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Context-Aware Apps: How to Super Charge Your Customer Engagement

  • Context-Aware Apps: How to Super Charge Your Customer Engagement-

    Think Outside the Box

    Step Three: Set an initial target and think outside of the box.

    First, it's crucial to determine the key goals to enhance with context-awareness, from either an existing application or new business requirements. What behaviors are you hoping to encourage or change from your users? How would you like these behaviors to impact your business? Then it's time to get creative – select relevant context variables and create related user stories to tackle target goals. Don't forget to revisit and revise your context variables as you fine-tune the program.

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Context-Aware Apps: How to Super Charge Your Customer Engagement

  • 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8
  • Context-Aware Apps: How to Super Charge Your Customer Engagement-4

    Think Outside the Box

    Step Three: Set an initial target and think outside of the box.

    First, it's crucial to determine the key goals to enhance with context-awareness, from either an existing application or new business requirements. What behaviors are you hoping to encourage or change from your users? How would you like these behaviors to impact your business? Then it's time to get creative – select relevant context variables and create related user stories to tackle target goals. Don't forget to revisit and revise your context variables as you fine-tune the program.

Developing an application that is used frequently by a specific audience requires a rigorous design and development process. This includes defining the app's goals and objectives, determining its features and functionality, designing a user experience that is both engaging and delightful and building the underlying architecture and analytics that will support the functions of the app — even before writing the first line of code.

Mobile devices are arguably the best way to deliver messages at the right time and place given their always-on nature. So, when building a mobile app with the goal of being useful and engaging, making it a context-aware app is ideal.

Context-aware applications, or CAAs, are the next generation of intelligent mobile applications. When allowed by their users, these apps use contextual data: from historical information about the user's demographics and behavior profiles to data about the current surroundings obtained through the smartphone's microphones, accelerometers, gyroscope, cameras and other sensors. Combining these inputs with the current time and location via GPS, CAAs paint a picture about the user's immediate context, and use the information to deliver tailored experiences in the form of timely, relevant and appropriate information, notifications and/or functionality. As compared to other apps, CAAs sustain a user's attention and are more effective at influencing or changing behavior.

But where do you start? In this slideshow, Gary Rozal, Ph.D., vice president, Analytics at Mobiquity, has identified five steps for developing the next evolution of mobile apps.