ICON14: Create Products People Actually Use
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Transcript of ICON14: Create Products People Actually Use
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The Ultimate Event for Small Business Success.
PEOPLE ACTUALLY USECREATE PRODUCTS
Ammon CurtisPlatform Owner, Infusionsoft@ammon_curtis
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The Ultimate Event for Small Business Success.
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The Ultimate Event for Small Business Success.
Common pitfalls creating products
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The Ultimate Event for Small Business Success.
WHAT YOU THINK YOU KNOW…
IS PROBABLY WRONG
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The Ultimate Event for Small Business Success.
ASSUMING CUSTOMERS
WANT WHAT I WANT
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The Ultimate Event for Small Business Success.
NOT UNCOVERING ACTUAL CUSTOMER
BEHAVIOR AND NEEDS
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The Ultimate Event for Small Business Success.
SEEING CUSTOMERS AS
A NUMBER IN A DATASET
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The Ultimate Event for Small Business Success.
First who, then what
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The Ultimate Event for Small Business Success.
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The Ultimate Event for Small Business Success.
QUANTITATIVE ANALYSIS
PROVIDES THE FRAME
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The Ultimate Event for Small Business Success.
MOBILESALES REP
ITERATION 1
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The Ultimate Event for Small Business Success.
QUALITATIVE DATA
CREATES FOCUS
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The Ultimate Event for Small Business Success.
SALE REPON-THE-GO
ITERATION 2
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The Ultimate Event for Small Business Success.
OBSERVATIONAL RESEARCH
APPLIES A FILTER
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The Ultimate Event for Small Business Success.
THENETWORKER
ITERATION 3
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The Ultimate Event for Small Business Success.
PERSONAS CAPTURES
SHARABLE CONTEXT
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The Ultimate Event for Small Business Success.
BUILD PERSONAS AND
CREATE EMPATHY
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The Ultimate Event for Small Business Success.
JOURNEY MAPPING OFFERS A
HOLISTIC PERSPECTIVE
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The Ultimate Event for Small Business Success.
Define the customer needs
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The Ultimate Event for Small Business Success.
THEY DON’T WANT YOUR PRODUCT
PEOPLE WANT A BENEFIT
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The Ultimate Event for Small Business Success.
A PROBLEM…
IN SEARCH OF A SOLUTION
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The Ultimate Event for Small Business Success.
A SOLUTION…IN SEARCH OF A PROBLEM
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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
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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
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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
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The Ultimate Event for Small Business Success.
FIRST-HAND EXPERIENCE OF THE
CURRENT REALITY
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The Ultimate Event for Small Business Success.
CAPTURE ALLPROBLEM STATEMENTS
1. No clear method to add a contact on a mobile device
2. There isn’t an 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
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The Ultimate Event for Small Business Success.
Ideate ways to solve the need
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The Ultimate Event for Small Business Success.
POVParticipate. Affinity. Iterate.
Individual
Affinity
Team
Attack
start
*povmethod.com
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The Ultimate Event for Small Business Success.
START WITH THE
OPTIMAL USER JOURNEY Individual
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The Ultimate Event for Small Business Success.
IDENTIFY AND DRAW MEANINGFUL
ROUGH WIREFRAMESIndividual
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The Ultimate Event for Small Business Success.
Team
MAP OUT THE
CUSTOMER JOURNEY
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The Ultimate Event for Small Business Success.
TAKE ALL THE BEST ELEMENTS…
ENCOURAGE PLAGIARISMTeam
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The Ultimate Event for Small Business Success.
DOES IT SOLVE THE PROBLEMS AND
MEET THE BENEFIT
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The Ultimate Event for Small Business Success.
NOW THAT YOU HAVE A SOLUTION…
SHOP. ATTACK. RINSE. REPEAT.
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The Ultimate Event for Small Business Success.
Create solutions
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The Ultimate Event for Small Business Success.
BUILD BASED ON
JOURNEY MAP
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The Ultimate Event for Small Business Success.
WIREFRAME AN
INTERACTIVE PROTOTYPE
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The Ultimate Event for Small Business Success.
FINALLY IT IS TIME TO CREATE
HIGH-FIDELITY DESIGN
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The Ultimate Event for Small Business Success.
DON’T TRUST SURVEYS
TRUST BEHAVIORS
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The Ultimate Event for Small Business Success.
TIME TO PRACTICE
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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
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The Ultimate Event for Small Business Success.
Learn
Ideate
Create
Evaluate
Define
Development
HOW DO WE BUILD…
LEAN BENEFIT DESIGN
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The Ultimate Event for Small Business Success.
Thank you!@ammon_curtis