Dramatize Your Customer's Journey

www.plays-in-business.com
xxxx
Mickey Thurman – Creative Commons Attribution License – http://www.flickr.com/photos/hokyumgrl/3249057879/
Michael Tarnowski
Boom, Belgium, 13. June 2014
Drama Babe!
Open Up your Customer’s Drama Stage
The Presentation
Presented at #WisP14

Preamble
– Creative Commons Attribution License – http://www.toonpool.com/cartoons/king%20queen%20nicer%20frog_50198
… says the Customer to the Product

Preamble
… “How do I get as Provider this Customer Quote?”

Preamble
… The Answer is simple…

xxxx
Jeffrey Beall – Creative Commons Attribution License – http://www.flickr.com/photos/denverjeffrey/5636579214/
“Drama Babe! – Open your Customer’s Drama Stage”
Tell your Product Development as
Drama Story
Make your Customer to a Character
– if possible to the Hero – of the
Story

Once upon a Time
Tara Hunt – Creative Commons Attribution License – http://ow.ly/xLvvl
Once upon a Time…

Something totally different
Faruk Ates – Creative Commons Attribution License – https://www.flickr.com/photos/kurafire/9211378484
There was a Product Manager Joe…

Desperately Fighting Customer Attention
Koen Cobbaert – Creative Commons Attribution License – https://www.flickr.com/photos/koencobbaert/3993556784
…desperately fighting for Customer’s Attention

Painfully Struggling for Customer Relationship
hojusaram – Creative Commons Attribution License – https://www.flickr.com/photos/hojusaram/2527256358
…painfully struggling for Customer Relationship

Intensely Striving for Product Vision
…intensely striving for Product Vision
Cedric_Ramirez – Creative Commons Attribution License – https://www.flickr.com/photos/44736910@N03/5564432886

The Idea
Dennis Wilkinson – Creative Commons Attribution License – http://ow.ly/xLwM6
Suddenly Joe strokes a brilliant idea

Tell your Story
Wade M – Creative Commons Attribution License – https://www.flickr.com/photos/wadem/2901137499
Joe will tell the Story of his “Personal Journey”
of his Product and of his Customers

Journey as a Metaphor
Alice Popkorn – Creative Commons Attribution License – https://www.flickr.com/photos/alicepopkorn/3377110664
The Story of Joe’s “Journey” with Joe’s Product and
Customers

Ancient Storylines
Jay Park – Creative Commons Attribution License – https://www.flickr.com/photos/jayparkphotography/12675780663
Ancient Storylines and Journey Maps come across Joe’s
mind

Ancient Storylines
Jay Park – Creative Commons Attribution License – https://www.flickr.com/photos/jayparkphotography/12675780663
Joe knows these Maps from Product Design and Lean
Value Stream Maps
Process Maps
Product Flow Maps
Consumption Maps
UX / Customer Journey Maps
Journey Maps
Empathy Maps
…

Value Stream Maps
Value Stream Map
– Creative Commons Attribution License – http://www.conceptdraw.com/solution-park/business-value-stream-mapping
Visualize for a manufacturing plant
the material and information flow
required to deliver a product /
service to customers.
Analyse and identify the process
improvement opportunities that are
available (“Theory of Constraints”)

Process Maps
Process Map
Pete Abilla – Creative Commons Attribution License – http://www.shmula.com/process-cycle-efficiency-pce/330/
Process Cycle Efficiency:
Maps the process
Identifies the Value-added steps,
non-value added steps, and the
non-value added but necessary
steps
Overall cycle time: 182 + 678 = 860 sec.
Process Cycle Efficiency: 182/860 = .21, or 21%
Only 21% of the process above is considered
value-added to the customer.

