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1
Erin Liman | Innovation is Social | @liman
Using the Power of Personas and Story
to Drive Product Development
What’s the...
Stories	
  Guide	
  Product	
  
Development
2
Stories Guide Product Development
•Promote understanding - create a shared t...
Stories are Sticky
The story itself, the true story, is the one that
the audience members create in their minds,
guided and shaped by my text...
• Visual
• Persistent - even
when creator isn’t
present
• Reflects and
shapes the culture
Compelling stories
are about change
Figure out
the current story
Tell a
new story
3STEPSTO CREATING THE NEW STORY
1
2
3
COLLECT STORIES
GET ACTORS INTO TROUBLE
RE-FRAME,TELL A NEW STORY
1
2
3
COLLECT STORIES
GET ACTORS INTO TROUBLE
RE-FRAME,TELL A NEW STORY
“Up” follows the Hero’s Journey emotional arc
Who
What
When
Where
How
Why
Persona
Objective
Timing
Context
Action
Meaning
Questions to Answer
Story Spine
time
tension
and because of that
so, the moral of
the story is
until finally
until one day
and every day
Memor...
Story Spine
time
tension and because of that...
Carl is sentenced to a retirement home. To
escape this fate, he releases t...
time
tension
“rainy” day
wrap-up and thank
reflection“sunny” day
Collect the Real Story - Interview Flow
Ethnographic inte...
Village9991
Persona = composite portrait of a user or stakeholder
1
2
3
COLLECT STORIES
GET ACTORS INTO TROUBLE
RE-FRAME,TELL A NEW STORY
The Worst
First Day
Experience
Persona’s enable us to step into someone else’s shoes
Parker
homestay4studentsmontreal.blogspot.com
Example:
Rob, a 42- year old
businessman, wants delicious
food in an unfamiliar city
credit:
Telling Persona Stories, March 2014
Telling Persona Stories, March 2014
Telling Persona Stories, March 2014
Telling Persona Stories, March 2014
Telling Persona Stories, March 2014
Telling Persona Stories, March 2014
Telling Persona Stories, March 2014
Telling Persona Stories, March 2014
Telling Persona Stories, March 2014
Telling Persona Stories, March 2014
Telling Persona Stories, March 2014
Telling Persona Stories, March 2014
Telling Persona Stories, March 2014
Telling Persona Stories, March 2014
Telling Persona Stories, March 2014
Telling Persona Stories, March 2014
Telling Persona Stories, March 2014
Telling Persona Stories, March 2014
Telling Persona Stories, March 2014
Telling Persona Stories, March 2014
Telling Persona Stories, March 2014
Telling Persona Stories, March 2014
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Telling Persona Stories, March 2014

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Presentation deck from my March 11th talk at The Product Management & Innovation Event 2014. This talk was a mix of presentation and storytelling, including some wonderful improv storytelling by a group of 80 participants. Hoping you go forth and use storytelling to drive development.

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Telling Persona Stories, March 2014

  1. 1. 1 Erin Liman | Innovation is Social | @liman Using the Power of Personas and Story to Drive Product Development What’s the story?
  2. 2. Stories  Guide  Product   Development 2 Stories Guide Product Development •Promote understanding - create a shared team vision of the need to be addressed •Guide micro decisions routinely made while developing •Inform MVP - limit development to what’s needed to deliver the key benefit
  3. 3. Stories are Sticky
  4. 4. 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
  5. 5. • Visual • Persistent - even when creator isn’t present • Reflects and shapes the culture
  6. 6. Compelling stories are about change
  7. 7. Figure out the current story Tell a new story
  8. 8. 3STEPSTO CREATING THE NEW STORY
  9. 9. 1 2 3 COLLECT STORIES GET ACTORS INTO TROUBLE RE-FRAME,TELL A NEW STORY
  10. 10. 1 2 3 COLLECT STORIES GET ACTORS INTO TROUBLE RE-FRAME,TELL A NEW STORY
  11. 11. “Up” follows the Hero’s Journey emotional arc
  12. 12. Who What When Where How Why Persona Objective Timing Context Action Meaning Questions to Answer
  13. 13. 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
  14. 14. Story Spine time tension and because of that... Carl is sentenced to a retirement home. To escape this fate, he releases thousands of helium balloons and sails away... with Russelll the explorer scout. so, the moral of the story is... until finally.. Carl is forced to release his beloved house, and Kevin is returned to her 3 chicks, and Russell and Dug are delivered home. Russell’s father fails to present him the final badge,; Carl steps in and gives a grape soda badge that Ellie had once given him. Carl now acts as surrogate grandfather to Russell. until one day... Ellie dies before they realize their dream, leaving Carl alone, a tired and sour recluse. A construction worker breaks Carls mailbox, and Carl hits him over the head with his walker. Memorable stories often have this structure once upon a time... Young Carl Fredricksen meets Ellie, a tomboy who shares passion for adventure and explorer Charles Muntz. Make pact to travel to Paradise Falls someday. and every day... Carl and Ellie get married and live a blissful life as balloon salesman and zookeeper and because of that... He has a series of adventures. He faces a series of tests, ultimately facing the elderly, now-crazy Charles Muntz, who ultimately falls to his death.and every day... The dig a little further into their Falls fund to meet other obligations
  15. 15. time tension “rainy” day wrap-up and thank reflection“sunny” day Collect the Real Story - Interview Flow Ethnographic interviews have this structure introduction build rapport
  16. 16. Village9991 Persona = composite portrait of a user or stakeholder
  17. 17. 1 2 3 COLLECT STORIES GET ACTORS INTO TROUBLE RE-FRAME,TELL A NEW STORY
  18. 18. The Worst First Day Experience
  19. 19. Persona’s enable us to step into someone else’s shoes
  20. 20. Parker
  21. 21. homestay4studentsmontreal.blogspot.com Example: Rob, a 42- year old businessman, wants delicious food in an unfamiliar city
  22. 22. credit:

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