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Erin Liman | @liman
Credit: Robin Hutton
Storyboarding
and
Developing Personas
Stories Guide Product Development
The story itself, the true story, is the one that the
audience members create in their minds, guided
and shaped by my text...
“Up” follows the Hero’s Journey emotional arc
• Visual
• Persistent - even when storyteller isn’t present
• Reflects and shapes the culture
Compelling stories are about change
Figure out
the story
Tell a
new story
3STEPSTO CREATING THE NEW STORY
1
2
3
COLLECT / UNDERSTAND STORIES
RE-FRAME,TELL A NEW STORY
SCALE THE STORY
1
2
3
COLLECT / UNDERSTAND STORIES
RE-FRAME,TELL A NEW STORY
SCALE THE STORY
Story Spine
time
tension
and because of that
so, the moral of
the story is
until finally
until one day
and every day
Memor...
Who
What
When
Where
How
Why
Persona
Objective
Timing
Context
Action
Meaning
Questions to Answer
time
tension
“rainy” day
wrap-up and thank
reflection
“sunny” day
Interview Flow
Ethnographic interviews have this structu...
Persona’s enable us to step into another person’s shoes
THE	
  TARGET	
  
POPULATION	
  
SHOULD	
  FEEL
UNCOMFORTABLY	
  
NARROW	
  
1
2
3
COLLECT / UNDERSTAND STORIES
RE-FRAME,TELL A NEW STORY
SCALE THE STORY
Village9991
Persona = composite portrait of a user or stakeholder
homestay4studentsmontreal.blogspot.com
Example:
Mai, Student
Montreal
www-inst.eecs.berkeley.edu 
I am ...
I am trying to ...
But, ...
Because ...
Which makes me feel ...
“Who” with 3+ characteristics
Objective or “job t...
1
2
3
COLLECT / UNDERSTAND STORIES
RE-FRAME,TELL A NEW STORY
SCALE THE STORY
Story: Re-thinking the MRI for Kids
From Terror to Delight
I am ...
I am trying to ...
But, ...
Because ...
Which makes me feel ...
“Who” with 3+ characteristics
Objective or “job t...
Examine Anxiety Points
1
2
3
4
SEPARATION
WILL MY PARENTS LEAVE ME?
PAIN
IS THIS GOING TO HURT?
THE DOCTOR
SPEED AND EFFIC...
Transform Pains and “Meh” Moments into Delight
Credit: Maria Hock
Customer Journey Swim-Lanes for Each Persona
Credit: Maria Hock
Transform Terror into Delight
“As is”
“To be”
Story Spine
time
tension
and because of that
so, the moral of
the story is
until finally
until one day
and every day
Memor...
What Makes a Good Story?
(discussion)
Who’s the story about?
It may not be who you’d expect.
Personas
Paint the New Future
•Establish characters and relationships
•Show the the character’s objective
•Set the scene (where)
•S...
Exercise: Advance and Color
Warm-up
Form groups of 3, and
each pick a letter
A, B or C
Exercise: Advance and Color
Advance + Color
Exercise: Advance and Color
(5 minutes)
A = the Director. This is your movie.You choose when to
“advance” the plot or add ...
Stories are StickyStories are Sticky
1. Identify, then assume the perspective of a key persona
2. Walk through the plot line, one step at a time, from the trig...
43
Erin Liman
Innovation Accelerator
Innovation is Social, LLC
twitter: @liman
blog: innovationissocial.com
linkedin.com/e...
Storyboarding and Developing Personas, Total Experience Design and Agile Development Conference | 9/9/2013
Storyboarding and Developing Personas, Total Experience Design and Agile Development Conference | 9/9/2013
Storyboarding and Developing Personas, Total Experience Design and Agile Development Conference | 9/9/2013
Storyboarding and Developing Personas, Total Experience Design and Agile Development Conference | 9/9/2013
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Storyboarding and Developing Personas, Total Experience Design and Agile Development Conference | 9/9/2013

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Overview of how to create effective customer personas and a compelling guiding vision to foster shared understanding of the problem to be solved and motivate the team to develop the best possible solution.

