21. Goal Met
Who
Goal
Value & Competitive advantage
Problem
Product Name
Market Category
Takeaway
Competition
22.
23. CommunicateCommunicate
The best way to communicate
Works like magic
3-in-1
Smartphones Suck
iPhone
Smartphone
Want
Don’t want
Usability
iPod
Phone
24. CONCEPT STORIES
Who a product is for
Why someone would use it
What a product is
How it’s better than the competition
ORIGIN STORIES
25. CONCEPT STORIES
Who a product is for
Why someone would use it
What a product is
How it’s better than the competition
ORIGIN STORIES
}
Target market
Problem space
Product definition
Value proposition/Competitive advantage
28. Goal met
Who
Goal
Why they should care
problem solved
Problem
Trigger
Painpoint
Discover product
Action
Word of mouth
Paid advertising
Google search
App store
Other channels/touchpoints
Acquisition
Activation
Conversion
Awareness
Measureable
Homepage
Landing page
App store
Email
Ad
}
Resistance
29.
30. Collect & Share
Collect images
Share images
Visual collecting & sharing!
It’s a pain
Discover Pinterest
Sign up
Homepage
Landing page
App store
Email
Ad
Eh
31.
32. CONCEPT STORIES
ORIGIN STORIES
Who a product is for
Why someone would want to use it
How they will discover the product
What value/affordances someone should see
What action(s) they should take
33. CONCEPT STORIES
ORIGIN STORIES
Who a product is for
Why someone would want to use it
How they will discover the product
What value/affordances someone should see
What action(s) they should take
}
Target market
Problem space
Acquisition funnels, Mktg, SEO
Requirements, Copy, Assets
CTA(s)
37. Goal Met
Who
Goal
Solve Problem
Experience Value
Problem
Incentive
CTA
Flow Finish
Flow
Impediment
Sign up
Payment
Funnel drop-off (metrics)
Mental hurdles
Boredom
Lack of value
Usability
48. Hours 1 2 3 4 5 6 ∞
Days
Months
Years
LONG-TERM ENGAGEMENT
49. EXERCISE
Goal Met
Who / Goal
Value & Competitive advantage
Problem
Product Name
Market Category
Takeaway
Competition
GREATNORTHELECTRIC.COM
} Concept Story
50. EXERCISE } Usage Story
Goal MetWho
Goal
Solve Problem
Experience Value
Problem
Incentive
CTA
Flow Finish
Flow
Impediment
Sign up
Payment
Funnel drop-off (metrics)
Mental hurdles
Boredom
Lack of value
Usability