A strategy is a deliberate, prioritized plan that can lead you to a goal. She helps answer questions:

  • What result do you want to get and what are you aiming for?
  • Why are you creating a specific product?
  • What’s the best way to achieve your goals?

So that the developed application does not turn out to be a waste of time and your budget, it is important to take into account all the information received not only before starting development or during testing, but also for further promoting the mobile application.

Step 1. Get started

Strategy is work that requires the collection of a lot of data.

Here are a few points to get you started:

Market analysis. What do users want, what do they need, and where can they find growth points? By starting with external analysis, you can work around your own misconceptions and find new opportunities. Of course, this method is best combined with your insider knowledge and data. Keep up with the news in your industry, conduct customer interviews and research your competitors for a complete picture of the market. Think about how your application differs from competitors in the market and what user problems it solves.

User interviews. Talk to your target audience and users. Ask about their lifestyles, problems, jobs and needs using empathy and intuition.

Data analysisFind trends and patterns in metrics by user type, country, platform, and industry. Write down the expected result, taking into account the amount of effort that the project may require. This could be something other than revenue or engagement: for example, customer satisfaction (short term), development speed, etc.

Article: How to upgrade CustDev using user interviews

Step 2. Determine the criteria for success

What is success and how can you measure it? Many people express it in terms of increasing revenue or audience engagement. These metrics are important, but not the goal. Success criteria should take into account both the long and short term and reflect a clear vision for product development.

For example, if you only have high user engagement in your success metrics, you may be missing out on other opportunities, so aim for complex strategies.

Answer yourself the following questions to avoid myopia in terms of goals:

  • What is our mission? Why is this important and how do you broadcast the mission through the app? Try saying out loud, “What will the world be like if comes true?”
  • What basic human need do you satisfy?
  • What success rates can be calculated in 6 months, 3 years? Different periods of time will help answer different questions.

Step 3. Select ideas

When you have a clear idea of ​​the goal and the necessary information, it is time to form your own vision and strategy. You may have a lot of good ideas, but it is not enough to simply distribute them on a timeline – you cannot build a long-term plan out of this.

Here are some common mistakes when formulating a strategy:

Do only what the users / team / managers ask for
This is a safe path: it helps to easily create a roadmap and makes everyone happy at once, but only in the short term. Most of the time, people will ask for incremental improvements rather than leaps and bounds, but this is a dangerous strategy: the feedback from such users will be short-sighted and unlikely to lead you to your goal. Don’t ignore this source of feedback, but know that it is more about customer retention than about strategic change.

One big brilliant idea
Sometimes we fall in love with an idea so much that we want to go to great lengths, ignoring the risks. This strategy can be used if the company is small and has not yet had time to gain a foothold in the market. For example, the decision to go into VR technology in most cases will be the wrong strategy, since it is associated with great risks without the right amount of data and testing – this is not a reasonable risk.

Change everything at once
This is often due to technical debt and the need to clean up a large codebase. Changes to the product and code base are necessary, but doing everything at once without clear goals and results is dangerous and time-consuming. A new design can lead to frustration among users and the team, and in the long term, nothing will change.

Step 4. Visualize the strategy

Presentations and other documents to summarize and publish the product strategy provide clarity and concreteness without being distracted by visuals. Typically, a strategy document is 2 to 6 pages long with the following sections:

  • Key players: who will implement the strategy.
  • Context: Research and analysis, user interviews, and other data you relied on to create your strategy.
  • Plan: what activities it includes, and why you chose them.
  • Metrics for measuring results: short and long term indicators of success.
  • Key risks and their mitigation: is the company ready for such risks and can they be controlled.
  • Collaboration: What kind of help you need from other teams and partners.
  • Evidence that your strategy will be successful.

Analysis-based and well-articulated mobile app marketing strategy the basis for the success of the product. Think about strategic positioning, learn all about your target audience, conduct competitive analysis and define performance indicators.

