IdeasToApps v3

Dedicated to my Dad
CONTENTS
6 INSIDE SECRETS
11 Before We Begin
13 Inside Secrets
14 Three Questions I’m Asked Most Often
15 What Do You Need To Sell On iTunes?
17 How Long Does it Take?
19 What Does it Cost?
20 The Path to Success
21 My Six Phase Process
23 Find a Developer You Love
25 What’s Your Passion?
29 What Sort of Skills Do You Need?
32 Surprise!
37 Where to Start
38 What do you do first?
41 Educate Yourself
42 Separating the Wheat from the Chaff
45 Secrets to a Killer Design
46 How to Stand Out From the Crowd
48 Product Definition Statement: Your North Star
49 Three Steps to Help You Develop Yours
52 Create a Screen Flow Diagram
55 Pencil and Paper
59 Things You Should Know About the iPad™

7
62 Keep on Learning
63 Critical Market Research
66 Testing on your iDevice Without Objective-C™ Coding
68 Make it Make Sense
69 Now Unpack
71 Apple™ Knows Best
71 Creating Your Own Look and Feel
72 Benefits of Creating a Great App
74 Secrets to Finding a Designer
75 What I Learned from Outsourcing Design
76 Where the Rubber Meets the Road
77 Can’t Afford a Designer?
81 Project Management Basics
82 Time, Money, and Scope
85 The Beauty of Bartering
87 Outsourcing Development
88 Post Your Project to Elance™
91 Other Places Where Developers Lurk
92 Paying for Experience
93 Pick a Rising Star
93 Help Them Shine
95 Choosing the Right Developer
98 A Day in the Life

8
99 Do as I Say, Not as I Do
99 The Devil is in the Detail
100 Real Contractor Love
103 Milestones and Carrots
105 Putting it to the Test
106 Testing is Your Job
107 Low Tech Advice
107 Detail Matters Here Too
109 When an Issue Becomes a Bug
109 How to Keep Your Developer Happy
110 The 80 percent Rule: When So-So is Good Enough
111 Submitting Your App
112 How Long Until it’s on iTunes™?
113 Create a Distribution Build
114 Create a Great Product Description
114 List of Upcoming Upgrades
115 Then What?
115 Inside iTunes Connect™
117 Customer Love
118 Why Your Customers Are So Great
119 Use Get Satisfaction™ for Support
121 Secrets to Promoting
122 A Sneak Preview

HAPPY TAPPER™ 9
123 Start Promotion Early
123 Create an Awesome Website
124 Be as Transparent as Possible
125 Learn from My Mistakes
126 Don’t Copy
127 Sleep On It
128 Press Releases are a Waste of Money
128 Forget Hiring a Lawyer if You Can
129 FAQs
135 Resources
136 About HappyTapper™
138 Design Tools
142 Recommended Vendors
143 Index
147 BIO
“Do what you love to help people
and you will always love what you do.”
13
Before We Begin
14
Let me get one thing out of the way first, okay? I’m not an App Store millionaire. There,
I said it.
I’m not making $10,000 a day from the App Store. I don’t raise venture capital. And I’m
not an iPhone or iPad programmer. I didn’t even own a Mac until recently.
I’m a girl who works an average job in middle America who happens to be passionate
about iPhone apps. And one day I decided to create an app and went about discovering the
best way of doing it, and I did so with only $500. Oh, and I made over $7,000 my app’s first
month in the App Store.
I have since designed and created dozens of hugely successful apps. I admit, I made
some mistakes along the way; but I also established a solid formula to design, develop,
launch and promote my apps so they’re guaranteed to get noticed.
This book is not another technical guide. I don’t know any Objective-C or Cocoa Touch
so I had to do things a little differently.
Most likely, you’re a lot like me. You’re sitting on a killer idea but don’t know where to
begin and you heard it costs anywhere from $30,000 to $100,000 to create an app. Perhaps
you attempted to study the technical manuals about languages you don’t understand, then
you scoured the Internet for information but you still don’t know how or where to start.
You want straightforward, no-nonsense answers on how to create an app at a reasonable
price because you’re ready to take your idea to the next level and simply want to know the
first steps.
If you found yourself nodding as you read that last paragraph, then welcome! You’re
going to love this book. You’re going to love learning everything I can tell you about creating
a great app. And more importantly, you’re going to love the fact that you’re officially among
those who are creating iPhone apps.
I am one of them and you can be too.
15
Inside Secrets
HAPPY TAPPER™ 17
Three Questions I’m Asked Most Often
When someone asks me about creating an app there are three things they want to know:
• They want to know how long it took me.

• How much it cost.
• And what they need to do to get started.
Let’s get the show rolling so I can answer those burning questions!
What Do You Need To Sell On iTunes?
Mac Computer
You need an Intel™-based Mac running Mac OS X Snow Leopard™ or later. At the time of
this writing, the least expensive used Mac I could find was a Mac Mini™ available on eBay™
for about $375. The new 2010 Mac Mini™ starts at $699.
iPhone SDK™ and Xcode™
The iPhone SDK is a Software Development Kit that you download and install. Apple™
developed it to allow third parties to create applications that can run directly on the iPhone,
iPod touch, and iPad. Xcode is Apple’s suite of tools for developing software on Mac plat-
forms. It is free to download and no registration is required.
iPhone SDK download: http://developer.apple.com/iphone

Xcode download: http://developer.apple.com/technology/Xcode.html
iPhone Developer Program™ Membership
This is a $99 annual fee you pay to Apple™ that allows you access to all the tools and
information you need to develop and distribute your app. You must pay this fee each year if
you want your app to stay ‘live’.
Program Membership: http://developer.apple.com/programs/

18 INSIDE SECRETS
iPhone™, iPod touch™, or iPad™
This may seem obvious, but you wouldn’t believe how many people I meet who want to
create an app but are using a Blackberry™. Not only do you need at least one of the above
iDevices to understand the user interface, but you’ll also need it to test your app.
A Really Good Idea
How do you know if you have a really good idea? First, you have to be super passionate
about it, and second, it has to have at least one of the following success indicators:
• Does your app solve a unique problem?
Do you always lose your car in large parking lots? Do you need to jump start your
happiness? Figure out how your app can make your customer’s life better.
• Does the app serve a specific niche?
Looking at the most popular apps, you’d probably guess that most iPhone™ owners
are pubescent boys. That might be the case, but there are still plenty of other people
using this device. Find a niche with ardent fans, yoga lovers for example, and create
an app that caters to a specific need of that audience.
• Does it make people laugh?
The closest connection between two people is laughter. If you can come up with
something funny, or even tender-hearted, you are definitely on the right track.
• Are you building a better wheel?
Are there existing successful apps that lack significant feature enhancements? When
Weightbot launched there were already a dozen weight tracking apps available, but
that didn’t stop Weightbot™ from hitting #1!
• Will the app be incredibly interactive?
Engage users by giving them something to do. Put them in control and our short
attention span will be hooked!
19
If your idea has one of the above success indicators then you’re on the right track.
ACTION
1. Invest in the proper hardware (computer and a least one iDevice).
2. Create an Apple ID.
3. Apply for the Developer Program.
4. Download, install, and play with the SDK.
5. Review your idea.
How Long Does it Take?
It took four months of part-time work to take Gratitude Journal™ from an idea to selling
on the App Store. I went through two developers, one designer, and ultimately ended up
doing everything myself—except for the actual coding. A chronology of the major mile-
stones paints a better picture of my journey.
JUNE 2008
23: Started my first gratitude journal.
JULY 2008
16-20: Went to Cape Cod and packed my gratitude journal. Thought it would be
nice to have one on my iPod touch™ instead. Ta-da! I have an idea.
AUGUST 2008
10: Created the first mock-up of the Gratitude Journal™ using Photoshop™.
18: Saw a buddha drawing on http://iamscotty.com and emailed asking to use it.
20
20: Thought up the name HappyTapper™ while out for a run. Dashed home and
registered the domain name.
22: My friend Jonathan, who did the Bubbles app, offered great insight and we
planned weekly calls.
27: Registered with Developer Program. I tried to pay the $99 but received an email
telling me to wait in line instead.
28: Purchased my first Mac! Woo-ho!
SEPTEMBER 2008
18: After a month of failed attempts to work out busy schedules with Jonathan,
decided to give Elance.com a try.
22: Wrote my first full spec complete with all screen views.
30: Received five bids on Elance™ and awarded the contract to Sarat and his team at
Passionworks™ for $400.
OCTOBER 2008
10: Tried to outsource Gratitude Journal™ design but it didn’t come together. Decid-
ed to do it myself. Spent every morning for the next six weeks studying the iPhone
user interface and developing my designs. I also received the first code release from
Passionworks in an email stating it was 80 percent complete. It took us another two
months to complete that last 20 percent.
20: Still not accepted to the iPhone Developer Program™, so I created a new Apple
ID and tried again. This time I was accepted straight away. Odd.
25: Passed the agreed completion date with Passionworks™. Creating bulleted lists
was proving to be a challenge.
HAPPY TAPPER™ 21
NOVEMBER 2008
7: Decided to do the website myself so I could use the $200 I originally budgeted
towards advertising instead.
14: Contacted Leo at http://zenhabits.net about advertising on his site.
DECEMBER 2008
8: Passionworks™ gave me the final build. Coding complete. I submitted it to the

iTunes™ store and waited.
9: I finished http://happytapper.com website. It looks pretty cool.
12: GO LIVE!
I talked to dozens of iPhone™ app producers and almost all of them encountered similar
hurdles: their developer didn’t work out (some worried that he actually died, they hadn’t
heard from him in so long), the design was too complicated (configuring a server turned out
to be more than they bargained for), or they just ran out of steam and gave up.
I’m currently on my 14th app and have figured out exactly what it takes to short-cut the
process, keep the costs low, and start earning within a couple of months.
What Does it Cost?
The developer program and new laptop were onetime expenses and part of my business
start-up costs, but even including those, I covered my expenses within the first week of sell-
ing my app in the App Store!
Item Cost
iPhone Developer Program™ 99 Annual Fee
Outsourced Development 500
Zen Habits™ Ad 200
Macbook Air™ 2,300 One time startup cost
TOTAL $3,099
23
The Path to Success
The whole process can be broken out into six overlapping, and often repeating, phases.
Some phases, such as development and promotion, never truly end.
My Six Phase Process
Conceptualize
Decide exactly what your app does and who it’s for (these people will be your niche,
your tribe).
Design
Establish a clear blueprint of the features, screen layouts, and navigation.
Develop
Create an app that is efficient, bug free, and well tested.
Distribute
Submit the app to the App Store with images and a description.
Promote
Market the heck out of it.
Maintain
Support your customer requests and work on new releases.
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There are two important rules to remember:
1. Don’t believe that once you submit your app to iTunes™, you’re done. That’s just the
beginning of another phase, maintenance. I spend just as much time maintaining
my existing apps as I do creating new ones. Expect it and plan for it.
2. The second rule is to go for the quick wins.
I break the development process into short phases so I can get things done and move
onto the next thing. This keeps momentum going and keeps my project from fizzling to a
slow death.
Excitement comes from doing something and moving onto the next task; seeing results
and celebrating the small victories.
26 INSIDE SECRETS
Find a Developer You Love
The word on the street is that developing an app costs anywhere between $10,000 and
$100,000, maybe more. So you might say I was pretty lucky to find such amazing talent for
only 500 bucks.
I do a lot of prep work before I even think about contacting developers. Investing my
time upfront scores me a decent rate, it makes the developer’s job so much easier, and it
ensures that the project stays on schedule and within budget.
I’ll share all my secrets and short-cuts with you so you can enjoy the same luck creating
your app.
“Luck is when preparation meets opportunity.”
We all have our own unique talents, and I’ll tell you how to make the most of the skills
you already have to save you time and money. The more you can invest upfront, the more it
will save you in the long run.
But first, let’s talk about your motivation. Trust me; you’ll need it to see you through
your first project.
28
What’s Your Passion?
You are about to embark on a journey that, at some point, will make you throw your
hands up and wonder if it’s all worth it. This could happen during development, it may affect
your budget, your best design feature may not come together, or something could come
up some time after it’s been launched. Rest assured, at some point something won’t go as
planned and you’ll wonder why you even started all of this. So ask yourself now:
“What do I want to gain from creating an app?”
When I first set out to create Gratitude Journal™, I was asked this all the time and now I
understand why. Be honest about your motivation. Write it down. It will give you the clarity
you need to see you through a tangled mess.
There are as many reasons for creating an iPhone app as there are apps in the App Store.
The reason you are creating your app will play a large part in determining your success.
“I Want to Get Rich!”
Did you read the news about a guy who created an app for a few hundred bucks and
made a half million dollars in a month*? That caught my eye too. Articles like that make it
seem so easy that anyone could pull it off. I’ve met people who have genuinely bankrolled
from their apps, and all of these successful app producers gave me the same advice:
“If your main motivation for creating an app

is to bank some big bucks–then beware.”
Here’s the deal: if your app doesn’t make the App Store’s overall Top 50, or your catego-
ry’s Top 10, then you may make only 10-20 sales a day at best. And thanks to the competitive
price war, the average app price is as low as it can go at $0.99. That’s simply not enough to
quit a day job. In fact, it could be months before you receive your first check from Apple™.
I’m not trying to discourage you, but it’s important for you to understand the numbers
so you can do the math and know what to budget.
When they hit #1 they were banking about $10,000 a day. To get there they had a very
* Coder’s Half-Million-Dollar Baby Proves iPhone Gold Rush Is Still On - http://bit.ly/i7p7z
HAPPY TAPPER™ 29
careful and simple launch strategy that I share with you in the Promotion handbook*.
CASE STUDY
According to the creators of iFart™ Mobile (http://JoelComm.com), you need
about 1,500 sales to make it into App Store’s top 50. That was back in 2008, but even
with all the new devices out today, the numbers are about the same. This outlines
iFart’s sales from December 2008:
Dec 12: 75 units - #70 entertainment

