Overview of how to create effective customer personas and a compelling guiding vision to foster shared understanding of the problem to be solved and motivate the team to develop the best possible solution.
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
11. 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
13. time
tension
“rainy” day
wrap-up and thank
reflection
“sunny” day
Interview Flow
Ethnographic interviews have this structure
introduction
build rapport
21. 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
28. 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
29. 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
34. 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
Plot
36. Who’s the story about?
It may not be who you’d expect.
Personas
37. Paint the New Future
•Establish characters and relationships
•Show the the character’s objective
•Set the scene (where)
•Show how she overcomes the challenge
•Show outcome, with main character as the hero NOT the product
•Person changes as an outcome of the product or service
39. Form groups of 3, and
each pick a letter
A, B or C
Exercise: Advance and Color
Advance + Color
40. Exercise: Advance and Color
(5 minutes)
A = the Director. This is your movie.You choose when to
“advance” the plot or add “color” to draw us in
B = The plot line. Think verbs.You move the hero of the
story from start to the desired outcome.
C = the colorist.Think adjectives.You paint the backstory to
set context, add scenery and other memorable details that
help the story stick.
42. 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 as a result.
4. Add “color” to weave in memorable facts and spark emotion.
5. Step back: and simplify
6. Tell the story. Revise. Repeat.
Steps
photo credit: seier+seier