Customer relationships

Understanding the nature of the interaction helps map out the customer's journey and their touchpoints with the app, so it is useful to think through the entire experience.

Ask yourself the following questions:

• What type of relationship does each of our customer segments expect us to maintain with them?
• Which ones have we established?
• How are they integrated into our business model?
• How costly are they?

Consider that the nature of most utilitarian apps involves a DIY self-service relationship. An app like Uber or Ola involves personal assistance through the taxi driver. Waze enables co-creation and a community aspect to the relationship. Knowing how users use your app will help you create an app that is more usable and more useful.