- Who are your users, what are their expectations? What other systems, tools and apps do they use on a regular basis? If they use your competitor’s apps and solutions, how will they recognise your brand with a similar experience?
- What technology do your users use? Are they more focused on Web or App experiences? If they are App users, what is the split across Android and iOS? Can your chosen solution rapidly scale and offer the same experience and user journey across both platforms?
- What is your end to end user journey? How bespoke is this journey and how unique is it to your business?
- What level of reporting and insights are required from your end to end user journey? We should consider not only the quantitative factors such as conversions, revenue, etc, but also the qualitative insights about how satisfied your users are, where they seem to drop off, and how happy they are with your brand experience. This cannot be underestimated, as the constant cycle of Insights > Improvements > Insights > Improvements must be consistently fed with high-quality reporting and insights.
- Will your chosen solution enable you to open your experience to new user groups, new markets, regions and locations?
- Do your users have any specific accessibility needs that need to be met by your chosen solution?
Delivering a unique and successful brand experience to your users is often key to making the choice between building your own bespoke solution or buying and customising an off the shelf product. It is your brand experience that will deliver the key point of differentiation between you and your competitors, and this will ultimately drive growth and success. Can this be trusted to a 3rd party, one size kind of fits all solution?