How to Build Happiness, Not Apps

Transcript of How to Build Happiness, Not Apps

HOW TO BUILDHappiness, Not Apps

photo credit: http://en.wikipedia.org/wiki/File:Plutchik-wheel.svg

http://www.twitter.com/ryanunger/

https://twitter.com/search?q=%2523amaannual

http://en.wikipedia.org/wiki/File:Plutchik-wheel.svg

RYAN UNGERCTO, 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

let’s first: DEFINE THE

PROBLEM

when it comes toYOUR KPIs,CONSUMERS

are notALTRUISTIC

insteadUSERS ARE:

and youLITERALLYhave a wall of

800,000+ apps to hurdle

IT’S NOT ENOUGH

to just have abrand name

IT’S NOT ENOUGH

to come up withgreat ideas

you mustAPPEAL TO

USER EMOTIONS,and make people

HAPPY

how importantis happiness?

google patentedpay-per-gaze

photo credit: http://sourcefednews.com/google-patents-emotion-tracking-tech-for-ads/

http://sourcefednews.com/google-patents-emotion-tracking-tech-for-ads/

aol tracks users’ unconscious

emotions

photo credit: http://www.mediapost.com/publications/article/202419/#axzz2eU47b6SP

@ryanunger #AMAannual

http://www.mediapost.com/publications/article/202419/%23axzz2eU47b6SP

1,700+ CMOscite building an enduring connection a

top priority

photo credit: http://techcrunch.com/2012/03/10/the-economics-of-emotion/

http://techcrunch.com/2012/03/10/the-economics-of-emotion/

Today You’ll LearnHOW TO:

• Get your app deleted in three simple steps

• Manufacture happiness to create an unfair competitive advantage

getting your app deleted

in three simple steps

some users are loyal, but most are fickle

app user retention

photo credit: http://www.localytics.com/blog/2013/localytics-app-user-retention-data/

http://www.localytics.com/blog/2013/localytics-app-user-retention-data/

step one

IGNORE YOUR AUDIENCE,

and build features forstakeholders

photo credit: http://jessicahische.is/thinkingthoughts

http://jessicahische.is/thinkingthoughts

step two

ASSUME YOU’RE CORRECT,

andignore metrics

photo credit: http://jessicahische.is/thinkingthoughts

http://jessicahische.is/thinkingthoughts

step three

strive toPLEASE

EVERYONE,and

ship average features

photo credit: http://darmano.typepad.com/logic_emotion/2008/12/the-paradox-of-please.html

http://darmano.typepad.com/logic_emotion/2008/12/the-paradox-of-please.html

manufacturing happiness

to create an unfair

advantage

as we’ve seen,PEOPLE

USE EMOTIONSto make

decisions

we use a3-MINUTE RULE

photo credit: http://www.escunited.com/

@ryanunger #AMAannual

http://www.escunited.com/home/three-minute-eurovision-songs-too-short-or-just-right/

what wasOUR AUDIENCE

doing 3-minutesimmediately beforeengagement?

i’ll explain this with aSIMPLE

CASE STUDY

Disclaimer, Punchkick did not create the work shown within this case study.

what do you think ofwhen i say

PAWN SHOP?

photo credit: http://www.new-startups.com/

http://www.new-startups.com/internet/get-access-to-quick-loans-with-lower-interest-through-pawngos-online-pawn-loan-concept/

have you heard ofPawnGo.com?

let’s evaluateTHE 3-SECOND

RULEagainst a few online

pawn shops

what emotions

does Boomerang

Lending address?

what emotions does Internet Pawn address?

how about this one?

what do these companies

HAVE IN COMMON?

in time they got it right

they are all iterationsby the same product owner

LET’S RECAP

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

How to Build Happiness, Not Apps

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Transcript of How to Build Happiness, Not Apps

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