of mobile apps</li> <li>Measuring, testing and optimising apps</li> <li>Ownership of mobile in a multichannel world</li> </ul> <h3> <strong>Findings</strong> include:</h3> <ul> <li>Almost two-thirds of companies (62%) are planning to <strong>increase their mobile investments in 2015</strong> compared to only 3% who are decreasing budgets. </li> <li>Around a fifth (19%) of companies now <strong>regard themselves as ‘mobile-first’</strong> compared to 13% last year.</li> <li>A third of companies (34%) said they had <strong>‘a defined mobile strategy that goes out at least 12 months’</strong>, down from 36% who agreed with this statement last year.</li> <li>The vast majority of respondents (71%) say that <strong>the desktop website is their top priority</strong> when it comes to providing a consistent customer experience, ahead of mobile site (16%), smartphone applications (10%) and tablet apps (3%). </li> <li>Only 11% strongly agree that they understand <strong>how mobile fits into the customer journey</strong> across devices and channels.</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> <p>A <strong>free sample</strong> is available for those who want more detail about what is in the report.</p> <h4> <strong>Econsultancy's Quarterly Digital Intelligence Briefings, sponsored by <a title="Adobe" href="http://www.adobe.com/uk/marketing">Adobe</a>, look at some of the most important trends affecting the marketing landscape. </strong><strong>You can access the other reports in this series <a title="Econsultancy / Adobe Quarterly Digital Intelligence Briefings" href="http://econsultancy.com/reports/quarterly-digital-intelligence-briefings">here</a>.</strong> </h4> tag:www.econsultancy.com,2008:BlogPost/65596 2014-10-16T10:50:00+01:00 2014-10-16T10:50:00+01:00 iPad app review: Manchester City's digital ambition is clear to see Ben Davis <h2>Home and consistency of UX</h2> <p>In line with the BBC and other design leaders, the homepage swipes left to reveal content. It works incredibly well, the pictures are crisp, the interface is responsive and there's the right amount of content on offer.</p> <p>Adding great consistency, each content section accessed from the menu, be it news, match reports, gallery etc, follows the same format of swipeable thumbnails. This is the sort of behaviour that makes an app usable. It makes sense to the user.</p> <p><iframe src="https://www.youtube.com/embed/j95YCUqoVew?wmode=transparent" width="615" height="461"></iframe></p> <h2>Content, internal linking and sharing</h2> <p>The emphasis of the app is content. That's refreshing to see, when far too many sports clubs use apps as a barefaced sell. City takes the opportunity to promote match tickets and competitions where needed, but the focus is on team news, match reports, interviews etc. It's what the fan wants.</p> <p>I delved into the last match result and thought the interface and the available material was pretty impressive, with a selection of video highlights and some articles. There's also some useful gestural instruction on how to close articles once I've opened them.</p> <p>The articles I found slightly difficult to skim read because of the choice of white text on a dark blue background (see below). It fits the club palette but isn't particularly easy on the eye.</p> <p>On the plus side, the photos are great and there are fairly prominent share buttons not just within the articles and highlights, but on their thumbnails, too. This is fairly smart, seeing as research has shown that many people share content without even reading it, especially on social platforms, but also from web content.</p> <p>Notice the <a href="https://econsultancy.com/reports/100-practical-content-marketing-tips-a-how-to-guide">internal linking</a> in the article, too. This is a nice touch, allowing me to easily read a match report and then jump to a player's profile and stats. Yaya Toure, for example, shown below.</p> <p><img src="https://assets.econsultancy.com/images/resized/0005/5050/photo_2-blog-full.png" alt="city app" width="615" height="461"></p> <p><img src="https://assets.econsultancy.com/images/resized/0005/5047/photo_3-blog-full.png" alt="yaya toure city app" width="615" height="461"></p> <h2>Design</h2> <p>Taking the example of the Premier League table and upcoming fixture calendar, I think the City App team has done a great job of laying out information.</p> <p>This section is so easy to use and pleasurable, too. Again, each fixture links off to a results or preview page (where, crucially, tickets are sold). The only slight annoyance is the absence of a back button, to get back to the calendar and table after exploring a fixture.</p> <p><iframe src="https://www.youtube.com/embed/iLAbTK0A9iY?wmode=transparent" width="615" height="461"></iframe></p> <h2>Bugs</h2> <p>I enjoyed the way video clips can play at thumbnail, within a match report dashboard, or be enlarged to full screen. It made me feel like I was using some of Sky Sports' fancy studio equipment.</p> <p>However, there are bugs here. See the video below for a crash that happened to me reliably when I played a video and then touched the same panel again.</p> <p>This is a pretty major flaw considering most fans are interested in game footage, but to give City their due, this is listed as an outstanding issue in the App Store and should be fixed soon.</p> <p><iframe src="https://www.youtube.com/embed/wjhom5vy69k?wmode=transparent" width="615" height="461"></iframe></p> <h2>iOS gesture conflict/enforcement?</h2> <p>It's nice that when I first open the app, there's a quick tutorial on how to swipe up on the app to reveal first team fixtures and the league table. I naturally assumed this would be a swipe up from the bottom of the page (despite the text that says otherwise - this is a lesson in how we use the web), in the same way iOS surfaces utilities and settings.</p> <p>One can swipe up anywhere on the City App page and it took a few seconds of trial and error to understand and get this right. I don't think a few wasted seconds is a problem, of course.</p> <p>It's very difficult to make an entirely consistent/predictable interface, but I thought this was worth mentioning to highlight the <a href="https://econsultancy.com/reports/mobile-web-design-and-development-best-practice-guide">issue in UX</a> of what to imitate. It can be difficult to know exactly what is a fully adopted behaviour, even for iOS users.</p> <p><img src="https://assets.econsultancy.com/images/resized/0005/5048/photo_1-blog-full.png" alt="gestural instruction on city app" width="615" height="461"></p> <p><iframe src="https://www.youtube.com/embed/govGjDOcL8g?wmode=transparent" width="615" height="461"></iframe></p> <h2>Conclusion</h2> <p>It's the simplicity of this app that makes it great. Even with a few creases to iron out, it's all about content and enjoying accessing that content. This is what building a global brand is about, striking a balance between the magic of football, watching it and reading about it, and selling stuff, too.</p> <p>The less said about the £61.95 football shirts, the better.</p>