NEW YORK ? When building a mobile application, it is important for designers and engineers to push each other, according to a Tumblr executive at Mobile FirstLook: Strategy 2015 Jan. 15.

Designers imagine things in a perfect world, and it is up to engineers to ground them, while not automatically vetoing all of their suggestions. This relationship relies on communication, and entering conversations with an open mind.

?Developers, push yourself,? said Chris Haseman, head of mobile at Tumblr. "Help your engineering team understand that they don?t have to do absolutely everything the designer says, but that they should try. 

"Never say no," he said, "I had to get myself out of this habit?I did it all the time. The designer would come to me with some crazy idea and I would immediately just say, 'This isn?t possible, there?s no way we?re going to do this, don?t ever show this to me again.'

"Over the years, [the designers] sort of wore me down And they really tried to push me to attempt bigger, better, greater things."

Content first
Tumblr thinks of itself as a frame for consumer content, and therefore it is meticulous about the design. Users understand design issues, including the wrong font or items that are not centered, and they may stop publishing if they are unhappy with the aesthetic.

One of the most important things when building an app is understanding the existing platforms, and the rules surrounding them. Incorporating some of the typical design features on either iOS or Android apps will make it easier for consumers to navigate your app, since it will be more intuitive.

Screenshot of Chopard Red Carpet Tumblr

At the same time, individual developers and designers should push the boundaries of what is expected. Google and Apple look at independent developers for inspiration. For instance, Tumblr introduced a circular blue compose button floating on the screen and awhile later, Google began using a similar design.

Therefore, brands can nudge things in a way that works for them.

To achieve this, creating the right team of engineers that can implement the creative vision of the design team is essential.

"I would hire, buy or kidnap one experienced engineer in each platform," Mr. Haseman said. "Figure out a way to trick by any means necessary someone who?s very experienced with iOS and very experienced with Android, and then surround them with people who are hungry to learn."

Screenshot of Tiffany & Co. Tumblr

These engineers can then teach the rest of the team, so that everyone else also becomes expert.

Before building an app, it can be beneficial to test out a concept via a mobile site, using the mobile Web to build a prototype with engineers that are less expensive.

One of the traps when developing an app is a loop of tight deadlines for engineers, where they cut corners to be on time and end up creating messy code. Bugs then appear, which need to be fixed, causing a delay on further projects and more mistakes as deadlines again loom.

Instead, there should be openly communicated goals and priorities, as well as a true understanding of how long coding will take. When there are mistakes, engineers should learn from them by asking questions.

As a goal, developers should be pushing out updates every three to six weeks to get optimal reviews in the app marketplace. Users tend to review when updates come out, but then ratings drag as bugs and problems are found.

Chris Haseman

Brands can actively ask consumers for a review to get feedback, but this should only be requested once of consumers. Otherwise, a brand runs the risk of angering them and inciting a poor rating.

Negative reviews are a learning experience, and should not be ignored. However, only a select group of individuals will take the time to share a review, so it is important for brands to also look at data.

For instance, when creating an update, a brand can set a goal of increased engagement on a particular part of the app. Measuring this goal using metrics gives a clearer picture of whether the app is successful.

Be an insider
Mr. Haseman explained that native advertising on a social platform is difficult, since every network has its own vocabulary. He can tell when there is copy taken from another platform and republished without edit to Tumblr, since it seems out of place.

Audience platforms that treat brands like consumers allow for the most authenticity, but they also require marketers to adhere to community rules, according to panelists at ad:tech New York 2014 on Nov. 5.

Compared to display ads and search that are standardized, the fragmented array of platforms ask brands to adapt to unique consumer experiences. While this makes it trickier for marketers to deliver a message across platforms, finding ways to speak to a particular online community can have a greater impact and resonance (see story).

Brands should do their homework before trying to reach consumers via social networks.

"The more concise you can be -- a sense of humor doesn?t hurt either -- the more inspirational you can be, the more you can become part of the network, the more users will pick up your content and share it around, the more they will help spread your voice," Mr. Haseman said. "Make ads that users will be proud of."

Final Take
Sarah Jones, editorial assistant on Luxury Daily, New York