Dec 13: 296 units - #16 entertainment
Dec 14: 841 units - #76 overall, #8 entertainment
Dec 15: 1,510 units - #39 overall, #5 entertainment
Dec 22: 13,274 units - #1 overall
“I want to learn something new.”
You’re curious about how this whole process works and want to figure it out for yourself.
This was one of my main reasons for creating Gratitude Journal™. I wanted to see what it
was all about.
I figured that I would come out ahead even if I only covered my costs and received a free
education. Any profit would be an added bonus and motivation to do another app.
It’s best to view your first app development project as an educational experience. You are
going to learn new tools, how to work with Apple™, how to work with the iPhone™ and iPad™
* http://promotion.iphoneappsecrets.com/
30 INSIDE SECRETS
user interfaces, how to manage your time and budget, and how to manage your contractors.
“I want to create a meaningful product.”
The best reason to create an app is to make meaning. Create a product that makes the
world a better place, increases the quality of life, rights a wrong, or prevents the end of
something good.
Meaning can be anything from making a process simpler to making someone laugh.
Creating meaning is the best motivator there is. It doesn’t guarantee that you’ll succeed, but
it does mean that if you fail, at least you failed doing something worthwhile.
I wanted to share the power of a gratitude journal with the world. If I managed to get
just a few people started on a journal and turn their lives around, then it would be mission
accomplished and well worth all the effort.
“I want to promote a brand.”
Most people have their mobile device within arm’s reach at any given time. Everyone
from Walmart™ to T-Pain™ knows how powerful an app can be for brand recognition and
sales. It’s an inexpensive and cool way to reach a target audience 24 hours a day, 7 days a
week.
Your promotional app can reach your desired market and collect data about them. The
iVote™ app by InfoMedia™* is a perfect example of this. Their app allows users to vote on a
variety of questions and polls. You would be amazed at what they know about each person
who uses their app.
Another great solution is Pinch Media™†. They offer a free analytics solution that slips
right into your app giving you all sorts of insight into your customers. It tracks the location
of your customers, how often they use your app, what time of day, and more. Most impor-
tantly, it will tell you whether your app is one that people use and come back to again and
again.
* http://ivotemobile.com
† http://pinchmedia.com
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What Sort of Skills Do You Need?
Boasting about successfully driving an app directly into first place is easy if you’re a well
connected Silicon Valley player with deep pockets.
But what about those of us who are new to the game, people in the middle of nowhere
with a day job and limited resources, how are we to succeed?
Even after my few successful apps, I’m still not flush with venture capital, but I manage
to leverage my best talents to help me cut cost, and you can too. We all have unique gifts,
recognize them and use them to your advantage.
My greatest talents include development project management experience, design, and
usability skills. I also had experience working with remote teams, specifically those in India,
from when I started two businesses.
Still, I had never done anything on the Apple™ platform. In fact, I didn’t even own a Mac
until I started on Gratitude Journal™. So I had to dig into my own pocket to pay a developer
and had to find time to learn Xcode™ well enough to get the application on my device.
Even if you have never managed software development, designed something, or started
a business, you can still do this. And to do so, you may have to dip into your pocket and pay
for the necessary talents. Alternatively, you can partner with someone whose skills comple-
ment yours or invest the time in yourself to learn the necessary skills.
Most app teams consist of two or three people who complement one another creating a
complete skill set. The following list should give you an idea of the talents that are needed to
make your project happen. Make a list of all the talents you can leverage to make the most
of this project.
Must Have Bonus
• iPhone app Development • Product Promotion

• Design and Usability • Web Development Skills
• Project Management • Outsourcing Experience
• QA Testing • Market Research
HAPPY TAPPER™ 33
• Are you a subject matter expert who knows everything about yoga?
• Do you know other yoga instructors who would pose for images in your app.
• Or can they help you test it?
• Perhaps you already have a huge fan base you can tap into to help market it.
Make a list of all of your assets and use them to the hilt!
ACTION
1. List all the talents you have
2. List all the talents you’re missing.
3. Decide whether you want to educate yourself, outsource,
or partner.
35
Surprise!
My biggest surprise with creating Gratitude Journal™ is just how successful it has been.
I thought I would make a few hundred sales at best and then it would fade away. Yet out of
all my apps, it continues to be the most popular.
That wasn’t my only surprise. Here are a few things you might want to know before delv-
ing into your app project.
Apple™ Keeps 30 Percent of the Revenues
I knew this before I started so it didn’t come as a surprise to me, but in case you didn’t
know, now you do. Apple™ deals with all the downloads, the credit card clearing, and refund
requests, so be happy to give them their cut. In a previous life I managed ecommerce sites
and know how much time and effort it takes. Letting Apple™ take care of this headache is
worth every penny.
Apple™ Pays You Once a Month - On a Four Week Delay
Apple™ sits on your cash for awhile. My first deposit didn’t reach the bank until six weeks
after the app went live. This allows Apple™ time to process refund requests, and to be honest,
they get a nice bonus when they earn interest on your money during those few weeks.
There are over $1 million daily sales of iPhone apps. Do the math, 30 percent adds up
quickly. A well deserved reward for Apple™!
Payment Doesn’t Always Match Sales Reports
Apple™ provides a daily sales report of the previous day’s downloads. This is an estimate
of the downloads for that day. At the end of the month they provide a report of actual sales.
The latter is the amount you actually get paid.
My first actual sales report was over 20 percent less than my daily sales estimates. Need-
less to say, that came as quite a shock.
My second set of reports only showed a 1.5 percent difference. A little more bearable,
36
but still, that’s a few hundred dollars. The moral of the story is: don’t count your chickens
before they hatch.
What gets deposited in your bank account could be considerably different than what
you originally thought.
You Have to Earn at Least $150 Before You Get Paid
Apple withholds payment until your payout portion of sales reaches a minimum of $150
per currency.
To put this into perspective, if you sold $149 worth of downloads in Euros, Dollars, or
Yen, you won’t get paid until you have earned one dollar more in that particular currency.
Depending on your app’s success, you might be better off giving it away since you’ll never
see the earnings anyway. Here’s some simple math:
[$0.99 App Sale Price] - [$0.30 Apple’s Cut] = $0.69 Your Cut
Number of Finalized Sales Required to Meet $150 Minimum = 311
You Pay a Wire Fee for International Currencies
When I finally received payment for my sales in Yen, Euro, and Canadian dollars,
I discovered a $10 bank charge for each currency.
This will vary from bank to bank, but that’s $30 I paid to get my money that month ($30
= 44 sales of a $0.99 app). That said, it’s worth it to sell internationally because it increases
ranking, allows you to reach a wider audience, and let’s face it – every little bit helps.
It Can Take Months Before Apple™ Answers a Question
You’ll eventually learn that one of the biggest frustrations is getting a prompt reply from
the App team. Sometimes this can work to your advantage; like the time when the author of
Simple Abundance™ contacted Apple™ demanding Gratitude Journal™ be removed because
of trademark infringement. Apple’s delayed response allowed me to come up with a game
plan.
HAPPY TAPPER™ 37
CASE STUDY
One afternoon my Vision Board™ app just simply disappeared after updating the
price. Poof! It was gone and there was no one I could contact to see why or when it
would be available again for sale.
It reappeared a few nerve wracking hours later but I had to wait it out. Fortu-
nately, there’s an amazing online network of extremely helpful people across the
globe who are all going through similar issues. So know that you’re not alone.
Most of the time, however, time is critical and you need an answer quickly. When Apple™
isn’t available start reaching out on Twitter™, Google™, and other networks. You’ll very likely
find an answer.
39
Where to Start
HAPPY TAPPER™ 41
What do you do first?
Okay, it’s time to roll up our sleeves and take the first steps. These steps should be done
before anything else. When all is said and done, you’ll be glad you didn’t put them off.
Step 1: Register as an iPhone Developer*
This step costs you nothing and unlocks the tools you need to get started. You must be
registered to download the iPhone SDK™ and get access to Apple’s training materials.
The iPhone SDK™ is a free software development kit you will need to create the applica-
tion and add it to your iPhone™, iPod touch™, or iPad™.
NOTE!
The SDK only works on Apple’s computers.
Even if you don’t have a Mac yet, you can still register to view the training materials.
However, you’ll eventually need a Mac to install the SDK. That part of the project cost me
a new Macbook Air™, which has proven to be an excellent investment. Don’t feel obligated
to get the most powerful and expensive Mac on the market, just get one that has an Intel™
processor and MAC OS Snow Leopard™.
Step 2: Register for the iPhone Developer Program™†
This is different than step one; Step one allows you to download the SDK and access
helpful guides and videos, and it’s free; whereas the Developer Program gives you the power
to install your app on a device and sell it on the App Store.
Unless you partner with someone who has already purchased an iPhone Developer
* http://developer.apple.com/iphone/
† http://developer.apple.com/iphone/program/index.html
42 INSIDE SECRETS
Program™ membership you’ll need to bust out your credit card. The program costs $99 for
standard membership (for individuals, companies, and small teams who want to sell apps
on the App Store) and $299 for enterprise (for companies who do not want to sell apps on
the App Store but want to create proprietary apps and install them on internal corporate
devices). If you want to sell apps on the App Store then you want the $99 Standard Member-
ship–even if you’re a small group or large company.
When I first registered on 27th August, 2008, I wasn’t allowed to purchase the program
membership. Instead, I received that message that they’d be in touch. Four months later I
finally received an email from Apple™ giving me the green light to pay my $99 bucks and
register. The sneaky thing is that I had already gone live a week before I got that email.
How did I manage to go live when I did? Two months earlier I gave up waiting and tried
to register again. I created a new Apple ID™ and went through the exact same steps and was
accepted straightaway.
That could have been plain luck. As I wrote this book, I tried to register again with an
existing Apple ID™ and received the message that they’d be in touch. So if you’re serious, do
it right now.
Once you register for the program, you’ll see some new buttons on the iPhone Dev
Center website. Those buttons give you access to the iPhone Provisioning Portal™, which is
where you’ll do all of your app preparation.
ACTION
1. Register an Apple ID™ (this may differ from your iDevice Apple ID™).
2. Register as an iPhone Developer.
3. Register for the iPhone Developer Program™.
44
Educate Yourself
The iPhone™ Developer website is a wealth of excellent learning materials. Make some
time to go through it. If reading isn’t your thing, try the podcasts, they’re excellent for learn-
ing on the go.
“But aren’t you supposed to tell me how this works?”
I’m here to tell you how to save on outsourcing. Without a doubt, the time you invest in
learning from Apple™ translates into money you save down the road.
The available materials do an amazing job explaining human interface design principles
and how they apply to Apple’s multi-touch interface devices. Apple™ wants you to succeed
so they put together a rich collection of documentation, sample code, guides, videos, and
articles all nicely categorized by technology. Use them!
Separating the Wheat from the Chaff
The glut of information can seem overwhelming, especially to a novice. It can be confus-
ing where to begin with so much material at your disposal. Start with the design process.
Even if you plan to outsource the design, take a couple of hours to learn the best way to
design an app. Below is a list of the best links to get you started:
• User Interface Design for iPhone™ Applications* (video): This 50 minute video
gives you the low down on the entire iPhone™ design and how to take advantage of
its usability.
• iPhone™ Human Interface Guidelines† (reference library): This document pretty
much says the same things as the video. It’s broken down into two parts. The first
part is about planning for your iPhone™ development. The second is about design-
ing the user interface for your app.
• iPad Human Interface Guidelines‡: This document does a good job of distin-
guishing iPhone™ elements and iPad™ elements. This is worth scanning through for
the great advice on designing for the iPad™.
* http://bit.ly/b5i62c
† http://bit.ly/rRi9P
‡ http://bit.ly/aYKeun
45
I went though these guides a few times because each time, I glimmer a bit more insight
about the iPhone™ interface, which is essentially what makes an app stand out.
After you finish with those guides, make your way through the other videos and read-
ings on the iPhone™ Developer website. The videos are only about 20 minutes long and each
minute invested in your education could save you $10 of developer costs down the road.
Worth it.
Also worth it are these excellent blog posts:
• iPhone™ App Design Mistakes: Overblown Visuals (Smashing Magazine)*

• iPhone™ App Design Trends (Smashing Magazine)†
• iPhone™ App Design Mistakes: Disregard of Context (Smashing Magazine)‡
• iPhone™ Interface Design (Video by Edward Tuft)§
If you want a little more in depth training, Lynda.com has an iPhone SDK course
called iPhone SDK Essential Training™¶. It’s a seven hour training course that will walk you
through almost the entire app creation process from registering as an iPhone Developer and
installing the iPhone SDK to creating your application launch image and icon. This train-
ing course also includes some basic Objective-C™ and Cocoa Touch™ training that could be
essential for future app development, especially if your developer gets too busy with all of
the referrals you’ve given them!
ACTION
1. Watch the Human Interface Guidelines Videos (iPhone and iPad).
2. Download the Human Interface Guide as Your Quick Reference.
3. Read, Read, Read.
* http://www.smashingmagazine.com/2009/07/21/iphone-apps-design-mistakes-overblown-visuals/
† http://www.smashingmagazine.com/2009/10/09/iphone-app-design-trends/
‡ http://www.smashingmagazine.com/2009/11/15/iphone-apps-design-mistakes-disregard-of-context/
§ http://www.edwardtufte.com/bboard/q-and-a-fetch-msg?msg_id=00036T
¶ http://bit.ly/cvyQ5r
47
Secrets to a Killer Design

HAPPY TAPPER™ 49
How to Stand Out From the Crowd
There has to be something in it for the user.
Your customer has to gain something from using your app. Whether they get a laugh,
wisdom, or efficiency, there has to be something in it for them.
Keep your features list limited.
You are creating for a portable and mobile device; just a couple of main features will do
the trick.
With Gratitude Journal™, I was tempted to add features like ambient music and graphs.
Those things weren’t core to the main functionality and would have added unnecessarily to
development cost and time. Nixing those things was a smart move.
Don’t design for everyone.
Select your target audience and keep your app simple and aligned specifically for that
group*. I was tempted to make Gratitude Journal™ a basic run-of-the-mill journal, thinking
I would have a wider customer base. But there’s nothing special with just a journal.
Thankfully, friends kept me on focused on staying within my target audience. In the
end, my app stands out from the rest of the journal apps.
Surprise your users.
Sneak in a little unexpected extra for your users. Something simple and fun: it can be an
animation, feature or style. Just keep it subtle.
My quotes feature was my subtle surprise. After creating a journal entry, the user is
rewarded with a quote for the day. This little feature has received an amazing amount of
positive feedback. Reward your audience and they’ll reward you back.
* Learn more about “tribes” in How to Successfully Promote Your App.

