Who, What, and Why: The best way to Write a Consumer Tale

Product managers are anticipated to domesticate and care for relationships with a lot of other people all the way through the improvement procedure. Essentially the most intimate of those, alternatively, will probably be with the product consumer. You will have to know them inside of out: who they’re, their personal tastes, and their wishes. One solution to broaden and care for this courting is through writing consumer tales.

Identical to manifestoes and imaginative and prescient paperwork, consumer tales are an integral a part of product building. Excellent consumer tales are the important thing to forcing environment friendly making plans and supply, group engagement, and buyer pleasure. Obscure consumer tales incessantly point out that the group will combat to finish duties additional down the road—one thing I’ve witnessed incessantly in my function as a product supervisor.

My involvement in a hit startups—and a few that experience failed—has proven me firsthand the significance of taking the time to craft high quality consumer tales. This information will mean you can and your group grasp each and every component and write high quality consumer tales time and time once more.

What Is a Consumer Tale?

A consumer tale is a small increment of the product represented with regards to the price it’s going to be offering to the tip consumer. A gaggle of consumer tales creates an epic, and a unmarried product can contain a couple of epics. A consumer tale can also be damaged down additional into duties that extra as it should be mirror the paintings and description how the tale will probably be finished. Consumer tales usually make use of the system Consumer – Capability – Get advantages, which can also be implemented successfully to maximum industries and companies.

A large circle filled with small circles, each filled with smaller circles, representing the relationship between tasks, user stories, and epics.

Normally, the product supervisor is liable for writing consumer tales, however every so often this will likely fall to the product proprietor, Scrum grasp, or engineering supervisor. Preferably, each consumer tale will probably be reviewed through the individual, or other people, who will adopt the paintings.

What Are the Advantages of a Excellent Consumer Tale?

A just right consumer tale has a number of advantages for the group and product:

  • Defining the “who” and writing from the consumer’s viewpoint guarantees that center of attention is maintained at the buyer, relatively than on what the group needs or prefers.
  • Defining the “what” clarifies the standards for the individual finishing the duty, referred to as the doer. The rest that’s no longer within the tale can also be regarded as out of scope.
  • Defining the “why” motivates the doer through serving to them perceive the have an effect on the deliverable can have at the consumer’s existence.
  • Defining consumer worth can lend a hand establish a less-beneficial characteristic prior to paintings on it starts—and sources are probably wasted.

What Does a Excellent Consumer Tale Glance Like?

If, as an example, you might be development a space on your buyer, one in all your tales can be about growing the enclosing partitions. A foul consumer tale would possibly say “I would like partitions”—figuring out the “what” however not anything extra. A greater one can be: “As a house owner, I would like my space to have enclosing partitions to stay out the weather, and so the roof doesn’t fall on my head.” I imagine, even though, that if a consumer tale is really pleasurable its function, it will have to obviously and concisely solution all the following questions:

  • Who’s the consumer?
  • What does the consumer need? Why does the consumer need this?
  • How will have to the engineering group interpret this tale?
  • Does this tale rely on every other tale being finished previously?
  • Does the of entirety of this tale allow every other tale within the backlog?
  • What’s the scope (i.e., what are the minimal standards)?
  • How giant is that this tale (i.e., the place does it fall at the estimation scale)?

That is the template I take advantage of—it has advanced with my product control wisdom and labored neatly for me for a few years:





Consumer Personality

Who’s the consumer?

The consumer is a wealthy guy from Chicago who’s development a sumptuous summer season house within the Hamptons.

To totally envision the consumer, groups paintings with many alternative personas, so you will need to be as detailed as conceivable.

Consumer Tale

What does the consumer need? Why does the consumer need this?

“As a house owner, I wish to have ornamental brick partitions round my house in a diagonal basketweave development as a result of I will be able to see them each day and would love them to be a satisfying sight.”

To know the inducement of the consumer and their reasoning.


How will have to the engineering group interpret this tale?

The consumer needs elaborate partitions, so we want to construct a standard central wall after which have scaffolding within the required genre (i.e., diagonal basketweave). We will be able to use common bricks for the core wall, however will want to use top of the range decor bricks for the facade layers on either side of the wall.

To damage down the tale logically into duties, which aids progress-tracking.


Does this tale rely on every other tale being finished previously?

So as to get started paintings in this, the basis of the home must be finished and in a position to construct upon.

To interpret the place a tale is within the workstream hierarchy and visualize the full supply timeline.


Does the of entirety of this tale allow every other tale within the backlog?

When the partitions are finished, we can submit enhance columns and, in any case, the roof.

To interpret the place a tale is within the workstream hierarchy and visualize the full supply timeline.

Definition of Executed

What’s the scope?

There will have to be a continual set of external partitions round the home, with a diagonal basketweave-style facade on either side of the wall. Finish-to-end width of the wall will have to be a minimum of 12 inches at any level.

To outline when a tale is entire. The answer will want to come with the whole thing indexed right here.

T-shirt Dimension

How giant is that this tale?


To loosely estimate supply time for the full tale. A extra granular estimation will then be finished for each and every process through the doer.

A Commonplace Consumer Tale Delusion

On the subject of judging whether or not consumer tales are just right or unhealthy, there’s a pervasive delusion that I need to dispel.

Many of us imagine {that a} consumer tale will have to be finished in a unmarried dash, and, if it isn’t, it was once a nasty consumer tale. This isn’t the case. After all, it’s preferable {that a} consumer tale will get finished in a dash (and this will have to be achievable), however the group’s bandwidth and exterior elements might have an effect on the volume of labor that may be carried out—and this will likely range from dash to dash. Additionally, estimates usually think that each building group member has the similar ability degree throughout all domain names; the reality is, it’s going to take much less time for a extra skilled engineer to finish a job than a junior engineer.

You shouldn’t attempt to craft brief consumer tales in order that that they are going to be finished briefly; relatively, your consumer tale will have to search to constitute a logical increment of worth delivered. Don’t let a agenda dictate your advent of a compelling consumer tale.

Stay the Consumer Entrance and Middle in Your Thoughts

I to find initiatives are most pleasurable and maximum a hit when I’m assured in my wisdom of the consumer—you’ll be told extra about my reviews on my private weblog. Whether or not I’m pitching new options or deciding at the scope of supply with my group, realizing what the consumer would say is essentially the most dependable solution to take a look at my imaginative and prescient. It’s, alternatively, simple to lose contact with the consumer—and subsequently the “why”—if I’m no longer frequently pondering of them. That is true for almost all of product managers whose center of attention is incessantly pulled to different duties and tasks. Writing just right consumer tales will let you and your group contributors care for that symbol of the consumer for your thoughts, or even give a boost to your courting with them.

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