My favorite framework for thinking about the customer lifecycle is "AIDA" (attention, interest, desire, action). I also like to add an "OR" (onboarding, retention) since these are so important to many of the products I deal with today. Fun fact: this framework is ancient by the standards of today's business press - it was introduced by marketers in the 19th century (yes, the 1800s).
AIDA(OR) is one of my favorite storyboarding topics simply because lots of product teams I meet with haven't thought through the whole acquisition process in vivid, actionable, testable terms. You should absolutely more panels if you feel you have more detail for them but here's a simple 6-panel reference for an AIDA(OR) storyboard:
AIDA(OR) - Attention Interest Desire Action (Onboarding Retention) - Example
| Notes | Board |
|---|---|
ATTENTION:Helen the HR Manager sees a post from her friend (former co-worker) on LinkedIn that she likes something called 'Enable Quiz' for screening engineering candidates. |
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INTEREST:That problem's on her mind and it catches her notice. The site's splash page clearly explains what it's about: effectively, automatically screening technical talent. No assembly required. |
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DESIRE:Helen's tired of not being able to improve their success rate on hires and having to clean up the emotional, financial, and logistical mess when a hire doesn't work out. It's never going to be 100% but it should be better than it is. Also, Helen has her annual review in three months and she'd love to add 'implemented new screening system for engineering candidates' to her list of accomplishments for the year. |
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ACTION:She checks in with Frank since he has to buy in and give her inputs to tune the quizzes for their positions.Conveniently, the Enable Quiz site has a page for hiring managers that she forwards to him. But he doesn't read it, she catches him in the hallway, and he says fine, especially if they can try it first and it's only $2/candidate. |
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ONBOARDING:She puts in a credit card and they're rolling with a free trial for 10 candidates. The site's built-in wizard helps Helen draft quiz content for their open positions and submit it to Frank for review/update.She ends up dragging Frank into her office to finish up but overall the process is pretty painless. They try it out with their first candidate the next day and the results are good. |
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RETENTION:Screening candidates using Enable Quiz becomes a habit and they're using on average 20-40 quizzes/month. Helen has herself posted about it on LinkedIn after becoming a fan. They're thinking about implementing skills audit for their existing staff. |
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All you need to storyboard is a surface and a writing implement. In this case, I used the tools here at Storyboard That for putting these together. I recommend giving the process a try- each one will probably take you 30-60 minutes and I think you'll find the time well spent.
More?
Personally, I like to start this kind of exercise with a grounding in personas and problem scenarios. I did a previous post on that, if you're interested- 'Using Storyboards to Animate Customer Discovery'.Your Turn
What techniques have you used to better illustrate how user acquisition is supposed to happen? In particular, have you tried storyboards and how did they work for you? If you're just trying them out, please let me know how it goes. Post a comment, respond on Twitter, drop me a line, post on LinkedIn- we're in this together!About Alexander Cowan
Alex Cowan is the founder and CTO of Leonid Systems, a software company providing solutions to the world's largest communications providers. He has worked with companies ranging from start-ups to Fortune 100s, improving their competitive advantage in a fast-changing high-tech landscape. He lives in Aptos, California, and can be reached at www.alexandercowan.com, on Google Plus at Alexander Cowan.How Tos about Animating User Acquistion With Storyboards In 6 Steps
How to facilitate a whole-class storyboard brainstorming session
Encourage collaboration by inviting students to brainstorm ideas for each AIDA(OR) stage as a group. Use chart paper or a shared digital space where everyone can contribute sketches, words, or sticky notes. This approach helps students see the process from multiple perspectives and builds engagement.
Guide students to choose a relatable scenario
Prompt students to select a scenario relevant to their lives or community, such as starting a school club or launching a fundraiser. Connect the scenario to the AIDA(OR) stages so each panel tells a part of their story. This makes learning more meaningful and memorable.
Assign roles for drawing and narration
Divide the class into small groups and assign specific roles like illustrator, narrator, and organizer. Rotate roles each session to keep everyone engaged and build diverse skills. This ensures that all students actively participate in creating the storyboard.
Use sentence starters to spark ideas
Provide sentence starters for each panel, such as 'I noticed...', 'I wanted...', or 'We decided to...'. Model examples on the board to help students get started and stay focused. This supports students who may struggle with open-ended tasks.
Share and reflect on storyboards as a class
Have groups present their storyboards to the class and encourage peers to ask questions or give feedback. Use reflection prompts like 'What did you learn about the process?' or 'How could you improve your storyboard next time?'. This builds communication skills and helps students internalize the AIDA(OR) framework.
Frequently Asked Questions about Animating User Acquistion With Storyboards In 6 Steps
What is the AIDA(OR) framework and how does it apply to storyboarding user acquisition?
The AIDA(OR) framework stands for Attention, Interest, Desire, Action, Onboarding, and Retention. It's used in storyboarding to visually map out each stage of the customer journey, helping teams better understand and optimize user acquisition and engagement for their products.
How can K-12 teachers use storyboards to plan quick and effective lessons?
Storyboards help K-12 teachers organize lesson flow, visualize activities, and clarify learning objectives. By sketching out each step, educators can quickly adapt materials for diverse learners and ensure lessons are engaging and easy to follow.
What are simple steps for creating a customer acquisition storyboard?
To create a customer acquisition storyboard, follow these steps: 1) Define key personas, 2) Outline each stage (AIDAOR), 3) Illustrate user actions, 4) Highlight challenges, 5) Add solutions, and 6) Review for clarity. This makes the process actionable and testable.
Why is storyboarding useful for visualizing onboarding and retention?
Storyboarding onboarding and retention reveals pain points and opportunities for improvement by mapping real user experiences. It helps teams design smoother onboarding flows and develop strategies to keep users engaged long-term.
Are there any free tools or templates for making storyboards for lesson planning?
Yes, platforms like Storyboard That offer free templates and user-friendly tools for creating storyboards. Teachers can quickly build visual lesson plans without needing artistic skills, saving time and enhancing lesson delivery.
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