Know what your end-users want. In the case of Denver Broncos fans, that meant details. When the first version of the Denver Post mobile app launched, the content was aimed at general news readers. It quickly became apparent that for this city's football fans, it wasn't even close to being enough.
Along with the Sports department, the paper's Pulitzer Prize winning photo editor and their Director of Social Media & Mobile Apps, I launched a week long project to better understand what these die-hard fans absolutely must have; how they consumed this infromation, and what features would they like to see, that they've never seen before in this type of app. The end result? Nearly a 300% increase in readership over a 3 months.
Before these KPI's could be achieved, we needed to better understand how the user “traveled” through the app? You should. Does it take them three clicks to get to the information they want?
In designing the Denver Post's second version of their iPad app, along with the paper's art director and head of mobile apps, we mapped out all of the different screens user's would have to go through on each of their “journeys”.
When compared to version 1.0 of the app, this one, on average, decreased the number of screens the user had to go through to get to their end goal, by a factor of 33%.
The end result was users spent more time on each page, their total session times where longer, and and daily readership increased 140% one month after it was released.