Kevin Cheng discusses the mobile app 'Donna', which learns user preferences to enhance productivity by managing tasks like scheduling and providing timely notifications. The app is designed to create emotional connections and addresses information overload by filtering relevant data for users. Key considerations for its development include focusing on service rather than just the app itself and determining the right time to introduce revenue based on user reliance and value perception.

1. 5 things on Mobile
From Kevin Cheng, co-founder of DON.NA
Based on UNTETHER.tv episode #470:
Putting context and Donna Moss in your
pocket – with Donna co-founder Kevin
Cheng

2. About Donna
By learning your preferences over time Donna will
make you more prepared, productive and efficient.
Donna makes you look good. For example she’ll
schedule your meetings, recommend the best routes,
notify you when to leave (and if you need an umbrella!),
and she’ll alert attendees if you’re running late.

3. 1. Why name it “Donna”
1. To create an emotional
connection with the product.
Donna Moss
2. It empowers the app and sets
expectations by associating
the character of “Donna Moss”
with the outcome of using it.

4. 2. Three Trends THAT LED TO DONNA
1. The availability of APIs
2. Our personal information is more
structured and available online
3. The rise of mobile context - i.e. location,
speed, time and date, temperature,
distance etc.

5. 3. WHAT IS The “To app” experience
1. There is app overload. It often
takes 4-6 app interactions to
do what we want to do (i.e.
find an address, get directions,
get trafic, check a phone
number)
2. Donna acts as a filter and
comes to you with the right
information at the right time
instead of forcing you into the
app

6. 4. BUILD THE SERVICE, NOT THE APP
1. The app is the “canvas” to interact with
Donna today but will not be limited to
just this form.
2. To build something that creates a habit it
needs to engage with the user where the
user is and how the user wants.

7. 5. When do you turn revenue on
1. When the service is at a point that the
value is obvious to the user
2. When the user relies enough on the
service and that removing it would be
painful
3. When the company’s roadmap of
features is complete