Carl Seglem at Lean Startup Circle Boston June 28, 2012 tl;dr: "I contend made up stories (scenarios" and comics are quick (low-waste) ways to communicate and validate value proposition hypotheses" What are 'Lean' and Customer Discovery? Challenges with phrases as value propositions. Examples of made up stories (scenarios) and how to structure them. Examples of comics and how to structure them. Examples and inspiration for people who claim they can't draw.

1. Comics and
Made Up Stories for
Customer Discovery
Carl Seglem, UX Designer
Lean Startup Circle Boston
Thursday, June 28, 2012
carl@carlseglem.com
@carlseglem
www.carlseglem.com
linkedin.com/in/carlseglem

2. Who’s here?
Roles Orgs Lean Startup
Dev Startup Heard of
Biz Big Read, learned
Design Small Tried, workshop
Other...? Startup in bigger Lots, teach
Other...? Other...?

3. Where are we going?
• Where in the Lean Startup world can made
up stories and comics fit?
• Scenarios — described plus a chance to try
• Comics — also described plus a chance to
try, even if you “can’t draw”
• A few other things about scenarios and
comics.
• Q&A

4. Less waste — don’t make
Lean stuff people don’t actually
want (paraphrasing Eric Ries)
Team in search of a viable
business model in
Startup extreme uncertainty —
discovering, not
executing (paraphrasing Steve Blank)
Circle Coming together to talk about how to find with little
waste

5. “Customer Development”
(Credit to Steve Blank and Alex Osterwalder)
http://steveblank.files.wordpress.com/2009/05/customer-development-diagram.jpg
http://en.wikipedia.org/wiki/Business_Model_Canvas

6. “Customer Value Canvas
(Credit to Alex Osterwalder)
http://www.businessmodelalchemist.com/2012/01/the-customer-value-canvas-v-0-8.html

7. How do you ?
Interview
How do you communicate?
Read
How do you validate?
Observe
(Get out of the Building)
Build Something (prototype, MVP)
“Expensive” Waste

8. The elephant problem
It’s a tree It’s a snake

9. I contend
Made up stories (scenarios)
and comics
are quick (low-waste) ways to
communicate and validate value
proposition hypotheses.

10. A scenario

11. “How much farther?!”
Sandy is hiking Mt. Monadnock with her 5-
and 8-year-old kids. They keep asking “how
much farther?” She wants to encourage and
pace the kids, but the trail map is confusing.
Sandy checks “HMF”, and “HMF” tells her she’s
almost half way and coming up on a nice spot
to rest and enjoy the view.
Sandy and the kids stick with it for another
few minutes and stop for a snack before
continuing to the summit.

12. What’s a context scenario?
Archetypical User Archetypical
(representing segment) Context, situation
Sandy is hiking Mt. Monadnock with her 5-
and 8-year-old kids. They keep asking “how
much farther?” She wants to encourage and
Goal pace the kids, but the trail map is confusing.
(problem to be solved)
Sandy checks “HMF”, and “HMF” tells her she’s
almost half way and coming up on a nice spot
to rest and enjoy the view.
Actions by user and system (company offering)
Sandy and the kids stick with it for another
few minutes and stop for a snack before
continuing to the summit.
Achievement of a goal (enough to take a break)

13. About 6 sentences
Archetypical User Archetypical
1.
(representing segment) Context, situation
Sandy is hiking Mt. Monadnock with her 5-
and 8-year-old kids. They keep asking “how
much farther?” She wants to encourage and
Goal pace the kids, but the trail map is confusing. 2.
(problem to be solved)
Sandy checks “HMF”, and “HMF” tells her she’s
almost half way and coming up on a nice spot
to rest and enjoy the view. 3.
Actions by user and system (company offering) 4.
Sandy and the kids stick with it for another 5.
few minutes and stop for a snack before
continuing to the summit.
Achievement of a goal (enough to take a break) 6.

