The document details the origins and mission of Groop Skool, a digital agency focused on simplifying the complexities of digital business for creative entrepreneurs through workshops and toolkits. It emphasizes the importance of aligning brand identity, user needs, and business goals to create effective digital experiences. The curriculum includes various toolkits aimed at enhancing brand attributes, user definitions, and goal-setting to streamline project execution.

1. TM Simplify Digital.
Weekend
Web
Workshops
Inception
This workbook belongs to:

2. TM Simplify Digital.
About Groop Skool
Groop Skool is a labor of love. It’s the culmination of my 15 years in web design. As a
young web designer at Razorfish it became quickly apparent that what I loved to do
was to nurture up and coming talent, and share my experience with them. Even earlier
as a computer lab assistant at Art Center College of Design I would spend hours
helping not only with technical problems but teaching and sharing with students
struggling with their assignments. As Chief Visionary at The Groop, the digital agency I
co-founded in 2001 I take great joy in helping facilitate business opportunities and
solve the business challenges that our clients face.
In 2008 I created a seminar and workshop series called Evil Businessman. Tongue in
cheek title aside my goal was to teach creative entrepreneurs the basics of creating
businesses online. At the core of the curriculum was the idea that one of the biggest
obstacles in executing digital businesses was the different of languages spoken by the
disciplines involved. The curriculum helps simplify digital by making it visual and
interactive. In mid 2009 I was struggling to figure out how to make what The Groop did
more streamlined and less painful. Late one afternoon, as I walked down a flowery path
in the corn fields park in downtown Los Angeles it suddenly struck me that the answer
was the same. That language was also the main obstacle.
This is why I am excited to share with you the tools that we created to help you align
these different interests and help you keep your projects on track. My promise to you is
that your digital projects don’t have to be as difficult as they are today and that if you
use even one of the tools we are sharing with you it will make a marked impact. We are
excited to help you simplify digital.
© Groop Skool 2010-2011 2

3. TM Simplify Digital.
About The Groop
The Groop is an award winning digital agency that helps
brands grow, online, on mobile, and on TV. Since 2001 we
have helped advertising agencies, media companies and
lifestyle brands create marketing, e-commerce and video
platforms. We have collaborated with the likes of Wieden +
Kennedy, Crispin Porter, NBC, ESPN, The French Laundry
and Disney. We believe that successfully marrying creativity,
business, technology and marketing is the key to building a
sustainable business.
© Groop Skool 2010-2011 3

4. TMSimplify Digital.
1. Inception 2. Execution 3. Release
Phase
The Idea Phase Design & Build Release & Iterate
Obstacles ‣ Different language and
You’ll Have ‣ Shiny object syndrome ‣ Lack of launch QA plan
interests
‣ Brainstorming alone ‣ Not knowing what to do next
‣ Lack of buy-in and
‣ Not knowing your users consensus ‣ No user feedback system
‣ No clarity as to functionality
Toolkits
1. Brand Attributes Toolkit 4. Alignment Toolkit 7. QA Toolkit
2. User Definition Toolkit 5. Planning Toolkit 8. Launch Plan Toolkit
3. Goal Setting Toolkit 6. User Story Toolkit 9. User Testing Toolkit
Team Feels:
Purpose Motivation Confidence
Focus Commitment Adoption
Clear Priorities Clarity Learning
© Groop Skool 2010 - 2011 4

5. TMSimplify Digital.
Day 1
Coffee, Juice and Bagels 08:30 - 09:30
Your Goals / Alignment 09:30 - 10:00
What is Brand Driven User Experience? 10:00 - 10:30
Brand Attributes Group Exercise 10:30 - 11:00
Break 11:00 - 11:15
Brand Attributes Exercise with a Partner 11:15 - 12:00
5 Minute Brand Statement Presentations 12:00 - 12:30
Lunch Break 12:30 - 01:30
What is User Experience? 01:30 - 01:45
Why User Driven Design? 01:45 - 02:00
User Definition Group Exercise 02:00 - 02:30
User Definition Exercise with a Partner 02:30 - 03:00
Break 03:00 - 03:15
Creating User Stories 03:15 - 03:45
Creating User Stories (Video Examples) 03:45 - 04:00
Daily Wrap up Exercise 04:00 - 04:30
© Groop Skool 2010 - 2011 5

