STORY MAPPING METHOD: HOW TO DELIVER COMPLEX PROJECTS IN TERMS
QIWI is a provider of financial and payment services in Russia and the CIS. The company serves 47 million customers and regularly launches new products. The head of the QIWI design team, Julia Urasova, shared the case of launching a complex product in a short time using story mapping.
A year ago, I worked on the Conscience Installment Card team. It makes it possible to shop and pay in restaurants with interest-free installments from month to year.
Before the New Year holidays, the marketing department “inspired” us with a new task: to launch a game for users from scratch in three weeks. And we succeeded. True, not in three weeks, but in five. And yet, given the amount of work done, it was a success.
A new entertainment product was launched as part of the Winter Conscience Games promotion. Each week, participants completed assignments, made purchases, and accumulated kilometers. For purchases worth more than $ 1.5 accrued one kilometer. The game took place in nine stages.
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For each of them relied reward – cashback. The main prize – 1 million rubles. – played randomly among those who scored more than 7,000 kilometers.
To speed up the launch time, we used the Story Mapping technique: we described the user’s path and stories in steps that would help him get through.
How story mapping works
At the launch stage of any digital product, three things are determined: timelines, resources and content. When you can’t reduce the time and increase the resources for the project, you have to work on the content.
The general concept of the product “Winter Games for Conscience” was united around the question: “What will our user do?”.
And all the actions were divided into simple stages, at which the user should:
Find out that a new game has appeared, and want to participate in it.
Recognize the benefits of participation.
Want to complete all the tasks.
Win and get a prize.
Having decided on the tasks, we staged a brainstorm. Everyone participated in the discussion: front-end and back-end developers, marketers, product manager. Considered any ideas, even the most unrealistic.
The collection of ideas following the briefing looked like this:
How to tell the user about the game?
– use SMS and push notifications, email newsletters
– place product information on the main page of the site
– make banner
– write a promotional text for call center employees
How to make the user understand the benefits?
– create a landing
– show the user the current participants in the game
– run the rating of participants of the week
– show gifts on the site
How to get the user to study the tasks?
– develop a list of tasks
– show tasks on the site
– detail conditions
To understand which ideas really have time to put into practice, and which are not, I had to decompose the tasks into stages:
How to simplify the launch of a complex product. 0
Then we compared different ideas and determined what the team managed to complete by deadline:
The green color on the Story Map marked what is easiest to implement.
Orange – what to do in a short time is more difficult.
Lilac – the next tasks in terms of complexity.
Blue – the most time-consuming aspects.
Steps that could not be implemented in a short time had to be skipped.
Next, we chose two or three points of each difficulty level. To get a complete product, tasks of each level had to get into development. Otherwise, creating the user path would not work.
The final picture looked more realistic.
We implemented it:
How to simplify the launch of a complex product. 1
What you need for successful story mapping
Gather a team and sketch as many ideas as possible. Write down all offers, do not criticize ideas – you still have time to cut off the excess.
Rate every idea.
Choose the best and add to the story map (Story Map).
Storeimapping gives you the opportunity to create a new experience for the user. The method is suitable for teams that complete a task for the first time. It helps to engage all participants in the discussion, rally the team and launch the product in a short time.