4 Key Factors for Developing Successful Augmented Reality and Visualization Apps
In the building products industry, majority of iPad and Android Apps are very similar. They provide a little inspiration, product information and basically repeat what’s already included on their website. They add little value to the user.
As marketers, we must be careful to stay away from the all-to-common social media mindset of “all our competitors have them, we need one” or the “if we build it, they will come” mindset.
You don’t need an app unless it truly provides a unique experience and brings value to the customer. Remember, it takes time and effort to get someone to download your app, but only seconds for them to be disappointed and delete it.
So how do you develop and launch a success app? We have narrowed this down to 4 key factors. We’ve implemented these factors into our START Rating System for App Reviews (I know there are 5 letters in Start, hold tight and we will explain the final T.)
Simplicity
Timely
Added Value
Realism
Total
4 key factors, plus a T for Total. Let’s review each ones of these factors.
Simplicity
Simplicity is critical. A user should be able to download your app, and immediately navigate it. What is the #1 goal of your app? Figure that out, and ensure that all users can successfully navigate and accomplish that goal. Remember, you only get a few minutes before they delete your app.
At times, a user will need to perform more difficult tasks within the app. The key is to include clear and concise mini-tutorials showing them exactly what to do. Walk them through a scenario where they may need a little training to implement it correctly.
This was a critical factor when we launched the AZEK AR iPad App in 2014. Nobody had ever heard of Augmented Reality (2 years before Pokemon Go) and what the technology did. So we carefully crafted mini-tutorials to walk the user through the steps, and got them using AR as quickly as possible (that was our #1 goal).
I’ve traveled the country training and watching users interact with Augmented Reality, Virtual Reality and Visualization Apps, and I’ve done lots of user testing and focus groups to determine how to make apps more simple.
Timely
Timely means a couple of things. First, how quickly does your app show value to the customer. Is the app simple to navigate, and quick to download and interact with. If a user has to wait too long to see the value, they won’t adopt it, and will likely delete the app.
Timely also refers to where the user is within the buying process. Does your app successfully meet them there, and clearly help move them to the next step in the buying process. Users don’t want a repeat of what is on your website. They already went there and checked it out. They are likely readily to visualize, design, get a quote or buy! Ensure your app is timely, and meets their needs.
Added Value
An app should be unique from your website. It serves a different purpose, and likely a different audience. Create an experience that brings value to the user. If it’s simply promotional and fun, they may enjoy it for a few minutes, but that’s it. They’ve lost trust that any future app will truly provide them value.
This is critical when targeting the pro audience. Does your app help a contractor or builder visualize your products, create a bill of materials (BOM), or help them estimate a job? Figure out what their #1 priority is, and ensure your app delivers on it.
At AZEK and TimberTech, our #1 goal was to visualize decking and railing on the back of a home, and be able to walk around it and truly see it in it’s natural location. This allowed users to see what infill they wanted for their railing so it didn’t block their amazing view.
Show your user value, and it will build trust, which keeps them using the app.
Realism
One of the main factors for slower Augmented Reality and Virtual Reality adoption is realism. The technology has come a long way in five years, and it’s incredible how realistic 3D models and renderings can be. Consumer’s expectations are continually growing on how realistic visualization tools needs to be. This is true even for 2D visualization.
There is a trade-off though. The higher quality the renderings, the longer the download and slower the app will run. Figure out the happy medium for your users. Web allows you to enhance the quality more than a tablet or phone, but there are ways to increase quality and realism within any app without slowing it down.
There you have it. 4 key factors for developing successful augmented reality and visualization apps. They are many more factors to think through when developing an app. For example, will your users be ‘in the field” without Wifi? if so, you better ensure your app works offline.
We’ve been involved with the development, training and marketing of augmented reality, virtual reality and web visualization apps. If we can help you define a successful strategy - please reach out!