Download - Storyboarding Workshop
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Storyboarding
Workshop
copyright Fred Moore & Disney Pictures
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PRODUCT IDEAS?
ALEX COWAN
AlexanderCowan.com
@cowanSF
Do you have aproduct idea you
can use?
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PRODUCT IDEA: ENABLE QUIZ
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PRODUCT IDEA: WEDOTHAT
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PRODUCT IDEA: MY LETTER, MY STORY
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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].
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].
EXAMPLE
4 MIN.
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ABOUT THIS SESSION
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STORYBOARDING: ORIGINS
copyright Fred Moore & Disney Pictures
ALEX COWAN
AlexanderCowan.com
@cowanSF
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Personas
STORYBOARDING EXAMPLE
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Personas
STORYBOARDING EXAMPLE
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VENTURE DESIGN
X
PROBLEMSCENARIOS &ALTERNATIVES
What?
PRODUCT &PROMOTION
/
CUSTOMERDISCOVERY &EXPERIMENTS
Tell me?
PERSONAS
Who?
USERSTORIES &PROTOTYPES
How?
Scale?
Pivot?
VALUEPROPOSITIONS& ASSUMPTIONS
What if?
!
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VENTURE DESIGN
X
PROBLEMSCENARIOS &ALTERNATIVES
What?
PRODUCT &PROMOTION
/
CUSTOMERDISCOVERY &EXPERIMENTS
Tell me?
PERSONAS
Who?
USERSTORIES &PROTOTYPES
How?
Scale?
Pivot?
VALUEPROPOSITIONS& ASSUMPTIONS
What if?
!
1) ENERGIZING PERSONAS AND
PROBLEM SCENARIOS
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VENTURE DESIGN
X
PROBLEMSCENARIOS &ALTERNATIVES
What?
PRODUCT &PROMOTION
/
CUSTOMERDISCOVERY &EXPERIMENTS
Tell me?
PERSONAS
Who?
USERSTORIES &PROTOTYPES
How?
Scale?
Pivot?
VALUEPROPOSITIONS& ASSUMPTIONS
What if?
!
2) DEFINING
CUSTOMER JOURNEYS
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VENTURE DESIGN
X
PROBLEMSCENARIOS &ALTERNATIVES
What?
PRODUCT &PROMOTION
/
CUSTOMERDISCOVERY &EXPERIMENTS
Tell me?
PERSONAS
Who?
USERSTORIES &PROTOTYPES
How?
Scale?
Pivot?
VALUEPROPOSITIONS& ASSUMPTIONS
What if?
!
3) IMPROVING (EPIC)
AGILE USER STORIES
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VENTURE DESIGN
X
PROBLEMSCENARIOS &ALTERNATIVES
What?
PRODUCT &PROMOTION
/
CUSTOMERDISCOVERY &EXPERIMENTS
Tell me?
PERSONAS
Who?
USERSTORIES &PROTOTYPES
How?
Scale?
Pivot?
VALUEPROPOSITIONS& ASSUMPTIONS
What if?
!
4) APPLYING THE
HOOK FRAMEWORK
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Empathy Creativity
DESIGN THINKING
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ALEX COWAN
AlexanderCowan.com
@cowanSF
DESIGN THINKING- APPLICATIONS
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Entry1
Urinate as they go2
Edges preferred3
Speedy4
PB > cheese5
Empathy
DESIGN THINKING- APPLICATIONS
ALEX COWAN
AlexanderCowan.com
@cowanSF
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DESIGN THINKING- PERSONAS
Personas Problem ScenariosAlternatives
Your Value Propositions
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DESIGN THINKING- PERSONAS
ALEX COWAN
AlexanderCowan.com
@cowanSF
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DESIGN THINKING- PERSONAS
ALEX COWAN
AlexanderCowan.com
@cowanSF
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DESIGN THINKING- NEEDFINDING
ALEX COWAN
AlexanderCowan.com
@cowanSF
PROBLEM SCENARIO X
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DESIGN THINKING- NEEDFINDING
ALEX COWAN
AlexanderCowan.com
@cowanSF
PROBLEM SCENARIO XWhat job(s) are you doing for the
customer?
What existing need or behavior
are you fulfilling?
