ammon curtis - product ideation: how to create products that people really use

The Ultimate Event for Small Business Success.

PEOPLE ACTUALLY USECREATE PRODUCTS

Ammon CurtisPlatform Owner, Infusionsoft@ammon_curtis

The Ultimate Event for Small Business Success.

The Ultimate Event for Small Business Success.

WHAT YOU THINK YOU KNOW…

IS PROBABLY WRONG

The Ultimate Event for Small Business Success.

ASSUMING CUSTOMERS

WANT WHAT I WANT

The Ultimate Event for Small Business Success.

NOT UNCOVERING ACTUAL CUSTOMER

BEHAVIOR AND NEEDS

The Ultimate Event for Small Business Success.

SEEING CUSTOMERS AS

A NUMBER IN A DATASET

The Ultimate Event for Small Business Success.

The Ultimate Event for Small Business Success.

QUANTITATIVE ANALYSIS

PROVIDES THE FRAME

The Ultimate Event for Small Business Success.

MOBILESALES REP

ITERATION 1

The Ultimate Event for Small Business Success.

QUALITATIVE DATA

CREATES FOCUS

The Ultimate Event for Small Business Success.

SALE REPON-THE-GO

ITERATION 2

The Ultimate Event for Small Business Success.

OBSERVATIONAL RESEARCH

APPLIES A FILTER

The Ultimate Event for Small Business Success.

THENETWORKER

ITERATION 3

The Ultimate Event for Small Business Success.

PERSONAS CAPTURES

SHARABLE CONTEXT

The Ultimate Event for Small Business Success.

BUILD PERSONAS AND

CREATE EMPATHY

The Ultimate Event for Small Business Success.

JOURNEY MAPPING OFFERS A

HOLISTIC PERSPECTIVE

The Ultimate Event for Small Business Success.

THEY DON’T WANT YOUR PRODUCT

PEOPLE WANT A BENEFIT

The Ultimate Event for Small Business Success.

A PROBLEM…

IN SEARCH OF A SOLUTION

The Ultimate Event for Small Business Success.

A SOLUTION…IN SEARCH OF A PROBLEM

The Ultimate Event for Small Business Success.

MOBILESALES REP

ITERATION 1

I want the ability to quickly pull up relevant information, get context and take action on a contact

The Ultimate Event for Small Business Success.

SALE REPON-THE-GO

ITERATION 2

I want to be able to quickly add a customer to Infusionsoft and trigger automation from my mobile device

The Ultimate Event for Small Business Success.

THENETWORKER

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

The Ultimate Event for Small Business Success.

FIRST-HAND EXPERIENCE OF THE

CURRENT REALITY

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

The Ultimate Event for Small Business Success.

POVParticipate. Affinity. Iterate.

Individual

Affinity

Team

Attack

start

*povmethod.com

The Ultimate Event for Small Business Success.

START WITH THE

OPTIMAL USER JOURNEY Individual

The Ultimate Event for Small Business Success.

IDENTIFY AND DRAW MEANINGFUL

ROUGH WIREFRAMESIndividual

The Ultimate Event for Small Business Success.

Team

MAP OUT THE

CUSTOMER JOURNEY

The Ultimate Event for Small Business Success.

TAKE ALL THE BEST ELEMENTS…

ENCOURAGE PLAGIARISMTeam

The Ultimate Event for Small Business Success.

DOES IT SOLVE THE PROBLEMS AND

MEET THE BENEFIT

The Ultimate Event for Small Business Success.

NOW THAT YOU HAVE A SOLUTION…

SHOP. ATTACK. RINSE. REPEAT.

The Ultimate Event for Small Business Success.

BUILD BASED ON

JOURNEY MAP

The Ultimate Event for Small Business Success.

WIREFRAME AN

INTERACTIVE PROTOTYPE

The Ultimate Event for Small Business Success.

FINALLY IT IS TIME TO CREATE

HIGH-FIDELITY DESIGN

The Ultimate Event for Small Business Success.

DON’T TRUST SURVEYS

TRUST BEHAVIORS

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 take2. I don’t know what payment option to use3. I want to have confidence that the machine will work.

Task: 1. Draw the ideal journey 2. Draw a new wireframe solution

The Ultimate Event for Small Business Success.

Thank you!@ammon_curtis