It’s been nearly eight months since myself and the catalog team set out to the task of rebuilding our online catalog from the ground up.  When we embarked on the project, it almost seemed like an insurmountable feat. Where does one even begin when trying to build an entire application that is not only user-friendly, fast, and accurate, but also has all the features that customers, stakeholders, and staff members want? The process we use in the computer programming world is called “Building User Stories.”
User stories are short paragraphs that describe a process the way you’d like it to be.
What the heck does a user story look like?  Here’s one example that we used: “A customer enters a VIN and presses ‘Search.’  The VIN is decoded, and the user is asked to confirm that the vehicle decoded accurately.  Once the customer confirms that the vehicle is a match, they are shown a list of possible parts for that vehicle application.”
From this story, we broke down all the steps needed to make a working VIN decoder and search engine.
Building user stories is a process that you can implement to start improving your organization. So how do you begin?
For this illustration, let’s pretend you’re creating the experience for a customer that walks through the front door of your business for an appointment. You can deduce from this scenario that there are at least two user stories you need to create; the customer and the employee manning the front desk.  In this example, let’s write the user story for the customer:
“A customer walks into the front entrance and can easily see the front desk. The staff member is very friendly and outgoing. The customer informs the employee that they are expected for an appointment, to which the employee quickly confirms, alerts the desired appointee, and then offers the customer refreshments and a comfortable seat in the waiting area.”
Easy, right?  Now that you have a basic story, you can break it down into its actionable steps and design a process to ensure that every customer receives the same great experience.
Here are four things I extrapolated from this story:

1. Front Desk – Is there obvious and easy to read signage in place that directs people to where they can find a receptionist?  Is the station well-staffed?  These might seem obvious, but they aren’t always the case.  How can you be intentional about your lobby presence?

2. Friendliness – Does the receptionist attempt to make a personal connection with the customer, making them feel comfortable and welcome?

3. Logistics – Does the receptionist have access to a shared calendar so they are ready for expected customers throughout the day?  This can help make any guest feel instantly more welcome!  Does the receptionist have quick access to the company directory to reach other employees promptly?

4. Hospitality – Are there snacks and fresh coffee prepared throughout the day to offer guests?  Is the waiting area available and clean?

From these four points, you can break it down even further.  That’s when the magic of user stories starts to really help you dissect your processes, evaluate them, and implement positive changes.
Ask yourself these simple questions:
“What does a customer experience when they walk through my door?” 
“What happens to a car from the moment it enters our shop until the customer drives it out of the parking lot?”
“What experience does a customer have when they pay their bill?” 
“What are the steps to take an order and process a payment for it?”
A great user story is a simple question away. What stories can you tell to increase what you sell?

What the heck are user stories? And more importantly, how can you use them to drive more sales? Have no fear. David, aka Lord of the Files, is here! Like what he has to say? Comment below – if you’re brave. Or, ya know, email works too.
 
photo credit: © rassco – stock.adobe.com