Product management for Android Apps

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Product Management for Android Apps

- Mr. Raman Suprajarama

23 July 2011, The Blr Android Group

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The PM Model - Outline

1. Before building apps – Appmeter Test

2. Building apps - App Desgin

3. After building apps - Launch

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Details, The PM ModelAppmeter Test

1. Offering Awareness2. Existing User Experience3. Problem and Gap

Identification4. Morphological Analysis5. Use of Personas6. Designing for People7. Decision Making8. Identifying Revenue Models

App Design

1. Roadmap and Milestones2. Designing User experience

• Use of Walk-Thrus• Doing Away with

Function Specs3. User Enshrinement and Lock

in4. Monetize5. Enrichment6. Mediums

• Web apps• Mobile apps –

Android, iPhone, Bada, WinMo, Symbian etc

• Widgets• Platforms• API’s

Launch

1. In Product Marketing• Viral loops• Anchors• Rewarding

2. Tune In3. Zero Budget Launch4. Proto types5. Private Releases6. Beta Programs7. Social Media8. Feedback9. Critical Mass Acquisition

OthersInvestments | Building a Team | Industry & Competition | Building the Ecosystem | Product Life Cycle | Change Management | Discontinuation

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Offering Awareness

Netflix - Instantly watch TV shows & movies streaming on your android device.1,000,000 - 5,000,000

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Offering Awareness

Qik - Capture special or spontaneous moments on video using your mobile phone. 1,000,000 - 5,000,000

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Offering Awareness

Bookmyshow – Book Tickets in Advance, Avoid Queue’s and reserve your seats.10,000 - 50,000

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Offering Awareness

What VALUE will our app offer to our users?

Define:Value• The usefulness of something considered

in respect of a particular purpose

Some more examples1. Angry Birds – Interactive and Intuitive Fun on Mobile2. Weather Channel – Real-time weather conditions, local forecasts and severe weather alerts on the

move3. Astro File Manager – Organize, Delete, Move files on your Android device4. Barcode Reader - Scan barcodes on products then look up prices and reviews on your mobile

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Offering Awareness

What is not VALUE?

• Real-time details• Cool graphics• Cloud Computing• “Hi-Fi” Algorithms• Etc.,

Value decides the PRODUCT-MARKET Fit.

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Details, The PM ModelAppmeter Test

1. Offering Awareness2. Existing User Experience3. Problem and Gap

Identification4. Morphological Analysis5. Use of Personas6. Designing for People7. Decision Making8. Identifying Revenue Models

App Design

1. Roadmap and Milestones2. Designing User experience

• Use of Walk-Thrus• Doing Away with

Function Specs3. User Enshrinement and Lock

in4. Monetize5. Enrichment6. Mediums

• Web apps• Mobile apps –

Android, iPhone, Bada, WinMo, Symbian etc

• Widgets• Platforms• API’s

Launch

1. In Product Marketing• Viral loops• Anchors• Rewarding

2. Tune In3. Zero Budget Launch4. Proto types5. Private Releases6. Beta Programs7. Social Media8. Feedback9. Critical Mass Acquisition

OthersInvestments | Building a Team | Industry & Competition | Building the Ecosystem | Product Life Cycle | Change Management | Discontinuation

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Morphological Analysis

A procedure used for Shortlisting Features

My App

My App can also do this.

My App also has this feature.

My App also has this feature.

My App also has this feature.

My App also has this feature.

My App has this feature.

My App also has this feature.

My App also has this feature.

My App also has this feature.

So, What should the App really do?

My App

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Morphological Analysis

Add what is required.

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Morphological Analysis - Example

Writing Instrument

Accessory Professionals Business

Pencil Clip on Long Lasting Looks Elegant

Fountain Pen CarryAbility to write on multiple Surfaces

Scratch Proof

Ball Point Slide Single Surface Talks High Profile

Roller Insert Erasable Organizer

“Page 3” PermanentBusiness Card

Reader

Style Statement Smudge-Proof Time

Pin Easy to hold

Offering - Must have writing accessory for the business professional.

RequirementsFe

atu

res

Time to Decide – 1 Hour

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Details, The PM ModelAppmeter Test

1. Offering Awareness2. Existing User Experience3. Problem and Gap

Identification4. Morphological Analysis5. Use of Personas6. Designing for People7. Decision Making8. Identifying Revenue Models

App Design

1. Roadmap and Milestones2. Designing User experience

• Use of Walk-Thrus• Doing Away with

Function Specs3. User Enshrinement and Lock

in4. Monetize5. Enrichment6. Mediums

• Web apps• Mobile apps –

Android, iPhone, Bada, WinMo, Symbian etc

• Widgets• Platforms• API’s

Launch

1. In Product Marketing• Viral loops• Anchors• Rewarding

2. Tune In3. Zero Budget Launch4. Proto types5. Private Releases6. Beta Programs7. Social Media8. Feedback9. Critical Mass Acquisition

OthersInvestments | Building a Team | Industry & Competition | Building the Ecosystem | Product Life Cycle | Change Management | Discontinuation

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Designing User Experience

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Designing User ExperienceApp must be

1. Useful (Value) and To the point2. Intuitive (No learning curve)3. Ovoid Existing Obstacles and

Ease Bottlenecks4. Easily Accessible5. Credible and Trust worthy6. Predictable7. Self Learning

(Recommendations)

i.e. minimum of bullshit and a maximum of "get the job done."

