In this storyboarding workshop, you'll learn to be a better presenter, communicator, and designer....
copyright Fred Moore & Disney Pictures
Storyboarding Workshop Copyright 2014 Cowan Publishing
PRODUCT IDEAS?
Do you have a product idea you can use? ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2014 Cowan Publishing
PRODUCT IDEA: ENABLE QUIZ
Copyright 2014 Cowan Publishing
PRODUCT IDEA: WEDOTHAT
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PRODUCT IDEA: MY LETTER, MY STORY
Copyright 2014 Cowan Publishing
PREP! CREATION A POSITIONING STATEMENT For [target customer] who [statement of the need or opportunity], the [product name] is a [product category] that [statement of key benefit/ key reason to buy]. unlike [primary alternative], our product [statement of primary differentiation]. EXAMPLE For [hiring managers] who [need to evaluate technical talent], [Enable Quiz] is a [talent assessment system] that [allows for quick and easy assessment of topical understanding in key engineering topics]. Unlike [formal certifications or ad hoc questions], our product [allows for lightweight but consistent assessments of technical talent]. 4 MIN. Copyright 2014 Cowan Publishing
ABOUT THIS SESSION
Copyright 2014 Cowan Publishing
STORYBOARDING: ORIGINS
copyright Fred Moore & Disney Pictures
ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2014 Cowan Publishing
STORYBOARDING EXAMPLE
Personas Copyright 2014 Cowan Publishing
STORYBOARDING EXAMPLE
Personas Copyright 2014 Cowan Publishing
VENTURE DESIGN
Scale? Who?
What?
What if?
X
!
Tell me…?
How?
/ Pivot?
PERSONAS
PROBLEM VALUE CUSTOMER USER PRODUCT & SCENARIOS & PROPOSITIONS DISCOVERY & STORIES & PROMOTION ALTERNATIVES & ASSUMPTIONS EXPERIMENTS PROTOTYPES Copyright 2014 Cowan Publishing
VENTURE DESIGN 1) ENERGIZING PERSONAS AND PROBLEM SCENARIOS Scale? Who?
What?
What if?
X
!
Tell me…?
How?
/ Pivot?
PERSONAS
PROBLEM VALUE CUSTOMER USER PRODUCT & SCENARIOS & PROPOSITIONS DISCOVERY & STORIES & PROMOTION ALTERNATIVES & ASSUMPTIONS EXPERIMENTS PROTOTYPES Copyright 2014 Cowan Publishing
VENTURE DESIGN 2) DEFINING CUSTOMER JOURNEYS Scale? Who?
What?
What if?
X
!
Tell me…?
How?
/ Pivot?
PERSONAS
PROBLEM VALUE CUSTOMER USER PRODUCT & SCENARIOS & PROPOSITIONS DISCOVERY & STORIES & PROMOTION ALTERNATIVES & ASSUMPTIONS EXPERIMENTS PROTOTYPES Copyright 2014 Cowan Publishing
VENTURE DESIGN 3) IMPROVING (EPIC) AGILE USER STORIES Scale? Who?
What?
What if?
X
!
Tell me…?
How?
/ Pivot?
PERSONAS
PROBLEM VALUE CUSTOMER USER PRODUCT & SCENARIOS & PROPOSITIONS DISCOVERY & STORIES & PROMOTION ALTERNATIVES & ASSUMPTIONS EXPERIMENTS PROTOTYPES Copyright 2014 Cowan Publishing
VENTURE DESIGN 4) APPLYING THE ‘HOOK’ FRAMEWORK Scale? Who?
What?
What if?
X
!
Tell me…?
How?
/ Pivot?
PERSONAS
PROBLEM VALUE CUSTOMER USER PRODUCT & SCENARIOS & PROPOSITIONS DISCOVERY & STORIES & PROMOTION ALTERNATIVES & ASSUMPTIONS EXPERIMENTS PROTOTYPES Copyright 2014 Cowan Publishing
DESIGN THINKING
Empathy
Creativity Copyright 2014 Cowan Publishing
DESIGN THINKING- APPLICATIONS
ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2014 Cowan Publishing
DESIGN THINKING- APPLICATIONS
Empathy
1
Entry
2
Urinate as they go
3
Edges preferred
4
Speedy
5
PB > cheese
ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2014 Cowan Publishing
DESIGN THINKING- APPLICATIONS Check & Repair
1
UV Validation
2
Relevant Placement
3
A Better Mouse Trap
4
Powered by Better Bait
5
Creativity
ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2014 Cowan Publishing
DESIGN THINKING- PERSONAS
Personas
Problem Scenarios Alternatives Your Value Propositions
Foundation in Design Thinking
Copyright 2014 Cowan Publishing
DESIGN THINKING- PERSONAS
ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2014 Cowan Publishing
DESIGN THINKING- PERSONAS
ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2014 Cowan Publishing
DESIGN THINKING- PERSONAS
ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2014 Cowan Publishing
DESIGN THINKING- NEEDFINDING
PROBLEM SCENARIO
X
ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2014 Cowan Publishing
DESIGN THINKING- NEEDFINDING
PROBLEM SCENARIO
X
What job(s) are you doing for the customer? What existing need or behavior are you fulfilling?
ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2014 Cowan Publishing
DESIGN THINKING- NEEDFINDING
PROBLEM SCENARIO
ALTERNATIVE(S)
X ? ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2014 Cowan Publishing
DESIGN THINKING- NEEDFINDING
PROBLEM SCENARIO
ALTERNATIVE(S)
X ?
If they currently use spreadsheets, watch them use it and get a copy of it. If they currently put notes on the family fridge, ask about it, photograph it.
ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2014 Cowan Publishing
DESIGN THINKING- NEEDFINDING
PROBLEM SCENARIO
ALTERNATIVE(S)
YOUR VALUE PROPOSITIONS
X ? !
ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2014 Cowan Publishing
YOUR PRODUCT HYPOTHESIS A certain PERSONA exists… … and they have a certain PROBLEMS(S) …
X
… where they’re currently using certain ALTERNATIVE(S) …
?
… and I have a VALUE PROPOSITION that’s better enough than the alternatives to cause the persona to act (purchase, use, etc.).
!
ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2014 Cowan Publishing
ENABLE QUIZ: PROBLEM SCENARIOS PERSONA
Helen the HR Manager
Frank the Functional Manager
PROBLEM SCENARIO
“It’s hard for me to screen on technical skill sets and I end up sending Frank unqualified recruits.”
“I have limited time and I don’t want to be a jerk. It’s hard to screen for all the relevant technical skill sets.”
ALTERNATIVE(S)
- Call references - Take their word for it
- A few probing questions - Take their word for it
VALUE PROPOSITIONS
New ability for meaningful screening of technical candidates, increasing % of successful hires and lowering Frank’s workload on recruiting.
Less time doing interviews, and better hires sooner.
X
? !
Copyright 2014 Cowan Publishing
SKETCHING YOUR NARRATIVE TRIGGER How does the problem scenario initiate?
ACTION How is the alternative executed?
REWARD How is the persona gratified?
source: adapted from Nir Eyal’s Hook Framework Copyright 2014 Cowan Publishing
SKETCHING YOUR NARRATIVE- BEFORE SCENARIO TRIGGER ACTION The company creates a Frank writes a job new, open position to fill. description. Helen sources candidates. Helen screens candidates and sends them to Frank. Frank interviews candidates. Frank & Helen decide & the candidate starts.
REWARD
a lot of candidates to screen a lot of candidates to interview too many (mutually) bad outcomes source: adapted from Nir Eyal’s Hook Framework Copyright 2014 Cowan Publishing
SKETCHING YOUR NARRATIVE- BEFORE SCENARIO TRIGGER ACTION The company creates a Frank writes a job new, open position to fill. description. Helen sources candidates. Helen screens candidates and sends them to Frank. Frank interviews candidates. Frank & Helen decide & the candidate starts.
REWARD
a lot of candidates to screen a lot of candidates to interview too many (mutually) bad outcomes source: adapted from Nir Eyal’s Hook Framework Copyright 2014 Cowan Publishing
STORYBOARDING THE BEFORE SCENARIO BEFORE
Copyright 2014 Cowan Publishing
SKETCHING YOUR NARRATIVE- AFTER SCENARIO TRIGGER ACTION The company creates a Frank writes a job new, open position to fill. description. Helen & Frank create a quiz for the position. Helen sources candidates.
source: adapted from Nir Eyal’s Hook Framework
Helen screens candidates and sends them to Frank. Frank interviews candidates. Frank & Helen decide & the candidate starts.
REWARD
fewer candidates to screen; simpler, better screening fewer candidates to interview better Copyrightoutcomes 2014 Cowan Publishing
SKETCHING YOUR NARRATIVE- AFTER SCENARIO TRIGGER ACTION The company creates a Frank writes a job new, open position to fill. description. Helen & Frank create a quiz for the position. Helen sources candidates.
source: adapted from Nir Eyal’s Hook Framework
Helen screens candidates and sends them to Frank. Frank interviews candidates. Frank & Helen decide & the candidate starts.