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DESIGN THINKING- NEEDFINDING
ALEX COWAN
AlexanderCowan.com
@cowanSF
ALTERNATIVE(S) ?
PROBLEM SCENARIO X
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DESIGN THINKING- NEEDFINDING
ALEX COWAN
AlexanderCowan.com
@cowanSF
ALTERNATIVE(S) ?
PROBLEM SCENARIO 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.
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DESIGN THINKING- NEEDFINDING
ALEX COWAN
AlexanderCowan.com
@cowanSF
YOUR VALUE PROPOSITIONS !
ALTERNATIVE(S) ?
PROBLEM SCENARIO X
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YOUR PRODUCT HYPOTHESIS
ALEX COWAN
AlexanderCowan.com
@cowanSF
X and they have a certainPROBLEMS S
? where theyre currently using
certain ALTERNATIVE(S)
! and I have a VALUE
PROPOSITIONthats betterenough than the alternatives to
cause the persona to act
(purchase, use, etc.).
A certain PERSONAexists
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ENABLE QUIZ: PROBLEM SCENARIOS
X
Helen the HR Manager
Its hard for me to screen ontechnical skill sets and I end up
sending Frank unqualifiedrecruits.
Frank the Functional Manager
I have limited time and I dontwant to be a jerk. Its hard to
screen for all the relevanttechnical skill sets.
PERSONA
PROBLEM
SCENARIO
- Call references
- Take their word for it
- A few probing questions
- Take their word for it?ALTERNATIVE(S)
!VALUEPROPOSITIONSNew ability for meaningfulscreening of technicalcandidates, increasing % ofsuccessful hires and loweringFranks workload on recruiting.
Less time doing interviews, andbetter hires sooner.
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SKETCHING YOUR NARRATIVE
How does the problem
scenario initiate?How is the alternative
executed?
How is the persona
gratified?
source: adapted from Nir Eyals Hook Framework
REWARDACTIONTRIGGER
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SKETCHING YOUR NARRATIVE- BEFORE SCENARIO
The company creates a
new, open position to fill.Frank writes a job
description.
Helen sources
candidates.Helen screens candidates
and sends them to Frank.
Frank interviews
candidates.
Frank & Helen decide &the candidate starts.
a lot of candidates to
screen
source: adapted from Nir Eyals Hook Framework
REWARDACTIONTRIGGER
a lot of candidates to
interview
too many (mutually) badoutcomes
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SKETCHING YOUR NARRATIVE- BEFORE SCENARIO
The company creates a
new, open position to fill.Frank writes a job
description.
Helen sources
candidates.Helen screens candidates
and sends them to Frank.
Frank interviews
candidates.
Frank & Helen decide &the candidate starts.
a lot of candidates to
screen
source: adapted from Nir Eyals Hook Framework
REWARDACTIONTRIGGER
a lot of candidates to
interview
too many (mutually) badoutcomes
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BEFORE
STORYBOARDING THE BEFORE SCENARIO
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SKETCHING YOUR NARRATIVE- AFTER SCENARIO
The company creates a
new, open position to fill.Frank writes a job
description.
Helen & Frank create a
quiz for the position.Helen sources
candidates.
Helen screens candidates
and sends them to Frank.
Frank interviewscandidates.
Frank & Helen decide &
the candidate starts.
fewer candidates to
screen; simpler, better
screening
source: adapted from Nir Eyals Hook Framework
REWARDACTIONTRIGGER
fewer candidates tointerview
better
outcomes
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STORYBOARDING A PROBLEM SCENARIO
AFTER
BEFORE
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ANATOMY OF THE STORYBOARDING SQUARES
}}
1 Panel
Storyboard
Area
Notes
Area
Optionalnotes
here to
supplementyour storyboard
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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 ValueProposition)
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As
Presenter
As
AudienceBEFORE & AFTER1) Who is/are the persona(s)? What dothey care about?2) Why the alternative?3) Whats cool about the value prop.?
- Focus on the process; avoid editorial- Ask a lot of questions- Think about it like an investor
EXERCISE: PEER PRESENTATION (5 MIN/EACH)
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AI
DA
OR
ttentionnterest
esirection
nboardingetention
How do they first
find out that you,
your proposition
exist?
