STORYMAPPING
THE EXPERIENCE
DONNA LICHAW
GREATNORTHELECTRIC.COM
@DLICHAW
TODAY’S AGENDA
Why story?
How stories work
Types of stories
Developing your stories
Applying stories
Rules of thumb
INTRODUCTIONS
Who you are
What you do
Why you are here
THE WAY THINGS WERE
Designing for the Digital Age: Creating Human-Centered Products and Services
Table 16.8. Sketching from a scenario.
Scenar...
Hinman, Rachel. 2012. The Mobile Frontier. New York: Rosenfeld Media. www.rosenfeldmedia.com/books/mobile-design/
Hinman, Rachel. 2012. The Mobile Frontier. New York: Rosenfeld Media. www.rosenfeldmedia.com/books/mobile-design/
FLAT FLOWS
High bounce rates
Low conversion
Low activation
Low engagement
High funnel drop-off
STORYTELLING
STORYTELLING
there’s A Formula For That
STORYTELLINGMAPPING
http://www.denofgeek.com/tv/breaking-bad/27141/see-inside-the-breaking-bad-writers-room
http://www.sundance.tv/series/the-writers-room/photos/the-writers-room-breaking-bad#/9
Not to be confused with…
http://www.agileproductdesign.com/blog/the_new_backlog.html
It’s more like…
MAKE THINGS GO
BOOM
WHAT IS A STORY?
What does story DO
Beginning Middle End
Hero
Goal
Exposition
Inciting Incident
or Complication
Hero
Goal
Exposition
Rising Action
Inciting Incident
or Complication
Hero
Goal
Exposition
Rising Action
Inciting Incident
or Complication
Hero
Goal
Exposition
Crisis
Climax or Resolution
Rising Action
Inciting Incident
or Complication
Hero
Goal
Exposition
Crisis
Falling
Action
Climax or Resolution
Rising Action
Inciting Incident
or Complication
Hero
Goal
Exposition
Crisis
Denouement
End
Falling
Action
Climax or Resolution
Rising Action
Inciting Incident
or Complication
Hero
Goal
Exposition
Crisis
Denoue...
LIFE IS A STORY
EXERCISE
End
Falling
Action
Climax or Resolution
Rising Action
Inciting Incident
or Complication
Hero
Goal
Exposition
Cris...
3STORIES
CONCEPT STORIES
ORIGIN STORIES
USAGE STORIES
CONCEPT STORIES
ORIGIN STORIES
USAGE STORIES
http://answers.oreilly.com/topic/1864-gamestorming-elevator-pitch/
iPhone
Smartphone
Listen to Music

Make Phone Calls
Sucks to Carry
Two Devices
2-in-1
iPod
Phone
Listen to music

Make pho...
http://mobile-review.com/articles/2010/iphone-history1-en.shtml
Patents
20070152979
20070155369
20070155434
July 24, 2006
2-in-1
iPhone
Smartphone
Want
iPod
Phone
Listen to Music

Make Phone Calls
Listen to Music

Make Phone Calls
Sucks to Carr...
iPhone
Smartphone
Listen to Music

Make Phone Calls
Sucks to Carry
Two Devices
Difficult to Use
(Cliffhanger)
2-in-1
CommunicateCommunicate
The best way to communicate

Works like magic

3-in-1
Smartphones Suck
iPhone
Smartphone
Want
Don’t...
Goal Met
Who 

Goal
Value & Competitive advantage
Problem
Product Name
Market Category
Takeaway
Competition
CONCEPT STORIES
Who a product is for
Why someone would use it
What a product is
How it’s better than the competition
ORIGI...
CONCEPT STORIES
Who a product is for
Why someone would use it
What a product is
How it’s better than the competition
ORIGI...
CONCEPT STORIES
ORIGIN STORIES
USAGE STORIES
Collect & Share
Collect images

Share images
Visual collecting & sharing!
It’s a pain
Discover Pinterest
Sign up
Homepage
...
Goal met and
problem solvedWho 

Goal
Why they should care
Problem

Trigger

Painpoint
Discover product
Action
Word of mou...
CONCEPT STORIES
ORIGIN STORIES
Who a product is for
Why someone would want to use it
How they will discover the product
Wh...
CONCEPT STORIES
ORIGIN STORIES
Who a product is for
Why someone would want to use it
How they will discover the product
Wh...
CONCEPT STORIES
ORIGIN STORIES
USAGE STORIES
Inciting
Incident
Rising
Action
Rising
Action
Rising
Action
Crisis
Climax
Falling
Action
End
Home 

In the KnowWant To Be In the Know
Access + Membership

Friends Are Here?
Sign up
Onboarding Flow
Finish

Flow
Bored...
EXERCISE
End
Falling
Action
Climax or Resolution
Rising Action
Inciting Incident
or Complication
Hero
Goal
Exposition
Crisis
Denoue...
BRINGING YOUR
STORIES TO LIFE
LOOK
LOOK
LISTEN
COMMUNICATE
ILLUSTRATED
Cheng, Kevin. 2012. See What I Mean. New York: Rosenfeld Media. rosenfeldmedia.com/books/comics/
VISUALIZE
VISUALIZE
VISUALIZE
ACT IT OUT
WRITE
Gap analysis
SWOT analysis
Requirements gathering
Needs assessment
SUPPORT
RULES OF THUMB
Stories are character-driven
Characters are goal-driven
Conflict is key
Goals are measurable
Goals can chan...
WHAT IS THE STORY?
THANK
YOU.
DONNA LICHAW
GREATNORTHELECTRIC.COM
@DLICHAW
Storymapping the Experience
Storymapping the Experience
Storymapping the Experience
Storymapping the Experience
Storymapping the Experience
Storymapping the Experience
Storymapping the Experience
Storymapping the Experience
Storymapping the Experience
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Storymapping the Experience

