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 Developing your stories Applying stories Rules of thumb
  3. 3. INTRODUCTIONS Who you are What you do Why you are in this workshop
  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. HOW STORY WORKS
  19. 19. Beginning Middle End
  20. 20. Hero Goal Exposition
  21. 21. Inciting Incident or Problem Hero Goal Exposition
  22. 22. Rising Action Inciting Incident or Problem Hero Goal Exposition
  23. 23. Rising Action Inciting Incident or Problem Hero Goal Exposition Crisis
  24. 24. Climax or Resolution Rising Action Inciting Incident or Problem Hero Goal Exposition Crisis
  25. 25. Falling Action Climax or Resolution Rising Action Inciting Incident or Problem Hero Goal Exposition Crisis Denouement
  26. 26. End Falling Action Climax or Resolution Rising Action Inciting Incident or Problem Hero Goal Exposition Crisis Denouement
  27. 27. End Falling Action Climax or Resolution Rising Action Inciting Incident or Problem Hero Goal Exposition Crisis Denouement
  28. 28. LIFE IS A STORY YOU ARE THE HERO
  29. 29. EXERCISE End Falling Action Climax or Resolution Rising Action Inciting Incident or Problem Hero Goal Exposition Crisis Denouement
  30. 30. 3STORIES
  31. 31. CONCEPT STORIES ORIGIN STORIES USAGE STORIES
  32. 32. CONCEPT STORIES ORIGIN STORIES USAGE STORIES
  33. 33. http://answers.oreilly.com/topic/1864-gamestorming-elevator-pitch/
  34. 34. Goal Met Who 
 Goal Value & Competitive advantage Problem Product Name Market Category Takeaway Competition
  35. 35. 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?
  36. 36. 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)
  37. 37. http://mobile-review.com/articles/2010/iphone-history1-en.shtml Patents 20070152979 20070155369 20070155434 July 24, 2006
  38. 38. iPhone Smartphone Listen to Music
 Make Phone Calls Sucks to Carry Two Devices Difficult to Use (Cliffhanger) 2-in-1
  39. 39. CommunicateCommunicate The best way to communicate
 Works like magic
 3-in-1 Smartphones Suck iPhone Smartphone Want Don’t want Usability iPod Phone
  40. 40. HELLO.
  41. 41. 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
  42. 42. 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
  43. 43. CONCEPT STORIES ORIGIN STORIES USAGE STORIES
  44. 44. Collect & Share Collect images
 Share images Visual collecting & sharing! It’s a pain Discover Pinterest Sign up Homepage Landing page App store Email Ad Eh
  45. 45. Goal met Who 
 Goal Why they should care
 problem solved 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 } Resistance
  46. 46. 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
  47. 47. 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)
  48. 48. Sign up Collect and share something
  49. 49. Sign up Collect and share something
  50. 50. CONCEPT STORIES ORIGIN STORIES USAGE STORIES
  51. 51. Inciting Incident
  52. 52. Rising Action
  53. 53. Rising Action
  54. 54. Rising Action
  55. 55. Crisis
  56. 56. Climax
  57. 57. Falling Action
  58. 58. End
  59. 59. Home 
 In the KnowWant To Be In the Know Access + Membership
 Friends Are Here? Sign up Onboarding Flow Finish
 Flow Boredom Lack of value
  60. 60. 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
  61. 61. MICRO-STORIES AND HABIT LOOPS
  62. 62. Hours 1 2 3 4 5 6 ∞ Days Months Years LONG-TERM ENGAGEMENT
  63. 63. End Falling Action Climax or Resolution Rising Action Inciting Incident or Problem Hero Goal Exposition Crisis Denouement EXERCISE } Concept Origin Usage GREATNORTHELECTRIC.COM
  64. 64. APPLY YOUR STORIES
  65. 65. LOOK
  66. 66. LOOK
  67. 67. LISTEN
  68. 68. COMMUNICATE
  69. 69. ILLUSTRATED Cheng, Kevin. 2012. See What I Mean. New York: Rosenfeld Media. rosenfeldmedia.com/books/comics/ VISUALIZE
  70. 70. VISUALIZE
  71. 71. VISUALIZE
  72. 72. ACT IT OUT
  73. 73. WRITE
  74. 74. Gap analysis SWOT analysis Requirements gathering Needs assessment SUPPORT
  75. 75. RULES OF THUMB Stories are character-driven Characters are goal-driven Conflict is key Goals are measurable Goals can change
  76. 76. WHAT IS THE STORY?
  77. 77. DONNA LICHAW GREATNORTHELECTRIC.COM @DLICHAW THANK YOU.
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