Drama Babe – Open your Customer’s Drama Stage

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Mickey Thurman – Creative Commons Attribution License – http://www.flickr.com/photos/hokyumgrl/3249057879/

Michael Tarnowski

Boom, Belgium, 13. June 2014

Drama Babe!Open Up your Customer’s Drama Stage

The Presentation

Presented at #WisP14

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Preamble

– Creative Commons Attribution License – http://www.toonpool.com/cartoons/king%20queen%20nicer%20frog_50198

… says the Customer to the Product

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Preamble


… “How do I get as Provider this Customer Quote?”

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Preamble


… The Answer is simple…

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Jeffrey Beall – Creative Commons Attribution License – http://www.flickr.com/photos/denverjeffrey/5636579214/

“Drama Babe! – Open your Customer’s Drama Stage”

Tell your Product Development as Drama Story

Make your Customer to a Character – if possible to the Hero – of the Story

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Once upon a Time

Tara Hunt – Creative Commons Attribution License – http://ow.ly/xLvvl

Once upon a Time…

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Something totally different

Faruk Ates – Creative Commons Attribution License – https://www.flickr.com/photos/kurafire/9211378484

There was a Product Manager Joe…

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Desperately Fighting Customer Attention

Koen Cobbaert – Creative Commons Attribution License – https://www.flickr.com/photos/koencobbaert/3993556784

…desperately fighting for Customer’s Attention

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Painfully Struggling for Customer Relationship

hojusaram – Creative Commons Attribution License – https://www.flickr.com/photos/hojusaram/2527256358

…painfully struggling for Customer Relationship

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Intensely Striving for Product Vision

…intensely striving for Product Vision

Cedric_Ramirez – Creative Commons Attribution License – https://www.flickr.com/photos/44736910@N03/5564432886

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The Idea

Dennis Wilkinson – Creative Commons Attribution License – http://ow.ly/xLwM6

Suddenly Joe strokes a brilliant idea

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Tell your Story

Wade M – Creative Commons Attribution License – https://www.flickr.com/photos/wadem/2901137499

Joe will tell the Story of his “Personal Journey”of his Product and of his Customers

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Journey as a Metaphor

Alice Popkorn – Creative Commons Attribution License – https://www.flickr.com/photos/alicepopkorn/3377110664

The Story of Joe’s “Journey” with Joe’s Product and Customers

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Ancient Storylines

Jay Park – Creative Commons Attribution License – https://www.flickr.com/photos/jayparkphotography/12675780663

Ancient Storylines and Journey Maps come across Joe’s mind

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Ancient Storylines

Jay Park – Creative Commons Attribution License – https://www.flickr.com/photos/jayparkphotography/12675780663

Joe knows these Maps from Product Design and Lean

Value Stream Maps

Process Maps

Product Flow Maps

Consumption Maps

UX / Customer Journey Maps

Journey Maps

Empathy Maps

…

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Value Stream Maps

Value Stream Map

– Creative Commons Attribution License – http://www.conceptdraw.com/solution-park/business-value-stream-mapping

Visualize for a manufacturing plant the material and information flow required to deliver a product / service to customers.

Analyse and identify the process improvement opportunities that are available (“Theory of Constraints”)

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Process Maps

Process Map

Pete Abilla – Creative Commons Attribution License – http://www.shmula.com/process-cycle-efficiency-pce/330/

Process Cycle Efficiency:

Maps the process

Identifies the Value-added steps, non-value added steps, and the non-value added but necessary steps

Overall cycle time: 182 + 678 = 860 sec.Process Cycle Efficiency: 182/860 = .21, or 21%

Only 21% of the process above is considered value-added to the customer.

