How is Blue Label Labs different from its competitors?

First, we live and breathe cutting-edge/bleeding-edge technology, so your app will similarly be cutting-edge/bleeding edge with a long “shelf-life”. Second, with a perfect mix of local, domestic and international talent you are guaranteed to get the optimal mix of a high-quality product and a fair price. Third, you will be assigned a dedicated Program Manager (PM) after we’ve established a contract who will be your single point-person for all of your needs and questions. This PM will stay with you for the duration of your relationship with Blue Label Labs and is your conduit to all of the resources we have to offer, thus streamlining your communication and preventing you from having to repeat your message to multiple resources or play air traffic control. Our PMs are the best in the business and we’d be happy to introduce you to a projected PM (and project team) once we’ve got an estimate on the table to discuss. Fourth, the size of Blue Label Labs team (now 64 people strong) means you don’t have to worry about the “single point of failure” issue that exists at smaller shops of just one or two developers, nor the burden paying for the high overhead cost associated with larger shops. Fifth, we have a stronger focus on design than most other shops. We split our design team into two specific functions—Product/User Experience and User Interface. It’s a rare unicorn designer that is good at both thinking through flow and product decisions, as well as branding, colors, logos and overall User Interface. To that end, each project team has both a UX Designer and UI Designer staffed to ensure top notch design. Sixth, with over 7 years of operation and over 250 apps completed, we have both the experience and extensive re-usable code base to ensure your app is built as efficiently and as inexpensively as possible. Seventh, our QA and Testing methodology is rigorous and as important to us as the actual development—meaning your app will be as bug free as is possible. We have a dedicated QA Engineer staffed on every project. This engineer is not the original author of the code ensuring the highest quality results from the QA process. Please see the below sections for more details.

How does Blue Label Labs work with clients?

Blue Label Labs Labs begins most projects with a Discovery, Planning & Design Phase (Phase One). First, we determine the proper technologies and development schedule. Second, the Design teams inherit the User Stories that were drafted during the sales process. User Stories are simple one-liners that outline the activities your users will need to be able to accomplish within the app. These User Stories then get grouped together into meaningful features and feature sets. The Design teams work with the client to finalize the User Stories. Third, our design team sets out creating greyscale wireframes to illustrate how a user will move through the app (i.e., the user experience, UX). Fourth, we transition to full color illustrations/designs that have the final look and feel of the app (i.e., the user interface, UI). Fifth, the app designs are then uploaded into a prototyping platform called Invision that allows our team to create tappable and swipeable “hotspots” so that you can show the app on your phone or via a mocked-up phone in a web browser. At the same time, we draft a Functional Specification document that details the technical hows and whys of the project for the development team. Once that work is complete, we them move on to the Development Phase (Phase Two). The Agile development/engineering team works hand-in-hand with the Program Manager and follows the wireframes and the Functional Specifications to build the app. Our first development goal is the First Deliverable milestone—we call this D1; this is a highly functional build of the app that contains a subset of features agreed upon by Blue Label Labs and the client. We then begin an iterative process of finalizing the remaining features. At the same time, a QA Team builds a full test plan for the app. The QA Team continually performs functional and regression testing on the app, reporting issues to the Project Manager. Learn more about our process here.

How long does it take to complete the average app?

Typically, for our average 4 to 5-month project, the Phase One: Discovery & Planning and Design lasts for approximately 4 to 6 weeks, with Phase Two: Development and Testing Phase occupying the remaining 3 to 4 months. At the end of the Phase Two, the final app is prepared for Deployment. Deployment involves moving any web services and server side components to a production environment and submitting the app to the relevant app store(s).

How much does the average app cost?

