How to Create Products That People Actually Use

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