A fireside chat with the Metropolitan Museum of Art's Sree Sreenivasan (Chief Digital Officer) and Loic Tallon (Senior Mobile Manager) started the evening with a discussion moderated by the Alliance's Laura Bolos.
Sreenivasan's breakdown of how the Met's user engagement strategy differs from that of most developers was one of the most interesting conversations during the chat. He informed the audience that most of the users that download the Met's app are only using it during their visit to the museum, with no in-app purchases. This means that the Met's user engagement campaigns occur over a much more limited period of time compared to that of most app developers, which also leads to smaller user acquisition spends for the museum.
Putting the U in UX
Next up was a "Putting the U in UX" panel discussion with speakers from MasterCard, Amazon, IgnitionOne, TreSensa, and Small Planet. The panel focused on how developers can create an intuitive in-app experience with their users in mind.
Echoing a similar statement that the Met's digital team made during the fireside chat, the consensus from the panel was that the key to any great user experience is creating an app that is simple to navigate, useful to the user, and encourages enjoyable engagement.
Bridge the App Gap: Crossing the Chasm Between IT and Business
Enterprise apps were a hot topic at AdTech, and Paul Nashawaty from Progress was on hand to give a presentation on the challenges of creating apps for businesses. According to Nashawaty, the easiest way to build the foundation for a quality business app is to make sure that the app platform can be centrally managed and optimized.
Ariel Michaeli of appFigures told the audience that one area of ASO that developers get bogged down in is keywords. Michaeli's advice was to spend your time optimizing for the keywords that are most relevant to your app, instead of optimizing for every keyword that might apply.
Eric Newman of Mobile Posse remarked that the biggest mistake developers make is to launch an app without understanding what its lifecycle will be. He recommended beta testing apps before launch to get a better sense for how long audiences are using an app on average.
Thanks to all of our speakers, sponsors, and attendees. Can't wait for our return to the Big Apple in 2015!
Max Rollinger, Member Programming Manager