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Designing Around Storytelling - UCD2013, London 08 Oct 2013
 

Designing Around Storytelling - UCD2013, London 08 Oct 2013

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Slides from my talk around storytelling in design at the UCD 2013 Conference in London http://2013.ucduk.org. ...

Slides from my talk around storytelling in design at the UCD 2013 Conference in London http://2013.ucduk.org.

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 UCD 2013 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 - UCD2013, London 08 Oct 2013 Designing Around Storytelling - UCD2013, London 08 Oct 2013 Presentation Transcript

    • D!"#$%#%$ &r'(%) "*'r+*!,,#%$ The power of stories & how they can be used in user centred design by Anna Dahlström | @annadahlstrom @ucduk  #ucd2013  
    • O%-! (p'% & *#.! in a city called ‘Lund’... xxxxwww.flickr.com/photos/ulfk/7976687420
    • /!r! w0!r! plenty of story time www.flickr.com/photos/excomedia/sets/72157622519563566with/5233990438
    • W! *r&v!,,!) through those stories www.flickr.com/photos/conorkeller/7860288604
    • “ W! &r! &" & "p!-#!" addicted to stories. ” - /! S*'r+*!,,#%$ A%#.&, b+ J'%&*0&% G'**"-0&,, www.flickr.com/photos/namkeng/3209117837
    • S*'r+*!,,#%$ Storytelling S*'r+*!,,#%$
    • Ev!r+ br&%) wants to tell their story www.flickr.com/photos/kelstew/3658900542
    • “ If +'( -&%’* *!,, #*, you can’t sell it. ” - P!*!r G(b!r www.flickr.com/photos/g-ratphotos/3404474275
    • “ R!"(,*" r!p!&*!),+ "0'w" 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." E%*!r#%$ 1-*#'%&, w'r,)" radically alters the way information is processed. ” - F&"*C'.p&%+, W0+ "*'r+*!,,#%$ #" *0! (,*#.&*! w!&p'% www.flickr.com/photos/g-ratphotos/3404474275
    • S*'r#!" as persuasion tools
    • N'* 2("* for messaging but also an integral part of the design process www.flickr.com/photos/saucef/7184615025
    • “ S*'r+*!,,#%$ is at the heart of everything ” - S*!v! L!v#** www.flickr.com/photos/g-ratphotos/3404474275
    • /!r! #" an element of magic involved www.flickr.com/photos/carlosfpardo/6791950592
    • www.flickr.com/photos/declanjewell/2181100986
    • ‘ N'w +'( "!! .!. ’
    • J&v#!r P!r3 via http://the-wonderist.com/2013/11/05/how-to-see-things-with-new-eyes
    • ‘ Now you don’t. ’
    • Q(!!%#! L#&'’" ‘W!%$!%% #% W'%)!r,&%)’ via www.boredpanda.org/wengenn-in-wonderland-sioin-queenie-liao
    • W0&* )' w! w&%* '(r ("!r" *' "!!? What is the story we want to tell?
    • W0!r! )' w! w&%* to take them?
    • “ H#"*'r#-&,,+, stories have always been igniters of action, moving people to do things. ” - P!*!r G(b!r www.flickr.com/photos/g-ratphotos/3404474275
    • Ev!r+ "*'r+ takes us on a journey www.flickr.com/photos/photomequickbooth/3966382067
    • S*'r+*!,,#%$ can provide powerful call to actions www.flickr.com/photos/piermario/4188959762
    • W0&* makes for a good story?
    • /! b&"#- structure of a story A b!$#%%#%$ A .#)),! /! !%)
    • Dr&.&*(r$+ knowing how to apply & structure elements to tell a story
    • /r!! act structure PLOT POINT ONE inciting incident PLOT POINT TWO mid point climax confronts the main character tries to solve the problem but don’t yet have the skills the dramatic question is answered A-* '%! A-* *w' A-* *0r!! Setup Confrontation Resolution
    • /r!! act structure - applied to UCD PLOT POINT ONE 2. S*&r*" *' -'%"#)!r inciting incident confronts the main character PLOT POINT TWO 4. M&4!" & )!-#"#'% mid point tries to solve the problem but don’t yet have the skills 1. B!-'.!" &w&r! 3. L''4" 5r*0!r #%*' #* A-* '%! A-* *w' Setup Confrontation climax the dramatic question is answered 5. T&4!" &-*#'% / %' &-*#'% A-* *0r!! Resolution
    • I &"4!) .+ )&) for 3 principles around good storytelling www.flickr.com/photos/perolofforsberg/6691744587
    • 01 Captures the imagination
    • “ If +'( -&% imagine yourself in a situation, it’s infinitely scarier. ” - Br&) F&,-0(4 www.flickr.com/photos/g-ratphotos/3404474275
    • U"!r" %!!) to be able to relate www.flickr.com/photos/estherase/1292315618
    • W! %!!) *' understand who they are www.flickr.com/photos/cannedtuna/4852756417
    • “ I %!!) *' (%)!r"*&%) who has to get what out of the thing I'm designing and I'm only satisfied a visual has been executed well once I'm confident it's telling the right story to the right person in the right way. ” - S*!v! W0#**#%$*'% Design Director Dare www.flickr.com/photos/g-ratphotos/3404474275
    • 02 The dynamic of the story
    • W0&* &r! *0! !v!%*" & people that tie it all together www.flickr.com/photos/erin_ryan/2584551310
    • /! !v!r #.p'r*&%* red thread www.flickr.com/photos/pulpolux/3692396234