6. Brand Driven Design
Three factors determine the direction your website and sales
platform should take. The first factor is your brand: Who are
you? What do people say about you? Everything from what
type of content to color to interaction style depends on who
you are.
The second factor is your goal: What goals are you trying to
achieve with your initiative? Do you want to increase online
sales? Do you want to make your customer service better? Do
you want to increase enrollment?
Finally there is the third and most important factor, which is
your user. Who are they? What do they need? Meeting their
needs is the key imperative. If we meet their needs, we have
succeeded.
Your
Brand
Your Users’
Goals Needs
6

7. TM Simplify Digital.
30 Minutes
Brand Attributes
Toolkit
1
© Groop Skool 2010-2011 7

8. Your
Brand
Your Users’
Goals Needs

9. Branding vs. Identity
What is Branding?
A set of qualities, ideas, and attributes promised and delivered in every
experience and every interaction a person may have with a company
Branding is not objective; instead it is a set of feelings and philosophies.
It’s the gut feeling a customer gets when they think of you.
The qualities that make up any company’s brand will inform the way that
company presents itself and conducts business. From the highest levels of
management to the smallest components of everyday interactions, a brand
should be legible, clear, and well-articulated.
How is Identity different?
A Company’s Identity system is the visual expression of the brand through
an identity (symbol and logotype), typography, color palette and layout.
But how do I define a brand?
A Company’s Identity system is the visual expression of the brand through
an identity (symbol and logotype), typography, color palette and layout.
Nike’s Logo
vs
Customers
Feeling
9

10. Define Your Brand Attributes (Example)
In each of the categories below write as many adjectives
that describe your business.
We make you We tangibly
Our users
Our Personality feel: help you:
General: We are: are:
is: (value, (benefit, time,
(our culture) (our
(brand voice) emotional, money,
community)
qualitative) quantity)
•Impactful •Flat •Busy •Empowered •Increase •Personal
•Interdisciplinary •Engineering leaders •Intelligent (quality of satisfaction
•Helpful •Medical •Smart •Proud life) •To be a part of
•Technological •Healing •Giving •Busy •improves life a revolution or
•Visionary •Fun •Do good •Charismatic •Increases movement /
•Fun loving •Tech •Social •Dynamic mobility Purposeful
•Team oriented •Giving •Work/life •Entrepreneurial •Free coffee •Hope
•Collaborative •Altruistic balance •Focused •Decrease •Relationships
•Non-political •Practical •Bio •Driven health care •Esteem
•Flat •Visionary medical •Direct cost •Connections
•Entrepreneurshi •Innovative •Creative •No BS •Idea > to smart
p •Cutting-edge •Patients •Logical clinical study people
•Supportive •Egotistical •Efficient (end to end) •Enjoyment
•Academic •In Need •Fancy •Decreases •Be part of
•Challenging •Medical •Funny risk to the something big
•Demanding professional •Loving commercial •smart people
•Improving s •Introverted sector •Manifestation
•Healing •Wealthy •TED •Creates jobs
•Purposeful •Skeptical •Curious •Decreases
•Super Smart •Practical •Picky time to
•Nerdy •Data •Bold market
•Long term •Discerning •Outside-the-
•Think tank •Challengin box
•Selfless g the •Examining
•Creative status-quo •Caring
•Philanthropic •Profession
•Brilliant al
•Engineering •Engineerin
•Logical g
•Entrepreneurial •Seeking
•RIO •Caring
•Diverse •Leaders
“Our website communicates our innovations to busy leaders in a bold and
intelligent manner by expressing our ability to increase quality of life and our
purpose driven approach.”
10 © GroopLab LLC, 2009 - 2010

11. Define Your Brand Attributes 45 Min
In each of the categories below write as many adjectives
that describe your business.
General: We are: Our users Our We make We tangibly
(our culture) are: Personality you feel: help you:
(our is: (emotional, (time, money,
community) (brand voice) qualitative) quantity)
______________ provide(s) ______________ to ______________ in a(n)
Name (Your Organization) Product / Service Users
_______________ and ______________ way to help them ___________
Culture Personality Benefits
and _____________.
Value
11

