1.
Esri User Experience Team
The Users’ Story:
UX Storyboarding
Frank Garofalo
Esri User Experience Team

2.
CREDIT
• Derived from a SxSW 2011 presentation by:
• Joseph O’Sullivan, Intuit
• Rachel Evans, Intuit
• http://schedule.sxsw.com/events/event_IAP7349
• http://www.slideshare.net/IntuitInc/conserve-code-
storyboard-experiences-with-customers-first

3.
STORY BOARD

4.
STORY BOARD
A panel or series of panels of rough sketches
outlining the sequence of events
a customer will experience
before, during, and after using our product.

5.
OUR STORYBOARD STRUCTURE
Problem
Solution
Benefit

6.
OUR STORYBOARD STRUCTURE

7.
OUR STORYBOARD STRUCTURE
Problem Problem

8.
OUR STORYBOARD STRUCTURE
SolutionSolution
Solution

9.
OUR STORYBOARD STRUCTURE
Benefit

10.
EXAMPLE
• Scenario:
- Small Café – serving soups, salads, sandwiches
- 5-10 employees
- Currently only excepts Cash payments
- Limited Budget
- Trying to be “high-tech” & “going green”

11.
END-USER
• Be specific
• Don’t be everything to no one

12.
END-USER
• Be specific
• Don’t be everything to no one

13.
END-USER
• Be specific
• Don’t be everything to no one
1
minCafé Owner & Employees
For example:

14.
PROBLEM
• I am trying to: ____________
BUT ____________________
• Prior to use
• CAREFUL: Don’t insert your
solutions as the problem
Problem Problem

15.
PROBLEM
Problem Problem
• I am trying to: ____________
BUT ____________________
• Prior to use
• CAREFUL: Don’t insert your
solutions as the problem

16.
PROBLEM
Problem Problem
• I am trying to: ____________
BUT ____________________
• Prior to use
• CAREFUL: Don’t insert your
solutions as the problem
3
min
I’m trying to offer credit card payments,
but I can’t afford monthly payments for traditional CC service

17.
SOLUTION
• What are the important
moments that need to occur
for the solution to execute
• “Trigger Moments”
Solution Solution

18.
SOLUTION
• What are the important
moments that need to occur
for the solution to execute
• “Trigger Moments”
4
min
Solution Solution
Smartphone app & reader device to accept POS transactions
and online service for transaction ledger & reports

19.
BENEFIT
• What would a customer say is
great about your solution.
• Do not regurgitate the feature
list.
Benefit

20.
BENEFIT
• What would a customer say is
great about your solution.
• Do not regurgitate the feature
list.
3
min
Benefit
Customers are now happy they can pay by credit card.
Café owner finds the app easy to use and increased productivity.

21.
LEARNING
• Goal:
Gather as much new
feedback as possible
Customer
Problem
Do you understand the problem?
Is it an important problem?
Solution
Does your solution solve the
problem completely?
Customer
Benefit
What is good about your idea
from the user’s perspective?

22.
LEARNING
• Goal:
Gather as much new
feedback as possible
What is the familiarity of the Café Owner & employees with
Smartphone applications?
Customer
Problem
Do you understand the problem?
Is it an important problem?
Solution
Does your solution solve the
problem completely?
Customer
Benefit
What is good about your idea
from the user’s perspective?

23.
TIME TO DRAW

24.
BUT, I CAN’T DRAW

25.
1 MINUTE DRAWING LESSON
1
min

26.
Quick Drawing Lesson

27.
Quick Drawing Lesson

28.
Quick Drawing Lesson

29.
Quick Drawing Lesson

30.
Quick Drawing Lesson

31.
Quick Drawing Lesson

32.
Quick Drawing Lesson

33.
Quick Drawing Lesson

34.
Quick Drawing Lesson

35.
My Example Storyboard
Handheld device, credit card processing
Café Owner & Employees
Cash
Only
?
Easy Set-up & Configuration
Process
Frustrated Customers b/c
can only pay with cash
Limited budget to afford
traditional CC processing
Employees use reader device
& smartphone for transactions
Café Owner can see ledger
& generate reports online
Café Owner’s & employee familiarity with smartphone apps?
Customers can pay with
credit cards, revenue increase

36.
DRAW
5
min

37.
SHARE
4
min