Your SlideShare is downloading. ×
0
Using the Power of Personas and Story

to Develop “WOW!” Products and Services

credit:	
  Jim	
  Bouldin

Erin Liman | In...
Stories Guide Product Development

Stories	
  Guide	
  Product	
  
Development

2
The story itself, the true story, is the one
that the audience members create in their minds,
guided and shaped by my text...
• Visual
• Persistent - even when creator isn’t present
• Reflects and shapes the culture

Credit: Jeff Ngan
Compelling stories
are about change
Figure out
the current story

Tell a
new story
2

STEPS

TO CREATING THE NEW STORY
1
2

COLLECT / UNDERSTAND STORIES
RE-FRAME, TELL A NEW STORY
1
2

COLLECT / UNDERSTAND STORIES
RE-FRAME, TELL A NEW STORY
SCALE THE STORY
Story Spine

Memorable stories often have this structure

tension

until one day

and because of that
and because of that
...
“Up” follows the Hero’s Journey emotional arc
Questions to Answer
Who

Persona

What

Objective

When

Timing

Where

Context

How

Action

Why

Meaning
Interview Flow

Ethnographic interviews have this structure

tension

“rainy” day

“sunny” day

build rapport

reflection
...
1
2

COLLECT / UNDERSTAND STORIES
RE-FRAME, TELL A NEW STORY
SCALE THE STORY
Persona = composite portrait of a user or stakeholder

Village9991
Persona’s enable us to step into another person’s shoes
Example:
Rob, 42- year old businessman
Foodie in an unfamiliar city

homestay4studentsmontreal.blogspot.com
www-inst.eecs.berkeley.edu 
Exercise: Problem Statement
I am ...
I am trying to ...

“Who” with 3+ characteristics
Objective or “job to be done”

But,...
Story: Re-thinking the MRI for Kids
Transforming Terror into Delight
Problem Statement: Brain Scans are Scary
I am ...

Max, a energetic first grader with a mass in my head

“Who” with 3+ cha...
Examine Anxiety Points

1
2
3
4

SEPARATION

WILL MY PARENTS LEAVE ME?

PAIN

IS THIS GOING TO HURT?

THE DOCTOR

SPEED AN...
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-v...
Transforming Terror into Delight
“As is”
“To be”
Story Spine

Memorable stories often have this structure

tension

until one day

and because of that
and because of that
...
What Makes a Good Story?
(discussion)
Painting the New Future
1. Establish characters and relationships
2. Show the the character’s objective
3. Set the scene (...
Warm-up: Wordball
sit
friendly
dog

cat
black
Exercise: Phrase at a time story
Once upon a time ...
And every day ...
And every day ...
Until one day ...
And because of...
Stories are Sticky
1
2

COLLECT / UNDERSTAND STORIES
RE-FRAME, TELL A NEW STORY
SCALE THE STORY
Steps
1. Identify, then assume the perspective of a key persona.
2. Walk through the plot line, one step at a time, from t...
Thank	
  You!

Erin Liman
Innovation Accelerator, Storyteller
Innovation is Social, LLC
twitter: @liman
blog: innovationis...
Using Personas and Story to Develop WOW! Products and Services
Using Personas and Story to Develop WOW! Products and Services
Using Personas and Story to Develop WOW! Products and Services
Using Personas and Story to Develop WOW! Products and Services
Upcoming SlideShare
Loading in...5
×

Using Personas and Story to Develop WOW! Products and Services

160

Published on

Deck from my 11/14/13 Talk at the Product Management & Innovation Event 2013. Enjoy!

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
160
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Using Personas and Story to Develop WOW! Products and Services"

  1. 1. Using the Power of Personas and Story to Develop “WOW!” Products and Services credit:  Jim  Bouldin Erin Liman | Innovation is Social | @liman 1
  2. 2. Stories Guide Product Development Stories  Guide  Product   Development 2
  3. 3. 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 Card American Science Fiction Writer
  4. 4. • Visual • Persistent - even when creator isn’t present • Reflects and shapes the culture Credit: Jeff Ngan
  5. 5. Compelling stories are about change
  6. 6. Figure out the current story Tell a new story
  7. 7. 2 STEPS TO CREATING THE NEW STORY
  8. 8. 1 2 COLLECT / UNDERSTAND STORIES RE-FRAME, TELL A NEW STORY
  9. 9. 1 2 COLLECT / UNDERSTAND STORIES RE-FRAME, TELL A NEW STORY SCALE THE STORY
  10. 10. Story Spine Memorable stories often have this structure tension until one day and because of that and because of that and every day and every day until finally so, the moral of the story is once upon a time time
  11. 11. “Up” follows the Hero’s Journey emotional arc
  12. 12. Questions to Answer Who Persona What Objective When Timing Where Context How Action Why Meaning
  13. 13. Interview Flow Ethnographic interviews have this structure tension “rainy” day “sunny” day build rapport reflection wrap-up and thank introduction time
  14. 14. 1 2 COLLECT / UNDERSTAND STORIES RE-FRAME, TELL A NEW STORY SCALE THE STORY
  15. 15. Persona = composite portrait of a user or stakeholder Village9991
  16. 16. Persona’s enable us to step into another person’s shoes
  17. 17. Example: Rob, 42- year old businessman Foodie in an unfamiliar city homestay4studentsmontreal.blogspot.com
  18. 18. www-inst.eecs.berkeley.edu 
  19. 19. Exercise: Problem Statement I am ... I am trying to ... “Who” with 3+ characteristics Objective or “job to be done” But, ... Because ... Which makes me feel ... Perceived barrier Root cause Emotion
  20. 20. Story: Re-thinking the MRI for Kids
  21. 21. Transforming Terror into Delight
  22. 22. Problem Statement: Brain Scans are Scary I am ... Max, a energetic first grader with a mass in my head “Who” with 3+ characteristics I am trying to ... get my problem fixed so I can go back to school Objective or “job to be done” But, ... MRI machines are scary Perceived barrier Because ... my parents can’t come and I don’t know what will happen Root cause Which makes me feel ... afraid and alone Emotion
  23. 23. Examine Anxiety Points 1 2 3 4 SEPARATION WILL MY PARENTS LEAVE ME? PAIN IS THIS GOING TO HURT? THE DOCTOR SPEED AND EFFICIENCY IS OFTEN SEEN AS DISLIKE THE UNKNOWN KIDS OFTEN ASSUME THE WORST
  24. 24. Transform Pains and “Meh” Experiences into Delighters
  25. 25. Credit: Maria Hock
  26. 26. 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.
  27. 27. Transforming Terror into Delight “As is” “To be”
  28. 28. Story Spine Memorable stories often have this structure tension until one day and because of that and because of that and every day and every day until finally so, the moral of the story is once upon a time time Plot
  29. 29. What Makes a Good Story? (discussion)
  30. 30. Painting the New Future 1. Establish characters and relationships 2. Show the the character’s objective 3. Set the scene (where) TIPS: Show how she overcomes the challenge Show outcome, with main character as the hero NOT the product Person changes as an outcome of the experience
  31. 31. Warm-up: Wordball sit friendly dog cat black
  32. 32. 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
  33. 33. Stories are Sticky
  34. 34. 1 2 COLLECT / UNDERSTAND STORIES RE-FRAME, TELL A NEW STORY SCALE THE STORY
  35. 35. Steps 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. photo credit: seier+seier
  36. 36. Thank  You! Erin Liman Innovation Accelerator, Storyteller Innovation is Social, LLC twitter: @liman blog: innovationissocial.com linkedin.com/erinliman about.me/erinliman 40
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×