12. Love / Hate Listing
Bo
n
us
The purpose of this exercise is to identify the things that we appreciate,
admire, engage and want to emulate as well as those things we want to stay
far far far far far away from in both the digital / online environment as well as
real world. Please fill out each respective column with corresponding brand
logos (at least 10 per column please).
Things we LOVE Things we HATE
12

13. TM Simplify Digital.
30 Minutes
User Definition
Toolkit
2
© Groop Skool 2010-2011 13

14. Your
Brand
Your Users’
Goals Needs

15. The Basics
Why do I need to do this?
You know that customers are the most important thing in your business and
therefore they are the most important driver of what you do online.
Creating a tangible picture of who your customer is requires you to “really see
them” and to understand their needs. The first step is creating a customer profile.
Whether you have done many of these or this is your first time our goal is to help
you make these customers real, both in their profile form here but also in sales.
How do I come up with my customers?
If you are an existing business, you know them because you deal with them all the
time. More importantly you likely have some data of who they are. If you are a new
business and have already defined them you have them written down somewhere
or in your head. If you are the founder of a start-up there is a high likelihood that
you yourself are the main customer profile or know someone close to you is.
Who are your customers?
15

16. The Basics
What do I need to define about my customer?
To start a name, any name. One that reflects their background. Giving
them a name begins to make them real. You don’t have “customer 1”
as a customer, you have Linda Johnson as a customer. Second
demographic information such as age, gender, income & marital
status. Third, their story. Describe the situation they are in that has
created potential interest in your product or service. Finally, what do
they need from your product or service? This can be a feature or it
can be an attribute of how the feature work such as “easy to use”.
16

17. User 1 - Name (Example)
Story: Demographic:
‣ Physicians working at the top of their ‣ Neurosurgeon, mid-late career
game, very competitive
‣ Late 40s/early 50s
‣ Have a shared research interest
‣ Academic medicine, probably at a
‣ Have several patents with a condition that teaching hospital - USC
is being researched by AMF
‣ Funded by an NIH grant
‣ Personal referral or recruited directly
‣ Clinical trial every other year as principal
investigator
‣ Married to another academic who works
full time
‣ 2 kids,
Goals (objectives): Needs:
‣ Wants to work with people who can ‣ To see that we can facilitate their trail
provide them with level of service and
‣ Unique things we have that no one else
medicine does
‣ Wants to help patients ‣ Presentation of services - showing what
‣ Wants a specific trail for their production we provide over others
‣ Find this synergy & fit for them ‣ Information about devices - detailed
‣ Cutting edge organization ‣ To see connections to their population/
practice
‣ Find a good partner match
‣ To see direction of current projects (novel
ideas)
‣ Validation as an entity of experience
‣ Visualize process
‣ See how we work w/partners (modifying
IDEs, etc.)
‣ To see market viability & innovation
(Research Partner)
17

