Conserve Code: Storyboard Experiences with Customers First

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

http://www.youtube.com/watch?v=5cyTWBnLulo&feature=player_embedded

CASE STUDY: SNAP TAX

http://www.youtube.com/watch?v=5cyTWBnLulo&feature=player_embedded

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

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

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . BENEFIT

“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

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . LEARNING

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

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