5 things on MobileFrom Kevin Cheng, co-founder of DON.NA

Based on UNTETHER.tv episode #470:

Putting context and Donna Moss in your

pocket – with Donna co-founder Kevin

Cheng

About Donna

By learning your preferences over time Donna will make you more prepared, productive and efficient. Donna makes you look good.  For example she’ll schedule your meetings, recommend the best routes, notify you when to leave (and if you need an umbrella!), and she’ll alert attendees if you’re running late.

1. Why name it “Donna”

1. To create an emotional connection with the product.

2. It empowers the app and sets expectations by associating the character of “Donna Moss” with the outcome of using it.Donna Moss

2. Three Trends THAT LED TO DONNA

1. The availability of APIs

2. Our personal information is more structured and available online

3. The rise of mobile context - i.e. location, speed, time and date, temperature, distance etc.

3. WHAT IS The “To app” experience1. There is app overload. It often

takes 4-6 app interactions to do what we want to do (i.e. find an address, get directions, get trafic, check a phone number)

2. Donna acts as a filter and comes to you with the right information at the right time instead of forcing you into the app

4. BUILD THE SERVICE, NOT THE APP

1. The app is the “canvas” to interact with Donna today but will not be limited to just this form.

2. To build something that creates a habit it needs to engage with the user where the user is and how the user wants.

5. When do you turn revenue on1. When the service is at a point that the

value is obvious to the user

2. When the user relies enough on the service and that removing it would be painful

3. When the company’s roadmap of features is complete