The 4 I’s of app quality: Defining app quality for useful apps

I’ve been rewriting parts from my report for a while now, to see the full report please go to this part of the website. These 4 I’s will help you in defining the quality of your app. in consideration you will be able  , in consideration you can easelthis model

Defining app quality for useful apps

The definition of quality in this report derives from Juran’s (1993) “fitness for intended use”.  This definition basically says that quality is meeting or exceeding customer expectations. In addition, Deming (1982) states that the customer’s definition of quality is the only one that matters. At this time, there are no definitive guidelines for assessing the quality of apps. The following model employs four factors defined by the Sound (2010) concerning how well an app fits consumer needs and expectations. For this research, the model is integrated differently and further expanded with horizontal and vertical axes. This model attempts to explain how consumers perceive apps and why they are attracted to them. Apps are classified in terms of interest and quality of design. Quality of design (vertical axis) refers to aspects needed on a functional level, while the horizontal axis refers to the content offered and how it inspires and informs the consumer. The model grasps the most important factors influencing perceived quality of a useful app. Please note that this model requires further verification and testing. Also, the factors are identified for the useful category of apps, the other two categories (entertaining and product enhancing) will have somewhat different definitions of what quality is.

Quality of design (X ax)

The 4 I’s of app quality

The 4 I’s of app quality

  • Intuitive: Easy to operate and logically designed. Create apps that make sense on where things are located and contain all expected information.  It is preferred to be exceptional in design, but always keep the interface simple and straight forward.
  • Interactive: Make the user more involved in a personal way by the using elements that these new media app devices offer i.e. touch input, GPS, accelerometer, camera or gyroscope. This can be referred to as the Wow-effect of using these new technologies. Furthermore the ability to easily share their experience is important.

Interesting (Y ax)

  • Inspirational: Move the user to try new things offer new possibilities. Be able to personalize and create a more fitting experience for the user.
  • Informative: Provide the user with new information and keep new information coming into the application to keep it interesting over time.

Types of value adding branded apps

Before I start looking at what I think should have the focus now I want to look back at one last part of my thesis. In my thesis I defined a model to categorize ‘branded’ apps. The reason that I did this was to create a bit of understanding that not every app is build for the same purpose.  Please that Branded apps are, in this article, seen as a new addition to brands communication strategies that will create more brand value by enhancing the brand experience. more on this in the rationale of my thesis.

Types of value adding apps

Mashable reviewed 13 branded apps which they deemed successful. In this review, three categories were defined: useful, entertaining and product enhancing. Mashable’s categorization was, for this article, analyzed, discussed and improved to create a more fitting definition. These definitions are far from perfect and more categories could be added. However, this is a suitable way to define the different types of branded apps currently available.

Useful apps offer a useful tool or source of information to make life more convenient. For example, all the apps referenced in the data collection section of this paper, would be considered useful apps.Entertaining apps offer a game-like experience (active) or provide content to read or watch (passive). For example, see the Audi A4 app.

Product-enhancing apps offer additional content to use alongside the product, thereby enhancing it. For example, see the Nike+ app.

Each category offers opportunities and should be considered in the process of creating an app strategy. The framework for how these apps can be successful will differ greatly. Entertaining apps would need an approach closely related to the development of gaming. Useful and product-enhancing apps are more similar in approach, with product-enhancing apps requiring a closer link to the product and its features.  Due to the fact that useful apps where the most logical decision for the client the thesis was written for an additional model was created for defining the quality in useful apps.

How to qualify brand value in apps

In this post you will find a overview of relevant existing theories that could help to explain how branded apps create brand value and therefore enhance the consumers brand experience. This approach is lacking to include brand loyalty and the creation of advocacy. However the most important aspect, in my opinion, is that an app can become part of the consumers daily routine (for examples of good apps please see this link). These theories are taken from the thesis I made on Branded apps for Strawberryfrog. All further related articles and the actual thesis can be found at this part of my site.

Continue reading

Situational analysis of the Mobile environment

This situational analysis aims to give an insight in what the current situation of apps usage is and what the future impact will be of apps. First an overview is given of the growth that is expected for the Smartphone market, since this is the largest app platform. In addition to Smartphones there are other devices that make use of these apps. The most upcoming platform for these is Tablets, but there are more devices that are becoming app based. The second part of the situational analysis will take a closer look at the apps itself and a definition will be given on what consumers expect from apps and in particular branded apps. Please note that this market is changing at a very high pace which makes it hard to quantify. Therefore information obtained today could be out of date the next week. This being said remind that is was written in the beginning of 2011 for my graduation assignment, which was published on June 2011. The information however should give a good insight in the possibilities of the mobile environment of these apps. Continue reading