Creating Compelling iPad Apps

By Anders Rosenquist | 2 Comments | Posted in in Creative , mobile , User Experience , Web/Tech | Permalink

Apple's iPad has only been on the market for two months, but already it is changing how we engage with content. The iPad is poised to change the landscape of magazine publishing—both in how readers consume their favorite editorial content, and in how magazines, struggling with the decline of print readership and advertising, can grow their revenue streams in new and immersive ways. 

After Steve Jobs announced the coming of the iPad in January 2010, the editors and publishers of Entertainment Weekly magazine wanted to create an iPad app to coincide with the launch of the new product. We positioned the opportunity for Entertainment Weekly as compelling, easily consumable editorial content tied to e-commerce—the magazine’s first step toward- redefining its future and creating a new business paradigm.

The app takes a simple and very popular feature of the magazine, "The Must List"— featuring the Top 10 pop culture phenomena of the moment—and presents it in a playful, interactive set of panels that makes excellent use of the iPad’s scale, touch interface and visual punch. (free download from iTunes)

I recently sat down with ZAAZ's Jon McVey, Executive Creative Director, and Tim Klauda, Creative Director, to talk about their strategic and creative work on EW's ipad app.. 

This is the first iPad app for Entertainment Weekly magazine. Why was EW interested in creating an iPad app?

Jon: I'd say their motivation was similar to what we are seeing across the publishing world: The iPad is a second chance. Publishers first tried to bring their print content to the Web, but they didn't do it right. You don't have to look far to find examples of high-profile failures in the magazine world. Established publications like Gourmet magazine are gone.   Publishers are seeing the iPad as a do-over, another opportunity at doing digital right. It’s a godsend to them. So it goes beyond the business drivers for Entertainment Weekly—it is the future of the industry. And if you look at it from the financial side, there is no revenue share in the print version. But on the iPad, not only can you go deeper on the editorial content, you can also read a review, and then buy the soundtrack, watch the trailer, buy movie tickets, etc. 

What excites you most about creating experiences on the iPad?

The iPad is more of a lifestyle object, and the apps are mainly about your lifestyle. Because you can choose them, they’re an extension of you. A laptop represents work, but it’s fun time when you are on the iPad. 

How did you decide on what features to include in the app?

Tim: We didn't really talk about it in terms of features. We talked about the content that makes up the Must List, and how we'd enhance it.     For some sites, you focus on functionality—scope, features—and then roll content into it.   You make a shell, then someone will write the content and the site displays it.

For an app, the content is the feature. You start with how the content can be relevant to someone and how it affects that persons lifestyle, then we extended that experience. For the Must List, we have 10 things. Some are books, some are movies—and then we help the user act on them.

Will you adapt the iPad app for mobile phones? 

Tim: The Entertainment Weekly app will come out on the iPhone as well. It will have the same content and a similar experience, but we had to rethink the UI a little bit.  For example, it’s easier to use on the go with one thumb.  The experience needs to fits the device. The iPhone is about lists and getting there, rather than interacting with the list before getting there.  The iPad requires more of an investment in the experience.

Tim: They need to look at all the mobile devices – iPad, iPhone, Windows, Android. They need to see where their audience is, and look at what their brand has to offer each device.  The iPad has a particular type of engagement and interface. What can they add to someone passing around an iPad in a home or office vs. walking down street with iPhone? You can’t just import straight Web or magazine content and expect it to work. You need to pick a core piece of your brand and focus on that.

How is the app doing in the Apple App Store?

Tim: The EW app was featured in the New and Noteworthy section in the app store, and that brought it up into the store’s Top 20 free apps.   

Thanks to Jon and Tim for sharing their insight on creating for the iPad!