How do you break
through the noise
floor?
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AI
DA
OR
ttentionnterest
esirection
nboardingetention
What is it that
engages them with
your proposition?How will you
connect?
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AI
DA
OR
ttentionnterest
esirection
nboardingetention
Are you connectingwith an important
problem scenario?
Is your VP better
enough than thealternative?
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AI
DA
OR
ttentionnterest
esirection
nboardingetention
What is absolute
minimum set of
actions required by
the customer to
have you deliver on
their problem?
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AI
DA
OR
ttentionnterest
esirection
nboardingetention
How do they
become a regular,habitual user? How
will you know if
thats happening?
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AI
DA
OR
ttentionnterest
esirection
nboardingetention
How do youdeepen their
involvement?
Investment? How
do you get themtalking about it?
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STORYBOARDING AIDA(OR)
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STORYBOARDING AIDA(OR)
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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 stillfirmly rooted in my to-do list in the present.
Does: Calls or emails her peer to hear about her
experience.
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STORYBOARDING AIDA(OR)
Thinks: This sounds interesting-
can I make it work here (at my
company).
Sees: A clear proposition and
narrative on next steps towards asuccessful 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.
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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.
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STORYBOARDING AIDA(OR)
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 open position.
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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 shes just
learning.Does: Creates a draft and then
goes to Frank with questions that
she makes as specific as possible.
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STORYBOARDING AIDA(OR)
Thinks: This was a win- its part of ourroutine and it works great.
Sees: That her screening process and
hiring outcomes are measurably
improved.
Feels: I love this thing- everyone shoulduse it.
Does: Shares about her win on social
media and is willing to try new things.
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Using the
squares, create
a 6-panelAIDA(OR)
storyboard
(10 min)
EXERCISE: AIDA STORYBOARD (10 MIN)
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Pick 2 or more
panels and
detail Think-See-Feel-Do
(5 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.
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As
Presenter
As
AudienceAIDA1) Whos the persona?2) Whats the journey?
- Focus on the process; avoid editorial- Ask a lot of questions- Think about it like an investor
EXERCISE: PEER PRESENTATION (5 MIN/EACH)
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DraftingStories
PERSONAS
STORIES
Epic Stories
Stories
Test Cases
As a [persona],
I want to [do something]so that I can [derive a benefit]
ALEX COWAN
AlexanderCowan.com
@cowanSF
AGILE USER STORIES
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AGILE USER STORIES
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 Imsubscribed 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 technicaltopics to my quizzes.
D) As an HR manager, I want to create a custom quiz banks so I can add custom questions thefunctional 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.
EPIC STORYAs the HR manager, I want to create a screening quiz so that I can understand whether I want tosend possible recruits to the functional manager.
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AGILE USER STORIESEPIC STORYAs the HR manager, I want to create a screening quiz so that I can understand whether I want tosend possible recruits to the functional manager.
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STORYBOARDING AN AGILE EPIC STORY
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INVEST IN AGILE STORIES
Independent
NegotiableValuableEstimable
SmallTestable
Could this be
implemented on a
stand-alone basis or
does it presupposeother content?
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INVEST IN AGILE STORIES
Independent
NegotiableValuableEstimable
SmallTestable
Stories are notspecs.
This is an input for you toarrive at an optimal
implementation with the
developer, not a
functional requirement.
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INVEST IN AGILE STORIES
Independent
NegotiableValuableEstimable
SmallTestable
What problem scenario
does this address?
How have you
validated your value
proposition for it?
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INVEST IN AGILE STORIES
Independent
NegotiableValuableEstimable
SmallTestable
How hard is this vs.
the teams
experience? Is it
discrete enough?
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INVEST IN AGILE STORIES
Independent
NegotiableValuableEstimable
SmallTestable
A big part of what makesagile (and lean) work is the
use of small batches with
measurable results. Make
sure your stories are broken
down to workable sizes.
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INVEST IN AGILE STORIES
Independent
NegotiableValuableEstimable
SmallTestable
How will you know if
its working in a waywhere you can
validate its value?