51
Product Definition Statement: Your North Star
The North Star is a star that seems fixed in the sky. For many years, it has been used as
a navigation aid and geographical reference point because of its unique ability to provide
true direction.
The product definition statement is one sentence that says what your app does and who
it’s for. This will be your North Star throughout your project, pointing you in the right direc-
tion each time you have a question. It will help you manage scope and stay within budget.
This is the original product definition statement for Gratitude Journal™:
“An easy-to-use journal for people who want to improve their life
by allowing them to record, view, and share daily gratitude
in a personalized design.”
Three Steps to Help You Develop Yours
Step 1: Who is your target audience?
The more accurately you define your target audience, the more consistent your decisions
will be about the look, feel, and functionality of your app.
Who is your target customer? What kind of user are they? Novice, casual, intermediate,
experienced? Will your primary audience be primarily male or female? Are they teenagers,
business people, or retirees? Will they use your application at the end of every day, every
time they check their email, or whenever they have a few extra moments?
The answers to these questions – and how you apply them – are essential to your app’s
success.
Spending time identifying my target audience provided me with absolute clarity when it
came to selecting the features and design for each app.
52
CASE STUDY
Here are a few characteristics about Gratitude Journal™ users:
• They want to create an entry quickly and easily.

• They want to keep a gratitude journal without carrying around a notebook.
• They want to reflect back at their gratitude from previous days.
• They want to share their gratitude with others.
• They are comfortable with their keyboard skills.
• They use their device daily.
• They don’t always have access to WiFi.
Step 2: What features do you want to include?
Next, list all the features your app will deliver. Brainstorm and write everything down.
You will refer to this list often. To give you a bit of an inside understanding, here’s the origi-
nal Gratitude Journal™ feature list. Anything that didn’t scream out as part of the main func-
tionality was either scratched or put into Phase II.
• Add at least five gratitude entries for one day

• Change the date for entries
• Create additional gratitude entries (more than five)
• Create a single gratitude entry to share
• Add images to a gratitude entry
• Share a single gratitude entry from the list
• View others’ shared gratitude entries
• Ambient sounds
• Custom background
• Chime when saved
• Display a quote when all five entries are saved
HAPPY TAPPER™ 53
• Create a profile
• Ability to view by calendar
• Ability to view list
• Ability to delete or edit an entry
Step 3: Combine the target audience and the features list.
With the image of your target audience in mind, distill the list of features into a single
statement–the product definition statement–that describes the solution your product offers
and who your users are.
It’s especially important to eliminate features that don’t support the product definition
statement. The variety of the iPhone and iPad’s capabilities make it tempting to use every-
thing it has to offer. However, more features means higher costs, longer development time,
and a greater chance of bugs. Keep it lean and focused.
Once you’ve determined a solid product definition statement – and you’ve started to use
it as a filter for your proposed features – you may want to use it to verify that your initial
decision to create an app is still the right one.
Even if you began this project with a specific app in mind, you may find that the process
of defining a product definition statement has changed your objective.
ACTION
1. Create your product definition statement.
2. Paste it to your wall, white board, computer – anywhere you work
on your app.
3. Add it to your design specification.
55
Create a Screen Flow Diagram
A simple diagram outlining exactly how each screen links to the others forces you to
think about the app’s natural flow.
CASE STUDY
Below is the final flow diagram I created for Gratitude Journal™. I normally use
a tool called Omnigraffle™ to create my screen flows but you can also use Power-
Point™, Google™ Presentation, or OpenOffice™ Draw. Anything that lets you draw
some boxes and arrows will work.
Even if you only have a couple of screens, this one image will save you a lot of explaining
in your specification. Pictures are always far more powerful than paragraphs. Not only are
they quicker to create, they translate well into any language.
Your developer will thank you for it and it will help you throughout your app’s develop-
ment life especially during testing and for writing directions if your app requires potentially
non-intuitive functionality or navigation.
56
ACTION
1. Create a screen flow of your app.
2. Paste it next to your Product Definition Statement.
3. Add it to your design specification.
58 INSIDE SECRETS
Pencil and Paper
Start with the lowest level of design possible. Pencil and paper are just fine and don’t
worry if you’re not artistic. If you can draw rectangles, squares, and circles then you’re good.
This is simply to get the idea out of your head and onto paper. This allows you to visually
capture the list of features you created.
If you are particular about the basics, here’s a list of tools to help your paper designs look
a bit nicer, but don’t feel like you have to use them.
Pencil and Paper Tools to Get you Started
• iPhone™ Stencil Kit: http://bit.ly/54rQal

• iPhone™ Wireframe Template (paper print out): http://bit.ly/4R0eVD
• Notepod™: iPad and iPhone sketchbooks: http://notepod.net/
• App Sketchbook: http://appsketchbook.com/
• PixelPads™: http://bit.ly/9L9zMh
• UI Stencils sticky pads: http://bit.ly/aIzuyr
• Apress iPhone™ Application Sketch Book: http://bit.ly/dryhBX
• Printable iPhone™ Wireframe Template (free): http://bit.ly/cYGp7x
Computer Generated Designs
Once you’ve sketched out the foundation of your designs, you’re ready to create a clean-
er version on the computer. Some wonderful people have created dandy tools that will help
you put together pretty spectacular layouts in record time. Below are a couple of links to
tools that really speed up the process:
• iPhone™ GUI PSD from Geoff Teehan: http://bit.ly/cY37LC

• iPhone™ Elements by Designers Toolbox: http://bit.ly/1Tru6
• Omnigraffle™ Stencils
• iPhone™ Mock-up
For more of these tools search for “iPhone stencil”, “iPad stencil”, “iPhone PSD”, or “iPad
PSD”. New files are being posted regularly.
59
If you don’t have Photoshop™, or can’t afford to purchase a copy, download Gimp™*. It’s
free, open source software that does the same thing.
Once you have your tool(s) of choice create each screen’s layout but keep them as basic
as possible. Don’t worry about the look and feel (colors, fonts, gradients, images), this phase
is just one step up from your drawings. You want to test the design before investing time
making it look good. The goal is to create a layout that visually captures the features on each
screen.
Gratitude Journal™ first mock-up and the final design after at least 50 different iterations.
For the record, I created the design on the left before stencils and Photoshop™ templates
existed. As you can see, the final product turned out completely different. I’ll reveal some
secret steps that helped me whip my app into something a little lot more appealing to the
eye. But first, we need to work with those initial layouts a little more.
* http://gimp.org
60
NOTE!
The size of your Photoshop layout will differ depending on which iDevice your
app is intended for. Below are the latest screen dimensions for the iPhone™ 3GS, 4,
iPod touch™, and iPad™:
• iPhone 3GS™: 480-by-320 pixel resolution at 163 ppi

• iPhone 4™: 960-by-640-pixel resolution at 326 ppi
• iPod touch™: 480-by-320-pixel resolution at 163 ppi
• iPad™: 1024-by-768-pixel resolution at 132 ppi
ACTION
1. Draw out your screens on paper or a white board first.
2. Using your computer, create a clean blueprint of your designs.
3. Keep them simple. Don’t worry about the details now.
62 INSIDE SECRETS
Things You Should Know About the iPad™
Over a million iPads™ sold in less than a month after Apple™ started shipping them.
By the end of the third month of sales over 3 million iPads™ were sold. That makes iPads™
among one of the fastest growing new consumer computer devices ever*.
This is a big opportunity for all of us.
It’s a Whole New Landscape
Whether you’ve already designed and developed your app for the iPhone™ or not, here’s
some advice to help you revise it so that it can take full advantage of all the UI features the
iPad offers.
Make no mistake, porting an iPhone™ app directly to the iPad™ will sink it. Not to
mention that you’ll miss out on a lot of design opportunities.
Take advantage of all the iPad™ has to offer but be careful not to bring back all the func-
tionality you pruned from your iPhone™ version.
Fewer Screens
Let users see more content and do more work on one screen. Be careful not to pack too
much into one screen but provide enough information so your users don’t have to move
around too much to access all of the content and functionality. Take advantage of split views
and popovers to flatten your hierarchy. Though drilldowns and back buttons won’t be as
necessary as they are on the iPhone™, they should still be used when appropriate.
Split Views
The iPad offers a new landscape split screen. The left pane is called the master and the
right is the detail. The left pane is fixed at 320 points in all orientations.
* MorganStanely Internet Trends, June 7, 2010

63
Pop-overs
A pop-over is a temporary view that should automatically close when no longer need-
ed. It’s perfect for displaying navigation, additional information, or a list of other items. It
should be noted that a popover always displays an arrow and you cannot change the appear-
ance of a pop-over’s border.
Design for Both Landscape and Portrait
The full dimensions of the screen, minus the status bar, are 1004 x 768 pixels (for portrait)
or 748 x 1024 pixels (for landscape). Unless your app is meant to be viewed in a specific
orientation, like a driving game, you’ll need to create a launch screen for each orientation
and design your app so it easily transitions when the user reorients their device.
Take Advantage of Amazing Graphics
This is when great talent is worth paying for. Make your app as realistic looking as possi-
ble. Textures like wood, leather, or metal should be meticulous. Ensure your animations and
sounds reflect real life rather than defying natural laws. A book app should do everything
just like a real book, except smell like it.
Rethink Your Controls
Minimizing application controls, such as the trash can, in number and prominence.
Make controls discoverable yet inconspicuous by designing your own custom controls that
integrate seamlessly with your app’s style. Let them fade out then become brighter when
people tap the screen.
Toolbars on the bottom of an iPhone™ app should be migrated to the top of an iPad™
app. This not only allows for more space for your content but is expected by iPad™ users.
64
Keep on Learning
This is just the tip of the iceberg for the amazing iPad™ UI features. Including everything
would be a whole new book! Here are a couple of places to educate yourself so you can really
make your app stand out.
• iPad Human Interface Guidelines by Apple*

• Useful Design Tips for Your iPad App† - Smashing Magazine™
• iPad Usability‡ by Jakob Nielson
iPad™ tools to help get you started:
• iPad™ Sketch Paper from Oelna.de§

• iPad™ GUI Kit in PSD Format from RawApps¶
• iPad™ GUI PSD from Geoff Teehan**
• iPad™ UI Vector Elements from Icon Library††
• iPad™ Omnigraffle™ Stencil from Information Architects‡‡
ACTION
1. Read the iPad Human Interface Guidelines on Apple.
2. Download and study successful iPad apps.
3. Start designing your app with paper and later computer prototypes.
* http://bit.ly/drEPmD
† http://bit.ly/9UffqK
‡ http://www.useit.com/alertbox/ipad.html
§ http://oelna.de/blog/?p=552
¶ http://www.rawapps.com/849/ipad-gui-kit-in-psd-format-is-here/
** http://www.teehanlax.com/blog/2010/02/01/ipad-gui-psd/
†† http://bit.ly/aj20WQ
‡‡ http://informationarchitects.jp/ipad-stencil-for-omnigraffle/
66 INSIDE SECRETS
Critical Market Research
If you want a great app, you must test your designs. Don’t wait until your app is released
before you receive your first feedback. You don’t want your first feedback to be from reviews
on the App Store. Instead, you need to get feedback right now, before you invest all of your
time and resources.
Not everyone thinks the way you do, knows what you know, or will use the app as you
do. Putting your simple mock-ups in front of your target audience, or even a willing friend,
will provide you with powerful information you can’t get any other way.
Nothing beats a live audience reaction. Even if you only manage to get one person’s
input, you are still better off than if you didn’t ask for anyone’s input. Whether you’re work-
ing with a team or working solo, find at least one person outside your project to share your
designs with.
The Value of Early Feedback
Feedback gives you perspective about which features are critical for release and which
can wait. It gives you a solid design that won’t change scope part way through development,
saving you money and time. Updates take longer when you outsource, so you need to get
feedback now, not after you go live.
How to Get Useful Feedback
There are plenty of quick and easy ways to get user feedback. The easiest is to ask a few
friends who own iDevices for ten minutes of their time.
To protect your interest – and theirs – request they sign a Non-Disclosure Agreement
(NDA) first*. I’ve never had anyone refuse to sign one. They’re usually so excited to be
included in my new project that they’re more than happy to oblige.
* Sample NDA from Elance.com : http://help.Elance.com/forums/30970/entries/34758

67
Ten Minutes to a Better App
If possible, try to perform all the tests in person. Nothing beats a live audience reaction.
Avoid discussing the app beforehand. You want their genuine first impression. You want to
tell whether or not they can figure out what your app does without instruction. When you’re
ready, pull out the paper print outs of your designs and try the following tests.
Get It
“Get it” testing is just what it sounds like. Show them the app and see if they get it.
• Ask them what they think the app does?