Of course, real life is much more complex and includes many subtleties with limitations, and it can also be difficult to find a balance between ambitious, interesting and achievable. You can endlessly hesitate and read tons of books on strategy, but just getting started is enough to strategize and bring your best ideas to life.

Next article

Creation of applications for an online store

With the advent of Aliexpress, Ozon, Wildberries and other popular Internet applications, people have fully experienced the convenience of a quick order in a few clicks and are no longer so willing to access sites. If you have an online store, it’s time to think about its mobile version, so as not to lose your own audience.

Read more

2020 taught us a lot of things to do online: work, communicate with friends, watch movies and find couples. So if you are planning to launch your own application, dating service is a great option for an investment of knowledge and investment.

In this article, we analyze the main stages of creating a dating application – from market analysis to launching and finding the first users.

Market research

The first thing to do is research the market and conduct a competitor analysis. Highlight the biggest players and niche apps that target narrow audiences: dating based on political beliefs, sexual orientation, or favorite music. Explore general trends in online dating, audience needs, and the functionality of popular apps.

The better you know the market, the easier it is to find your own niche and develop your app.

“The online dating market is extremely competitive and users are very selective and prefer well-known brands. Advertising is expensive. Therefore, if you decide to create such a service, do not underestimate the importance of competent marketing and having a sufficient marketing budget right at the start. It will not work to launch a dating project with little money, since you need to immediately attract a critical mass of users. If you decide to make an analogue of existing services, be prepared to compete with the advertising budgets of the market whales. If there are no such resources, it is worth examining the existing services and choosing a direction in which no one has yet dared to start work. This will not reduce the need for marketing to zero, but it will partially simplify the task. “

Yana Kashaeva, Business Analyst at AppCraft studio

The target audience

Market analysis will help you find free niches, determine your target audience and functionality that can satisfy its needs.

In addition to major players, niche applications have gained popularity in recent years, where you can find a partner who is close in political beliefs, interests, specific appearance, food preferences, profession, income level and nationality.

Here are some examples of apps with a narrow audience:

Hater – if you want to find someone who hates the same as you.

Tastebuds is for those who are looking for like-minded people in their musical preferences.

Trump Singles – for Donald Trump lovers.

Parikhozhane.ru – dating for Orthodox Christians.

Bristlr – for men with beards and their female fans.

Vegan Dating is an app for vegans.

Twindog – dating for dogs.

Anaem is a site for dating Tatars.

Tall friends is an app for meeting tall people.

Choose several categories for your application at once – your audience should not be too large and scattered, but also not too small for the application to gain popularity.

Monetization options

Decide in advance how the app can be monetized. Here are some basic ways:

Subscription for premium features. Users will be able to connect paid services (view closed user pages, hide information about themselves, connect an unlimited number of likes, etc.) for a month, six months or a year.

Gifts. For a fee, you can give bouquets, emojis, compliments and other ways to remind you of yourself.

Advertising. Advertisers love dating services for the ability to show ads to well-defined people, as developers have detailed information about each audience segment.

Partnership programs. Collaborate with flower delivery, restaurants, taxi services and entertainment venues your users may need.

Application development stages

Building interactive prototypes

An interactive prototype is a visual representation of all pages of the future application. It helps to test all the features of the service, ease of use, see errors in functionality and plan the cost and timing of work. Also, the prototype is shown to potential investors and users in order to assess the relevance of the project.

For dating applications, several prototypes are usually created at once in Figma or Marvel services. It can be with or without design – the main thing is that with the help of it you can see the algorithm for using the future product.

This article explains how the prototype is useful.

Team building

The team is created individually for the project, since each service requires narrow experts and specialists with certain experience. In the process of work, the team can be supplemented by other people, but the main composition must be determined at the beginning of the project. Usually this:

Project manager

Communicates with clients and the team, coordinates common actions, controls timing, resolves conflicts and manages risks.


They think over the architecture of the application, write the code and, together with the manager, decide how the service functions will be implemented.

UI / UX designer

Thinks over the interface design and plans the user experience.


Check if the application is working properly.


