Using Comics and Made Up Stories for Customer Discovery (Lean Startup Challenge Sept 2012)
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Using Comics and Made Up Stories for Customer Discovery (Lean Startup Challenge Sept 2012)

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Using Comics and Made Up Stories for Customer Discovery (Lean Startup Challenge Sept 2012) Using Comics and Made Up Stories for Customer Discovery (Lean Startup Challenge Sept 2012) Presentation Transcript

  • Comics andMade Up Stories forCustomer Discovery Carl Seglem, UX Designer Lean Startup Challenge Boston Saturday, September 22, 2012 carl@carlseglem.com @carlseglem www.carlseglem.com linkedin.com/in/carlseglem
  • Who’s here?Roles Other Orgs Lean StartupDev Startup Heard ofBiz Big Read, learnedDesign Small Tried, workshopOther...? Startup in bigger Lots, teach Other...? Other...?
  • 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
  • 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)Challenge Competition with mentors, speakers, and prize money
  • “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
  • “Value Proposition Designer Canvas” (Credit to Alex Osterwalder)http://www.businessmodelalchemist.com/2012/08/achieve-product-market-fit-with-our-brand-new- value-proposition-designer.html
  • “Value Proposition Designer Canvas” (Credit to Alex Osterwalder)http://www.businessmodelalchemist.com/2012/09/test-your-value-proposition-supercharge-lean- startup-and-custdev-principles.html
  • “Value Proposition Designer Canvas” (Credit to Alex Osterwalder) http://goo.gl/tYtbT
  • 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
  • The elephant problem It’s a tree It’s a snake
  • I contendMade up stories (scenarios)and comicsare quick (low-waste) ways tocommunicate and validate valueproposition hypotheses.
  • A scenario
  • “How much farther?!”Sandy is hiking Mt. Monadnock with her 5-and 8-year-old kids. They keep asking “howmuch farther?” She wants to encourage andpace the kids, but the trail map is confusing.Sandy checks “HMF”, and “HMF” tells her she’salmost half way and coming up on a nice spotto rest and enjoy the view.Sandy and the kids stick with it for anotherfew minutes and stop for a snack beforecontinuing to the summit.
  • 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 andGoal 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)
  • About 6 sentencesArchetypical 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 andGoal 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.
  • 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)
  • What good is a scenario? Another way to validate customer segment andSandy is hiking Mt. Monadnock with her 5- problem hypothesesand 8-year-old kids. They keep asking “howmuch farther?” She wants to encourage andpace the kids, but theeasy way to confusing. A fast and trail map is do test preliminary solution hypothesesSandy checks “HMF”, and “HMF” tells her she’salmost half way and coming up on a nice spotto rest and enjoy the view. Skeleton of concierge offeringSandy and the kids stick with it for anotherfew minutes and stop for a snack beforecontinuing to the summit. Scaffolding for prototypes, MVPs
  • How to make a scenario?Archetypical User Archetypical(representing segment) Context, situation Be specific and archetypical in describingGoal user, context and goal.(problem to be solved) Start with trigger Work independently firstActions by user and system (company offering) “What happens next?” “Then what happens?”Achievement of a goal (enough to take a break)
  • About 6 SentencesArchetypical User Archetypical(representing segment) Context, situation 1. Be specific and archetypical in describingGoal 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.
  • Is your solution showing?Archetypical User Archetypical(representing segment) Context, situation Be specific and No Technical archetypical in describing ImplementationGoal user, context and goal. Could substitute(problem to be solved) people, phone, Start with trigger paper, kiosk, Work independently first robot, mobile appActions by user and system (company offering) “What happens next?” “Then what happens?”Achievement of a goal (enough to take a break)
  • What else?Archetypical User Archetypical(representing segment) Context, situation Be specific and No Technical archetypical in describing ImplementationGoal user, context and goal. Could substitute(problem to be solved) people, phone, Start with trigger paper, kiosk, Work independently first robot, mobile appActions by user and system (company offering) “What happens next?” Revise to be “Then what happens?” leaner, meanerAchievement of a goal (enough to take a break)
  • 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 howGoal 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)
  • 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)
  • 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 howGoal 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)
  • 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 forGoal 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)
  • 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)
  • Now, you try it. (2 mins) Archetypical User Archetypical1. (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 app4.Actions by user and system (company offering)5. “What happens next?” “Then what happens?”6.Achievement of a goal (enough to take a break)
  • Understandable? Falsifiable? Archetypical User Archetypical1. (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 app4.Actions by user and system (company offering)5. “What happens next?” “Then what happens?”6.Achievement of a goal (enough to take a break)
  • Words are boring.Jack is trying to lose weight. He’s been able towhen he counted calories, but he hasn’t beenable to stick with it for long because of howannoying it is. At the diner for lunch...Jack gets out “LS”, and in an instant, “LS” hascaptured his meal and starts tabulating thecalories in his meal.At dinner at home, Jack checks “LS” and seesthat there were more calories in lunch than hethough. Having a salad keeps him on track.
  • Words are boring. rJack is trying to lose weight. He’s been able to dwhen he counted calories, but he hasn’t been ;able to stick with it for long because of howannoying it is. At the diner for lunch...t lJack gets out “LS”, and in an instant, “LS” hascaptured his meal and starts tabulating thecalories in his meal.At dinner at home, Jack checks “LS” and seesthat there were more calories in lunch than hethough. Having a salad keeps him on track.
  • How about comics? http://www.slideshare.net/IntuitInc/conserve-code-storyboard-experiences-with-customers-first
  • Will people mock comics? http://www.slideshare.net/IntuitInc/conserve-code-storyboard-experiences-with-customers-first
  • How to structure? http://www.slideshare.net/IntuitInc/conserve-code-storyboard-experiences-with-customers-first
  • 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
  • Don’t comics show tech?Archetypical User No Technical Archetypical(representing segment) Implementation Context, situationGoal (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
  • Six-frame comicsArchetypical User(representing segment) Actions byGoal (problem to be solved) user and systemArchetypical Context, situation Achievement Actions by user and of a goal system (company offering) (enough to continued take a break)
  • But I can’t draw!
  • Drawing contexts
  • There are tools
  • You try (4 mins): Scenario ComicArchetypical User(representing segment) Actions byGoal (problem to be solved) user and systemArchetypical Context, situation Achievement Actions by user and of a goal system (company offering) (enough to continued take a break)
  • 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)
  • 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
  • How many scenarios/comics?User UserGoal Actions Goal ActionsContext Context Achieve- Achieve- Actions ment Actions mentUser UserGoal Actions Goal ActionsContext Context Achieve- Achieve- Actions ment Actions mentStart with one per customer segmentthat changes the scenario, e.g. two fortwo-sided market.Keep focus — resist adding more.
  • 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
  • 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 forGoal 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)
  • The elephant problem It’s a tree It’s a snake
  • 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) Oh, this would Yes, but it also... wouldn’t...
  • I contendMade up stories (scenarios)and comicsare quick (low-waste) ways tocommunicate and validate valueproposition hypotheses.
  • Customer Development And Beyond: Prioritization Positioning Web Site Communication
  • Comics and Made Up Stories for Customer Discovery ! nksTh Q& a Carl Seglem, UX Designer A Lean Startup Challenge Boston Thursday, September 22, 2012 carl@carlseglem.com @carlseglem www.carlseglem.com linkedin.com/in/carlseglem