The "storythinkers" Jens Otto Lange and Thomas Stegmann did an exercise and gave a talk about how storytelling supports a design thinking process to generate service innovation.

1. © storythinkers Jens Otto Lange Thomas Stegmann 1
storythinking
use storytelling to
prototype digital (service) experience
Jens Otto Lange
Thomas Stegmann
Innovation Games Summit
Amsterdam, 20.9.2013
Sonntag, 22. September 13

2. © storythinkers Jens Otto Lange Thomas Stegmann 2
Thomas Stegman
Gast-Dozent MHMK & Beuth Fachhochschule
Diplom Industrial Designer
Do the right thing
Innovation Coaches
Workshops, Trainings
& Project Support
4
Jens Otto Lange
Digital Innovation Facilitator
Diplom Kommunikationswirt
Do things right
Sonntag, 22. September 13

3. © storythinkers Jens Otto Lange Thomas Stegmann 3
storytelling
designthinking
our way of design thinking
Sonntag, 22. September 13

4. © storythinkers Jens Otto Lange Thomas Stegmann 4
theme problem vision
story
prototype
storythinking process
co-createempathize iterate
1 2 3
Sonntag, 22. September 13

5. challenge
design
a souvenir
experience
for Amsterdam
© storythinkers Jens Otto Lange Thomas Stegmann 5
Sonntag, 22. September 13

6. © storythinkers Jens Otto Lange Thomas Stegmann
empathize
the customer is your hero
phase 1
Sonntag, 22. September 13

7. 1. Form groups of three:
storyteller, interviewer, notetaker
2. Ask open questions
3. Listen and document on a a sheet of paper
4. Flip roles, repeat 3 times
© storythinkers Jens Otto Lange Thomas Stegmann
collect real world stories
7
3x2minutes
Sonntag, 22. September 13

8. © storythinkers Jens Otto Lange Thomas Stegmann
where?
when?
for whom?
how did you buy it?
why did you select it?
what was the last souvenir you bought?
3x2minutes
Sonntag, 22. September 13

9. create a persona that
represents the three of you
© storythinkers Jens Otto Lange Thomas Stegmann
the persona is your hero
9
3
minutes
Sonntag, 22. September 13

10. © storythinkers Jens Otto Lange Thomas Stegmann
persona
who?
needs ...
because ....
name
age
job
hobby
sketch of your persona
3
minutes
Sonntag, 22. September 13

11. © storythinkers Jens Otto Lange Thomas Stegmann
phase 2
co-create
harmonize departmental silos
Sonntag, 22. September 13

12. 1. Imagine you‘re the persona
2. Sketch your first ideas to serve „your“ needs on
stickies
3. Use sketches to tell a story to each other
4. Make your choice which idea to follow
© storythinkers Jens Otto Lange Thomas Stegmann
co-create solution
12
1+3minutes
Sonntag, 22. September 13

13. 13© storythinkers Jens Otto Lange Thomas Stegmann
visual story scripting
Sonntag, 22. September 13

14. © storythinkers Jens Otto Lange Thomas Stegmann
phase 3
iterate
optimize with real data
Sonntag, 22. September 13

15. © storythinkers Jens Otto Lange Thomas Stegmann 15
structure
Sonntag, 22. September 13

16. © storythinkers Jens Otto Lange Thomas Stegmann 15
structure
Sonntag, 22. September 13

17. © storythinkers Jens Otto Lange Thomas Stegmann 15
structure
Sonntag, 22. September 13

18. © storythinkers Jens Otto Lange Thomas Stegmann 15
structure
Hero
Sonntag, 22. September 13

19. © storythinkers Jens Otto Lange Thomas Stegmann 15
Setting
structure
Hero
Sonntag, 22. September 13

20. © storythinkers Jens Otto Lange Thomas Stegmann 15
Setting
Journey
structure
Hero
Sonntag, 22. September 13

21. © storythinkers Jens Otto Lange Thomas Stegmann 15
Setting
Journey
structure
Hero
Sonntag, 22. September 13

22. © storythinkers Jens Otto Lange Thomas Stegmann 15
Setting
Journey
Resolution
structure
Hero
Sonntag, 22. September 13

23. © storythinkers Jens Otto Lange Thomas Stegmann 15
Setting
Journey
Resolution
structure
Hero
Sonntag, 22. September 13

24. © storythinkers Jens Otto Lange Thomas Stegmann
dramatic arc
16
setting
journey
hero
location
situation
find it
get it
use it
moral
feel it
resolution
5
minutes
in this case: servivce environment
Sonntag, 22. September 13

25. Setting
© storythinkers Jens Otto Lange Thomas Stegmann
dramatic arc
16
setting
journey
hero
location
situation
find it
get it
use it
moral
feel it
resolution
5
minutes
in this case: servivce environment
Sonntag, 22. September 13

26. Setting
Journey
© storythinkers Jens Otto Lange Thomas Stegmann
dramatic arc
16
setting
journey
hero
location
situation
find it
get it
use it
moral
feel it
resolution
5
minutes
in this case: servivce environment
Sonntag, 22. September 13

27. Setting
Journey
Resolution
© storythinkers Jens Otto Lange Thomas Stegmann
dramatic arc
16
setting
journey
hero
location
situation
find it
get it
use it
moral
feel it
resolution
5
minutes
in this case: servivce environment
Sonntag, 22. September 13

28. • Tell your story, using your storyboard
• Listen to feedback
• Apply feedback to improve
© storythinkers Jens Otto Lange Thomas Stegmann
tell your story to iterate
17
2
minutes
Sonntag, 22. September 13

29. © storythinkers Jens Otto Lange Thomas Stegmann
how
did it
feel? 18
Sonntag, 22. September 13

30. use stories
product or service fiction to innovate
© storythinkers Jens Otto Lange Thomas Stegmann 19
theme problem vision
story
prototypeco-createempathize iterate
1 2 3
Sonntag, 22. September 13

31. © storythinkers Jens Otto Lange Thomas Stegmann 20
Thomas Stegman
Gast-Dozent MHMK & Beuth Fachhochschule
Diplom Industrial Designer
Do the right thing
Innovation Coaches
Workshops, Trainings
& Project Support
4
Jens Otto Lange
Digital Innovation Facilitator
Diplom Kommunikationswirt
Do things right
www.storythinkers.com
Sonntag, 22. September 13