Please start with the User Need!

Last week I went to App Circus in London, sponsored by Nuance (@AlexCraxton was there) and BlueVia (@jamesparton and @bookmeister), to hear developers pitch their Apps for the chance to win a slot to be nominated for the 2012 Mobile Premier Awards at Mobile World Congress 2012.

I have seen many Apps pitched and it always bemuses me quite how many do not start with or even include proof of the user need; be that the pain point that they are addressing and / or a way to significantly improve the user experience of something that they already do.

The winner of this round was Masabi – “The ticket machine in your pocket” where “…UK rail travellers can now check train times and book tickets from almost any mobile phone – no complex sign-up required…”  I have seen the effervescent Ben Whitaker (@Benmasabi – Founder), present this product before and he is enjoying some well deserved success as the product is now live with many rail operators in a number of different countries.  Masabi addresses a real user need, vastly improving the user experience of buying train tickets, who no longer need to stand in line, and in turn providing brownie points to the rail operators that have signed up.  Listen to Ben and how he starts with the user need, and how lively this crowd was (after a few beers as the marvellous @Jorabin pointed out to me!)

Conclusion is to make sure that you are addressing a real user need as you develop your clever Apps.  If you are going to pitch your App, start with your user insights. If you don’t have user insights, go get them!  You can read more in an earlier post on this blog: Advice for Developers from my Product Doctor Drop In Surgery, OTA 2010.

Product Doctor has a number of innovative formats to help bring user insights to your business, product, conference or event.  Please feel free to contact me for more information. 

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