Learn how to tell a visual story about your product. A story that connects to your audience on an emotional level. You'll see how you can use the popular Heroes Journey storytelling format to tell engaging stories about your users.

1. Storyboarding
Y O U R U S E R ’ S J O U R N E Y

2. But first.. a little test
We’ll see how you
can tell a visual story
about your product

3. Which service is this?

4. A business model
canvas
And this one?

5. Yes, they’re both
But you probably guessed the first one faster.
Much faster.

6. That’s
because we
are visual
creatures that
love stories

7. of our brain is
directly or
indirectly devoted
to processing
visual info
50%

8. It even processes
images
times faster than
it does text.
60,000times

9. It started a long
long time ago.
Before we had words
to describe the
world, we drew it.
2 0 0 . 0 0 0 B C

10. It took us 100.000
years more to
develop language.
Which are
essentially labels for
existing concepts.
1 0 0 . 0 0 0 B C

11. .. and we’ve only
been able to write
down words for
5.000 years.
Yet another
abstraction layer to
refer to real world
concepts.
3 . 0 0 0 B C

12. A babies’ progress
is very similar.
From the first days
babies understand
the world with their
eyes. Only later do
they add layers of
complexity in the
form of words and
writing.

13. The logic-driven business world can use
a lot more visuals and storytelling too.

14. Take this example
Airbnb tells their customer journeys in
highly visual stories.

15. The storyboard was a galvanizing event
in the company. We all now know what
“frames” of the customer experience
we are working to better serve.
Nate Blecgarczyk, Co-founder Airbnb
“

16. Let’s look at how you can create a
storyboard that compliments your
logical business story.
Logic + Emotion
Business model canvas Storyboard

17. We’ll take cues
from this book
Get the book

18. A Q U I C K E X A M P L E
Storyboard for care home product
Prisma

19. Meet Malika
& François.
Malika is a 25-year
old caregiver,
François a 75-year
old resident.

20. It’s François first week in
the care home.
He used to be an
authoritarian school teacher.
He likes to be in charge.
Now, more and more, he’s
having a hard time finding
the right words, which
frustrates him.

21. Malika diligently
checks off her
practical todo’s.
She makes sure
that François is
taken care of
professionally.

22. Malika is pressed for
time.
She needs to help many
residents in a short
amount of time.
She struggles to build
an emotional bond.

23. Prisma brings the
stories of a resident to
the care givers.
The service helps
caregivers see who the
people are that they
take care of.

24. Prisma brings the
stories of a resident to
the care givers.

25. There have been
solutions for years.
Life story books, that are
dense and inaccessible.
Medical software, that
doesn’t have personal
info.

26. Prisma is different.
It makes it easy to get
to know the residents
quickly.
And it fits within the
work schedule of staff.
No extra effort required.

27. It helps Malika feel a
connection with residents.
It helps her to make François
feel good.

28. And in the end she feels
more appreciated and
effective.
Malika is happier doing
her job.

29. This story follows the popular
Hollywood storytelling format.
The hero’s journey

30. Exposition
Inciting incident
Rising action
Crisis
Falling action
End
Climax
A condensed version of
the hero’s
journey

31. Looks familiar?

32. Users of your
products can be
heroes too
Let’s apply the structure

33. Current state
Problem
Your product
Competition
Takeaway
Goals met
Value proposition
Competitive advantage

34. Exposition
Current state
Identify the main character
or user. Who is she? What
does she want? What does
she need to do?

35. Inciting incident
Problem
What is her problem or pain
point? Why can’t she reach
her goal?

36. Rising action
Product
What is the name of your
product? What type is it?

37. Crisis
Competition
Are there similar products or
services? What mental
hurdles might keep her from
adopting your solution?

38. Climax
Value proposition
How is the problem solved and
how are the hurdles overcome?
How is your product better
than the competition?

39. Falling action
Takeaway
What does your character think
and feel after learning about the
product?

40. End
Goals met
What happens when the user
meets her goals?

41. Current state
I want to do what is
required of me well.
Problem
I’m pressed for time.
It’s hard to get to know the
residents.
It’s hard to build an
emotional bond.
Competition
Life books are dense and
inaccessible.
Medical software doesn’t
have personal info.
Value proposition
Easy to get to know the
residents quickly.
Fits within work schedule.
No extra effort.
Takeaway
I feel a connection with
residents.
I can make them feel good.
Goals met
I feel appreciated and effective.
I’m happy doing my job.
Product
Prisma is an app that
brings the stories of
residents to care givers
Here’s the
care home
product
again

42. Current state
I love my iPhone and
my mobile phone
I want to listen to
music and make
phone calls on the go
Problem
It sucks to carry two
devices
Oh, and smartphones
suck
Goals met
I can communicate, listen
to music, and make
phone calls on the go
Takeaway
I want an iPhone
Product
iPhone
A smartphone
Value proposition
The best way to communicate
Better than 2-in-1
Internet at fingertips
Works like magic
Competition
iPod
Mobile phones
Smartphones
Cost
Usability
the first
iPhone
Or a familiar product:

43. Your turn
Write your users’ journey
Current state
Problem
Your product
Competition
Value
proposition
Takeaway
Goals met

44. Let’s get
visual
Don’t be afraid.
You could draw as a child.
You still can.

45. Yes
you
can!
I’m serious

46. It are just simple icons
Draw them to practice.

47. And basic people
A head, body, eyes, a nose and a mouth. Easy.

48. .. with emotions
You don’t need to be a Pixar artist to draw this.

49. Get this visual dictionary
Want to practice
drawing?

50. Current state Problem
Competition
Value proposition
Takeaway
Goals met
Product
Start with
problem & the
value proposition

51. Here’s how we use
the storyboard
Initially it’s hand-
drawn on simple
index cards. They’re
ideal for initial
meetings about the
product idea..

52. Later, the
storyboard can
serve as the
introduction of the
pitch deck.

53. It also hangs in the
office to keep us
reminded of the key
story we’re telling.

54. Give it a try, and see how you can
tell an easy to understand and
emotional story about your
product.
That’s it

55. Frederik Vincx
Presentation by
I’d love to see your storyboards
@fritsbits