If we were in full-swing on a new project, a client can estimate a cost of between $10,000 and $30,000 per two-week sprint ($20,000 to $60,000 per month) for the effort—typically billed bi-weekly. If Blue Label Labs is handling everything from Discovery, Planning & Design through to Deployment in an app store, total app costs average about $120,000 for one “platform”–iOS, Android, Web, etc. That said, it very much depends on the complexity of the design and development required for each individual app, we’ve completed full apps at costs of between $50,000 (a bare-bones, simple MVP/prototype) and $2,000,000 (a full featured, enterprise apps). We provide free, no commitment estimates to clients. After the app is submitted to an app store(s) or pushed live on the web, the Blue Label Labs team monitors the app store and customer reviews and deals with any issues, questions, delays or approvals that arise. We have a great track record with app submissions and make sure that the app submitted is highly likely to be approved without issue. Post approval, a maintenance agreement can be put into place to cover and small issues, minor app edits (e.g., color, image or text changes) and any bugs that might linger. At the end of the project, we will transfer all source code and project files to you and you will remain the sole owner of all IP in the app. After that time, we provide our services at an hourly rate of $120/hour for ad-hoc updates or at an hourly rate of $100/hour for a mutually agreed upon set number of hours in a 6-month retainer. The monthly maintenance cost for the average app is $2,000/month: in other words, a retainer of 20 hours per month at $100 per hour equals $2,000/month and guarantees expedited service vs. ad-hoc requests.

What is the difference between a Native App, a Hybrid App and an HTML5 App?

Native App: A Native App is an app written for a specific platform like iOS or Android—in other words, the app is written in the coding language used for development on that specific platform (Objective-C or Swift for iOS and Java for Android). When you build a Native App, you get access to all the hardware features exposed by the native code APIs and SDKs. For example, Apple iOS Push Notifications are one example of a feature that cannot be supported by an HTML5 App. The graphics and user interface of a Native App are far superior to any Hybrid or HTML5 app. You would choose this option, if you want to use the user interface components from Apple’s proprietary user interface libraries (i.e., the usability is better); you want full device hardware access—cameras, microphone, and geo-location; you want peak performance with no lag; you want users to be able to access the app off-line (i.e., without Internet access); you want access to push notifications and in-app purchase; and you want your app to de discoverable in the app store. On the downside, your code is less portable across operating systems and it is often the most expensive development option. It is our recommendation that if you plan to start a true, revenue generating, app-based business, this is the only viable option. Hybrid App: A Hybrid App is a form of web app that is deployed to a native platform like an iPhone or Android phone inside a native shell. This shell is usually little more than a web browser view (to display the HTML5 content) and some other hooks to allow your web app to potentially access some more hardware features that are not available inside a typical mobile web browser—e.g., push notification and in-app purchases. It improves code portability because if you want to port your app to another platform, you only need a native shell on that other platform to run it, the HTML5 content of the app is directly portable. These shells can be hand written, but can also be generated automatically by tools in the marketplace like React Native, PhoneGap, Cordova or Xamarin. These tools allow a developer to push the app out to multiple platforms (e.g., iOS, Android, Windows Mobile) quickly by generating the shell and packages required to do so automatically. This sounds powerful, and it is, but clearly creators of these third-party platforms have a lot of configurations and hardware to support, and thus, the solutions do not always work the same across all devices, and in practice, testing and hacking of special cases will be required by the developer to get proper functionality. You would choose this option if you want a balance between cost and usability; you want access to some (but not all) of the phone’s native APIs/SDKs and hardware; you want to be able to quickly deploy across multiple device types; and you’re not worried about high-end graphics. On the downside, because these third-party hybrid platforms (e.g., React Native, PhoneGap and Xamarin) need to support so many device types there are always implementation and usability issues to workout. In addition, you will only have access to the features of a new operating system 6+ months AFTER it is released by Apple, Google or Microsoft. In this way, your app will never be able to cutting-edge technology. While we are fully capable of building Hybrid Apps, it is our recommendation that this option is only viable for simple, lo-fi apps that are heavy on text and images, but don’t need much in the way of functionality or user interface. An HTML5 Web App: An HTML5 app is essentially a website with JavaScript code written to allow the app to perform dynamically, as opposed to a static website that you need to refresh to see the changes. It works interactively to make it feel like an app, but it is actually running in a web browser. It is essentially a website, which will support multiple viewports or screen sizes so that it works well on mobile. Because it is running in a browser, it is confined to what is possible within a mobile web browser. You would choose this option if you want to support multiple platforms with the same app/codebase; you want to deploy it on the web; you want the widest possible support across multiple device operating systems and manufacturers; and you want to be able to update your source files on your server and have them immediately deployed to all devices (i.e., removing the need for the app approval process). On the downside, your app is not discoverable in the app stores; it will never look and feel like a true mobile app; and you will have limited access to some of the software and hardware functionality of the phone (e.g., push notifications and cameras). It is our recommendation, that this option is only viable for view-only content where users are not expected to interact in any meaningful way.

