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ICON14: Create Products People Actually Use

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Learn how Infusionsoft identified customer benefits so they could launch a product used by thousands of users. by gaining clarity on who your target is, what they need and coming up with a solution. It will elevate your design thinking to formulate the best solution for your customers.

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ICON14: Create Products People Actually Use

  1. 1. The Ultimate Event for Small Business Success. PEOPLE ACTUALLY USE CREATE PRODUCTS Ammon Curtis Platform Owner, Infusionsoft @ammon_curtis
  2. 2. The Ultimate Event for Small Business Success.
  3. 3. The Ultimate Event for Small Business Success. Learn Ideate Create Evaluate Define Development HOW DO WE BUILD… LEAN BENEFIT DESIGN
  4. 4. The Ultimate Event for Small Business Success. Common pitfalls creating products
  5. 5. The Ultimate Event for Small Business Success. WHAT YOU THINK YOU KNOW… IS PROBABLY WRONG
  6. 6. The Ultimate Event for Small Business Success. ASSUMING CUSTOMERS WANT WHAT I WANT
  7. 7. The Ultimate Event for Small Business Success. NOT UNCOVERING ACTUAL CUSTOMER BEHAVIOR AND NEEDS
  8. 8. The Ultimate Event for Small Business Success. SEEING CUSTOMERS AS A NUMBER IN A DATASET
  9. 9. The Ultimate Event for Small Business Success. First who, then what
  10. 10. The Ultimate Event for Small Business Success.
  11. 11. The Ultimate Event for Small Business Success. QUANTITATIVE ANALYSIS PROVIDES THE FRAME
  12. 12. The Ultimate Event for Small Business Success. MOBILE SALES REP ITERATION 1
  13. 13. The Ultimate Event for Small Business Success. QUALITATIVE DATA CREATES FOCUS
  14. 14. The Ultimate Event for Small Business Success. SALE REP ON-THE-GO ITERATION 2
  15. 15. The Ultimate Event for Small Business Success. OBSERVATIONAL RESEARCH APPLIES A FILTER
  16. 16. The Ultimate Event for Small Business Success. THE NETWORKER ITERATION 3
  17. 17. The Ultimate Event for Small Business Success. PERSONAS CAPTURES SHARABLE CONTEXT
  18. 18. The Ultimate Event for Small Business Success. BUILD PERSONAS AND CREATE EMPATHY
  19. 19. The Ultimate Event for Small Business Success. JOURNEY MAPPING OFFERS A HOLISTIC PERSPECTIVE
  20. 20. The Ultimate Event for Small Business Success. Define the customer needs
  21. 21. The Ultimate Event for Small Business Success. THEY DON’T WANT YOUR PRODUCT PEOPLE WANT A BENEFIT
  22. 22. The Ultimate Event for Small Business Success. A PROBLEM… IN SEARCH OF A SOLUTION
  23. 23. The Ultimate Event for Small Business Success. A SOLUTION… IN SEARCH OF A PROBLEM
  24. 24. The Ultimate Event for Small Business Success. MOBILE SALES REP ITERATION 1 I want the ability to quickly pull up relevant information, get context and take action on a contact
  25. 25. The Ultimate Event for Small Business Success. SALE REP ON-THE-GO ITERATION 2 I want to be able to quickly add a customer to Infusionsoft and trigger automation from my mobile device
  26. 26. The Ultimate Event for Small Business Success. THE NETWORKER ITERATION 3 I want to quickly add a new contact and notes from our conversation into Infusionsoft and if appropriate place them into a campaign
  27. 27. The Ultimate Event for Small Business Success. FIRST-HAND EXPERIENCE OF THE CURRENT REALITY
  28. 28. The Ultimate Event for Small Business Success. CAPTURE ALL PROBLEM STATEMENTS 1. No clear method to add a contact on a mobile device 2. There isn’t an easy way to capture notes about a contact 3. Often contacts give me a business card and I don’t have time to enter all their information
  29. 29. The Ultimate Event for Small Business Success. Ideate ways to solve the need
  30. 30. The Ultimate Event for Small Business Success. POV Participate. Affinity. Iterate. Individual Affinity Team Attack start *povmethod.com
  31. 31. The Ultimate Event for Small Business Success. START WITH THE OPTIMAL USER JOURNEY Individual
  32. 32. The Ultimate Event for Small Business Success. IDENTIFY AND DRAW MEANINGFUL ROUGH WIREFRAMES Individual
  33. 33. The Ultimate Event for Small Business Success. Team MAP OUT THE CUSTOMER JOURNEY
  34. 34. The Ultimate Event for Small Business Success. TAKE ALL THE BEST ELEMENTS… ENCOURAGE PLAGIARISM Team
  35. 35. The Ultimate Event for Small Business Success. DOES IT SOLVE THE PROBLEMS AND MEET THE BENEFIT
  36. 36. The Ultimate Event for Small Business Success. NOW THAT YOU HAVE A SOLUTION… SHOP. ATTACK. RINSE. REPEAT.
  37. 37. The Ultimate Event for Small Business Success. Create solutions
  38. 38. The Ultimate Event for Small Business Success. BUILD BASED ON JOURNEY MAP
  39. 39. The Ultimate Event for Small Business Success. WIREFRAME AN INTERACTIVE PROTOTYPE
  40. 40. The Ultimate Event for Small Business Success. FINALLY IT IS TIME TO CREATE HIGH-FIDELITY DESIGN
  41. 41. The Ultimate Event for Small Business Success. DON’T TRUST SURVEYS TRUST BEHAVIORS
  42. 42. The Ultimate Event for Small Business Success. TIME TO PRACTICE
  43. 43. The Ultimate Event for Small Business Success. Benefit: I want to quickly wash my car so I can be on my way Target User: Busy Professional Problems: 1. I’m overwhelmed and don’t know what action to take 2. I don’t know what payment option to use 3. I want to have confidence that the machine will work. Task: 1. Draw the ideal journey 2. Draw a new wireframe solution
  44. 44. The Ultimate Event for Small Business Success. Thank you! @ammon_curtis

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