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Pete Abilla – Creative Commons Attribution License – http://www.lean.org/Common/LexiconTerm.aspx?termid=332

Product Flow Maps

A diagram of the path taken by a product as it travels through the steps along a Value Stream

Viewing data to visualize possible flows through systems

Flows appear like noodles, hence the coining of this term

Product Flow Maps

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Consumption Maps

Pete Abilla – Creative Commons Attribution License – http://www.shmula.com/lean-consumption-a-summary/2808/

Shows resource consumptions (in a Lean environment)Consumption Maps

Steps necessary to register a car or motorized vehicle

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Roberta Tassi, – Creative Commons Attribution License – http://www.servicedesigntools.org/tools/8


Illustrates customers’ processes, needs, and perceptions throughout their relationships with a company, or service(s)

Nails down customer / user personas

Creates customer stages

Identifies Customers’ goals

Identifies touch-points

Leverages data and time frames when possible

Lists what teams are involves and how much effort is required10 Tips for Creating a Customer Journey MapImproving UX with Customer Journey MappingCX Journey Mapping Toolkit

http://www.cmo.com/articles/2012/10/30/customer-journey-mapping-10-tips-for-beginners.html

http://sixrevisions.com/user-experience-ux/customer-journey-maps/

http://designingcx.com/cx-journey-mapping-toolkit/

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Business901.com – Creative Commons Attribution License – http://business901.com/value-stream-mapping/mapping-personas/

Views perspective of stakeholders

Identifies how to improve what stakeholders see, hear, think, gain, and are challenged by

Empathy Maps

Empathy Maps

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Something totally different


But Joe is looking for something different, something…

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To connect Customer with Product


…totally different.

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To connect Customer with Product


…something to bound the Customer to His Product emotionally

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To get the Customer on board


…something to get the Customer on board right from the beginning

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Joe starts his Journey

92YTribeca – Creative Commons Attribution License – https://www.flickr.com/photos/92ytribeca/4700494462/in/faves-58564123@N05/

Joe takes his Decision

Joe accepts to leave his Comfort-Zone

Joe decides to start his own “Quest – Journey”

Joe wants to get his Customer as Active Do-ers on board

And Joe decides to tell his Product Development as Joined Story together with his Customer

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To get the Customer on board


Product Design – Innovation Games: “Buy Me a Feature”, “Hot Tube”, “Worst Nightmare” – LEGO Serious Plays

Product Requirements Gathering Workshops – Innovation Games: “Prune the Product Tree” – LEGO Serious Plays

Product Release Planning – Customer is continuously involved in all time schedules, resource allocations, and other prioritisations.

Product Retrospectives – Customer is continuously part of all Feedback rounds during Release Rollouts

Joe thinks about how to integrate his Customer into Product Development best

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Innovation Games

Ways to integrate the Customer into Product Development: Product Design Workshops with Innovation Games

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Innovation Games

Me and My Shadow: discover hidden needs by carefully observing what customers actually do with your products.

Buy a Feature: customers work together to purchase their most desired features.

Product Box: customers work individually or in small teams to create and sell their ideal product.

Give Them a Hot Tub: customers provide feedback on outrageous features to establish what is truly essential.


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Innovation Games

Spider Web: participants work individually or in small teams to create vivid pictures of how your products and services fit into their world.

Remember the Future: understand your customers’ definition of success by seeing how they shape their future. (This game is related with Future Perfect from Agile Coaching)

Start Your Day: participants collaboratively describe when, how, and where they use your product(s). Participants describe their daily, weekly, monthly, and yearly events related to their use of a product.

Show and Tell: customers describe the most important artifacts produced by your system to you and other customers.

The Apprentice: an engineer or product developer uses the product as an end-user.


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Innovation Games20/20 Vision: customers negotiate the relative importance of such things as product features, market requirements, and product benefits.

Prune the Product Tree: customers work in small teams to shape the evolution of your products and services.

Speed Boat: customers identify their biggest pain points with your products and services.

My Worst Nightmare: Discover hidden and/or unconsidered worst-case scenarios to develop better understanding and planning.Participants imagine and draw a caricature of their “worst nightmare” related to the product or service that you’re researching.


