Conserve Code: Storyboard Experiences with Customers First

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Presentation from SXSW Interactive Session -- Conserve Code: Storyboard Experiences with Customers First. The session was a hands-on workshop where attendees learned how to express ideas in a story …

Presentation from SXSW Interactive Session -- Conserve Code: Storyboard Experiences with Customers First. The session was a hands-on workshop where attendees learned how to express ideas in a story that will elicit valuable feedback from customers.

Changes to the user experience can be costly if you are already in the development cycle. Storyboarding your ideas early allows for scrappy experimentation on what’s really important to your customer. At Intuit, a variety of storyboarding methods allows us to test ideas with customers before spending time developing code – the result is a history of millions of satisfied customers. In this hands-on session, you’ll practice expressing your ideas with storyboards to elicit valuable feedback from your most valued customers. We’ll share our experience iterating on ideas with lightning speed to uncover what works, what doesn’t, and what will truly delights customers (hint: it’s usually not your first idea). Come ready to get your hands dirty.

Full description:
Changes to the user experience can be costly if you are already in the development cycle. Storyboarding your ideas early allows for scrappy experimentation on what’s really important to your customer. At Intuit, a variety of storyboarding methods allows us to test ideas with customers before spending time developing code – the result is a history of millions of satisfied customers. In this hands-on session, you’ll practice expressing your ideas with storyboards to elicit valuable feedback from your most valued customers. We’ll share our experience iterating on ideas with lightning speed to uncover what works, what doesn’t, and what will truly delights customers (hint: it’s usually not your first idea). Come ready to get your hands dirty.

Presenters:
Joseph O'Sullivan
Lead, Design Innovation
Intuit

Rachel Evans
Principle Research Scientist, Chief Innovation Catalyst
Intuit

Additional details:
#ConserveCode
http://schedule.sxsw.com/events/event_IAP7349

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  • 1. Conserve CodeStoryboard Experiences with Customers FirstJoseph O’Sullivan Rachel EvansDesign Strategist Principal Research Scientist Intuit #ConserveCode
  • 2. ๏ Deep Customer Empathy ๏ Go Broad to Go Narrow ๏ Rapid Experimentation with CustomersDESIGN THINKING
  • 3. ๏ Deep Customer Empathy ๏ Go Broad to Go Narrow ๏ Rapid Experimentation with CustomersDESIGN THINKING
  • 4. STORYBOARD A panel or series of panels of rough sketches outlining the sequence of events a consumer will experience when before during and after using our product.
  • 5. HELLS ANGELS
  • 6. DISNEY
  • 7. FASTFOWARD
  • 8. Service Design Agile McCloud Expanded In uence Sara  Wiliams    going-­‐global.com
  • 9. Web ApplicationMobile ApplicationCustomer CareHuman ResourcesCommunity SupportIntuit
  • 10. CASE STUDY: SNAP TAX
  • 11. CASE STUDY: SNAP TAX
  • 12. CASE STUDY: SNAP TAX
  • 13. CASE STUDY: SNAP TAX
  • 14. CASE STUDY: SNAP TAX
  • 15. Wrong ProblemCASE STUDY: SNAP TAX
  • 16. Wrong Problem Wrong Bene tCASE STUDY: SNAP TAX
  • 17. What Preciselyis the Bene t?
  • 18. It’s a MirrorPity Begets HonestyNarcissus Antidote
  • 19. It’s a MirrorYou’re telling the customer’s story.Their problem, the context in which theywill use the solution and how they willbe personally bene t.The customer can provide more accuratefeedback because they are the center ofthe story.
  • 20. Pity Begets HonestyCustomers tend to react to roughsketches more honestly than with nished click throughs.
  • 21. Narcissus AntidoteWe’ve never seen anyone fallin love with their storyboard andnot change it. Unlike...
  • 22. STORYBOARD STRUCTUREProblem Solution Bene t
  • 23. STORYBOARD STRUCTURE
  • 24. ProblemSTORYBOARD STRUCTURE
  • 25. Problem SolutionSTORYBOARD STRUCTURE
  • 26. Problem Solution Bene tSTORYBOARD STRUCTURE
  • 27. Problem WHAT CAN YOU LEARN Do you understand the problem? Is it an important problem?STORYBOARD STRUCTURE
  • 28. SolutionWHAT CAN YOU LEARNDoes your solution solvethe problem completely?STORYBOARD STRUCTURE
  • 29. WHAT CAN YOU LEARNWhat is good about youridea from the customer’sperspective?Will it delight them? Bene tSTORYBOARD STRUCTURE
  • 30. STORYBOARD STRUCTUREProblem Solution Bene t
  • 31. YOUR TURN
  • 32. CREATE ASTORYBOARD
  • 33. STORYBOARD DEVELOPMENTScript Visuals Learnings
  • 34. STRUCTURE THE SCRIPT
  • 35. Sisyphus, Titian 1 min PROJECT Consider a project you are working on now or an idea you have been considering. Crowd-sourcing late night designated drivers
  • 36. Text 1 minCUSTOMER Be speci c — Don’t be everything to no one 21 - 30 Year old, Male, Urban, Smartphone, Tech Savvy Likes to drink but is aware of consequences
  • 37. Text 1 minCUSTOMER Be speci c — Don’t be everything to no one 21 - 30 Year old, Male, Urban, Smartphone, Tech Savvy Likes to drink but is aware of consequences
  • 38. ??????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????? 3????????????????????????????????????????????????????????? min PROBLEM I am trying to:____________ BUT ______________ CAREFUL: Don’t insert your solution as the problem “I am trying to get home BUT I can not nd a taxi”
  • 39. STRUCTURE THE SCRIPT
  • 40. !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! 4! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !min ! ! ! SOLUTION What are the important moments that need to occur for the solution to execute Text: need a cab :: a driver gets text while driving home :: Con rmation text exchange
  • 41. STRUCTURE THE SCRIPT
  • 42. ................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................ 3. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .min. . . ................................................................. BENEFIT What would a customer say is great about your solution. Do not regurgitate the feature list. “I didn’t have to ght for a taxi” or “It con rms my belief that people are good”
  • 43. ................................................................................................................................. . . . . . . Customer. . . . . . .Do.you .understand. the .problem?. . . . . . . . . . . ......... .. ... .......... ... ......................................................................... . . . . . . .Problem . . . . . . .Is .it an. important. problem? . . . . . . . . . . . . . . . . ........ . ... ......... .......................................................................................................................................... . . . . . . . . . . . . . . . . . . . . . .Does .your .solution .solve.the . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . problem. . . . . . . . Solution. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ......... . . . . . . . . . . . . . . . . . . . . . .completely? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ............................................................................................................................................................................................................ . . . . . . Customer. . . . . . .What.is.good. about. your.idea . . . . . . . . . . . . . . ......... . . . . . . . . . . . . . . . . . . . . . . from. . . . . . . . .Bene. .t. . . . . . . .the. customer’s .perspective?. . . . . . . . . . . . . . . . .... .. .......... ........................................................................... 4. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .min. . . ................................................................. LEARNING Your goal is to gather as much new feedback as possible
  • 44. LET’S DRAW
  • 45. BUT, I CAN’T DRAW
  • 46. 1min
  • 47. Phone
  • 48. Phone + Head
  • 49. PHONE + HEAD + FACE
  • 50. PHONE + HEAD + FACE + BODY
  • 51. PHONE + HEAD + FACE + BODY+ UI
  • 52. 5 minDRAW
  • 53. 4 minSHARE YOUR STORY
  • 54. Thanks