how to build happiness, not apps

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© 2013 Punchkick Interactive Inc. All rights reserved. @ ryanunger #AMAannual HOW TO BUILD Happiness, Not Apps photo credit: http://en.wikipedia.org/wiki/File:Plutchik-wheel.svg

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Page 1: How to Build Happiness, Not Apps

© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual

HOW TO BUILDHappiness, Not Apps

photo credit: http://en.wikipedia.org/wiki/File:Plutchik-wheel.svg

Page 2: How to Build Happiness, Not Apps

© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual

RYAN UNGERCTO, Punchkick Interactive Inc.

Ryan Unger is the Co-founder and Chief Technology Officer of Punchkick Interactive, America’s first design firm to focus exclusively on full-service mobile marketing. Ryan has over 15 years of experience with programming and development, and has dedicated the past seven years exclusively to emerging mobile technologies. Ryan has spearheaded integrated mobile efforts for many of the world’s most well-recognized brands including Allstate, Microsoft, and Harley-Davidson. Unger has a BA/MA in Visual Communication Design from Kent State University.

Translation: obligatory street cred slide

© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual

Page 3: How to Build Happiness, Not Apps

© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual

let’s first: DEFINE THE

PROBLEM

Page 4: How to Build Happiness, Not Apps

© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual

when it comes toYOUR KPIs,CONSUMERS

are notALTRUISTIC

Page 5: How to Build Happiness, Not Apps

© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual

insteadUSERS ARE:

Page 7: How to Build Happiness, Not Apps

© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual

and youLITERALLYhave a wall of

800,000+ apps to hurdle

Page 8: How to Build Happiness, Not Apps

© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual

IT’S NOT ENOUGH

to just have abrand name

Page 9: How to Build Happiness, Not Apps

© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual

IT’S NOT ENOUGH

to come up withgreat ideas

Page 10: How to Build Happiness, Not Apps

© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual

you mustAPPEAL TO

USER EMOTIONS,and make people

HAPPY

Page 11: How to Build Happiness, Not Apps

© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual

how importantis happiness?

Page 12: How to Build Happiness, Not Apps

© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual

google patentedpay-per-gaze

photo credit: http://sourcefednews.com/google-patents-emotion-tracking-tech-for-ads/

Page 13: How to Build Happiness, Not Apps

© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual

aol tracks users’ unconscious

emotions

© 2013 Punchkick Interactive Inc. All rights reserved.

photo credit: http://www.mediapost.com/publications/article/202419/#axzz2eU47b6SP

@ryanunger #AMAannual

Page 14: How to Build Happiness, Not Apps

© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual

1,700+ CMOscite building an enduring connection a

top priority

photo credit: http://techcrunch.com/2012/03/10/the-economics-of-emotion/

Page 15: How to Build Happiness, Not Apps

© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual

Today You’ll LearnHOW TO:

• Get your app deleted in three simple steps

• Manufacture happiness to create an unfair competitive advantage

Page 16: How to Build Happiness, Not Apps

© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual

getting your app deleted

in three simple steps

Page 17: How to Build Happiness, Not Apps

© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual

some users are loyal, but most are fickle

app user retention

photo credit: http://www.localytics.com/blog/2013/localytics-app-user-retention-data/

Page 19: How to Build Happiness, Not Apps

© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual

IGNORE YOUR AUDIENCE,

and build features forstakeholders

Page 22: How to Build Happiness, Not Apps

© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual

ASSUME YOU’RE CORRECT,

andignore metrics

Page 25: How to Build Happiness, Not Apps

© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual

strive toPLEASE

EVERYONE,and

ship average features

Page 27: How to Build Happiness, Not Apps

© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual

manufacturing happiness

to create an unfair

advantage

Page 28: How to Build Happiness, Not Apps

© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual

as we’ve seen,PEOPLE

USE EMOTIONSto make

decisions

Page 29: How to Build Happiness, Not Apps

© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual

we use a3-MINUTE RULE

© 2013 Punchkick Interactive Inc. All rights reserved.

photo credit: http://www.escunited.com/

@ryanunger #AMAannual

Page 30: How to Build Happiness, Not Apps

© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual

what wasOUR AUDIENCE

doing 3-minutesimmediately beforeengagement?

© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual

Page 31: How to Build Happiness, Not Apps

© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual

i’ll explain this with aSIMPLE

CASE STUDY

Disclaimer, Punchkick did not create the work shown within this case study.

Page 32: How to Build Happiness, Not Apps

© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual

what do you think ofwhen i say

PAWN SHOP?

Page 34: How to Build Happiness, Not Apps

© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual

have you heard ofPawnGo.com?

Page 35: How to Build Happiness, Not Apps

© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual

let’s evaluateTHE 3-SECOND

RULEagainst a few online

pawn shops

Page 36: How to Build Happiness, Not Apps

© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual

what emotions

does Boomerang

Lending address?

Page 37: How to Build Happiness, Not Apps

© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual

what emotions does Internet Pawn address?

© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual

Page 38: How to Build Happiness, Not Apps

© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual

how about this one?

© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual

Page 39: How to Build Happiness, Not Apps

© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual

what do these companies

HAVE IN COMMON?

Page 40: How to Build Happiness, Not Apps

© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual

in time they got it right

they are all iterationsby the same product owner

Page 41: How to Build Happiness, Not Apps

© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual

LET’S RECAP

Page 42: How to Build Happiness, Not Apps

© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual

Today’s Key Takeaways:• Appeal to user emotions• Build features for your audience• Test, test, and retest with users• Do a few things exceptionally well• Build products—not projects

© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual