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CREATE PRODUCTS 	

PEOPLE ACTUALLY USE
Ammon Curtis
@ammon_curtisCreate Product People Actually Use
@ammon_curtisCreate Product People Actually Use
@ammon_curtisCreate Product People Actually Use
@ammon_curtisCreate Product People Actually Use
Learn
Ideate
Create	

Evaluate	

Define
Development
HOW DO WE BUILD…	

LEAN...
PITFALLS
@ammon_curtisCreate Product People Actually Use
WHATYOUTHINKYOU KNOW…	

IS PROBABLY WRONG
@ammon_curtisCreate Product People Actually Use
ASSUMING CUSTOMERS	

WANT WHAT I WANT
@ammon_curtisCreate Product People Actually Use
SEEING CUSTOMERS AS	

A NUMBER IN A DATASET
@ammon_curtisCreate Product People Actually Use
NOT UNCOVERING ACTUAL CUSTOMER	

BEHAVIOR AND NEEDS
@ammon_curtisCreate Product People Actually Use
Learn
Ideate
Create	

Evaluate	

Define
Development
LEARN
@ammon_curtisCreate Product People Actually Use
KNOWYOUR	

TARGET
LEARN IDEATE CREATE EVALUATEDEFINE
@ammon_curtisCreate Product People Actually Use
QUANTITATIVE ANALYSIS	

PROVIDESTHE FRAME
LEARN IDEATE CREATE EVALUATEDEFI...
@ammon_curtisCreate Product People Actually Use
CLEARLY,THE MARKET DEMANDED	

MOBILE SOLUTIONS
LEARN IDEATE CREATE EVALUAT...
@ammon_curtisCreate Product People Actually Use
MOBILE	

SALES REP
ITERATION 1
LEARN IDEATE CREATE EVALUATEDEFINE
@ammon_curtisCreate Product People Actually Use
QUALITATIVE DATA	

CREATES FOCUS
LEARN IDEATE CREATE EVALUATEDEFINE
@ammon_curtisCreate Product People Actually Use
ITERATION 2
LEARN IDEATE CREATE EVALUATEDEFINE
SALES REP	

ON-THE-GO
@ammon_curtisCreate Product People Actually Use
OBSERVATIONAL RESEARCH	

APPLIES A FILTER
LEARN IDEATE CREATE EVALUATEDEFI...
@ammon_curtisCreate Product People Actually Use
THE	

NETWORKER
ITERATION 3
LEARN IDEATE CREATE EVALUATEDEFINE
@ammon_curtisCreate Product People Actually Use
PERSONAS CAPTURES	

SHARABLE CONTEXT
LEARN IDEATE CREATE EVALUATEDEFINE
@ammon_curtisCreate Product People Actually Use
CREATE VISUAL REMINDERS	

BUILD EMPATHY
LEARN IDEATE CREATE EVALUATEDEFINE
@ammon_curtisCreate Product People Actually Use
REQUIRE HIGH-MAINTENANCE AND COST AN…	

EXORBITANT AMOUNT
LEARN IDEATE CRE...
@ammon_curtisCreate Product People Actually Use
WILL NEVER BE SATISFIED AND…	

EVENTUALLY LEAVE
LEARN IDEATE CREATE EVALUA...
DEFINE
@ammon_curtisCreate Product People Actually Use
THEY DON’T WANTYOUR PRODUCT	

PEOPLE WANT A BENEFIT
LEARN IDEATE CREATE EV...
@ammon_curtisCreate Product People Actually Use
A PROBLEM…	

IN SEARCH OF A SOLUTION
LEARN CREATE EVALUATEDEFINE IDEATE
@ammon_curtisCreate Product People Actually Use
A SOLUTION…	

IN SEARCH OF A PROBLEM
LEARN CREATE EVALUATEDEFINE IDEATE
@ammon_curtisCreate Product People Actually Use
MOBILE	

SALES REP
I want the ability to quickly pull up relevant informat...
@ammon_curtisCreate Product People Actually Use
I want to be able to quickly add a customer to Infusionsoft and trigger au...
@ammon_curtisCreate Product People Actually Use
THE	

NETWORKER
I want to quickly add a new contact and notes from our con...
@ammon_curtisCreate Product People Actually Use
FIRST-HAND EXPERIENCE OFTHE	

