What’s the best approach to launching a mobile app?
There are two approaches to the launch of a new product which apply equally to developing an app. Click on the dropdown to learn more.
The waterfall approach
Having done your research, you proceed to development and invest everything in what you believe to be the perfect product ready for launch.
It’s an all-or-nothing approach. If you’ve got it right, you make a big impact. If you get it wrong, you’ve invested a huge amount of resources in a product that’s going to have to go back to the drawing board because it’s simply not fit for purpose.
In 2013 the NHS launched a Digital Apps Library. The aim was to provide healthcare apps in a forum that was accessible and trusted by the public. However, by 2015 it was shut down due to concern over quality, reliability and a failure to provide adequate protection for patient data. It was also questionable whether its core customers were even smartphone users.
The test and refine approach
Whatever the eventual scale of your app, user experience testing is about getting your pre-release product into the hands of real users to collect feedback before launch. For a startup, you can proceed with the idea on a smaller scale, perhaps with a handful of willing volunteers.
You put the product in their hands, get their feedback, and improve the product as you go.
Monzo is one of a small number of startups offering mobile-only banking. It’s operating on a restricted banking licence with a limited beta test, offering 50,000 cardholders their services through pre-paid debit cards.
It’s entirely app-based and wildly ambitious, which means they are up and running, with an engaged ‘community’ of users and developers, fixing their “leaky abstractions” as they go.