The presentation provides the background for "The Drama Game”.
Integrate your customers by casting them in a Quest story with your product dev team as one of the characters.
“The Drama Game” is a story telling game to create within all stakeholders - customer & project team - a shared understanding of crucial situations ("incidents") happened in a product development project. You should play the game during your project in retrospectives or as post-mortem analysis after.
1. www.plays-in-business.com
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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
5. www.plays-in-business.com
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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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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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UX / Customer Journey Maps
Roberta Tassi, – Creative Commons Attribution License – http://www.servicedesigntools.org/tools/8
UX / Customer Journey Maps
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 required
10 Tips for Creating a Customer Journey Map
Improving UX with Customer Journey Mapping
CX Journey Mapping Toolkit
21. www.plays-in-business.com
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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To connect Customer with Product
Faruk Ates – Creative Commons Attribution License – https://www.flickr.com/photos/kurafire/9211378484
…totally different.
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To connect Customer with Product
Faruk Ates – Creative Commons Attribution License – https://www.flickr.com/photos/kurafire/9211378484
…something to bound the Customer to His Product
emotionally
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To get the Customer on board
Faruk Ates – Creative Commons Attribution License – https://www.flickr.com/photos/kurafire/9211378484
…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
Faruk Ates – Creative Commons Attribution License – https://www.flickr.com/photos/kurafire/9211378484
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
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.
Ways to integrate the Customer into Product Development:
Product Design Workshops with Innovation Games
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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.
Ways to integrate the Customer into Product Development:
Product Design Workshops with Innovation Games
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Innovation Games
20/20 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.
Ways to integrate the Customer into Product Development:
Product Design Workshops with Innovation Games
33. www.plays-in-business.com
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
Josh Jensen – Creative Commons Attribution License – https://www.flickr.com/photos/jwjensen/3912747036
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”
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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 Quest
He 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
… 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
Patrice Ouellet – Creative Commons Attribution License – https://www.flickr.com/photos/patrice-photographiste/14162884595
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
Patrice Ouellet – Creative Commons Attribution License – https://www.flickr.com/photos/patrice-photographiste/14162884595
George explains Joe the Narrative Structure Step for Step…
1) Stay in the Familiar World
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
Patrice Ouellet – Creative Commons Attribution License – https://www.flickr.com/photos/patrice-photographiste/14162884595
1) Stay in the Familiar World
2) See The New World /
Adventures are Calling
See The New World –
Adventures are Calling
The Hero is shown the New World
An undisguised view of new
Possibilities
Adventures are Calling him
George explains Joe 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
1) Stay in the Familiar World
2) See The New World /
Adventures are Calling
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
George explains Joe 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
1) Stay in the Familiar World
2) See The New World /
Adventures are Calling
3) Denying the Call
4) Encountering
the Mentor
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
George explains Joe 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
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
George explains Joe the Narrative Structure Step for Step…
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
Patrice Ouellet – Creative Commons Attribution License – https://www.flickr.com/photos/patrice-photographiste/14162884595
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) 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
George explains Joe 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
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) Tests, Allies, and Enemies
7) Encroachment to Deepest Hell
Encroachment to Deepest Hell
Hero sees complete situation
crystal clear
Hero is facing his greatest
Antagonist
Hero identifies his greatest Enemy
George explains Joe 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
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
7) Encroachment to Deepest Hell
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
George explains Joe 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
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
7) Encroachment to Deepest Hell
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
George explains Joe 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
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
7) Encroachment to Deepest Hell
The Return
Hero returns in his Old World to
clean up, to gain the Maid
He returns with new Experiences
and Insights
George explains Joe the Narrative Structure Step for Step…
49. www.plays-in-business.com
Narrative Structure
Patrice Ouellet – Creative Commons Attribution License – https://www.flickr.com/photos/patrice-photographiste/14162884595
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
7) Encroachment to Deepest Hell
Renewal / Metamorphosis
Cleaning: all disturbing in the past
belongs to Past
New Values and Norms triumph
finally
George explains Joe the Narrative Structure Step for Step…
50. www.plays-in-business.com
Narrative Structure
Patrice Ouellet – Creative Commons Attribution License – https://www.flickr.com/photos/patrice-photographiste/14162884595
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
7) Encroachment to Deepest Hell
12) Return with The Elixir
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…
51. www.plays-in-business.com
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!”
52. www.plays-in-business.com
The Mentor
Josh Jensen – Creative Commons Attribution License – https://www.flickr.com/photos/jwjensen/3912747036
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!