Mobile app design isn’t just about colors and fonts. UX designers think through to the smallest detail how the user will navigate through the application, which button is more important and how quickly to get to it, and make it so that a person can easily navigate the application, and all buttons, forms, fields and data are convenient.

Development of

At this stage, programmers think over and create the architecture of the service, create databases, develop the main functionality and make up each screen of the future product according to layouts, adapting it to different sizes of devices for each platform: iOS and Android.

Application launch

Testers extensively test the application more than once. After that, it is sent to the stores for verification – for this, you need to register a developer account in Google Play and the App Store in advance.


After launching the application, work on it does not end: over time, the application will need to be optimized, new features added and removed, and the application tested and updated. Manufacturers of smartphones and operating systems regularly roll out updates for which you need to adapt some functions of the applications so that they work stably and meet modern requirements.

Application structure

Basic functions

It includes essential features that enable people to perform basic actions and use the product:

  • User registration
  • Filling out and editing the questionnaire
  • Setting up search for other users
  • View other profiles
  • Chat with couples and tech support
  • Geolocation
  • Push notifications
  • Integration with social networks

Paid Features

These features are usually paid and provide additional benefits to users and an opportunity for developers to monetize.

Here are the main ones:

  • Raising the profile to the first place and in the TOP, additional promotion of the profile, etc.
  • The ability to hide your location and age, anonymously visit other profiles and not show the time of the last visit.
  • Disabling any ads
  • Ability to change swipe and re-view another profile
  • Gifts for other users.

Engaging an audience

It is important for the application to constantly increase the base of new visitors in order to maintain the interest of existing ones. The cost of promotion will depend on the country and region, the type of platform, advertising platforms and other parameters.

Partnership with other applications. Popular dating services offer affiliate programs. They give you a base of profiles in exchange for traffic and share the profits.

Viral mechanics. Get people and the media to talk about you. Leverage the unique features of your app and create creative ways to tell your story.

Advertising. This is the most expensive but fastest way to reach early adopters. Post ads on social networks, search engines, app stores, local publications.

Application policy

How do you plan to react to aggressive actions of users, scammers, advertisements for intimate services and mentally ill people? All this needs to be thought out in advance so that you have a plan of action for such cases.

Timing and cost

The full development cycle of a mobile dating application takes 4-6 months. We at AppCraft understand that during this time the market and audience can change, so we try to create and test the application on real users as quickly as possible. It is better to make the minimum version in a month and a half, release it to the world and gradually improve and add new functions, instead of immediately developing a large number of additional functions with unknown value (after all, you can understand what exactly users like only after the product is launched).

The cost of developing an application is from 2 million rubles – it all depends on the type and complexity of the application and its functionality. In our article, we describe in detail what constitutes the cost of developing mobile applications.

The AppCraft team has extensive experience in mobile app development. We create and launch our own applications for iOS and Android, design, web. If you are thinking about developing a dating app, write to us – we will help you bring your ideas to life and share ideas and best practices.

A good mobile navigation design should be intuitive and simple to help the user find what they want as easily as possible. There are many tools that designers use to create a navigation system in a mobile application, but only a fraction of them actually serve their purpose.

In this article, we break down the most effective UI components and explain why they work.

What is mobile app navigation

Navigation is how users interact with the application, design, and move from one interface item to another. It can be compared to a road system: the application has dozens of highways that direct users in the direction they want.

The navigation design of any product is one of the main points of development. As a navigation goal, many prescribe the movement of users in the shortest possible time, but the user’s path should not only be fast, but also logical and simple.

What mobile navigation should be

Clear and intuitive

People don’t want to think about what buttons are for and where links lead. From the point of view of convenience, it is enough for them to make the navigation simple and clear. The conducted research, the formed user profile and knowledge of behavior patterns will help to create such navigation.


The application should be user-friendly with any finger size. No one should waste time clicking the icon several times trying to go to the desired page. Therefore, the links and buttons in the application should be large enough that most people can click any of them the first time. The universal button size is 10 mm.

It is also important to consider the distance between navigation items. Users must have enough free space to avoid clicking on other buttons next to them.

