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UsingPersonasandthePowerofStorytoDriveProductDevelopment
Erin Liman | Innovation is Social | @liman
me
business
design people
tech
a-ha:storybrings
needs,motivationsand
solutionstolife
4
5
marketing story
customer pain story
product story
coherence+resonance=allspeakingsamelanguage
>
>
>
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/
	
  
storiesaresticky
compellingstories
areaboutchange
Figureout
thecurrentstory
tella
newstory
Figureout
thecurrentstory
tella
newstory
so,howdowe
createthenewstory?
3STEPS

TOCREATINGTHENEWSTORY
COLLECTSTORIES

IDENTIFYPATTERNS&FLOWS
RE-FRAME,TELLANEWSTORY

1
2
3
COLLECTSTORIES
1
immerseyourself
bywalkingin
someone
else’sshoes
José Avillez (Chef)
Portuguese Men in
High Heels for
Women Rights
to discover someone’s explicit
and implicit needs 

so you can test your
understanding of these needs
with your prototypes
(interventions)
WHY gain empathy?
Evoke stories.
HOW TO gain empathy?
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
exercise:sentenceatatimestory
1 onceuponatime…
2 andeveryday…
3 untiloneday…
4 andbecauseofthat…
5 andbecauseofthat…
6 untilfinally…
7 andeversincethatday…
howtowediscover
what’smeaningful?
WISH
WANT
NEED
PAIN
FEAR
CONSCIOUSUNCONSCIOUS
depth = meaning
©	
  2016	
  Innova/on	
  is	
  Social,	
  LLC
tension
time
introduction
build rapport
“sunny day”
“rainy day”
resolution
reflection
wrap-up and 

thank
collectstoriesusingthestoryspine
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
COLLECTSTORIES

IDENTIFYPATTERNS&FLOWS
1
2
COLLECTSTORIES
1
2
insights,motivations,workarounds
IDENTIFYPATTERNS&FLOWS
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
credit: Village9991
persona=compositeportraitofauserorstakeholder
29
personaexamples
30
lifelesspersona
31
Source: Kate Rutter, Strategic Sketcher at Intelleto
usefulpersona
32
presentedresearch,audible+visualpersonasformeta-synthesis
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
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
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
analogus

inspiration
COLLECTSTORIES

IDENTIFYPATTERNS&FLOWS
RE-FRAME,TELLANEWSTORY

1
2
3
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
highlightstrategicstory“beats”/tellstorymultipleways
wikipedia //hdfreefoto
collaborativestorytelling/bodystorming
41
illustratekeystorybeats
playwithordertoseewhathasthemostimpact
42
packageforvirality
howcanweembedstakeholderlanguage
sostoryresonateswithdifferentaudiences?
43
example
[articulatereactionto

whatheseesonhisphone]
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
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
re-incorporatestakeholderlanguage
removemarketing-speakandcorporatejargon
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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Using Personas and the Power of Story to Drive Product Development