My favorite framework for thinking about the customer lifecycle is “AIDA” (attention, interest, desire, action). I also like to add an “OR” (onboarding, retention) since these are so important to many of the products I deal with today. Fun fact: this framework is ancient by the standards of today’s business press- it was introduced by marketers in the 19th century (yes, the 1800’s).
AIDA(OR) is one of my favorite storyboarding topics simply because lots of product teams I meet with haven’t thought through the whole acquisition process in vivid, actionable, testable terms. You should absolutely add more panels if you feel you have more detail for them but here’s a simple 6-panel reference for an AIDA(OR) storyboard: Continue reading
Meet Alex Cowan, entrepreneur (5x), intrapreneur (1x), author, and instructor at General Assembly. He’s also the author of ‘Starting a Tech Business’. When he’s not teaching at GA, he’s often found advising companies and posting instructional materials for innovators and instructions on alexandercowan.com. This is the second post in Alex’s series on Storyboarding. Click here to read his introductory post.
Outstanding products are the accumulation of many thoughtful details. Particularly in more mature categories, consistently thoughtful execution is probably more important than grand inspiration.
Agile’s primary input, user stories, have always been a great way to get that consistency. Sadly, they’re not a silver bullet and their impact is often marginalized because of weak stories. Quality stories that really represent users should thread back to personas & problem scenarios, meaning that you have a vivid depiction of who this user is and what underlying need the story’s addressing. Without this, the user stories may end up as a specification for something thought up ‘inside the building’ as opposed to out in the market. Furthermore, the story will end up in out there in the real world without a clear trail back to why you thought it was a good idea and a ready criteria for whether or not it’s delivering the outcome you intended.
Meet Alex Cowan, entrepreneur (5x), intrapreneur (1x), author, and instructor at General Assembly. He’s also the author of ‘Starting a Tech Business’. When he’s not teaching at GA, he’s often found advising companies and posting instructional materials for innovators and instructions on alexandercowan.com. In this first entry of his series on storyboarding posts, Alex lays out the basics and explains how storyboarding can help anyone, in any career path.
Communicating is hard and arguing is worse. And we’re probably much less effective communicators than we think — possibly as much as 20x less effective. In 1990 a Stanford researcher performed a study where on one party (“tapper”) tapped out a simple song a a counterparty (“listener”) tried to interpret the song. The tapper thought their listener had recognized the song 50% of the time where they’d actually only got it 2.5% of the time (this from the book ‘Made to Stick’). Unlike rhythmic tapping, storyboards inherently make us better communicators.