By Parker Stallard and Dan Ward via Supply Chain Digital
Read the full article at Supply Chain Digital here.
In today’s competitive marketplace, businesses in every industry are looking for ways to leverage mobile technology to improve business operations and enhance customer satisfaction. The logistics industry is no exception. When created and employed correctly, mobile apps can help logistics professionals overcome strategic business challenges, including real-time shipment tracking and improved communications between all parties involved in the process. With the prominence of smartphones, mobile apps provide an easy, convenient and affordable way to overcome these inherent industry challenges.
For decision-makers in the logistics and supply chain industry, the key to leveraging these tools is to understand how mobile apps and technology are changing the industry, and to appreciate the design and development priorities that go into making an effective app. Industry professionals should familiarize themselves with the importance of utilizing purpose-driven apps instead of feature-led alternatives, and should understand accepted best practices for selecting and vetting app developers.
Difference-makers
The key to a great mobile logistics app is its combination of accessibility and usability. The best apps in this category offer a seamless user interface that is easy to understand, with design and functionality cues users are familiar with and are widely recognized as industry best practices.
In a post-recessionary world, many companies are operating with less inventory on hand. They are instead relying on a deeper understanding of production timelines and shipment tracking to help coordinate production and delivery. Apps that can provide that insight and allow a range of different users to access comprehensive logistics information through a single, easily accessible source are truly revolutionary. This is very different from traditional company-specific tracking apps—this is a single portal through which everything can be tracked via mobile.
Cost is another advantage for well-designed logistics apps. With today’s tight margins, any logistics solution has to be affordable and attractive to cost-conscious users.
Design and functionality
Design and functionality priorities can vary from one company to the next, but logistics organizations should adhere to these universal elements: Easy does it. Using the app has to be easy. It is a simple and logical rule: if an app is easy to use, more people will use it.
Familiarity works. Usage and functionality have to be based on actions and animations that people are familiar with. Incorporate those elements into the design.
It just works. The app has to work (every time). It is the same if a customer is ordering something or if you are using an app for tracking and logistics support. It has to work, and it has to work every time.
Value added. The app has to provide value. There are other ways of accomplishing the same tasks, but they are cumbersome. The value for the best logistics apps is that they present a lower hurdle for use, and they are powerful, flexible and convenient.
Partners and priorities
For decision-makers in the logistics and supply chain industry, the decision to move forward with the design and creation of a proprietary app is just the first step. Based on our experience developing the Badger Freight Tracking app, there are critical decisions to be made, and many layers of due diligence that need to be completed. Here are the key considerations:
Look and feel. Look for a designer who prioritizes design, user interface and usability. Do they know how to create apps that look and feel good? Apps that are easy-to-use and present a sleek, attention-getting appearance will get better use.
Business experience. Be sure to work with smart people who are on the same page as your organization. The best partners are not just techies, but experienced professionals who understand the business and core logic of your technology goals.
Comfort level. Creating an app is a significant investment, so finding an app developer you are comfortable with is essential. No complex project is ever friction free, and you need someone who you can have productive conversations with to resolve issues.
Close to home. Because some app developers utilize overseas design teams, determine how important the ability to meet regularly in person with your development team is. For some, in-person design and troubleshooting sessions are invaluable and not subject to compromise.
Best practices
Once you have a professional partner, the design process can begin in earnest. Because the design and functionality of the app itself will be heavily based on the input that you provide to your app design professionals, it is important to keep some basic principles in mind when communicating your needs and priorities.
Going native? Determine what kind of tech platform your app will be built on, a native app or a web/hybrid app. Native development utilizes languages and tools specifically designed and provided by the platform for developers to work with. They tend to be pricier up front, but they normally provide a greater level of speed, scalability and responsiveness. On the other hand, web/hybrid apps are typically easier to manage from a business standpoint
Pain and purpose. The best apps are designed to solve problems. They are created by a design process that is purpose-driven instead of feature-led. Not every great feature has a function. Starting with specific features in mind and trying to make them address your needs will not work. Instead, consider industry and customer pain points—like freight and shipment tracking—and design the app to fix those issues. Everything in the app should have a purpose.
Know your audience(s). Consider your audience at every step in the app development process. Large logistics platforms have multiple groups involved: C-suite executives, drivers, logistics managers and more. When developing the Badger app, we understood the need to work for multiple audiences for multiple functions—all to solve one specific need: better freight tracking capabilities through smartphones.
Define success. Define what success means. You likely do not want just downloads, but actual users. To many, success means revenue. If you know what success looks like, the features will fall into place. Consequently, it is important to have an open mind and be flexible—do not go into the development process with a specific feature in mind.
Co-authored by Parker Stallard, founder and CEO of Badger, a logistics data management provider and creators of the Badger Freight Tracking app, and Dan Ward, co-founder of mobile app development firm Detroit Labs—which developed the Badger Freight Tracking App. For more information, visit www.badgersolution.com and www.detroitlabs.com.