Introduction

After completing a bootcamp in iOS Development, I was eager for an idea to push me toward launching my first app on the App Store. Then, on a drive back from work, inspiration struck. With all the buzz surrounding the 20mph default speed limit in Wales, I decided to leverage it as a marketing opportunity for my first app.

Drafting the Idea, Competition and Developing an App

After the idea struck, I started to plan and sketch what the app would become. Below are the notes I made on 16th of September 2023 when I initially came up with the idea. I noted that in the bootcamp that an opportunistic approach to news and events can form a feasible marketing strategy. I wireframed the idea from day one and bullet pointed the technology needed to make it happen.

The idea being noted down for the first time 16th of September.

First Wireframe from the same day as the first note.

Wireframe of the website to market the app

Next, I turned to social media. Without a proper name for the app, I temporarily called it "Gwlad 20" to validate the idea and gauge interest. This allowed me to create an email, facebook page and start putting together a mailing list.

The original logo for Gwlad 20 before being renamed to SpeedOMonitor

Before going too far with a new speedometer app I did some investigation on what was already on the app store, I downloaded as many apps as I could to see what common features each speedometer app had. Some were incredibly complex and so many advanced features it became difficult to get simple functionality out of them. I did dream of making mine as advanced as possible however wanted to keep the interface as user-friendly as possible.

A wireframe created later in the process featuring landscape and portrait.

The first goal was to implement a basic speedometer functionality, it didn't take too long to get a prototype going. The only other thing that was needed was to control the music based on the speed which I knew wouldn't be too difficult a challenge.

When developing the app I had built in thresholds to detect 20mph to pause and play the music however I added further functionality and was going to turn the app into a colour based speedometer, so for each speed threshold it would have a different colour. For example, green for 0-20mph, blue for 20-30mph... I also implemented sound alerts between these different thresholds. At this point I was developing something more than just an app that played the Welsh National Anthem at 20mph or below.

Controversial Marketing Efforts and New Name

I found that on facebook there were many groups with high engagement relating to the new 20mph default limit which came into place September 2023.These gained attention, though some viewers mistook my parody advertisements for official ones, sparking some controversy!

Facebook ad image for Gwlad 20 #1

Facebook ad image for Gwlad 20 #2

Facebook ad image for Gwlad 20 #3

Below are a couple of the more notable comments I received on my facebook ads:

'Isn't this encouragement to use the phone behind the wheel when driving below 20mph to kill the boredom ?. another stupid idea Drakeford.'

Well the 1st reply was deleted!!! So I can go on as much as admin deletes my post . So let's go again The M4 has Street lights so let's go 20 on the M4 and see where that goes !!! not thought out this one did you Welsh Government!!!

It seemed even though I was benefiting from some engagement it was mostly negative and had trouble coming up with ideas that would not enrage but entice them to join a mailing list. I didn't indicate well enough that this was part of the humour of the App.

I eventually settled on a new name "SpeedOMonitor" and updated the app and social media materials accordingly. I tried to keep the original style of the original artworks alive by using the same colors and circle. I have always enjoyed making logos and felt this was a good effort at building a brand.

SpeedOMonitor Logo in Black

Tik Tok, Beta Testing and Launch

With a nearly finished product, I turned to TikTok, thanks to my girlfriend’s suggestion. A single video we posted garnered over 85,000 views—but the app wasn’t ready yet! I started beta testing and worked hard to prepare for the release. I had to cut some of the features including the premium features I had planned to use to monetize the app. This was massive and really motivated to get the App on the store ASAP, with the comments I managed to get a few people interested in testing the beta on TestFlight. But at this point I had numerous queries about whether this was going to be available on Android which I had not yet started to develop.

@speed_o_monitor Country of 20 🫠 🏴󠁧󠁢󠁷󠁬󠁳󠁿 Download Speed-O-Monitor on the app store #wales #20mph ♬ original sound - Speed_O_Monitor

I continued to make further Tik Toks however I received some comments comparing it to Waze and that Waze already had a built in speedometer. I attempted to use this to my advantage by making Tik Toks about what my App did that Waze didn't but I found that the point of the app wasn't being effectively communicated by doing this despite getting decent viewership..

Prize Draw graphic

App store grapgic

Not sure about 20mph graphic

Finally, the app launched. I encouraged friends and colleagues to download it, hoping to achieve a viral moment. I also ran a competition to boost sign-ups for the mailing list I had created using Mailchimp. Despite offering a MagSafe phone holder as a prize, interest was lower than expected. TikTok proved to be the most effective platform for generating excitement about the app. I did honor a prize a winner with the magsafe phone holder and they were appreciative.

Before launching I did reach out to a marketing company however they wanted alot more money than I was willing to pay as the app had not been monetized and it was a hobby project.,

Whilst the launch wasn't as successful as I was hoping I had managed a few downloads, less than 100 but still enough to get a few ratings on the app store. I did insist anyone I knew give it a good review too! As much fun as it was developing this project I found myself in Disney World Florida a week after launch which may have been somewhat a distraction to promote the app further.

Update 1.1

Since I had already paid the price to become an Apple Developer and put all the work in to release the app I thought I may as well go for an update to start making the app what I was hoping it to be.

I integrated the following features:

• Improved User Interface, this was modified to look a bit more original and not rely to much on the standard iOS UI Elements.
• Dynamic Color Mode which would use the speed as a variable to change the hue of the background colour of the app

Lessons Learned

Building this app was a great learning experience, I was very happy to bring something of my own to the App Store even if it didn't make me a rich and famous! Here are a couple points which I'll bear in mind next time:

• Virality is harder to achieve without being on the Android platform as well as iOS.
• Have the App ready sooner rather than later, Minimal Viable Product is better to have than nothing if you have a semi-viral Tik Tok.
• Not all engagement is good engagement, some people can be mean if they don't understand what your point is..

I am looking forward to whatever my next idea is and I'd like to think that this project has provided me the opportunity to be ready for next time.