14. What’s a context scenario?
Archetypical User Archetypical
(representing segment) Context, situation
Sandy is hiking Mt. Monadnock Could substitute
with her 5-
No Technical
and 8-year-old kids. They keep asking “how
people, phone,
Implementation
much farther?” She wants to encourage and
paper, kiosk,
Goal pace the kids, but the trail map is confusing. app
robot, mobile
(problem to be solved)
Sandy checks “HMF”, and “HMF” tells her she’s
almost half way and coming up on a nice spot
to rest and enjoy the view.
Actions by user and system (company offering)
Sandy and the kids stick with it for another
few minutes and stop for a snack before
continuing to the summit.
Achievement of a goal (enough to take a break)

15. What good is a scenario?
Another way to validate
customer segment and
Sandy is hiking Mt. Monadnock with her 5-
problem hypotheses
and 8-year-old kids. They keep asking “how
much farther?” She wants to encourage and
pace the kids, but theeasy way to confusing.
A fast and trail map is do test
preliminary solution hypotheses
Sandy checks “HMF”, and “HMF” tells her she’s
almost half way and coming up on a nice spot
to rest and enjoy the view.
Skeleton of concierge offering
Sandy and the kids stick with it for another
few minutes and stop for a snack before
continuing to the summit.
Scaffolding for prototypes, MVPs

16. How to make a scenario?
Archetypical User Archetypical
(representing segment) Context, situation
Be specific and
archetypical in describing
Goal user, context and goal.
(problem to be solved)
Start with trigger
Work independently first
Actions by user and system (company offering)
“What happens next?”
“Then what happens?”
Achievement of a goal (enough to take a break)

17. About 6 Sentences
Archetypical User Archetypical
(representing segment) Context, situation
1.
Be specific and
archetypical in describing
Goal user, context and goal.
2.
(problem to be solved)
Start with trigger
Work independently first 3.
Actions by user and system (company offering) 4.
“What happens next?” 5.
“Then what happens?”
Achievement of a goal (enough to take a break) 6.

18. Is your solution showing?
Archetypical User Archetypical
(representing segment) Context, situation
Be specific and
No Technical
archetypical in describing
Implementation
Goal user, context and goal.
Could substitute
(problem to be solved) people, phone,
Start with trigger paper, kiosk,
Work independently first robot, mobile app
Actions by user and system (company offering)
“What happens next?”
“Then what happens?”
Achievement of a goal (enough to take a break)

19. What else?
Archetypical User Archetypical
(representing segment) Context, situation
Be specific and
No Technical
archetypical in describing
Implementation
Goal user, context and goal.
Could substitute
(problem to be solved) people, phone,
Start with trigger paper, kiosk,
Work independently first robot, mobile app
Actions by user and system (company offering)
“What happens next?” Revise to be
“Then what happens?” leaner, meaner
Achievement of a goal (enough to take a break)

20. How about an example?
Archetypical User Archetypical
(representing segment) Context, situation
Jack is trying to lose weight. He’s been able to
when he counted calories, but he hasn’t been
able to stick with it for long because of how
Goal annoying it is. At the diner for lunch...
(problem to be solved)
Jack gets out “LS” mobile app, and captures
his meal and “LS” starts tabulating the
calories and protein in his meal.
Actions by user and system (company offering)
At dinner at home, Jack checks “LS” and sees
that there were more calories in lunch than he
though. Having a salad keeps him on track.
Achievement of a goal (enough to take a break)

21. How about an example?
Archetypical User No Technical
Archetypical
(representing segment) Implementation
Context, situation
Jack is trying to lose weight. He’s been able to
Could substitute
when he counted calories, but he hasn’t been
people, phone,
able to stick with it for long because of how
paper, kiosk,
Goal annoying it is. At the diner for lunch...
robot, mobile app
(problem to be solved)
Jack gets out “LS” mobile app, and captures
his meal and “LS” starts tabulating the
calories and protein in his meal.
Actions by user and system (company offering)
At dinner at home, Jack checks “LS” and sees
that there were more calories in lunch than he
though. Having a salad keeps him on track.
Achievement of a goal (enough to take a break)