• Ask why they feel that way?
• What do they think the flow of the app is?
• What’s the purpose of a certain button?
See if they get it without you explaining it to them. Be sure to keep your opinions to
yourself. You want to hear what they think without your influence.
Key Task
“Key Task” testing means asking the user to do something specific – on an app for an airline
this task may be to find and book a trip to Maui. The purpose of this test is for you to watch
and learn.
Though you can outline predefined tasks you’ll usually get more revealing results if they
have a hand in choosing the task. When people are doing made-up tasks, they have no
emotional investment and can’t use as much personal knowledge.
Once you establish what the app does, ask them what type of task or activity they can
perform with the app. Then ask them to perform it. Don’t prompt them or help them out,
that will defeat the purpose of your testing. You want to see if they can figure it out for
themselves.
These tests cost nothing yet add so much value to your design. Even more powerful is an
HTML click-thru, it allows you to test on your iDevice without Objective-C™ coding!
68
ACTION
1. Find friends who will give you honest feedback. Three or four
people are plenty.
2. Print out your designs.
3. Run “Get It” and “Key Task” tests.
4. Take really good notes.
5. Thank them for their time by buying them coffee.
Testing on your iDevice Without Objective-C™ Coding
A click-thru, also known as wireframe testing, is an easy way to get your app on your
device without a single line of Objective-C™ (the primary iPhone™ development language).
I discovered a few free methods to create a click-thru quickly and easily*.
Option 1: Email
This is a very quick way to view your mock-up on your iDevice. You won’t have the abil-
ity to click through the different screens, but it will give you a better idea what your screens
will look like.
1. Email yourself a copy of the mock-up.

2. Open the email on your iDevice and save the image to your photo gallery.
3. Open that mock-up image in photo gallery to see a full screen view.
Options 2: HTML Click-thru
If you know anything about HTML, creating a click-thru will be a breeze. Follow these
* See the References section for more wire framing techniques.

HAPPY TAPPER™ 69
simple steps and you’re in business:
1. Create an HTML page for each screen and insert an image of that screen.
2. Link each screen together using image map hotspots.
3. Load all of your HTML pages to a web server.
4. Open the main HTML page on your iPhone browser.
5. You are now testing your screens on the device without any Objective-C™!
Option 3: MockApp™
MockApp™ created a Powerpoint template that you can modify to create a mock-up
of your app. It’s pretty slick. I suggest you visit their site to get all the details, but here’s an
overview of how it works:
1. Register to download the Powerpoint™ templates.

2. There are two types of templates. One to create a mock-up that runs on your com-
puter. The other will create a mock-up that runs right in your device.
3. If you modify the one that runs on your device, you convert it to a PDF.
4. Then download an app called GoodReader™ in order to display the PDF with all its
clickable links.
ACTION
1. Create your click-thru and find a few friends to test it.
2. Run “Get it” and “Key task” tests.
3. Take really good notes.
4. Thank them for their time by buying them coffee.
5. Add your click-thru in your design spec.
71
Make it Make Sense
As painful as it can be to have someone blast apart your app, they’re doing you a favor.
Take all you learned, go back to your original mock-ups, and make them better. Seeing your
handiwork through someone else’s eyes may even suggest entirely new app solutions, or
may let you see an old idea in a new light.
Resist the impulse to add things, rather, take out any unnecessary features and consider
changing the navigation to make it more usable. Take new feature requests with a grain of
salt. It might just be another app they’re mimicking. Go for the low hanging fruit for big,
easy wins. Even a minor change can have a major impact.
Once you’ve incorporated your findings and updated your designs, run the same tests
again. I usually do this at least three times before putting on the final touches. Every time
I test I gain incredible insight and feedback, even if I just turn to a friend and quickly ask,
“Does this make sense to you?”
Now Unpack
Creating an iPhone™ app is much like packing for a trip. Whenever I go somewhere I
have a rule to remove half the clothes and double the amount of cash I am taking.
With the iPhone™ it’s the same formula. Remove any features you really don’t need for
release. Fewer features mean it will get to market faster, your app will be far more user
friendly, and be easier to maintain.
Once you’ve generated some revenue from sales, you can add customer requested
features into your app. By waiting you’ll discover exactly which new features your custom-
ers want and won’t waste time or resources on unnecessary features. Why pay for them up
front if there’s no demand?
Leave Out Anything That Requires a Server
If your application requires a server you’re adding to your overall startup costs. And
remember, if your app requires a server you’ll need to invest time, money, and resources in
its indefinite maintenance.
72
I originally wanted my customers to share their gratitude with others in a Twitter™-like

fashion, but that meant I would have to store those entries in a database on a server and
maintain them. I was in that type of business in the past and unless you have a team, it’s
exhausting and introduces legal, security, and admin headaches.
Leave Out Anything That Needs Your Intervention
If your app allows users to supply the content then someone needs to police that content.
This is a full-time, 24/7 job. You could also be putting yourself and your company in legal
jeopardy if questionable or infringing content is posted. Not to mention that you won’t
make a lot of friends when you reject their content, they’ll likely seek revenge by leaving a
poor rating and review for your app.
Leave Out Anything that Requires a TOS
Having your users agree to a Terms of Service adds to your costs because you need to
hire a lawyer to come up with the terms. That alone can cost you more than the app devel-
opment itself. A good Intellectual Property (IP) attorney charges a minimum of $250/hour
and the average Terms of Service usually takes several weeks to compile, which could also
affect your timeline.
Don’t Contribute to the CrApp Store
Despite the fact that there are a ton of materials telling and showing you exactly how to
make an app look great, the App Store is riddled with poorly designed apps. There’s really
no excuse. Don’t contribute to that garbage.
ACTION
1. Improve your designs.
2. Test again.
3. Rinse and repeat.
HAPPY TAPPER™ 73
Apple™ Knows Best
You should use Apple’s standard user interface elements and follow their recommended
uses as often as possible. They invested a lot of time, effort, and testing into creating simple
and usable navigation so use what they’ve already determined works – and works well.
Even my two-year-old nephew figured out the iPhone™ interface, so sticking with what
they know works is best.
Users are accustomed to the look and behavior of the standard views and controls and if
you use them they will learn your application faster and feel comfortable with it sooner. Still
not convinced? Then read this*.
Creating Your Own Look and Feel
Many of the default controls can be customized with your own style. For example, you
can change button colors or add your own image. And a simple change can make your app
go from messy amateur to polished professional in seconds.
* http://daringfireball.net/2008/11/iphone_likeness
74 INSIDE SECRETS
Avoid radically changing the look of controls that perform a standard action. For exam-
ple, creating a completely new design for the trash button does you no good. Not only will
your customers have to learn how to use it, they will wonder what your fancy control does
that the standard one doesn’t.
I wanted Gratitude Journal™ to have a unique look. In fact, I wanted the customer to
choose the design, so I created six themes for them to choose from. I created different back-
grounds, button colors, delete, send, and navigation buttons. These little changes gave me a
unique look while retaining the logical functionality.
Benefits of Creating a Great App
Feedback
I’m sure you already know why it’s important to design an app that is easy and fun to use,
but point blank: if people can’t use it, they consider it broken, and if they think it’s broken
they’ll write a negative review about it and because of those reviews it simply won’t sell.
This is why investing time up front in my design paid off in the long run. Positive feed-
back is an incentive for others to hit the buy button and everything you do before you put
your app in the App Store should be done to promote ease of use and encourage positive
feedback.
Your customers will leave you feedback–be it positive or negative–but it’s always better
if it’s positive. A single negative feedback can sink an app and drop it out of the top ranking.
And once it starts to go south, it’s hard to bring it back.
Think about it, how often does positive feedback get you to hit the “buy” button? For
me, it’s essential.
Apple™ Advertises Your App for You
One day Apple™ just might reach out asking to feature your app in their advertising. This
has happened to me as well as several others who have used this guide.
Even if it comes to nothing, it’s an honor to be considered. And if Apple™ does use your
app, well, that’s the best advertising anyone could ever dream of getting.
75
Future Apps Sell Better
Selling multiple apps through iTunes™ is where the real money is. Once you create one
great app, customers will thank you for it by purchasing your other apps.
But don’t rest on your laurels. Your customers will expect the same, if not higher and
better, quality apps from you in the future.
ACTION
1. Don’t reinvent Apple’s wheel, just improve it.
2. Read reviews on other apps and see what people like and dislike.
3. Be honest with yourself about your designs. Do they really work?
HAPPY TAPPER™ 77
Secrets to Finding a Designer
If you’re lucky your developer and designer are the same person. I’ve yet to find one to
work with, but that doesn’t mean they don’t exist. Nick Cernis, the developer of the highly
successful app Put Things Off™*, also did all the designs as well. He’s a rare find.
In addition to paying someone to build your app, you might want to pay someone to
polish up your designs before contacting a developer. You discovered the best flow and
layout for each screen and now someone can help you create that final look you’re going for.
What I Learned from Outsourcing Design
I attempted to outsource my designs through Elance™ but didn’t have much luck. My
budget couldn’t afford the design quality I was aiming for and the end results were really
disappointing.
Ultimately, I decided to do the designs myself. I don’t want you to waste time like I did,
so learn from my mistakes.
Request a Portfolio of iPhone Designs
Being an MD doesn’t mean you can do brain surgery, and just because someone is a
good designer doesn’t mean they can do great iPhone app design. Make sure the designer
has prior iPhone experience and can back it up with a portfolio of their iDevice designs.
They have to prove they understand the iDevice interface.
Limited iDevice Experience Might be a Bargain
There are designers who are new to iPhone and iPad development and are eager to break
into the market. You may score a decent rate because they’ll offer a discount so they can get
a first project under their belt. Minimal iDevice skill is better than none.
* http://itunes.apple.com/app/put-things-off/id309622930?mt=8
78 INSIDE SECRETS
Testing the Waters
Request that they design just one screen of your app before committing any funds. This
will help you test the waters. Just be sure to get them to sign the NDA first!
Where the Rubber Meets the Road
After you’ve selected a designer, they’ve signed the NDA, and agreeded on a price and
payment schedule, send a detailed specification that clearly defines exactly what you want.
I use Google Docs™ for all my specs. They aren’t fancy or heavily designed, they just tell the
story with all the resources I already put together. In your design spec, be sure to include:
• Your final mock-up designs

• Your usability test findings
• Any artwork you want included (such as logos, fonts)
• A description of what your app does (the product definition statement)
• A features list
• Your navigation flow diagram
• Major milestones in the design process
You’ll also need to create a statement of work or a binding contract. You can find copies
of these on Elance™*.
ACTION
1. Write a description of your job requirements.
2. Post these to freelance sites or directly to designers you know.
3. Interview the designers. See prior work and test their skills.
4. Sign an NDA and share your project details with them.
5. Send them your design specification and any artwork they need.
* http://www.Elance.com/p/help/myElance/contracts.html
80
Can’t Afford a Designer?
You shopped around and the design prices are killing your project, or the designers you
can afford can’t provide the quality you expect. That’s what happened to me. If you’re in
the same boat, be prepared to make a design tool like Photoshop™ or Gimp™ your new best
friend. I used Photoshop™ for years but I still have plenty to learn.
After dozens of design reworks I still wasn’t getting the polished look users expect from
an Apple product. So eventually I taught myself how it’s done. It took a few weeks, but I
managed to get there.
Learn from the best. I studied dozens of online tutorials about how to create shiny
buttons, gradients, and the latest web design effects. I also downloaded every app that I
felt had a great design. I scrutinizing them and tried to recreate their styles in Photoshop
teaching myself how to create the same effects. Every time a great looking app came on the
market, it deflated my spirits. This was the point where I wondered if I should keep going. I
just wasn’t able to create that same level of quality. Looking at these apps, I noticed they all
had the same things in common:
• limited navigation options

• navigation so simple that no language is required
• unique look and feel, not the default design
• layout consistent with Apple’s apps
• a lot of attention to detail
• designs resemble real life objects
Search for “iPhone app design inspiration” and you’ll discover some blog posts featuring
apps with amazing look and feel. Download these apps and see why they’re so great. Then
try to incorporate that greatness into your final designs. But don’t copy!
Photoshop™ Courses
A simple one day Photoshop course could be enough to clear the fog. If you can’t afford
to attend a training course in person, there are plenty of great Photoshop™ courses online.
I’ve never used online training but heard that Lynda.com™* has some of the best and it only
* http://www.lynda.com/home/otl.aspx
HAPPY TAPPER™ 81
costs $25 per month ($37.50 for the premium plan that comes with all of the exercise files).
Use Your Library Card
I made the most of my library card and checked out every book I could find about
Photoshop™. Pouring over these books made all the difference. I didn’t read them cover to
cover. I just studied the bits that reflected what I wanted to accomplish the most.
Field Trip
I visited book shops and studied the journals for sale as well. I also spent hours going
through boxes of my old journals. Anytime I came across one I picked it up, studied it for a
good five minutes and noted anything I liked then tried to fit that into my design. That’s how
I came up with the idea of the different themes feature in my app.
Invest in One Excellent Design Element
I splurged on my mascot, the Buddha (often referred to as “the baby with a dot on its
head”). I discovered him on http://iamscotty.com and contacted the creator, Scott Jackson,
requesting permission to use it. I paid him what I could afford and promote his work any
way I can. Now Scott creates all my mascots. He also did my logo. Investing in his work was
one of the best decisions I made. Now all my apps have a consistent and complementary
look and each app is unmistakably a HappyTapper™ app.
ACTION
1. Study successful app designs.
2. Learn how to use Photoshop™ or Gimp™.
3. Or you can partner with a designer. Exchange services.
4. Don’t copy other’s designs. Come up with something uniquely you.
83
Project Management Basics

HAPPY TAPPER™ 85
Time, Money, and Scope
You’ve poured your heart and soul into the designs, wireframes, preliminary testing,
have a solid spec, and are now ready to begin the development phase of the project. Before
you start sending out your gorgeous spec and NDAs to developers, you need to establish
your budget and decide how much of your precious savings you’re willing to spend.
Before we discuss that, you need to understand that there are three things that affect a
project:
1. Time it takes to complete the app.

