These are the talk slides from "Make it Real" on August 12, 2015. #MakeItReal is Atlanta's meetup focused on app and startup development. Eureka! You’ve invented a smart idea for a new product or new app. You had that flash of insight, a moment where you saw something that few people know or understand. And it all made perfect sense. This talk will give you four key ways to focus your efforts and help you to turn your smart idea into a brilliant new digital product. You might not “solve it in the room,” but you’ll have the structure you need to make substantial decisions in under an hour. Whether your product is still a gleam in your eye or you have been working on it for months, this will be a valuable talk and discussion. In order to transform your idea into a working product, you need clarity: every screen, every moment and every way you’ll make money. Focus is key for lean businesses, so these tools will help you do just that.

1. DEFINE YOUR NEW
APP IN 60 MINUTES
Wed August 12, 2015
Zach Pousman
Helpfully, LLC

2. SHOULD YOU PLAN
OR SHOULD YOU JUST START ?

3. YOU SHOULD DO BOTH

4. STAY HUMBLE
HUSTLE HARD
(DO THE KIDS STILL SAY THIS?)

5. CREATIVITY IS THINKING UP NEW THINGS.
INNOVATION IS DOING NEW THINGS.
- Theodore Levitt
YOU GOTTA DO S#*+|+ !

6. STAY LEAN AND FLEXIBLE

7. DEFINE THE FOLLOWING THINGS
The problem
(and who has it)
The timing
as they use it
Get the
technology right
Your 3
‘magic moments’
1
2
3
4

8. DEFINE THE FOLLOWING THINGS
Uh, Zach - How do I do that?
The problem
(and who has it)
The timing
as they use it
Get the
technology right
Your 3
‘magic moments’
1
2
3
4

9. DEFINE THE FOLLOWING THINGS
Look at the problem through multiple
lenses. Get out of the building!
The problem
(and who has it)
The timing
as they use it
Get the
technology right
Your 3
‘magic moments’
Uh, Zach - How do I do that?
Use a customer journey map to show
you where to focus your UX efforts.
Decide on whether partners are helpful.
Stand on the shoulders of giants
Timing in your apps is under-appreciated
So design the timing for your experience
1
2
3
4

10. HI, I’M ZACH POUSMAN

11. LET’S CONNECT!
@THINKY

12. UNSCRAMBL
CLIENT ENGAGEMENTS

13. GET OUT OF THE BUILDING
The problem
(and who has it)

14. GET OUT OF THE BUILDING

15. Digital ethnography means using digital and traces of behavior tools to
understand people, their culture (and sub-culture), practices and attitudes.
Some of the tools you can to understand people:
GET OUT OF THE BUILDING

16. DON’T GET STUCK HERE
Some helpful advice

17. YOU’LL WANT TO BUILD PERSONAS
This will take longer than 15 minutes!

18. BUILD A FRAMEWORK
The problem
(and who has it)

19. Forlizzi, J. (2008). The Product Ecology: Understanding Social Product Use and Supporting
Design Culture. International Journal of Design vol. 2, no. 1.
A PRODUCT ECOLOGY

20. BRANDED UTILITY 2X2
Note: play around
with 2x2 grids.
Theres a reason
that all consultants
use them!

21. OR TRY THE GOLDEN TRIANGLE
CONSUMERS
EMPLOYEESSTAKEHOLDERS

22. UNIQUE VALUE
PROPOSITION UNFAIR ADVANTAGESOLUTIONPROBLEM
COST STRUCTURE REVENUE STREAMS
KEY METRICS CHANNELS
HELPFULLY LEAN CANVAS How does the idea work to deliver value?
CUSTOMER SEGMENTS

23. UNIQUE VALUE
PROPOSITION UNFAIR ADVANTAGESOLUTIONPROBLEM
COST STRUCTURE REVENUE STREAMS
KEY METRICS CHANNELS
LEAN CANVAS How does the idea work to deliver value?HELPFULLY
1 2
3
CUSTOMER SEGMENTS
Filling this out is confusing…

24. UNIQUE VALUE
PROPOSITION UNFAIR ADVANTAGE CUSTOMER SEGMENTSSOLUTIONPROBLEM
COST STRUCTURE REVENUE STREAMS
KEY METRICS CHANNELS
LEAN CANVAS How does the idea work to deliver value?HELPFULLY
Find the riskiest
elements and test that

25. FINDING THE MAGIC
Your 3
‘magic moments’

26. HELPFULLY SERVICE BLUEPRINT How does the experience unfold?
ON-STAGE
ACTIVITY
BACK STAGE
ACTIVITY
PHYSICAL OR
DIGITAL SITUATION
CUSTOMER
ACTIONS
POTENTIAL
BREAKDOWN
WebsiteBrowsing the web Email
(mobile optimized)
Upgrade
account
SupportUseOnboarding
(1st use)
Sign up
Sales
follow up
Consider
product
Get
introduced
Download white paper
Chat
Sign up
CRM anonymous lead
(or CRM identified lead)
Signup wizard
(customer profile, config)
Provision AWS
Confirm setup & sample
data (manually)
Takes up to 24 hours to
confirm installation and
notify customer
Sales team
Website Chat / Phone /
In-person
SAAS PRODUCT
Website - signed-in Website - signed-in
Onboarding could be
improved via support
(screen-sharing or phone)
Website - signed-in
PROD
Onboarding
experience,
Connect to data
source(s)
Use data
Define roles
Define reports
Define triggers
Search
Social media
(LinkedIn)
Forums
SEO,
Community
management,
reviews and
forum activity Lead process
Problems
Bugs
Questions
Not all support is
done via our site
(also community-
driven forums)
In-app prompts
CRM emails
Auto upgrades
for VIPs

