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Overview of how to create effective customer personas and a compelling guiding vision to foster shared understanding of the problem to be solved and motivate the team to develop the best possible solution.
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Erin Liman | @liman
Credit: Robin Hutton
Storyboarding and
Developing Personas
Stories Guide Product Development
The story itself, the true story, is the one that theaudience 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
“Up” follows the Hero’s Journey emotional arc
• Visual
• Persistent - even when storyteller isn’t present
• Re!ects and shapes the culture
Compelling stories are about change
Figure out the story
Tell anew story
3STEPSTO CREATING THE NEW STORY
123
COLLECT / UNDERSTAND STORIES
RE-FRAME, TELL A NEW STORY
SCALE THE STORY
123
COLLECT / UNDERSTAND STORIES
RE-FRAME, TELL A NEW STORY
SCALE THE 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
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
Persona’s enable us to step into another person’s shoes
THE TARGET POPULATION SHOULD FEELUNCOMFORTABLY NARROW
123
COLLECT / UNDERSTAND STORIES
RE-FRAME, TELL A NEW STORY
SCALE THE STORY
Village9991
Persona = composite portrait of a user or stakeholder
homestay4studentsmontreal.blogspot.com
Example: Mai, StudentMontreal
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
123
COLLECT / UNDERSTAND STORIES
RE-FRAME, TELL A NEW STORY
SCALE THE STORY
Story: Re-thinking the MRI for Kids
From Terror to 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” Moments into Delight
Credit: Maria Hock
Customer Journey Swim-Lanes for Each Persona
Credit: Maria Hock
Transform 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)
Who’s the story about?
It may not be who you’d expect.
Personas
Paint the New Future•Establish characters and relationships•Show the the character’s objective•Set the scene (where)•Show how she overcomes the challenge •Show outcome, with main character as the hero NOT the product•Person changes as an outcome of the product or service
Exercise: Advance and Color
Warm-up
Form groups of 3, and each pick a letter A, B or C
Exercise: Advance and Color
Advance + Color
Exercise: Advance and Color(5 minutes)
A = the Director. This is your movie. You choose when to “advance” the plot or add “color” to draw us in
B = The plot line. Think verbs. You move the hero of the story from start to the desired outcome.
C = the colorist. Think adjectives. You paint the backstory to set context, add scenery and other memorable details that help the story stick.
Stories are StickyStories are Sticky
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 as a result.
4. Add “color” to 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 AcceleratorInnovation is Social, LLC
twitter: @liman
blog: innovationissocial.comlinkedin.com/erinlimanabout.me/erinliman
INNOVATION IS SOCIAL
