The Need for Storytelling in   User Experience Design   Sarah Doody   User Experience Designer + Storyteller   www.sarahdo...
Outline Introduction Why we need storytelling The product story Establish Evangelize Execute Evolve Conclusion & QASarah D...
Part II:      Why we need storytellingSarah Doody | The Need For Storytelling in User Experience Design
Background   I’m a user experience designer.               And a product strategist.                     ( but I realized ...
Perspective                                                PRODUCT /                                                 DESIG...
Telephone GameSarah Doody | The Need For Storytelling in User Experience Design
Observation      Far too often teams       focus on execution        before defining a     product opportunity or        va...
Symptoms & Effects       Product                                         Team           Users  • Scope creep              ...
“It doesn’t matter how good            your (engineering) team is if         they are not given something                 ...
Root Problem    Too many teams focus     on the how and what      of a product, letting      why get left behind.Sarah Doo...
A product is more than    a website, transaction,       or feature list ...Sarah Doody | The Need For Storytelling in User...
A great product should solve a problem or create   opportunity that adds  value to someone’s life.Sarah Doody | The Need F...
Goal of the product story                why                                                 how   what   Ensure your prod...
Part II:      Developing a product storySarah Doody | The Need For Storytelling in User Experience Design
1: Establish                                                       The               4. Evolve                            ...
There are two possible             why’s for your product:                          Solve a problem                       ...
TripIt: Solving a problem Why? Simplify the Internet travel experience. How? Organize your travel. What? Create master iti...
Creating an opportunity                                  http://www.youtube.com/watch?v=eSnIjkcJGIoSarah Doody | The Need ...
Creating an opportunity Why? Reinvent the running experience. How? Online platform and branded world that integrated physi...
Creating an opportunity Why? Make your financial life easier. How? Putting your financial information in one place. What? Bu...
Example: Lack of story                                                      “A real time                                  ...
Example: Lack of storySarah Doody | The Need For Storytelling in User Experience Design
The “how should I use Evernote” project ...                                   http://www.youtube.com/watch?v=1Kcp9iKqOUgSa...
(Letting users tell the story)   Why?   Remember everything.   How?   Capture any moment, idea, inspiration, or experience...
Establishing your product story • Be observant and curious • Question why things are the way they are • Be your customer •...
1: Establish                                                       The               4. Evolve                            ...
Spread the story                                                                    PRODUCT /                             ...
Tactical examples • Embrace a culture of storytelling • Always map back to “why” • Contextualize facts and derive meaning ...
1: Establish                                                       The               4. Evolve                            ...
And then you launch ...         After you built it, did they                  come?         Did they understand your      ...
Evaluating response  • Are you getting users  • What are the users saying  • What is the press saying  • Fall in love with...
1: Establish                                                       The               4. Evolve                            ...
Don’t be afraid to          change your story,             many times.Sarah Doody | The Need For Storytelling in User Expe...
Part III:      Learnings & ResourcesSarah Doody | The Need For Storytelling in User Experience Design
Conclusions Why we need storytelling 1. Cohesive and value based product 2. Dedicated team / maximum impact 3. Engaged use...
ResourcesSarah Doody | The Need For Storytelling in User Experience Design
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The Need for Storytelling in User Experience Design

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Learn why we need storytelling at the heart of user experience and product development.

Sarah Doody, a New York City based user experience designer and storyteller, explains how investing time up front to identify your product's story can help you avoid a common set of problems teams face when they go through the product development and user experience design process.

www.sarahdoody.com

* Presentation was originally given at General Assembly's UX Day on August 24, 2011 in New York, NY.

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The Need for Storytelling in User Experience Design

