conserve code: storyboard experiences with customers first

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Conserve Code Storyboard Experiences with Customers First Joseph O’Sullivan Rachel Evans Design Strategist Principal Research Scientist Intuit #ConserveCode

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Presentation from SXSW Interactive Session -- Conserve Code: Storyboard Experiences with Customers First. The session was a hands-on workshop where attendees learned how to express ideas in a story that will elicit valuable feedback from customers.Changes to the user experience can be costly if you are already in the development cycle. Storyboarding your ideas early allows for scrappy experimentation on what’s really important to your customer. At Intuit, a variety of storyboarding methods allows us to test ideas with customers before spending time developing code – the result is a history of millions of satisfied customers. In this hands-on session, you’ll practice expressing your ideas with storyboards to elicit valuable feedback from your most valued customers. We’ll share our experience iterating on ideas with lightning speed to uncover what works, what doesn’t, and what will truly delights customers (hint: it’s usually not your first idea). Come ready to get your hands dirty. Full description:Changes to the user experience can be costly if you are already in the development cycle. Storyboarding your ideas early allows for scrappy experimentation on what’s really important to your customer. At Intuit, a variety of storyboarding methods allows us to test ideas with customers before spending time developing code – the result is a history of millions of satisfied customers. In this hands-on session, you’ll practice expressing your ideas with storyboards to elicit valuable feedback from your most valued customers. We’ll share our experience iterating on ideas with lightning speed to uncover what works, what doesn’t, and what will truly delights customers (hint: it’s usually not your first idea). Come ready to get your hands dirty. Presenters:Joseph O'Sullivan Lead, Design InnovationIntuitRachel Evans Principle Research Scientist, Chief Innovation CatalystIntuitAdditional details:#ConserveCodehttp://schedule.sxsw.com/events/event_IAP7349

TRANSCRIPT

Page 1: 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

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DESIGN THINKING

๏ Deep Customer Empathy

๏ Go Broad to Go Narrow

๏ Rapid Experimentation with Customers

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DESIGN THINKING

๏ Deep Customer Empathy

๏ Go Broad to Go Narrow

๏ Rapid Experimentation with Customers

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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.

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HELLS ANGELS

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DISNEY

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FASTFOWARD

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Sara  Wiliams    going-­‐global.com

Expanded In!uenceService Design Agile McCloud

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Intuit

Web ApplicationMobile Application

Customer CareHuman Resources

Community Support

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CASE STUDY: SNAP TAX

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CASE STUDY: SNAP TAX

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CASE STUDY: SNAP TAX

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CASE STUDY: SNAP TAX

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CASE STUDY: SNAP TAX

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Wrong Problem

CASE STUDY: SNAP TAX

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Wrong Problem

Wrong Bene!t

CASE STUDY: SNAP TAX

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What Precisely is the Bene!t?

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It’s a Mirror

Pity Begets Honesty

Narcissus Antidote3

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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

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Pity Begets Honesty

Customers tend to react to rough sketches more honestly than with !nished click throughs. 2

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Narcissus Antidote

We’ve never seen anyone fall in love with their storyboard and not change it. Unlike... 3

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STORYBOARD STRUCTURE

Problem Solution

Bene!t

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STORYBOARD STRUCTURE

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STORYBOARD STRUCTURE

Problem

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STORYBOARD STRUCTURE

Problem Solution

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STORYBOARD STRUCTURE

Problem Solution

Bene!t

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STORYBOARD STRUCTURE

Problem

WHAT CAN YOU LEARN

Do you understand the problem?

Is it an important problem?

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STORYBOARD STRUCTURE

WHAT CAN YOU LEARN

Does your solution solve the problem completely?

Solution

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STORYBOARD STRUCTURE

WHAT CAN YOU LEARN

What is good about your idea from the customer’s perspective?

Will it delight them?

Bene!t

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STORYBOARD STRUCTURE

Problem Solution

Bene!t

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YOUR TURN

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CREATE A STORYBOARD

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STORYBOARD DEVELOPMENT

Script Visuals Learnings

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STRUCTURE THE SCRIPT

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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

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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

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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

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???????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????????

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

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STRUCTURE THE SCRIPT

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! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !

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

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STRUCTURE THE SCRIPT

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“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

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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

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LET’S DRAW

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BUT, I CAN’T DRAW

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1min

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Phone

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Phone + Head

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PHONE + HEAD + FACE

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PHONE + HEAD + FACE + BODY

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PHONE + HEAD + FACE + BODY+ UI

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DRAW5min

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SHARE YOUR STORY4min

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Thanks