18. User 1 - Name (Title)
Story: Demographic:
‣ ‣
Goals (objectives): Needs:
‣
18

19. User 1 - Name (Title)
Story: Demographic:
‣ ‣
Goals (objectives): Needs:
‣
19

20. User 1 - Name (Title)
Story: Demographic:
‣ ‣
Goals (objectives): Needs:
‣
20

21. User Definition: Example
DealPro
User
Profiles
Active User The Celebrity
Light User
“Abhay Modi” - “The Frugal Gadget Dude” “Anna Walker” - “The Celebrity DealPro”
“Betty Eno” - “The DIY-er - Future Martha Stewart” Female, Detroit Michigan
Female, Brooklyn New York Male, Austin, Texas
Age: 26 Age: 46
Age: 31 Former Auto worker
Engaged Software Engineer
Single Married, 3 kids
Ex - Advertising Creative Director
Abhay is an engineer at an Austin tech Anna worked in the Automotive industry for 20 years.
Betty just got laid off from an Ad agency where she was a Assembly line worker for 12 years, Administrative
Story company. He prides himself at having all the
creative director.
latest tech at the greatest prices. He wears Assistant to UAW Labor Relations Dir. for 8 years.
She is a “planner” and has sufficient savings until she She took voluntary retirement and used her buyout to
“savvy frugal” on his shoulder. He loves being
gets another job.
helpful and sharing. Makes him feel valuable start her own online business. She writes the blog
Betty loves all things “Home” and “Cooking”. Her blog DetroitDealMama.com. She will introduce her
http://epicureanquest.blogspot.com/ gets good traffic and and smart.
upcoming book “Deal with It Honey: Living Large at a
attention. Now that she has some time she is beginning
to plan a business around her blog. Small Price & Other Adventures in Stylish Frugality”
on Oprah.
‣People to like his deals ‣Easy to use site, she is busy
Needs ‣To have fun while finding deals ‣Easy to integrate features
‣Easy to use commenting tools ‣Affirmation from other users
‣The best deals ‣To know that Savings.com will increase her traffic
‣The best deals
‣Feedback ‣To know that Savings.com won’t damage her image
‣To know how Savings.com could fit her new venture ‣ Monetization possibilities
‣To make new online friends ‣To increase his following
‣To know how to better promote himself ‣Exposure
‣To get followers for her blog ‣Feedback & ideas from her fans
‣To discover that she could provide value to others
by ‣API for him to make his own Savings.com
sharing her awesomeness. apps
Get recognized while sharing your vast Savings.com is an awesome partner to help grow
Save money, interact and have fun, “you too can be a your brand and user base. They will help me make
Value
DealPro”. “It’s easy!” wisdom with the unwashed masses. You are a
Prop “Nerd” god. Chicks dig you. more money.
Others will know you are a god on We are an awesome partner to help you grow your
Core Save money, have fun & discover that you could be a brand and users which will help you make more
DealPro. It’s super easy. Savings.com and chicks will dig you.
Message money.
in mind. They are figurative and should only be used as a guide.
Please Note: These profiles are done with DealPro recruitment
21

22. Users / Messaging (Example)
Robert & Susan
Bill Navin Melinda
Name Grant
Potential Current
Role The Donor Research Partner
Employee Employee
‣ Fun ‣ Consistency ‣ Familial • Proud
‣ Impacting ‣ Establishment ‣ Accepting • Celebratory
‣ Hopeful ‣ Direct, matter of fact ‣ Encouraging • Uplifting
Tone ‣ Authentic ‣ Successful & ‣ Empowering • Not-fluffy
confident ‣ Fun • Vernacular
• Simplified
• Results-oriented
‣ Legacy ‣ Successful in ‣ Today, employees, • Pride
‣ Direct Impact on a translational research facilities, history • Feeling of
personal level ‣ Core skill sets ‣ Small size, no accomplishment
• Show others, friends,
‣ Tangible Purpose ‣ Idea to bureaucracy
Value Prop ‣ Proven impact
family, recruitment
commercialization ‣ Lifestyle
• Unity of vision
‣ Track record ‣ Individual
• What is happening
‣ Great people, tools,
vision & challenges
‣ Videos ‣ Timeline of history/ ‣ Video stories • Diagramatics
‣ Historical case studies accomps ‣ Highlight tools • Stories & statements
‣ Gala history ‣ Information ‣ Photography • Photography
‣ Wiki ‣ Wiki • Employee history/
Metaphors
‣ [Visual/Engage/Inspire] narratives
‣ [Factual/Informational] ‣ [Visual/Engage/Inspire]
[Visual/Engage/Inspire]
Writing needs to be authentic, confident and
Directors empowering. Images and visual language need to
Comments be celebratory and heroic.
22

23. Messaging
Messaging informs the tone, features and design
aesthetic that the audience will interactive. It is built
around our user base and what their needs are to create
the most effective interaction through the site user path.
Picture Picture Picture
Name
Role
Tone
Value Prop
Metaphors
23

24. TM Simplify Digital.
30 Minutes
Goal Setting
Toolkit
3
© Groop Skool 2010-2011 24

25. Your
Brand
Your Users’
Goals Needs

26. User Stories
Based on our users needs let’s map out the story of you will help them accomplishing their goals.
Type Title Title Title
User Name 1 Name 2 Name 3
User Story 1 Enter story... Enter story... Enter story...
User Story 2 Enter story... Enter story... Enter story...
26

