using personas and story to develop wow! products and services
DESCRIPTION
Deck from my 11/14/13 Talk at the Product Management & Innovation Event 2013. Enjoy!TRANSCRIPT
1Erin Liman | Innovation is Social | @liman
credit: Jim Bouldin
Using the Power of Personas and Story to Develop “WOW!” Products and Services
Stories Guide Product Development
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Stories Guide Product Development
The story itself, the true story, is the one that the audience members create in their minds, guided and shaped by my text, but then transformed, elucidated, expanded, edited, and clarified by their own experience, their own desires, their own hopes and fears.
—Orson Scott CardAmerican Science Fiction Writer
• Visual
• Persistent - even when creator isn’t present• Re!ects and shapes the culture
Credit: Jeff Ngan
Compelling stories are about change
Figure out the current story
Tell anew story
2STEPSTO CREATING THE NEW STORY
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COLLECT / UNDERSTAND STORIES
RE-FRAME, TELL A NEW STORY
SCALE THE STORY
12
COLLECT / UNDERSTAND STORIES
RE-FRAME, TELL A NEW STORY
Story Spine
time
tens
ion and because of that
so, the moral of the story is
until !nally
until one day
and every day
Memorable stories often have this structure
once upon a time
and every day
and because of that
“Up” follows the Hero’s Journey emotional arc
Who
What
When
Where
How
Why
Persona
Objective
Timing
Context
Action
Meaning
Questions to Answer
time
tens
ion “rainy” day
wrap-up and thank
re"ection“sunny” day
Interview FlowEthnographic interviews have this structure
introduction
build rapport
SCALE THE STORY
12
COLLECT / UNDERSTAND STORIES
RE-FRAME, TELL A NEW STORY
Village9991
Persona = composite portrait of a user or stakeholder
Persona’s enable us to step into another person’s shoes
homestay4studentsmontreal.blogspot.com
Example: Rob, 42- year old businessmanFoodie in an unfamiliar city
www-inst.eecs.berkeley.edu
I am ...
I am trying to ...
But, ...
Because ...
Which makes me feel ...
“Who” with 3+ characteristics
Objective or “job to be done”
Perceived barrier
Root cause
Emotion
Exercise: Problem Statement
Story: Re-thinking the MRI for Kids
Transforming Terror into Delight
I am ...
I am trying to ...
But, ...
Because ...
Which makes me feel ...
“Who” with 3+ characteristics
Objective or “job to be done”
Perceived barrier
Root cause
Emotion
Problem Statement: Brain Scans are Scary
Max, a energetic !rst grader with a mass in my head
get my problem !xed so I can go back to school
MRI machines are scary
my parents can’t come and I don’t know what will happen
afraid and alone
Examine Anxiety Points
1234
SEPARATIONWILL MY PARENTS LEAVE ME?
PAINIS THIS GOING TO HURT?
THE DOCTORSPEED AND EFFICIENCY IS OFTEN SEEN AS DISLIKE
THE UNKNOWNKIDS OFTEN ASSUME THE WORST
Transform Pains and “Meh” Experiences into Delighters
Credit: Maria Hock
Customer Journey Swim-Lanes for Each Persona
1. Begin by telling the old story step-by-step from one persona’s point-of-view.2. Examine each step, and note the associated emotion (fear, delight, etc.).3. Identify emotions to shift (e.g., anger to delight)4.Repeat for each key persona to identify the hero of the new story.5. Construct the new story.
Transforming Terror into Delight
“As is”
“To be”
Story Spine
time
tens
ion and because of that
so, the moral of the story is
until !nally
until one day
and every day
Memorable stories often have this structure
once upon a time
and every day
and because of that
Plot
What Makes a Good Story?
(discussion)
Painting the New Future1. Establish characters and relationships2. Show the the character’s objective3. Set the scene (where)
TIPS: Show how she overcomes the challenge Show outcome, with main character as the hero NOT the productPerson changes as an outcome of the experience
Warm-up: Wordball
dogfriendly
cat
black
sit
Exercise: Phrase at a time story
Once upon a time ...And every day ...And every day ...Until one day ...
And because of that ...And because of that ...
Until finally ...The moral of the story is ...
THE END
Stories are StickyStories are Sticky
SCALE THE STORY
12
COLLECT / UNDERSTAND STORIES
RE-FRAME, TELL A NEW STORY
1. Identify, then assume the perspective of a key persona.
2. Walk through the plot line, one step at a time, from the triggering event to the resolution.
3. Play out how the characters overcome the challenge, and what happens to them as a result.
4. Weave in memorable facts and spark emotion.
5. Step back and simplify.
6. Tell the story. Revise. Repeat.
Steps
photo credit: seier+seier
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Erin LimanInnovation Accelerator, StorytellerInnovation is Social, LLC
twitter: @liman
blog: innovationissocial.comlinkedin.com/erinlimanabout.me/erinliman
Thank You!