Ellie Powers on Secrets Every PM Should Know About Android and Google Play | #ProductSF 2016 | Summary and Q&A

TL;DR

Google Product Manager, Ellie Powers, discusses the growth and success of Android, as well as important tips for developers to create successful apps on the platform.

Key Insights

• 🪡 Android's success is driven by its flexibility in offering phones for different budgets and needs.
• 😀 Building a quality app with stability and appealing design is crucial for positive user reviews and engagement.
• 😀 Google provides various tools like Firebase Test Lab, Store Listing Experiments, and Beta Testing to aid developers in app optimization and testing.
• 😀 Instant Apps, a new feature, allows users to access app experiences instantly without installation.
• 👤 Google Play's vast reach and active user base provide immense opportunities for developers to succeed globally.
• 😀 Understanding diverse user needs and emerging markets is essential for building successful Android apps.
• ❓ Google Play offers curated experiences and personalized recommendations through a combination of automated algorithms and human curation.

Transcript

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Questions & Answers

Q: Why has Android been so successful globally?

Android's success is attributed to its flexibility, offering phones for various budgets and needs, allowing a vast user base to connect to the world.

Q: How can developers ensure the quality of their Android apps?

Thoroughly testing apps to prevent crashes and bugs is essential. Users value high-quality apps and often mention stability and great design in positive reviews.

Q: How can Google Play help developers reach a global audience?

Google Play provides a massive platform for app distribution, with 1.4 billion active Android devices and over 1 billion monthly visitors. It enables developers to build robust global businesses.

Q: What tools does Google provide for app testing and optimization?

Google offers Firebase Test Lab for testing apps on a variety of devices without needing to own them. Store Listing Experiments allow developers to test different app store listing variations for better conversion rates. Beta testing and the Early Access Collection provide opportunities to gather user feedback during development.

Summary

In this video, Ellie Powers, a Group Product Manager at Google, discusses various aspects of Android development and the Google Play ecosystem. She emphasizes the importance of understanding the global reach of Android and the diversity of Android devices. Ellie also highlights the significance of building high-quality apps, utilizing user feedback and testing, and taking advantage of Google Play tools such as beta testing and store listing experiments. She concludes by introducing Instant Apps, a new technology aimed at providing seamless app experiences without the need for installations.

Questions & Answers

Q: Why has Android been so successful globally?

Android's success can be attributed to its flexibility, allowing for the creation of smartphones suitable for people with different budgets and preferences. This has made it possible for a large portion of the world's population to access information and connect with others through smartphones, contributing to Android's growth and popularity.

Q: What challenges do product managers face when developing Android apps?

Product managers often have to deal with the challenges of ensuring their apps work effectively across a variety of Android devices with different screen sizes and operating system versions. This diversity can be intimidating, but Android provides various tools, such as design tools, dashboards, and support libraries, to make the process easier and ensure compatibility across different devices.

Q: How can developers create successful Android apps?

Building a quality app is crucial for success, as users value stable and well-designed apps. Thoroughly testing apps before launch and implementing best practices to prevent crashes and bugs is essential. Users also respond positively to great designs, fast performance, and ease of use. Developers can utilize Google Play's machine learning algorithms and feedback reports to understand user opinions and make improvements.

Q: How can developers ensure their apps work well on different screen sizes and OS versions?

Android offers various tools, including dashboards and design metrics, to help developers adapt their apps to different screen sizes and OS versions. Although more developed markets generally have newer devices with larger screens, expanding into emerging markets requires understanding the specific needs and device configurations prevalent in those regions.

Q: What are some of the challenges regarding user feedback and testing?

Gathering user feedback and testing apps can be time-consuming and challenging, especially when dealing with a large number of devices and versions. To address this, Google Play offers tools like beta testing and store listing experiments. Beta testing allows developers to gather feedback from a select group of users before a full launch, while store listing experiments enable developers to test different app variants and optimize their app listings for improved conversion rates.

Q: What is the Firebase Test Lab for Android?

The Firebase Test Lab is a service provided by Google that allows developers to run tests on a range of Android devices in a data center maintained by Google. This eliminates the need for developers to source and maintain a collection of physical devices for testing. Developers can write tests and run them on the Test Lab or leverage the pre-launch report feature in Google Play, which automatically tests apps against different devices and provides feedback on crashes, compatibility, and appearance.

Q: How can developers ensure their app listings are effective and engaging?

Running experiments on app listings can help developers identify the most effective design elements, such as icons and text. Store listing experiments in Google Play allow developers to test and compare different variants of app listings, measure conversion rates, and optimize listings based on user feedback. Developers can obtain significant increases in install rates by using these experiments and focusing on elements like app icons, which have the most impact on conversion.

Q: What is the purpose of early access for app developers?

Early access is a curated collection of pre-release apps and games on Google Play. It provides developers an opportunity to gather feedback and gain exposure to early adopters and tech enthusiasts who actively seek new and innovative apps. This feature is particularly beneficial for startups looking for beta testers and broader feedback beyond their immediate circle.

Q: What are instant apps and how do they improve user experiences?

Instant apps allow users to access native app experiences without the need to install the app. Users can directly access an app by clicking a link, saving time and eliminating the need for app installations. This feature is beneficial for apps that are not frequently used but still require a smooth and rich user experience. Instant apps can unlock discovery through search, accept digital payments, and seamlessly integrate with physical world experiences.

Q: Do instant apps work on iOS?

Instant apps are exclusive to the Android platform. However, when someone on iOS receives a link to an instant app, the link would open either the native app or the web-based version, depending on how it is set up for that specific device.

Takeaways

Ellie highlighted four key aspects that every product manager should know about Android development: the global reach and success of Android, the challenges and tools for building high-quality apps, the importance of user feedback and testing, and the introduction of instant apps for seamless app experiences. Understanding the diversity of Android devices, leveraging Google Play tools like beta testing and listing experiments, and utilizing technologies like instant apps can greatly contribute to the success of Android developers in today's mobile ecosystem.

Summary & Key Takeaways

• Android's success is due to its flexibility, allowing for the creation of the perfect phone for every user's needs and budget.

• Building a quality app is crucial, focusing on stability and beautiful design to avoid negative reviews and gain user satisfaction.

• Google provides tools like Firebase Test Lab, Store Listing Experiments, and Beta Testing to simplify app testing and optimization for better user experiences.

• Instant Apps, a new feature, allows users to access app experiences instantly without the need for installation.