CURRENT REALITY
LEARN CREATE EVALUATEDEFINE ...
@ammon_curtisCreate Product People Actually Use
CAPTURE ALL	

PROBLEM STATEMENTS
1. No clear method to add a contact on a
...
IDEATE
@ammon_curtisCreate Product People Actually Use
TO GET ONE GREAT IDEA	

USE LOTS OF IDEAS
LEARN IDEATE CREATE EVALUATEDEFI...
@ammon_curtisCreate Product People Actually Use
POV
Participate.Affinity. Iterate.
Individual
Affinity
Team
Attack
start
LEA...
@ammon_curtisCreate Product People Actually Use
THE	

NETWORKER
Benefit: I want to quickly add a new contact and notes from...
@ammon_curtisCreate Product People Actually Use
START WITHTHE	

OPTIMAL USER JOURNEY
LEARN IDEATE CREATE EVALUATEDEFINE
In...
@ammon_curtisCreate Product People Actually Use
IDENTIFY AND DRAW	

ROUGH WIREFRAMES
LEARN IDEATE CREATE EVALUATEDEFINE
In...
@ammon_curtisCreate Product People Actually Use LEARN IDEATE CREATE EVALUATEDEFINE
Team
MAP OUTTHE	

CUSTOMER JOURNEY
@ammon_curtisCreate Product People Actually Use
TAKE ALLTHE BEST ELEMENTS…	

ENCOURAGE PLAGIARISM
LEARN IDEATE CREATE EVAL...
@ammon_curtisCreate Product People Actually Use
SOYOU HAVE A SOLUTION, NOW…	

SHOP.ATTACK. RINSE. REPEAT.
LEARN IDEATE CRE...
CREATE
@ammon_curtisCreate Product People Actually Use
BUILD BASED ON	

JOURNEY MAP
LEARN IDEATE CREATE EVALUATEDEFINE
@ammon_curtisCreate Product People Actually Use
WIREFRAME AN	

INTERACTIVE PROTOTYPE
LEARN IDEATE CREATE EVALUATEDEFINE
@ammon_curtisCreate Product People Actually Use
FINALLY IT ISTIMETO CREATE	

HIGH-FIDELITY DESIGN
LEARN IDEATE CREATE EVAL...
EVALUATE
@ammon_curtisCreate Product People Actually Use
DOES IT SOLVETHE PROBLEMS AND	

MEETTHE BENEFIT
LEARN IDEATE CREATE EVALUA...
@ammon_curtisCreate Product People Actually Use
KNOW WHAT	

SUCCESS LOOKS LIKE
LEARN IDEATE CREATE EVALUATEDEFINE
@ammon_curtisCreate Product People Actually Use LEARN IDEATE CREATE EVALUATEDEFINE
DON’TTRUST SURVEYS	

TRUST BEHAVIORS
@ammon_curtisCreate Product People Actually Use LEARN IDEATE CREATE EVALUATEDEFINE
USE REAL CUSTOMERS IN	

REAL SITUATIONS
PRACTICE TIME
@ammon_curtis
Benefit: I want to quickly wash
my car so I can be on my way
Target User: Busy Professional
Task: 	

1. Draw ...
@ammon_curtisCreate Product People Actually Use
Learn
Ideate
Create	

Evaluate	

Define
Development
HOW DO WE BUILD…	

LEAN...
QUESTIONS
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How to Create Products That People Actually Use

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Deciding what to build is one of the most challenging and important tasks for the success of any project, especially when coding. This presentation discussed how Infusionsoft identified a target customer, isolated the reaching demand and launched a product used and loved by thousands of customers. It was intended to elevate your design thinking and then give practice creating useful solutions.