2. Money needed to pay freelancers.
3. Scope of the project, including features and design.
Changing one of these items inversely affects the other two.
Less Time = More Money and/or Smaller Scope

Less Money = More Time and/or Smaller Scope
Larger Scope = More Money and/or More Time

In plain language:
• If you want to rush the job, then you better increase your funds or decrease your
scope.
• If you want to spend less, decrease the scope or increase the time – or a bit of both.
• And if you increase your scope then be prepared to pay extra and for it to take
longer.
Understanding these basic concepts will help you manage your project and negotiate
a better price. If you can’t afford the bid price offered by a developer, reevaluate your app,
review the functionality you want for the launch, and see if you can decrease the scope or
extend your launch date to increase the developer’s time frame.
Try to find a middle ground that’s fair to everyone.
86 INSIDE SECRETS
ACTION
1. What is most flexible? Your budget, time, or scope?
2. Keep this in mind when working with your developer.
88
The Beauty of Bartering
Remember the good old bartering system? You swap services instead of cash; it’s easier
on the wallet and your taxes. I’m a big fan of bartering and think it’s a great way to get ahead
on a shoestring budget.
Not only is it affordable, it’s also a great way to formulate a bond and build a lasting
business relationship. I created a website for my yoga instructor in exchange for free yoga
lessons. I did the same for my accountant. Because of our experience working together, we
have a special relationship we wouldn’t have had otherwise. And now the service I receive
in return is outstanding.
If you can’t afford the price, consider what you have to offer in exchange that doesn’t cost
you much more than time or inventory.
Is there a way you can help grow their business? Or provide them with something they
need? Do you have a product they might enjoy for free? Think creatively.
If you need inspiration, check out the barter section on Craigslist. Reading through
these posts can seed some ideas and may just connect you with other bartering gurus.
Interesting Bartering Stats
ACTION
• Sixty-seven percent of consumers have haggled in recent months, compared with
33 percent in 2006*.
• There wereservices
1. What some 142,000 listings
or goods caninyou
the barter
barter?section of Craigslist in July, almost
double the number posted during the same month last year, according to Craigslist
2. Will it costSusan
spokeswoman you less to offer
MacTavish your service or goods
Best.
than to pay in cash?
3. Check out bartering websites.
* Source: America’s Research Group, September 2009

89
Outsourcing Development
HAPPY TAPPER™ 91
Post Your Project to Elance™
I discovered my first developer on a website called Elance.com. Elance™ is a website

where you can tap into a skilled talent pool of more than 100,000 tested and rated freelance
contractors. The best thing about Elance is that it costs nothing to post a project. This makes
it a great place to discover how much your project will cost.
Use Elance to Study the Market
Even if you don’t find or hire your freelancer on Elance™, their site is packed with advice
about outsourcing, all the contracts you’ll need, and they have an excellent payment system.
They also offers a decent project management site to post messages and communicate with
potential developers directly online.
Study other iPhone app postings to understand what developers are bidding on and the
average project costs. The projects with the most bids might have the biggest budgets, but
they also might be very well specified.
My Elance™ Experience
I stumbled across Elance™ when I was just about to give up on creating Gratitude Jour-
nal™. A friend agreed to help me with development, but he simply couldn’t find the time
in his schedule to pull it together. So I decided it was time for me to move on, turning to
Elance™ to find a project that I could bid on, not the other way around. After reading a
number of iPhone™ app postings, I decided to give it a whirl.
I received six bids on the Gratitude Journal™ job ranging from $200 - $400. The contrac-
tor I selected, Passionworks™, was actually the highest bid. We had a few online discussions
and he sent me a sample of his code, which I had no idea what to do with at the time, but I
passed the code onto my friend, he had a look at it and gave me the thumbs up.
Working with Passionworks™ was a dream. They’re based in India, about 13 hours ahead
of me. Just when I was logging on for the day they were winding up and would hand the
project over to me, and vice versa. We worked around-the-clock on Gratitude Journal™ and
had no problems communicating. Geography doesn’t matter anymore. Hire the best talent
no matter where they’re located.
92 INSIDE SECRETS
GRATITUDE JOURNAL ELANCE POST
What I Need Done:

I’m a usability and design professional who would like to find an experienced developer or
company who understands the iPhone SDK™ inside and out. I would like help developing a
very simple custom Notepad-like iPhone application (3 screens) that uses built in iPhone™
functionality. The program is fully designed and does not require any complex functionality.
What I Will Provide:

All screen designs are complete, as well as the loading page and icon. I will provide all
designs, content, and images as well as full project management.
Other Context/Requirements that Providers will Need to Know:

Although the application is very simple, I definitely want to work with someone who has
excellent iPhone application development experience. If I find a developer whom I work
well with, I have other projects coming over the next 3-6 months.
Specific Expertise that I am Seeking:

iPhone application development experience is key. Great communication skills and a self
starter are also critical.
Development Process:
I would like to complete a simple click-thru first for usability testing (done by me). Based
on the test results, I may tweak the layouts and functionality before full designs are applied.
Please note that usability testing has already been done on the paper designs. But it would be
great to do some testing on the simulator before going fully functional. Also bear in mind that
although I’m a designer, I’ve done quite a bit of coding as well so am familiar with your role.
Timeframe for Delivery:

I would like to have this up and running in 4-6 weeks -- again a very simple application so
I don’t believe that development is going to take very long. The simple click-thru would be
ready for testing in 2-3 weeks with finishing touches done shortly after that.
*** PLEASE NOTE: Although, I have selected “Fixed Fee” as the default I would be happy to discuss an Hourly billing model too. ***
93
Other Places Where Developers Lurk
Guru™, Freelance™ and Other Sites
Elance™ isn’t the only website where good iPhone developers can be found. There are
plenty of other freelance websites. Though I haven’t tried them myself, I’m guessing the
experience will be similar if not better. Google™ “freelance iPhone developer” and you’ll get
pages of results. Remember, you have the benefit of a solid design spec, which will gain you a
lot of respect from the developers. Most will appreciate the thought you put into your design
and in return will take the time to give you a realistic estimate. Those who don’t, aren’t inter-
ested in your project anyway so move on as quickly as you can.
Outsourcing is touch-and-go, finding the right person will require floating your spec
on more than one site, or past a number of developers. Don’t feel pushed into going outside
your budget. If the figures you’re getting are giving you sticker shock, see if you can improve
your design and adjust your scope into phases so some can be implemented later.
Twitter™
I discovered three of my current developers through Twitter™. The first time I tweeted
that I was looking for a developer I only had about 250 followers. Still, one got in touch
saying he was interested in working together. Our partnership worked out so well, a few
months later I tried it again and had the same luck.
Start following iPhone developers and producers and some may follow you back. Nest
yourself in their community and you could strike up a relationship with a good one.
ACTION
1. Post your project to freelance sites to see how much it will cost.
2. Ask around for good developers.
3. Check out the ones listed in this guide.
4. Get connected through the Twitter community.
HAPPY TAPPER™ 95
Paying for Experience
When it comes to experience, a good track record is everything. But experienced devel-
opers charge a lot more, between $125-200 per hour. I’m sure they’re worth every penny and
if you can afford those rates, go for it, but there are ways of finding developers for much less.
Pick a Rising Star
I had the most success hiring a developer who was eager to break into the iPhone devel-
opment world. My rising star was Passionworks™ (http://passionworks.in) from India. At
the time they bid on my Elance™ posting, although well versed in creating for the Apple™
platforms, they only had a couple of iPhone™ apps in their portfolio.
They offered a really good rate and were learning as we progressed. They were quick
learners, saved me a bundle, and did an outstanding job.
I discovered that rising stars are the best. They are hungry to work on a good project and
get the experience. It’s fun to see their talents progress with the projects.
Eventually their developer talents will grow so strong that they too will be charging
$125-200 an hour. At which point you may have to part ways and find a new rising star. But
the satisfaction of helping them get to that point is rewarding and they will appreciate you
for giving them that first opportunity.
Help Them Shine
I have promoted Passionworks™ anywhere I can. I mention them in my blog (http://

carlakaywhite.com), on my http://happytapper.com site and in all my interviews. I received
dozens of emails from people asking who I used to develop Gratitude Journal™ and I happily
pointed them in the direction of Passionworks™.
The result of all this promotion is that it generated a lot of new business for them, but
there’s a downside too. After I went live, I turned to them to do some enhancements but they
declined, too backlogged with new work from all the prospects I sent their way.
Was I upset? Absolutely not!
96 INSIDE SECRETS
I took the risk of hiring them with limited experience and they took the risk of doing the
job at an affordable price. We both gained from the relationship.
It was time for me to find a new up-and-coming star to help grow their business. And I
found not just one, but plenty, all eager to make their mark.
ACTION
1. Is your app simple enough for a novice to develop?
2. Can you change your scope so they can learn?
3. Can you increase your developer timeline to allow for the
learning curve?
98
Choosing the Right Developer
Look at Their Prior Work
Start with requesting to see their portfolio, if they don’t already have examples of their
work online. Be sure they tell you exactly what they did for each project in their portfolio
because it might be just a little update on the app rather than the entire build.
Also, ask them for some sample code to review. Even if you can’t make heads or tails of
it, you want to make sure they know how to develop on the iPhone™ and aren’t using your
money to learn the very basic first steps.
If you have a friend who understands Objective-C™, have them take a quick look at the
code to make sure it’s clean and well documented. Be sure to praise your friend publicly for
their help after you go live.
Ask About Their Current Backlog
Find out how many projects they are working on. They may not be completely honest,
but you have to ask. You don’t want your project to be the neglected step child because it’s
not the highest earning project for them.
The number of projects depends on the number of developers on the team. If there’s just
one developer, two or three projects is the most you want them dealing with at one time.
Any more than that and you are looking at long delays.
Ask for Their Start Date
Make sure they can start a week after all contracts and agreements are finalized. Excite-
ment for a new project has a limited shelf life, so you want to tap into it as early as possible
and keep the momentum going.
Ask How Long it will Take to Develop
Break your project into phases and request a time estimate for the project. We’re all terri-
ble estimators and if you’re project is expected to be more than six months, add 50 percent
padding. This isn’t the developer’s fault or yours; it’s just difficult to predict the future.
HAPPY TAPPER™ 99
Break the project into smaller steps. The smaller it is, the easier it is to estimate. It may
still be wrong, but it will be a lot less wrong than if the developer estimated a big project.
If something takes longer than expected, it’s better to have it be a couple weeks over rather
than months.
Passionworks™ originally agreed to complete Gratitude Journal™ in four weeks – it took
10 weeks, but we changed the scope part way through. An extra six weeks didn’t affect me as
much as an extra six months would have.
Trust Your Gut
You have to believe that you can trust your developer. That they have integrity and won’t
take your designs and run. If you’re not ready to commit your entire project to them, hire
them for a mini project first to test the waters, something that takes a day at best. You can see
how they work, what kind of questions they ask, and how well you get on. Most importantly,
it gives you the chance to evaluate them based on their actions rather than just their words.
After a few email exchanges with Sarat (Passionworks™), I knew that I could trust him.
He communicated openly and answered all of my questions with as much information as he
could. My gut told me I could trust him and sure enough, he proved it. This is an email he
sent me after Gratitude Journal went live.
NOTE!
“A couple of weeks after Gratitude was out, we got a bid invitation on Elance™ for
a new project. This was a project listing posted just to us.
They wanted to make an application titled “Ingratitude”, basically to record the
things that didn’t go well that day. It is exactly the same as Gratitude but for recod-
ing the opposite events. All we had to do was change the application name, icon and
graphics. No code change and quickly make the money.
Of course we decided not to work on this application in principle, I mean after
working on Gratitude how can we do an app like that? We believe in the power of
positive thinking.” - Sarat
101
A Day in the Life
A typical day creating Gratitude Journal™ started around 5 AM. I would wake up, make
a cup of tea, and read an email from Passionworks that included the latest build of my soft-
ware.
I’d open the bundle in Xcode™ then install it on my iPod touch™ to test. The tests would
take about 10 minutes but writing up the results took at least two hours.
I included every detail I could in the feedback, providing screen shots with notes show-
ing where to make changes and complete step-by-step details of every action I took to
achieve a result.
Around 7 AM I emailed Passionworks™ my results. Sometimes I would IM them with
my findings but mostly we stuck to emails.
The next morning I would get up around 5 AM, made my tea and opened my email from
Sarat with all the requested changes. This went on for about 10 weeks.
The beauty of outsourcing overseas was that all the work was done while I was asleep.
And everything I needed to do was completed while Sarat and his team were asleep.
Do as I Say, Not as I Do
The original spec I sent to Passionworks™ had the low-resolution mock-ups of the
designs. I was still in the process of creating my six different themes, so I just put in the
basic designs noting that the final product design will look different.
I don’t recommend you do this with your project. Instead, have all your designs as near
completion as possible before contacting a developer. Not only is this fair to your developer,
it will spare you a lot of headaches.
The Devil is in the Detail
The design spec I created included an image of the journal entry screen with the words
“(entry goes here)” in the center of the screen. To me it made perfect sense; I was letting
Sarat know that’s where the text would go whenever someone creates an entry in their jour-
nal.
102
Then Sarat sent me the first build and sure enough, the journal entry screen looked
exactly as it did in the spec, complete with “(entry goes here)” in the middle of the screen.
Who’s to blame? Me and only me.
I had worked with developers in India before so I should have seen this one coming, but
it had been a few years, and I forgot.
Did I Say Details?
I worked with developers in India in some previous situations, and there’s one trait that
they all share: they will follow your directions down to the last detail. They will not add in
their own logic or reasoning. If you are aware of this, it truly can work to your advantage. If
you aren’t aware of this, you might be in for a few surprises.
For example, if you invest time upfront completing your final designs before handing
them off to your developer, they’ll get the job done a lot faster. By providing them with the
complete picture, you don’t give them any wiggle room, which reduces the testing time. In
fact, you should do this for any developer, not just those in India.
Real Contractor Love
Developers are motivated when they first take on a project. They’re fueled by the buzz
and are excited to get started. Starting your project out right and keeping that momentum
going throughout the project’s duration is a fine art, but one that can be learned.
An Excellent Kick-Off
Investing in a solid design spec gives your developer confidence that you know your
stuff. You thought through your design and won’t be changing your mind half-way through
the project. Developers need short wins and dragging a project on is only going to burn
them out.
A Spec that Wows!
Include all your hard work into the design spec. Images speak louder than words, so try
to graphically display your ideas as much as possible. If your spec is solid, you won’t even
HAPPY TAPPER™ 103
need to pick up the phone or Skype™ with the developer. They’ll just get it.
Your spec should include:
• Product definition statement

