Developing mobile apps is not a destination, it is a journey — and a never-ending journey at that. It begins with the conception of an idea to rigorous development, testing and rollout, followed by getting people to know and download your app. That “download” moment is indeed a moment of great joy for the developing organization, but the battle is far from over. Statistics show that in 2017, just 37% of users returned to an application more than 10 times. Another 2016 report revealed that 75% of users uninstall an app within 90 days. The message is clear: unless mobile apps reach their right target users, continue to be useful and deliver exceptional experiences, users will see no reason not to delete those apps.