Using Personas and Story to Develop WOW! Products and Services

1Erin Liman | Innovation is Social | @liman

credit:  Jim  Bouldin

Using the Power of Personas and Story to Develop “WOW!” Products and Services

Stories  Guide  Product  Development

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Stories Guide Product Development

The story itself, the true story, is the one that the audience members create in their minds, guided and shaped by my text, but then transformed, elucidated, expanded, edited, and clarified by their own experience, their own desires, their own hopes and fears.

—Orson Scott CardAmerican Science Fiction Writer

• Visual

• Persistent - even when creator isn’t present• Re!ects and shapes the culture

Credit: Jeff Ngan

Compelling stories are about change

Figure out the current story

Tell anew story

2STEPSTO CREATING THE NEW STORY

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COLLECT / UNDERSTAND STORIES

RE-FRAME, TELL A NEW STORY

SCALE THE STORY

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COLLECT / UNDERSTAND STORIES

RE-FRAME, TELL A NEW STORY

Story Spine

time

tens

ion and because of that

so, the moral of the story is

until !nally

until one day

and every day

Memorable stories often have this structure

once upon a time

and every day

and because of that

“Up” follows the Hero’s Journey emotional arc

Who

What

When

Where

How

Why

Persona

Objective

Timing

Context

Action

Meaning

Questions to Answer

time

tens

ion “rainy” day

wrap-up and thank

re"ection“sunny” day

Interview FlowEthnographic interviews have this structure

introduction

build rapport

SCALE THE STORY

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COLLECT / UNDERSTAND STORIES

RE-FRAME, TELL A NEW STORY

Village9991

Persona = composite portrait of a user or stakeholder

Persona’s enable us to step into another person’s shoes

homestay4studentsmontreal.blogspot.com

Example: Rob, 42- year old businessmanFoodie in an unfamiliar city

www-inst.eecs.berkeley.edu 

I am ...

I am trying to ...

But, ...

Because ...

Which makes me feel ...

“Who” with 3+ characteristics

Objective or “job to be done”

Perceived barrier

Root cause

Emotion

Exercise: Problem Statement

Story: Re-thinking the MRI for Kids

Transforming Terror into Delight

I am ...

I am trying to ...

But, ...

Because ...

Which makes me feel ...

“Who” with 3+ characteristics

Objective or “job to be done”

Perceived barrier

Root cause

Emotion

Problem Statement: Brain Scans are Scary

Max, a energetic !rst grader with a mass in my head

get my problem !xed so I can go back to school

MRI machines are scary

my parents can’t come and I don’t know what will happen

afraid and alone

Examine Anxiety Points

1234

SEPARATIONWILL MY PARENTS LEAVE ME?

PAINIS THIS GOING TO HURT?

THE DOCTORSPEED AND EFFICIENCY IS OFTEN SEEN AS DISLIKE

THE UNKNOWNKIDS OFTEN ASSUME THE WORST

Transform Pains and “Meh” Experiences into Delighters

Credit: Maria Hock

Customer Journey Swim-Lanes for Each Persona

1. Begin by telling the old story step-by-step from one persona’s point-of-view.2. Examine each step, and note the associated emotion (fear, delight, etc.).3. Identify emotions to shift (e.g., anger to delight)4.Repeat for each key persona to identify the hero of the new story.5. Construct the new story.

Transforming Terror into Delight

“As is”

“To be”

Story Spine

time

tens

ion and because of that

so, the moral of the story is

until !nally

until one day

and every day

Memorable stories often have this structure

once upon a time

and every day

and because of that

Plot

What Makes a Good Story?

(discussion)

Painting the New Future1. Establish characters and relationships2. Show the the character’s objective3. Set the scene (where)

TIPS: Show how she overcomes the challenge Show outcome, with main character as the hero NOT the productPerson changes as an outcome of the experience

Warm-up: Wordball

dogfriendly

cat

black

sit

Exercise: Phrase at a time story

Once upon a time ...And every day ...And every day ...Until one day ...

And because of that ...And because of that ...

Until finally ...The moral of the story is ...

THE END

Stories are StickyStories are Sticky

SCALE THE STORY

12

COLLECT / UNDERSTAND STORIES

RE-FRAME, TELL A NEW STORY

1. Identify, then assume the perspective of a key persona.

2. Walk through the plot line, one step at a time, from the triggering event to the resolution.

3. Play out how the characters overcome the challenge, and what happens to them as a result.

4. Weave in memorable facts and spark emotion.

5. Step back and simplify.

6. Tell the story. Revise. Repeat.

Steps

photo credit: seier+seier

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Erin LimanInnovation Accelerator, StorytellerInnovation is Social, LLC

twitter: @liman

blog: innovationissocial.comlinkedin.com/erinlimanabout.me/erinliman

Thank  You!