Is your organization considering launching an Adobe DPS app? If so, the planning process for launching the app is critical. There’s a big difference between launching an app and launching a successful app. We know you’re interested in the latter, so we’ve put together 10 tips to help ensure your organization’s apps are the best they can be.
10 Tips for Planning a Successful Adobe DPS App
1. Be Strategic!
Planning before action will win you praise from your audience. When your audience first downloads your organization’s Adobe DPS app, they will have high expectations. Don’t squander their time, make it worthwhile for them. You only have a few seconds to capture their attention. Most app users are looking for an experience. Don’t disappoint them. Strategic planning from the get-go will pay off down the road.
2. Define Goals
Define the goals for your app as part of the planning process. What is the purpose of the app? Will it be used as a tool for brand engagement, sales enablement, storytelling, fundraising, or raising awareness? How will the app benefit your organization and your audience? It’s vital that it benefits both. Determine what you want users to do with the app. Are you hoping they will share content, buy your products/services or ask for more information? Consider how you will measure its success. Put a plan in motion to measure the app’s ROI, reach and adoption. Defining these goals will help you make decisions throughout the design and development phases.
3. Establish Content Strategy
We know you’ve heard this before, but content is king. It’s no different for your app, content is everything. If you’re transforming existing collateral to digital assets, how will the content change? What additional content should be added? Do you have videos, photographs or other interactive elements you can leverage for the app? Understanding how you will get this content and how the app fits into your content strategy is critical for mobile app success.
4. Plan for Screens
This tip applies specifically to launching a digital publication. When it comes time to develop the Adobe DPS folio, Adobe’s term for an issue, it’s important to remember you’re planning for screens, not pages. Screen flow is more flexible and fluid than a printed publication. Map out the folio before you start the design. This will help the team involved understand where the content and interactive elements will live in the folio. Remember that you should plan based on depth of content. You can use multiple screens to tell your stories. With an Adobe DPS app you’re no longer at the mercy of the number of printed pages you can use.
5. Create Engagement
Interactivity wins in the game of analytics. We know this from experience. What interactive content do you already have? Do you need to source new interactive content to add to the app? There may be interactive elements you can create based on what you already have. At Bates Creative we work to design an Experience Under Glass for our clients. Reach your audience in a way they can’t resist by keeping them engaged with interactivity.
6. Use Navigation
When a user first downloads and opens your app and folio they’re going to need navigational tools to get used to interacting with the content. Design with visual cues for the user. This will show them where to scroll, swipe or click. When we design an Adobe DPS app for our clients we create an icon family specific to the brand to help build consistency. Eventually, the app’s users will be familiar with the navigation. Another helpful tool is an in-app user guide that the users can reference for help. See the two examples below from Heifer International’s World Ark magazine app and the U.S. Marine Corp’s Marines magazine app.
7. Consider Monetization
How will your app be supported financially? Will you be using advertising in your app or will you be looking to sponsors for support? If you plan on integrating ads into the app’s content, make sure they provide an engaging user experience just like the rest of the app. This will create more interaction and measurability.
And don’t forget, e-commerce is here! You can link to an existing e-commerce site or build it within the app. A great example is Heifer International’s World Ark app, which has a digital gift giving guide and is linked to Heifer’s established e-commerce site. Heifer also uses custom ads in its app to encourage users to donate to the organization’s mission.
8. Develop a Marketing Plan
We’re sure you’ve heard it before, but we’ll say it again. Just because you build it, doesn’t mean they’ll come. How will your audience find out about the app? According to Mobilewalla founder Anindya Datta, who spoke with USA today in an interview last year, an estimated 80 to 90 percent of apps are eventually deleted from users’ phones. What channels do you have in place to market to your audience? Are there new channels you should consider? Can you cross-market other products? You should also determine whether your app should be in the Newsstand or just in the app stores. Push notifications are a great way to keep your users informed on app updates or new folios to keep them coming back for more.
9. Feed the Beast
A strategic way to keep your users coming back to your app is to continuously feed the content beast. If you’re releasing a digital publication, plan for continued on-schedule releases of folios. Is there a way you can make content releases more frequent? How can you easily expand what you’re offering? Continue to push the limits with each update. A huge benefit of launching a digital publication is that if you need to update any content, you don’t need to budget for reprints. Updates can be made much more easily compared to printed pieces.
10. Learn from Analytics
Once your Adobe DPS app has been deployed and downloaded by your audience, it’s time to learn from the analytics. Plan to review reports on a regular basis. Determine how you plan to measure the success of your app. And finally, be prepared to make updates or adjustments based on what the analytics tell you for continued success.
We hope these 10 tips for planning an Adobe DPS app lead your organization to app success.
For more information on Adobe DPS, download the Adobe DPS Getting Started Guide.