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Storyboarding and Developing Personas, Total Experience Design and Agile Development Conference | 9/9/2013

  1. 1. Erin Liman | @liman Credit: Robin Hutton Storyboarding and Developing Personas
  2. 2. Stories Guide Product Development
  3. 3. The story itself, the true story, is the one that the audience members create in their minds, guided and shaped by my text, but then transformed, elucidated, expanded, edited, and clarified by their own experience, their own desires, their own hopes and fears. —Orson Scott Card American Science Fiction Writer
  4. 4. “Up” follows the Hero’s Journey emotional arc
  5. 5. • Visual • Persistent - even when storyteller isn’t present • Reflects and shapes the culture
  6. 6. Compelling stories are about change
  7. 7. Figure out the story Tell a new story
  8. 8. 3STEPSTO CREATING THE NEW STORY
  9. 9. 1 2 3 COLLECT / UNDERSTAND STORIES RE-FRAME,TELL A NEW STORY SCALE THE STORY
  10. 10. 1 2 3 COLLECT / UNDERSTAND STORIES RE-FRAME,TELL A NEW STORY SCALE THE STORY
  11. 11. Story Spine time tension and because of that so, the moral of the story is until finally until one day and every day Memorable stories often have this structure once upon a time and every day and because of that
  12. 12. Who What When Where How Why Persona Objective Timing Context Action Meaning Questions to Answer
  13. 13. time tension “rainy” day wrap-up and thank reflection “sunny” day Interview Flow Ethnographic interviews have this structure introduction build rapport
  14. 14. Persona’s enable us to step into another person’s shoes
  15. 15. THE  TARGET   POPULATION   SHOULD  FEEL UNCOMFORTABLY   NARROW  
  16. 16. 1 2 3 COLLECT / UNDERSTAND STORIES RE-FRAME,TELL A NEW STORY SCALE THE STORY
  17. 17. Village9991 Persona = composite portrait of a user or stakeholder
  18. 18. homestay4studentsmontreal.blogspot.com Example: Mai, Student Montreal
  19. 19. www-inst.eecs.berkeley.edu 
  20. 20. I am ... I am trying to ... But, ... Because ... Which makes me feel ... “Who” with 3+ characteristics Objective or “job to be done” Perceived barrier Root cause Emotion Exercise: Problem Statement
  21. 21. 1 2 3 COLLECT / UNDERSTAND STORIES RE-FRAME,TELL A NEW STORY SCALE THE STORY
  22. 22. Story: Re-thinking the MRI for Kids
  23. 23. From Terror to Delight
  24. 24. I am ... I am trying to ... But, ... Because ... Which makes me feel ... “Who” with 3+ characteristics Objective or “job to be done” Perceived barrier Root cause Emotion Problem Statement: Brain Scans are Scary Max, a energetic first grader with a mass in my head Get my problem fixed so I can go back to school MRI machines are scary My parents can’t come and I don’t know what will happen Afraid and alone
  25. 25. Examine Anxiety Points 1 2 3 4 SEPARATION WILL MY PARENTS LEAVE ME? PAIN IS THIS GOING TO HURT? THE DOCTOR SPEED AND EFFICIENCY IS OFTEN SEEN AS DISLIKE THE UNKNOWN KIDS OFTEN ASSUME THE WORST
  26. 26. Transform Pains and “Meh” Moments into Delight
  27. 27. Credit: Maria Hock Customer Journey Swim-Lanes for Each Persona
  28. 28. Credit: Maria Hock
  29. 29. Transform Terror into Delight “As is” “To be”
  30. 30. Story Spine time tension and because of that so, the moral of the story is until finally until one day and every day Memorable stories often have this structure once upon a time and every day and because of that Plot
  31. 31. What Makes a Good Story? (discussion)
  32. 32. Who’s the story about? It may not be who you’d expect. Personas
  33. 33. Paint the New Future •Establish characters and relationships •Show the the character’s objective •Set the scene (where) •Show how she overcomes the challenge •Show outcome, with main character as the hero NOT the product •Person changes as an outcome of the product or service
  34. 34. Exercise: Advance and Color Warm-up
  35. 35. Form groups of 3, and each pick a letter A, B or C Exercise: Advance and Color Advance + Color
  36. 36. Exercise: Advance and Color (5 minutes) A = the Director. This is your movie.You choose when to “advance” the plot or add “color” to draw us in B = The plot line. Think verbs.You move the hero of the story from start to the desired outcome. C = the colorist.Think adjectives.You paint the backstory to set context, add scenery and other memorable details that help the story stick.
  37. 37. Stories are StickyStories are Sticky
  38. 38. 1. Identify, then assume the perspective of a key persona 2. Walk through the plot line, one step at a time, from the triggering event to the resolution. 3. Play out how the characters overcome the challenge, and what happens as a result. 4. Add “color” to weave in memorable facts and spark emotion. 5. Step back: and simplify 6. Tell the story. Revise. Repeat. Steps photo credit: seier+seier
  39. 39. 43 Erin Liman Innovation Accelerator Innovation is Social, LLC twitter: @liman blog: innovationissocial.com linkedin.com/erinliman about.me/erinliman INNOVATION  IS  SOCIAL

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