Product designer Aaron Forth describes how apps can be successful in an increasingly crowded mobile market.
Austin, Texas-- Many people have a friend who has lauded Mint.com for "figuring out where my money was going," but most consumers still haven't given the three-year-old personal finances site a chance. Aaron Forth, director of product design for the Mountain View, CA-based company, and his team have been trying to overcome their resistance with mobile and social marketing efforts.
Fresh from his SXSWi address, Forth talked with ClickZ about what makes a mobile app attractive in an era where cutting through app clutter has become more difficult. He also touched on Mint.com's current "Drop Your Debt Challenge" campaign, which uses Facebook and Twitter to get consumers to encourage each other to participate.
In the video interview below, shot in warm-but-windy Austin on late Friday afternoon as SXSW goers started their "Happy Hour" proceedings, Forth addresses his company's key mobile and social goals.
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Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
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