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 Path

1. CREATE PRODUCTS
PEOPLE ACTUALLY USE
Ammon Curtis

2. @ammon_curtisCreate Product People Actually Use

3. @ammon_curtisCreate Product People Actually Use

4. @ammon_curtisCreate Product People Actually Use

5. @ammon_curtisCreate Product People Actually Use
Learn
Ideate
Create
Evaluate
Define
Development
HOW DO WE BUILD…
LEAN BENEFIT DESIGN

6. PITFALLS

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WHATYOUTHINKYOU KNOW…
IS PROBABLY WRONG

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ASSUMING CUSTOMERS
WANT WHAT I WANT

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SEEING CUSTOMERS AS
A NUMBER IN A DATASET

10. @ammon_curtisCreate Product People Actually Use
NOT UNCOVERING ACTUAL CUSTOMER
BEHAVIOR AND NEEDS

11. @ammon_curtisCreate Product People Actually Use
Learn
Ideate
Create
Evaluate
Define
Development

12. LEARN

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KNOWYOUR
TARGET
LEARN IDEATE CREATE EVALUATEDEFINE

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QUANTITATIVE ANALYSIS
PROVIDESTHE FRAME
LEARN IDEATE CREATE EVALUATEDEFINE

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CLEARLY,THE MARKET DEMANDED
MOBILE SOLUTIONS
LEARN IDEATE CREATE EVALUATEDEFINE

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MOBILE
SALES REP
ITERATION 1
LEARN IDEATE CREATE EVALUATEDEFINE

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QUALITATIVE DATA
CREATES FOCUS
LEARN IDEATE CREATE EVALUATEDEFINE

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ITERATION 2
LEARN IDEATE CREATE EVALUATEDEFINE
SALES REP
ON-THE-GO

19. @ammon_curtisCreate Product People Actually Use
OBSERVATIONAL RESEARCH
APPLIES A FILTER
LEARN IDEATE CREATE EVALUATEDEFINE

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THE
NETWORKER
ITERATION 3
LEARN IDEATE CREATE EVALUATEDEFINE

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PERSONAS CAPTURES
SHARABLE CONTEXT
LEARN IDEATE CREATE EVALUATEDEFINE

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CREATE VISUAL REMINDERS
BUILD EMPATHY
LEARN IDEATE CREATE EVALUATEDEFINE

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REQUIRE HIGH-MAINTENANCE AND COST AN…
EXORBITANT AMOUNT
LEARN IDEATE CREATE EVALUATEDEFINE
Leeches

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WILL NEVER BE SATISFIED AND…
EVENTUALLY LEAVE
LEARN IDEATE CREATE EVALUATEDEFINE
Churners

25. DEFINE

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THEY DON’T WANTYOUR PRODUCT
PEOPLE WANT A BENEFIT
LEARN IDEATE CREATE EVALUATEDEFINE

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A PROBLEM…
IN SEARCH OF A SOLUTION
LEARN CREATE EVALUATEDEFINE IDEATE

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A SOLUTION…
IN SEARCH OF A PROBLEM
LEARN CREATE EVALUATEDEFINE IDEATE

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MOBILE
SALES REP
I want the ability to quickly pull up relevant information, get context and take action on a
contact
ITERATION 1
LEARN CREATE EVALUATEDEFINE IDEATE

30. @ammon_curtisCreate Product People Actually Use
I want to be able to quickly add a customer to Infusionsoft and trigger automation
from my mobile device
ITERATION 2
LEARN CREATE EVALUATEDEFINE IDEATE
SALES REP
ON-THE-GO

31. @ammon_curtisCreate Product 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
LEARN CREATE EVALUATEDEFINE IDEATE

32. @ammon_curtisCreate Product People Actually Use
FIRST-HAND EXPERIENCE OFTHE
CURRENT REALITY
LEARN CREATE EVALUATEDEFINE IDEATE

33. @ammon_curtisCreate Product People Actually Use
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 IDEATE

34. IDEATE

35. @ammon_curtisCreate Product People Actually Use
TO GET ONE GREAT IDEA
USE LOTS OF IDEAS
LEARN IDEATE CREATE EVALUATEDEFINE

36. @ammon_curtisCreate Product People Actually Use
POV
Participate.Affinity. Iterate.
Individual
Affinity
Team
Attack
start
LEARN IDEATE CREATE EVALUATEDEFINE
*povmethod.com

37. @ammon_curtisCreate Product 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 3Problems: 1.Add contacts on mobile device 2. Capture notes 3. Business card with limited time
LEARN IDEATE CREATE EVALUATEDEFINE

38. @ammon_curtisCreate Product People Actually Use
START WITHTHE
OPTIMAL USER JOURNEY
LEARN IDEATE CREATE EVALUATEDEFINE
Individual

39. @ammon_curtisCreate Product People Actually Use
IDENTIFY AND DRAW
ROUGH WIREFRAMES
LEARN IDEATE CREATE EVALUATEDEFINE
Individual

40. @ammon_curtisCreate Product People Actually Use LEARN IDEATE CREATE EVALUATEDEFINE
Team
MAP OUTTHE
CUSTOMER JOURNEY

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TAKE ALLTHE BEST ELEMENTS…
ENCOURAGE PLAGIARISM
LEARN IDEATE CREATE EVALUATEDEFINE
Team

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SOYOU HAVE A SOLUTION, NOW…
SHOP.ATTACK. RINSE. REPEAT.
LEARN IDEATE CREATE EVALUATEDEFINE

43. CREATE

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BUILD BASED ON
JOURNEY MAP
LEARN IDEATE CREATE EVALUATEDEFINE

45. @ammon_curtisCreate Product People Actually Use
WIREFRAME AN
INTERACTIVE PROTOTYPE
LEARN IDEATE CREATE EVALUATEDEFINE

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FINALLY IT ISTIMETO CREATE
HIGH-FIDELITY DESIGN
LEARN IDEATE CREATE EVALUATEDEFINE

47. EVALUATE

48. @ammon_curtisCreate Product People Actually Use
DOES IT SOLVETHE PROBLEMS AND
MEETTHE BENEFIT
LEARN IDEATE CREATE EVALUATEDEFINE

49. @ammon_curtisCreate Product People Actually Use
KNOW WHAT
SUCCESS LOOKS LIKE
LEARN IDEATE CREATE EVALUATEDEFINE

50. @ammon_curtisCreate Product People Actually Use LEARN IDEATE CREATE EVALUATEDEFINE
DON’TTRUST SURVEYS
TRUST BEHAVIORS

51. @ammon_curtisCreate Product People Actually Use LEARN IDEATE CREATE EVALUATEDEFINE
USE REAL CUSTOMERS IN
REAL SITUATIONS

52. PRACTICE TIME

53. @ammon_curtis
Benefit: I want to quickly wash
my car so I can be on my way
Target User: Busy Professional
Task:
1. Draw a new wireframe
solution
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

54. @ammon_curtisCreate Product People Actually Use
Learn
Ideate
Create
Evaluate
Define
Development
HOW DO WE BUILD…
LEAN BENEFIT DESIGN

55. QUESTIONS