    • 03 An element of surprise
    • “ I% $!%!r&, 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. ” - Br&) F&,-0(-4 www.flickr.com/photos/g-ratphotos/3404474275
    • I%-,()! an element of surprise & exploration www.flickr.com/photos/conorkeller/4028043294
    • L!* users find their way around your content www.flickr.com/photos/conorkeller/3879321839
    • C'%"#)!r non-linear & new forms of storytelling www.flickr.com/photos/soundslogical/4255801733
    • H'w do we go about it?
    • I* "*&r*" with this PLOT POINT ONE 2. S*&r*" *' -'%"#)!r inciting incident confronts the main character PLOT POINT TWO 4. M&4!" & )!-#"#'% mid point tries to solve the problem but don’t yet have the skills 1. B!-'.!" &w&r! 3. L''4" 5r*0!r #%*' #* A-* '%! A-* *w' Setup Confrontation climax the dramatic question is answered 5. T&4!" &-*#'% / %' &-*#'% A-* *0r!! Resolution
    • Feel good Delight I)!%*#f+ key points PLOT POINT ONE 2. S*&r*" *' -'%"#)!r inciting incident confronts the main character PLOT POINT TWO 4. M&4!" & )!-#"#'% mid point tries to solve the problem but don’t yet have the skills 3. L''4" 5r*0!r #%*' #* A-* '%! A-* *w' the dramatic question is answered 5. T&4!" &-*#'% / %' &-*#'% Hygiene 1. B!-'.!" &w&r! climax Setup Confrontation A-* *0r!! Resolution
    • L''4 &* where you want to delight them www.flickr.com/photos/31878512@N06/4945216951/in/photostream
    • A%) &,"' where the biggest barriers may be www.flickr.com/photos/kruger_otto/5581886586
    • P,&% f'r multiple entry & exit points www.flickr.com/photos/danieldslee/6913766642
    • I)!%*#f+ content, functional & interaction elements to addresses the needs www.flickr.com/photos/angietorres/4564135455
    • E%"(r! there is a good balance www.flickr.com/photos/17207222@N02/5601758478
    • Feel good Delight N'* appropriate, or realistic PLOT POINT ONE 2. S*&r*" *' -'%"#)!r confronts the main character Hygiene 1. B!-'.!" &w&r! PLOT POINT TWO 4. M&4!" & )!-#"#'% mid point tries to solve the problem but don’t yet have the skills 3. L''4" 5r*0!r #%*' #* climax the dramatic question is answered 5. T&4!" &-*#'% / %' &-*#'% inciting incident A-* '%! Setup A-* *w' Confrontation A-* *0r!! Resolution
    • W! -&%%'* be at the top all the time www.flickr.com/photos/alexnormand/5992512756
    • Feel good Delight M'r! realistic PLOT POINT ONE 2. S*&r*" *' -'%"#)!r inciting incident confronts the main character PLOT POINT TWO 4. M&4!" & )!-#"#'% mid point tries to solve the problem but don’t yet have the skills 3. L''4" 5r*0!r #%*' #* A-* '%! A-* *w' the dramatic question is answered 5. T&4!" &-*#'% / %' &-*#'% Hygiene 1. B!-'.!" &w&r! climax Setup Confrontation A-* *0r!! Resolution
    • D!,#v!r#%$ the right content at the right time
    • W! %!!) to know: W0&* w! w&%* to say W0&* w! w&%* our users to do
    • U"!r" are different www.robotshop.com/blog/where-is-wall-e-1391
    • I)!%*#f+ content & functionality for each main user
    • L''4 &* how to tailor views based on who the user is & their behaviour www.flickr.com/photos/soundslogical/4255801733
    • C'%*6* & prior knowledge plays a key role
    • T&#,'r messaging & tone of voice www.flickr.com/photos/pgoyette/168076182
    • C'%"#)!r location & cultural differences www.flickr.com/photos/scary_mary/5700384580
    • “ V#"#* #%*!%* 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. ” - E-'%"(,*&%-+ www.flickr.com/photos/g-ratphotos/3404474275
    • M&4! ("! 'f different ways to capture & engage the user www.flickr.com/photos/snugglepup/5225953124
    • T!,, & continuos story with delights along the way www.maxfactor.co.uk
    • C'%"#)!r & &)&p* your message across touch points
    • E%"(r! *0! .!""&$! is considered & delivered across devices www.flickr.com/photos/visualpunch/7351572896
    • “ C'%*!%* %!!)" *' b! -0'r!'$r&p0!) to ensure the intended message is preserved on any device and at any width “ - Tr!%* W&,*'% www.thismanslife.co.uk/projects/lab/responsivewireframes/#desktop/
    • “ A $'') p#!-! 'f UX has a narrative and clearly tells a story, or at least part of a story on a particular journey. As a designer - everything I do and make is communicating something to someone. ” - S*!v! W0#**#%$*'% Design Director Dare www.flickr.com/photos/g-ratphotos/3404474275
    • W0'!v!r our work is for, we always need to sell it www.flickr.com/photos/jox1989/5143301136
    • I* &,, "*&r* w#*0 Once upon a time... www.flickr.com/photos/snugglepup/3317051065
    • Or maybe O%-! (p'% & )!"#$%... www.flickr.com/photos/snugglepup/3317051065
    • A%+ questions? www.flickr.com/photos/perolofforsberg/6691744587
    • /&%4 +'( @annadahlstrom | anna.dahlstrom@gmail.com www.annadahlstrom.com www.flickr.com/photos/katerha/8435321969