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LEGO Serious Play

Ways to integrate the Customer into Product Development: Product Design Workshops with LEGO Serious Play

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Joe meets new People

Gueorgui Tcherednitchenko – Creative Commons Attribution License – https://www.flickr.com/photos/spacelion/432296604

Joe meets on his Quest with embedding his Customer new People – him well-disposed and others…

Enemies show Joe Resistance and opposition to his New Endeavour

Antagonists mirror Joe’s Darkest Side and force him to the Final Fight

New Friends and Companions support Joe

Mentors, facilitates, and guide Joe

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The Mentor

Josh Jensen – Creative Commons Attribution License – https://www.flickr.com/photos/jwjensen/3912747036

Luckily, Joe’s best Friend – George – is a well-known Actor

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The Mentor


And Joe can gain George as his Mentor

George teaches Joe the basics about Story Telling:

Stories are like Myths, Legends, Fairy Tales and Theatre Plays

Stories have a common "Dramatic Structure"

Stories follow a “Dramatic Bow”

Stories have certain sets of Characters – “Personas”

http://en.wikipedia.org/wiki/Dramatic_structure

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Narrative Structure

Patrice Ouellet – Creative Commons Attribution License – https://www.flickr.com/photos/patrice-photographiste/14162884595

George teaches Joe the Dramatic Arc of a Hero Quest

Resolution

Journey

Mentor & New Companions

Challenges & Adventures

The Hero is suddenly forced to leave his acquainted Setting he lived in (“Old World”) – Something he is missing

To find the missing link The Hero goes on a Journey – The QuestHe stands Challenges, Adventures, meets his Mentor and new Friends He gains Honour, Wealth and the Virgin

The Hero Changes the “old world” with his new Experiences and Values

Hero

Setting

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Narrative Structure

Patrice Ouellet – Creative Commons Attribution License – https://www.flickr.com/photos/patrice-photographiste/14162884595 | Jens Otto Lange, Thomas Stegmann

… and George teaches Joe the Similarity to Service Design

Resolution

Journey

Mentor & New Companions

Challenges & Adventures

Find it

Get it

Use it

Feel it

Hero

Setting

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Narrative Structure


1) Stay in the Familiar World

2) See The New World / Adventures are Calling

3) Denying the Call

4) Encountering the Mentor

5) Crossing the Border

6) Proves, Allies, and Enemies

8) Fight the Dragon

9) The Reward / Seizing the Sword

10) The Return

11) Renewal / Metamorphosis

12) Return with The Elixir

7) Encroachment to Deepest Hell

George explains Joe the Narrative Structure Step for Step…

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Narrative Structure




Stay in the Familiar World

The world the Hero lives in is for him acquainted and familiar

However he miss’ something

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Narrative Structure




See The New World – Adventures are Calling

The Hero is shown the New World

An undisguised view of new Possibilities

Adventures are Calling him


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Narrative Structure




3) Denying the Call

Denying the Call

The Hero hesitates, he frightens to start the Journey

He doesn’t want to leave his Comfort-Zone

His “Internal Guards” back him off


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Narrative Structure




3) Denying the Call


Encountering the Mentor

The Mentor’s knowledge supports the Hero’s development

The Mentor demands and facilitates the Hero

The Mentor knows both, the Old World and the New World as well

The Mentor serves as mediator between both


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Narrative Structure




3) Denying the Call




Crossing the Border

The Hero takes courage

He takes first steps to cross the border to the New World

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Narrative Structure




3) Denying the Call



6) Tests, Allies, and Enemies

Proves, Allies, and Enemies

The Worlds turn to “Good” or “Evil”

