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Story Mapping for Product Design
What is a Story Map?
Why make them?
How to make one?
Do they really work?
What is a Story Map?
Invented by Jeff Patton
a collaborative discovery activity ...
Heidi Helminiak, Jeff Patton, and me at
Etsy in Brooklyn, NY 2015
“Discovery is an active
and ongoing collaboration
between product, user
experience design, and
engineering.”
Marty Cagen s...
Product
Team
$
smart person
idea
business plan
The product team ...
Jen Yates, creater CakeWrecks.com
pee
feed
dog
Story map exercise
Turn off
alarm
Individually: all
the activities
you do to get
ready for work.
get out
of b...
Story map exercise
Turn
off
alarm
Work together and label related activities
get
out of
bed
pee
feed
dog
... ...
Waking
Ba...
Story map exercise
Turn off
alarm
Let’s say you wake up late ...
get out
of bed pee
feed dog
...
grab
food
Waking
Bath
roo...
Personas
our imaginary friends
BUZZ WORDSStart up
Lean UX Agile
Pivot Innovative
A brief history of personas
Angus Jenkinson
1993
“CustomerPrints
Alan Cooper
1995-99
“Personas”
–Kim Goodwin, “Perfecting your Personas” 2008
“Personas represent behavior
patterns, not job descriptions.”
My reasons to avoid personas
My reasons to avoid personas
They aren’t created from real data
No collaboration
Confused with customer
Not used
Not valid...
Here’s what we
did
Product core team
Product manager
Designer
Lead developer
Persona 1



6, 8, 5
Persona 2
11, 3
Persona 1



6, 8, 5
Persona 2
11, 3
Basic timeline
Week 1 Week 2
Plan Interview - 6 days
Process data
Document
Brendan
2.5%
13.5%
34% 34%
16%
Gus
Innovators Early adopters Early majority Late majority Laggards
One more
thing.
One more
thing.
Changing conversations
Comics and stories
Story mapping
Story mapping
Design studios
Critiques
“I was able to leave the
store and attend my
daughter’s Tae Kwan Do
for the first time because
now I have help - thanks
to...
Lesson learned
Bringing imaginary friends to life
Product core team
Made from real data
Put personas to work
Don’t stop observing customers
WALKING PERSONA
THE
Passionate Pragmatists
Passionate Pragmatists
{Passionate Pragmatists
{Passionate Pragmatists
{Passionate Pragmatists
Marketing Product
Social Media Campaign Native app for shopping
Demographics Pain points
More Group Fun
Split into groups and conduct interviews
You’ve been hired to create a grocery
shopping app by a popular or...
Context Goals/Pains
Picture & Name About
Persona Template
Create either a grocery list app or create a social media
campai...
More Group Fun
Split into groups and conduct interviews
You’ve been hired by a popular organic food
market chain to create...
pee
feed
dog
Story map exercise
Turn off
alarm
Individually: all
the activities
you do to get
ready for work.
get out
of b...
Story Map Rules*
• Sticky notes are magical - use the magic
• Shut up - don’t talk
• Work in smallest team possible
• Know...
storiesonboard.com
160%
Essential Reading
Inspired
How to create
products
customers love
By Marty Cagan
User Story
Mapping
Discover the
Whole Story,
Build the Right
Product
By Jeff Patton
Designing for the
Digital Age: How to
Create Human-
Centered Products
and Services
by Kim Goodwin
The User Is Always Right:
A Practical Guide to
Creating and Using
Personas for the Web

