Crafting Scenarios: Bridging User Goals and Design Solutions

In design, we often need to bridge the gap between abstract ideas and concrete solutions. Scenarios are powerful tools that help us do exactly that - they're written stories that explain how a person will use a product, service, or system to achieve their goals.

What Makes a Good Scenario?

A well-crafted scenario:

1. Acts as a bridge between an initial design idea and a solution
2. Advances the fidelity of an idea
3. Stands on its own, without explanation
4. Does not prescribe interface elements in too much detail
5. Includes a rich description of a person
6. Includes a rich description of a goal
7. Is credible

Here's an Example

Here's what a good scenario looks like:

"Fred grabs his phone. He opens the beer-finding app and locates a beer nearby. He chooses to have it delivered, enters his payment information, and completes his order."

Notice how this scenario stays high-level and focuses on behavior rather than getting lost in interface details. It tells a story that anyone can understand while still conveying the essential functionality.

How to Create Effective Scenarios

1. Identify Your Users

Start by creating detailed personas for each distinct user type. Consider:

• Names and basic demographics
• Work environment and context
• Technical experience level
• Expected competence with your specific system
• Any physical or cognitive limitations

2. Define the Starting Context

Map out the initial state and environment:

• Where will users physically be when they encounter your system?
• What contextual limitations might they face?
• What state is the product or service in when users first acknowledge it?

3. List User Goals

Focus on fundamental wants, needs, and desires:

• Remember that goals are about underlying motivations
• They rarely change, even as technology evolves
• Example: When using a printer, the goal isn't "to print" but rather "to communicate intent to others through a lasting artifact"
• Put each goal on a separate post-it note for easy organization

4. Prioritize Goals

Organize goals based on their importance:

• Stack rank them from most to least important
• Consider importance specifically in relation to your system
• Use your research and user understanding to inform priorities

5. Craft Your Stories

Now comes the creative part:

• Write narratives that show how users achieve their goals
• Create separate stories for different goals rather than one epic tale
• Keep the focus on behavior, not interface
• Stay high-level in your descriptions
• Ensure the story is credible and self-contained

Best Practices

• Keep It Behavioral: Focus on what people do, not how they do it
• Stay High-Level: Avoid getting lost in interface details
• Be Concise: Each scenario should focus on one primary goal
• Make It Realistic: Base scenarios on actual user research and understanding
• Test for Clarity: Ensure others can understand your scenarios without explanation

Time and Materials Needed

• 15-20 minutes per scenario
• Materials needed:
  • 8.5 x 11 Paper
  • Sharpie Markers
  • Post-It Notes
• Participants should have a good understanding of the topic, ideally based on contextual research

[Download the presentation slides and worksheet for detailed templates and examples]

Common Pitfalls to Avoid

Don't get too detailed with interface elements. Compare:

Good:
"Fred grabs his phone. He opens the beer-finding app and locates a beer nearby..."

Not So Good:
"Fred grabs his phone. He taps the beer-finding app. He taps the zipcode input box, and the onscreen keyboard appears. He taps the numbers for his zipcode..."

The first version focuses on the behavior and goal, while the second gets lost in unnecessary interface details.

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