Telling Persona Stories, March 2014
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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.
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Telling Persona Stories, March 2014
- 1. 1 Erin Liman | Innovation is Social | @liman Using the Power of Personas and Story to Drive Product Development What’s the story?
- 2. Stories Guide Product Development 2 Stories Guide Product Development •Promote understanding - create a shared team vision of the need to be addressed •Guide micro decisions routinely made while developing •Inform MVP - limit development to what’s 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 clarified by their own experience, their own desires, their own hopes and fears. —Orson Scott Card
- 5. • Visual • Persistent - even when creator isn’t present • Reflects and shapes the culture
- 6. Compelling stories are about change
- 7. Figure out the current story Tell a new story
- 8. 3STEPSTO CREATING THE NEW STORY
- 9. 1 2 3 COLLECT STORIES GET ACTORS INTO TROUBLE RE-FRAME,TELL A NEW STORY
- 10. 1 2 3 COLLECT STORIES GET ACTORS INTO TROUBLE RE-FRAME,TELL A NEW STORY
- 11. “Up” follows the Hero’s Journey emotional arc
- 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. Russell’s 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 “rainy” day wrap-up and thank reflection“sunny” day Collect the Real Story - Interview Flow Ethnographic interviews have this structure introduction build rapport
- 16. Village9991 Persona = composite portrait of a user or stakeholder
- 17. 1 2 3 COLLECT STORIES GET ACTORS INTO TROUBLE RE-FRAME,TELL A NEW STORY
- 19. Persona’s enable us to step into someone else’s shoes
- 20. Parker
- 21. homestay4studentsmontreal.blogspot.com Example: Rob, a 42- year old businessman, wants delicious food in an unfamiliar city
- 22. credit:
- 23. LUXr
- 25. 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
- 26. 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 Rob, a 42-year old business traveler, dad, foodie try interesting food that my kids wouldn’t like I don’t always know where to park in an unfamiliar city many interesting eateries are in sketchy areas, away from regular parking lots stressed and vulnerable
- 27. 1 2 3 COLLECT STORIES GET ACTORS INTO TROUBLE RE-FRAME,TELL A NEW STORY
- 28. Rob
- 29. Not a great sketcher? Don’t worry! Drawings support shared understanding across global teams. Rough sketches also enable happy accidents via misinterpretation.
- 30. Story: Re-thinking the MRI for Kids
- 31. Transforming Terror into Delight
- 32. Max’s Journeyline (“As is”) Doctor recommends MRI Seeing his parents stressed makes Max even more anxious Max goes to the hospital. Parents and doctors can’t calm him. Max is sedated before heading in to the MRI machine Max’s general routine
- 33. 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 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 can’t come and I don’t 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. Max’s Journeyline (“To be”) 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 “ride” Max’s general routine
- 37. Transforming Terror into Delight “As is” “To be”
- 38. What Makes a Good Story? (discussion)
- 39. Designing the New Future 1. Establish characters and relationships 2. Show the the character’s 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
- 44. 1 2 3 COLLECT STORIES GET ACTORS INTO TROUBLE RE-FRAME,TELL A NEW STORY
- 45. 44 Thank you! Erin Liman Innovation Accelerator, Storyteller Innovation is Social, LLC twitter: @liman blog: innovationissocial.com linkedin.com/erinliman about.me/erinliman