A. Andrew Pearce writes:
The importance of research should never be underestimated when you’re developing any iPhone app. In fact, it’s the first and most important step to take. You need to find out what your customers want and what they need. Plus you must be sure they are actually going to use it before you rush out and create it.
At Powwownow, the research we did provided us with the fundamental information for the app we developed.
Our customers identified the problem: there was no conference calling app on the market that allowed you to dial straight into a conference call without the need to remember pins, dial-in numbers and all the other information. Once you’ve carried out the necessary research, the next step you need to take is to find a decent app developer.
We employed several channels to do this. First we used word of mouth, simply asking anyone we knew who had commissioned the development of an app, which developers they would recommend. When we had drawn up a list of developers, we looked at their client base to see if they had developed apps for any reputable brands, and what those brands were saying about the developers. We then put the project out to pitch to four different recommended developers.
Design is key to the success of your app. And I’m not just talking about the aesthetics of design, but also about whether it achieves what you need it to and whether it is easy to use. It needs to be instinctive for the user. It is also really important to work with a developer from the outset who has access to designers and graphic artists.
Cost can be very objective as it depends on the size of your budget and what you want to achieve. We were quoted between £1,000 and £45,000 and had to make a judgement on what we felt gave us the best value for money. Our iPhone app now generates around 10% of all our new sign-ups. The only reason we have achieved this, though, is because of the work we put in beforehand. Research can often seem like a chore, but it’s usually well worth the time invested, as we have found out.
Prior to founding conference call company Powwownow in 2004, Andrew Pearce was managing director of Inkfish Call Centres, growing the business to a £26.4m turnover before successfully exiting.
www.powwownow.com