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Designing Around Storytelling - Digital Pond, London 06 Feb 2014
 

Designing Around Storytelling - Digital Pond, London 06 Feb 2014

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Slides from my talk around storytelling in design at the Digital Pond meet up on 06 Feb 2014 ...

Slides from my talk around storytelling in design at the Digital Pond meet up on 06 Feb 2014
http://www.meetup.com/The-Digital-Pond/events/159211742/

Stories have played an important part in our societies and development through history. In the last few years it's gained attention as a tool for and important aspect in communication, and rightfully so. But it's also an integral part of the design process and at the Digital Pond I talked about why as well as how we can use it, from the start, during definition and development as well as going forwards.

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    Designing Around Storytelling - Digital Pond, London 06 Feb 2014 Designing Around Storytelling - Digital Pond, London 06 Feb 2014 Presentation Transcript

    • Designing around storytelling The power of stories & how they can be used in UX design by Anna Dahlström | @annadahlstrom @UXFika Digital  Pond,  06  Feb  2014 www.flickr.com/photos/katerha/8435321969
    • 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/namkeng/3209117837
    • Storytelling 
 Storytelling 
 Storytelling
    • Every brand wants 
 to tell their story www.flickr.com/photos/kelstew/3658900542
    • “ 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 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 www.flickr.com/photos/g-ratphotos/3404474275
    • Stories 
 as persuasion tools
    • Not just for messaging but also an integral part of the design process www.flickr.com/photos/saucef/7184615025
    • “ Storytelling is at the heart of everything ” - Steve Levitt
 www.flickr.com/photos/g-ratphotos/3404474275
    • There is an element 
 of magic involved www.flickr.com/photos/carlosfpardo/6791950592
    • 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?
    • “ Historically, stories have always been igniters 
 of action, moving people to do things. ” - Peter Guber
 www.flickr.com/photos/g-ratphotos/3404474275
    • 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 basic structure of a story A beginning
 A middle
 The end

    • 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
    • Three act structure PLOT POINT ONE inciting incident PLOT POINT TWO mid point climax confronts the main character tries to solve the problem but don’t yet have the skills the dramatic question is answered Act one
 Act two
 Act three
 Setup Confrontation Resolution
    • Three act structure - applied to UCD PLOT POINT ONE 2. Starts to consider
 inciting incident confronts the main character PLOT POINT TWO 4. Makes a decision
 mid point tries to solve the problem but don’t yet have the skills 1. Becomes aware
 3. Looks further into it
 Act one
 Act two
 Setup Confrontation climax the dramatic question is answered 5. Takes action
 / no action
 Act three
 Resolution
    • I asked my dad for 
 3 principles around good storytelling www.flickr.com/photos/perolofforsberg/6691744587
    • 01 
 Captures the imagination
    • “ If you can imagine yourself in a situation, 
 it’s infinitely scarier. ” - Brad Falchuk
 www.flickr.com/photos/g-ratphotos/3404474275
    • 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
    • “ I need to understand who has to get what out of the thing I'm designing and I'm only satisfied a visual has been executed well once I'm confident it's telling the right story to the right person in the right way. ” - Steve Whittington
 Design Director 
 Dare www.flickr.com/photos/g-ratphotos/3404474275
    • 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
    • “ 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
 www.flickr.com/photos/g-ratphotos/3404474275
    • 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
    • Consider non-linear 
 & new forms of storytelling Image via Shutterstock
    • How 
 do we go about it?
    • It starts with this PLOT POINT ONE 2. Starts to consider
 inciting incident confronts the main character PLOT POINT TWO 4. Makes a decision
 mid point tries to solve the problem but don’t yet have the skills 1. Becomes aware
 3. Looks further into it
 Act one
 Act two
 Setup Confrontation climax the dramatic question is answered 5. Takes action
 / no action
 Act three
 Resolution
    • Feel good Delight Identify key points PLOT POINT ONE 2. Starts to consider
 inciting incident confronts the main character PLOT POINT TWO 4. Makes a decision
 mid point tries to solve the problem but don’t yet have the skills 3. Looks further into it
 Act one
 Act two
 the dramatic question is answered 5. Takes action
 / no action
 Hygiene 1. Becomes aware
 climax Setup Confrontation Act three
 Resolution
    • Look at where 
 you want to delight them www.flickr.com/photos/31878512@N06/4945216951/in/photostream
    • And also where 
 the biggest barriers may be Image via Shutterstock
    • Plan for multiple 
 entry & exit points www.flickr.com/photos/danieldslee/6913766642
    • Identify content, functional & interaction elements to addresses the needs www.flickr.com/photos/angietorres/4564135455
    • Ensure there is
 a good balance www.flickr.com/photos/17207222@N02/5601758478
    • Feel good Delight Not appropriate, or realistic PLOT POINT ONE 2. Starts to consider
 confronts the main character Hygiene 1. Becomes aware
 PLOT POINT TWO 4. Makes a decision
 mid point tries to solve the problem but don’t yet have the skills 3. Looks further into it
 climax the dramatic question is answered 5. Takes action
 / no action
 inciting incident Act one
 Setup Act two
 Confrontation Act three
 Resolution
    • We cannot be at the top all the time www.flickr.com/photos/alexnormand/5992512756
    • Feel good Delight More realistic PLOT POINT ONE 2. Starts to consider
 inciting incident confronts the main character PLOT POINT TWO 4. Makes a decision
 mid point tries to solve the problem but don’t yet have the skills 3. Looks further into it
 Act one
 Act two
 the dramatic question is answered 5. Takes action
 / no action
 Hygiene 1. Becomes aware
 climax Setup Confrontation Act three
 Resolution
    • Delivering 
 the right content at the right time
    • 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
    • Identify 
 content & functionality for each main user
    • Look at how to tailor views based on 
 who the user is & their behaviour Image via Shutterstock
    • Context 
 & prior knowledge plays a key role
    • Tailor messaging 
 & tone of voice www.flickr.com/photos/pgoyette/168076182
    • Consider location 
 & cultural differences www.flickr.com/photos/scary_mary/5700384580
    • “ Visit intent is likely to vary between these two segments. For example, new visitors are less likely to trust your brand and understand the key benefits to shopping with you. ” - Econsultancy
 www.flickr.com/photos/g-ratphotos/3404474275
    • Make use of different ways to capture & engage the user www.flickr.com/photos/snugglepup/5225953124
    • Tell a continuos story 
 with delights along the way www.maxfactor.co.uk
    • Consider & adapt your message across touch points 

    • Ensure the message 
 is considered & delivered across devices www.flickr.com/photos/visualpunch/7351572896
    • “ Content needs to be choreographed to 
 ensure the intended message is preserved on any device and at any width “ - Trent Walton www.thismanslife.co.uk/projects/lab/responsivewireframes/#desktop/
    • “ A good piece of UX has a narrative and clearly tells a story, or at least part of a story on a particular journey. As a designer - everything I do and make is communicating something to someone. ” - Steve Whittington
 Design Director 
 Dare www.flickr.com/photos/g-ratphotos/3404474275
    • Whoever it is for, 
 we always need to sell it www.flickr.com/photos/jox1989/5143301136
    • 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
    • Any questions? www.flickr.com/photos/perolofforsberg/6691744587
    • Thank you @annadahlstrom @UXFika www.annadahlstrom.com www.flickr.com/photos/katerha/8435321969