Custom applications (or apps) can help your business stand out from competitors. They allow you to reach a wider pool of potential customers and develop your brand identity.
Without technical expertise, application development can feel overwhelming. Coding, designing and ensuring compatibility across devices are time-consuming and complex.
However, solutions like following an app development process or using no-code and low-code platforms can simplify app development.
By the end of this article, you’ll understand how to create business apps. Discover the benefits, process and best practices of app development.
What is application development?
App development involves creating software applications for mobile devices, desktops or both. The process includes planning, designing, coding, testing and launching an app to address a specific need.
Think about a web-based CRM as an example. Users need access to customer data while traveling between sales meetings. Navigating the full web-based site can be difficult on a mobile device, making it hard to access this data, update records and follow up with leads.
By creating a mobile app, the CRM provider enables sales reps to review key customer data, log interactions, receive real-time notifications and send follow-up emails from anywhere.
For instance, reps can use Pipedrive’s mobile CRM to track deal progress from the palm of their hands.
What are the benefits of app development?
App development boosts brand visibility, personalizes the customer experience and provides access to valuable customer data. As a result, businesses can better understand consumer needs and preferences.
Let’s take a look at these benefits in more detail.
Share personalized communications with users
Apps provide a direct and personalized way to interact with customers, helping businesses build stronger relationships by making customers feel valued, understood and connected to the brand.
For example, a B2B marketing agency could develop an app that:
Sends clients personalized performance reports
Offers tailored strategy recommendations
These features deliver timely insights, demonstrating the agency’s understanding of user needs. Personalized communication leads to better client relationships and increases trust. It also encourages long-term loyalty.
Make data-driven decisions to improve the customer experience
Apps collect valuable user data, like browsing behavior, buying history and feature usage. These insights help businesses identify trends, optimize offerings and address pain points.
For example, a B2B e-commerce CRM could track:
How clients navigate its app
Which products do they view
Where they drop off in the checkout process
The company can use these insights to improve product recommendations, streamline the customer journey and adjust pricing strategies.
Improve brand perception
A well-designed app enhances brand perception by demonstrating your commitment to the user experience. When customers know you’re invested in their success, you build trust and credibility.
Increased trust, in turn, influences purchasing decisions. Data from the Edelman Trust Barometer shows that consumers are 59% more likely to purchase from a brand they trust.
What does the application development process look like?
The application development process is a structured approach to designing, building, testing and maintaining an app. The process follows the five key phases of the software development lifecycle as outlined below.
Note: These phases don’t have to follow this order. You can adapt each to fit your business processes, needs and goals. For example, if you’re building a sales-focused app, you might prioritize prototyping and user testing early to ensure a frictionless purchasing experience.
1. Research and planning
The research and planning phase defines the app’s purpose, identifies target users and ensures there’s an actual demand for the idea. A strong plan helps you avoid costly mistakes and ensures your app delivers real value to users.
Here’s how to research and plan an app:
Define the app’s purpose. Outline what the app will do and the problem it solves for users. If you’re creating a sales tracking app, the purpose might be to help sales teams manage leads.
Identify the target audience. Conduct surveys, interviews and competitive analysis to pinpoint your ideal customer profile.
Analyze the competition. Study similar apps to find gaps in the market and identify where they can offer a unique advantage.
Outline key features. List must-have features that align with user needs and business goals.
Set a timeline and budget. Estimate the time and costs for each development phase (like design, prototyping and testing) and allocate resources accordingly.
At this stage, you also decide whether to build a native, web or hybrid app.
Native application | Built specifically for mobile use (iOS or Android). It’s ideal for apps requiring high speed, a seamless user experience (UX) and integration with device features, like sales and CRM apps. |
Web application | Accessed through a browser without needing installation. It’s easy to maintain and works on any web-enabled device but may lack advanced mobile features. Suitable for content-based platforms like blogs, online stores or dashboards. |
Hybrid application | Works across different platforms using a single codebase. It’s cost-effective and quicker to develop but may have performance limitations. Best for businesses that want a balance between reach and functionality, like e-commerce or service booking apps. |
Choosing the right approach depends on your budget, timeline and how users will interact with your app.
For example, if you’re developing an app for salespeople who need offline access and real-time updates, a native app is the best choice. It ensures smooth performance, integrates with device features (like GPS for location tracking) and works without an internet connection.
A hybrid app is a better alternative if you’re launching an e-commerce app and want to reach iOS and Android users with a lower budget. It allows you to build once and deploy across multiple platforms, saving development time while offering a good user experience.