Has Blue Label Labs ever transitioned an app the firm has built to a client’s internal development team? What is the typical process and how long does it usually take? Is there a fee for this?

Quite often Blue Label Labs transitions an app to a client’s in-house development team. As part of our regular transition for any client, we transfer all functional specs, wireframes, UI design resources, screen flow maps, passwords/certificates/credentials and source code to the client. We also have extensive experience working in tandem with a client’s existing engineering team. For example, Blue Label Labs will build the front-end experience of an app on top of a client’s existing backend web service and databases. These transitions are the quickest, averaging only a few days, since the Blue Label Labs team and the client team have already been working hand-in-hand for months. If we are handing over a complete project with no prior engagement with the client’s development team, then the transition can take a little longer depending on the support needed. This can range from a few days to a couple weeks. The transition is typically free of charge unless engineering resources are needed to facilitate the transition or the Program Manager is required to spend more than a week on the transition and training. We’ve even helped companies to interview potential new technical team members—e.g., developers and CTOs.

How does Blue Label Labs provide training to a client’s development team so that they could make app enhancements and how much would that training cost?

Along with all the project documentation and support outlined in the answer to the question above, we are happy to provide hands-on training to in-house developers/team members as part of the transition. There is typically no extra charge for this if only a few hours are required. If ongoing training is necessary, for example an in-house developer is not familiar with app development and requires a crash course, then we can offer our services at our hourly rate of $120/hour for training. We’ve even aided our partners in their hiring of their own technical/development team if/when the time is right.

How many designers and developers does Blue Label Labs have on staff? How many work on each client project? Where is the team located? Can the client talk directly to whomever will work on the app?

The Blue Label Labs team is comprised of 64 individuals across its UX Design/Product, UI Design, Development, Program Management, Quality Assurance, Sales, Marketing and Leadership teams. We have 6 Designers, 10 Program Managers, 35 Developers, 3 App Marketers—the remainder of the team is comprised of the Sales, Marketing, Operations & Leadership Teams. Depending on the size of the project, a team of at least 7 Blue Label Labs staffers will work on your project: 1 Program Manager, 1 UX Designer, 1 UI Designer, 1 Technical Architect, 1 Front-End Developer, 1 Back-End Developer, and 1 Quality Assurance Engineer—in addition to the technical and strategic oversight provided by Blue Label Labs leadership. The majority of our Design and Program Manager teams is based in New York City, Seattle and San Francisco areas. The Developers and Quality Assurance Testers are also based in the aforementioned cities, in addition to India-based team members. The Development, Design and QA Teams are managed directly by the Program Manager. The Program Manager is your primary point of contact and the liaison across all other Blue Label Labs team members associated with your project. That said, clients are welcome to speak directly with any individual team member as is needed.

Are projects priced based on “time-and-material” (i.e., hourly) estimate or a “fixed-price” quote?

Projects are priced on a “time-and-material” basis. With 7 years and 250+ apps of experience to our credit, we are able to produce very accurate estimates. We do our best to stay within budget or provide you ample warning if we think we may exceed our initial estimate so we can coordinate how to move forward together with you. Prior client references can vouch for the accuracy of our estimates and can be provided to you upon request.

Is Blue Label Labs able to guarantee that our app will be published in an app store?

Unfortunately, no application can be guaranteed for app store approval. However, Blue Label Labs has successfully built and deployed over 250 apps for the Google Play and Apple iTunes stores. We have a solid understanding and insight into what these stores will typically approve or disapprove of. We will warn you well in advance if any particular aspect of you project poses an approval risk. We have had a handful of instances where an app store has rejected an app for publication; not due to technical issues, but due to legal/business/terms of use issues; however, we successfully appealed ALL of these rejections and these very same apps are now in the app store for download today. We led these appeals on behalf of our clients at no extra charge. If your app is rejected due to technical reasons, we will make all necessary corrections needed to get approval at no extra charge. We are happy to connect you with some of our clients who did face some app store pushback to tell you about the rejection and our successful appeal.

What is Blue Label Labs’ policy regarding correcting defects and publishing an update in the app store?