REWARD
fewer candidates to screen; simpler, better screening fewer candidates to interview better Copyrightoutcomes 2014 Cowan Publishing
STORYBOARDING A PROBLEM SCENARIO BEFORE
AFTER
Copyright 2014 Cowan Publishing
ANATOMY OF THE STORYBOARDING SQUARES
1 Panel
}
Optional notes here to supplement your storyboard
} }
Storyboard Area
Notes Area
Copyright 2014 Cowan Publishing
EXERCISE: BEFORE AND AFTER BOARDS Using the squares, create a before and then after storyboard- 3 panels each (10 min.) BEFORE (using the Alternative)
AFTER (with the Value Proposition) Copyright 2014 Cowan Publishing
EXERCISE: PEER PRESENTATION (5 MIN/EACH)
As Presenter BEFORE & AFTER 1) Who is/are the persona(s)? What do they care about? 2) Why the alternative? 3) What’s cool about the value prop.?
As Audience - Focus on the process; avoid editorial - Ask a lot of questions - Think about it like an investor
Copyright 2014 Cowan Publishing
Attention I nterest D esire A ction Onboarding R etention
How do they first find out that you, your proposition exist? How do you break through the noise floor?
Copyright 2014 Cowan Publishing
Attention I nterest D esire A ction Onboarding R etention
What is it that engages them with your proposition? How will you connect?
Copyright 2014 Cowan Publishing
Attention I nterest D esire A ction Onboarding R etention
Are you connecting with an important problem scenario? Is your VP better enough than the alternative? Copyright 2014 Cowan Publishing
Attention I nterest D esire A ction Onboarding R etention
What is absolute minimum set of actions required by the customer to have you deliver on their problem?
Copyright 2014 Cowan Publishing
Attention I nterest D esire A ction Onboarding R etention
How do they become a regular, habitual user? How will you know if that’s happening?
Copyright 2014 Cowan Publishing
Attention I nterest D esire A ction Onboarding R etention
How do you deepen their involvement? Investment? How do you get them talking about it? Copyright 2014 Cowan Publishing
STORYBOARDING AIDA(OR)
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STORYBOARDING AIDA(OR)
Copyright 2014 Cowan Publishing
STORYBOARDING AIDA(OR) Thinks: I care about evaluating tech hires but I’m busy- I’ll take a quick look if I can. Sees: A post on social media from a peer she regards well. Feels: There’s a twinkling in the distance but I’m still firmly rooted in my to-do list in the present. Does: Calls or emails her peer to hear about her experience.
Copyright 2014 Cowan Publishing
STORYBOARDING AIDA(OR) Thinks: This sounds interestingcan I make it work here (at my company). Sees: A clear proposition and narrative on next steps towards a successful outcome (on the Enable Quiz site). Feels: Initially suspect, her excitement about racking up a meaningful win in an important area grows. Does: Puts it on her to-do list as a set of items. Mentions it to colleagues. Copyright 2014 Cowan Publishing
STORYBOARDING AIDA(OR) Thinks: I understand the proposition and I keep seeing wins for it here at work. Sees: Situations where she really wishes she had a quiz to use instead of the hodge podge she uses. Feels: This could be one of her major wins for the year- exciting! Does: Move Enable Quiz to the top of her list.
Copyright 2014 Cowan Publishing
STORYBOARDING AIDA(OR)
Thinks: I need Frank’s buy-in: they’re his candidates and he’ll need to help me create the quizzes. Sees: Frank struggling to find time to interview candidates. Having trouble with skill sets on his team. Feels: Nervous and excited to bring it to Frank. Does: Gets in front of Frank with a simple proposal to just try the system out for their next openCopyright position. 2014 Cowan Publishing
STORYBOARDING AIDA(OR)
Thinks: Here we go- I hope this works. Sees: A job description and a set of quiz options she needs to pair. Feels: A little uneasy- like playing scrabble in a language she’s just learning. Does: Creates a draft and then goes to Frank with questions that she makes as specificCopyright as 2014 possible. Cowan Publishing
STORYBOARDING AIDA(OR)
Thinks: This was a win- it’s part of our routine and it works great. Sees: That her screening process and hiring outcomes are measurably improved. Feels: I love this thing- everyone should use it. Does: Shares about her win on social media and is willing to try new things.