Pete Abilla – Creative Commons Attribution License – http://www.lean.org/Common/LexiconTerm.aspx?termid=332
Product Flow Maps
A diagram of the path taken by a
product as it travels through the
steps along a Value Stream
Viewing data to visualize possible
flows through systems
Flows appear like noodles, hence
the coining of this term
Product Flow Maps

Consumption Maps
Pete Abilla – Creative Commons Attribution License – http://www.shmula.com/lean-consumption-a-summary/2808/
Shows resource consumptions (in a
Lean environment)Consumption Maps
Steps necessary to register a car or
motorized vehicle

Roberta Tassi, – Creative Commons Attribution License – http://www.servicedesigntools.org/tools/8
Illustrates customers’ processes,
needs, and perceptions throughout
their relationships with a company,
or service(s)
Nails down customer / user
personas
Creates customer stages
Identifies Customers’ goals
Identifies touch-points
Leverages data and time frames
when possible
Lists what teams are involves and
how much effort is required
10 Tips for Creating a Customer Journey Map
Improving UX with Customer Journey Mapping
CX Journey Mapping Toolkit

Business901.com – Creative Commons Attribution License – http://business901.com/value-stream-mapping/mapping-personas/
Views perspective of stakeholders
Identifies how to improve what
stakeholders see, hear, think, gain,
and are challenged by
Empathy Maps
Empathy Maps

Something totally different
But Joe is looking for something different, something…

To connect Customer with Product
…totally different.

To connect Customer with Product
…something to bound the Customer to His Product
emotionally

To get the Customer on board
…something to get the Customer on board right from the
beginning

Joe starts his Journey
92YTribeca – Creative Commons Attribution License – https://www.flickr.com/photos/92ytribeca/4700494462/in/faves-58564123@N05/
Joe takes his Decision
Joe accepts to leave his Comfort-
Zone
Joe decides to start his own “Quest
– Journey”
Joe wants to get his Customer as
Active Do-ers on board
And Joe decides to tell his Product
Development as Joined Story
together with his Customer

To get the Customer on board
Product Design – Innovation Games:
“Buy Me a Feature”, “Hot Tube”, “Worst
Nightmare” – LEGO Serious Plays
Product Requirements
Gathering Workshops – Innovation
Games: “Prune the Product Tree” – LEGO
Serious Plays
Product Release Planning –
Customer is continuously involved in all time
schedules, resource allocations, and other
prioritisations.
Product Retrospectives –
Customer is continuously part of all
Feedback rounds during Release Rollouts
Joe thinks about how to integrate his Customer into Product
Development best

Innovation Games
Ways to integrate the Customer into Product Development:
Product Design Workshops with Innovation Games

Innovation Games
Me and My Shadow: discover hidden needs by
carefully observing what customers actually do
with your products.
Buy a Feature: customers work together to
purchase their most desired features.
Product Box: customers work individually or in small
teams to create and sell their ideal product.
Give Them a Hot Tub: customers provide
feedback on outrageous features to establish
what is truly essential.

Innovation Games
Spider Web: participants work individually or in small
teams to create vivid pictures of how your products
and services fit into their world.
Remember the Future: understand your customers’
definition of success by seeing how they shape their
future. (This game is related with Future Perfect from
Agile Coaching)
Start Your Day: participants collaboratively describe
when, how, and where they use your product(s).
Participants describe their daily, weekly, monthly, and
yearly events related to their use of a product.
Show and Tell: customers describe the most important
artifacts produced by your system to you and other
customers.
The Apprentice: an engineer or product developer
uses the product as an end-user.

Innovation Games
20/20 Vision: customers negotiate the
relative importance of such things as
product features, market requirements,
and product benefits.
Prune the Product Tree: customers
work in small teams to shape the
evolution of your products and services.
Speed Boat: customers identify their biggest pain
points with your products and services.
My Worst Nightmare: Discover hidden and/or
unconsidered worst-case scenarios to develop better
understanding and planning.
Participants imagine and draw a caricature of their
“worst nightmare” related to the product or service
that you’re researching.

