Storyboarding Workshop

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
PRODUCT IDEA: ENABLE QUIZ
PRODUCT IDEA: WEDOTHAT
PRODUCT IDEA: MY LETTER, MY STORY
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.
ABOUT THIS SESSION
STORYBOARDING: ORIGINS
copyright Fred Moore & Disney Pictures
ALEX COWAN
AlexanderCowan.com
@cowanSF
STORYBOARDING EXAMPLE
Personas
STORYBOARDING EXAMPLE
Personas
VENTURE DESIGN
Scale?
Who?
What?
What if?
Tell me?
How?
/
Pivot?
PERSONAS
PROBLEM
VALUE
CUSTOMER
USER
PRODUCT &
SCENARIOS &
PROPOSITIONS DISCOVERY & STORIES &
PROMOTION
ALTERNATIVES & ASSUMPTIONS EXPERIMENTS PROTOTYPES
VENTURE DESIGN
1) ENERGIZING PERSONAS AND
PROBLEM SCENARIOS
Scale?
Who?
What?
What if?
Tell me?
How?
/
Pivot?
PERSONAS
PROBLEM
VALUE
CUSTOMER
USER
PRODUCT &
SCENARIOS &
PROMOTION
VENTURE DESIGN
2) DEFINING
CUSTOMER JOURNEYS
Scale?
Who?
What?
What if?
Tell me?
How?
/
Pivot?
PERSONAS
PROBLEM
VALUE
CUSTOMER
USER
PRODUCT &
SCENARIOS &
PROMOTION
VENTURE DESIGN
3) IMPROVING (EPIC)
AGILE USER STORIES
Scale?
Who?
What?
What if?
Tell me?
How?
/
Pivot?
PERSONAS
PROBLEM
VALUE
CUSTOMER
USER
PRODUCT &
SCENARIOS &
PROMOTION
VENTURE DESIGN
4) APPLYING THE
HOOK FRAMEWORK
Scale?
Who?
What?
What if?
Tell me?
How?
/
Pivot?
PERSONAS
PROBLEM
VALUE
CUSTOMER
USER
PRODUCT &
SCENARIOS &
PROMOTION
DESIGN THINKING
Empathy
Creativity
DESIGN THINKING- APPLICATIONS
ALEX COWAN
AlexanderCowan.com
@cowanSF
Empathy
Entry
Urinate as they go
Edges preferred
Speedy
PB > cheese
ALEX COWAN
AlexanderCowan.com
@cowanSF

Check & Repair
UV Validation
Relevant Placement
A Better Mouse Trap
Powered by Better Bait
Creativity
ALEX COWAN
AlexanderCowan.com
@cowanSF
DESIGN THINKING- PERSONAS
Personas
Problem Scenarios
Alternatives
Your Value Propositions
Foundation in
Design Thinking
ALEX COWAN
AlexanderCowan.com
@cowanSF
ALEX COWAN
AlexanderCowan.com
@cowanSF
ALEX COWAN
AlexanderCowan.com
@cowanSF
DESIGN THINKING- NEEDFINDING
PROBLEM SCENARIO
ALEX COWAN
AlexanderCowan.com
@cowanSF
PROBLEM SCENARIO
What job(s) are you doing for the

customer?
What existing need or behavior
are you fulfilling?
ALEX COWAN
AlexanderCowan.com
@cowanSF
PROBLEM SCENARIO
ALTERNATIVE(S)
X
?
ALEX COWAN
AlexanderCowan.com
@cowanSF
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
PROBLEM SCENARIO
ALTERNATIVE(S)
YOUR VALUE PROPOSITIONS
X
?
!
ALEX COWAN
AlexanderCowan.com
@cowanSF
YOUR PRODUCT HYPOTHESIS

A certain PERSONA exists
and they have a certain
PROBLEMS(S)
where theyre currently using

certain ALTERNATIVE(S)
and I have a VALUE

PROPOSITION thats better
enough than the alternatives to
cause the persona to act
(purchase, use, etc.).
ALEX COWAN
AlexanderCowan.com
@cowanSF
ENABLE QUIZ: PROBLEM SCENARIOS

