Post on 22-Jan-2018
Persona Development & Storytelling for Business Growth
Erin Liman | Innovation is Social | erin@innovationissocial.com | @liman
source: wegotthiscovered.com
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Leadership is the art of inspiring others to make a story come true
via @araskin
businessstrategy
tech
organizationaltransformation
experiencedesignBusiness Growth Designer
Strategic Storyteller
The Language We Use Shapes the Way We Think
source: IMDB.com
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[played short video on linguistics]
Why is language important?
You Don’t Always Get What You Want
pains > requirements “holey” solutions no satisfaction
2008
image; MultiCultClassics
JILL BOLTE TAYLOR: “MY STROKE OF INSIGHT”
Number skills Math/Science skills Written language Spoken language Objectivity Analytical Logic Reasoning
Intuition Imagination
Creativity Emotion
Synthesizing Subjectivity
Music/Art
Different Hemispheres, Different Ways of Processing Information
a-ha: story is the vehicle that brings
pains, motivations and solutions to life
marketing story
customer pain story
product story
>
>
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What If we Use And Preserve the Customer’s Language?
stories guide product development
• Stories provide a visceral understanding of the customer problem
• They guide micro-decisions for ux and dev • They clarify roadmap prioritization decisions
stories are sticky
compelling stories are about change
Figure out the current story
tell a new story
Figure out the current story
tell a new story
so, how do we create the new story?
3STEPS
TO CREATING THE NEW STORY
COLLECT “AS-IS” STORIESIDENTIFY PATTERNS & FLOWSRE-FRAME, TELL A NEW STORY
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COLLECT “AS-IS” STORIES1
immerse yourself by walking in someone else’s shoes, and learning their language
José Avillez (Chef) Portuguese Men in High Heels for Women Rights
to discover someone’s explicit and implicit needs so you can test your understanding of these needs with your prototypes (interventions)
Why Gain Empathy?
capture stories.how do we gain empathy?
basic story spine te
nsio
n
time
once upona time…
and every day
until one dayand because of that
and because of that
until finally
and ever since that day
exercise: sentence at a time story
1 once upon a time…2 and every day…3 until one day…4 and because of that…5 and because of that…6 until finally…7 and ever since that day…
how to we discover what’s meaningful to
the people we’re solving for?
WISH
WANT
NEED
PAINFEAR
CONS
CIOU
SUN
CONS
CIOU
S
depth = meaning© 2016 Innova-on is Social, LLC
te
nsio
n
time
introduction, frame
build rapport
“sunny day”
“rainy day”
resolution
reflection
wrap-up and thank
collect stories using the story spine
Challenges
Motivation &/or Rewards
End-to-end “service” especially the last mile
“Magic wand”
Identify Key Themes to Focus Research
Getting help
What’s happening when things just “flow?”
If/when they need to collaborate
What to Capture While Interviewing/ObservingCAPTURE: – JOB TO BE DONE – PROCESS – EMOTIONS – ENVIRONMENT – PARTICIPANTS
BE SURE TO GET QUOTES!
COLLECT STORIES IDENTIFY PATTERNS & FLOWS
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COLLECT STORIES 12
pains, insights, motivations, workaroundsIDENTIFY PATTERNS & FLOWS
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persona examples
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lifeless persona
37Source: Kate Rutter, Strategic Sketcher at Intelleto
actionable persona
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present research, audible + visual personas for meta-synthesis
synthesizing insightsLOOK FOR PATTERNS: – JOB TO BE DONE – PROCESS – EMOTIONS – ENVIRONMENT – PARTICIPANTS
CLUSTER QUOTES
credit: Village9991
persona = composite portrait of a user or stakeholder
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synthesis:Identify patterns in fears, pains and workarounds.Create rough personas.
analogous researchBrainstorm: who else faces similar challenges?How do they approach it?Use these insights to inspire your “to be” story.
trends
observations
stake
holder sto
ries
quantitative d
ata
analogo
us situations
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analogus inspiration
COLLECT STORIES IDENTIFY PATTERNS & FLOWSRE-FRAME, TELL A NEW STORY
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collaborative storytelling / bodystorming: “AS-IS” & “TO BE”
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identify key story “beats”
experiment with the order of plot events to see what has the most impact
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Then Add Color (backstory, descriptions, etc.)
wikipedia //hdfreefoto
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storyboard panel exampleWow! This could be a huge deal. I’m going
to need help to go after this one.
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embed stakeholder language so story affects emotions and resonates with different audiences?
Package your story for Virality
adopt a prototyping mindset
Prototype the problem(s) / “as-is” Validate the problem is worth solving Prototype the new story / “to be” Validate the value proposition & story Prototype how the value will be delivered
1. Step into the perspective of the key persona (hero). 2. Walk through the storyline, one step at a time, from trigger to
resolution. 3. Brainstorm ways to get your hero into trouble. Show how the
hero overcomes the challenge(s), and what happens as a result. 4. Add context (backstory, environment, etc.) to evoke empathy.
Include 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. Then, simplify even more. 6. Tell the story. Revise. Repeat.
director’s tips
re-incorporate stakeholder language remove marketing-speak and corporate jargon
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Thank you!
Erin Liman Business Growth Designer Innovation is Social, LLC
twitter: @liman linkedin.com/erinliman innovationissocial.com