22. How about an example?
Archetypical User Archetypical
(representing segment) Context, situation
Jack is trying to lose weight. He’s been able to
when he counted calories, but he hasn’t been
able to stick with it for long because of how
Goal annoying it is. At the diner for lunch...
(problem to be solved)
Jack gets out “LS”, and in an instant, “LS” has
captured his meal and starts tabulating the
calories and protein in his meal.
Actions by user and system (company offering)
At dinner at home, Jack checks “LS” and sees
Revise to be
that there were more calories in lunch than he
leaner, meaner
though. Having a salad keeps him on track.
Achievement of a goal (enough to take a break)

23. How to test hypotheses?
Archetypical User Archetypical
(representing segment) Context, situation
Jack is trying to lose weight. He’s been able to
Can peoplebeen
like
when he counted calories, but he hasn’t
Can you find Jackof how
see
able people like Jack? long because
to stick with it for
Goal annoying it is. At the diner for lunch... in the
themselves
(problem to be solved) situation?
Jack gets out “LS”, and in an instant, “LS” has
captured his meal and starts...see themselves
tabulating the
calories in his meal. in the story?
Actions by user and system (company offering)
At dinner people like checks “LS” and sees
Will at home, Jack
there were more calories in lunch thanahe
thatJack give currency How about
though. for value? “false” scenario?
Having a salad keeps him on track.
Achievement of a goal (enough to take a break)

24. How to use for concierge?
Archetypical User Archetypical
(representing segment) Context, situation
Jack is trying to lose weight. He’s been able to
Have people be the system (“LS”).
when he counted calories, but he hasn’t been
In person first, then perhaps
able to stick with it for long because of how
adding distance and tech.
Goal annoying it is. At the diner for lunch...
(problem to be solved)
Jack gets out “LS”, and in an instant, “LS” has
captured his meal and starts tabulating the
calories in his meal.
Actions by user and system (company offering)
At dinner at home, Jack checks “LS” and sees
that there were more calories in lunch than he
though. Having a salad keeps him on track.
Achievement of a goal (enough to take a break)

25. Now, you try it. (2 mins)
Archetypical User Archetypical
1.
(representing segment) Context, situation
Be specific and
No Technical
archetypical in describing
Implementation
user, context and goal.
2.Goal Could substitute
(problem to be solved) people, phone,
Start with trigger paper, kiosk,
3. Work independently first robot, mobile app
4.Actions by user and system (company offering)
5.
“What happens next?”
“Then what happens?”
6.Achievement of a goal (enough to take a break)

26. Understandable? Falsifiable?
Archetypical User Archetypical
1.
(representing segment) Context, situation
Be specific and
No Technical
archetypical in describing
Implementation
user, context and goal.
2.Goal Could substitute
(problem to be solved) people, phone,
Start with trigger paper, kiosk,
3. Work independently first robot, mobile app
4.Actions by user and system (company offering)
5.
“What happens next?”
“Then what happens?”
6.Achievement of a goal (enough to take a break)

27. Words are boring.
Jack is trying to lose weight. He’s been able to
when he counted calories, but he hasn’t been
able to stick with it for long because of how
annoying it is. At the diner for lunch...
Jack gets out “LS”, and in an instant, “LS” has
captured his meal and starts tabulating the
calories in his meal.
At dinner at home, Jack checks “LS” and sees
that there were more calories in lunch than he
though. Having a salad keeps him on track.

28. Words are boring.
r
Jack is trying to lose weight. He’s been able to
d
when he counted calories, but he hasn’t been
;
able to stick with it for long because of how
annoying it is. At the diner for lunch...
t l
Jack gets out “LS”, and in an instant, “LS” has
captured his meal and starts tabulating the
calories in his meal.
At dinner at home, Jack checks “LS” and sees
that there were more calories in lunch than he
though. Having a salad keeps him on track.