This has been delivered at:
Presented at DesertCode Camp 2014
The Infusionsoft Progression Path

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How to Create Products That People Actually Use

  1. 1. CREATE PRODUCTS PEOPLE ACTUALLY USE Ammon Curtis
  2. 2. @ammon_curtisCreate Product People Actually Use
  3. 3. @ammon_curtisCreate Product People Actually Use
  4. 4. @ammon_curtisCreate Product People Actually Use
  5. 5. @ammon_curtisCreate Product People Actually Use Learn Ideate Create Evaluate Define Development HOW DO WE BUILD… LEAN BENEFIT DESIGN
  6. 6. PITFALLS
  7. 7. @ammon_curtisCreate Product People Actually Use WHATYOUTHINKYOU KNOW… IS PROBABLY WRONG
  8. 8. @ammon_curtisCreate Product People Actually Use ASSUMING CUSTOMERS WANT WHAT I WANT
  9. 9. @ammon_curtisCreate Product People Actually Use SEEING CUSTOMERS AS A NUMBER IN A DATASET
  10. 10. @ammon_curtisCreate Product People Actually Use NOT UNCOVERING ACTUAL CUSTOMER BEHAVIOR AND NEEDS
  11. 11. @ammon_curtisCreate Product People Actually Use Learn Ideate Create Evaluate Define Development
  12. 12. LEARN
  13. 13. @ammon_curtisCreate Product People Actually Use KNOWYOUR TARGET LEARN IDEATE CREATE EVALUATEDEFINE
  14. 14. @ammon_curtisCreate Product People Actually Use QUANTITATIVE ANALYSIS PROVIDESTHE FRAME LEARN IDEATE CREATE EVALUATEDEFINE
  15. 15. @ammon_curtisCreate Product People Actually Use CLEARLY,THE MARKET DEMANDED MOBILE SOLUTIONS LEARN IDEATE CREATE EVALUATEDEFINE
  16. 16. @ammon_curtisCreate Product People Actually Use MOBILE SALES REP ITERATION 1 LEARN IDEATE CREATE EVALUATEDEFINE
  17. 17. @ammon_curtisCreate Product People Actually Use QUALITATIVE DATA CREATES FOCUS LEARN IDEATE CREATE EVALUATEDEFINE
  18. 18. @ammon_curtisCreate Product People Actually Use ITERATION 2 LEARN IDEATE CREATE EVALUATEDEFINE SALES REP ON-THE-GO
  19. 19. @ammon_curtisCreate Product People Actually Use OBSERVATIONAL RESEARCH APPLIES A FILTER LEARN IDEATE CREATE EVALUATEDEFINE
  20. 20. @ammon_curtisCreate Product People Actually Use THE NETWORKER ITERATION 3 LEARN IDEATE CREATE EVALUATEDEFINE
  21. 21. @ammon_curtisCreate Product People Actually Use PERSONAS CAPTURES SHARABLE CONTEXT LEARN IDEATE CREATE EVALUATEDEFINE
  22. 22. @ammon_curtisCreate Product People Actually Use CREATE VISUAL REMINDERS BUILD EMPATHY LEARN IDEATE CREATE EVALUATEDEFINE
  23. 23. @ammon_curtisCreate Product People Actually Use REQUIRE HIGH-MAINTENANCE AND COST AN… EXORBITANT AMOUNT LEARN IDEATE CREATE EVALUATEDEFINE Leeches
  24. 24. @ammon_curtisCreate Product People Actually Use WILL NEVER BE SATISFIED AND… EVENTUALLY LEAVE LEARN IDEATE CREATE EVALUATEDEFINE Churners
  25. 25. DEFINE
  26. 26. @ammon_curtisCreate Product People Actually Use THEY DON’T WANTYOUR PRODUCT PEOPLE WANT A BENEFIT LEARN IDEATE CREATE EVALUATEDEFINE
  27. 27. @ammon_curtisCreate Product People Actually Use A PROBLEM… IN SEARCH OF A SOLUTION LEARN CREATE EVALUATEDEFINE IDEATE
  28. 28. @ammon_curtisCreate Product People Actually Use A SOLUTION… IN SEARCH OF A PROBLEM LEARN CREATE EVALUATEDEFINE IDEATE
  29. 29. @ammon_curtisCreate Product People Actually Use MOBILE SALES REP I want the ability to quickly pull up relevant information, get context and take action on a contact ITERATION 1 LEARN CREATE EVALUATEDEFINE IDEATE
  30. 30. @ammon_curtisCreate Product People Actually Use I want to be able to quickly add a customer to Infusionsoft and trigger automation from my mobile device ITERATION 2 LEARN CREATE EVALUATEDEFINE IDEATE SALES REP ON-THE-GO
