www.flickr.com/photos/katerha/8435321969
Designing around storytelling
The power of stories & how they can be used in UX d...
Once upon a time
in a city called ‘Lund’...
xxxxwww.flickr.com/photos/ulfk/7976687420
There where 

plenty of story time
www.flickr.com/photos/excomedia/sets/72157622519563566with/5233990438
We travelled 

through those stories
www.flickr.com/photos/conorkeller/7860288604
“ We are as a species addicted to stories. ”
- The Storytelling Animal by Jonathan Gottschall

www.flickr.com/photos/namke...
Storytelling 

Storytelling 

Storytelling
www.flickr.com/photos/g-ratphotos/3404474275
“ If you can’t tell it, you can’t sell it. ”
- Peter Guber

www.flickr.com/photos/g-ratphotos/3404474275
“ Results repeatedly shows that our attitudes, fears,
hopes, and values are s...
Stories 
as persuasion tools
www.flickr.com/photos/saucef/7184615025
Not just for messaging but also
an integral part of the design process
www.flickr.com/photos/g-ratphotos/3404474275
“ Storytelling is at the heart of everything ”
- Steve Levitt

www.flickr.com/photos/carlosfpardo/6791950592
Stories capture our imagination 

& shows us something new
www.flickr.com/photos/declanjewell/2181100986
‘ Now you see me. ’
Javier Perez via http://the-wonderist.com/2013/11/05/how-to-see-things-with-new-eyes
‘ Now you don’t. ’
Queenie Liao’s ‘Wengenn in Wonderland’ via www.boredpanda.org/wengenn-in-wonderland-sioin-queenie-liao
What do we want our users to see?

What is the story we want to tell?
Where do we want to take them?
www.flickr.com/photos/g-ratphotos/3404474275
“ Historically, stories have always been igniters 

of action, moving people ...
Every story 

takes us on a journey
Image via Shutterstock
Storytelling can 

provide powerful call to actions
www.flickr.com/photos/piermario/4188959762
Stories have the ability to motivate,
change and create connections
Image via Shutterstock
What 
makes for a good story?
The end

The basic structure of a story
A beginning
 A middle

Dramaturgy 
knowing how to apply & structure
elements to tell a story
How a story is told impacts
the human experience of its audience
Image via Shutterstock
Act three

Three act structure
Act one

Setup Resolution
Act two

Confrontation
inciting
incident mid point climax
confron...
Three act structure - applied to UCD
Setup ResolutionConfrontation
inciting
incident mid point climax
confronts the main
c...
1. Becomes aware

5. Takes action

/ no action

4. Makes a decision

3. Looks further into it

2. Starts to consider

Act ...
Image via Shutterstock
Identifying where 

the biggest barriers may be
www.flickr.com/photos/31878512@N06/4945216951/in/photostream
Look at where 

you want to delight them
Awareness
Working with experience goals & life cyclesHygieneFeelgoodDelight
Consideration Purchase Post purchase
The site
...
www.flickr.com/photos/perolofforsberg/6691744587
I asked my dad for 

3 principles around good storytelling
01 
Captures the imagination
www.flickr.com/photos/g-ratphotos/3404474275
“ If you can imagine yourself in a situation, 

it’s infinitely scarier. ”
- ...
Users need to 

be able to relate
www.flickr.com/photos/estherase/1292315618
We need to
understand who they are
www.flickr.com/photos/cannedtuna/4852756417
02 
The dynamic of the story
What are the events

& people that tie it all together
www.flickr.com/photos/erin_ryan/2584551310
The ever important

red thread
www.flickr.com/photos/pulpolux/3692396234
03 
An element of surprise
www.flickr.com/photos/g-ratphotos/3404474275
“ In general there should be a basic idea of where
the story is going, but no...
Include an element of 

surprise & exploration
www.flickr.com/photos/conorkeller/4028043294
Let users 

find their way around your content
www.flickr.com/photos/conorkeller/3879321839
Image via Shutterstock
Consider non-linear 

& new forms of storytelling
We need to know:

What we want to say

What we want our users to do
Users 

are different
www.robotshop.com/blog/where-is-wall-e-1391
Context 
& prior knowledge plays a key role
www.flickr.com/photos/jox1989/5143301136
Whatever we create & whoever it is for, 

we want people to do something
It all start with 

Once upon a time...
www.flickr.com/photos/snugglepup/3317051065
Or maybe

Once upon a design...
www.flickr.com/photos/snugglepup/3317051065
www.flickr.com/photos/katerha/8435321969
Thank you. Questions?
@annadahlstrom @UXFika
www.annadahlstrom.com
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Designing around storytelling - Design + banter, 09 April 2014

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Slides from my lightning talk at Design + Banter on the 9th of April 2014.

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Transcript of "Designing around storytelling - Design + banter, 09 April 2014"

  1. 1. www.flickr.com/photos/katerha/8435321969 Designing around storytelling The power of stories & how they can be used in UX design by Anna Dahlström | @annadahlstrom @UXFika Design  +  Banter,  09  April  2014
  2. 2. Once upon a time in a city called ‘Lund’... xxxxwww.flickr.com/photos/ulfk/7976687420
  3. 3. There where 
 plenty of story time www.flickr.com/photos/excomedia/sets/72157622519563566with/5233990438
  4. 4. We travelled 
 through those stories www.flickr.com/photos/conorkeller/7860288604
  5. 5. “ We are as a species addicted to stories. ” - The Storytelling Animal by Jonathan Gottschall
 www.flickr.com/photos/namkeng/3209117837
  6. 6. Storytelling 
 Storytelling 
 Storytelling
  7. 7. www.flickr.com/photos/g-ratphotos/3404474275 “ If you can’t tell it, you can’t sell it. ” - Peter Guber