• A story about someone using your app
• Features overview
• Screen flow diagram
• A screen shot of each screen
• Header functionality
• Body functionality
• Footer functionality
• Next screens
• Click-thru if you created one
• Something about you or your company
• A table listing when the spec was last modified
• Milestones
• Assumptions
• When you expect regular updates
All of my communications with designers and developers has been done via email and
IM. I’ve never had to pick up the phone or Skype™ them to discuss the project. Hopefully one
day I’ll get to meet my team in person, but right now I can only imagine what they sound like.
It all starts with a complete spec.
ACTION
1. Finish your designs before contacting your developer.
2. Invest your time creating a spectacular spec.
3. Gain their confidence and enthusiasm with excellent visual details.
105
Milestones and Carrots
When it comes to developing your app, it might seem like an unending and confusing
mess of unlimited goals. Some of these goals, however, stand head-and-shoulders above the
others. These are your milestones – they mark significant progress along the road to getting
your app to the store.
Break your development project into smaller parts and establish milestones within each
of those stages. If your app only has four screens, each screen can be its own milestone.
Milestones help with time estimates and keep the momentum going with smaller wins that
you can both celebrate.
To really keep your freelancer motivated, offer them a payment at the end of each mile-
stone. Also, offer them a bonus for completing the project on time and even more if they
complete ahead of schedule.
I paid Passionworks™ at the project kick-off and after completing each milestone. I
happily gave them a bonus at the end because they did such a great job.
I send my team little presents every now and again just because. I want them to know
that I appreciate them. It doesn’t need to be much, a cool pair of socks goes a long way. It
can make the difference between pushing your project to the front of the line, shortening
development time and saving you loads, or holding back in favor of more enticing projects.
ACTION
1. Establish project milestones.
2. Pay your developer at each major milestone.
3. Pay them a bonus for completing on schedule, even more if they’re
ahead or do an exceptional job.
106
CASE STUDY
Gratitude Journal™ Milestones
• October 1: Project Kick-off

HappyTapper™ will provide design documents and any details needed to
create the low fidelity application.
• October 9: Deliver Low Fidelity Application
Passionworks™ delivers low fidelity application to run in the iPhone™ simu-
lator for usability tests.
• October 12: HappyTapper™ Delivers Design Changes and Image Files
Depending on the outcome of the usability tests, HappyTapper™ will pro-
vide any changes to the application’s design changes. These changes will
not exceed more than two hours development time. If they exceed that
amount, Passionworks™ and HappyTapper™ will agree the best way for-
ward. HappyTapper™ will also provide all required images to complete the
high fidelity application by October 12th.
• October 20: Deliver High Fidelity Application
A high fidelity application will be delivered complete with source code for
usability, performance, and QA testing.
• October 22: Deliver Testing Results
HappyTapper™ will deliver any changes due to usability, performance and
QA tests.
• October 25: Final Product Deliver - Project Complete
107
Putting it to the Test

HAPPY TAPPER™ 109
Testing is Your Job
It’s up to you to test every one of your app’s features and to make the final determination
that it is bug free. You cannot leave this up to your developer. You must also test everything
with each build. If a feature works in one build and your developer sends you some new
code, don’t expect it to still work. A fix in one area can break something in another area that
was previously working.
Low Tech Advice
The SDK comes with an iPhone™ simulator that allows you to run your app directly on
your computer. This is a great way to quickly view your app, but don’t rely on it for your
testing. You still need to install your app on your device and test it there. Your device and
the simulator behave very differently. Something that works on the simulator may not work
on your device, and vice versa.
Getting your app on your device can be a little hairy and will require you learn a thing
or two about Xcode™. It took me days to figure out how to load my app on my iPod touch™
the first time. There are plenty of good forum posts if you run into a snag.
Besides trying to create the polished design, this is where I had my steepest learning
curve. But it had to be done if I wanted Apple’s blessing on my way to the App Store. So bite
the bullet and learn that bit of Xcode to get you through the last mile.
Detail Matters Here Too
Testing a new build of my app only took me a few minutes but as mentioned previ-
ously, creating the feedback email took me hours. I created an issue number for each issue I
found, writing down each step taken, the exact results, and what I expected the app to do. I
also included plenty of screen shots. I categorized each issue by screen name and recorded
everything in a Google™ doc that we both had access to.
This level of communication might seem a little condescending to the developer. But
trust me, it reduces confusion, keeps the project ticking along, and creates a fantastic work-
ing relationship. Programming is as much an art as a science and everything is related. What
110 INSIDE SECRETS
you think is causing the issue may be a symptom of something seemingly unrelated that
only the developer can correctly diagnose.
CASE STUDY
Example of Testing Details
“ISSUE #32: Main Screen - Search Results Bug”
Steps Take:
1. Opened app
2. Tapped “Journal” to go to Main Screen
3. Tapped on the search field
4. Entered the text “home”
5. Closed the keypad
Results:
• See screen shot

• Entries with “home” in the text are shown.
• Tapped on the first entry to view it.
• Tapped on “Journal” to go back to the search results.
• All entries are shown, not just the entries with “home”.
• Search field is empty.
Desired Results:
• See screen shot

• Entries with “home” in the text are shown.
• Tapped on the first entry to view it.
• Tapped on “Journal” to go back to the search results.
• The search results with “home” are shown.
• “home” is still in the search field
111
When an Issue Becomes a Bug
An issue isn’t a bug unless it’s repeatable. If it happens once, it was a user error; if it
happens twice, you got lucky; if it happens three times, it’s a bug.
You may not find all the bugs, but fix the ones you find. If you don’t, rest assured, they
will surface later in your customer reviews and that will hurt sales.
How to Keep Your Developer Happy
Developers despise bugs as much as you do so when you find one, go gentle on them.
Developers take pride in their work and hearing the bad stuff is like someone telling you
your kid is ugly. How you communicate your findings can be essential to completing the
project on time and on budget while keeping your developer happy.
Start with complimenting them, point out all the things you like about the build. If they
fixed a bug, give them a high five. If they finished new development, thank them for that
too. Developers need to hear that they’re doing a good job before you start digging on them
about the bugs.
When you get to the part about the bugs, be sure to give them all the details. Not only
will soften the blow, it will be easier for them to fix if you pass along every detail you experi-
enced coming across the issue including how you came across the bug, step-by-step.
Finish by telling them again that you appreciate all their efforts and you enjoy work-
ing with them. This may sound a bit much, but who doesn’t want to hear this? It’s not only
respectable, it builds a relationship that can last through the storm of bug fixes and scope
changes.
ACTION
1. Test your app on an iDevice for each build.
2. If you find a bug, record every step and detail. Take screen shots.
3. Compliment your developer before giving them the bad news.
112
The 80 percent Rule: When So-So is Good Enough
At some point you’ll have to decide that your app is good enough to submit to the app
store. If you’re a small shop like me, waiting too long could be fatal. Instead, release early
and incorporate feedback after you go live. Eighty percent complete was good enough for
me.
Part way through development, Passionworks™ told me that they couldn’t figure out
how to create a bulleted list on the fly. This was core functionality for Gratitude Journal™
so I simply couldn’t let this one slide. Moreover, I wanted the bullets to be these beautifully
designed images I had designed for each theme. Development overran our original time-
frame quite a bit as we both searched for an answer.
Eventually, we discovered a way to create a list with special characters in a text file. It
meant I couldn’t use my beautiful bullets, but it meant that I could go to market. Eighty
percent was good enough for the initial launch.
113
Submitting Your App

HAPPY TAPPER™ 115
How Long Until it’s on iTunes™?
There are currently 15,000 apps submitted every week and all apps are approved or
rejected within a week*.
If Apple™ rejects your app it goes to the back of the line and once resubmitted you wait
until they review it again. This happened with Vision Board™, and it ended up taking just
as long to get it approved as it did to develop. At the time, approval turn-around was three
weeks and my app was rejected because the image holder looked too much like a Polariod™.
Avoid Rejection
There are three main reasons why Apple™ doesn’t approve an app.
• The number one reason an app is rejected is because it doesn’t function as adver-
tised. Apps that don’t do what is claimed in their description.
• The second reason apps are rejected is because developers use private APIs. Only
use the APIs in the official SDK.
• And the third reason is that they crash, which is simply bad user experience.
Though it’s not on the above list, from personal experience, avoid using any design
elements that might be perceived as trademark infringement. This includes a picture frame
that looks like a Polaroid™ or an Apple™ or iPhone™ icon.
If your app does get rejected, they only tell you why they reject it. Apple provides no
advice as to how to fix it so it receives approval so you may end up submitting it a few times
until you get it right.
Create a Distribution Build
By this stage in your project you’ll know the iPhone Program Portal™ inside and out.
This site gives you everything you need to submit your app to the App store.
Basically, you create a build specifically for distribution and upload it to Apple iTunes
Connect along with a product description and screen shots.
That’s a very simplified version of what’s involved. Just know that it’s a rather tedious
* Apple WWDC Keynote by Steve Jobs, June 7, 2010

