Реклама. ООО «ЛитРес», ИНН: 7719571260.
THE USER’S JOURNEY
HOW TO USE THIS BOOK
Who Should Read This Book?
What’s in This Book?
What Comes with This Book?
FREQUENTLY ASKED QUESTIONS. Is this book about storytelling?
Why story?
Is everything a story?
Who is the hero of the stories you map: the business or the user?
Is storymapping some new process I have to learn?
How do I get started with storymapping?
What is the difference between storymapping and Agile user story mapping?
CONTENTS
FOREWORD
INTRODUCTION
What Would MacGyver Do?
Because Structure Is Key
CHAPTER 1
Making Things Go BOOM!
Why Story?
CHAPTER 2
Story Has a Structure
Exposition
Inciting Incident or Problem
Rising Action
Crisis
Climax or Resolution
Falling Action or Denouement
End
Building Products with Story
CHAPTER 3
What Is a Concept Story?
How Concept Stories Work
Exposition
Inciting Incident/Problem
Rising Action
Crisis
Climax/Resolution
Falling Action
End
Avoiding the Anticlimactic
Supporting the Story
Mapping a Concept Story
Finding the Concept Story at FitCounter
CHAPTER 4
What Is an Origin Story?
How Origin Stories Work
Exposition
Inciting Incident/Problem
Rising Action
Crisis
Climax/Resolution
Falling Action
End
Mapping an Origin Story
Case Study: Slack
Case Study: FitCounter’s Origin Story
Refocusing Our Vision
Testing Our New Vision
The Plan
The Cliffhanger
The Story
The Solution
The Results
CHAPTER 5
What Is a Usage Story?
How Usage Stories Work
Exposition
Inciting Incident/Problem
Rising Action
Crisis
Climax/Resolution
Falling Action
End
Case Study: Twitter
The Problem: Low Repeat Engagement
The Solution: First-Time Use as a Story
Exposition
Inciting Incident
Rising Action
Crisis
Climax/Resolution
Mini-Crisis
Falling Action: Add Character
End
Mapping the Usage Story
How Big Should Your Story Be?
Epic Journeys
Serials and Soap Operas
Micro-Stories: Core Tasks
Case Study: FitCounter
The Problem: Broken Funnel... and No Engagement
Data Tells a Story
The Plan
Getting to “Why”
The Story
The Results
CHAPTER 6
Listen
Use the Smile Test
Measure
Case Study: SmallLoans—a Cliffhanger
Innovate: What If?
Borrow: Stories as Proofs of Concept
1989…and 2001: An iPad Odyssey
2014: A Google Glass Odyssey
CHAPTER 7
Illustrate Your Story with Strategic Tools
Diagram
Storyboard
Strategic Storymapping
Write Your Story
Six-Word Stories
Scenarios
Use Cases and Agile User Stories
Act It Out
Improv and Role-Playing
Elevator Pitch
Putting It All Together
Build and Communicate
Test and Validate
CHAPTER 8
Stories Are Character-Driven
Characters Are Goal-Driven
Goals Can Change
Goals Are Measurable
Conflict Is Key
Math Is Fun
Choose Your Own Adventure
Make Things Go Boom!
INDEX. A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
R
S
T
U
V
W
ACKNOWLEDGMENTS
ABOUT THE AUTHOR
Footnotes. CHAPTER 2 How Story Works
CHAPTER 3 Concept Stories
CHAPTER 5 Usage Stories
CHAPTER 7 Using Your Story
STORYMAPPING PRODUCTS THAT PEOPLE LOVE
Donna Lichaw
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Case Study: SmallLoans—a Cliffhanger
Innovate: What If?
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