  8. 8. www.flickr.com/photos/g-ratphotos/3404474275 “ Results repeatedly shows that our attitudes, fears, hopes, and values are strongly influenced by story. In fact, fiction seems to be more effective at changing beliefs than writing that is specifically designed to persuade through argument and evidence." Entering fictional worlds radically alters the way information is processed. ” - FastCompany, Why storytelling is the ultimate weapon
  9. 9. Stories 
as persuasion tools
  10. 10. www.flickr.com/photos/saucef/7184615025 Not just for messaging but also an integral part of the design process
  11. 11. www.flickr.com/photos/g-ratphotos/3404474275 “ Storytelling is at the heart of everything ” - Steve Levitt

  12. 12. www.flickr.com/photos/carlosfpardo/6791950592 Stories capture our imagination 
 & shows us something new
  13. 13. www.flickr.com/photos/declanjewell/2181100986
  14. 14. ‘ Now you see me. ’
  15. 15. Javier Perez via http://the-wonderist.com/2013/11/05/how-to-see-things-with-new-eyes
  16. 16. ‘ Now you don’t. ’
  17. 17. Queenie Liao’s ‘Wengenn in Wonderland’ via www.boredpanda.org/wengenn-in-wonderland-sioin-queenie-liao
  18. 18. What do we want our users to see?
 What is the story we want to tell?
  19. 19. Where do we want to take them?
  20. 20. www.flickr.com/photos/g-ratphotos/3404474275 “ Historically, stories have always been igniters 
 of action, moving people to do things. ” - Peter Guber

  21. 21. Every story 
 takes us on a journey Image via Shutterstock
  22. 22. Storytelling can 
 provide powerful call to actions www.flickr.com/photos/piermario/4188959762
  23. 23. Stories have the ability to motivate, change and create connections Image via Shutterstock
  24. 24. What 
makes for a good story?
  25. 25. The end
 The basic structure of a story A beginning
 A middle

  26. 26. Dramaturgy 
knowing how to apply & structure elements to tell a story
  27. 27. How a story is told impacts the human experience of its audience Image via Shutterstock
  28. 28. Act three
 Three act structure Act one
 Setup Resolution Act two
 Confrontation inciting incident mid point climax confronts the main character tries to solve the problem but don’t yet have the skills the dramatic question is answered PLOT POINT ONE PLOT POINT TWO
  29. 29. Three act structure - applied to UCD Setup ResolutionConfrontation inciting incident mid point climax confronts the main character tries to solve the problem but don’t yet have the skills the dramatic question is answered PLOT POINT ONE PLOT POINT TWO 1. Becomes aware
 5. Takes action
 / no action
 4. Makes a decision
 3. Looks further into it
 2. Starts to consider
 Act three
Act one
 Act two

  30. 30. 1. Becomes aware
 5. Takes action
 / no action
 4. Makes a decision
 3. Looks further into it
 2. Starts to consider
 Act three
Act one
 Act two
 Identify & map the experience Setup ResolutionConfrontation inciting incident mid point climax confronts the main character tries to solve the problem but don’t yet have the skills the dramatic question is answered PLOT POINT ONE PLOT POINT TWO HygieneFeelgoodDelight
  31. 31. Image via Shutterstock Identifying where 
 the biggest barriers may be
  32. 32. www.flickr.com/photos/31878512@N06/4945216951/in/photostream Look at where 
 you want to delight them
  33. 33. Awareness Working with experience goals & life cyclesHygieneFeelgoodDelight Consideration Purchase Post purchase The site knows me 
 & what I 
 want
  34. 34. www.flickr.com/photos/perolofforsberg/6691744587 I asked my dad for 
 3 principles around good storytelling
  35. 35. 01 
Captures the imagination
  36. 36. www.flickr.com/photos/g-ratphotos/3404474275 “ If you can imagine yourself in a situation, 
 it’s infinitely scarier. ” - Brad Falchuk

  37. 37. Users need to 
 be able to relate www.flickr.com/photos/estherase/1292315618
  38. 38. We need to understand who they are www.flickr.com/photos/cannedtuna/4852756417
  39. 39. 02 
The dynamic of the story
  40. 40. What are the events
 & people that tie it all together www.flickr.com/photos/erin_ryan/2584551310
  41. 41. The ever important
 red thread www.flickr.com/photos/pulpolux/3692396234
  42. 42. 03 
An element of surprise
  43. 43. www.flickr.com/photos/g-ratphotos/3404474275 “ In general there should be a basic idea of where the story is going, but not for every character. You don't know who's going to die and who's going to start becoming more important. Big picture-wise, there’s a basic idea, but you need some surprises too. It’s like driving from New York to LA: you know you’re going to get to LA, but there’s 10 different routes you could take. ” - Brad Falchuck

  44. 44. Include an element of 
 surprise & exploration www.flickr.com/photos/conorkeller/4028043294
  45. 45. Let users 
 find their way around your content www.flickr.com/photos/conorkeller/3879321839
  46. 46. Image via Shutterstock Consider non-linear 
 & new forms of storytelling
  47. 47. We need to know:
 What we want to say
 What we want our users to do
  48. 48. Users 
 are different www.robotshop.com/blog/where-is-wall-e-1391
  49. 49. Context 
& prior knowledge plays a key role
  50. 50. www.flickr.com/photos/jox1989/5143301136 Whatever we create & whoever it is for, 
 we want people to do something
  51. 51. It all start with 
 Once upon a time... www.flickr.com/photos/snugglepup/3317051065
  52. 52. Or maybe
 Once upon a design... www.flickr.com/photos/snugglepup/3317051065
  53. 53. www.flickr.com/photos/katerha/8435321969 Thank you. Questions? @annadahlstrom @UXFika www.annadahlstrom.com
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