27. TMSimplify Digital.
Notes
© Groop Skool 2010 - 2011 27

28. TMSimplify Digital.
Notes
© Groop Skool 2010 - 2011 28

29. TM Simplify Digital.
Weekend
Web
Workshops
Inception
Day 2
This workbook belongs to:

30. TMSimplify Digital.
1. Inception 2. Execution 3. Release
Phase
The Idea Phase Design & Build Release & Iterate
Obstacles ‣ Different language and
You’ll Have ‣ Shiny object syndrome ‣ Lack of launch QA plan
interests
‣ Brainstorming alone ‣ Not knowing what to do next
‣ Lack of buy-in and
‣ Not knowing your users consensus ‣ No user feedback system
‣ No clarity as to functionality
Toolkits
1. Brand Attributes Toolkit 4. Alignment Toolkit 7. QA Toolkit
2. User Definition Toolkit 5. Planning Toolkit 8. Launch Plan Toolkit
3. Goal Setting Toolkit 6. User Story Toolkit 9. User Testing Toolkit
Team Feels:
Purpose Motivation Confidence
Focus Commitment Adoption
Clear Priorities Clarity Learning
© Groop Skool 2010 - 2011 2

31. TMSimplify Digital.
Day 1
Coffee, Juice and Bagels 08:30 - 09:30
Goal Setting 09:30 - 10:00
Organizational Goal Setting Group Exercise 10:00 - 10:30
Organizational Goal Setting Exercise with a Partner 10:30 - 11:00
Break 11:00 - 11:15
User & Organizational Alignment Group Exercise 11:15 - 12:00
User & Organizational Alignment with a Partner 12:00 - 12:30
Lunch Break 12:30 - 01:30
User Stories 01:30 - 01:45
User Story Group Exercise 01:45 - 02:00
User Story with a Partner 02:00 - 02:30
Flow, Site Map & Wireframes 02:30 - 03:00
Break 03:00 - 03:15
Site Map Exercise 03:15 - 03:45
Present Site Map 03:45 - 04:00
Wrap up Exercise & Resources (Files) 04:00 - 04:30
© Groop Skool 2010 - 2011 3

32. Brand Driven Design
Three factors determine the direction your website and sales
platform should take. The first factor is your brand: Who are
you? What do people say about you? Everything from what
type of content to color to interaction style depends on who
you are.
The second factor is your goal: What goals are you trying to
achieve with your initiative? Do you want to increase online
sales? Do you want to make your customer service better? Do
you want to increase enrollment?
Finally there is the third and most important factor, which is
your user. Who are they? What do they need? Meeting their
needs is the key imperative. If we meet their needs, we have
succeeded.
Your
Brand
Your Users’
Goals Needs
4

33. TM Simplify Digital.
30 Minutes
Goal Setting
Toolkit
3
© Groop Skool 2010-2011 5

34. Your
Brand
Your Users’
Goals Needs

35. Provide Information
Term Concept Desirabilit Total
3 Organization wide contacts & links 10
3 Job Information y 10 10
3 News (Links about foundation) 5
3 History 10 10
3 Clinical Trial Information 9
3 Fundraising Information (Gala, uses, functionality for online 10 10
Map of the Alfred Mann ecosystem 10
Current Research 10 10
donations, etc.)
Future Direction 8 8
Story of Alfred Mann & Foundation/Contractors 10 10
1 Mission/Vision/Why 10 10
1 What are we doing? 10 10
1 What have we done: stories/case studies/etc. 10 10
Contact Information, General info, maps 10 10
Photography/Imagery to support visualization 10 10
Employee Testimonials / Profiles (video) 7 7
Patient Information (Current & Future) 9 9
What is the culture like? 9 9
3 Content Management for other sites 9 9
2 Executive Team bios/stories 10 10
2 Board of Directors profiles 10 10
Annual Reports 9 9
List of inventions & contributions & publications 10 10
7 © GroopLab LLC, 2009 - 2010