27. HELPFULLY SERVICE BLUEPRINT How does the experience unfold?
ON-STAGE
ACTIVITY
BACK STAGE
ACTIVITY
PHYSICAL OR
DIGITAL SITUATION
CUSTOMER
ACTIONS
POTENTIAL
BREAKDOWN
WebsiteBrowsing the web Email
(mobile optimized)
Upgrade
account
SupportUseOnboarding
(1st use)
Sign up
Sales
follow up
Consider
product
Get
introduced
Download white paper
Chat
Sign up
CRM anonymous lead
(or CRM identified lead)
Signup wizard
(customer profile, config)
Provision AWS
Confirm setup & sample
data (manually)
Takes up to 24 hours to
confirm installation and
notify customer
Sales team
Website Chat / Phone /
In-person
SAAS PRODUCT
Website - signed-in Website - signed-in
Onboarding could be
improved via support
(screen-sharing or phone)
Website - signed-in
PROD
Onboarding
experience,
Connect to data
source(s)
Use data
Define roles
Define reports
Define triggers
Search
Social media
(LinkedIn)
Forums
SEO,
Community
management,
reviews and
forum activity Lead process
Problems
Bugs
Questions
Not all support is
done via our site
(also community-
driven forums)
In-app prompts
CRM emails
Auto upgrades
for VIPs
Find 3 places where
your interaction can
deliver magic!

28. FEATURE DEFINITION BEFORE CREATIVE

29. CREATIVE BEFORE FEATURE DEFINITION

30. DESIGN WORKS
BECAUSE OF THIS TENSION…

31. CUSTOMER
EXPERIENCE
(LIFECYCLE & RELATIONSHIP)
BROAD & NARROW
USER
EXPERIENCE
USER
INTERFACE
NEW ROLES &
RELATIONSHIPS FOR
ORGANIZATIONS

32. BUILDING FEATURES
Get the
technology right

33. www.cooper.com/prototyping-tools

34. BUILD VS BUY VS PARTNER

35. STORY TELLING 1.0 -
POSITIONING &
PERSUASION
STORY TELLING 2.0 -
CULTURE &
EMOTION
STORY TELLING 3.0 -
PARTICIPATION
STORY TELLING 4.0 -
ECOSYSTEMS
Framework adopted from Farrah Bostic, 2014
London 2012
#findyourgreatness
Locations for TV ads include
East London in South Africa,
Little London in Jamaica, London,
Ohio and a health club called
‘London Gym.’
TRENDS

36. HELPFULLY APP FLOW DIAGRAM How does a user navigate the experience?
SPLASH
SCREEN
WELCOME
(1st Use)
eCOMMERCE
ITEM DETAIL VIEW
VIEW A PROFILE
(ALL ITEMS)
VIEW / EDIT A
CLOTHING ITEM
CREATE A
CLOTHING ITEM
TAKE PHOTO
VIEW HOUSEHOLD
(ALL PROFILES)
CREATE
ACCOUNT
(FB OR
EMAIL)
eCOMMERCE AD
(BLURB)
FAMILY
SCREEN
(make a 2nd
account)
BEG
SCREEN
extra benefits
HOW
MANY
USERS?
Skip Skipped or filled
0
1
2+
When done, go to
profile or family
MAIN MENU
PANEL
PROFILES (LIST)
FRIENDS & FAMILY (LIST)
SHOP CLOSET ORGANIZATION
NEW PROFILE / MANAGE
LOGOUT - when we add paid accounts.
eCOMMERCE
SHOP PAGE
CREATE A
PROFILE
IN APP $
MANAGE PROFILE(S)
First, Last, Email,
W - M - G - B select
MOBILE
APP EXPERIENCE
You will need one of these. But also, not a 15 minute thing…

37. USE TIMING CUES FOR
THE EXPERIENCE
(AND THE MARKETING FUNNEL)
The timing
as they use it

38. TIME.

39. TIME IS INVISIBLE.
BUT IT’S SO IMPORTANT.

40. Layersof
cadence

41. DAYS
MINUTES
SECONDS
SUB-SECONDS
Layersof
cadence

42. WEEKS
DAYS
MINUTES
SECONDS
SUB-SECONDS
Layersof
cadence

43. MONTHS
WEEKS
DAYS
MINUTES
SECONDS
SUB-SECONDS
Layersof
cadence

44. YEARS
MONTHS
WEEKS
DAYS
MINUTES
SECONDS
SUB-SECONDS
Layersof
cadence

45. Layersof
cadence
A PART OF LIFE
BEGINNER-TO-EXPERT
ROUTINE(S)
USAGE
A SESSION
AN INTERACTION
MENU ANIMATION

46. Layersof
cadence
A PART OF LIFE
BEGINNER-TO-EXPERT
ROUTINE(S)
USAGE
A SESSION
AN INTERACTION
MENU ANIMATION

47. Layersof
cadence
A PART OF LIFE
BEGINNER-TO-EXPERT
ROUTINE(S)
USAGE
A SESSION
AN INTERACTION
MENU ANIMATION

48. Modelingthecadence

49. SMS
Createamapacrosstouch-points

50. HELPFULLY CADENCE MAP What’s the timing of every interaction?

51. HELPFULLY CADENCE MAP What’s the timing of every interaction?
Name the clusters
“Mobile start-up”
“Download coupon and
bring it to the store”
“Webcentric check-in”

52. THANKS!
TIME FOR DISCUSSION
Zach Pousman
@thinky on twitter
zach@helpfully.com