Did you know pivoting can save your mobile application from getting listed into those 80 to 90% mobile apps that are deleted eventually by the user’s mobile phones? Yes, this is true, only few apps are able to cross the threshold of 1 million downloads, rest of the apps are far from this fortune and aren’t well accepted by the audience.That doesn’t mean those apps are not working properly but because of their developers and designers failed to collect the user’s feedbacks to rebuild them into a new app that fulfills the desire of users.
You might wonder what makes these 10- 20% apps different from the rest, succeed in play store and app store despite the profound competition, well the answer to your question is Pivoting.
What exactly does it mean?
When we talk about pivoting, most of the people get puzzled and avoid the discussion as they have many misconceptions about it. Well, in simple words we can say, pivot means a change in strategy or in planning without changing actual vision. Still confused? Ries has explained it more simply You don’t ask your car’s GPS where you want to go, you tell it where you want to go and it helps you get there. Vision is where we want to go; strategy is our GPS for figuring out how to get there. That structure of experimentation, rapid iteration, and pivoting, I think that’s at the foundation of modern innovation.
When is it needed?
There are various cases in which companies need to do pivoting, below are some examples of it, that might help you to know whether your app need it or not
- if you want to transform full app into a different verticals or want to change only one specific feature in the app.
- If you want to rebuild your app focusing on an specific functionality
- If you want to target multiple set of customers by positioning an app into different direction
- If you want to change platform or technologies
Other than this, there are certainly many examples of pivoting as it encompasses numerous directions for businesses. State few of them
How It Can Make Your App Successful
When it comes to mobile app development, its core components are a creative idea that solves a user problem, a dexterous team of developers and designers and successful plan to get that app to the market and make it triumphant. But this is not enough to make your app successful as we know the app economy continues to diversify and grow at a raging pace.
According to research ‘The number of free apps downloaded in 2017 is projected to rise to 253.91 billion, up from 57.33 billion in 2012. Users are also increasingly downloading paid mobile apps. While the number of paid apps downloaded in 2011 was 2.89 billion, that number is likely to grow almost seven-fold to 14.78 billion in 2017’.
You can see, year by year the mobile app development industry is expanding in raging speed, so if you want your app to survive in this competition, start collecting insights that can help you to pivot particular thing in your mobile application.
Different Ways Of Doing It
1.Customer Segment Pivot:
Most of the apps which fail to succeed are designed particularly for one customer segment, therefore, they lose out to satisfy the need of customers which belong to other segments. So it is mandatory to design your app in such a way so it can be used by various segments of customers. Snapchat is the best example of customer segment pivot, Evan Thomas Spiegel, the founders of Snapchat was struggling to attract the attention of users, but it started going sprout in high schools. This discovery coerces to shift the attention in customer segment.
2. Customer Problem Pivot:
Customer problem pivoting helps to rectify multiple problems for the same customer segment. For this, developer and designers must keep their ears on the ground while drawing the feedbacks and figure out whether it is a common problem that every user is facing or only few new users are facing this problem. Also, collect the insights from actual users who genuinely using your app, rather than who want to use it.
Nowadays, many companies are using this technique of pivoting but Spring pad was the first one who introduced it in the market by allowing their users to submit their feedbacks to enhance their product more specifically.
3. Feature Pivot:
Sometimes, developers build applications with too many features and when it hit the floor they realize that users would rather want just a few and then they started picking those specific features from the app and retooling it around the specific feature.
The best example of feature pivoting is Apple when the founders of Apple Inc. created the iPhone app, filled it with various features, when they saw a room of opportunities in their mobile photos application they spent one week to renovate the version that cut extra mien except for its photo, like, and comment features.
Building and launching mobile applications is filled with a lot of risks and fortuity, but when it comes to outlining for success, one thing should be remembered: Plans are of little importance, but planning is essential. Making decisions without thinking of its outcome can be a disaster for your app, so before you pivot your mobile application into a new direction, take time to prepare strong base strategies.