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 (as a startup or a larger company) that marketers will want to pay for and users will enjoy engaging with.

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

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

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