L05: Evaluation after feedback and how to minimise the risk of negative effects

L05: Evaluation after feedback and how to minimise risk of negative effects. 

Evaluation 

As a whole the pitched product was a success, with a range of feedback being given. A key comment I took from this was with regards to the feasibility, after pitching the product it was noted that the app was “very feasible”. This was further supported with it being said that the Seven Peaks app has good unique selling point and target market, with an “original and excellent idea”. 

However, there were also some questions outlined as part of the feedback. For example it was asked how the product could be advertised thoroughly to meet the audience, with an emphasis of more traditional/ below the line methods. Subsequently, I could diversify the marketing methods of the app and included below the line marketing methods ranging from direct mail campaigns to targeted search engine marketing, both of which would thoroughly target the intended audience and likely improve the impact and chance of users going on to download the app. It was also mentioned that they would like to see more on development with regards to navigation of the app. This could be achieved by going into greater detail into how the app works and better develop the mock ups with things such as interactive displays and allowing interaction with a initial version of the app as part of the physical pitch. The question of which shops would stock the product in terms of distribution and whether it would solely be app stores, was also raised. To answer this I would say that predominantly it would initially be featured in app stores such as the play store and apples App Store, due to the nature of it being a app. However, as the brand develops and the app broadens it could result in the distribution of merchandise of even technologies which would assist the app and further its capabilities in physical shops. One such real world example of this would be the Garmin heart rate sensors and sensors, these are accessories sold by Garmin which work with the Garmin smartphone app, a similar principle could be adapted by the seven peaks brand and app. 

Minimising risk of negative effects

As part of the development of the app it is also key to minimise  the risk of negative effects in order to make a successful and appealing product. In order minimise ethical or social risks I would ensure that the app closely follows several different laws, acts and procedures. One such act is the obscene publications act. To avoid breaching this act it will be ensured that all the content is suitable for the public and the age of those using the app, meaning there will be no explicit content featured. In addition to this, the content of the app will no include topics that would be slanderous or have a negative impact. 

However, the app would feature a forum and comments section which would be harder to regulate and those using the app could post what they wanted. Therefore, to try minimise the risk of breaching this act and minimalist the risk to the audience it will be routinely checked and measures put in place to ensure the content is suitable for the target audience, such as blocking the use of specific words or terms meaning that may be deemed offensive so they cannot be posted. 

Other things which could pose a legal risk to audiences would be the use of data. The app would collect several pieces of information about the user and if not handled correctly this could result in legal harm to the audience as if it is not stored securely it could ultimately be used in a malicious way. To avoid this the data protection act will be closely followed, this involves making sure that the information is, used fairly and lawfully, used for limited specific stated purposes, kept for no longer than is absolutely necessary, handled according to peoples data protection rights and is kept safe and secure. If these are not strictly followed it could result with severe repercussions and legal prosecutions due to the sensitivity of the information held also. 

Furthermore, a common theme within the app industry and social side to common applications is the issue of “trolling”. This is a rising issue and could result in damaging the reputation of the app itself, in addition to dramatically affecting the user base in a negative way. To avoid this social risk to the audience, measures would be put in place. This would include things such as implementing features which enable users to report or block content posted which they deem unacceptable or offensive. In addition to this, there would also be people as part of the team which frequently monitor and moderate the app to ensure the content and users follow the app guidelines.