Software developers have been on the hunt for a “killer app” for so long that it has become a trope. In fact, experienced developers and others in this business know that outside a few rare exceptions that prove the rule — like Google search or the Uber ride-hailing app — “killer apps” don’t really exist.
Yet investment firms with deep software industry experience, like Target Global, also know that app developers are more likely to succeed when they execute certain strategies well.
“Some developers may treat software development as if it were a complex enigma, but the reality is far simpler,” observes Yaron Valler, co-founder of Target Global. “Like any field, success in software development is deeply rooted in careful planning and disciplined execution, rather than in chasing after some elusive or magical formula.”
Let’s take a look at five strategies experts like Target Global believe developers should pursue.
1. More Is More (Sometimes)
The most popular apps don’t try to do too much. At the same time, they don’t artificially limit themselves to a few features or capabilities that they know they can ace. They aim to be as comprehensive as possible without negatively impacting the user experience.
For examples, look to super-popular apps like Uber and Airbnb. Both are built around a core function (ride-hailing and homestays, respectively) but offer a range of other capabilities, such as in-app/real-life experiences and goods delivery.
2. Usability Matters More Than Capability
It’s no secret that Microsoft’s guide to app design begins with this item: an intuitive and engaging user interface (UI).
“Even if an app provides a lot of value to the user, if it’s not intuitive, you’ll lose users quickly because they won’t invest the time into learning the interface,” they say. “And if it’s not visually appealing, users won’t stay engaged, making it more difficult to drive organization-wide adoption.”
So if you must choose between usability and broad capability, choose the former.
3. Third-Party Integrations Are Crucial…
Third-party app integrations offer a shortcut to wider capability and functionality without taxing your development team’s limited resources. They are no longer optional for apps that wish to break through in a crowded marketplace. And the more seamlessly they work, the better.
4. …As Is Third-Party Security
Unfortunately, third-party app integrations can be weak spots in your app’s security. Many serious digital security incidents — such as the recent Crowdstrike outage, which affected 8.5 million Microsoft operating systems and generated over $8 billion in financial losses — were caused by such integrations. Your app must have state-of-the-art security protocols and high standards for any counterparties it works with.
5. Back Up Claims About AI Capabilities
Most new apps today use some form of artificial intelligence, or claim to. As the AI hype cycle intensifies, it is very important that you ground any claims to utilize it in reality. In other words, you must demonstrate to savvy users that your AI-enabled app can do things a similar, AI-less app could not. Otherwise, you risk being seen as over-promising and under-delivering, which is never a good position for an app developer to be in.
Final Thoughts
As experts at Target Global and countless other software-focused investment firms love to reiterate, there is no shortcut to developing a great app. Just as some of the most important scientific discoveries were uncovered by accident, some of the world’s most transformational apps came about almost in spite of their developers.
Does that mean developers should not aim to execute on proven, repeatable strategies that their most successful peers have used in the past? Absolutely not. Indeed, following the same well-worn path as others offers a higher likelihood of success in comparison to simply “winging it.”
Sometimes, “stay the course” really is the best advice.