With legible content

The phone screen is much smaller than the computer screen, so readability problems can arise, as in many applications, even the icons from the hamburger menu are accompanied by text. Don’t make users lose their eyesight trying to read text on links and buttons.

Size really matters in mobile navigation, so you need to spend time testing and checking how users interact with the app. Invest time and effort in prototyping to recreate realistic navigation and fix any mistakes ahead of time.

An article on what prototypes are

With orderly and visual hierarchy

Small screens are much easier to make clutter, so the design of mobile apps requires you to ditch the secondary elements (or place them in the menu). In the case of mobile apps, designers choose a minimalistic design that does not clutter up the interface with unnecessary graphic elements.

UI components for mobile apps

Hamburger menu

In the limited space of a mobile interface, a hamburger menu will help hide complex navigation to avoid distractions. In addition, the hamburger menu is familiar to almost all users and has its advantages: they already know what it is, how it works and what to expect. Familiar elements in the product interface help the user to relax and learn new things more easily.

An example of a humble hamburger menu in the telegram app. The app is easy to use because the hamburger menu offers all the key navigation options you might need. And all this with a simple icon that takes up almost no space in the interface.

Bottom navigation in the app

The bottom navigation helps you to use the application freely and to hold the phone comfortably in your hands, so it allows you to reach certain points with a single tap of your finger. And if you use no more than five points, it reduces user fatigue and saves screen space.

The Twitter mobile app navigation is centered on the bottom bar, covering the four main points of the app.

Top navigation in the app

It also consists of a navigation bar, but is located at the top of the screen and is usually used in conjunction with other tools. For example, it is used for primary links that remain visible when scrolling, and for secondary links, the bottom bar or hamburger menu.

App navigation based on gestures

Gesture-based navigation allows users to quickly swipe in the desired direction to navigate an application or perform specific actions. It has been around for decades as a UI navigation template, but it only gained popularity with the popular dating app Tinder, where you can swipe left or right to match.

Gesture navigation helps you navigate between scenes in the app, and gestures to touch and drag horizontally and vertically, zoom in and out. This creates an interactive and dynamic user experience.

This interface pattern is easy to understand even for an inexperienced user, since gestures are often intuitive and require few steps to get the right result.

In the application Treep the classic swipe left or right pattern is used. This makes the process of choosing an activity dynamic, easy and interesting.

Full screen navigation of mobile apps

While the previous templates in the list boil down to minimal use of screen space, full-screen navigation suggests the opposite approach: here almost all of the screen is devoted to mobile navigation only. This approach helps guide users from general to specific sections of the product.

This kind of navigation can be a little tedious, but designers use a clear visual hierarchy so as not to overwhelm the user. This method has its drawbacks, but it helps the person to see all product features and choices at a glance.


Cards in the user interface can make the application even more user-friendly. They come in all shapes and sizes and are a great way to show different elements in one place: text boxes, links, or photos. They also help users immediately notice when the screen can be scrolled horizontally, which improves the overall usability. Another plus is that they can be easily adjusted to fit any screen size, which is great for responsive apps.

Spotify has grown into a music streaming giant and their user interface designs reflect that. Mobile Navigation focuses on cards on the home page that help you find music content. Spotify is known for motivating users to explore new musical horizons: it enhances the entire user experience. As a bonus, there is a bottom navigation bar that helps you get to grips with the main navigation of the app. This makes Spotify easy to understand and learn even for new users.

3D Touch

3D Touch was first introduced by Apple. The company began to use a shortcut that reflects the main actions for the selected application.

Another common use for such mobile navigation is for content previews. When working with a list of content suggestions, such as an email or article list, this can be a good way to provide a preview to the user.

3D Touch is convenient, but access to central functions doesn’t have to be done with it alone. Mobile navigation should still provide a clear path for users to find basic functionality without opening the 3D Touch option.

The purpose of navigation is to help users achieve the purpose for which they are using the application. Knowing their preferences and taking into account the limited screen space, you can create convenient navigation and high-quality UX.