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How to Create an App Customers Will Use

How to Create an App Customers Will Use

Hal Conick

Creating a successful app takes a precise mix of input from marketing and user experience teams

Creating a great user experience is good marketing. Creating one people will share with friends is the Holy Grail of marketing. This is also the goal when working on an app’s user experience, says Joshua Porter, co-founder of Rocket Insights and former director of user experience (UX) at HubSpot

“If your app is not remarkable, and people don’t talk about it and don’t market it for you, it’s extraordinarily hard to grow a user base,” Porter says

On average, 90% of mobile users’ time is spent in apps, according to a 2015 report from Flurry Analytics. The “Red Hat Mobile Maturity Survey 2015” found that approximately 90% of companies are increasing their investment in mobile apps in 2016.


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Hal Conick is a freelance writer for the AMA’s magazines and e-newsletters. He can be reached at or on Twitter at @HalConick.