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EXERCISE: AGILE EPIC
Draft an epic story (4 min)
As a [persona],
I want to [do something]so that I can [derive a benefit]
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EXERCISE: AGILE EPIC
As the HR
manager, I want
to create a
screening quiz so
that I canunderstand
whether I want to
send recruits to
the functional
manager.
10 min.
3-6 panels
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THE HOOK FRAMEWORK
nirandfar.com
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THE HOOK FRAMEWORK
nirandfar.com
THE TRIGGER
Internal or external stimulus leading to
ACTION.
(external)(internal)
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THE HOOK FRAMEWORK
nirandfar.com
THE ACTION
The smallest possible act leading to a
REWARD.
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THE HOOK FRAMEWORK
nirandfar.com
THE VARIABLE REWARD
The unpredictable but tangible gratification
from the ACTION.
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THE HOOK FRAMEWORK
nirandfar.com
THE INVESTMENT
Actions that increase involvement,preference and load the next TRIGGER.
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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?
3) REWARD
How is the user
gratified by their
action?
4) INVESTMENT
How does the
user accumulate a
preference?10 min.
1 panel per item
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AVOID DUCKSKeep the visual narrativefocused on as well. Probably
avoid wasting time on color,
artistic details. Its just a
sketch.
DUCKS
FRAMEWORKSWILL HELPIf youre struggling to
formulate, maybe back up to
the frameworks we
discussed.
FRAMEWORKS!
FOCUS YOUR
NARRATIVESIf youre struggling to squeezeeverything in, decompose thenarrative into more boards.
1 x TIME
3 IS A MAGIC
NUMBERWarm up (at least) in series of
three panels (a triptych).
3 == MAGIC
TABLES HELP DOCSWITH DETAILIn documents, tables are an easy
way to supplement your panels
with more notes.
DOC TABLES
STORYBOARDING IRL: 6 TIPS
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Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec
feugiat magna erat, eget mattis turpis bibendum in. Curabitur egetadipiscing dolor. Morbi cursus luctus rhoncus. Cras sagittis cursuslibero 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, atvulputate 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. Vestibulumgravida molestie est vel vehicula. Phasellus eleifend nisi cursusnunc facilisis egestas.
Aliquam venenatis et libero commodo convallis. Donec accumsanelit non turpis pulvinar, id sodales purus blandit. Phasellustristique fermentum nunc in feugiat. Maecenas eget varius est, idmalesuada est. Fusce vitae nunc purus. Nam vehicula eros vitae
sapien scelerisque auctor. Maecenas et justo ac libero dictumdapibus. Etiam volutpat erat eget ante ullamcorper placerat.Maecenas convallis massa aliquam ullamcorper posuere. Phasellusnulla est, rhoncus blandit dapibus sit amet, facilisis at orci. Nulla
facilisi. Maecenas ultrices justo quis nibh sagittis tempor.Pellentesque id semper turpis.
STORYBOARDING IN DOCS
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AVOID DUCKSKeep the visual narrativefocused on as well. Probably
avoid wasting time on color,
artistic details. Its just a
sketch.
DUCKS
FRAMEWORKSWILL HELPIf youre struggling to
formulate, maybe back up to
the frameworks we
discussed.
FRAMEWORKS!
FOCUS YOUR
NARRATIVESIf youre struggling to squeezeeverything in, decompose thenarrative into more boards.
1 x TIME
3 IS A MAGIC
NUMBERWarm up (at least) in series of
three panels (a triptych).
3 == MAGIC
BUILDS HELPPRESENTATIONS
WITH PACEAnd will help your audience
stay with you.
PRES BUILDS
TABLES HELP DOCSWITH DETAILIn documents, tables are an easy
way to supplement your panels
with more notes.
DOC TABLES
STORYBOARDING IRL: 6 TIPS
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STORYBOARDTHAT.COM
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VENTURE DESIGN
1) ENERGIZINGPERSONAS ANDPROBLEM
SCENARIOS
2) DEFININGCUSTOMERJOURNEYS
3) IMPROVING EPIC
STORIES
4) APPLYING THEHOOK FRAMEWORK
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@cowanSF
www.alexandercowan.com/venture-design
www.alexandercowan.com/storyboarding
www.alexandercowan.com/startup-sprints
FINI