6. Think Mobile
Mobile is an important component to consider tying in with your Web initiatives, but it needs thoughtful consideration. A Harris Interactive study commissioned by EffectiveUI in October 2010 found the majority of mobile phone users who downloaded and used applications choose to download those apps based on recommendations and good user experience, rather than the company or organization that released it. In fact, 69 percent agreed that if a brand name mobile app was not helpful or easy to use, it left a negative perception about the brand.
We’ve witnessed for quite a while now that, as companies rush their mobile strategies, they are actually hurting their brands. Don’t rush your mobile app. Focus on the experience and design for your customer with your business needs in mind. In mobile, brand recognition only gets you so far. If you implement with usability and user insights in mind, the app will go everywhere.
7. Plan for Frequent Updates
Most successful apps have an avid audience because they created a great user experience first, and followed with great updates and improvements. You’ll build fans and evangelists by showing responsiveness to customer feedback once the application is launched.
8. Beware of Social
Just because you can add social media to your application doesn’t mean you should. I personally have always been a little skeptical of social strategies that go beyond listening to your customers’ feedback. Not every organization needs a Facebook strategy, and your customers may not want to include you in their social spheres—in fact, they might think negatively of your brand for even asking. If there is a compelling reason for the user to be connected to Facebook through your app, then by all means go with it. But it must be compelling enough for them to invite you there.