  31. 31. @ammon_curtisCreate Product People Actually Use THE NETWORKER I want to quickly add a new contact and notes from our conversation into Infusionsoft and if appropriate place them into a campaign ITERATION 3 LEARN CREATE EVALUATEDEFINE IDEATE
  32. 32. @ammon_curtisCreate Product People Actually Use FIRST-HAND EXPERIENCE OFTHE CURRENT REALITY LEARN CREATE EVALUATEDEFINE IDEATE
  33. 33. @ammon_curtisCreate Product People Actually Use CAPTURE ALL PROBLEM STATEMENTS 1. No clear method to add a contact on a mobile device 2. There isn’t and 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 LEARN CREATE EVALUATEDEFINE IDEATE
  34. 34. IDEATE
  35. 35. @ammon_curtisCreate Product People Actually Use TO GET ONE GREAT IDEA USE LOTS OF IDEAS LEARN IDEATE CREATE EVALUATEDEFINE
  36. 36. @ammon_curtisCreate Product People Actually Use POV Participate.Affinity. Iterate. Individual Affinity Team Attack start LEARN IDEATE CREATE EVALUATEDEFINE *povmethod.com
  37. 37. @ammon_curtisCreate Product People Actually Use THE NETWORKER Benefit: I want to quickly add a new contact and notes from our conversation into Infusionsoft and if appropriate place them into a campaign ITERATION 3Problems: 1.Add contacts on mobile device 2. Capture notes 3. Business card with limited time LEARN IDEATE CREATE EVALUATEDEFINE
  38. 38. @ammon_curtisCreate Product People Actually Use START WITHTHE OPTIMAL USER JOURNEY LEARN IDEATE CREATE EVALUATEDEFINE Individual
  39. 39. @ammon_curtisCreate Product People Actually Use IDENTIFY AND DRAW ROUGH WIREFRAMES LEARN IDEATE CREATE EVALUATEDEFINE Individual
  40. 40. @ammon_curtisCreate Product People Actually Use LEARN IDEATE CREATE EVALUATEDEFINE Team MAP OUTTHE CUSTOMER JOURNEY
  41. 41. @ammon_curtisCreate Product People Actually Use TAKE ALLTHE BEST ELEMENTS… ENCOURAGE PLAGIARISM LEARN IDEATE CREATE EVALUATEDEFINE Team
  42. 42. @ammon_curtisCreate Product People Actually Use SOYOU HAVE A SOLUTION, NOW… SHOP.ATTACK. RINSE. REPEAT. LEARN IDEATE CREATE EVALUATEDEFINE
  43. 43. CREATE
  44. 44. @ammon_curtisCreate Product People Actually Use BUILD BASED ON JOURNEY MAP LEARN IDEATE CREATE EVALUATEDEFINE
  45. 45. @ammon_curtisCreate Product People Actually Use WIREFRAME AN INTERACTIVE PROTOTYPE LEARN IDEATE CREATE EVALUATEDEFINE
  46. 46. @ammon_curtisCreate Product People Actually Use FINALLY IT ISTIMETO CREATE HIGH-FIDELITY DESIGN LEARN IDEATE CREATE EVALUATEDEFINE
  47. 47. EVALUATE
  48. 48. @ammon_curtisCreate Product People Actually Use DOES IT SOLVETHE PROBLEMS AND MEETTHE BENEFIT LEARN IDEATE CREATE EVALUATEDEFINE
  49. 49. @ammon_curtisCreate Product People Actually Use KNOW WHAT SUCCESS LOOKS LIKE LEARN IDEATE CREATE EVALUATEDEFINE
  50. 50. @ammon_curtisCreate Product People Actually Use LEARN IDEATE CREATE EVALUATEDEFINE DON’TTRUST SURVEYS TRUST BEHAVIORS
  51. 51. @ammon_curtisCreate Product People Actually Use LEARN IDEATE CREATE EVALUATEDEFINE USE REAL CUSTOMERS IN REAL SITUATIONS
  52. 52. PRACTICE TIME
  53. 53. @ammon_curtis Benefit: I want to quickly wash my car so I can be on my way Target User: Busy Professional Task: 1. Draw a new wireframe solution Problem: 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 Create Products People Actually Use
  54. 54. @ammon_curtisCreate Product People Actually Use Learn Ideate Create Evaluate Define Development HOW DO WE BUILD… LEAN BENEFIT DESIGN
  55. 55. QUESTIONS

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