Users' Story: UX Storyboarding

1. Esri User Experience TeamThe Users’ Story:UX StoryboardingFrank GarofaloEsri User Experience Team

2. CREDIT• Derived from a SxSW 2011 presentation by:• Joseph O’Sullivan, Intuit• Rachel Evans, Intuit• http://schedule.sxsw.com/events/event_IAP7349• http://www.slideshare.net/IntuitInc/conserve-code-storyboard-experiences-with-customers-first

3. STORY BOARD

4. STORY BOARDA panel or series of panels of rough sketchesoutlining the sequence of eventsa customer will experiencebefore, during, and after using our product.

5. OUR STORYBOARD STRUCTUREProblemSolutionBenefit

6. OUR STORYBOARD STRUCTURE

7. OUR STORYBOARD STRUCTUREProblem Problem

8. OUR STORYBOARD STRUCTURESolutionSolutionSolution

9. OUR STORYBOARD STRUCTUREBenefit

10. EXAMPLE• Scenario:- Small Café – serving soups, salads, sandwiches- 5-10 employees- Currently only excepts Cash payments- Limited Budget- Trying to be “high-tech” & “going green”

11. END-USER• Be specific• Don’t be everything to no one

12. END-USER• Be specific• Don’t be everything to no one

13. END-USER• Be specific• Don’t be everything to no one1minCafé Owner & EmployeesFor example:

14. PROBLEM• I am trying to: ____________BUT ____________________• Prior to use• CAREFUL: Don’t insert yoursolutions as the problemProblem Problem

15. PROBLEMProblem Problem• I am trying to: ____________BUT ____________________• Prior to use• CAREFUL: Don’t insert yoursolutions as the problem

16. PROBLEMProblem Problem• I am trying to: ____________BUT ____________________• Prior to use• CAREFUL: Don’t insert yoursolutions as the problem3minI’m trying to offer credit card payments,but I can’t afford monthly payments for traditional CC service

17. SOLUTION• What are the importantmoments that need to occurfor the solution to execute• “Trigger Moments”Solution Solution

18. SOLUTION• What are the importantmoments that need to occurfor the solution to execute• “Trigger Moments”4minSolution SolutionSmartphone app & reader device to accept POS transactionsand online service for transaction ledger & reports

19. BENEFIT• What would a customer say isgreat about your solution.• Do not regurgitate the featurelist.Benefit

20. BENEFIT• What would a customer say isgreat about your solution.• Do not regurgitate the featurelist.3minBenefitCustomers are now happy they can pay by credit card.Café owner finds the app easy to use and increased productivity.

21. LEARNING• Goal:Gather as much newfeedback as possibleCustomerProblemDo you understand the problem?Is it an important problem?SolutionDoes your solution solve theproblem completely?CustomerBenefitWhat is good about your ideafrom the user’s perspective?

22. LEARNING• Goal:Gather as much newfeedback as possibleWhat is the familiarity of the Café Owner & employees withSmartphone applications?CustomerProblemDo you understand the problem?Is it an important problem?SolutionDoes your solution solve theproblem completely?CustomerBenefitWhat is good about your ideafrom the user’s perspective?

23. TIME TO DRAW

24. BUT, I CAN’T DRAW

25. 1 MINUTE DRAWING LESSON1min

26. Quick Drawing Lesson

35. My Example StoryboardHandheld device, credit card processingCafé Owner & EmployeesCashOnly?Easy Set-up & ConfigurationProcessFrustrated Customers b/ccan only pay with cashLimited budget to affordtraditional CC processingEmployees use reader device& smartphone for transactionsCafé Owner can see ledger& generate reports onlineCafé Owner’s & employee familiarity with smartphone apps?Customers can pay withcredit cards, revenue increase

36. DRAW5min

37. SHARE4min