Simply sketching key scenes in a service experience can help illustrate the essentials of a service concept. Useful in clarifying hard-to-document service concepts, and paint the picture of future or current service experiences (like scenes in a movie storyboard).


Storyboarding is key secret as to how Air BnB was able to begin focusing on the customer.

Code-named ‘Snow white’ – they were able to bring in multiple parts of the business to collaborate and ideate based on the critical moments that Air BnB guests and hosts went through in order to understand which moments provided opportunities to improve or innovate.


The outcome became

Air BnB snow white reference.png

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