LEGO Serious Play
Product Design Workshops with LEGO Serious Play

Joe meets new People
Gueorgui Tcherednitchenko – Creative Commons Attribution License – https://www.flickr.com/photos/spacelion/432296604
Joe meets on his Quest with embedding his Customer new
People – him well-disposed and others…
Enemies show Joe Resistance and
opposition to his New Endeavour
Antagonists mirror Joe’s Darkest
Side and force him to the Final
Fight
New Friends and Companions
support Joe
Mentors, facilitates, and guide Joe

The Mentor
Josh Jensen – Creative Commons Attribution License – https://www.flickr.com/photos/jwjensen/3912747036
Luckily, Joe’s best Friend – George – is a well-known Actor

The Mentor
And Joe can gain George as his Mentor
George teaches Joe the basics
about Story Telling:
Stories are like Myths, Legends,
Fairy Tales and Theatre Plays
Stories have a common "Dramatic
Structure"
Stories follow a “Dramatic Bow”
Stories have certain sets of
Characters – “Personas”

Narrative Structure
Patrice Ouellet – Creative Commons Attribution License – https://www.flickr.com/photos/patrice-photographiste/14162884595
George teaches Joe the Dramatic Arc of a Hero Quest
Resolution
Journey
Mentor & New
Companions
Challenges &
Adventures
The Hero is suddenly forced to
leave his acquainted Setting he
lived in (“Old World”) – Something he
is missing
To find the missing link The Hero
goes on a Journey – The Quest
He stands Challenges, Adventures,
meets his Mentor and new Friends
He gains Honour, Wealth and the
Virgin
The Hero Changes the “old world”
with his new Experiences and
Values
Hero
Setting

Narrative Structure
Patrice Ouellet – Creative Commons Attribution License – https://www.flickr.com/photos/patrice-photographiste/14162884595 | Jens Otto Lange, Thomas
… and George teaches Joe the Similarity to Service Design
Resolution
Journey
Mentor & New
Companions
Challenges &
Adventures
Find it
Get it
Use it
Feel it
Hero
Setting

Narrative Structure
1) Stay in the Familiar World
2) See The New World /
Adventures are Calling
3) Denying the Call
4) Encountering
the Mentor
5) Crossing the Border
6) Proves, Allies, and
Enemies
8) Fight the Dragon
9) The Reward /
Seizing the Sword
10) The Return
11) Renewal / Metamorphosis
12) Return with The Elixir
7) Encroachment to Deepest Hell
George explains Joe the Narrative Structure Step for Step…

Narrative Structure
Stay in the Familiar World
The world the Hero lives in is for
him acquainted and familiar
However he miss’ something

Narrative Structure
See The New World –
The Hero is shown the New World
An undisguised view of new
Possibilities
Adventures are Calling him

Narrative Structure
3) Denying the Call
Denying the Call
The Hero hesitates, he frightens to
start the Journey
He doesn’t want to leave his
Comfort-Zone
His “Internal Guards” back him off

Narrative Structure
3) Denying the Call
4) Encountering
the Mentor
Encountering the Mentor
The Mentor’s knowledge supports
the Hero’s development
The Mentor demands and facilitates
the Hero
The Mentor knows both, the Old
World and the New World as well
The Mentor serves as mediator
between both

Narrative Structure
3) Denying the Call
4) Encountering
the Mentor
Crossing the Border
The Hero takes courage
He takes first steps to cross the
border to the New World

Narrative Structure
3) Denying the Call
4) Encountering
the Mentor
6) Tests, Allies, and Enemies
Proves, Allies, and Enemies
The Worlds turn to “Good” or “Evil”
Hero has to realise who is Friend
who is Enemy
Hero experiments with his role
Hero learns New World’s New Rules

Narrative Structure
3) Denying the Call
4) Encountering
the Mentor
6) Tests, Allies, and Enemies
Encroachment to Deepest Hell
Hero sees complete situation
crystal clear
Hero is facing his greatest
Antagonist
Hero identifies his greatest Enemy