PERSONA
Helen the HR Manager
Frank the Functional Manager
PROBLEM
SCENARIO
Its hard for me to screen on

technical skill sets and I end up
sending Frank unqualified
recruits.
I have limited time and I dont

want to be a jerk. Its 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
Franks workload on recruiting.
Less time doing interviews, and

better hires sooner.
?
!
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 Eyals Hook Framework

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
interview
too many (mutually) bad
outcomes
SKETCHING YOUR NARRATIVE- BEFORE SCENARIO

TRIGGER
ACTION
Helen sources
candidates.
Frank interviews
candidates.
REWARD
screen
interview
too many (mutually) bad
outcomes
STORYBOARDING THE BEFORE SCENARIO

BEFORE
SKETCHING YOUR NARRATIVE- AFTER SCENARIO

TRIGGER
ACTION
Helen & Frank create a
quiz for the position.
Helen sources
candidates.

Frank interviews
candidates.
REWARD
fewer candidates to
screen; simpler, better
screening
fewer candidates to
interview
better
Copyrightoutcomes
2014 Cowan Publishing
SKETCHING YOUR NARRATIVE- AFTER SCENARIO

TRIGGER
ACTION
Helen & Frank create a
quiz for the position.
Helen sources
candidates.

Frank interviews
candidates.
REWARD
fewer candidates to
screen; simpler, better
screening
fewer candidates to
interview
better
Copyrightoutcomes
STORYBOARDING A PROBLEM SCENARIO

BEFORE
AFTER
ANATOMY OF THE STORYBOARDING SQUARES
1 Panel
Optional notes
here to
supplement
your storyboard
}
}
Storyboard
Area
Notes
Area
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)
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) Whats cool about the value prop.?
As
Audience
- Focus on the process; avoid editorial
- Ask a lot of questions
- Think about it like an investor
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?
Attention
I nterest
D esire
A ction
Onboarding
R etention
What is it that
engages them with
your proposition?
How will you
connect?
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?
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?
Attention
I nterest
D esire
A ction
Onboarding
R etention
How do they
become a regular,
habitual user? How
will you know if
thats happening?
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?
STORYBOARDING AIDA(OR)
Thinks: I care about evaluating tech hires but Im
busy- Ill take a quick look if I can.
Sees: A post on social media from a peer she
regards well.
Feels: Theres a twinkling in the distance but Im still
firmly rooted in my to-do list in the present.
Does: Calls or emails her peer to hear about her
experience.
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.
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.
Thinks: I need Franks buy-in: theyre his candidates

and hell 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.
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 shes just
learning.
Does: Creates a draft and then
goes to Frank with questions that
she makes as specificCopyright
as 2014
possible.
Cowan Publishing
Thinks: This was a win- its 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.
EXERCISE: AIDA STORYBOARD (10 MIN)
Using the
squares, create
a 6-panel
AIDA(OR)
storyboard
(10 min)
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)
EXERCISE: PEER PRESENTATION (5 MIN/EACH)
As
Presenter
AIDA
1) Whos the persona?
2) Whats the journey?
As
Audience
- Focus on the process; avoid editorial
- Ask a lot of questions
- Think about it like an investor
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
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 Im
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.
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.
STORYBOARDING AN AGILE EPIC STORY
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?
Independent
Negotiable
Valuable
Estimable
Small
Testable
Stories are not specs.

This is an input for you to
arrive at an optimal
implementation with the
developer, not a
functional requirement.
Independent
Negotiable
Valuable
Estimable
Small
Testable
What problem scenario

does this address?
How have you
validated your value
proposition for it?
Independent
Negotiable
Valuable
Estimable
Small
Testable
How hard is this vs.

the teams
experience? Is it
discrete enough?
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.
Independent
Negotiable
Valuable
Estimable
Small
Testable
How will you know if

its working in a way
where you can
validate its value?
EXERCISE: AGILE EPIC
As a [persona],
I want to [do something]
so that I can [derive a benefit]
Draft an epic story (4 min)

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
THE HOOK FRAMEWORK
nirandfar.com
THE HOOK FRAMEWORK

THE TRIGGER
Internal or external stimulus leading to
ACTION.
(internal)
(external)
nirandfar.com
THE HOOK FRAMEWORK