29. How about comics?
http://www.slideshare.net/
IntuitInc/conserve-code-storyboard-experiences-with-customers-first

30. Will people mock comics?
http://www.slideshare.net/
IntuitInc/conserve-code-storyboard-experiences-with-customers-first

31. How to structure?
http://www.slideshare.net/
IntuitInc/conserve-code-storyboard-experiences-with-customers-first

32. Like a context scenario?
Archetypical User Archetypical
(representing segment) 1. Context, situation 2.
Goal (problem to be solved)
3.
4.
Actions by user and system (company offering) 5.
Achievement of a goal (enough to take a break) 6.
http://www.slideshare.net/
IntuitInc/conserve-code-storyboard-experiences-with-customers-first

33. Don’t comics show tech?
Archetypical User No Technical
Archetypical
(representing segment) Implementation
Context, situation
Goal (problem to be solved) Could substitute
people, phone,
paper, kiosk,
“ST”
robot, mobile app
“ST”
“ST” “ST”
“ST” “ST” “ST”
“ST”
Actions by user and system (company offering)
Achievement of a goal (enough to take a break)
http://www.slideshare.net/
IntuitInc/conserve-code-storyboard-experiences-with-customers-first

34. Six-frame comics
Archetypical User
(representing segment) Actions by
Goal (problem to be solved) user and
system
Archetypical Context, situation
Achievement
Actions by user and of a goal
system (company offering) (enough to
continued take a break)

35. But I can’t draw!

36. Drawing contexts

37. There are tools

38. You try (4 mins):
Scenario Comic
Archetypical User
(representing segment) Actions by
Goal (problem to be solved) user and
system
Archetypical Context, situation
Achievement
Actions by user and of a goal
system (company offering) (enough to
continued take a break)

39. Understandable? Falsifiable?
Scenario Comic
Archetypical User
(representing segment) Actions by
Goal (problem to be solved) user and
system
Archetypical Context, situation
Achievement
Actions by user and of a goal
system (company offering) (enough to
continued take a break)

40. Why comics over stories?
Need to show Need to show
social situation, emotion (faces)
crowds, location
“ST” “ST”
“ST” “ST”
“ST” “ST” “ST”
“ST”
Visual thinker Attention with
with skills difference, fun
http://www.slideshare.net/
IntuitInc/conserve-code-storyboard-experiences-with-customers-first

41. How many scenarios/comics?
User User
Goal Actions Goal Actions
Context Context
Achieve- Achieve-
Actions ment Actions ment
User User
Goal Actions Goal Actions
Context Context
Achieve- Achieve-
Actions ment Actions ment
Start with one per customer segment
that changes the scenario, e.g. two for
two-sided market.
Keep focus — resist adding more.

42. How do you ?
Interview
How do you communicate?
Read
How do you validate?
Observe
(Get out of the Building)
Build Something (prototype, MVP)
“Expensive” Waste

43. How to test hypotheses?
Archetypical User Archetypical
(representing segment) Context, situation
Jack is trying to lose weight. He’s been able to
Can peoplebeen
like
when he counted calories, but he hasn’t
Can you find Jackof how
see
able people like Jack? long because
to stick with it for
Goal annoying it is. At the diner for lunch... in the
themselves
(problem to be solved) situation?
Jack gets out “LS”, and in an instant, “LS” has
captured his meal and starts...see themselves
tabulating the
calories in his meal. in the story?
Actions by user and system (company offering)
At dinner people like checks “LS” and sees
Will at home, Jack
there were more calories in lunch thanahe
thatJack give currency How about
though. for value? “false” scenario?
Having a salad keeps him on track.
Achievement of a goal (enough to take a break)

44. The elephant problem
It’s a tree It’s a snake

45. An elephant solution
Archetypical User
(representing segment) Actions by
Goal (problem to be solved) user and
system
Archetypical Context, situation
Achievement
Actions by user and of a goal
system (company offering) (enough to
continued take a break)
Yes, but it
Oh, this would wouldn’t...
also...

46. I contend
Made up stories (scenarios)
and comics
are quick (low-waste) ways to
communicate and validate value
proposition hypotheses.

47. Customer Development
And Beyond:
Prioritization
Positioning
Web Site
Communication

48. Comics and
Made Up Stories for
Customer Discovery
!
nks
Th Q&
a Carl Seglem, UX Designer
A
Lean Startup Circle Boston
Thursday, June 28, 2012
carl@carlseglem.com
@carlseglem
www.carlseglem.com
linkedin.com/in/carlseglem