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

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

CREATING AN UNFAIR COMPETITIVE ADVANTAGE

withTest-Driven

Product Design

photo credit: https://generalassemb.ly

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

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

https://generalassemb.ly/education/agile-mobile-design-workshop-series

RYAN UNGERCTO, 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.

@PunchkickMobile

Today You’ll LearnHOW TO:• Create Uninspired Experiences in

Three Simple Steps• Empathize with your Audience• Design for Happiness

but let’s first: IDENTIFY SEVERAL ISSUES

you create PRODUCTS,

notprojects, apps,

sites, etc.

when it comes toYOUR KPIs,CONSUMERS

are notALTRUISTIC

insteadUSERS ARE:

IT’S NOT ENOUGH

to just have abrand name

IT’S NOT ENOUGH

to come up withgreat ideas

you mustAPPEAL TOUSER EMOTIONS,and make peopleHAPPY

photo credit: http://en.wikipedia.org/

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

how importantis happiness?

google patentedpay-per-gaze

photo credit: http://sourcefednews.com/

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

aol tracks users’ unconscious

emotions

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

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/

additionally...

I believe that MOST PEOPLE think about design

all wrong

design isn’t about design, it’s about

VISUALLY COMMUNICATING

INFORMATION

and a designer who is GREAT

at content strategy is aUNICORN

photo credit: http://mcphee.com/

http://mcphee.com/shop/inflatable-unicorn-horn.html

but that’s easily forgotten, becauseWE THINK WE ARE FAMILIAR

with the Web

CREATE UNINSPIRED

EXPERIENCESin three

simple steps

step one

IGNORE YOUR AUDIENCE,

and build features forstakeholders

photo credit: http://jessicahische.is/

http://jessicahische.is/thinkingthoughts

step two

ASSUME YOU’RE CORRECT,

andignore user

testing

photo credit: http://jessicahische.is/

http://jessicahische.is/thinkingthoughts

step three

strive toPLEASE

EVERYONE,and

ship average features

photo credit: http://darmano.typepad.com/

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

EMPATHIZE with your audience

there are many ways to run a

TEST-DRIVEN DESIGN PROCESS

photo credit: http://cargocollective.com

http://cargocollective.com/angelaepark/PT-Portal-Capstone-Project

I’m going to havegoogle venturesshow you an option

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

http://www.ipevo.com

DESIGN FOR HAPPINESS

as we’ve seen,PEOPLE

USE EMOTIONSto make

decisions

at PKI, we use a3-MINUTE RULE

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

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

Boomerang Lending IGNORES the user

© 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

© 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

what do these companies

HAVE IN COMMON?

in time they got it right

they are ALL iterationsover time by the company

LET’S RECAP

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

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

Design

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

Unfair Advantage - Financial Transparency Coalition

Moneyball for B2B Lead Gen: How to Gain An Unfair Advantage

The Unfair Advantage

YOUR UNFAIR ADVANTAGE IN EVENT MANAGEMENTd3mht3odfrkps7.cloudfront.net/discussion_papers/... · 2017-03-07 · YOUR UNFAIR ADVANTAGE IN EVENT MANAGEMENT NEW GEN LEADERS Create the

This text was adapted by The Saylor Foundation under a ......6) Unfair advantage (cheating) The idea of unfair advantage occurs when one person clearly has more power to control the

"An Unfair Advantage"? Combining Banking with Private Equity ...

The Unfair Advantage of Inbound Marketing

UTILITY ANCHOR Benefits SYSTEMS THE UNFAIR ADVANTAGE

Video Priming – How to Give Your Acquisition Campaigns an Unfair Advantage

New Agent Unfair Advantage

Small Business Steroids- get an unfair advantage with effective Small Business marketing

PUA NOTES: The Unfair Advantage

Unfair Advantage Listing Presentation

GAFAnomics: Using APIs to gain unfair competitive advantage in the network economy

2013 agent unfair advantage

LMAtech2013: The unfair advantage of actionable business intelligence in the law firm

BEST PRACTICE: Creativity. The unfair business advantage

BDMSummit 2017 - Валерія Байда "Unfair Advantage"

How to get a Nearly Unfair Advantage with Competitive PPC Data

UNFAIR ADVANTAGE - Human Rights Watch