How to Build Happiness, Not Apps

© 2013 Punchkick Interactive Inc. All rights reserved. @ryanunger #AMAannual
HOW TO BUILD
Happiness, Not Apps
photo credit: http://en.wikipedia.org/wiki/File:Plutchik-wheel.svg

RYAN UNGER
CTO, 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

let’s first:
DEFINE THE
PROBLEM

when it comes to
YOUR KPIs,
CONSUMERS
are not
ALTRUISTIC

instead
USERS ARE:

and you
LITERALLY
have a wall of
800,000+ apps
to hurdle

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

how important
is happiness?

google patented
pay-per-gaze
photo credit: http://sourcefednews.com/google-patents-emotion-tracking-tech-for-ads/

aol tracks users’
unconscious
emotions
photo credit: http://www.mediapost.com/publications/article/202419/#axzz2eU47b6SP

1,700+ CMOs
cite building an enduring connection a
top priority
photo credit: http://techcrunch.com/2012/03/10/the-economics-of-emotion/

Today You’ll Learn
HOW TO:
• Get your app deleted in three
simple steps
• Manufacture happiness to create
an unfair competitive advantage

getting your
app deleted
in three
simple steps

some users are loyal,
but most are fickle
app user retention
photo credit: http://www.localytics.com/blog/2013/localytics-app-user-retention-data/

step one

IGNORE YOUR
AUDIENCE,
and build features for
stakeholders

photo credit: http://jessicahische.is/thinkingthoughts

step two

ASSUME
YOU’RE CORRECT,
and
ignore metrics

step three

strive to
PLEASE
EVERYONE,
and
ship average
features

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

manufacturing
happiness
to create an
unfair
advantage

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

we use a
3-MINUTE RULE
photo credit: http://www.escunited.com/

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

i’ll explain this with a
SIMPLE
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

what
emotions
does
Boomerang
Lending
address?

how about this one?

what do
these companies
HAVE IN
COMMON?

in time they got it right
they are all iterations
by the same product owner

LET’S RECAP

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

How to Build Happiness, Not Apps

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