Copyright 2014 Cowan Publishing
EXERCISE: AIDA STORYBOARD (10 MIN)
Using the squares, create a 6-panel AIDA(OR) storyboard (10 min) Copyright 2014 Cowan Publishing
EXERCISE: DETAILING THINK-SEE-FEEL-DO Thinks: I understand the proposition and I keep seeing wins for it here at work. Sees: Situations where she really wishes she had a quiz to use instead of the hodge podge she uses. Feels: This could be one of her major wins for the year- exciting! Does: Move Enable Quiz to the top of her list.
Pick 2 or more panels and detail ThinkSee-Feel-Do (5 min) Copyright 2014 Cowan Publishing
EXERCISE: PEER PRESENTATION (5 MIN/EACH)
As Presenter AIDA 1) Who’s the persona? 2) What’s the journey?
As Audience - Focus on the process; avoid editorial - Ask a lot of questions - Think about it like an investor
Copyright 2014 Cowan Publishing
AGILE USER STORIES PERSONAS
Drafting Stories
Epic Stories Stories Test Cases “As a [persona], I want to [do something] so that I can [derive a benefit]”
STORIES
ALEX COWAN AlexanderCowan.com @cowanSF Copyright 2014 Cowan Publishing
AGILE USER STORIES EPIC STORY ‘As the HR manager, I want to create a screening quiz so that I can understand whether I want to send possible recruits to the functional manager.’ CHILD STORIES A) “As an HR manager, I want to get a list of topics relevant to an open position from the functional manager so I can set up a relevant and complete quiz for screening.” B) “As an HR manager, I want to browse the quiz banks [of available questions] so I can make sure I’m subscribed to all the necessary topics for my quiz.” C) “As an HR manager, I want to purchase additional quiz banks so I can add additional technical topics to my quizzes.” D) “As an HR manager, I want to create a custom quiz banks so I can add custom questions the functional manager wants to add to the quiz.” E) “As a manager, I want to set the quiz up for a possible recruit to use.” F) “As an HR manager, I want to make the candidates’ scores available to the functional manager, along with the rest of my notes. Copyright 2014 Cowan Publishing
AGILE USER STORIES EPIC STORY ‘As the HR manager, I want to create a screening quiz so that I can understand whether I want to send possible recruits to the functional manager.’
Copyright 2014 Cowan Publishing
STORYBOARDING AN AGILE EPIC STORY
Copyright 2014 Cowan Publishing
INVEST IN AGILE STORIES
Independent Negotiable Valuable Estimable Small Testable
Could this be implemented on a stand-alone basis or does it presuppose other content?
Copyright 2014 Cowan Publishing
INVEST IN AGILE STORIES
Independent Negotiable Valuable Estimable Small Testable
Stories are not spec’s. This is an input for you to arrive at an optimal implementation with the developer, not a functional ‘requirement’.
Copyright 2014 Cowan Publishing
INVEST IN AGILE STORIES
Independent Negotiable Valuable Estimable Small Testable
What problem scenario does this address? How have you validated your value proposition for it?
Copyright 2014 Cowan Publishing
INVEST IN AGILE STORIES
Independent Negotiable Valuable Estimable Small Testable
How hard is this vs. the team’s experience? Is it discrete enough?
Copyright 2014 Cowan Publishing
INVEST IN AGILE STORIES
Independent Negotiable Valuable Estimable Small Testable
A big part of what makes agile (and lean) work is the use of small batches with measurable results. Make sure your stories are broken down to workable sizes.
Copyright 2014 Cowan Publishing
INVEST IN AGILE STORIES
Independent Negotiable Valuable Estimable Small Testable
How will you know if it’s working in a way where you can validate its value? Copyright 2014 Cowan Publishing
EXERCISE: AGILE EPIC
“As a [persona], I want to [do something] so that I can [derive a benefit]”
Draft an epic story (4 min) Copyright 2014 Cowan Publishing
EXERCISE: AGILE EPIC ‘As the HR manager, I want to create a screening quiz so that I can understand whether I want to send recruits to the functional manager.’ 10 min. 3-6 panels Copyright 2014 Cowan Publishing
THE HOOK FRAMEWORK
nirandfar.com
Copyright 2014 Cowan Publishing
THE HOOK FRAMEWORK THE TRIGGER Internal or external stimulus leading to ACTION. (internal)
(external)
nirandfar.com
Copyright 2014 Cowan Publishing
THE HOOK FRAMEWORK THE ACTION The smallest possible act leading to a REWARD.
nirandfar.com
Copyright 2014 Cowan Publishing
THE HOOK FRAMEWORK THE VARIABLE REWARD The unpredictable but tangible gratification from the ACTION.
nirandfar.com
Copyright 2014 Cowan Publishing
THE HOOK FRAMEWORK THE INVESTMENT Actions that increase involvement, preference and load the next TRIGGER.
nirandfar.com
Copyright 2014 Cowan Publishing
EXERCISE: STORYBOARDING THE HOOK 1) TRIGGER What feelings or events initiate use?
