Stories make your ideas sticky. Sometimes we find we've put our heart and soul into producing beautiful design work and yet people just don't get it. This talk looks at how you can use storytelling in your communication to your team, colleagues and clients to explain, inspire, motivate and persuade your audience.

4. Communicate?
Engage?
Persuade?
Failure to…

6. Why use storytelling?
Stories make ideas sticky.

7. EleMENTS of a good
story
Image: Philip Lawson 2011

8. The Hero

9. Situation

10. Conflict

11. Climax

12. Resolution

13. Kathryn Parkes
UX Sofia 2014
Executed Movement Imagined Movement

14. Classic Storyline

15. Classic Storyline

16. Personas

17. Personas
Personas shouldn’t be static - take them out for a bit of
exercise and see how they behave.

18. Scenarios
iQ Content

19. Explain
Inspire
Motivate
Persuade

20. Daddyo Story
Who is the user? Where is their pain? What are their needs?
Future without
our solution
Future with
our solution

21. iQ Content

24. “Design is really an act of communication, which
means having a deep understanding of the person
with whom the designer is communicating.”
!
Don Norman

25. How do you want
to make your
audience feel?

26. Explain
Inspire
Motivate
Persuade

28. Product
Managers?
Senior
Managers?
Dev team?
Clients?

29. Your job as a UX Professional
Find the happy marriage between user needs and business goals.

30. Adapt

33. Fast, Simple, Clear
The simpler a story the more likely it is to stick.

34. Leave room for the imagination
The brain has an amazing ability to fill in the gaps.

35. http://xkcd.com/1354/
Heartbleed Explanation

37. Show your work…early

39. Be willing to share ownership
!
Collaboration

40. Project Scope

41. Practice

43. Storytelling

44. Verbal/Visual
‘It’s all in
the
telling.’
‘My work
speaks for
itself.’

45. Extract from Scott McCloud - Understanding Comics

46. Building Stories - Chris Ware

47. Experience Maps
http://bridgeable.com/dog-sledding-experience-design/

48. Experience Maps
Adaptive Path

49. User Journey Maps

53. You

55. Quiet: The Power of Introverts in a World That Can't Stop Talking - Susan Cain

56. The loudest voice in the room
doesn’t always have the best idea

57. What makes a good UX Designer?

58. Incorporating Quiet into
UX Design Process
http://www.smashingmagazine.com/2013/10/09/incorporating-quiet-into-ux-design-process/
Angela Craven and SuAnne Hall
(Image: Mike Scarano)

59. Themes from research
Introverts dislike aggressive communication
styles
(but realise sometimes it’s part of the job)
!
Introverts tend to dislike being put on the spot
!
Introverts need alone time to process
!
Know your team - play to everyone’s strengths
"UX Awesomeness Through the Introvert/Extrovert Spectrum"
Angela Craven and SuAnne Hall

63. Begin with the end in mind

64. The End
kathryn.parkes@gmail.com
@kathrynparkes
Feedback

65. welcome!