Apps have become the de facto method of solving people’s problems. If I want the news, I head to an app. Hungry? Order food via an app. Yesterday I found myself in a car park with no change; I downloaded the app, paid for my parking and went on my way – all within five minutes. Ten years ago, all of this was unimaginable.
The business impact
The point of a mobile app is to seamlessly connect and interact with customers. Apps combine complicated processes and live data to deliver simplicity and ease to the user. They also raise expectation around technology – not just in consumer environments but also in business.
I worked in the financial services sector in the late 1990s. This was an industry that had been significantly impacted by technology. In June 1967, the first cash machine was introduced. Over the decades, an entire infrastructure was created to enable people to withdraw money at any time: bank cards; PIN numbers; up to date balances displayed on screen; fraud checks. Enabling people to take money out of one of the 70,000 cash machines that now exist in the UK is an incredibly complicated process, but for the user it is very simple, fast and convenient.
Good applications of technology are less about being clever and more about hiding complexities and delivering a frictionless experience to the user. Great user experiences make things simple. This is as true for business environments as it is for consumers. In fact, businesses must vastly improve user experience because of the expectations set in the consumer world.
This is one of the reasons why, at CPA Global, we are increasingly looking at how to deliver a more effective user experience in our technology and services.
Addressing this issue is one of the most important priorities for our technology teams, led by our new CTO, Phil Fearnley. Phil has successfully overseen some of the most innovative and complex digital transformation projects, such as the development of the BBC iPlayer, the BBC News app, and the delivery of the Digital London Olympics in 2012. Phil’s experience and expertise in executing incredibly complex projects will be invaluable to creating and integrating the next generation of IP services in a simple and intuitive way.
At the heart of our philosophy are our three commitments to our customers; to turn more of their research and development into tangible IP; to provide tools to generate information and insight to help make better business decisions; to achieve more with less through automation. It is our job to make this an effortless and seamless user experience.