2. Design and prototyping
The design and prototyping phase allows for early feedback and adjustments ahead of development. Refining the app early saves time, minimizes development changes and ensures a smoother launch.
The process involves creating wireframes or interactive prototypes to visualize the app’s look and functionality. Here are more detailed definitions of each format:
An app wireframe | A basic visual layout of the app. It shows the app’s structure, key elements and navigation flow without detailed design elements (like colors or images). A wireframe uses a low-fidelity (lo-fi) framework, meaning it’s a rough version focusing on layout rather than design. |
An interactive prototype | A clickable version of the wireframe that simulates how users navigate the app. It allows stakeholders and testers to experience the app’s flow, providing valuable feedback on usability before development. An interactive prototype is high-fidelity (hi-fi), meaning it has a detailed and realistic representation that closely resembles the final product. |
Most app development teams create wireframes first and gather feedback before creating an interactive prototype.
Here’s how to create a wireframe:
List the key pages your app needs
Sketch a rough layout
Add the necessary buttons, images and text on each screen
A wireframing tool like Moqups makes this process easier. Here’s an example of its interface, which uses a drag-and-drop functionality to plot key app elements:
Once you’ve developed a wireframe, share it with stakeholders, potential users and team members to identify any issues with the layout. Use the feedback to make necessary layout changes to improve the user experience.
You can use your wireframe as a foundation to create an interactive prototype.
Use a platform like Figma to create interactive prototypes without technical expertise. Here’s a glimpse of what the Figma interface looks like:
Add your app layout to the software, including buttons and dropdown menus for navigation between screens.
Conduct user testing to ensure the new layout is intuitive and easy to use. Make any final revisions to prepare it for development.
3. Code development (if applicable)
App developers use the prototype as a blueprint for creating the app – using programming languages (like Java or SQL), frameworks and APIs to bring your design to life.
The coding phase includes:
Creating front-end code to create the app’s interface
Crafting back-end code to handle data, authentication and functionality
Extensive coding isn’t always necessary in app development. No-code and low-code platforms allow you to create apps without technical knowledge.
Look at Pipedrive’s API (application programming interface) as an example of a low-code solution.
Developers can use it to create apps that extend Pipedrive’s CRM functionality. They can generate boilerplate apps in a single click, then customize the coding to fit their needs. For example, building messaging app integrations to centralize customer communications in one place.
Here are some best practices for creating apps in no-code and low-code platforms:
Pick a suitable template. Many platforms offer pre-built templates for common app types. Choose the best option for your app design to make the process as easy as possible.
Use the drag-and-drop elements. Add buttons, text fields, images and navigation menus using an intuitive visual editor.
Set up functionality. Configure actions, such as opening a new screen when clicking a button or storing user information in a database, to define how the app works.
The exact steps and processes you employ will vary depending on your platform.
4. Testing and optimization
Once you’ve built the app, run tests to identify and fix bugs, optimize performance and ensure a seamless user experience. This process ensures the app runs smoothly, reducing crashes and glitches that could frustrate users and damage your brand reputation.
Here are some best practices to consider when testing and optimizing apps:
Test functionality. Ensure all app features (like buttons, forms and menus) perform as expected without errors. Run the app on various devices and screen sizes to confirm it works across different operating systems.
Monitor usability. Get feedback from real users to spot navigation or interface issues that affect usability. Use app analytics to track user behavior, identify potential pain points and measure app performance.
Use these insights to make final app improvements before releasing it.
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5. Release and maintenance
Once testing is complete, launch the app on app stores or internal platforms, allowing people to download and use the app. Tracking data usage and performance metrics helps refine features and enhance the user experience.
To launch the app, create developer accounts on the Apple App Store, Google Play Store or anywhere else you want to publish. Prepare app assets like icons and screenshots, fill out necessary details and upload the app package to each store.
Submit the app for review and address any feedback. Once approved, launch the app.
Ensure ongoing maintenance and monitor app performance to improve performance and add features based on user feedback.
You can monitor app performance differently depending on the goals you want to track. For example, if fast load times are one of your goals, measure app load times using tools like Firebase Performance Monitoring.
