In the not to recent past a mobile app was a ‘nice-to-have’, an add-on to your product or service, if you could afford to develop, maintain and market one. Today, apps have become a primary business tool rather than simply a pleasant little extra.

Service-based applications have been particularly struck by this shift, finding themselves unable to cope with unexpected demand and having to publicly apologise for down-time or issues, or simply sit-tight whilst they receive a whole host of flack, thanks to the wonder of social media. Sky Go, National Rail Enquiries and banking group First Direct took the former route, opting to say sorry after a backlash over under performing apps.

Ideally, you should never have to make such a statement. The investment, particularly when it comes to service-based mobile apps can be significant, and often making changes post-launch is a difficult process, so getting it as near to perfect first time is imperative. Understanding your target audience inside and out is key when building a mobile app.

Obviously demand cannot always be calculated exactly and there will be occasions where unexpected demand causes problems – ideally you’ll build in a back-up plan should such issues occur. But estimating, how, when, where and why your target audience will use your app should be a key part of the initial development process.

For many service-based apps there’ll be specific periods where demand will be higher, there may also be times when users want to get the information as quickly as possible or when they’re more than happy to just browse. Considering whether your users will access the app via a mobile data connection will have a huge impact on how you design the app.

Be prepared to lead with the design, after all this is the part that the user will see, keep in mind where the app will be used when it comes to user interface and navigation – if someone’s using your app on a bumpy train or bus tapping tiny buttons will be nigh on impossible.

By taking time in the design, development and build process to fully research and understand the habits and needs of your audience, as well as going through a thorough testing process, your app should be able to stand it’s own regardless of what’s thrown at it and without the need for lengthy public apologies.

Image source: zdnet