Narrative Structure
3) Denying the Call
4) Encountering
the Mentor
Enemies
8) Fight the Dragon
Fight the Dragon
Turn point and greatest Change of
the Story
It’s a life-or-death struggle – All or
Nothing
Hero is faced his own most
Demonic Shadow, his most darkest
Side

Narrative Structure
3) Denying the Call
4) Encountering
the Mentor
Enemies
8) Fight the Dragon
9) The Reward /
Seizing the Sword
The Reward / Seizing the
Sword
Celebrate and Cheer after the battle
and struggle boisterously
Hero feels his own Confidence
Hero recognises what he wants to
do in the future

Narrative Structure
3) Denying the Call
4) Encountering
the Mentor
Enemies
8) Fight the Dragon
9) The Reward /
Seizing the Sword
10) The Return
The Return
Hero returns in his Old World to
clean up, to gain the Maid
He returns with new Experiences
and Insights

Narrative Structure
3) Denying the Call
4) Encountering
the Mentor
Enemies
8) Fight the Dragon
9) The Reward /
Seizing the Sword
10) The Return
Renewal / Metamorphosis
Cleaning: all disturbing in the past
belongs to Past
New Values and Norms triumph
finally

Narrative Structure
3) Denying the Call
4) Encountering
the Mentor
Enemies
8) Fight the Dragon
9) The Reward /
Seizing the Sword
10) The Return
Return with The Elixir
Hero integrates Experiences and
Insights into daily live
He masters new daily challenges
George explains the Narrative Structure Step for Step…

Narrative Structure
Adam St.John Lawrence, Markus Hormess, Work•Play•Experience, Services Design boom-yeah-Yeah-Boom
George explains the “James Bond Method” of Service Design
Boom!
yeah!
Yeah!
Boom!
Tell your Story like a James Bond Movie
Start with an impressive intro scene:
Boom!
Arrange the following highlights in
ascending order of power to build the
interest: yeah Yeah
End your story with a gigantic BOOM!
Possible Alternatives
“Boom! yeah, Yeah, BOOM!! Smile!”
“Boom! yeah, Yeah, BOOM!! Ahhh!”

The Mentor
And George explains Joe how Stories share Emotions.
By Characters, Props, Light
Each Story shares Emotions by:
Characters – the Hero, the Mentor,
Friends and Supporters, the
Enemies and Opponents
Lights, Props, and Music – both
create empathy through
paraphrasical response
Integrate all of them – if possible!

Hero’s Quest
Joe casts with George’s Help the Personas for his Story
The Hero. For his Journey the Hero leaves his acquainted World. He survives
Adventures, fights with Dragons, finds new Friends, and rescues the Virgin.
The Mentor. The Mentor teaches, facilitates, and guides the Hero during
the Quest.
Companions & Enemies. During the Quest the Hero differentiates between
New Companions and Enemies.
The Dragon. The Hero has to stand several challenges and Fights – the
next more dangerous than the previous. The Dragon is the metaphor for the
Final Fight, a life-or-death Struggle – All or Nothing.
The Virgin. The Virgin, or The Princess, is the Happiness and Luck the Hero
could achieve.
The Treasure. The Treasure is the metaphor for all Experiences, Learnings,
Values and Norms the Hero meets at his Quest.

Hero’s Quest
The Hero’s Parents. The Hero’s Parents are a metaphor for all what the
“Old World” represents: old Values, and old Norms. The Old World holds the
Hero back, and shows Resistance to the New – the Change.
The Virgin’s Parents. The Virgin’s Parents are a metaphor for all what the
“New World” represents: new Values, and new Norms. And the New World
has Resistance as well – they want to keep and hide their Values.
Virgin’s Governance. The Governance is the “Internal Guard” of The
Virgin. She keeps the Values and Norms of The New World up and holds The
Virgin back to love The Hero too early.
The Jester / Hero’s Buddy. The Hero’s oldest pal, they know each other
since the flask. The Jester takes nothing serious, he replies everything with a
joke, he is open minded, and he pushes The Hero to go for the New again
and again.
Joe casts with George’s Help the Personas for his Story

xxxx
Jeffrey Beall – Creative Commons Attribution License – http://www.flickr.com/photos/denverjeffrey/5636579214/
The Stage is Yours – Tell Us Your Story!!

