Creating a Winning Mobile App Strategy

@valter_s_matos

linkedin.com/in/valtermatos

github.com/ValterSantosMatos

Director Engineering at 8 Securities

Full Stack dev with +7 years of exp

About Me :)

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Disclaimer

One app

Multiple apps

"Any time there is more than one way to do something, there will be debate about which way is the best."

A single-feature app does one thing

A single-purpose app is for one thing

Features describe what the software does

Purpose defines what the user wants to achieve

Features

Purpose

History

0 - 2013

One app trend

2013 - 2016

Multiple apps became fashionable after companies like Facebook separated their apps

2016 - x

Today we see a mix of both :)

Features

Purpose

Pros & Cons

Features

Purpose

A simple interface that allows users to engage and solve problems quickly is the general preference today.

This is usually easier to accomplish with single-feature apps.

A word on how to choose by feature

However, several apps have additional IT costs. It can create app saturation and apps don’t work well together can produce data silos.

Finally, split off the apps functionalities that prove to have significantly higher use rates than others.

A word on how to choose by purpose

Subject (e.g. HR vs. finance),
Engagement timeline (e.g. facebook vs messenger)
User role (e.g. customer vs. vendor)

First start as single-purpose app,

focused on a core activity

Then bundle together low-frequency functions by either

Case study

2012 - 2016

Web trading portal HK

Web trading portal JP
Outsource robo-advisor app

8 Securities Products

2016 - now
In-house Chloe HK, robo-advisor v2

Chloe JP

Tradeflix, brokerage app

future

8 App

2012 - 2016

Web trading portal HK - single feature

Web trading portal JP - single feature
Outsource robo-advisor app - single feature

8 Securities Products

2016 - now
In-house Chloe HK, robo-advisor v2 - single feature*

Chloe JP - single feature*

Tradeflix, brokerage app - single feature*

future

8 App - single purpose

Chloe, robo-advisor

Goal based investment app (single-feature*)

Chloe, robo-advisor

Goal based investment app (single-feature*)

Tradeflix, brokerage

Self-directed investment app (single-feature*)

Tradeflix, brokerage

Self-directed investment app (single-feature*)

8 App - Synergies

Investment app (single-purpose)

Both are investment apps 😊
Same account-opening and KYC
Same deposit / withdraw / order-placement flows
Cross-sell automatic investment, well diversified portfolios to self-directed investors
Cross-sell brokerage service to passive investors, so they can tweak their portfolios with their loved stocks
Rank yourself against our robot-advisor and evaluate your performance

8 App

Investment app (single-purpose)