Development Track - ICON14

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.
WHAT YOU THINK YOU KNOW…
IS PROBABLY WRONG

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

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

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

7. The Ultimate Event for Small Business Success.

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

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

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

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

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

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

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

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

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

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

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

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

20. 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

21. 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

22. 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

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

24. 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 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

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

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

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

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

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

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

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

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

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

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

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

36. The Ultimate Event for Small Business Success.
Benefit: I want to quickly was
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

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