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Building for the user

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The Concepts Behind Thinking User First in Consumer & Ad Product Development Building for the user Jack Krawczyk @JackK


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Hello, I’m Jack.


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I’ve had the opportunity to work on some fun products…


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If I’ve learned one thing… You do not build ad products for advertisers.


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If I’ve learned one thing… You build ad products for users.


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If I’ve learned one thing… What is good for the user is good for the advertiser.


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All good ad products are good consumer products first.


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So… What makes a good consumer product? I’m glad you asked.


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Context Trigger Activity Reward


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Context Trigger Activity Reward The current activity, location or mindset of your user.


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Context Trigger Activity Reward The moment that inspires turning to your product.


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Context Trigger Activity Reward The thing that people do when they use your product.


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Context Trigger Activity Reward The warm and fuzzies.


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Real World Examples


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Context Trigger Activity Reward Out with friends, doing something fun, feeling… amorous.


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Context Trigger Activity Reward This moment reminds me of someone.


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Context Trigger Activity Reward


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Context Trigger Activity Reward I feel more connected with my friends.


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Real World Examples


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Context Trigger Activity Reward I’m interested in buying a house.


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Context Trigger Activity Reward I need to know what’s available.


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Context Trigger Activity Reward


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Context Trigger Activity Reward


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Context Trigger Activity Reward I’m going to check out those 3 houses.


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Real World Examples


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Context Trigger Activity Reward


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Context Trigger Activity Reward I’m about to start an endeavor.


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Context Trigger Activity Reward


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Context Trigger Activity Reward The music keeps me company.


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Real World Examples


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Context Trigger Activity Reward I’m feeling lonely.


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Context Trigger Activity Reward I’m feeling lonely.


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Context Trigger Activity Reward I’m going to find someone for this weekend.


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Context Trigger Activity Reward


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Context Trigger Activity Reward Date set for this weekend!


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What’s the common story between these?


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All good ad products are good consumer products first.


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Every good product does one thing


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One feature will drive the majority of your usage. Make it count.


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Secondary Features


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Secondary Features


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Every good product does one thing That’s what you build your ad product to do.


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Native Advertising Paying for the right to become a part of the user experience.


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I read posts to catch up with the people I know. Facebook


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Facebook


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I read stories that make me laugh. Buzzfeed


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Buzzfeed


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I listen to audio. Pandora


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Pandora


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Native Advertising Aligning your ads with the user context, trigger, activity, and reward.


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All good ad products are good consumer products first.


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Q & A Hit me up! @jackk linkedin.com/thepolishjack


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