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

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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

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COLLECT STORIES

GET ACTORS INTO TROUBLE

RE-FRAME, TELL A NEW STORY

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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

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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

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COLLECT STORIES

GET ACTORS INTO TROUBLE

RE-FRAME, TELL A NEW STORY

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Thank you!

Erin LimanInnovation Accelerator, StorytellerInnovation is Social, LLC

twitter: @liman

blog: innovationissocial.comlinkedin.com/erinlimanabout.me/erinliman