2) ACTION What is the simplest thing the user can do to be rewarded?
4) INVESTMENT How does the user accumulate a preference?
3) REWARD How is the user gratified by their action? 10 min. 1 panel per item Copyright 2014 Cowan Publishing
STORYBOARDING IRL: 6 TIPS 1 x TIME
FRAMEWORKS!
FOCUS YOUR NARRATIVES If you’re struggling to squeeze everything in, decompose the narrative into more boards.
FRAMEWORKS WILL HELP If you’re struggling to formulate, maybe back up to the frameworks we discussed.
3 == MAGIC
3 IS A MAGIC NUMBER Warm up (at least) in series of three panels (a ‘triptych’).
DOC » TABLES
TABLES HELP DOC’S WITH DETAIL In documents, tables are an easy way to supplement your panels with more notes.
AVOID DUCKS DUCKS
Keep the visual narrative focused on as well. Probably avoid wasting time on color, ‘artistic’ details. It’s just a sketch.
Copyright 2014 Cowan Publishing
STORYBOARDING IN DOC’S Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec feugiat magna erat, eget mattis turpis bibendum in. Curabitur eget adipiscing dolor. Morbi cursus luctus rhoncus. Cras sagittis cursus libero sit amet ullamcorper. Phasellus vitae consequat enim. Vivamus in tortor sit amet nibh molestie tristique sed vel neque. Nunc sed dictum ligula. Quisque sollicitudin neque mauris, at vulputate odio fringilla ut. Pellentesque mattis at risus et volutpat. Nunc tristique adipiscing neque vel ornare. Donec a pretium metus, vitae adipiscing augue. Morbi ac suscipit tellus. Vestibulum gravida molestie est vel vehicula. Phasellus eleifend nisi cursus nunc facilisis egestas. Aliquam venenatis et libero commodo convallis. Donec accumsan elit non turpis pulvinar, id sodales purus blandit. Phasellus tristique fermentum nunc in feugiat. Maecenas eget varius est, id malesuada est. Fusce vitae nunc purus. Nam vehicula eros vitae sapien scelerisque auctor. Maecenas et justo ac libero dictum dapibus. Etiam volutpat erat eget ante ullamcorper placerat. Maecenas convallis massa aliquam ullamcorper posuere. Phasellus nulla est, rhoncus blandit dapibus sit amet, facilisis at orci. Nulla facilisi. Maecenas ultrices justo quis nibh sagittis tempor. Pellentesque id semper turpis.
Copyright 2014 Cowan Publishing
STORYBOARDING IRL: 6 TIPS 1 x TIME
FRAMEWORKS!
FOCUS YOUR NARRATIVES If you’re struggling to squeeze everything in, decompose the narrative into more boards.
FRAMEWORKS WILL HELP If you’re struggling to formulate, maybe back up to the frameworks we discussed.
3 == MAGIC
Warm up (at least) in series of three panels (a ‘triptych’).
DOC » TABLES
AVOID DUCKS DUCKS
Keep the visual narrative focused on as well. Probably avoid wasting time on color, ‘artistic’ details. It’s just a sketch.
3 IS A MAGIC NUMBER
PRES » BUILDS
TABLES HELP DOC’S WITH DETAIL In documents, tables are an easy way to supplement your panels with more notes.
BUILDS HELP PRESENTATIONS WITH PACE And will help your audience stay with you. Copyright 2014 Cowan Publishing
STORYBOARDTHAT.COM
Copyright 2014 Cowan Publishing
VENTURE DESIGN
1) ENERGIZING PERSONAS AND PROBLEM SCENARIOS 2) DEFINING CUSTOMER JOURNEYS 3) IMPROVING EPIC STORIES 4) APPLYING THE ‘HOOK’ FRAMEWORK
Hypothesize
Lean StartupStyle Assumptions Business Model Canvas
Learn
Experiment
User Stories & Test Cases
Product & Promotion
Foundation in Design Thinking
Copyright 2014 Cowan Publishing
FINI www.alexandercowan.com/storyboarding
www.alexandercowan.com/venture-design
www.alexandercowan.com/startup-sprints
@cowanSF
[email protected] Copyright 2014 Cowan Publishing
