Enterprise App Q&A with Ashley Richards
Native, hybrid, or progressive web? In-house or third-party? And, seriously, how long should all of this really take to launch? Don’t worry! Ashley Richards answers these questions for a living.
With a background in computer science and design, Ashley came to Branding Brand six years ago after working as a software engineering lead at a multi-billion-dollar health care company.
During her time at BB, Ashley has done everything from coding client projects, to traveling the globe to teach retailers how to create the perfect mobile experience. Today, she puts her diverse skills to work as the VP of Digital Solutions, leading a team of Design, Development, and Analytics experts who are passionate about helping brands figure out what they need and how to build it.
Find out everything she’s learned along the way as she answers some of the most commonly-asked questions about developing an enterprise app….
BB: What are some typical misconceptions about having a third party design and develop mobile shopping apps?
AR: I would say the biggest misconceptions revolve around the overall business case. Most assume that it will be too expensive or that there will be little lift to overall revenue for the business as a result of launching an app. The truth is that you can get started with few resources and a low upfront investment and quickly begin seeing gains in engagement, purchase frequency, and Customer Lifetime Value (CLV) with a smart MVP.
BB: What are the benefits of partnering with a third party to build a mobile app?
AR: Increasing internal IT team bandwidth and getting to market faster. The good partners in the space will take care of the hosting, maintenance, and 3AM critical bug fixes on Black Friday. Also, knowing that this is the 100th time that your team is launching an app and not the first is a huge advantage.
BB: Which type of app is better: native, hybrid, or progressive web? Why?
AR: All of the above, except for hybrid. You want to go with a platform that is cross-platform, uses native UI components, and seizes the opportunity to court the loyal customer who has not made the switch to the app channel yet. We are currently seeing a lot of success with a React Native platform coupled with PWA’s for mobile web. It checks all of the boxes.
BB: What’s the typical timeline for launching a native app?
AR: If you are working with an app platform like ours, inside of 2–3 months is reasonable. It can be done in 30 days if you are very motivated. If going at it alone, you can expect a timeline of between 6 and 12 months.
BB: What’s the best advice you can offer to retailers who are ready to build a mobile shopping app?
AR: My biggest piece of advice is to find a partner and platform that are compatible with your long-term objectives and has proven experience solving your problems.
If you are a brick and mortar retailer, find a partner with experience bridging the divide between digital and in-store experiences.
If in-house development is an internal competency, make sure that you can co-develop on the platform or take the code in-house someday. Make sure the tech stack is compatible with your engineering team’s strengths.
If you are viewing an app as a strategic opportunity for growth and have an ambitious roadmap, don’t go with a one-size-fits-all or templated solution.
Don’t be afraid to ask for a demo or a proof-of-concept. Finally, don’t build an entirely separate system for transacting outside of your existing eComm platform. You’ve spent years tuning and perfecting the eCommerce engine — make the most of it.
Do you have a question for Ashley and the Branding Brand Solutions Consulting Team? Drop us a line at brandingbrand.com/contact.
