Deck from my 11/14/13 Talk at the Product Management & Innovation Event 2013. Enjoy!

1. Using the Power of Personas and Story
to Develop “WOW!” Products and Services
credit:
Jim
Bouldin
Erin Liman | Innovation is Social | @liman
1

2. Stories Guide Product Development
Stories
Guide
Product
Development
2

3. 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
American Science Fiction Writer

4. • Visual
• Persistent - even when creator isn’t present
• Reflects and shapes the culture
Credit: Jeff Ngan

5. Compelling stories
are about change

6. Figure out
the current story
Tell a
new story

7. 2
STEPS
TO CREATING THE NEW STORY

8. 1
2
COLLECT / UNDERSTAND STORIES
RE-FRAME, TELL A NEW STORY

9. 1
2
COLLECT / UNDERSTAND STORIES
RE-FRAME, TELL A NEW STORY
SCALE THE STORY

10. Story Spine
Memorable stories often have this structure
tension
until one day
and because of that
and because of that
and every day
and every day
until finally
so, the moral of
the story is
once upon a time
time

11. “Up” follows the Hero’s Journey emotional arc

12. Questions to Answer
Who
Persona
What
Objective
When
Timing
Where
Context
How
Action
Why
Meaning

13. Interview Flow
Ethnographic interviews have this structure
tension
“rainy” day
“sunny” day
build rapport
reflection
wrap-up and thank
introduction
time

15. 1
2
COLLECT / UNDERSTAND STORIES
RE-FRAME, TELL A NEW STORY
SCALE THE STORY

16. Persona = composite portrait of a user or stakeholder
Village9991

17. Persona’s enable us to step into another person’s shoes

18. Example:
Rob, 42- year old businessman
Foodie in an unfamiliar city
homestay4studentsmontreal.blogspot.com

20. www-inst.eecs.berkeley.edu

21. Exercise: Problem Statement
I am ...
I am trying to ...
“Who” with 3+ characteristics
Objective or “job to be done”
But, ...
Because ...
Which makes me feel ...
Perceived barrier
Root cause
Emotion

24. Story: Re-thinking the MRI for Kids

25. Transforming Terror into Delight

26. Problem Statement: Brain Scans are Scary
I am ...
Max, a energetic first grader with a mass in my head
“Who” with 3+ characteristics
I am trying to ... get my problem fixed so I can go back to school
Objective or “job to be done”
But, ...
MRI machines are scary
Perceived barrier
Because ... my parents can’t come and I don’t know what will happen
Root cause
Which makes me feel ...
afraid and alone
Emotion

27. 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

28. Transform Pains and “Meh” Experiences into Delighters

29. Credit: Maria Hock

30. 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.

31. Transforming Terror into Delight
“As is”
“To be”

32. Story Spine
Memorable stories often have this structure
tension
until one day
and because of that
and because of that
and every day
and every day
until finally
so, the moral of
the story is
once upon a time
time
Plot

33. What Makes a Good Story?
(discussion)

34. Painting 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

35. Warm-up: Wordball
sit
friendly
dog
cat
black

36. 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

37. Stories are Sticky

38. 1
2
COLLECT / UNDERSTAND STORIES
RE-FRAME, TELL A NEW STORY
SCALE THE STORY

39. Steps
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.
photo credit: seier+seier

40. Thank
You!
Erin Liman
Innovation Accelerator, Storyteller
Innovation is Social, LLC
twitter: @liman
blog: innovationissocial.com
linkedin.com/erinliman
about.me/erinliman
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