116 INSIDE SECRETS
process and be patient learning it the first go around. Eventually you’ll get the hang of all the
steps involved and it will be a breeze. And if you come across a crazy error that makes no
sense, Google™ it. Chances are, plenty of other people have had the same problem.
Create a Great Product Description
Screen shots and descriptions are critical marketing materials and can be what gets your
app approved. Make sure your description is interesting and accurate. Tell the user exactly
what they need to know before they hit the buy button.
State if your App is Discounted
If you are offering your app at a special price (discount) for a limited time, let them
know how much and for how long.
Show Quotes from People Who Have Used Your App
If you get a great review, put it at the top of your description. Oprah is a huge fan of the
Gratitude Journal™ and made it mainstream, so I quoted her.
List the Features
Put your main features at the top and keep each item on the list simple and concise. Your
customer should be able to skim this in seconds.
Add a Personal Note
Provide a glimpse of your human side and thank the customer for purchasing the app.
List of Upcoming Upgrades
If you couldn’t include everything you wanted in your first release–and are actively
working on adding those features–include a list of just a couple of those items. Don’t include
117
anything that won’t be in the next release as you don’t want to get your customers’ hopes up
if something falls through.
Then What?
Apple™ will send you a very simple email saying your app is approved. They recently
added a feature that allows you to set the release date, which is nice if you want to plan a
launch promotion on the release date.
Once your app goes live you’ll want to start tracking sales, managing users, and sending
out promo codes. All of this can be done through your developer membership, which gives
you access to iTunes Connect™ website. Coming up is a breakdown of the different section
on iTunes Connect™ and all they have to offer.
ACTION
1. Make sure your app doesn’t use private APIs and doesn’t crash.
2. Create a description that matches the functionality.
3. Submit your bundle to Apple™ and wait a week.
Inside iTunes Connect™
Sales and Trend Reports
Apple™ provides daily and weekly sales reports. These reports are not your actual sales
but are an indication of the number of downloads by country.
Contracts, Tax, and Banking Information
If you plan to sell your app, you need to provide Apple™ with tax and banking details.
They will not send your money to you until this information is complete.
118
Financial Reports
These are the actual sales. At the end of the month Apple™ provides a report for the total
sales in each currency.
Manage Users
You can grant others access to your iTunes Connect™ account. This is pretty nice if you
decide to partner with someone.
Manage Your Applications
This is where you submit your app for distribution on the App Store. It’s also where you
submit updates and app details including icon design, screen shots, and product descrip-
tion.
Request Promotions Codes
If you want to give someone a free copy of your app you can send them a promo code.
You are provided with 50 codes for each version of an application and they expire four
weeks after they are requested. These codes can only be used in the U.S. iTunes™ Store.
Contact Us
This section provides answers to questions and puts you in touch with an iTunes™ Rep.
119
Customer Love
HAPPY TAPPER™ 121
Why Your Customers Are So Great
One of the best things about creating an iPhone™ app are the great people you meet. As
soon as your app is on the market your customers will surface on Twitter™ and other places,
instantly move towards building relationships with your customers.
Maybe it’s the nature of my app, but people around the world have contacted me since I
launched Gratitude Journal™. Some have feature requests, some want to know how I did it,
and some just want to say thanks. Some even sent some really fabulous gifts.
I make a conscious effort to let each of them know how much I appreciate that they got
in touch. It’s important they realize that their feedback is gold to me and that I am listening.
These customers have not only become my friends but are also my best advertising.
They speak so highly of all my apps in their blogs, tweets, and one-on-one with friends. That
sort of word-of-mouth marketing is the best you can get.
Use Get Satisfaction™ for Support
It’s important that you provide your customers with a way to get in touch with you for
support and praise. When it comes to customer support, Get Satisfaction (http://getsatisfac-
tion.com) is an amazing service. It’s a bulletin board designed specifically for great customer
support.
All of my products are listed under http://getsatisfaction.com/happytapper. My custom-
ers post questions and anyone can answer them. Get Satisfaction automatically tries to
answer their questions as they type it, saving you a lot of time of repeating the same answer
over and over again. Customers can also provide feedback and feature requests as well as
show the “buzz on Twitter” about the product. I can’t say enough great things about this site.
Best of all it’s free!
Questions come directly into my feeder and email so I can answer them as soon as
they’re posted. You don’t want to miss a single one. If you reply quickly, customers will be
absolutely impressed and sing your praises on the social network scene.
Customers want to know they’ve been heard. Some can expect a lot out of a $0.99 app,
but most are just dumping every idea they have because they want to help you to improve
your product. Some excellent ideas are buried in there, and they are the best insight you can
get.
123
Secrets to Promoting
HAPPY TAPPER™ 125
A Sneak Preview
The App Store does a great job promoting your app for you – if it’s in the top 50 overall
or in the top 20 of its category. But what if it isn’t and how do you get there? And once you’re
there, how do you stay?
The “How to Promote Your App” handbook is filled with ideas on how to reach your
audience and keep their loyalty. This section is just a glimpse of what that book has to offer.
I also suggest you read TapTapTap’s post “The Cookie Cutter Guide to Charting in the
App Store”*.
Start Promotion Early
Create a buzz about your app and make yourself a subject matter expert. Some apps
did this by creating controversy before going live. They submitted press releases stating that
their app was rejected by Apple™, or that they are in a lawsuit. Anything to attract attention.
Start collecting emails through your website. There are some excellent place holder
website themes out there for a steal, like the LauchIt theme available from Themeforest for
just $8†. Bargain!
Create an Awesome Website
I invested a good month putting together my original HappyTapper™ website. Because

of this, my site was highlighted on dozens of sites that feature great designs, which resulted
in thousands of visits. It also generated a lot of buzz on Twitter.
The quality of the website should reflect the quality of the app. A simple, slick, one page
site may be all it takes.
There are plenty of themes designed solely to promote iPhone and iPad apps. They’re
affordable and will get you up and running in no time. On the following page are a few inex-
pensive templates that work just wonderfully.
* http://taptaptap.com/blog/the-cookie-cutter-guide-to-charting-in-the-app-store/
† http://themeforest.net/item/launchit/full_screen_preview/80079
126 INSIDE SECRETS
iDevice Website Themes
• Templatic Wordpress Theme - $65

• Inspire Wordpress Theme* - $70
• Apz Wordpress Theme† - $70
• Fone Theme‡ - $14
• Fone Delux Wordpress Theme§ - $27
• Stage HTML Template¶ - $17
• My Application Template** - $12
Be as Transparent as Possible
I shared my story about how I created Gratitude Journal™ openly and honestly. I wrote
about how keeping a gratitude journal took me out of the depression I was in since my dad
passed away and helped me find peace and happiness. This story took root and sprung to
life in places I didn’t expect.
All sorts of magazines, blogs, and newsletters were as interested in my story as they were
with my app. I’ve been on national radio shows, magazines, and in major news publications
like USA Today. Each article results in another person contacting me requesting to feature
me in their blog or magazine. If you have a story worth telling and people will tell it for you.
ACTION
1. Find your tribe and become a leader.
2. Create buzz.
3. Start collecting emails through a slick website.
4. Read How to Promote Your App to really rock!
* http://www.woothemes.com/amember/go.php?r=30081&i=l76
† http://www.woothemes.com/amember/go.php?r=30081&i=l75
‡ http://themeforest.net/item/fone-deluxe-premium-wordpress-template/104793?ref=happytapper
§ http://themeforest.net/item/fone-deluxe-premium-wordpress-template/104793?ref=happytapper
¶ http://themeforest.net/item/stage-a-html-template/77007?ref=happytapper
** http://themeforest.net/item/my-application/96345?ref=happytapper
127
Learn from My Mistakes

HAPPY TAPPER™ 129
Don’t Copy
As tempting, and easy, as it can be to copy and paste your designs, don’t do it. You will
be exposed and it will cost you credibility.
My Vision Board™ app launch was a laughable mess. At the time, Apple didn’t allow you
to set the launch date so it just happened, and I wasn’t prepared.
In my haste, I copied the launch HTML email for Basecamp’s app, Outpost™. I used
pretty much the same design just inserted my app images. Then I sent it out to my email
distribution list.
Not only was it riddled with typos and broken links, but to add insult to injury, it only
took about 20 minutes before it reached the original designer of that HTML email. By then,
I was humiliated.
To save face, I instantly apologized as sincerely and honestly as I could. Not being
prepared was no excuse for my actions, and this wasn’t the time to used some canned “I’m
sorry for the inconvenience” spiels. Fortunately, the designer was super cool about it and
laughed it off. We gradually became friends.
I now spend just as much time investing in the launch campaign as I do the design. I
found a great designer who creates my emails. You can reach him @brandledesign. Or you
can use this HTML template from Themeforest* that only costs $12.
Sleep On It
I don’t know how many times I exasperated myself trying to solve a technical problem or
trying to find design inspiration and getting nowhere. In the end it cost me to not just walk
away from it for a few hours or a day.
If I don’t walk away, I get more stubborn. I plow down the same old path rather than
trying a new route. My creativity is the first thing to go and I end up working ten times
harder instead of smarter.
It’s amazing what a simple walk around the block can do to release ideas, get you out of
a rut and back on track. Let go and the answers will come to you. Just give it a few hours or
a night’s sleep.
* http://themeforest.net/item/appbuilders-email-template/74813
130 INSIDE SECRETS
Press Releases are a Waste of Money
I spent $350 on a press release and although it was extremely well written, it got me
nothing in return. Not one journalist cared. And why should they? It was a generic pitch
and basically SPAM.
Instead, do something that makes you stand out. Try something old-school like pick-
ing up the phone and calling someone. Or handwrite a personal note. Fill it with passion,
excitement, and life. Do something incredible, meaningful, purposeful, and unforgettable.
Stand apart from everyone else.
Forget Hiring a Lawyer if You Can
These guys can cost you twice as much as a developer and add very little value. A quick
email to some of them will easily run you $50. That adds up quickly. Save yourself a lot of
money and avoid apps that need TOCs or any other legalese.
CASE STUDY
A Quick Lesson on Trademarks
I paid a lawyer $450 to teach me about trademarks. Something I could have

easily figured it out on my own through the help of Google™.
The author of Simple Abundance™ contacted me saying I needed to pull Grati-
tude Journal™ because it infringed on their trademark rights. I panicked and the first
thing I did was reach out to friends for legal references. Big mistake.
Basically I paid a lawyer $375 to go to the Trademark Electronic Search System
(TESS) and plug in the term “gratitude journal”. Then give me an expensive one
hour lesson on Trademark law while I educated him on the mobile app market and
the term “gratitude journal”.
If you can, avoid lawyers at all cost. Research your app name on TESS and make
sure it’s legit. Secondly, put the trademark symbol (™) on all of your unique names.
131
FAQs
132
Can you recommend a developer?
You bet. At the back of this book is a list of all the contractors and resources I use. I also
included developers whom I met over the months and got to know. I’ve never worked with
these guys, so I can’t vouch for their work, but please do let me know what you think of them
if you work with them.
I discovered Passionworks™ (http://passionworks.in) by using Elance.com. I’m not sure
about their availability. They were too busy to help with future enhancements for Gratitude
Journal™ in January 2009, so I found a new developer. But if you can get them and afford
them, they’re excellent.
There are plenty of other outsourcing websites like http://guru.com and http://hireaco-
der.com. I haven’t tried these services, so I’m not sure how successful they are, but let me
know so I can include a note about them in a future release.
Do you have time to discuss my app idea?
Of course! My One-on-One jam sessions are brainstorming conversations for surfac-

ing opportunities and zooming in strategies for your iPhone app. The cost is $300, with 10
percent donated to charity. These information exchanges are done exclusively on the phone.
Inspiration and how-to guaranteed. The conversation usually runs about an hour but I will
thoroughly review your app concept in advance.
Your jump start session includes:
• Jump Start Questions: these are a meaningful inquiry into your iPhone app pro-
ject. I will email it to you when you book your session. This brief Q&A is an im-
mensely valuable process on its own, and it will guide our actual call.
• Advance Research and Assessment: I will review any relevant websites and mate-
rials on your app in advance of our session.
• A 60-minute Consulting Session: for you and your business (you’re welcome to
invite other people in on the call).
• An MP3 file: of the recorded session emailed to you for your future reference.
• Ten percent of your fee donated to one of these charities (your choice): GlobalGiv-
ing.com or Kiva.org.
HAPPY TAPPER™ 133
Email me a few lines about your app and where you want to take it, or just send me a
link to your site. If I feel that I can add value and the timing works, then we’ll schedule a
phone session.
I usually book two to four weeks in advance.
What sort of business model should I use?
I’m in no position to give you advice as to whether you should form a corporation, part-
nership, or sole proprietorship. A formalized business isn’t required to sell an app. I suggest
you talk to an accountant or business advisor and get professional input.
Are there any special websites that helped you?
TapTapTap’s blog is superb (http://taptaptap.com/blog). They posted their sales numbers,

talked about pricing and marketing strategies, and explained how they designed their apps.
They create gorgeous apps and have been insanely successful.
I have a great idea for an app, would you be interested in

partnering?
It’s always an honor to be asked this but I’m currently working on several applications
and do this in my spare time, so at the time of writing I’ll have to pass. But I do appreciate
being considered.
Can you help me with the design specification?
Yes! I can help you with your designs, writing the specification, finding developers, and
managing your project. I charge an hourly rate based on the level of service required.
How did you manage to get all this done at 5 AM?
I have an amazing husband who took care of everything else in my life while I poured
myself into this development. He cooked, cleaned, and made sure I got dressed for work in
time. He played a large part in making Gratitude Journal™ possible.
Copy editing, cover, design, and layout courtesy of...
DISCRETION DESIGNS
WEB & PRINT ∙ MULTIMEDIA ∙ MARKETING ∙ SEO & ANALYTICS
DANIELLE FAVREAU
http://discretiondesigns.com ∙ info@discretiondesigns.com
137
Resources
138
About HappyTapper™
HappyTapper™ Apps on iTunes

http://itunes.com/apps/happytapper
Download our iPhone™ apps.
HappyTapper™
http://happytapper.com
About HappyTapper™ and our apps.
Inside Secrets to an iPhone App

http://iphoneappsecrets.om
The official book site.
Health, Wealth & Happiness

http://carlakaywhite.com
Carla’s personal blog about finding peace and prosperity.
One-on-One Jam Sessions

http://happytapper.com/services
Personal phone session to jump start your project.
HappyTapper™ Apps
Gratitude Journal™: Change your thoughts, change your life.

http://happytapper.com/gratitude-journal
Vision Board™: Visualize your dreams into action!

http://happytapper.com/vision-board
Little Buddha™: Over 39,000 inspirational quotes.

