Story First: Crafting Products That Engage
While many of us seek out the newest and shiniest tools, methods, and processes to design products and services, we often overlook one of the oldest, leanest, most effective tools out there: the structurally sound story. Whether we are consciously aware of it in the moment or not, we humans experience everything as if it was a story – the better the story, the more engaging, memorable, and repeatable the end-experience. In this talk, you will learn how taking a story-first approach to design and development can help you engineer products and services that better engage your customers, just like a TV show or movie. You'll see how using story as a tool will help you not just talk about products and services, but build them plot point, by plot point, ultimately setting the foundation for your product's success. -- About Donna Lichaw Donna is the author of The User’s Journey: Storymapping Products That People Love. Through her writing, speaking, and much loved Storymapping Workshop, Donna guides startups, non-profits, and global brands in optimizing their digital products and services by providing them with a simplified way to drive user engagement. Utilizing her ‘story first’ approach, she helps organizations define and refine their value proposition, transform their thinking, and better engage with their core customers. Recognized as a thought leader in storytelling and customer engagement strategies, she has presented as a keynote speaker at design and technology conferences in the US, Canada and Europe. She has also taught courses at New York University, Northwestern University, The School of Visual Arts, and Parsons the New School for Design. Prior to her career in technology, she refined her talent for storytelling and narrative development as an award-winning documentary filmmaker. You can find her on the web at www.donnalichaw.com.
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Story First: Crafting Products That Engage
- 1. DONNA LICHAW | DONNALICHAW.COM | @DLICHAW STORY FIRST CRAFTING PRODUCTS THAT ENGAGE
- 10. Rising Action Inciting Incident or Problem Hero Goal Exposition
- 11. Rising Action Inciting Incident or Problem Hero Goal Exposition Crisis
- 12. Climax or Resolution Rising Action Inciting Incident or Problem Hero Goal Exposition Crisis
- 13. Falling Action Climax or Resolution Rising Action Inciting Incident or Problem Hero Goal Exposition Crisis Denouement
- 14. End Falling Action Climax or Resolution Rising Action Inciting Incident or Problem Hero Goal Exposition Crisis Denouement
- 15. End Falling Action Climax or Resolution Rising Action Inciting Incident or Problem Hero Goal Exposition Crisis Denouement
- 17. LIFE IS A STORY YOU ARE THE HERO
- 18. Goal Met Who Goal Value & Competitive advantage Problem Product Name Market Category Takeaway Competition
- 20. iPhone Smartphone Listen to Music Make Phone Calls Sucks to Carry Two Devices 2-in-1 iPod Phone Usability Cost Listen to music Make phone calls Want?
- 21. 2-in-1 iPhone Smartphone Want iPod Phone Listen to Music Make Phone Calls Listen to Music Make Phone Calls Sucks to Carry Two Devices 2-in-1 (Anticlimactic)
- 23. iPhone Smartphone Listen to Music Make Phone Calls Sucks to Carry Two Devices Difficult to Use (Cliffhanger) 2-in-1
- 24. CommunicateCommunicate The best way to communicate Works like magic 3-in-1 Smartphones Suck iPhone Smartphone Want Don’t want Usability iPod Phone
- 27. Rising Action
- 28. Rising Action
- 29. Rising Action
- 30. Crisis
- 31. Climax
- 32. Falling Action
- 33. End
- 34. Goal Met Who Goal Solve Problem Experience Value Problem Incentive CTA Flow Finish Flow Impediment Sign up Payment Funnel drop-off (metrics) Mental hurdles Boredom Lack of value Usability
- 35. MICRO-STORIES AND HABIT LOOPS
- 36. Hours 1 2 3 4 5 6 ∞ Days Weeks Months Years LONG-TERM engagement
- 38. THERE IS NO SUCH THING AS AN ACTUAL EXPERIENCE
- 40. WHAT’S THE STORY? Who is your hero? What is their goal? How might this story play out?