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

© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13

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

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.

© 2013 Punchkick Interactive Inc. All rights reserved.© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13

@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

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/

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


aol tracks users’ unconscious

emotions

© 2013 Punchkick Interactive Inc. All rights reserved.

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


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

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/

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

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/








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

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

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

http://www.ipevo.com


DESIGN FOR HAPPINESS






as we’ve seen,PEOPLE

USE EMOTIONSto make

decisions






at PKI, we use a3-MINUTE RULE

© 2013 Punchkick Interactive Inc. All rights reserved.

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


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

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/

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





© 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





© 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

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