CREATE PRODUCTS
PEOPLE ACTUALLY USE
Ammon Curtis
@ammon_curtisCreate Products People Actually Use
@ammon_curtisCreate Products People Actually Use
Learn
Ideate
Create
Evaluate
Define
Development
@ammon_curtis
HOW DO WE BUILD…
LEAN BENEFIT DESIGNCreate Products People Actually Use
LEARN
KNOW YOUR
TARGET
@ammon_curtisLEARN IDEATE CREATE EVALUATEDEFINECreate Products People Actually Use
QUANTITATIVE ANALYSIS
PROVIDES THE FRAME@ammon_curtisLEARN IDEATE CREATE EVALUATEDEFINECreate Products People Actually Use
MOBILE SALES REP
ITERATION 1@ammon_curtisLEARN IDEATE CREATE EVALUATEDEFINECreate Products People Actually Use
QUALITATIVE DATA
CREATES FOCUS@ammon_curtisLEARN IDEATE CREATE EVALUATEDEFINECreate Products People Actually Use
SALE REP ON-THE-GO
ITERATION 2@ammon_curtisLEARN IDEATE CREATE EVALUATEDEFINECreate Products People Actually Use
OBSERVATIONAL RESEARCH
APPLIES A FILTER@ammon_curtisLEARN IDEATE CREATE EVALUATEDEFINECreate Products People Actually Use
THE NETWORKER
ITERATION 3@ammon_curtisLEARN IDEATE CREATE EVALUATEDEFINECreate Products People Actually Use
PERSONAS CAPTURES
SHARABLE CONTEXT@ammon_curtisLEARN IDEATE CREATE EVALUATEDEFINECreate Products People Actually Use
REQUIRE HIGH-MAINTENANCE AND COST AN…
EXORBITANT AMOUNT@ammon_curtisLEARN IDEATE CREATE EVALUATEDEFINECreate Products People Actually Use
Leeches
WILL NEVER BE SATISFIED AND…
EVENTUALLY LEAVE@ammon_curtisLEARN IDEATE CREATE EVALUATEDEFINECreate Products People Actually Use
Churners
DEFINE
THEY DON’T WANT YOUR PRODUCT
PEOPLE WANT A BENEFIT
@ammon_curtisLEARN IDEATE CREATE EVALUATEDEFINECreate Products People Actually Use
A PROBLEM…
IN SEARCH OF A SOLUTION@ammon_curtisLEARN CREATE EVALUATEDEFINE IDEATECreate Products People Actually Use
A SOLUTION…
IN SEARCH OF A PROBLEM@ammon_curtisLEARN CREATE EVALUATEDEFINE IDEATECreate Products 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@ammon_curtisLEARN CREATE EVALUATEDEFINE IDEATECreate Products People Actually Use
SALE REP ON-THE-GO
I want to be able to quickly add a customer to Infusionsoft and trigger automation from my mobile device
ITERATION 2@ammon_curtisLEARN CREATE EVALUATEDEFINE IDEATECreate Products 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@ammon_curtisLEARN CREATE EVALUATEDEFINE IDEATECreate Products People Actually Use
@ammon_curtis
FIRST-HAND EXPERIENCE OF THE
CURRENT REALITYLEARN CREATE EVALUATEDEFINE IDEATECreate Products People Actually Use
@ammon_curtis
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 IDEATECreate Products People Actually Use
IDEATE
TO GET ONE GREAT IDEA
YOU NEED LOTS OF IDEAS@ammon_curtisLEARN IDEATE CREATE EVALUATEDEFINECreate Products People Actually Use
POVParticipate. Affinity. Iterate.
@ammon_curtis
Individual
Affinity
Team
Attack
start
LEARN IDEATE CREATE EVALUATEDEFINE
*povmethod.com
Create Products 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 3@ammon_curtis
Problems: 1. Add contacts on mobile device 2. Capture notes 3. Business card with limited time
LEARN IDEATE CREATE EVALUATEDEFINECreate Products People Actually Use
START WITH THE
OPTIMAL USER JOURNEY@ammon_curtisLEARN IDEATE CREATE EVALUATEDEFINE
IndividualCreate Products People Actually Use
IDENTIFY AND DRAW
ROUGH WIREFRAMES@ammon_curtisLEARN IDEATE CREATE EVALUATEDEFINE
IndividualCreate Products People Actually Use
@ammon_curtisLEARN IDEATE CREATE EVALUATEDEFINE
Team
MAP OUT THE
CUSTOMER JOURNEYCreate Products People Actually Use
TAKE ALL THE BEST ELEMENTS…
ENCOURAGE PLAGIARISM@ammon_curtisLEARN IDEATE CREATE EVALUATEDEFINE
TeamCreate Products People Actually Use
@ammon_curtis
DOES IT SOLVE THE PROBLEMS AND
MEET THE BENEFITLEARN IDEATE CREATE EVALUATEDEFINECreate Products People Actually Use
@ammon_curtis
NOW THAT YOU HAVE A SOLUTION…
SHOP. ATTACK. RINSE. REPEAT.LEARN IDEATE CREATE EVALUATEDEFINECreate Products People Actually Use
CREATE
@ammon_curtis
BUILD BASED ON
JOURNEY MAPLEARN IDEATE CREATE EVALUATEDEFINECreate Products People Actually Use
@ammon_curtis
WIREFRAME AN
INTERACTIVE PROTOTYPELEARN IDEATE CREATE EVALUATEDEFINECreate Products People Actually Use
@ammon_curtis
FINALLY IT IS TIME TO CREATE
HIGH-FIDELITY DESIGNLEARN IDEATE CREATE EVALUATEDEFINECreate Products People Actually Use
EVALUATE
@ammon_curtis
REAL SITUATIONS. REAL CUSTOMERS.
TEST. TEST. TEST.LEARN IDEATE CREATE EVALUATEDEFINECreate Products People Actually Use
WHEN TESTING
TRUST BEHAVIORS, NOT SURVEYS@ammon_curtisLEARN IDEATE CREATE EVALUATEDEFINECreate Products People Actually Use
@ammon_curtis
IN THE END…
SHIP IT. LEARN IDEATE CREATE EVALUATEDEFINECreate Products People Actually Use
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 the ideal journey 2. Draw a new wireframe
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