how to create products that people actually use
DESCRIPTION
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 PathTRANSCRIPT
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