Creating an unfair competitive advantage with test driven product design - mRec 2013

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In the late 90’s, there was a flood of print designers dipping their toes into Web design—some successfully, and some not so much. Today, we see history repeating itself as interactive designers dive into a completely new platform—mobile. And marketers are just trying to keep up.

In this session Punchkick Interactive’s CTO, Ryan Unger, will discuss how responsive Web design has shifted the perception of what’s “acceptable design” for mobile, and how a mobile presence that’s actually designed for mobile will contribute towards creating an unfair competitive advantage over competitors.

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Creating an unfair competitive advantage with test driven product design - mRec 2013

  1. 1. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 CREATING AN UNFAIR COMPETITIVE ADVANTAGE with Test-Driven Product Design © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 photo credit: https://generalassemb.ly
  2. 2. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 RYAN UNGER CTO, Punchkick Interactive Inc. Ryan Unger is the Co-founder and Chief Technology Officer of Punchkick Interactive, a full-service mobile marketing that creates mobile Web sites, and apps, and strategies for the FORTUNE 1,000. 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.© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 @PunchkickMobile
  3. 3. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 Today You’ll Learn HOW TO: • Create Uninspired Experiences in Three Simple Steps • Empathize with your Audience • Design for Happiness
  4. 4. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 but let’s first: IDENTIFY SEVERAL ISSUES
  5. 5. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 you create PRODUCTS, not projects, apps, sites, etc.
  6. 6. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 when it comes to YOUR KPIs, CONSUMERS are not ALTRUISTIC
  7. 7. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 instead USERS ARE:
  8. 8. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
  9. 9. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 IT’S NOT ENOUGH to just have a brand name
  10. 10. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 IT’S NOT ENOUGH to come up with great ideas
  11. 11. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 you must APPEAL TO USER EMOTIONS, and make people HAPPY © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 photo credit: http://en.wikipedia.org/
  12. 12. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 how important is happiness?
  13. 13. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 google patented pay-per-gaze photo credit: http://sourcefednews.com/
  14. 14. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 aol tracks users’ unconscious emotions © 2013 Punchkick Interactive Inc. All rights reserved. photo credit: http://www.mediapost.com/ © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
  15. 15. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 1,700+ CMOs cite building an enduring connection a top priority photo credit: http://techcrunch.com/2012/03/10/the-economics-of-emotion/
  16. 16. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 additionally...
  17. 17. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 I believe that MOST PEOPLE think about design all wrong
  18. 18. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 design isn’t about design, it’s about VISUALLY COMMUNICATING INFORMATION
  19. 19. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 and a designer who is GREAT at content strategy is a UNICORN photo credit: http://mcphee.com/
  20. 20. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 but that’s easily forgotten, because WE THINK WE ARE FAMILIAR with the Web
  21. 21. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 CREATE UNINSPIRED EXPERIENCES in three simple steps
  22. 22. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 step one
  23. 23. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 IGNORE YOUR AUDIENCE, and build features for stakeholders
  24. 24. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 photo credit: http://jessicahische.is/
  25. 25. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 step two
  26. 26. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 ASSUME YOU’RE CORRECT, and ignore user testing
  27. 27. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 photo credit: http://jessicahische.is/
  28. 28. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 step three
  29. 29. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 strive to PLEASE EVERYONE, and ship average features
  30. 30. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 photo credit: http://darmano.typepad.com/
  31. 31. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 EMPATHIZE with your audience
  32. 32. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 there are many ways to run a TEST-DRIVEN DESIGN PROCESS photo credit: http://cargocollective.com
  33. 33. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 I’m going to have google ventures show you an option photo credit: http://www.ipevo.com
  34. 34. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 DESIGN FOR HAPPINESS
  35. 35. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 as we’ve seen, PEOPLE USE EMOTIONS to make decisions
  36. 36. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 at PKI, we use a 3-MINUTE RULE © 2013 Punchkick Interactive Inc. All rights reserved. photo credit: http://www.escunited.com/ © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
  37. 37. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 what was OUR AUDIENCE doing 3-minutes immediately before engagement? © 2013 Punchkick Interactive Inc. All rights reserved.© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
  38. 38. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 i’ll explain this with a SIMPLE CASE STUDY Disclaimer, Punchkick did not create the work shown within this case study.
  39. 39. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 what do you think of when i say PAWN SHOP?
  40. 40. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 photo credit: http://www.new-startups.com/
  41. 41. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 have you heard of PawnGo.com?
  42. 42. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 let’s evaluate THE 3-SECOND RULE against a few online pawn shops
  43. 43. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
  44. 44. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 Boomerang Lending IGNORES the user
  45. 45. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual© 2013 Punchkick Interactive Inc. All rights reserved.© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
  46. 46. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual© 2013 Punchkick Interactive Inc. All rights reserved.© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 Internet Pawn IGNORES the user
  47. 47. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13© 2013 Punchkick Interactive Inc. All rights reserved.© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
  48. 48. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13© 2013 Punchkick Interactive Inc. All rights reserved.© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 Pawngo COMFORTS user anxiety
  49. 49. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 what do these companies HAVE IN COMMON?
  50. 50. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 in time they got it right they are ALL iterations over time by the company
  51. 51. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 LET’S RECAP
  52. 52. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 KEY TAKEAWAYS: • Designers usually aren’t unicorns • Build features for your audience • Use a test-driven design approach • Design for happiness • 3-minute rule for product design © 2013 Punchkick Interactive Inc. All rights reserved.© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13

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