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.

### 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

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How to Build Happiness, Not Apps

  1. 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. 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. 3. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual let’s first: DEFINE THE PROBLEM
  4. 4. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual when it comes to YOUR KPIs, CONSUMERS are not ALTRUISTIC
  5. 5. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual instead USERS ARE:
  6. 6. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual
  7. 7. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual and you LITERALLY have a wall of 800,000+ apps to hurdle
  8. 8. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual IT’S NOT ENOUGH to just have a brand name
  9. 9. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual IT’S NOT ENOUGH to come up with great ideas
  10. 10. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual you must APPEAL TO USER EMOTIONS, and make people HAPPY
  11. 11. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual how important is happiness?
  12. 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. 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. 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. 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. 16. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual getting your app deleted in three simple steps
  17. 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. 18. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual step one
  19. 19. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual IGNORE YOUR AUDIENCE, and build features for stakeholders
  20. 20. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual photo credit: http://jessicahische.is/thinkingthoughts
  21. 21. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual step two
  22. 22. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual ASSUME YOU’RE CORRECT, and ignore metrics
  23. 23. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual photo credit: http://jessicahische.is/thinkingthoughts
  24. 24. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual step three
  25. 25. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual strive to PLEASE EVERYONE, and ship average features
  26. 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. 27. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual manufacturing happiness to create an unfair advantage
  28. 28. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual as we’ve seen, PEOPLE USE EMOTIONS to make decisions
  29. 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. 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. 31. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual i’ll explain this with a SIMPLE CASE STUDY
  32. 32. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual what do you think of when i say PAWN SHOP?
  33. 33. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual photo credit: http://www.new-startups.com/
  34. 34. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual have you heard of PawnGo.com?
  35. 35. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual let’s evaluate THE 3-SECOND RULE against a few online pawn shops
  36. 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. 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. 38. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual how about this one? © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual
  39. 39. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual what do these companies HAVE IN COMMON?
  40. 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. 41. © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual LET’S RECAP
  42. 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

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