We provide our services at a blended hourly rate of $120/hour for ad-hoc updates or at blended hourly rate of $100/hour at a mutually agreed upon set number of hours over a 6-month retainer. For example, a retainer of 20 hours a month for $2,000/month guarantees expedited service vs. ad-hoc requests. Ad-hoc requests are handled on a first come, first serve basis across all of our clients and development is based on our team’s earliest availability. The monthly retainer of hours functions much like an extension of the warranty period; issues are addressed within 24-48 hours and development will start as soon as the scope of the issue is defined. For those clients wanting a guaranteed 24 to 48-hour turnaround time on maintenance issues, a 6-month retainer is suggested.

What level of Quality Assurance is included and provided by you in your proposal?

A Quality Assurance (QA) Engineer is assigned to every project and builds a custom test plan for every project during the Discovery, Planning & Design Phase. During the Development & Testing Phase the QA Engineer continually tests the app using functional and regression testing. We test on a wide array of physical devices as needed for a given project. If we are building a backend web service and databases as part of the project, we will also have a set of automated unit tests that are run regularly to verify functionality.

What is Blue Label Labs’ quality assurance (QA) and testing methodology?

We believe that Blue Label Labs’ QA and testing methodology is part of our competitive differentiation. The fact that we dedicate resources to solely this function is something that sets us apart from other development shops for whom testing is simply an afterthought. At Blue Label Labs, QA is handled at all levels of development. There are generally 3 layers of QA/testing that happens for every project: 1.) Internal Development Team Testing Each Development Team has an internal QA Tester along with the Developer Lead who perform basic validation on bug fixes prior to builds being released to the broader Project Manager and QA team. Their validation is to ensure that items within JIRA, which we use alongside Trello, to coordinate team efforts and communicate with clients—are properly remedied according to their descriptions prior to “checking-in” or committing code. When items are resolved by the Development Team they are pulled into the “Testing Done by Dev Team” stack of Trello cards and/or within JIRA. When developing new projects, the Blue Label Labs Development Team will also be responsible for creating “unit tests” for our code so that we can quickly run a basic set of verifications. The dev team does the majority of their testing using iOS and Android app simulators. 2.) Dedicated QA Engineer Each project has a dedicated QA Engineer who sits independently from the Development Team who is responsible for: a.) Drafting a milestone based test plan which outlines a list of black box scenarios to verify and the expected results; b.) Performing smoke and full test pass runs against weekly and milestone builds; c.) Verifying and closing bugs that the Development Team has marked as complete; d.) Working with the Development Team to report issues and regressions; and d.) The QA Engineer takes items from the “Testing Done by Dev Team” Trello stack and verifies whether it is actually fixed. If it is, the Trello card is moved to the “Done (Verified)” pile, or sent back to the “Weekly Priorities” or “Product Backlog” stacks, as appropriate. The QA Engineer will generally perform their tests on 2-3 devices, depending on project requirements. 3.) Project Manager (PM) Testing The final QA gate is the PM who is responsible for quality of the entire product. They will also work with the QA Engineer to verify items have been fixed properly in addition to triaging new issues coming in from the client and the QA Engineer. The PM will appropriately schedule issues to be resolved based on their severity and importance. The PM’s testing is done on actual devices.

Can Blue Label Labs help me with Marketing and PR?

Absolutely. We aim to be your full-service app partner. Our Marketing & PR Offering is designed to help you launch your app and gain marketing exposure. Learn more about our Marketing & PR Offering here.

App Marketing and Business Trends

App Rundown: DoorDash

Apps are what we do here at Blue Label Labs. Every so often, we like to do a deep dive and discuss the finer (and not so fine points) of the user journey on the platform and talk a little about opportunities and shortcomings we observe.

Introducing DoorDash

The DoorDash platform needs little introduction as most of us have either used it or are familiar with the concept. The idea has been around for some time: offer a turnkey delivery solution for businesses to serve food and deliver items like groceries or pet supplies outside the walls of their establishment via a network of contracted drivers. Though they weren’t first on the scene, they’re now one of the biggest on the market. The app automates everything from hosting the menu, transmitting the order, collecting payment, as well as everything the drivers need to accept orders then get the order to the customer’s door. Food delivery has become an integral part of dining, a staple for ghost kitchens, and quite simply, a nice thing to have, even when viruses aren’t running rampant around the globe.