Don Norman says, “The essence of experience design is people’s memory. Every interaction contains good and bad, but it’s the final impression that matters”

Hans Hoffmann says “The ability to simplify means to eliminate the unnecessary so that the necessary may speak.”

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Designing User Experience

Some more examples

Google Sky Google Goggles

Two BIG Questions to ask ourselves.

1. Will females like it?2. What bottle necks

that existing or competitor apps have are eased?

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Details, The PM ModelAppmeter Test

1. Offering Awareness2. Existing User Experience3. Problem and Gap

Identification4. Morphological Analysis5. Use of Personas6. Designing for People7. Decision Making8. Identifying Revenue Models

App Design

1. Roadmap and Milestones2. Designing User experience

• Use of Walk-Thrus• Doing Away with

Function Specs3. User Enshrinement and Lock

in4. Monetize5. Enrichment6. Mediums

• Web apps• Mobile apps –

Android, iPhone, Bada, WinMo, Symbian etc

• Widgets• Platforms• API’s

Launch

1. In Product Marketing• Viral loops• Anchors• Rewarding

2. Tune In3. Zero Budget Launch4. Proto types5. Private Releases6. Beta Programs7. Social Media8. Feedback9. Critical Mass Acquisition

OthersInvestments | Building a Team | Industry & Competition | Building the Ecosystem | Product Life Cycle | Change Management | Discontinuation

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Android App

--- You are the Guru ---

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Details, The PM ModelAppmeter Test

1. Offering Awareness2. Existing User Experience3. Problem and Gap

Identification4. Morphological Analysis5. Use of Personas6. Designing for People7. Decision Making8. Identifying Revenue Models

App Design

1. Roadmap and Milestones2. Designing User experience

• Use of Walk-Thrus• Doing Away with

Function Specs3. User Enshrinement and Lock

in4. Monetize5. Enrichment6. Mediums

• Web apps• Mobile apps –

Android, iPhone, Bada, WinMo, Symbian etc

• Widgets• Platforms• API’s

Launch

1. In Product Marketing• Viral loops• Anchors• Rewarding

2. Tune In3. Zero Budget Launch4. Proto types5. Private Releases6. Beta Programs7. Social Media8. Feedback9. Critical Mass Acquisition

OthersInvestments | Building a Team | Industry & Competition | Building the Ecosystem | Product Life Cycle | Change Management | Discontinuation

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Viral Loops

Foursquare Gowalla

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Viral LoopsVirility is built in the DNA of the product.

Not Limited to Social Networks like FB, Twitter,etc

Friends and Network are built into the Experience and Value.

myBantu

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Viral Loops

Viral Media Platform

Embedding in App’s Core

Funnel Optimization

Designing a Viral Loop

Conversion

Plan B or “Ask” Model

Scaling

1. Compelling value for sharing

2. Overcomes privacy concern

3. Simple integration with existing contacts: local address book, Facebook, Linkedin, etc.

4. Low transaction friction to share

5. Low transaction friction to sign up

1. Email2. Social

Networks like Facebook, Twitter, LinkedIn, etc.

3. Blogs and RSS Feeds

4. Mobile

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Details, The PM ModelAppmeter Test

1. Offering Awareness2. Existing User Experience3. Problem and Gap

Identification4. Morphological Analysis5. Use of Personas6. Designing for People7. Decision Making8. Identifying Revenue Models

App Design

1. Roadmap and Milestones2. Designing User experience

• Use of Walk-Thrus• Doing Away with

Function Specs3. User Enshrinement and Lock

in4. Monetize5. Enrichment6. Mediums

• Web apps• Mobile apps –

Android, iPhone, Bada, WinMo, Symbian etc

• Widgets• Platforms• API’s

Launch

1. In Product Marketing• Viral loops• Anchors• Rewarding

2. Tune In3. Zero Budget Launch4. Proto types5. Private Releases6. Beta Programs7. Social Media8. Feedback9. Critical Mass Acquisition

OthersInvestments | Building a Team | Industry & Competition | Building the Ecosystem | Product Life Cycle | Change Management | Discontinuation

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Zero* Budget Marketing

Elements to consider

• Website SEO• Google Adwords• Facebook Advertisments• Blogging• Facebook Page• Tweets• News letters• White papers• Article Submissions• Directory Listing• Social Bookmarking• ….

Elements to consider

• Value to the user• Viral Loops• Company Blog• Website with Page

Markups

* Minimal Budget and Not Zero Budget

Examples

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Thank you.

Raman SuprajaramaEmail: raman.suprajarama @ gmail.com

Cell: +91-99860-77100