Here are additional performance metrics you may want to track:
Crash rates – how often the app crashes, indicating stability issues
App responsiveness – how quickly the app responds to user actions, such as button presses or screen transitions
App retention – how often users return to your app over time and monitor the churn rate
User engagement – how often and how long users interact with the app
How to choose the right application development platform
The right development software ensures you create apps with all the features and functionalities you need to deliver a top-quality user experience. The software should match your technical expertise, whether you’re seeking a no-code solution or prefer to code from scratch.
Here are some essential factors to keep in mind when choosing app development tools:
Check platform compatibility. Decide whether you need mobile application development (iOS, Android or both), a web-based app or a hybrid solution. Some development platforms specialize in one type, while others allow you to build apps that work across multiple devices.
Evaluate costs and budgets. Some platforms charge a monthly fee, while others take a percentage of revenue or require upfront licensing costs. Assess your budget and compare pricing models to find a cost-effective solution for your SMB.
Look for built-in integrations. Ensure the platform can integrate with your existing tools (such as CRM software, marketing tools or accounting systems) to streamline operations.
Assess support and training resources. If you lack technical expertise, choose a platform with strong customer support, training documentation, use cases and a community forum for troubleshooting and learning.
Determine your coding ability. If you have no coding experience (and don’t have the time to learn coding), you need a no-code platform. If you’re comfortable with some level of coding, you could use a low-code platform (which gives you more control over your app design and functionality).
If you want complete control over your app development but lack technical expertise, consider hiring an in-house developer or outsourcing to a freelancer.
5 free project plan templates
Best practices for creating a new app
Implementing the following best practices will help ensure your app meets user needs while avoiding delays from unnecessary features.
Start with an MVP
Rather than building a fully featured app right away, launch with essential features and gather user feedback. This approach saves time, reduces costs and validates your idea before scaling to a fully-developed app.
For example, a B2B software company might launch an app with basic features like user authentication and data syncing. After testing these features and gathering feedback, it adds more advanced tools (like reporting dashboards and integrations with other platforms) to meet user needs.
Prioritize the user experience
A smooth UX helps users navigate the app, complete tasks and access information without frustration. A better experience leads to higher customer retention, positive reviews and more sales.
Here’s how to prioritize the user experience in app development:
Understand your ideal audience. Knowing who will use your app helps you design features that meet their needs and expectations. Conduct user research, surveys or interviews to gather insights about their preferences and pain points.
Keep it simple. A clean, intuitive interface makes it easy for end users to navigate the app, improving their overall experience. For instance, a scheduling app should have a straightforward booking flow with minimal steps to confirm an appointment.
Optimize for speed. A fast-loading app keeps users engaged and reduces abandonment rates. Compress images and optimize code (if coding the app yourself) to ensure the app operates as quickly as possible.
Choose the right application development methodology
Application development methodologies define how teams organize tasks, track progress and manage changes throughout the development process. Choosing the right methodology is crucial because it impacts how you plan and manage the development process.
Most application development methodologies can be grouped into one of three categories:
A linear, sequential approach where each phase must be completed before the next begins. It’s highly structured with defined requirements and stages. | |
Rapid application development (RAD) | A flexible approach focused on quick development through iterative cycles and user feedback. It emphasizes building prototypes that users can interact with early on, refining the app based on feedback and delivering a functional app faster than traditional methods. |
A structured, iterative project management approach that divides development into small, manageable sprints. It allows teams to adjust project scope or features based on changing user needs or market conditions. |
Here’s how to determine when to use each methodology:
Waterfall is ideal when business requirements are defined and unlikely to change, such as regulatory or compliance-based apps that need a structured, step-by-step approach.
RAD is best when you need to develop an app quickly and want the flexibility to adapt the app based on user feedback. A B2B SaaS startup could use RAD to prototype a sales automation tool, gather early feedback and refine features before launching.
Agile is the most suitable choice when the app has changing requirements. For example, a large-scale enterprise application might use Agile to roll out new workflow management features based on user feedback and changing business needs.
Note: Although RAD and Agile adopt a similar approach (both using iterations), they’re not the same. RAD relies on building prototypes that evolve based on user input, while Agile delivers working software in incremental releases, improving functionality in each sprint.
Final thoughts
Apps allow businesses to engage with leads and customers in a more personalized and efficient way. They also provide valuable customer data that helps companies understand user behavior, preferences and pain points.
Application development can be complex, but it doesn’t have to be overwhelming. Use no-code and low-code platforms to design custom apps that suit your business needs and meet customer expectations.
Try Pipedrive’s API to build custom apps that support key areas of your sales cycle, like lead generation and contract management. Sign up for a free 14-day trial to see it in action.