http://happytapper.com/little-buddha
HAPPY TAPPER™ 139
Press Kit
http://happytapper.com/PressKit/HappyTapperPressKit.zip
Images of logos and products.
Other places you can find HappyTapper™
Email: carla@happytapper.com
Twitter: @carlawhite
Facebook: HappyTapper™ Fan Page
Vimeo: http://vimeo.com/happytapper
YouTube: http://youtube.com/user/carlakaywhite
Flickr: http://flickr.com/photos/happytapper/
140 INSIDE SECRETS
Design Tools
iPhone Sketch Tools
iPhone Stencil Kit:

http://www.uistencils.com/products/iphone-stencil-kit
iPhone Wireframe Template (paper print out)

http://www.fullofdesign.ca/posts/iphone-app-wireframe-template
Notepod: iPad and iPhone sketchbooks

http://appsketchbook.com/
App Sketchbook
http://appsketchbook.com/
PixelPads
http://www.pixelpads.com/PixelPads_I_Home.html
UI Stencils sticky pads

http://www.uistencils.com/products/iphone-sticky-pad
Apress iPhone Application Sketch Book

http://apress.com/book/view/9781430228233
Printable iPhone Wireframe Template (free)

http://fullofdesign.com/posts/iphone-app-wireframe-template/
iPad Sketch Tools
iPad Sketch Paper from Oelna.de

http://oelna.de/blog/?p=552
141
iPad Sketchbook
http://store.appsketchbook.com/product/app-sketchbook-ipad-version
iPad Stencil Kit

http://www.uistencils.com/products/ipad-stencil-kit
iPhone Computer Mock-up Tools
iPhone GUI PSD from Geoff Teehan

http://www.teehanlax.com/blog/2010/02/01/ipad-gui-psd/
iPhone Elements by Designers Toolbox

http://www.designerstoolbox.com/designresources/iphone/
Omnigraffle™ Stencils
http://graffletopia.com/categories/iphone
iPhone Mock-up
http://iphonemockup.lkmc.ch/
iPad Computer Mock-up Tools
iPad GUI Kit in PSD Format from RawApps™

http://www.rawapps.com/849/ipad-gui-kit-in-psd-format-is-here/
iPad GUI PSD from Geoff Teehan

http://www.teehanlax.com/blog/2010/02/01/ipad-gui-psd/
iPad UI Vector Elements (AI) from Icon Library™

http://bit.ly/aLUGIY
iPad Omnigraffle™ Stencil from Information Architects™

http://informationarchitects.jp/ipad-stencil-for-omnigraffle/
142
iPhone and iPad Icons
Great Icons by Glyfish™

http://glyphish.com/
Touch Screen Hand Gestures Omnigraffle™ Stencil

http://graffletopia.com/stencils/439
Free icons by DryIcons™

http://dryicons.com/free-icons/
108 Mono Icons by Tutorial9™

http://www.tutorial9.net/resources/108-mono-icons-huge-set-of-minimal-icons/
Wireframing
Bolsamiq Mock-ups
http://www.balsamiq.com/products/mockups
Mock-App™
http://mockapp.com/
Justinmind Prototyper
http://www.justinmind.com/
Wireframing iPhone & iPod Apps
LiveView for iPhone & iPad

http://zambetti.com/projects/liveview/
Dapp iPhone Code Generator

http://dapp.kerofrog.com.au/
HAPPY TAPPER™ 143
SketchyPad
http://sketchyapp.com/
iDevice Website Themes
Templatic Wordpress™ Theme - $65

http://templatic.com/members/go.php?r=5861&i=l33
Inspire Wordpress™ Theme - $70

http://www.woothemes.com/amember/go.php?r=30081&i=l76
Apz Wordpress™ Theme - $70

http://www.woothemes.com/amember/go.php?r=30081&i=l75
Fone Theme - $14

http://bit.ly/dkaxDl
Fone Delux Wordpress™ Theme - $27

http://bit.ly/dkaxDl
Stage HTML Template - $17

http://themeforest.net/item/stage-a-html-template/77007?ref=happytapper
My Application Template - $12

http://themeforest.net/item/my-application/96345?ref=happytapper
144 INSIDE SECRETS
Recommended Vendors
Designers
• Discretion Designs™: http://discretiondesigns.com

Danielle Favreau did the redesign, layout, and copyediting of this book.
• Brandle Design™: http://www.brandledesign.com/
Ryan Brandle did a smashing HTML newsletter for Little Buddha.
• I am Scotty™: http://iamscotty.com
Scott Jackson created all my mascots and logo. Great artist!
iPhone Developers
• Nuebloc: http://www.neubloc.com/
I have never worked with these guys, but exchanged a few emails with Bruce
Hunter. They seem pretty good.
• iPhodea: http://iphodea.com/
I worked with founder, Dragos, on a couple of projects and he’s great! Easy to share
ideas, very innovative, and he makes projects fun. He recently teamed up with a
fantastic designer, so they offer the full suite of services.
App Promoters
• Digital Media Minute™: http://www.digitalmediaminute.com/

Tom Mullaly is always looking for new apps to review. Contact him through his
website for a review.
• Appcrunch™: http://appcrunch.co.uk/
Contact Josh. They’re happy to help developers with great products get free reviews
and exposure.
Want to be listed?
If you develop apps, design apps, design app websites or newsletters, or promote apps
and would like to be listed in this book, drop me a message and I’ll hook you up!
Contact me through: http://happytapper.com/contact.
145
Index
146
Misc. E
#1 16, 26, 27 easy wins 69
80 percent 110 eBay 15
efficiency 47
Elance 18, 64, 75, 76, 89, 91, 93, 97, 130
A estimate 91, 96, 97
accountant 86, 131
actual sales 33, 115, 116
advertising 72
F
analytics 28 features 21, 47, 49, 50, 51, 56, 57, 60, 62, 64, 69, 76,
Apple ID 17, 18, 40 83, 107, 114
Apple iTunes Connect 113 features list 47, 51, 76
application controls 61 feedback 47, 64, 66, 69, 72, 99, 107, 110, 119
App Store 12, 17, 19, 21, 26, 27, 39, 40, 64, 70, 72, freelancer 89, 103
107, 116, 123, 147 functionality 47, 49, 50, 53, 60, 72
B G
Backlog 96 Get It 65, 66
banking 115 Get Satisfaction 119
bartering 86 Gimp 57, 78, 79
Basecamp 127 Google 35, 53, 76, 91, 107, 114, 128
blueprint 21, 58
Brandle Design 142
brand recognition 28 H
Bubbles 18 high fidelity 104
Buddha 79 Human Interface Guide 43
budget 24, 26, 28, 49, 75, 83, 84, 86, 91, 109 Human Interface Guidelines 42, 43, 62
bug 107, 108, 109
build 75, 86, 107, 109
business model 131 I
buzz 100, 119, 123, 124
idea 12, 16, 17, 30, 31, 56, 66, 69, 79, 89, 119, 130,
131
C Idea 16
iFart 27
charity 130 InfoMedia 28
click-thru 65, 66, 67, 101 infringing content 70
Cocoa Touch 12, 43 Intellectual Property 70
currency 34, 116 interactive 16
iPad 12, 15, 16, 27, 39, 42, 43, 51, 56, 58, 60, 61, 62,
75, 123, 138, 139, 140
D iPhone 12, 15, 16, 18, 19, 26, 27, 30, 33, 39, 40, 42,
design specification 51, 54, 76 43, 51, 56, 58, 60, 61, 66, 67, 69, 71, 75, 78, 89,
Developer Program 15, 17, 18, 19, 39, 40 90, 91, 93, 96, 104, 107, 113, 119, 123, 130,
developers 83, 89, 91, 93, 96, 100, 101, 113, 130, 131 136, 138, 139, 140, 142, 147
dimensions 58, 61 iPhone SDK 15
discount 75, 114 iPod touch 15, 16, 17, 39, 58, 99, 107
drilldowns 60 iTunes 15, 19, 22, 73, 113, 115, 116, 136
iVote 28
HAPPY TAPPER™ 147
J Outpost 127
outsourcing 42, 75, 87, 89, 91, 99, 130
Jakob Nielson 62
Jump Start 130
P
K Passion 26
Passionworks 18, 19, 89, 93, 97, 99, 103, 104, 110,
Key Task 65, 66 130
Photoshop 17, 57, 58, 78, 79
Pinch Media 28
L
pop-over 60, 61
landscape 60, 61 portfolio 75, 93, 96
LauchIt 123 Powerpoint 67
launch 27, 43, 61, 83, 110, 115, 127 press release 128
launch screen 61 product definition statement 49, 51, 54, 76, 101
lawyer 70, 128 promo code 115, 116
learning curve 94, 107 promote 72, 79, 123
LifeHacker 147 Promotion 27, 30, 123
Lifestyles 147 prototypes 62
Little Buddha 142 Put Things Off 75
low fidelity 104
Lynda.com 43, 78
Q
QA 30, 104
M
Mac 12, 15, 18, 30, 39
Macbook 19 R
Mac Mini 15 refund 33
Macworld 147 reject 70, 113
maintenance 22, 69 release date 115
marketing 114, 119 rising stars 93
Milestones 101, 103, 104
millionaire 12
MockApp 67 S
mock-up 57, 64, 66, 67, 69, 76
motivation 24, 26, 27 sales report 33, 115
multi-touch interface 42 scope 49, 64, 83, 84, 91, 94, 97, 109
Scott 79, 142
screen dimensions 58
N screen flow 53, 54, 101
screens 53, 58, 66, 67
navigation 21, 49, 53, 61, 69, 71, 72, 76, 78 screen shots 99, 107, 109, 113, 116
Non-Disclosure Agreement (NDA) 64, 76 SDK (see also iPhone SDK) 15, 17, 39, 43, 90, 107,
niche 16, 21 113
North Star 49 server 67, 69, 70
short wins 100
Simple Abundance 34, 128
O
Skype 101
Objective-C 12, 43, 65, 66, 67, 96 Smashing Magazine 43, 62
Omnigraffle 53, 56, 62 Snow Leopard 15, 39
One-on-One 130 social network 119
OpenOffice 53 spec (see also design specification) 67, 76, 83, 91,
Oprah 114 99, 100, 101
148 INSIDE SECRETS
split views 60
Start Date 96
startup cost 19
Success 21
T
TapTapTap 123, 131
target audience 47, 49, 51, 64
Terms of Service (TOS) 70
TESS 128
Theme 124
Themeforest 123, 127
time frame 83
trademark infringement 113
trademarks 128
tribe 21, 124
Twitter 35, 70, 91, 119, 123, 137
U
User Interface (UI) 56, 60, 62
usability 30, 42, 62, 76, 90, 104
USA Today 124, 147
V
venture capital 12, 30
Vision Board 35, 113, 127
W
Weightbot 16
WiFi 50
wireframe 66, 83
X
Xcode 15, 30, 99, 107
Z
Zen Habits 19
BIO
“Do what you love to help people, and you will always love what you do.”
Carla Kay White

Author & Founder of HappyTapper™
Carla created her first iPhone app, Grati-

tude Journal™ during the hours of 5 - 7am
before going into her day job.
Gratitude Journal™ is a diary for noting five
things we’re thankful for each day. By focusing
on gratitude, we become aware of those things
and thus create a shift in our thinking to the
positive.
Carla did all the designs, managed the
development, started http://happytapper.com
and did all the promotion herself. She is a one person show. Carla outsourced the develop-
ment for $500 and the entire project cost her just $700.
Gratitude Journal™ was released in December 2008 and shot up to #2 in the Lifestyles
category of the App Store within its first week. More importantly, it has received nearly all
five star reviews.
Carla’s apps received great reviews from Macworld™, LifeHacker™ and was featured in
USA Today™. Apple™ also requested the rights to feature it in their advertising.
Combining her iPhone™ development experience with her design and project manage-
ment knowledge, Carla formulated a successful process that brings ideas to market faster.
Using this process, she continues to create more iPhone™ apps while sharing everything she
learns along the way.
Carla is on a mission to create a life of financial independence while bringing meaning
and purpose to other people’s lives. She created a formula that allows her to work on projects
she loves while raising money for charity.
ISBN: 978-0-9828982-0-8
Copyright © 2008-2010 Carla Kay White and HappyTapper™, Inc. All rights reserved
worldwide.
This publication is protected under the US Copyright Act of 1976 and all other applica-
ble international, federal, state and local laws, and all rights are reserved.
Please do not distribute this book in any way. Please do not sell it, or reprint any part of
it without written consent from the author, except for the inclusion of brief quotations in a
review. Always include a link to iphoneappsecrets.com and happytapper.com.
Please note that much of this publication is based on personal experience and anecdo-
tal evidence. Although the author has made every reasonable attempt to achieve complete
accuracy of the content in this guide, she assumes no responsibility for errors or omissions.
Also, you should use this information as you see fit, and at your own risk. Your particular
situation may not be exactly suited to the examples illustrated here; in fact, it’s likely that
they won’t be the same, and you should adjust your use of the information and recommen-
dations accordingly. Finally, use your own wisdom as guidance. Nothing in this guide is
intended to replace common sense, legal, other professional advice, and is meant to inform
and entertain the reader.
So have fun with your iPhone™ and iPad™ app creation!

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Dedicated to my Dad

14 Three Questions I’m Asked Most Often

15 What Do You Need To Sell On iTunes?

17 How Long Does it Take?

19 What Does it Cost?

20 The Path to Success

21 My Six Phase Process

23 Find a Developer You Love

25 What’s Your Passion?

29 What Sort of Skills Do You Need?

38 What do you do first?

42 Separating the Wheat from the Chaff

45 Secrets to a Killer Design

46 How to Stand Out From the Crowd

48 Product Definition Statement: Your North Star

49 Three Steps to Help You Develop Yours

52 Create a Screen Flow Diagram

55 Pencil and Paper

59 Things You Should Know About the iPad™

63 Critical Market Research

66 Testing on your iDevice Without Objective-C™ Coding

68 Make it Make Sense

71 Apple™ Knows Best

71 Creating Your Own Look and Feel

72 Benefits of Creating a Great App

74 Secrets to Finding a Designer

75 What I Learned from Outsourcing Design

76 Where the Rubber Meets the Road

77 Can’t Afford a Designer?

81 Project Management Basics

82 Time, Money, and Scope

85 The Beauty of Bartering

88 Post Your Project to Elance™

91 Other Places Where Developers Lurk

92 Paying for Experience

93 Pick a Rising Star

93 Help Them Shine

95 Choosing the Right Developer

98 A Day in the Life

99 The Devil is in the Detail

100 Real Contractor Love

103 Milestones and Carrots

105 Putting it to the Test

106 Testing is Your Job

107 Low Tech Advice

107 Detail Matters Here Too

109 When an Issue Becomes a Bug

109 How to Keep Your Developer Happy

110 The 80 percent Rule: When So-So is Good Enough

111 Submitting Your App

112 How Long Until it’s on iTunes™?

113 Create a Distribution Build

114 Create a Great Product Description

114 List of Upcoming Upgrades

115 Then What?

115 Inside iTunes Connect™

117 Customer Love

118 Why Your Customers Are So Great

119 Use Get Satisfaction™ for Support

121 Secrets to Promoting

122 A Sneak Preview

123 Start Promotion Early