We define, among other things, what matters to them (needs), what they want to accomplish (goals), what may worry them (concerns), and any obstacles (barriers and risks) in the experience. However, we often forget to apply these same principles and tools to the people we work with and, more importantly, the people we report to and present our work to. Whether it’s a client or an internal stakeholder, the higher up the food chain you go, the more time-poor the person in question is and the more critical it will be to understand what really matters to them.
What is the downside as a product designer if you don’t apply the storytelling techniques