Platforms the app is available on:

iOS, Android, Web (we reviewed the Android version)

Our User Journey

Before we get started, it’s important to note that DoorDash exists as multiple connected apps, meaning there’s a separate app called DoorDash Order Manager for restaurants (it runs exclusively on Android) and the DoorDash Driver app for Android and iOS, each of which provides specific functions for merchants and delivery drivers, respectively. The DoorDash API can also be integrated into customizable mobile apps, such as we see with Chipotle. Here, we’re going to be looking at the customer-facing app to demonstrate the experience it provides for hungry users.

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After you create an account using your third-party login of choice to set up the account (assuming you’re a new user), you’re well on your way to food Mecca, at least in the right markets. Depending on your location, you’ll typically see a couple of rows of non-restaurants for participating local retailers as you can see below – these components can connect under the right circumstances as you’re typically offered a transient option to have your driver stop at, say, a 7-11 along the way to pick up items, so long as you order before a certain time.

You’ll often be greeted with a promotion when opening the app, regardless of whether or not you opted into personalized ads. Bed, Bath, & Beyond is kind of nice, especially when you have fierce brand loyalty to Yankee Candle when you know damn well the candles at Big Lots are a better value.

I decided to go with a healthy option and located a nearby CoreLife Eatery. One thing to point out here is that businesses take advantage of an option that allows them to offer discounts for pick-up orders. Despite the hefty discount for pick up, I opted for delivery because convenience was the greater value at the time.

As with most restaurants on Doordash, you scroll down a little to see popular items listed first, followed by other menu items. If you’ve ordered from an establishment through DoorDash before then one of the first things you’ll usually see is an area that shows your past orders. This makes it easy to reorder items, especially those that you’ve customized. You can also tweak these items again by selecting new customization options which is helpful when you’re looking for the same base item but want to change things up a bit.

The Tuna Poke Fire Warm Rice Bowl caught my eye so I selected it and went forward with the customization process on the next screen. Because the screenshot is huge, you can click here to open a link to the image on Imgur.

Even though I did minimal customization to my order, you can see that they offer fairly substantial customization for everything but the protein – tuna is in the title, after all. Because of the lack of descriptions (and a fear of peanuts and tree nuts), I chose what sounded safe and tasty then moved forward to the confirmation screen then onto the payment.

There are a few payment options to choose from, from cards to services like PayPal, Google Pay, and Apple Pay on iOS. Once the “Place Order” button is tapped, the DoorDash platform goes to work by sending the order to the restaurant and listing your delivery on the driver’s app. There’s an estimated delivery time that varies depending on several factors and if all goes well, your meal will arrive at your door before you succumb to hunger pangs.

What we would consider doing differently

The transaction went smoothly, the food was delivered on time (not always the case with DoorDash), and the food was stellar. From a technical standpoint, everything to make this happen is already well-developed but there are a few things that DoorDash should improve to help users and businesses alike.

CoreLife Eatery is a great example of a business that uses the standalone DoorDash service as well as offer their own app that’s available on Android and iOS. Much like DoorDash, all of their items are immensely customizable which is important for most restaurants, save for those that don’t allow you to modify orders.

A problem, however, stems from the fact that DoorDash doesn’t make it a hard requirement for restaurants to use imagery in order to conduct business through the platform. This makes for a fairly significant issue: food, like anything else, sells better when the customer can see it first. Further, detailed descriptions go a long way in helping a customer make decisions which is a major element of the user journey when ordering through an app. When restaurants don’t do this, they’re less likely to perform at optimal levels, especially with items that lean heavily on the “freshness” of the product, making it crucial for foods on the healthier end of the spectrum like salads.

We know this because most of us have ordered “the one in the picture” before. And if you’re a parent, then you’ve likely bought a candy bar that was eye level with your child as you waited to check out at a store.

So, if you sell French fries, then go the extra step and plug a picture into DoorDash, or at the very least, tell me about them. Are they waffle fries? Crinkle-cut? Curly? For fries, you’re pretty much never going to lose but for other items, more detail is helpful for not just driving sales, but managing expectations as well. If you’ve ever felt a gripping sadness after ordering macaroni and cheese at a restaurant only to see some out-of-a-box disgrace arrive at your table, then you know what I mean.

Knowing that it’s still made with egg and dairy is useful and seeing a picture is helpful when you have a noodle connoisseur for a child. However, the extra description and imagery for side items are missing from the menu in DoorDash so I’d be less likely to order it.