53. www.plays-in-business.com
Hero’s Quest
Alice Popkorn – Creative Commons Attribution License – https://www.flickr.com/photos/alicepopkorn/3633986606
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
Alice Popkorn – Creative Commons Attribution License – https://www.flickr.com/photos/alicepopkorn/3633986606
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
56. www.plays-in-business.com
Hero’s Quest
Alice Popkorn – Creative Commons Attribution License – https://www.flickr.com/photos/alicepopkorn/3633986606
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
57. www.plays-in-business.com
Drama Game – Playing Material
Alice Popkorn – Creative Commons Attribution License – https://www.flickr.com/photos/alicepopkorn/3633986606
Play the Drama Game – http://bit.ly/TheDramaGame
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
58. www.plays-in-business.com
Drama Game – Playing Material
Alice Popkorn – Creative Commons Attribution License – https://www.flickr.com/photos/alicepopkorn/3633986606
Play the Drama Game – http://bit.ly/TheDramaGame
Playing Instructions
Templates for Quest Events Labels
Templates for Character Stickers
Templates to Write Stories (Story
Cards)
Templates for Game Board
59. www.plays-in-business.com
Drama Game – Playing Material
Alice Popkorn – Creative Commons Attribution License – https://www.flickr.com/photos/alicepopkorn/3633986606
Play the Drama Game – Playing Instructions
http://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.
60. www.plays-in-business.com
Playing Instructions
1. 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.
Alice Popkorn – Creative Commons Attribution License – https://www.flickr.com/photos/alicepopkorn/3633986606
Play the Drama Game – Playing Instructions
http://bit.ly/TheDramaGame
61. www.plays-in-business.com
Drama Game – Playing Material
Alice Popkorn – Creative Commons Attribution License – https://www.flickr.com/photos/alicepopkorn/3633986606
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 Material
http://bit.ly/TheDramaGame
62. www.plays-in-business.com
Quest Labels
Play the Drama Game – Names of Quest Marks
Print on pasteboard and cut out
1) Stay in the Familiar World
Incident: ……………………………
2) See The New World / Adventures are Calling
Incident: ……………………………
3) Denying the Call
Incident: ……………………………
4) Encountering the Mentor
Incident: ……………………………
5) Crossing the Border
Incident: ……………………………
6) Proves, Allies, and Enemies
Incident: ……………………………
8) Fight the Dragon
Incident: ……………………………
9) The Reward / Seizing the Sword
Incident: ……………………………
10) The Return
Incident: ……………………………
11) Renewal / Metamorphosis
Incident: ……………………………
7) Encroachment to Deepest Hell
Incident: ……………………………
12) Return with The Elixir
Incident: ……………………………
65. www.plays-in-business.com
1) Stay in The Old World
2) See The New World /
Adventures Call
3) Denying the Call
4) Encountering
the Mentor
5) Crossing the Border
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
6) Tests,
Allies, and
Enemies
PatriceOuellethttps://www.flickr.com/photos/patrice-photographiste/14162884595
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lean-management method for analysing the current state and designing a future state for the series of events that take a product or service from its beginning through to the customer.
Borrowed from Service Design – In a nutshell, service design involves providing or creating positive feelings for customers while they are using the designed service (product), with the focus on the interactions that take place in a variety of channels (which encompasses both the online and offline world).
Touchpoints?
Creating positive feelings for your customers all boils down to ensuring that their experience is great on all the places they see and interact with.
Places where the business and the customer are interacting with each other are often referred to as touchpoints.
For example, when we consider the touchpoints of a computer technology corporation, some of their touchpoints might be: call center, showroom,
Website, newspaper, TV, radio, email, contact web form, help desk/support, phone, live chat, comments section of blog posts.
A customer journey map is a framework that enables you to improve your customer experience. It documents the customer experience through their perspective, helping you best understand how customers are interacting with you now and helps you identify areas for improvement moving forward. Great customer journey maps are rooted in data-driven research, and visually represent the different phases your customers experience based on a variety of dimensions such as sentiment, goals, touch points, and more. – Creative Commons Attribution License – http://bigdoor.com/blog/2013/11/01/a-quick-guide-to-customer-journey-mapping/
– Creative Commons Attribution License – http://www.servicedesigntools.org/tools/8
Building a customer journey implies the observation of the user experience and the representation of that experience through its touchpoints.The example shown here is a rough sketch used for the construction of a customer journey map (in this case the map is referred to a simplified train ride). The starting point is the identification of the touchpoints as the elements of the service interface that establish the relation between the user and the organization. The touchpoints can be physical, virtual or human. The user experience is obtained by connecting the different touchpoints in a sequence.
The gamified customer journey mapping is a way to easily describe a possible scenario or map the experience throughout an existing service.A blank journey worksheet and a set of cards representing the touchpoints are needed to set the ground for the activity. According to the specific context and purpose of the session, various game modalities and rules can be then created. A typical process for this kind of activity can start by asking the participants to choose a persona (or create a persona from scratch), define a goal for this persona, pick up the touchpoints that allow reaching this goal and describe the experience flow across the different touchpoints.The cards provide a visual support that facilitate understanding and assembling the sequence of activities and touchpoints that characterize the service experience.
This specific example comes from a project about transportation. A high level of complexity emerged due to the fact that the transportation customers are often ‘shared customers’ of a range of multiple operators -that are needed to let people move from A to B-. The map tries to embrace this complexity by representing the different touchpoints in relation with the different types of stakeholders (public bodies, transport operators, local and regional authorities).At the end, once the journey has been mapped, the game-boards can be used to highlight the gaps, pain points and opportunities of the experience, both from the perspective of the user and the provider.
The tool is available on a prezi template to copy and try online: – Creative Commons Attribution License – http://prezi.com/1qu6lq4qucsm/customer-journey-mapping-game-transport/