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In the late 90’s, there was a flood of print designers dipping their toes into Web design—some successfully, and some not so much. Today, we see history repeating itself as interactive designers dive into a completely new platform—mobile. And marketers are just trying to keep up. In this session Punchkick Interactive’s CTO, Ryan Unger, will discuss how responsive Web design has shifted the perception of what’s “acceptable design” for mobile, and how a mobile presence that’s actually designed for mobile will contribute towards creating an unfair competitive advantage over competitors.
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© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
CREATING AN UNFAIR COMPETITIVE ADVANTAGE
withTest-Driven
Product Design
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
photo credit: https://generalassemb.ly
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
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
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
Today You’ll LearnHOW TO:• Create Uninspired Experiences in
Three Simple Steps• Empathize with your Audience• Design for Happiness
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
but let’s first: IDENTIFY SEVERAL ISSUES
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
you create PRODUCTS,
notprojects, apps,
sites, etc.
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
when it comes toYOUR KPIs,CONSUMERS
are notALTRUISTIC
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
insteadUSERS ARE:
© 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 #mrec13
IT’S NOT ENOUGH
to just have abrand name
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
IT’S NOT ENOUGH
to come up withgreat ideas
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
you mustAPPEAL TOUSER EMOTIONS,and make peopleHAPPY
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
photo credit: http://en.wikipedia.org/
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
how importantis happiness?
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
google patentedpay-per-gaze
photo credit: http://sourcefednews.com/
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
aol tracks users’ unconscious
emotions
© 2013 Punchkick Interactive Inc. All rights reserved.
photo credit: http://www.mediapost.com/
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
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 #mrec13
additionally...
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
I believe that MOST PEOPLE think about design
all wrong
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
design isn’t about design, it’s about
VISUALLY COMMUNICATING
INFORMATION
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13 © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
and a designer who is GREAT
at content strategy is aUNICORN
photo credit: http://mcphee.com/
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
but that’s easily forgotten, becauseWE THINK WE ARE FAMILIAR
with the Web
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
CREATE UNINSPIRED
EXPERIENCESin three
simple steps
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
step one
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
IGNORE YOUR AUDIENCE,
and build features forstakeholders
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
photo credit: http://jessicahische.is/
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
step two
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
ASSUME YOU’RE CORRECT,
andignore user
testing
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
photo credit: http://jessicahische.is/
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
step three
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
strive toPLEASE
EVERYONE,and
ship average features
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
photo credit: http://darmano.typepad.com/
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
EMPATHIZE with your audience
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
there are many ways to run a
TEST-DRIVEN DESIGN PROCESS
photo credit: http://cargocollective.com
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
I’m going to havegoogle venturesshow you an option
photo credit: http://www.ipevo.com
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
DESIGN FOR HAPPINESS
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
as we’ve seen,PEOPLE
USE EMOTIONSto make
decisions
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
at PKI, we use a3-MINUTE RULE
© 2013 Punchkick Interactive Inc. All rights reserved.
photo credit: http://www.escunited.com/
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
what wasOUR AUDIENCE
doing 3-minutesimmediately beforeengagement?
© 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
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 #mrec13
what do you think ofwhen i say
PAWN SHOP?
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
photo credit: http://www.new-startups.com/
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
have you heard ofPawnGo.com?
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
let’s evaluateTHE 3-SECOND
RULEagainst a few online
pawn shops
© 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 #mrec13 © 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
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
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
what do these companies
HAVE IN COMMON?
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
in time they got it right
they are ALL iterationsover time by the company
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
LET’S RECAP
© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13
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
© 2013 Punchkick Interactive Inc. All rights reserved.© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #mrec13