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How to Build Happiness, Not Apps

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Ryan Unger, Co-Founder and CTO of Punchkick Interactive discusses the importance of emotion and context as part of product development for mobile and Web. …

Ryan Unger, Co-Founder and CTO of Punchkick Interactive discusses the importance of emotion and context as part of product development for mobile and Web.

### Follow Ryan at http://www.twitter.com/ryanunger/


FROM THE 2013 AMERICAN MARKETING ASSOCIATION'S (AMA) ANNUAL MARKETING CONFERENCE IN NEW ORLEANS:
Drawing on several years of experience in helping build products and interactive campaigns for some of the world's largest brands, Ryan will walk through some keys to building campaigns, apps, and interactions that best give brands, clients, users, customers—people—the thing we all want more than downloads and retweets and page views and shipped widgets. Happiness.

YOU'LL LEARN HOW TO:
+ Get your app deleted in three simple steps
+ Manufacture happiness to create an unfair competitive advantage

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

Published in Technology , Business
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  • 1. © 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
  • 2. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual RYAN UNGER CTO, 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
  • 3. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual let’s first: DEFINE THE PROBLEM
  • 4. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual when it comes to YOUR KPIs, CONSUMERS are not ALTRUISTIC
  • 5. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual instead USERS ARE:
  • 6. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual
  • 7. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual and you LITERALLY have a wall of 800,000+ apps to hurdle
  • 8. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual IT’S NOT ENOUGH to just have a brand name
  • 9. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual IT’S NOT ENOUGH to come up with great ideas
  • 10. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual you must APPEAL TO USER EMOTIONS, and make people HAPPY
  • 11. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual how important is happiness?
  • 12. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual google patented pay-per-gaze photo credit: http://sourcefednews.com/google-patents-emotion-tracking-tech-for-ads/
  • 13. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual aol tracks users’ unconscious emotions © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual photo credit: http://www.mediapost.com/publications/article/202419/#axzz2eU47b6SP
  • 14. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual 1,700+ CMOs cite building an enduring connection a top priority photo credit: http://techcrunch.com/2012/03/10/the-economics-of-emotion/
  • 15. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual Today You’ll Learn HOW TO: • Get your app deleted in three simple steps • Manufacture happiness to create an unfair competitive advantage
  • 16. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual getting your app deleted in three simple steps
  • 17. © 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/
  • 18. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual step one
  • 19. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual IGNORE YOUR AUDIENCE, and build features for stakeholders
  • 20. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual photo credit: http://jessicahische.is/thinkingthoughts
  • 21. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual step two
  • 22. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual ASSUME YOU’RE CORRECT, and ignore metrics
  • 23. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual photo credit: http://jessicahische.is/thinkingthoughts
  • 24. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual step three
  • 25. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual strive to PLEASE EVERYONE, and ship average features
  • 26. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual photo credit: http://darmano.typepad.com/logic_emotion/2008/12/the-paradox-of-please.html
  • 27. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual manufacturing happiness to create an unfair advantage
  • 28. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual as we’ve seen, PEOPLE USE EMOTIONS to make decisions
  • 29. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual we use a 3-MINUTE RULE © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual photo credit: http://www.escunited.com/
  • 30. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual what was OUR AUDIENCE doing 3-minutes immediately before engagement? © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual
  • 31. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual i’ll explain this with a SIMPLE CASE STUDY
  • 32. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual what do you think of when i say PAWN SHOP?
  • 33. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual photo credit: http://www.new-startups.com/
  • 34. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual have you heard of PawnGo.com?
  • 35. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual let’s evaluate THE 3-SECOND RULE against a few online pawn shops
  • 36. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual what emotions does Boomerang Lending address? © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual
  • 37. © 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
  • 38. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual how about this one? © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual
  • 39. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual what do these companies HAVE IN COMMON?
  • 40. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual in time they got it right they are all iterations by the same product owner
  • 41. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual LET’S RECAP
  • 42. © 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