Hero’s Quest
Play the Drama Game – http://bit.ly/TheDramaGame
Play The Drama Game with your
whole Team, all people and
stakeholders involved: Product
Designers, Architects, Developers, and most
important Customer representatives
Play it at different times or
milestones in your Product
Development Life Cycle, e.g. in
Retrospectives
Create a shared understanding
of major events and incidents in
your project
Publish the Stories, e.g. as a
serialised novel in newsletters; you
can even perform a Theater Play for
marketing events

Drama Game – Playing Material
Objectives
• Players – customers, dev team, architects, and QA, etc. – identify crucial
events and incidents during product development.
• Players reflect their behaviour (personal feelings, thoughts, consequences,
actions, and sayings) in these events and incidents (Personal Stories).
Players reflect in the team switching of roles and value changes during the
project.
• Unveiling hidden impediments.
• Players create and communicate a common, sharable story, representing the
interpretations of all participants.
The goal of the game is to create a shared understanding of crucial situations
("incidents") happened in the product development life cycle.
Play the game in retrospectives during your project or as post-mortem analysis
after the project.
You can play it with unlimited many participants.
As large-group game build teams by their responsibility: group of developers,
group of customers, etc.
Duration 2h to 1 work day depending on # players and granularity of details

Playing Instructions
Templates for Quest Events Labels
Templates for Character Stickers
Templates to Write Stories (Story
Cards)
Templates for Game Board

Play the Drama Game – Playing Instructions
http://bit.ly/TheDramaGame
You can play the game in two ways:
1. For a realistic correspondence to
your real-world project pin a
thick cord (2-3m) with pins /
needles windingly on the wall /
floor.
Make the distances between
pins corresponding to real-life
time intervals of your project.
Stick quest name tags to each.
2. If you do not want to play with
needles and pins, use the Game
board.

Playing Instructions
1. Sketch the Story: ...through a short retrospective select crucial real-life situations ("incidents")
happened in your actual product development:
• discuss with players the proper mapping of each incident to the symbolic quest marks (you can
map multiple incidents to marks #6-#7);
• write the incident as headline (summary) on the associated name tag;
• each player or team of players chooses a coloured twine.
2. Write the Drama Stories: ...for each mark of quest:
• describe from your point of view only for each incident, what you personally had observed, felt,
thought, said, and heard in this situation; use the empathy map on the story card for collecting
and clustering information;
• in case you play with teams, each team member writes her own story; create then a joined
story;
3. Cast your Drama Stories: ...for all stories at a certain quest mark:
• discuss in the team which role character (including the "Treasure”) fits the story description best;
• pin/paste the associated role stickers to the story card and beneath the quest mark in question;
• each author team connects her role stickers of the current quest mark with one of the previous
quest mark by her coloured twine;
Note: role assignments may switch since players switch their perspectives and motivations;
• update a record which characters enters the first time the “scene” incessantly.
4. Write the Common Story: ...combine all individual stories to a common, sharable Story.
5. Debrief: ...reflect in the team switching of roles and values changes during the project.
6. Publish: ...with the material collected write the Common Story. The Common Story should reflect
all personas and their interpretation. Share the Common Story.
Play the Drama Game – Playing Instructions

Material
1 Game board
1 Rope (2-3 m)
12 Needles or pins
12 Name tags for the Quest
26 Character / Role stickers
13 Coloured twines
Play the Drama Game – Playing Material

