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
with
Test-Driven
Product Design
photo credit: https://generalassemb.ly

RYAN UNGER
CTO, 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 Learn
HOW 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,
not
projects, apps,
sites, etc.

when it comes to
YOUR KPIs,
CONSUMERS
are not
ALTRUISTIC

instead
USERS ARE:

IT’S NOT
ENOUGH
to just have a
brand name

IT’S NOT
ENOUGH
to come up with
great ideas

you must
APPEAL TO
USER EMOTIONS,
and make people
HAPPY
photo credit: http://en.wikipedia.org/

how important
is happiness?

google patented
pay-per-gaze
photo credit: http://sourcefednews.com/

aol tracks users’
unconscious
emotions
© 2013 Punchkick Interactive Inc. All rights reserved.
photo credit: http://www.mediapost.com/

1,700+ CMOs
cite building an enduring connection a
top priority
photo credit: 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 a
UNICORN
photo credit: http://mcphee.com/

but that’s easily
forgotten, because
WE THINK WE
ARE FAMILIAR
with the Web

CREATE
UNINSPIRED
EXPERIENCES
in three
simple steps

step one

IGNORE YOUR
AUDIENCE,
and build features for
stakeholders

photo credit: http://jessicahische.is/

step two

ASSUME
YOU’RE CORRECT,
and
ignore user
testing

step three

strive to
PLEASE
EVERYONE,
and
ship average
features

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

EMPATHIZE
with your
audience

there are many
ways to run a
TEST-DRIVEN
DESIGN PROCESS
photo credit: http://cargocollective.com

I’m going to have
google ventures
show you an option
photo credit: http://www.ipevo.com

DESIGN FOR
HAPPINESS

as we’ve seen,
PEOPLE
USE EMOTIONS
to make
decisions

what was
OUR AUDIENCE
doing 3-minutes
immediately before
engagement?

i’ll explain this with a
SIMPLE
CASE STUDY
Disclaimer, Punchkick did not create the work shown within this case study.

what do you think of
when i say
PAWN SHOP?

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

have you heard of
PawnGo.com?

let’s evaluate
THE 3-SECOND
RULE
against 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
Pawngo COMFORTS
user anxiety

what do
these companies
HAVE IN
COMMON?

in time they got it right
they are ALL iterations
over 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

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