36. Increase Engagement
Term Concept Desirability Total
1 Online donations 10 10
Nice page that doesn’t get stale 10 10
Contact 10 10
Apply for a job 10 10
Video profiles of employees 6 6
Video Cast studies 8 8
Gala profiles 10 10
1 Imagery to humanize/inspire/energize 10 10
2 Clear user path/navigation/easy access 10 10
Search optimization/Meta tags 5 5
1 Clear Landing 10 10
Look & Feel / Brandmark - Consistent 10 10
Constructed messaging 10 10
AMF Logo, naming, site landing URL, etc. 10 10
Tours & Events 5 5
Conference Meetings we participate/are mentioned in 5 5
Organizational Partners 9 9
Industry news & Coverage - curated 6 6
8 © GroopLab LLC, 2009 - 2010

37. Promote Message & Brand: Culture, Impact & People
Term Concept
Desirability Total
External Industry Validation 10 10
Show where people’s $$ and efforts go (including
10 10
employees)
Help physicians find us 5 5
Help people/patients fin us 5 5
Discovery/Validation for donors 10 10
Positioning & Clarification (who we are, why we are
10 10
special, how we are green, who we serve)
Sense of culture 10 10
Sense of pride / Identify & Definition 10 10
Promote buy-in 10 10
Help people provide referrals 8 8
Control content & message - aspirational 10 10
Clarity of purpose 10 10
Demonstrate impact 9 9
Tell the stories of people - compelling & engaging 10 10
Inspire the people in the company 8 8
Provide an accurate description 8 8
9 © GroopLab LLC, 2009 - 2010

38. Increase Impact (Revenue, Donations, Profit)
Term Concept Obtainability Desirability Total
0
0
0
0
0
0
0
0
0
0
0
0
0
0
10

39. Increase Efficiency (Reduce Costs, Save Time)
Term Concept Obtainability Desirability Total
0
0
0
0
0
0
0
0
0
0
0
0
0
0
11

40. Increase Awareness (Mindshare, Publicity)
Term Concept Obtainability Desirability Total
0
0
0
0
0
0
0
0
0
0
0
0
0
0
12

41. TM Simplify Digital.
30 Minutes
Alignment
Toolkit
4
© Groop Skool 2010-2011 13

42. Organizational Objectives + User Goals = Features
Now we tie the objectives of your Organization to the needs of your Users to identify key Feature Sets.
We then prioritize these feature sets across the categories to identify our priorities.
Potential Current
Researcher Employee Employee
Donors Research
Features Help people Needs a Gain
Help people & Partner
via Goals under their challenge, alignment &
engage with Work with
& Needs care/solve ability to access share w/
AMF Mission leaders problem best tools & those around
make an impact them
‣ About & History ‣ History ‣ History ‣ Job postings (submit ‣ FAQ
resumes, form
‣ Themes for ‣ Downloadable ‣ Downloadable submissions) ‣ Current events
Gala one-sheet one-sheet announcements
Provide ‣ Downloadable one- & accoms
Mission & ‣ Print/Email ‣ Current areas of ‣ Current areas of sheet
Vision ‣ Ask a question research research
‣ History
‣ History
‣ Progress on ‣ Blog ‣ Blog ‣ Blog ‣ Blog
projects ‣ FAQ ‣ FAQ
‣ Video narratives ‣ Timeline history ‣ Timeline history ‣ Video (tour, ‣ Videos of
of pattents patient story, patient stories
‣ Downloadable ‣ Research mgmt/empl
Engagement ‣ Past event one-sheet approach
stories)
‣ Simple
via Imagery & highlights diagramatics
‣ Video mission ‣ Surveys/questions
Stories
‣ short text/large ‣ Tour of facilities ‣ Product Stories
images
‣ Big type ‣ Information ‣ Information pushes ‣ Subscribe to ‣ Information
pushes for SEO for SEO newsfeeds pushes (tweets,
‣ Serif typeface feeds, etc. )for
‣ Social media ‣ About/FAQ ‣ Surface Tech, ‣ Informaiton pushes SEO
Communicate accomps (tweets, feeds, etc.)
campaign ‣ Surface Tech
Brand Value ‣ Wiki for SEO ‣ Accomps
& Inspire ‣ Donations
online (1-Line, ‣ Interactive history ‣ Accomps
Pride
subs)
‣ Subscribe
Notes for UX: User-Based Navigation
AMF/
Alumni/
Spinoffs
14 © GroopLab LLC, 2009 - 2010

