1.
The Ultimate Event for Small Business Success.
PEOPLE ACTUALLY USE
CREATE PRODUCTS
Ammon Curtis
Platform Owner, Infusionsoft
@ammon_curtis

2.
The Ultimate Event for Small Business Success.

3.
The Ultimate Event for Small Business Success.
Learn
Ideate
Create
Evaluate
Define
Development
HOW DO WE BUILD…
LEAN BENEFIT DESIGN

4.
The Ultimate Event for Small Business Success.
Common pitfalls creating
products

5.
The Ultimate Event for Small Business Success.
WHAT YOU THINK YOU KNOW…
IS PROBABLY WRONG

6.
The Ultimate Event for Small Business Success.
ASSUMING CUSTOMERS
WANT WHAT I WANT

7.
The Ultimate Event for Small Business Success.
NOT UNCOVERING ACTUAL CUSTOMER
BEHAVIOR AND NEEDS

8.
The Ultimate Event for Small Business Success.
SEEING CUSTOMERS AS
A NUMBER IN A DATASET

9.
The Ultimate Event for Small Business Success.
First who, then what

10.
The Ultimate Event for Small Business Success.

11.
The Ultimate Event for Small Business Success.
QUANTITATIVE ANALYSIS
PROVIDES THE FRAME

12.
The Ultimate Event for Small Business Success.
MOBILE
SALES REP
ITERATION 1

13.
The Ultimate Event for Small Business Success.
QUALITATIVE DATA
CREATES FOCUS

14.
The Ultimate Event for Small Business Success.
SALE REP
ON-THE-GO
ITERATION 2

15.
The Ultimate Event for Small Business Success.
OBSERVATIONAL RESEARCH
APPLIES A FILTER

16.
The Ultimate Event for Small Business Success.
THE
NETWORKER
ITERATION 3

17.
The Ultimate Event for Small Business Success.
PERSONAS CAPTURES
SHARABLE CONTEXT

18.
The Ultimate Event for Small Business Success.
BUILD PERSONAS AND
CREATE EMPATHY

19.
The Ultimate Event for Small Business Success.
JOURNEY MAPPING OFFERS A
HOLISTIC PERSPECTIVE

20.
The Ultimate Event for Small Business Success.
Define the customer needs

21.
The Ultimate Event for Small Business Success.
THEY DON’T WANT YOUR PRODUCT
PEOPLE WANT A BENEFIT

22.
The Ultimate Event for Small Business Success.
A PROBLEM…
IN SEARCH OF A SOLUTION

23.
The Ultimate Event for Small Business Success.
A SOLUTION…
IN SEARCH OF A PROBLEM

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.
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.
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.
The Ultimate Event for Small Business Success.
FIRST-HAND EXPERIENCE OF THE
CURRENT REALITY

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.
The Ultimate Event for Small Business Success.
Ideate ways to solve the need

30.
The Ultimate Event for Small Business Success.
POV
Participate. Affinity. Iterate.
Individual
Affinity
Team
Attack
start
*povmethod.com

31.
The Ultimate Event for Small Business Success.
START WITH THE
OPTIMAL USER JOURNEY Individual

32.
The Ultimate Event for Small Business Success.
IDENTIFY AND DRAW MEANINGFUL
ROUGH WIREFRAMES Individual

33.
The Ultimate Event for Small Business Success.
Team
MAP OUT THE
CUSTOMER JOURNEY

34.
The Ultimate Event for Small Business Success.
TAKE ALL THE BEST ELEMENTS…
ENCOURAGE PLAGIARISM
Team

35.
The Ultimate Event for Small Business Success.
DOES IT SOLVE THE PROBLEMS AND
MEET THE BENEFIT

36.
The Ultimate Event for Small Business Success.
NOW THAT YOU HAVE A SOLUTION…
SHOP. ATTACK. RINSE. REPEAT.

37.
The Ultimate Event for Small Business Success.
Create solutions

38.
The Ultimate Event for Small Business Success.
BUILD BASED ON
JOURNEY MAP

39.
The Ultimate Event for Small Business Success.
WIREFRAME AN
INTERACTIVE PROTOTYPE

40.
The Ultimate Event for Small Business Success.
FINALLY IT IS TIME TO CREATE
HIGH-FIDELITY DESIGN

41.
The Ultimate Event for Small Business Success.
DON’T TRUST SURVEYS
TRUST BEHAVIORS

42.
The Ultimate Event for Small Business Success.
TIME TO PRACTICE

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.
The Ultimate Event for Small Business Success.
Thank you!
@ammon_curtis