conserve code: storyboard experiences with customers first
DESCRIPTION
Presentation from SXSW Interactive Session -- Conserve Code: Storyboard Experiences with Customers First. The session was a hands-on workshop where attendees learned how to express ideas in a story that will elicit valuable feedback from customers.Changes to the user experience can be costly if you are already in the development cycle. Storyboarding your ideas early allows for scrappy experimentation on what’s really important to your customer. At Intuit, a variety of storyboarding methods allows us to test ideas with customers before spending time developing code – the result is a history of millions of satisfied customers. In this hands-on session, you’ll practice expressing your ideas with storyboards to elicit valuable feedback from your most valued customers. We’ll share our experience iterating on ideas with lightning speed to uncover what works, what doesn’t, and what will truly delights customers (hint: it’s usually not your first idea). Come ready to get your hands dirty. Full description:Changes to the user experience can be costly if you are already in the development cycle. Storyboarding your ideas early allows for scrappy experimentation on what’s really important to your customer. At Intuit, a variety of storyboarding methods allows us to test ideas with customers before spending time developing code – the result is a history of millions of satisfied customers. In this hands-on session, you’ll practice expressing your ideas with storyboards to elicit valuable feedback from your most valued customers. We’ll share our experience iterating on ideas with lightning speed to uncover what works, what doesn’t, and what will truly delights customers (hint: it’s usually not your first idea). Come ready to get your hands dirty. Presenters:Joseph O'Sullivan Lead, Design InnovationIntuitRachel Evans Principle Research Scientist, Chief Innovation CatalystIntuitAdditional details:#ConserveCodehttp://schedule.sxsw.com/events/event_IAP7349TRANSCRIPT
Conserve Code Storyboard Experiences with Customers FirstJoseph O’Sullivan Rachel Evans Design Strategist Principal Research Scientist Intuit #ConserveCode
DESIGN THINKING
๏ Deep Customer Empathy
๏ Go Broad to Go Narrow
๏ Rapid Experimentation with Customers
DESIGN THINKING
๏ Deep Customer Empathy
๏ Go Broad to Go Narrow
๏ Rapid Experimentation with Customers
STORYBOARD A panel or series of panels of rough sketches outlining the sequence of events a consumer will experience when before during and after using our product.
HELLS ANGELS
DISNEY
FASTFOWARD
Sara Wiliams going-‐global.com
Expanded In!uenceService Design Agile McCloud
Intuit
Web ApplicationMobile Application
Customer CareHuman Resources
Community Support
CASE STUDY: SNAP TAX
CASE STUDY: SNAP TAX
CASE STUDY: SNAP TAX
CASE STUDY: SNAP TAX
CASE STUDY: SNAP TAX
Wrong Problem
CASE STUDY: SNAP TAX
Wrong Problem
Wrong Bene!t
CASE STUDY: SNAP TAX
What Precisely is the Bene!t?
It’s a Mirror
Pity Begets Honesty
Narcissus Antidote3
It’s a Mirror
You’re telling the customer’s story.
Their problem, the context in which they will use the solution and how they will be personally bene!t.
The customer can provide more accurate feedback because they are the center of the story. 1
Pity Begets Honesty
Customers tend to react to rough sketches more honestly than with !nished click throughs. 2
Narcissus Antidote
We’ve never seen anyone fall in love with their storyboard and not change it. Unlike... 3
STORYBOARD STRUCTURE
Problem Solution
Bene!t
STORYBOARD STRUCTURE
STORYBOARD STRUCTURE
Problem
STORYBOARD STRUCTURE
Problem Solution
STORYBOARD STRUCTURE
Problem Solution
Bene!t
STORYBOARD STRUCTURE
Problem
WHAT CAN YOU LEARN
Do you understand the problem?
Is it an important problem?
STORYBOARD STRUCTURE
WHAT CAN YOU LEARN
Does your solution solve the problem completely?
Solution
STORYBOARD STRUCTURE
WHAT CAN YOU LEARN
What is good about your idea from the customer’s perspective?
Will it delight them?
Bene!t
STORYBOARD STRUCTURE
Problem Solution
Bene!t
YOUR TURN
CREATE A STORYBOARD
STORYBOARD DEVELOPMENT
Script Visuals Learnings
STRUCTURE THE SCRIPT
PROJECT Consider a project you are working on now or an idea you have been considering.
Crowd-sourcing late night designated drivers
Sisyphus, Titian 1min
CUSTOMER21 - 30 Year old, Male, Urban, Smartphone, Tech SavvyLikes to drink but is aware of consequences
Be speci!c — Don’t be everything to no one
1min
Text
CUSTOMER21 - 30 Year old, Male, Urban, Smartphone, Tech SavvyLikes to drink but is aware of consequences
Be speci!c — Don’t be everything to no one
1min
Text
???????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????
PROBLEM“I am trying to get home BUT I can not !nd a taxi”
?I am trying to:____________ BUT ______________CAREFUL: Don’t insert your solution as the problem
3min
STRUCTURE THE SCRIPT
! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !
SOLUTIONText: need a cab :: a driver gets text while driving home :: Con!rmation text exchange
!What are the important moments that need to occur for the solution to execute
4min
STRUCTURE THE SCRIPT
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“I didn’t have to !ght for a taxi” or “It con!rms my belief that people are good”
What would a customer say is great about your solution. Do not regurgitate the feature list.
3min
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CustomerProblem
Solution
CustomerBene!t
4min
Do you understand the problem?Is it an important problem?
Does your solution solve the problem completely?
What is good about your idea from the customer’s perspective?
Your goal is to gather as much new feedback as possible
LET’S DRAW
BUT, I CAN’T DRAW
1min
Phone
Phone + Head
PHONE + HEAD + FACE
PHONE + HEAD + FACE + BODY
PHONE + HEAD + FACE + BODY+ UI
DRAW5min
SHARE YOUR STORY4min
Thanks