43. Organizational Objectives + User Goals = Features
Now we tie the objectives of your Organization to the needs of your Users to identify key Feature Sets.
We then prioritize these feature sets across the categories to identify our priorities.
User 1 User 2 User 3
Type Primary Goal Primary Goal Primary Goal
Primary Need Primary Need Primary Need
Organizational
Objective 1
Organizational
Objective 2
Organizational
Objective 3
Organizational
Objective 4
15

44. TM Simplify Digital.
30 Minutes
User Story
Toolkit
5
© Groop Skool 2010-2011 16

45. User Stories
Based on our users needs let’s map out the story of you will help them
accomplishing their goals.
Type Angel Baby Boomer Tech Savvy Service Provider
User Donna Downey Dwayne Marks Jasmine Zorlu Laura Bloomenthal
Entry: Entry: Entry: Entry:
1. Searches ancestry, 1. Invite from Donna 1. Invite from Donna 1. Direct contact
other fam history on 2. Searching for family 2. Family conversation / 2. Professional
google and sees SEO istory wall post contracts
or award 3. Word of mouth 3. PR exposure 3. Advertising at
2. Sees FB targeted ad 4. Comment on a cause conference / prof
3. Sees HU in media, print, WWII Engagement: site / trade
TV lifestyle press Similar to Dwayne 4. Request from HU
4. Speaks to a friend who Engagement: Sees family profile user
is talking about it. Gets Donna / HU email - Logs in and starts 5. Checking out other
5. Engagement: text / audio direction contributing - asks to be providers case
6. goes a video about a Clicks through link and lands added studies
featured story (carousel) on his lite profile Logs in and starts
7. Clicks on a get started Sees a video tutorial, contributing Engagement:
button (or login) Donnaʼs message and get Sees family portraits / Separate service
8. Strong Imagery started media providers entry
Uses: Quick visual instructions fills out profile and sets
Enters login and pass (custom to Demo same w/ Uses: up account
Basic info about herself and video) Browsing, reading, Gets vetted / approved
family commenting on the family
Starts setting up family - Uses: album Uses:
each member with an invite HU asks where he wants to Comments / curates Listing her services
User Story and a question - light profile start Ask questions Project mgmt / schedule /
1 set up by Donna Selects project, event, profile Exports images / comm / files
DASHBOARD Suggests given by HU slideshows / other content MyCypher transcription
checks family updates based on time and family Links to her FB profile Answer the forum posts
checks for new things events Gets mobile updates Prof / group events
relevant to her Like Pandora Looks for family project Find collaboration /
stars new even Sees suggested architecture ideas peerage
starts new project of proj Uses the app to upload Subscription fees
add family member Fills aout first story (already content (FB and HU) Checks out workshop etc
add guest asked Donna) visualizes the family quilt Premium service / profile
browse providers Starts new stories adds ppl building Reviews
see samples Add to other ppls wikis Wants to fill in the ʻdryʼ HU Profile
browse providers Prompts new stories from spots Makes her own page as
see samples family case study (becomes
browse forum (tips from ppl set up recording sessions ʻDonnaʼ or ʻDwayneʼ)
like her) leaves posts Prompts others for content Provides tips etc..
browse family content and Browse providers / books Professional feedback
updates event / person Identifies w/ groups he was
push starts a family associated with - join and
conversation communicates w/
watches for new notifications
17 © GroopLab LLC, 2009 - 2010

46. User Stories
Based on our users needs let’s map out the story of you will help them accomplishing their goals.
Type Title Title Title
User Name 1 Name 2 Name 3
User Story 1 Enter story... Enter story... Enter story...
User Story 2 Enter story... Enter story... Enter story...
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47. TMSimplify Digital.
Notes
© Groop Skool 2010 - 2011 19