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What does a great experience have in common with a great story? Everything. While creating an 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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Storymapping the Experience

  1. 1. STORYMAPPING THE EXPERIENCE DONNA LICHAW GREATNORTHELECTRIC.COM @DLICHAW
  2. 2. TODAY’S AGENDA Why story? How stories work Types of stories Developing your stories Applying stories Rules of thumb
  3. 3. INTRODUCTIONS Who you are What you do Why you are here
  4. 4. THE WAY THINGS WERE
  5. 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. 6. Hinman, Rachel. 2012. The Mobile Frontier. New York: Rosenfeld Media. www.rosenfeldmedia.com/books/mobile-design/
  7. 7. Hinman, Rachel. 2012. The Mobile Frontier. New York: Rosenfeld Media. www.rosenfeldmedia.com/books/mobile-design/
  8. 8. FLAT FLOWS High bounce rates Low conversion Low activation Low engagement High funnel drop-off
  9. 9. STORYTELLING
  10. 10. STORYTELLING there’s A Formula For That
  11. 11. STORYTELLINGMAPPING
  12. 12. http://www.denofgeek.com/tv/breaking-bad/27141/see-inside-the-breaking-bad-writers-room
  13. 13. http://www.sundance.tv/series/the-writers-room/photos/the-writers-room-breaking-bad#/9
  14. 14. Not to be confused with…
  15. 15. http://www.agileproductdesign.com/blog/the_new_backlog.html
  16. 16. It’s more like…
  17. 17. MAKE THINGS GO BOOM
  18. 18. WHAT IS A STORY? What does story DO
  19. 19. Beginning Middle End
  20. 20. Hero Goal Exposition
  21. 21. Inciting Incident or Complication Hero Goal Exposition
  22. 22. Rising Action Inciting Incident or Complication Hero Goal Exposition
  23. 23. Rising Action Inciting Incident or Complication Hero Goal Exposition Crisis
  24. 24. Climax or Resolution Rising Action Inciting Incident or Complication Hero Goal Exposition Crisis
  25. 25. Falling Action Climax or Resolution Rising Action Inciting Incident or Complication Hero Goal Exposition Crisis Denouement
  26. 26. End Falling Action Climax or Resolution Rising Action Inciting Incident or Complication Hero Goal Exposition Crisis Denouement
  27. 27. LIFE IS A STORY
  28. 28. EXERCISE End Falling Action Climax or Resolution Rising Action Inciting Incident or Complication Hero Goal Exposition Crisis Denouement
  29. 29. 3STORIES
  30. 30. CONCEPT STORIES ORIGIN STORIES USAGE STORIES
  31. 31. CONCEPT STORIES ORIGIN STORIES USAGE STORIES
  32. 32. http://answers.oreilly.com/topic/1864-gamestorming-elevator-pitch/
  33. 33. iPhone Smartphone Listen to Music
 Make Phone Calls Sucks to Carry Two Devices 2-in-1 iPod Phone Listen to music
 Make phone calls Want
  34. 34. http://mobile-review.com/articles/2010/iphone-history1-en.shtml Patents 20070152979 20070155369 20070155434 July 24, 2006
  35. 35. 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)
  36. 36. iPhone Smartphone Listen to Music
 Make Phone Calls Sucks to Carry Two Devices Difficult to Use (Cliffhanger) 2-in-1
  37. 37. CommunicateCommunicate The best way to communicate
 Works like magic
 3-in-1 Smartphones Suck iPhone Smartphone Want Don’t want Usability iPod Phone
  38. 38. Goal Met Who 
 Goal Value & Competitive advantage Problem Product Name Market Category Takeaway Competition
  39. 39. 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
  40. 40. 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
  41. 41. CONCEPT STORIES ORIGIN STORIES USAGE STORIES
  42. 42. Collect & Share Collect images
 Share images Visual collecting & sharing! It’s a pain Discover Pinterest Sign up Homepage Landing page App store Email Ad
  43. 43. 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 }
  44. 44. 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
  45. 45. 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)
  46. 46. CONCEPT STORIES ORIGIN STORIES USAGE STORIES
  47. 47. Inciting Incident
  48. 48. Rising Action
  49. 49. Rising Action
  50. 50. Rising Action
  51. 51. Crisis
  52. 52. Climax
  53. 53. Falling Action
  54. 54. End
  55. 55. Home 
 In the KnowWant To Be In the Know Access + Membership
 Friends Are Here? Sign up Onboarding Flow Finish
 Flow Boredom Lack of value
  56. 56. EXERCISE
  57. 57. End Falling Action Climax or Resolution Rising Action Inciting Incident or Complication Hero Goal Exposition Crisis Denouement EXERCISE } Concept Origin Usage GREATNORTHELECTRIC.COM/STORYMAPPING
  58. 58. BRINGING YOUR STORIES TO LIFE
  59. 59. LOOK
  60. 60. LOOK
  61. 61. LISTEN
  62. 62. COMMUNICATE
  63. 63. ILLUSTRATED Cheng, Kevin. 2012. See What I Mean. New York: Rosenfeld Media. rosenfeldmedia.com/books/comics/ VISUALIZE
  64. 64. VISUALIZE
  65. 65. VISUALIZE
  66. 66. ACT IT OUT
  67. 67. WRITE
  68. 68. Gap analysis SWOT analysis Requirements gathering Needs assessment SUPPORT
  69. 69. RULES OF THUMB Stories are character-driven Characters are goal-driven Conflict is key Goals are measurable Goals can change
  70. 70. WHAT IS THE STORY?
  71. 71. THANK YOU. DONNA LICHAW GREATNORTHELECTRIC.COM @DLICHAW
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