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Building for the User: Things Learned While Building Native Advertising Products
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Building for the User: Things Learned While Building Native Advertising Products

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Building ad-supported software often requires balancing the line between what advertisers want and how your user experience works. In this talk, we will review the core tenets behind building software …

Building ad-supported software often requires balancing the line between what advertisers want and how your user experience works. In this talk, we will review the core tenets behind building software (as a startup or a larger company) that marketers will want to pay for and users will enjoy engaging with.

Published in: Technology, Business

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  • 1. @jackk The Concepts Behind Thinking User First in Consumer & Ad Product Development BUILDING FOR THE USER Jack Krawczyk @JackK
  • 2. @jackk Hello, I’m Jack.
  • 3. @jackk I’ve had the opportunity to work on some fun products…
  • 4. @jackk If I’ve learned one thing… You do not build ad products for advertisers.
  • 5. @jackk If I’ve learned one thing… You build ad products for users.
  • 6. @jackk If I’ve learned one thing… What is good for the user is good for the advertiser.
  • 7. @jackk All good ad products are good consumer products first.
  • 8. @jackk So… What makes a good consumer product? I’m glad you asked.
  • 9. @jackk Context Trigger Activity Reward
  • 10. @jackk Context Trigger Activity Reward The current activity, location or mindset of your user.
  • 11. @jackk Context Trigger Activity Reward The moment that inspires turning to your product.
  • 12. @jackk Context Trigger Activity Reward The thing that people do when they use your product.
  • 13. @jackk Context Trigger Activity Reward The warm and fuzzies.
  • 14. @jackk Real World Examples
  • 15. @jackk Context Trigger Activity Reward Out with friends, doing something fun, feeling… amorous.
  • 16. @jackk Context Trigger Activity Reward This moment reminds me of someone.
  • 17. @jackk Context Trigger Activity Reward
  • 18. @jackk Context Trigger Activity Reward I feel more connected with my friends.
  • 19. @jackk Real World Examples
  • 20. @jackk Context Trigger Activity Reward I’m interested in buying a house.
  • 21. @jackk Context Trigger Activity Reward I need to know what’s available.
  • 22. @jackk Context Trigger Activity Reward
  • 23. @jackk Context Trigger Activity Reward
  • 24. @jackk Context Trigger Activity Reward I’m going to check out those 3 houses.
  • 25. @jackk Real World Examples
  • 26. @jackk Context Trigger Activity Reward
  • 27. @jackk Context Trigger Activity Reward I’m about to start an endeavor.
  • 28. @jackk Context Trigger Activity Reward
  • 29. @jackk Context Trigger Activity Reward The music keeps me company.
  • 30. @jackk Real World Examples
  • 31. @jackk Context Trigger Activity Reward I’m feeling lonely.
  • 32. @jackk Context Trigger Activity Reward I’m feeling lonely.
  • 33. @jackk Context Trigger Activity Reward I’m going to find someone for this weekend.
  • 34. @jackk Context Trigger Activity Reward
  • 35. @jackk Context Trigger Activity Reward Date set for this weekend!
  • 36. @jackk What’s the common story between these?
  • 37. @jackk
  • 38. @jackk All good ad products are good consumer products first.
  • 39. @jackk Every good product does one thing
  • 40. @jackk One feature will drive the majority of your usage. Make it count.
  • 41. @jackk
  • 42. @jackk Secondary Features
  • 43. @jackk
  • 44. @jackk Secondary Features
  • 45. @jackk Every good product does one thing That’s what you build your ad product to do.
  • 46. @jackk Native Advertising Paying for the right to become a part of the user experience.
  • 47. @jackk I read posts to catch up with the people I know. Facebook
  • 48. @jackk Facebook
  • 49. @jackk I read stories that make me laugh. Buzzfeed
  • 50. @jackk Buzzfeed
  • 51. @jackk I listen to audio. Pandora
  • 52. @jackk Pandora
  • 53. @jackk Native Advertising Aligning your ads with the user context, trigger, activity, and reward.
  • 54. @jackk All good ad products are good consumer products first.
  • 55. @jackk Q & A Hit me up! @jackk linkedin.com/thepolishjack