THE ACTION
The smallest possible act leading to a
REWARD.
nirandfar.com
THE HOOK FRAMEWORK

THE VARIABLE REWARD
The unpredictable but tangible gratification
from the ACTION.
nirandfar.com
THE HOOK FRAMEWORK

THE INVESTMENT
Actions that increase involvement,
preference and load the next TRIGGER.
nirandfar.com
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
STORYBOARDING IRL: 6 TIPS

1 x TIME
FRAMEWORKS!
FOCUS YOUR
NARRATIVES
If youre struggling to squeeze
everything in, decompose the
narrative into more boards.
FRAMEWORKS
WILL HELP
If youre 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 DOCS

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. Its just a
sketch.
STORYBOARDING IN DOCS
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.
STORYBOARDING IRL: 6 TIPS

1 x TIME
FRAMEWORKS!
FOCUS YOUR
NARRATIVES
If youre struggling to squeeze
everything in, decompose the
narrative into more boards.
FRAMEWORKS
WILL HELP
If youre 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. Its just a
sketch.
3 IS A MAGIC
NUMBER
PRES BUILDS
TABLES HELP DOCS

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.
STORYBOARDTHAT.COM
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
FINI
www.alexandercowan.com/storyboarding
www.alexandercowan.com/venture-design
www.alexandercowan.com/startup-sprints
@cowanSF
acowan@alexandercowan.com

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copyright Fred Moore & Disney Pictures

PRODUCT IDEA: ENABLE QUIZ

Copyright 2014 Cowan Publishing

PRODUCT IDEA: WEDOTHAT

Copyright 2014 Cowan Publishing

PRODUCT IDEA: MY LETTER, MY STORY

Copyright 2014 Cowan Publishing

PREP! CREATION A POSITIONING STATEMENT

ABOUT THIS SESSION

Copyright 2014 Cowan Publishing

copyright Fred Moore & Disney Pictures

DESIGN THINKING- APPLICATIONS

DESIGN THINKING- APPLICATIONS

DESIGN THINKING- APPLICATIONS

A Better Mouse Trap

Powered by Better Bait

DESIGN THINKING- PERSONAS

Copyright 2014 Cowan Publishing

DESIGN THINKING- PERSONAS

DESIGN THINKING- PERSONAS

DESIGN THINKING- PERSONAS

DESIGN THINKING- NEEDFINDING

DESIGN THINKING- NEEDFINDING

What job(s) are you doing for the

DESIGN THINKING- NEEDFINDING

DESIGN THINKING- NEEDFINDING

If they currently use spreadsheets, watch

DESIGN THINKING- NEEDFINDING

YOUR VALUE PROPOSITIONS

YOUR PRODUCT HYPOTHESIS

where theyre currently using

and I have a VALUE

ENABLE QUIZ: PROBLEM SCENARIOS

Helen the HR Manager

Frank the Functional Manager

Its hard for me to screen on

I have limited time and I dont

- A few probing questions

New ability for meaningful

Less time doing interviews, and

Copyright 2014 Cowan Publishing

SKETCHING YOUR NARRATIVE

source: adapted from Nir Eyals Hook Framework

SKETCHING YOUR NARRATIVE- BEFORE SCENARIO

SKETCHING YOUR NARRATIVE- BEFORE SCENARIO

STORYBOARDING THE BEFORE SCENARIO

Copyright 2014 Cowan Publishing

SKETCHING YOUR NARRATIVE- AFTER SCENARIO

source: adapted from Nir Eyals Hook Framework

Helen screens candidates

SKETCHING YOUR NARRATIVE- AFTER SCENARIO

source: adapted from Nir Eyals Hook Framework

Helen screens candidates

STORYBOARDING A PROBLEM SCENARIO

Copyright 2014 Cowan Publishing

ANATOMY OF THE STORYBOARDING SQUARES

Copyright 2014 Cowan Publishing

EXERCISE: BEFORE AND AFTER BOARDS

EXERCISE: PEER PRESENTATION (5 MIN/EACH)

Copyright 2014 Cowan Publishing

How do they first

Copyright 2014 Cowan Publishing

Copyright 2014 Cowan Publishing