by Steve Mulder, Ziv Yaar
@archiemiller
archie_r_miller@carmax.com
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  1. 1. Story Mapping for Product Design
  2. 2. What is a Story Map? Why make them? How to make one? Do they really work?
  3. 3. What is a Story Map? Invented by Jeff Patton a collaborative discovery activity ...
  4. 4. Heidi Helminiak, Jeff Patton, and me at Etsy in Brooklyn, NY 2015
  5. 5. “Discovery is an active and ongoing collaboration between product, user experience design, and engineering.” Marty Cagen sez: Silicon Valley Product Group
  6. 6. Product Team $ smart person idea business plan
  7. 7. The product team ...
  8. 8. Jen Yates, creater CakeWrecks.com
  9. 9. pee feed dog Story map exercise Turn off alarm Individually: all the activities you do to get ready for work. get out of bed pee 3 minutes - DON’T Talk
  10. 10. Story map exercise Turn off alarm Work together and label related activities get out of bed pee feed dog ... ... Waking Bath room stuff Kitche n Stuff Shave shower
  11. 11. Story map exercise Turn off alarm Let’s say you wake up late ... get out of bed pee feed dog ... grab food Waking Bath room stuff Kitchen Stuff Shave shower Get outin 15 min
  12. 12. Personas our imaginary friends
  13. 13. BUZZ WORDSStart up Lean UX Agile Pivot Innovative
  14. 14. A brief history of personas Angus Jenkinson 1993 “CustomerPrints Alan Cooper 1995-99 “Personas”
  15. 15. –Kim Goodwin, “Perfecting your Personas” 2008 “Personas represent behavior patterns, not job descriptions.”
  16. 16. My reasons to avoid personas
  17. 17. My reasons to avoid personas They aren’t created from real data No collaboration Confused with customer Not used Not validated
  18. 18. Here’s what we did
  19. 19. Product core team Product manager Designer Lead developer
  20. 20. Persona 1
 
 6, 8, 5 Persona 2 11, 3
  21. 21. Persona 1
 
 6, 8, 5 Persona 2 11, 3
  22. 22. Basic timeline Week 1 Week 2 Plan Interview - 6 days Process data Document
  23. 23. Brendan 2.5% 13.5% 34% 34% 16% Gus Innovators Early adopters Early majority Late majority Laggards
  24. 24. One more thing.
  25. 25. One more thing. Changing conversations
  26. 26. Comics and stories
  27. 27. Story mapping
  28. 28. Story mapping
  29. 29. Design studios
  30. 30. Critiques
  31. 31. “I was able to leave the store and attend my daughter’s Tae Kwan Do for the first time because now I have help - thanks to Snagajob.“
  32. 32. Lesson learned Bringing imaginary friends to life
  33. 33. Product core team
  34. 34. Made from real data
  35. 35. Put personas to work
  36. 36. Don’t stop observing customers
  37. 37. WALKING PERSONA THE
  38. 38. Passionate Pragmatists
  39. 39. Passionate Pragmatists
  40. 40. {Passionate Pragmatists
  41. 41. {Passionate Pragmatists
  42. 42. {Passionate Pragmatists Marketing Product Social Media Campaign Native app for shopping Demographics Pain points
  43. 43. More Group Fun Split into groups and conduct interviews You’ve been hired to create a grocery shopping app by a popular organic food market chain. But first you must learn about how people buy groceries.
  44. 44. Context Goals/Pains Picture & Name About Persona Template Create either a grocery list app or create a social media campaign to promote a local organic food market
  45. 45. More Group Fun Split into groups and conduct interviews You’ve been hired by a popular organic food market chain to create a grocery shopping app. But first you must learn about how people buy groceries. Teams regroup and use interview data to create persona Each team introduce their persona
  46. 46. pee feed dog Story map exercise Turn off alarm Individually: all the activities you do to get ready for work. get out of bed pee 3 minutes - DON’T Talk
  47. 47. Story Map Rules* • Sticky notes are magical - use the magic • Shut up - don’t talk • Work in smallest team possible • Know your story It’s about shared understanding, not model compliance.
  48. 48. storiesonboard.com
  49. 49. 160%
  50. 50. Essential Reading
  51. 51. Inspired How to create products customers love By Marty Cagan
  52. 52. User Story Mapping Discover the Whole Story, Build the Right Product By Jeff Patton
  53. 53. Designing for the Digital Age: How to Create Human- Centered Products and Services by Kim Goodwin
  54. 54. The User Is Always Right: A Practical Guide to Creating and Using Personas for the Web
 by Steve Mulder, Ziv Yaar
  55. 55. @archiemiller archie_r_miller@carmax.com

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