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Using Personas and the Power of Story to Drive Product Development

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Using Personas and the Power of Story to Drive Product Development

  1. 1. 1 UsingPersonasandthePowerofStorytoDriveProductDevelopment Erin Liman | Innovation is Social | @liman
  2. 2. me business design people tech
  3. 3. a-ha:storybrings needs,motivationsand solutionstolife
  4. 4. 4
  5. 5. 5
  6. 6. marketing story customer pain story product story coherence+resonance=allspeakingsamelanguage > > >
  7. 7. 7 storiesguideproductdevelopment • Promote understanding: each team member should have a visceral understanding of the customer problem • Guide micro-decisions routinely made while developing • Inform MVP: develop only what’s needed to deliver the critical function http://etc.usf.edu/clipart/  
  8. 8. storiesaresticky
  9. 9. compellingstories areaboutchange
  10. 10. Figureout thecurrentstory tella newstory
  11. 11. Figureout thecurrentstory tella newstory
  12. 12. so,howdowe createthenewstory?
  13. 13. 3STEPS
 TOCREATINGTHENEWSTORY
  14. 14. COLLECTSTORIES
 IDENTIFYPATTERNS&FLOWS RE-FRAME,TELLANEWSTORY
 1 2 3
  15. 15. COLLECTSTORIES
1
  16. 16. immerseyourself bywalkingin someone else’sshoes José Avillez (Chef) Portuguese Men in High Heels for Women Rights
  17. 17. to discover someone’s explicit and implicit needs 
 so you can test your understanding of these needs with your prototypes (interventions) WHY gain empathy?
  18. 18. Evoke stories. HOW TO gain empathy?
  19. 19. basicstoryspinetension time once upon
 a time… and every day until one day and because of that and because of that until finally and ever since 
 that day
  20. 20. exercise:sentenceatatimestory 1 onceuponatime… 2 andeveryday… 3 untiloneday… 4 andbecauseofthat… 5 andbecauseofthat… 6 untilfinally… 7 andeversincethatday…
  21. 21. howtowediscover what’smeaningful?
  22. 22. WISH WANT NEED PAIN FEAR CONSCIOUSUNCONSCIOUS depth = meaning ©  2016  Innova/on  is  Social,  LLC
  23. 23. tension time introduction build rapport “sunny day” “rainy day” resolution reflection wrap-up and thank collectstoriesusingthestoryspine
  24. 24. Challenges re: landing big deals Collaborating across disciplines Collaborating across orgs to fill gaps Motivation / Rewards End-to-end “service” especially the last mile Sharing expertise Ethnographic Research Themes to Investigate Getting help
  25. 25. COLLECTSTORIES
 IDENTIFYPATTERNS&FLOWS 1 2
  26. 26. COLLECTSTORIES
1 2 insights,motivations,workarounds IDENTIFYPATTERNS&FLOWS
  27. 27. See text msg about a big sales opportunity Crisis of confidence - knows this deal will require assembling teams within and across companies Doesn’t know what he doesn’t know (people, tools, processes for similar deals in the past) Swallows pride and calls sales superstar on drive to next account meeting Wake up,
 look at phone salesexecwhojoinedBigCosixmonthsago(“as-is”)story time Fears that the people he needs to engage won’t see enough benefit to help much
  28. 28. credit: Village9991 persona=compositeportraitofauserorstakeholder
  29. 29. 29 personaexamples
  30. 30. 30 lifelesspersona
  31. 31. 31 Source: Kate Rutter, Strategic Sketcher at Intelleto usefulpersona
  32. 32. 32 presentedresearch,audible+visualpersonasformeta-synthesis
  33. 33. 33 synthesis:
 identify patterns in fears, pains and workarounds create rough personas see who else has overcome similar challenges (analogous) zoom out: what are key executives focused on this year? 
 How will these findings help them advance their goals? experts analysts (trends) observations stakeholder stories quantitative data
  34. 34. I  am  ...   I  am  trying  to  ...   But,  ...   Because  ...   Which  makes  me  feel  ... “Who”  with  3+  characteris/cs Objec/ve  or  “job  to  be  done” Perceived  barrier Root  cause Emo/on Exercise: Problem Statement It  would  be  game  changing  if… Idea
  35. 35. I  am  ...   I  am  trying  to  ...   But,  ...   Because  ...   Which  makes  me  feel  ... “Who”  with  3+  characteris/cs Objec/ve  or  “job  to  be  done” Perceived  barrier Root  cause Emo/on Exercise: Problem Statement It  would  be  game  changing  if… Idea Sarah,  a  32  year-­‐old  sales  exec  with  new  role  in  a  B2B  company Recognize  and  shape  large  transforma/onal  deals I’m  s/ll  learning  how  things  work,  and  who  to  call  in Nothing  is  documented,  and  no  one  has  /me  to  help  me stressed  and  frustrated we  could  recognize  paYerns  and  fill    gaps,  then   remember  “plays”  without  re-­‐work
  36. 36. 36 analogus
 inspiration
  37. 37. COLLECTSTORIES
 IDENTIFYPATTERNS&FLOWS RE-FRAME,TELLANEWSTORY
 1 2 3
  38. 38. DEFINEAPOINTOFVIEW We are all, in turn, buyers and sellers.
 How might we orchestrate value exchanges, then “remember” these patterns and flows 
 as a byproduct of the work?
  39. 39. 39 highlightstrategicstory“beats”/tellstorymultipleways wikipedia //hdfreefoto
  40. 40. collaborativestorytelling/bodystorming
  41. 41. 41 illustratekeystorybeats playwithordertoseewhathasthemostimpact
  42. 42. 42 packageforvirality howcanweembedstakeholderlanguage sostoryresonateswithdifferentaudiences?
  43. 43. 43 example [articulatereactionto
 whatheseesonhisphone]
  44. 44. adoptaprototypingmindset Prototype the problem(s) / “as-is” Prototype the context Prototype the new story / “to be” Prototype the value proposition Prototype how the value will be delivered
  45. 45. 1. Step into the perspective of the key persona (hero). 2. Walk through the storyline, one step at a time, from trigger to resolution. 3. Brainstorm ways to get the hero into trouble. Show how the hero overcomes the challenge(s), and what happens as a result. 4. Add context (backstory, environment, etc.) to evoke empathy. Include details to help the listener visualize what they hear. Make the story sticky by helping listeners relate it to their own experience. 5. Step back and simplify. Then, simplify even more. 6. Tell the story. Revise. Repeat. director’stips
  46. 46. re-incorporatestakeholderlanguage removemarketing-speakandcorporatejargon
  47. 47. 47 Thank you! Erin Liman Innovation Accelerator, Narrative Designer Innovation is Social, LLC
 twitter: @liman blog: innovationissocial.com linkedin.com/erinliman

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