Hero has to realise who is Friend who is Enemy

Hero experiments with his role

Hero learns New World’s New Rules


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Narrative Structure




3) Denying the Call





Encroachment to Deepest Hell

Hero sees complete situation crystal clear

Hero is facing his greatest Antagonist

Hero identifies his greatest Enemy


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Narrative Structure




3) Denying the Call




8) Fight the Dragon


Fight the Dragon

Turn point and greatest Change of the Story

It’s a life-or-death struggle – All or Nothing

Hero is faced his own most Demonic Shadow, his most darkest Side


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Narrative Structure




3) Denying the Call




8) Fight the Dragon



The Reward / Seizing the Sword

Celebrate and Cheer after the battle and struggle boisterously

Hero feels his own Confidence

Hero recognises what he wants to do in the future


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Narrative Structure




3) Denying the Call




8) Fight the Dragon


10) The Return


The Return

Hero returns in his Old World to clean up, to gain the Maid

He returns with new Experiences and Insights


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Narrative Structure




3) Denying the Call




8) Fight the Dragon


10) The Return



Renewal / Metamorphosis

Cleaning: all disturbing in the past belongs to Past

New Values and Norms triumph finally


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Narrative Structure




3) Denying the Call




8) Fight the Dragon


10) The Return




Return with The Elixir

Hero integrates Experiences and Insights into daily live

He masters new daily challenges

George explains the Narrative Structure Step for Step…

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Narrative Structure

Patrice Ouellet – Creative Commons Attribution License – https://www.flickr.com/photos/patrice-photographiste/14162884595 Adam St.John Lawrence, Markus Hormess, Work•Play•Experience, Services Design boom-yeah-Yeah-Boom

George explains the “James Bond Method” of Service Design

Boom!

yeah!

Yeah!

Boom!Tell your Story like a James Bond Movie

Start with an impressive intro scene: Boom!

Arrange the following highlights in ascending order of power to build the

interest: yeah Yeah

End your story with a gigantic BOOM!

Possible Alternatives

“Boom! yeah, Yeah, BOOM!! Smile!”

“Boom! yeah, Yeah, BOOM!! Ahhh!”

https://www.flickr.com/photos/patrice-photographiste/14162884595

https://www.flickr.com/photos/patrice-photographiste/14162884595

http://workplayexperience.blogspot.de/2006/12/boom-wow-wow-wow-boom.html

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The Mentor


And George explains Joe how Stories share Emotions. By Characters, Props, Light

Each Story shares Emotions by:

Characters – the Hero, the Mentor, Friends and Supporters, the Enemies and Opponents

Lights, Props, and Music – both create empathy through paraphrasical response

Integrate all of them – if possible!

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Hero’s Quest


Joe casts with George’s Help the Personas for his Story

The Hero. For his Journey the Hero leaves his acquainted World. He survives Adventures, fights with Dragons, finds new Friends, and rescues the Virgin.

The Mentor. The Mentor teaches, facilitates, and guides the Hero during the Quest.

Companions & Enemies. During the Quest the Hero differentiates between New Companions and Enemies.

The Dragon. The Hero has to stand several challenges and Fights – the next more dangerous than the previous. The Dragon is the metaphor for the Final Fight, a life-or-death Struggle – All or Nothing.

The Virgin. The Virgin, or The Princess, is the Happiness and Luck the Hero could achieve.

The Treasure. The Treasure is the metaphor for all Experiences, Learnings, Values and Norms the Hero meets at his Quest.

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Hero’s Quest


The Hero’s Parents. The Hero’s Parents are a metaphor for all what the “Old World” represents: old Values, and old Norms. The Old World holds the Hero back, and shows Resistance to the New – the Change.

The Virgin’s Parents. The Virgin’s Parents are a metaphor for all what the “New World” represents: new Values, and new Norms. And the New World has Resistance as well – they want to keep and hide their Values.

Virgin’s Governance. The Governance is the “Internal Guard” of The Virgin. She keeps the Values and Norms of The New World up and holds The Virgin back to love The Hero too early.

The Jester / Hero’s Buddy. The Hero’s oldest pal, they know each other since the flask. The Jester takes nothing serious, he replies everything with a joke, he is open minded, and he pushes The Hero to go for the New again and again.

Joe casts with George’s Help the Personas for his Story

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Jeffrey Beall – Creative Commons Attribution License – http://www.flickr.com/photos/denverjeffrey/5636579214/

The Stage is Yours – Tell Us Your Story!!

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Hero’s Quest


Play the Drama Game – http://bit.ly/TheDramaGame

Play The Drama Game with your whole Team, all people and stakeholders involved: Product Designers, Architects, Developers, and most important Customer representatives

Play it at different times or milestones in your Product Development Life Cycle, e.g. in Retrospectives

Create a shared understanding of major events and incidents in your project

Publish the Stories, e.g. as a serialised novel in newsletters; you can even perform a Theater Play for marketing events

http://bit.ly/TheDramaGame


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Drama Game – Playing Material



Objectives

• Players – customers, dev team, architects, and QA, etc. – identify crucial events and incidents during product development.

• Players reflect their behaviour (personal feelings, thoughts, consequences, actions, and sayings) in these events and incidents (Personal Stories).Players reflect in the team switching of roles and value changes during the project.

