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Storymapping the User Experience

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What does a great user experience have in common with a great story? Everything. While creating a user experience that engages, influences, and excites can sometimes seem daunting, crafting a great …

What does a great user experience have in common with a great story? Everything. While creating a user experience that engages, influences, and excites can sometimes seem daunting, crafting a great story is actually quite quick and easy.

See how simple storytelling techniques can transform your next product, feature, UI, flow, or strategy from good to great. Whether you are creating a product, service, or feature from scratch or improving one for conversion, activation, or engagement, strategic storytelling will help you figure out what you need to do, when, and how you need to do it, so that you get the results you need.

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  • 1. STORYMAPPING THE USER EXPERIENCE DONNA LICHAW GREATNORTHELECTRIC.COM @DLICHAW
  • 2. TODAY’S AGENDA What is storymapping? Why story? Types of stories How to bring your stories to life
  • 3. INTRODUCTIONS Who you are What you do Why you are here
  • 4. THE WAY THINGS WERE
  • 5. Designing for the Digital Age: Creating Human-Centered Products and Services Table 16.8. Sketching from a scenario. Scenario step Sketch Comments 1. Laura takes a call from Mr. Cowell, who needs to make an appointment for his cat to have a tumor removed. Laura finds him in the client list and opens his record to see detail in the client over- view display area, which shows that Mr. Cowell has three cats, one of whom is flagged for follow-up. cowell,bob cowell,tom find cowell client list workspace fluffy xenaclient 2 1 3 This first sketch draws upon the organizer/workspace pattern and the data model, which indicates that pets are parts of the client record. The “find” field is understood as a placeholder for some way or ways to locate clients.
  • 6. Hinman, Rachel. 2012. The Mobile Frontier. New York: Rosenfeld Media. www.rosenfeldmedia.com/books/mobile-design/
  • 7. Hinman, Rachel. 2012. The Mobile Frontier. New York: Rosenfeld Media. www.rosenfeldmedia.com/books/mobile-design/
  • 8. FLAT FLOWS High bounce rates Low conversion Low activation Low engagement High funnel drop-off
  • 9. STORYTELLING
  • 10. STORYTELLING there’s A Formula For That
  • 11. STORYTELLINGMAPPING
  • 12. http://www.denofgeek.com/tv/breaking-bad/27141/see-inside-the-breaking-bad-writers-room
  • 13. http://www.sundance.tv/series/the-writers-room/photos/the-writers-room-breaking-bad#/9
  • 14. Not to be confused with…
  • 15. http://www.agileproductdesign.com/blog/the_new_backlog.html
  • 16. It’s more like…
  • 17. MAKE THINGS GO BOOM
  • 18. WHAT IS A STORY? What does story DO
  • 19. Hero Goal Exposition
  • 20. Inciting Incident or Complication Hero Goal Exposition
  • 21. Rising Action Inciting Incident or Complication Hero Goal Exposition
  • 22. Rising Action Inciting Incident or Complication Hero Goal Exposition Crisis
  • 23. Climax Rising Action Inciting Incident or Complication Hero Goal Exposition Crisis
  • 24. End Falling Action Climax or Resolution Rising Action Inciting Incident or Complication Hero Goal Exposition Crisis Denouement
  • 25. End Falling Action Climax or Resolution Rising Action Inciting Incident or Complication Hero Goal Exposition Crisis Denouement
  • 26. LIFE IS A STORY
  • 27. EXERCISE End Falling Action Climax or Resolution Rising Action Inciting Incident or Complication Hero Goal Exposition Crisis Denouement
  • 28. 3STORIES
  • 29. CONCEPT STORIES ORIGIN STORIES USAGE STORIES
  • 30. CONCEPT STORIES ORIGIN STORIES USAGE STORIES
  • 31. http://answers.oreilly.com/topic/1864-gamestorming-elevator-pitch/
  • 32. Goal Met Who 
 Goal Value & Competitive advantage Problem Product Name Market Category Takeaway Competition
  • 33. CommunicationCommunication The Best Way to Communicate
 3-in-1 Sucks to Carry Two Devices iPhone Smartphone Want Don’t want Usability iPod Phone
  • 34. The best way to communicate
 3-in-1 iPhone Smartphone Want Don’t want Usability iPod Phone CommunicationCommunication Sucks to Carry Two Devices 2-in-1
  • 35. http://mobile-review.com/articles/2010/iphone-history1-en.shtml Patents 20070152979 20070155369 20070155434 July 24, 2006 ANTICLIMACTIC
  • 36. iPhone Smartphone Communication Sucks to Carry Two Devices Meh
  • 37. CONCEPT STORIES Who a product is for Why someone would use it What a product is How it’s better than the competition ORIGIN STORIES
  • 38. CONCEPT STORIES Who a product is for Why someone would use it What a product is How it’s better than the competition ORIGIN STORIES } Target market Problem space Product definition Value proposition/Competitive advantage
  • 39. CONCEPT STORIES ORIGIN STORIES USAGE STORIES
  • 40. Collect & Share Collect images
 Share images Visual collecting & sharing! It’s a pain Discover Pinterest Sign up Homepage Landing page App store Email Ad
  • 41. Goal met and problem solvedWho 
 Goal Why they should care Problem
 Trigger
 Painpoint Discover product Action Word of mouth Paid advertising Google search App store Other channels/touchpoints Acquisition Activation Conversion Awareness Measureable Homepage Landing page App store Email Ad }
  • 42. CONCEPT STORIES ORIGIN STORIES Who a product is for Why someone would want to use it How they will discover the product What value/affordances someone should see What action(s) they should take
  • 43. CONCEPT STORIES ORIGIN STORIES Who a product is for Why someone would want to use it How they will discover the product What value/affordances someone should see What action(s) they should take } Target market Problem space Acquisition funnels, Mktg, SEO Requirements, Copy, Assets CTA(s)
  • 44. CONCEPT STORIES ORIGIN STORIES USAGE STORIES
  • 45. 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
  • 46. Inciting Incident
  • 47. Rising Action
  • 48. Crisis
  • 49. Climax
  • 50. Falling Action
  • 51. End
  • 52. ConnectedWant To Be In the Know In the Know
 Friends Are Here? Sign up Onboarding Flow Finish
 Flow Boredom Lack of value
  • 53. EXERCISE
  • 54. End Falling Action Climax or Resolution Rising Action Inciting Incident or Complication Hero Goal Exposition Crisis Denouement EXERCISE } Concept Origin Usage
  • 55. BRINGING YOUR STORIES TO LIFE
  • 56. LOOK
  • 57. LOOK
  • 58. LISTEN
  • 59. COMMUNICATE
  • 60. ILLUSTRATED Cheng, Kevin. 2012. See What I Mean. New York: Rosenfeld Media. rosenfeldmedia.com/books/comics/ VISUALIZE
  • 61. VISUALIZE
  • 62. VISUALIZE
  • 63. ACT IT OUT
  • 64. WRITE
  • 65. Gap analysis SWOT analysis Requirements gathering Needs assessment SUPPORT
  • 66. RULES OF THUMB Stories are character-driven Characters are goal-driven Conflict is key Stories are measurable Goals can change
  • 67. WHAT IS THE STORY?
  • 68. THANK YOU. DONNA LICHAW GREATNORTHELECTRIC.COM @DLICHAW

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