© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual
HOW TO BUILDHappiness, Not Apps
photo credit: http://en.wikipedia.org/wiki/File:Plutchik-wheel.svg
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual
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
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual
let’s first: DEFINE THE
PROBLEM
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual
when it comes toYOUR KPIs,CONSUMERS
are notALTRUISTIC
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual
insteadUSERS ARE:
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© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual
and youLITERALLYhave a wall of
800,000+ apps to hurdle
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual
IT’S NOT ENOUGH
to just have abrand name
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual
IT’S NOT ENOUGH
to come up withgreat ideas
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual
you mustAPPEAL TO
USER EMOTIONS,and make people
HAPPY
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual
how importantis happiness?
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual
google patentedpay-per-gaze
photo credit: http://sourcefednews.com/google-patents-emotion-tracking-tech-for-ads/
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual
aol tracks users’ unconscious
emotions
© 2013 Punchkick Interactive Inc. All rights reserved.
photo credit: http://www.mediapost.com/publications/article/202419/#axzz2eU47b6SP
@ryanunger #AMAannual
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual
1,700+ CMOscite building an enduring connection a
top priority
photo credit: http://techcrunch.com/2012/03/10/the-economics-of-emotion/
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual
Today You’ll LearnHOW TO:
• Get your app deleted in three simple steps
• Manufacture happiness to create an unfair competitive advantage
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual
getting your app deleted
in three simple steps
© 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/
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual
step one
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IGNORE YOUR AUDIENCE,
and build features forstakeholders
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual
photo credit: http://jessicahische.is/thinkingthoughts
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual
step two
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ASSUME YOU’RE CORRECT,
andignore metrics
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual
photo credit: http://jessicahische.is/thinkingthoughts
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual
step three
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual
strive toPLEASE
EVERYONE,and
ship average features
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual
photo credit: http://darmano.typepad.com/logic_emotion/2008/12/the-paradox-of-please.html
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual
manufacturing happiness
to create an unfair
advantage
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual
as we’ve seen,PEOPLE
USE EMOTIONSto make
decisions
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual
we use a3-MINUTE RULE
© 2013 Punchkick Interactive Inc. All rights reserved.
photo credit: http://www.escunited.com/
@ryanunger #AMAannual
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual
what wasOUR AUDIENCE
doing 3-minutesimmediately beforeengagement?
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual
i’ll explain this with aSIMPLE
CASE STUDY
Disclaimer, Punchkick did not create the work shown within this case study.
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual
what do you think ofwhen i say
PAWN SHOP?
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual
photo credit: http://www.new-startups.com/
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual
have you heard ofPawnGo.com?
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let’s evaluateTHE 3-SECOND
RULEagainst a few online
pawn shops
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what emotions
does Boomerang
Lending address?
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what emotions does Internet Pawn address?
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual
how about this one?
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual
what do these companies
HAVE IN COMMON?
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual
in time they got it right
they are all iterationsby the same product owner
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual
LET’S RECAP
© 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