• Unveiling hidden impediments.• Players create and communicate a common, sharable story, representing the

interpretations of all participants.

The goal of the game is to create a shared understanding of crucial situations ("incidents") happened in the product development life cycle.Play the game in retrospectives during your project or as post-mortem analysis after the project.

You can play it with unlimited many participants. As large-group game build teams by their responsibility: group of developers, group of customers, etc.

Duration 2h to 1 work day depending on # players and granularity of details



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Playing Instructions

Templates for Quest Events Labels

Templates for Character Stickers

Templates to Write Stories (Story Cards)

Templates for Game Board



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Play the Drama Game – Playing Instructionshttp://bit.ly/TheDramaGame

You can play the game in two ways:

1. For a realistic correspondence to your real-world project pin a thick cord (2-3m) with pins / needles windingly on the wall / floor.Make the distances between pins corresponding to real-life time intervals of your project. Stick quest name tags to each.

2. If you do not want to play with needles and pins, use the Game board.




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Playing Instructions1. Sketch the Story: ...through a short retrospective select crucial real-life situations ("incidents")

happened in your actual product development:

• discuss with players the proper mapping of each incident to the symbolic quest marks (you can map multiple incidents to marks #6-#7);

• write the incident as headline (summary) on the associated name tag;• each player or team of players chooses a coloured twine.

2. Write the Drama Stories: ...for each mark of quest:

• describe from your point of view only for each incident, what you personally had observed, felt, thought, said, and heard in this situation; use the empathy map on the story card for collecting and clustering information;

• in case you play with teams, each team member writes her own story; create then a joined story;

3. Cast your Drama Stories: ...for all stories at a certain quest mark:

• discuss in the team which role character (including the "Treasure”) fits the story description best;• pin/paste the associated role stickers to the story card and beneath the quest mark in question;• each author team connects her role stickers of the current quest mark with one of the previous

quest mark by her coloured twine;Note: role assignments may switch since players switch their perspectives and motivations;

• update a record which characters enters the first time the “scene” incessantly.

4. Write the Common Story: ...combine all individual stories to a common, sharable Story.

5. Debrief: ...reflect in the team switching of roles and values changes during the project.

6. Publish: ...with the material collected write the Common Story. The Common Story should reflect all personas and their interpretation. Share the Common Story.


Play the Drama Game – Playing Instructionshttp://bit.ly/TheDramaGame




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Material

1 Game board

1 Rope (2-3 m)

12 Needles or pins

12 Name tags for the Quest

26 Character / Role stickers

13 Coloured twines

Play the Drama Game – Playing Materialhttp://bit.ly/TheDramaGame




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Quest Labels

Play the Drama Game – Names of Quest MarksPrint on pasteboard and cut out


Incident: ……………………………


Incident: ……………………………

3) Denying the Call

Incident: ……………………………


Incident: ……………………………


Incident: ……………………………


Incident: ……………………………

8) Fight the Dragon

Incident: ……………………………


Incident: ……………………………

10) The Return

Incident: ……………………………


Incident: ……………………………


Incident: ……………………………


Incident: ……………………………

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Character / Role Stickers

Play the Drama Game – Character / Role StickersPrint 2 copies on pasteboard and cut out

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1) Stay in The Old World

2) See The New World / Adventures Call

3) Denying the Call



8) Fight the Dragon


10) The Return





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Plays-In-Business.comFritz-Kalle-Str. 4 • D-65187 WiesbadenFon: +49-172-6915261 • Fax: + +49-3212-1312401 [email protected] • www.plays-in-business.com

Improvement is like playing – be enthusiastic and have funSoftware Process Improvement Consulting: ISO 15504, (SPiCe, AutomotiveSPiCE, CMMI (DEV, ACQ, SVR), ITIL, CobIT, Prince2Agile Coaching / Scrum CSM, Innovation & Product Management

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Trained Innovation Games Facilitator Trained LEGO Serious Play Facilitator Management 3.0 certified Facilitator Certifed Scrum Master, Agile Coaching ISO 15504/Automotive SPiCE Assessor Requirements Engineering & Management

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