Check the acquisition promise
Read the store headline, screenshots and description. What problem is the app promising to solve?
Study the storefront ↗Morningstar, Inc. · iOS
Explore the ad evidence, study the storefront, and build your next acquisition hypothesis.
01 / Creative research
Read the store headline, screenshots and description. What problem is the app promising to solve?
Study the storefront ↗Explore apps with direct store-link matches. Compare their hooks and formats without assuming the same approach works here.
Browse observed advertisers ↗Store rankings and revenue estimates describe market context. They do not establish ad spend, conversions or ROAS.
Review the market context ↗02 / Storefront & product
Study the product story and store experience behind the acquisition funnel.
03 / Market context
Keep revenue, downloads and store rankings separate from advertising performance.
The Morningstar app has been my go-to investment app for years. It’s been reliable anf gseful- loved it. Suddenly, in the last few weeks, that reliability is gone. The first app refresh a few weeks ago resulted in repeated crashes. I could not open the app. About a week ago another app refresh rolled out which fixed that. Then, two days ago another refresh rolled out, - ironically billed as “fixing crash issues”. Guess what - it is back to repeated crashes and I can’t open it. While the content of this app is great, the tech architecture and user experience is some of the worst I’ve ever seen. The executive who Is responsible for this situation at Morningstar NEEDS TO GO AWAY. Meanwhile I’ll just go away to another platform.
What was an A- app seems to be drifting to B range. With most recent version of the app, a number of personal portfolios no longer load. Previous updates took away certain sorting abilities and when you run the same stock screen minutes apart, somehow get very different results. This could be a great product, but technical errors in execution over last 2-3 years combined with questionable “enhancement” is worrisome.
About a month after I signed up for my premium membership, all the sound on your videos, etc. on your app quit for no reason I could find. The first customer service rep I called also saw that her iPad exhibited the same problem during my call and referred the problem to your technical staff. Interestingly, the sound did play on my headphones, Bluetooth and hard-wired, but no sound comes through the speakers, which do work. Over the last two months, I have called your customer service staff several times about this continuing problem. They have all told me generally the same thing, ‘we’ll have to elevate this’ and ‘we’ll get back to you about this,’ though one rep did tell me to use my headphones in the meantime. In all this time, to my knowledge your staff has NEVER sent me response. I called Apple tech support last week. After a brief investigation they said the fault was with your app, not my iPad. Your app is supposed to work. If you’re not willing to even follow up with me, let alone fix the problem, what do I need with your app, or your service? I’m about ready to cancel my account.
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| Name | Price | Type |
|---|---|---|
| Morningstar Premium Membership (Monthly) | $34.99 | Monthly |
| Morningstar Premium Membership (Annual) | $249.99 | Yearly |