In Mexico, the use of applications on different devices is advancing notably, but also the abandonment of those that do not fulfill a specific function for users. As of October 2023, 79.6% of the Mexican population is using the Internet, mainly through cell phones, which translates into 98 million active users of different platforms to interact with them, in that space we will find the Apps.
It is important to consider that the offer of more than two million application options between Google Play and AppStore platforms, induces to participate in a process of acceptance and adaptability to everyday life, where there is the possibility of not being able to connect with the user and even go as far as uninstalling the App.
Therefore, it is essential to identify the secrets of having an application available to potential customers that is attractive enough to be installed on the devices, but also generates a sense of relevance to remain active with them.
In 2012, BJ Fogg a Stanford researcher, presented three main axes that successful apps fulfilled: 1) Behavior change; 2) Advanced user analytics 3) Customer service with artificial intelligence.
First, behavior change talks about a simple and efficient model to understand the micro-behaviors that a brand needs to implement in terms of frequency of communication, rewards and rejection reduction to induce people to build habits around the applications.
The second variable is focused on identifying user’s desires to use the App for a significant period of time or forever. Thus, there is a direct correlation in the type of rewards to be provided, the frequency with which it must be requested and how accessible it is for each individual to perform activities and possible changes within the platforms. This variable focuses on understanding whether the user is engaged in the application. For example, Epic Games is one of the most advanced companies in this concept, it developed Fornite, the video game with the most users in the world at the time, where the possibility of building and destroying gave the user a sense of total freedom (something that in its genre had not been seen).
Third, artificial intelligence to curate customers. A clear example is Instagram. It has triumphed because it allows sharing opinions and content in a very simple and flexible way. However, apply filters and customized information in a unique way – after all, it is the simplest ideas that can change behaviors.
However, since BJ Fogg’s presentation, the way users interact with contents has evolved. Now, we will provide 2 levels of the requirements that an application must meet to be successful:
Level 1: Back to basics:
A) It is what I expected, because it appeals primarily to the phrase “it is useful to me” and the functionality obtained meets or exceeds expectations.
B) Easy to use, its presentation and design is intuitive, as well as in line with the target profile.
C) Delivers what it promises, if it is a rewards application, it easily awards promotions or prizes to those who have installed it.
Level 2: Giving a deep purpose. That the App is…
A) Social: Encourages and promotes communication through different channels (APP / link / mail / WhatsApp).
B) Myself: The user will never again be passive, he looks for content that is as unique as he is.
C) Purposeful: Concern and above all take care of satisfying some deep need of the user. Its advantages to solve longings are unique.
D) Effortless: Make everything simple and fast, without unnecessary processes.
E) Quirky: It offers a proposal and contents of great quality and value for the user.
F) Marketing: a narrative line from multiple points of contact showing the essentials of the App.
G) Engagement: ROI for users, having incentives in their interactions and recommendations.
Do not forget that….
Generally, installing an app is driven by an expectation of belonging to obtain something new and desirable, the fulfillment of desires and novelties.
Likewise, one of the great secrets of interacting with an App is to comply with a great ingredient: pure fun, the opportunity to be rewarded, to improve the mood of life.
However, Apps face fundamental brakes: fear of overspending, quickly becoming obsolete, in addition to fears and insecurities such as: bank data cloning and identity theft.
In Secretos de México, we have focused solutions to understand and decode the secrets of business success: to see éxito de ideas® and share with our customers and partners tangible actions for sustained growth in their industries.