Quest Labels
Play the Drama Game – Names of Quest Marks
Print on pasteboard and cut out
Incident: ……………………………
2) See The New World / Adventures are Calling
Incident: ……………………………
3) Denying the Call
Incident: ……………………………
4) Encountering the Mentor
Incident: ……………………………
Incident: ……………………………
6) Proves, Allies, and Enemies
Incident: ……………………………
8) Fight the Dragon
Incident: ……………………………
9) The Reward / Seizing the Sword
Incident: ……………………………
10) The Return
Incident: ……………………………
Incident: ……………………………
Incident: ……………………………
Incident: ……………………………

Character / Role Stickers
Play the Drama Game – Character / Role Stickers
Print 2 copies on pasteboard and cut out

FrommypointofviewthesituationatQuestmark#……………wasasfollows:
....……………………………………………………………………………….……………………………………………
....……………………………………………………………………………….……………………………………………
....……………………………………………………………………………….……………………………………………
....……………………………………………………………………………….……………………………………………
....……………………………………………………………………………….……………………………………………
....……………………………………………………………………………….……………………………………………
....……………………………………………………………………………….……………………………………………
....……………………………………………………………………………….……………………………………………
....……………………………………………………………………………….……………………………………………
....……………………………………………………………………………….……………………………………………
....……………………………………………………………………………….……………………………………………
....……………………………………………………………………………….……………………………………………
....……………………………………………………………………………….……………………………………………
....……………………………………………………………………………….……………………………………………
....……………………………………………………………………………….……………………………………………
....……………………………………………………………………………….……………………………………………
....……………………………………………………………………………….……………………………………………
....……………………………………………………………………………….……………………………………………
StoryCard
RoleLabel
NameofPlayer/Team…………………………………

1) Stay in The Old World
Adventures Call
3) Denying the Call
4) Encountering
the Mentor
8) Fight the
Dragon
9) The Reward /
Seizing the Sword
10) The Return
7) Encroachment
to Deepest Hell
6) Tests,
Allies, and
Enemies
PatriceOuellethttps://www.flickr.com/photos/patrice-photographiste/14162884595
Plays-In-Business.com
Fritz-Kalle-Str. 4 • D-65187 Wiesbaden
Fon: +49-172-6915261 • Fax: + +49-3212-1312401
info@plays-in-business.com • www.plays-in-business.com
Improvement is like playing – be enthusiastic and have fun
Software Process Improvement Consulting: ISO 15504, (SPiCe, AutomotiveSPiCE,
CMMI (DEV, ACQ, SVR), ITIL, CobIT, Prince2
Agile Coaching / Scrum CSM, Innovation & Product Management

Hugh MacLeod, GapingvoidArt

Questions? – Comments? – Interested in
consultancy?
Drop me a note:
info@plays-in-business.com
Or call me: +49-172-
6915261 (mobil)
Twitter: @M_Tarnowski, @PlaysInBusiness
Facebook: http://bit.ly/PiB-FB
LinkedIn: http://bit.ly/MT-LinkdIn
Xing: http://bit.ly/MT-Xing
SlideShare: http://bit.ly/MT-SShare

 Trained Innovation Games Facilitator
 Trained LEGO Serious Play Facilitator
 Management 3.0 certified Facilitator
 Certifed Scrum Master, Agile Coaching
 ISO 15504/Automotive SPiCE Assessor
 Requirements Engineering & Management
consultancy
 Quality Assurance & Management consultancy
 Project Management & Configuration Management
consultancy
ISO 15504 Assessor
Industrial Sectors:
Automotive, Finance, Logistics & Public Transport,
Defence & Aerospace, Aviation & Air Traffic,
Management
Plays-In-Business.com
Plays-In-Business.com • Fritz-Kalle-Str. 4 • D-65187 Wiesbaden • Fon: +49-172-6915261 • Fax: + +49-3212-1312401
info@plays-in-business.com • www.plays-in-business.com

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