CoreLife took care to make their standalone app far more visually appealing than what you see on DoorDash. There are a few items that sound appealing but without a bit more description, it can be discouraging for those that are less adventurous or need to be “sold” to try something out of the ordinary. Even though CoreLife will likely never get the same traffic from their standalone as the DoorDash app, they should get a better dollar amount spent for every transaction. Plus, they can leverage loyalty rewards which are major drivers for businesses of all flavors.

This is one of the reasons Chipotle does so well through its app. The Chipotle mobile manages to offer a digital experience that closely parallels the in-store experience by incorporating vivid imagery you’d see while watching staff assemble your order behind the glass. That spoonful of guacamole that costs the same as two avocados? There are a handful of psychological tricks in play but most importantly, seeing hi-res items as you would in the store makes you more likely to select them, especially when you’re on the fence.

With that said, there’s nothing too bad about DoorDash, it’s just that there’s some room for improvement that we’ll probably see in time.

What other people are saying

“I prefer Doordash because most minimum orders are only $12, Postmates tries to push you to spend $20 or more and GrubHub is expensive period. The dashers ( most of them are super friendly and I think I only came across one that was a little rude) Customer Service rocks too when it comes to a messed up order or a missing item, they are good about applying credit to your account right away. “ – S. Charles – Smith

“Everytime I’ve used Doordash (embarrassingly quite a LOT) it’s been wonderful! The drivers that I’ve had were the kindest, fastest, and best I’ve had. The app is amazing for me, no issues or bugs! I love the updates it gives you so you know what’s going on with an order. The service in general is just amazing! I’d definitely rate it 11/10!”– Savvy Magee

“Okay so I live in a tiny rural town in ky. Absolutely NOTHING delivers to my house. Not even most pizza places. That’s how far out I live lol. When I discovered food dash imagine my surprise to find out they deliver to my address! And not only that but they have OUT STANDING customer service. I get my food in a timely manner, if I order ice cream it comes nice and cold, burritos it’s nice and hot. Never a problem.” – Ayanna Clark

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We’d just like to point out that we understand DoorDash isn’t perfect. If you’re a regular user, you’ve likely had some kind of issue as well. Just keep that in mind if you decide to read through their vast number of reviews as well as for other on-demand services with many moving parts.

Thoughts on the UI and overall design:

Minus the lack of visuals discussed above, DoorDash is easy to use and its minimalist design just works. I think they could probably mitigate at least some issues if there was a kind of follow-up to confirm your delivery address. I’ve ordered to multiple addresses and have had issues where I’ve sent orders to a location. Other than that, it’s easy to find your way around and keep tabs on new stores that are joining DoorDash.

How the app makes money

DoorDash, like other popular food delivery apps, appeals to businesses because there’s very little upfront cost– most of the money DoorDash makes is through commissions on restaurant sales. Early on, the DoorDash fee was pretty high, coming in around 25% to 30%, which is almost as much Google and Apple charge for in-app purchases. Today, commission rates are as low as 15% as they now offer different tiers of service which allows businesses to pay a lower fee but it passes the cost to customers.

What keeps us coming back

Not having to leave your house is awesome whether it’s because you’re busy working remotely, wrapped up playing some co-op with a buddy on PlayStation, or simply have a case of the “don’t wannas.” DoorDash makes it easy to access a large selection of restaurants and a growing number of convenient stores and other retailers. If you’re not bothered by paying extra to have someone run an errand for you and also leaving a tip – as a decent person does in the US – DoorDash is a great way to get deliciousness or cat food right to your door.

With that said, it’s not hard to find a vast number of complaints from customers on either app’s store from everything from minor snafus like missing Taco Bell sauce packets to orders never arriving and more. Though technology is responsible for some mishaps, many stem from the lean structure that ties together a fairly complex system that includes all different kinds of restaurants. Plus, there’s the fact that their driving network is almost entirely comprised of independent contractors who work when they please.

However, this issue is present in most on-demand delivery services across the food and retail spaces. And though the model has been under some scrutiny for some time, it’s proved to be effective enough for delivery platforms like DoorDash to become wildly successful. Of course, it wouldn’t be surprising to some changes, most likely in the form of either reworked contracts that lead to more consistency or more regular employment.

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