Erin Liman | @liman

Credit: Robin Hutton

Storyboarding and

Developing Personas

Stories Guide Product Development

The story itself, the true story, is the one that theaudience 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 CardAmerican Science Fiction Writer

“Up” follows the Hero’s Journey emotional arc

• Visual

• Persistent - even when storyteller isn’t present

• Re!ects and shapes the culture

Compelling stories are about change

Figure out the story

Tell anew story

3STEPSTO CREATING THE NEW STORY

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COLLECT / UNDERSTAND STORIES

RE-FRAME, TELL A NEW STORY

SCALE THE STORY

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COLLECT / UNDERSTAND STORIES

RE-FRAME, TELL A NEW STORY

SCALE THE STORY

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

Who

What

When

Where

How

Why

Persona

Objective

Timing

Context

Action

Meaning

Questions to Answer

time

tens

ion “rainy” day

wrap-up and thank

re"ection“sunny” day

Interview FlowEthnographic interviews have this structure

introduction

build rapport

Persona’s enable us to step into another person’s shoes

THE  TARGET  POPULATION  SHOULD  FEELUNCOMFORTABLY  NARROW  

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COLLECT / UNDERSTAND STORIES

RE-FRAME, TELL A NEW STORY

SCALE THE STORY

Village9991

Persona = composite portrait of a user or stakeholder

homestay4studentsmontreal.blogspot.com

Example: Mai, StudentMontreal

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

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COLLECT / UNDERSTAND STORIES

RE-FRAME, TELL A NEW STORY

SCALE THE STORY

Story: Re-thinking the MRI for Kids

From Terror to Delight

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

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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

Transform Pains and “Meh” Moments into Delight

Credit: Maria Hock

Customer Journey Swim-Lanes for Each Persona

Credit: Maria Hock

Transform Terror into Delight

“As is”

“To be”

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

Plot

What Makes a Good Story?

(discussion)

Who’s the story about?

It may not be who you’d expect.

Personas

Paint the New Future•Establish characters and relationships•Show the the character’s objective•Set the scene (where)•Show how she overcomes the challenge •Show outcome, with main character as the hero NOT the product•Person changes as an outcome of the product or service

Exercise: Advance and Color

Warm-up

Form groups of 3, and each pick a letter A, B or C

Exercise: Advance and Color

Advance + Color

Exercise: Advance and Color(5 minutes)

A = the Director. This is your movie. You choose when to “advance” the plot or add “color” to draw us in

B = The plot line. Think verbs. You move the hero of the story from start to the desired outcome.

C = the colorist. Think adjectives. You paint the backstory to set context, add scenery and other memorable details that help the story stick.

Stories are StickyStories are Sticky

1. Identify, then assume the perspective of a key persona

2. Walk through the plot line, one step at a time, from the triggering event to the resolution.

3. Play out how the characters overcome the challenge, and what happens as a result.

4. Add “color” to weave in memorable facts and spark emotion.

5. Step back: and simplify

6. Tell the story. Revise. Repeat.

Steps

photo credit: seier+seier

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Erin LimanInnovation AcceleratorInnovation is Social, LLC

twitter: @liman

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

INNOVATION  IS  SOCIAL