telling persona stories, march 2014
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1 Erin Liman | Innovation is Social | @liman
Using the Power of Personas and Story to Drive Product Development
What’s the story?
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 bene!t
Stories are Sticky
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
• Visual
• Persistent - even when creator isn’t present
• Re!ects and shapes the culture
Compelling stories are about change
Figure out the current story
Tell anew story
3STEPSTO CREATING THE NEW STORY
123
COLLECT STORIES
GET ACTORS INTO TROUBLE
RE-FRAME, TELL A NEW STORY
123
COLLECT STORIES
GET ACTORS INTO TROUBLE
RE-FRAME, TELL A NEW STORY
“Up” follows the Hero’s Journey emotional arc
Who
What
When
Where
How
Why
Persona
Objective
Timing
Context
Action
Meaning
Questions to Answer
Story Spine
time
tens
ion and because of that
so, the moral of the story is
until !nally
until one day
and every day
Memorable stories often have this structure
once upon a time
and every day
and because of that
Story Spine
time
tens
ion
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 !nally..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 !nal 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
time
tens
ion “rainy” day
wrap-up and thank
re"ection“sunny” day
Collect the Real Story - Interview FlowEthnographic interviews have this structure
introduction
build rapport
Village9991
Persona = composite portrait of a user or stakeholder
123
COLLECT STORIES
GET ACTORS INTO TROUBLE
RE-FRAME, TELL A NEW STORY
The Worst First Day
Experience
Persona’s enable us to step into someone else’s shoes
Parker
homestay4studentsmontreal.blogspot.com
Example: Rob, a 42- year old businessman, wants delicious food in an unfamiliar city
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www-inst.eecs.berkeley.edu
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
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
123
COLLECT STORIES
GET ACTORS INTO TROUBLE
RE-FRAME, TELL A NEW STORY
Rob
Not a great sketcher? Don’t worry! Drawings support shared understanding across global teams. Rough sketches also enable happy accidents via misinterpretation.
Story: Re-thinking the MRI for Kids
Transforming Terror into Delight
Max’s Journeyline (“As is”)
Doctorrecommends
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
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 !rst grader with a mass in my head
get my problem !xed 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
Examine Anxiety Points
1234
SEPARATIONWILL MY PARENTS LEAVE ME?
PAINIS THIS GOING TO HURT?
THE DOCTORSPEED AND EFFICIENCY IS OFTEN SEEN AS DISLIKE
THE UNKNOWNKIDS OFTEN ASSUME THE WORST
Credit: Maria Hock
Max’s Journeyline (“To be”)
Doctorrecommends
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
Transforming Terror into Delight
“As is”
“To be”
What Makes a Good Story?
(discussion)
Designing the New Future1. Establish characters and relationships2. Show the the character’s objective3. Set the scene (where)
TIPS: Show how she overcomes the challenge Show outcome, with main character as the hero NOT the productPerson changes as an outcome of the experience
Image: Kathleen Kapsin
Warm-up: Wordball
dogfriendly
cat
black
sit
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
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
123
COLLECT STORIES
GET ACTORS INTO TROUBLE
RE-FRAME, TELL A NEW STORY
44
Thank you!
Erin LimanInnovation Accelerator, StorytellerInnovation is Social, LLC
twitter: @liman
blog: innovationissocial.comlinkedin.com/erinlimanabout.me/erinliman
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