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How do you create a useful mobile app? First step: Consider not doing a mobile app at all. As the team behind the creation of the Google Primer app, that's not easy for us to say, because we love technology. We love creating new products, we love innovation, and we love anything that's cutting edge.

 <p class="big b2">We love innovation ... cutting edge.</p>

We love innovation, and we love anything that's cutting edge.

Obviously, we're not alone in this love affair. Right now, the Google Play store alone has over 1.6 million mobile apps, with many more launching each day. And brands everywhere keep creating new apps—many of which use new, shiny technology like geolocation, virtual reality, near field communication, and augmented reality.

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 <p class="half right bg3">And brands ... augmented reality.</p>

And brands everywhere keep creating new apps—many of which use new, shiny technology like geolocation, virtual reality, near field communication, and augmented reality.

However, sometimes the newest and shiniest things are also the most blinding. We like them because they get a lot of buzz, impress award show judges, and make our brand (and us as marketers) seem trendy and relevant. But there's an inherent danger to all this.

While we might be creating a "cool" app, we're not necessarily offering a valuable solution for users. So even if the product is slick and well-designed and gets a lot of downloads at first, it could be old news two weeks later. Users will have abandoned it. The press will have moved on. Our business goals won't be met nor have we helped our target audience in any significant way.

 <p class="big b1">Of course, ... a mobile app.</p>

Of course, we didn't initially set out to create a mobile app.

This siren song of technology is something our team struggled with when we first started working on our app—an educational tool that helps startups, small business owners, and advertisers learn marketing with five-minute interactive lessons.

<p class="btn-ctr"><a class="butn1">Closer look</a></p>

Closer look

Of course, we didn't initially set out to create a mobile app. We merely wanted to solve a problem for our users: They wanted to learn new skills and keep up with the latest marketing trends, but it was difficult for them to find the time.

 <p class="half left bg1">We like them... trendy and relevant.</p>

We like them because they get a lot of buzz, impress award show judges, and make our brand seem trendy and relevant.

During our early brainstorms, we struggled with our desire to be innovative groundbreakers and thought leaders. This sent us in several directions. For example: "What if we created a virtual teaching assistant to accompany our lessons? Could we have online 'office hours' where teachers would be available 24/7?" All of our ideas took advantage of technological advancements but ultimately felt like innovation for innovation's sake, without any meaning or value.

So we started researching our target audience and their habits more thoroughly. We found out that 97% of U.S. adults over age 25 don't spend any time learning new skills during their day.¹ We asked our users to find out why.

 <blockquote class="half left bg1">97% of U.S....their day.</blockquote>

97% of U.S. adults over age 25 don't spend any time learning new skills during their day.

At first, we received the obvious answers about lack of time and frustration with learning options. We kept digging until we landed on a deeper user insight: People viewed education as something so far removed from their everyday lives that they found it difficult to get into a learning mindset.

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 <h2>The importance of user-centric design</h2>

The importance of user-centric design

To create something useful, we had to be user-first.

That is, we had to reach them when they had tiny pockets of downtime—like when they were waiting for a meeting to start or standing in line for coffee. And what were people doing in those moments? Looking at their phones.

 <p class="btext">This helped ... a mobile app.</p>

This helped us decide: If we wanted Primer to be useful for our particular audience, it had to be a mobile app.

<p class="btn-ctr"><a class="butn2">More about that</a></p>

More about that

However, if our user research had told us that a website or a classroom seminar would be the most useful, we would have done that instead … because the user's needs comes first and the medium second.

Features

Access everything you need to make the right decisions across all digital marketing channels.

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• Omni-channel tracking and reporting
• Complete attribution analytics
• Robust campaign management
• Flexible, customisable and secure
• Affiliate CRM tool and third-party login
• Comprehensive commissions and payments

 <h3>A list with number</h3>

A list with number

The Income Access marketing team is there to support your business with tailored digital marketing implementation. Whether you are just starting out, or your marketing team is looking to expand its reach, we can help.

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<div class="right">The decision...platform</div>

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David Nailson (DN): With over eight million customers, we have the biggest player base as a lotto betting company. We provide the opportunity for these players to bet on lotteries from all over the world and deliver great customer service.

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