The Human Body iPad app, developed in collaboration between DK and AKQA, uses interactivity to reveal the structures that make up the human form. We interview Justin Moodie, digital publishing director at DK; and Dan Rosen, head of mobile at AKQA.
DA: How do you balance wanting to be visually interesting with the need to be physiologically accurate?
DR: "This was one of the biggest challenges. The Human Body app provides more detailed annotations and medical depth than any other app on the market. Our goal was to produce an authoritative medical resource whilst maintaining visual beauty, intuitive user experience and technical performance. We've also pushed the iPad's technical capabilities to the limit.
DA: £9.99 is considered a lot for an app (though clearly a lot less than the book). Why are you convinced that people will pay a more-than-average amount for a highly-developed app like The Human Body?
JM: "We spent a lot of time discussing pricing for this product. In the end we chose a price that we believe represents excellent value for the customer and a fair return on our work. I cannot think of another product in the App Store that offers so much content, so well presented, and so useful for this sum of money.
DA: What are you working on now?
JM: "We have apps coming from across our children, adult, travel and Brady Games categories. In addition to The Human Body app we’ve just launched the DK Quick Cook app – the ultimate kitchen companion with over 500 illustrated recipes, sophisticated filtering, a menu planner, shopping lists and add-on packs."