Presentation deck from my March 11th talk at The Product Management & Innovation Event 2014. This talk was a mix of presentation and storytelling, including some wonderful improv storytelling by a group of 80 participants. Hoping you go forth and use storytelling to drive development.
Call Girls Zirakpurđ§ Book Nowđą7837612180 đđCall Girl Service In Zirakpur No A...
Â
Telling Persona Stories, March 2014
1. 1
Erin Liman | Innovation is Social | @liman
Using the Power of Personas and Story
to Drive Product Development
Whatâs the story?
2. Stories
 Guide
 Product
Â
Development
2
Stories Guide Product Development
â˘Promote understanding - create a shared team vision of the need to
be addressed
â˘Guide micro decisions routinely made while developing
â˘Inform MVP - limit development to whatâs needed to deliver the key
benefit
4. 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 clariďŹed by their own experience, their
own desires, their own hopes and fears.
âOrson Scott Card
13. Story Spine
time
tension
and because of that
so, the moral of
the story is
until finally
until one day
and every day
Memorable stories often have this structure
once upon a time
and every day
and because of that
14. Story Spine
time
tension and because of that...
Carl is sentenced to a retirement home. To
escape this fate, he releases thousands of
helium balloons and sails away... with Russelll
the explorer scout.
so, the moral of the story is...
until finally..
Carl is forced to release his beloved house,
and Kevin is returned to her 3 chicks, and
Russell and Dug are delivered home. Russellâs
father fails to present him the final badge,;
Carl steps in and gives a grape soda badge
that Ellie had once given him. Carl now acts
as surrogate grandfather to Russell.
until one day...
Ellie dies before they realize their dream,
leaving Carl alone, a tired and sour recluse.
A construction worker breaks Carls mailbox,
and Carl hits him over the head with his
walker.
Memorable stories often have this structure
once upon a time...
Young Carl Fredricksen meets Ellie,
a tomboy who shares passion for
adventure and explorer Charles Muntz.
Make pact to travel to Paradise Falls
someday.
and every day...
Carl and Ellie get married and live a blissful life as
balloon salesman and zookeeper
and because of that...
He has a series of adventures. He faces a series
of tests, ultimately facing the elderly, now-crazy
Charles Muntz, who ultimately falls to his death.and every day...
The dig a little further into their Falls fund
to meet other obligations
15. time
tension
ârainyâ day
wrap-up and thank
reflectionâsunnyâ day
Collect the Real Story - Interview Flow
Ethnographic interviews have this structure
introduction
build rapport
25. I am ...
I am trying to ...
But, ...
Because ...
Which makes me feel ...
âWhoâ with 3+ characteristics
Objective or âjob to be doneâ
Perceived barrier
Root cause
Emotion
Exercise: Problem Statement
26. I am ...
I am trying to ...
But, ...
Because ...
Which makes me feel ...
âWhoâ with 3+ characteristics
Objective or âjob to be doneâ
Perceived barrier
Root cause
Emotion
Exercise: Problem Statement
Rob, a 42-year old business traveler, dad, foodie
try interesting food that my kids wouldnât like
I donât always know where to park in an unfamiliar city
many interesting eateries are in sketchy areas, away from
regular parking lots
stressed and vulnerable
29. Not a great sketcher? Donât worry! Drawings support shared understanding across
global teams. Rough sketches also enable happy accidents via misinterpretation.
32. Maxâs Journeyline (âAs isâ)
Doctor
recommends
MRI Seeing his
parents stressed
makes Max even
more anxious
Max goes to the
hospital. Parents
and doctors canât
calm him.
Max is sedated
before heading in
to the MRI
machine
Maxâs
general
routine
33. I am ...
I am trying to ...
But, ...
Because ...
Which makes me feel ...
âWhoâ with 3+ characteristics
Objective or âjob to be doneâ
Perceived barrier
Root cause
Emotion
Problem Statement: Brain Scans are Scary
Max, a energetic first grader with a mass in my head
get my problem fixed so I can go back to school
MRI machines are scary
my parents canât come and I donât know what will happen
afraid and alone
34. Examine Anxiety Points
1
2
3
4
SEPARATION
WILL MY PARENTS LEAVE ME?
PAIN
IS THIS GOING TO HURT?
THE DOCTOR
SPEED AND EFFICIENCY IS OFTEN SEEN AS DISLIKE
THE UNKNOWN
KIDS OFTEN ASSUME THE WORST
36. Maxâs Journeyline (âTo beâ)
Doctor
recommends
MRI
Parents receive
themed kit with
costumes,
rehearses role to
play
Max goes to the
hospital and
enters the theme-
based room with
staff dressed the
part
Max has a multi-
sensory, Disney-
esque ârideâ
Maxâs
general
routine
39. Designing the New Future
1. Establish characters and relationships
2. Show the the characterâs objective
3. Set the scene (where)
TIPS:
Show how she overcomes the challenge
Show outcome, with main character as the hero NOT the product
Person changes as an outcome of the experience
Image: Kathleen Kapsin
42. 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
43. 1. Identify, then assume the perspective of the key persona.
2. Walk through the storyline, one step at a time, from the
triggering event to the resolution.
3. Brainstorm ways to help the persona overcome the challenge,
and what happens to him or her as a result.
4. Add foundation to evoke empathy, and memorable 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. Simplify even more.
6. Tell the story. Revise. Repeat.
photo credit: seier+seier
Telling a New Story - Steps