UXDC 2015 Workshops

1. Story Mapping for Product Design

2. What is a Story Map?
Why make them?
How to make one?
Do they really work?

3. What is a Story Map?
Invented by Jeff Patton
a collaborative discovery activity ...

4. Heidi Helminiak, Jeff Patton, and me at
Etsy in Brooklyn, NY 2015

5. “Discovery is an active
and ongoing collaboration
between product, user
experience design, and
engineering.”
Marty Cagen sez:
Silicon Valley Product Group

6. Product
Team
$
smart person
idea
business plan

7. The product team ...

9. Jen Yates, creater CakeWrecks.com

10. pee
feed
dog
Story map exercise
Turn off
alarm
Individually: all
the activities
you do to get
ready for work.
get out
of bed
pee
3 minutes - DON’T Talk

11. Story map exercise
Turn
off
alarm
Work together and label related activities
get
out of
bed
pee
feed
dog
... ...
Waking
Bath
room
stuff
Kitche
n Stuff
Shave shower

12. Story map exercise
Turn off
alarm
Let’s say you wake up late ...
get out
of bed pee
feed dog
...
grab
food
Waking
Bath
room
stuff
Kitchen
Stuff
Shave
shower
Get outin 15
min

13. Personas
our imaginary friends

14. BUZZ WORDSStart up
Lean UX Agile
Pivot Innovative

15. A brief history of personas
Angus Jenkinson
1993
“CustomerPrints
Alan Cooper
1995-99
“Personas”

16. –Kim Goodwin, “Perfecting your Personas” 2008
“Personas represent behavior
patterns, not job descriptions.”

17. My reasons to avoid personas

18. My reasons to avoid personas
They aren’t created from real data
No collaboration
Confused with customer
Not used
Not validated

19. Here’s what we
did

20. Product core team
Product manager
Designer
Lead developer

34. Persona 1
6, 8, 5
Persona 2
11, 3

35. Persona 1
6, 8, 5
Persona 2
11, 3

39. Basic timeline
Week 1 Week 2
Plan Interview - 6 days
Process data
Document

44. Brendan
2.5%
13.5%
34% 34%
16%
Gus
Innovators Early adopters Early majority Late majority Laggards

45. One more
thing.

46. One more
thing.
Changing conversations

48. Comics and stories

49. Story mapping

50. Story mapping

51. Design studios

52. Critiques

58. “I was able to leave the
store and attend my
daughter’s Tae Kwan Do
for the first time because
now I have help - thanks
to Snagajob.“

59. Lesson learned
Bringing imaginary friends to life

60. Product core team

61. Made from real data

62. Put personas to work

63. Don’t stop observing customers

64. WALKING PERSONA
THE

65. Passionate Pragmatists

66. Passionate Pragmatists

67. {Passionate Pragmatists

68. {Passionate Pragmatists

69. {Passionate Pragmatists
Marketing Product
Social Media Campaign Native app for shopping
Demographics Pain points

70. More Group Fun
Split into groups and conduct interviews
You’ve been hired to create a grocery
shopping app by a popular organic food
market chain. But first you must learn about
how people buy groceries.

71. Context Goals/Pains
Picture & Name About
Persona Template
Create either a grocery list app or create a social media
campaign to promote a local organic food market

72. More Group Fun
Split into groups and conduct interviews
You’ve been hired by a popular organic food
market chain to create a grocery shopping
app. But first you must learn about how
people buy groceries.
Teams regroup and use interview data to
create persona
Each team introduce their persona

73. pee
feed
dog
Story map exercise
Turn off
alarm
Individually: all
the activities
you do to get
ready for work.
get out
of bed
pee
3 minutes - DON’T Talk

74. Story Map Rules*
• Sticky notes are magical - use the magic
• Shut up - don’t talk
• Work in smallest team possible
• Know your story
It’s about shared understanding, not model compliance.

77. storiesonboard.com

80. 160%

81. Essential Reading

82. Inspired
How to create
products
customers love
By Marty Cagan

83. User Story
Mapping
Discover the
Whole Story,
Build the Right
Product
By Jeff Patton

84. Designing for the
Digital Age: How to
Create Human-
Centered Products
and Services
by Kim Goodwin

85. The User Is Always Right:
A Practical Guide to
Creating and Using
Personas for the Web
by Steve Mulder, Ziv Yaar

86. @archiemiller
archie_r_miller@carmax.com