  1. 1. The Need for Storytelling in User Experience Design Sarah Doody User Experience Designer + Storyteller www.sarahdoody.com August 24, 2011 @sarahdoody #storytellingUX sarah@sarahdoody.comSarah Doody | The Need For Storytelling in User Experience Design 1
  2. 2. Outline Introduction Why we need storytelling The product story Establish Evangelize Execute Evolve Conclusion & QASarah Doody | The Need For Storytelling in User Experience Design
  3. 3. Part II: Why we need storytellingSarah Doody | The Need For Storytelling in User Experience Design
  4. 4. Background I’m a user experience designer. And a product strategist. ( but I realized that I’m a storyteller first)Sarah Doody | The Need For Storytelling in User Experience Design
  5. 5. Perspective PRODUCT / DESIGN TECH MARKETINGSarah Doody | The Need For Storytelling in User Experience Design
  6. 6. Telephone GameSarah Doody | The Need For Storytelling in User Experience Design
  7. 7. Observation Far too often teams focus on execution before defining a product opportunity or value proposition.Sarah Doody | The Need For Storytelling in User Experience Design
  8. 8. Symptoms & Effects Product Team Users • Scope creep • Chasing tasks • Confusing ux • Extended timeline • Burn out • Slow adoption • Over budget • No passion • No adoption • Scope reduction • Frustration • No word of mouthSarah Doody | The Need For Storytelling in User Experience Design
  9. 9. “It doesn’t matter how good your (engineering) team is if they are not given something worthwhile to build.” Marty Cagan Inspired: How To Create Products Customers LoveSarah Doody | The Need For Storytelling in User Experience Design
  10. 10. Root Problem Too many teams focus on the how and what of a product, letting why get left behind.Sarah Doody | The Need For Storytelling in User Experience Design
  11. 11. A product is more than a website, transaction, or feature list ...Sarah Doody | The Need For Storytelling in User Experience Design
  12. 12. A great product should solve a problem or create opportunity that adds value to someone’s life.Sarah Doody | The Need For Storytelling in User Experience Design
  13. 13. Goal of the product story why how what Ensure your product is rooted in solutions or opportunities.Sarah Doody | The Need For Storytelling in User Experience Design
  14. 14. Part II: Developing a product storySarah Doody | The Need For Storytelling in User Experience Design
  15. 15. 1: Establish The 4. Evolve Product 2. Evangelize Story 3. EvaluateSarah Doody | The Need For Storytelling in User Experience Design
  16. 16. There are two possible why’s for your product: Solve a problem or Create an opportunitySarah Doody | The Need For Storytelling in User Experience Design
  17. 17. TripIt: Solving a problem Why? Simplify the Internet travel experience. How? Organize your travel. What? Create master itineraries, plan trips, share, discovery, logistics, mobile appsSarah Doody | The Need For Storytelling in User Experience Design
  18. 18. Creating an opportunity http://www.youtube.com/watch?v=eSnIjkcJGIoSarah Doody | The Need For Storytelling in User Experience Design
  19. 19. Creating an opportunity Why? Reinvent the running experience. How? Online platform and branded world that integrated physical, virtual, and social. What? Track your runs, power songs, competitions, goals, progress history, friendsSarah Doody | The Need For Storytelling in User Experience Design
  20. 20. Creating an opportunity Why? Make your financial life easier. How? Putting your financial information in one place. What? Budgets, alerts, investment tracking, categorization.Sarah Doody | The Need For Storytelling in User Experience Design
  21. 21. Example: Lack of story “A real time communication platform” (this is ‘what’ and not ‘why’)Sarah Doody | The Need For Storytelling in User Experience Design
  22. 22. Example: Lack of storySarah Doody | The Need For Storytelling in User Experience Design
  23. 23. The “how should I use Evernote” project ... http://www.youtube.com/watch?v=1Kcp9iKqOUgSarah Doody | The Need For Storytelling in User Experience Design
  24. 24. (Letting users tell the story) Why? Remember everything. How? Capture any moment, idea, inspiration, or experience on any device. What? Make the information accessible everywhere, searchable, sharable, etc.Sarah Doody | The Need For Storytelling in User Experience Design
  25. 25. Establishing your product story • Be observant and curious • Question why things are the way they are • Be your customer • Use real life experiences • Write the press release you want after you launchSarah Doody | The Need For Storytelling in User Experience Design
  26. 26. 1: Establish The 4. Evolve Product 2. Evangelize Story 3. EvaluateSarah Doody | The Need For Storytelling in User Experience Design
  27. 27. Spread the story PRODUCT / DESIGN Do whatever it takes to make the story spread WHY and stick TECH MARKETINGSarah Doody | The Need For Storytelling in User Experience Design
  28. 28. Tactical examples • Embrace a culture of storytelling • Always map back to “why” • Contextualize facts and derive meaning • Develop personas • Identify ambassadorsSarah Doody | The Need For Storytelling in User Experience Design
  29. 29. 1: Establish The 4. Evolve Product 2. Evangelize Story 3. EvaluateSarah Doody | The Need For Storytelling in User Experience Design
  30. 30. And then you launch ... After you built it, did they come? Did they understand your story?Sarah Doody | The Need For Storytelling in User Experience Design
  31. 31. Evaluating response • Are you getting users • What are the users saying • What is the press saying • Fall in love with the story of dataSarah Doody | The Need For Storytelling in User Experience Design
  32. 32. 1: Establish The 4. Evolve Product 2. Evangelize Story 3. EvaluateSarah Doody | The Need For Storytelling in User Experience Design
  33. 33. Don’t be afraid to change your story, many times.Sarah Doody | The Need For Storytelling in User Experience Design
  34. 34. Part III: Learnings & ResourcesSarah Doody | The Need For Storytelling in User Experience Design
  35. 35. Conclusions Why we need storytelling 1. Cohesive and value based product 2. Dedicated team / maximum impact 3. Engaged users who will spread your story Storytelling in the UX process 1. Establish your story 2. Evangelize with your team and users 3. Evaluate a minimum desirable product 4. Evolve and evaluate the story as users shape itSarah Doody | The Need For Storytelling in User Experience Design
  36. 36. ResourcesSarah Doody | The Need For Storytelling in User Experience Design

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