What’s the Story? Infusing experiences with the craft of storytelling

What’s the Story? Infusing Experiences with the Craft of Storytelling! Séamus T. Byrne

Introduction • Séamus Byrne ‣ Creative Director at Graphic Mint ‣ My background ‣ The Organic City ‣ Ongoing Narrative

Contents • Why do Stories Matter? • The Evolution of Storytelling with Technology • Storytelling in the UXiverse ‣ Business Narratives ‣ Customer Narratives ‣ User Narratives • Infusing Experiences with Storytelling

Why do Stories Matter? “We experience life as a series of ongoing narratives, as conﬂicts, characters, beginnings, middles and ends.” – Dr. Walter Fischer

Stories and Community • It is through the sharing of stories that communities: ‣ Build their identities, pass on tradition, construct meaning

The Evolution of Storytelling with Technology • Allowing storytellers to re-craft compelling tales in emerging media

LascaUX Caves • Estimated to be 17,000 years old • First recorded evidence of human storytelling • Depicting 2,000 ﬁgures: animals, humans and abstract signs Once Upon a Time...

Oral Tradition • Stories passed on from Generation to Generation • Verbally transmitted folktales, sayings, ballads, song or chants • Most commonly referenced by the bard

Written Alphabet • Text Replaced the Oral Tradition (partially) • 850 B.C. Homer the bard writes the oldest work of western literature: The Iliad

The Book of Kells • Circa 800 A.D. the book depicts the 4 Gospels • Illuminated manuscript: juxtaposed pictorial art and text

The Printing Press • Brought about by Gutenberg in 1439 • More people had access to new and old knowledge • Brought about a scientiﬁc revolution, rise of the novel

The 20th Century • Film, Radio and Television were born • Story was re-purposed for the different media

Linear Stories

The Internet • In 1969, the Internet was born • The Digital Age: Digital and Interactive Storytelling

The Modern Narrative • Web 2.0: Blogging, Micro-blogging, Social Networks • New Media: Mobile, Broadband, Podcasting • Author-ville: Participation via UGC and feedback The new bards are here!

Non-Linear Stories

The Plot Thickens • Narratives are “literally” everywhere

Storytelling in the UXiverse • Business Narratives • Customer Narratives • User Narratives

The Setting

The Setting Enterprise

The Setting Ecosystem Enterprise

The Setting Ecosystem Enterprise Brand

The Setting Ecosystem Enterprise Product Brand

The Setting Ecosystem Enterprise Product Brand Service

The Setting Ecosystem Enterprise Touch-points Product Brand Service

Business Narratives Corporate • Corporate Narrative: Mission,Vision,Values, Name, Corporate Identity

Business Narratives Corporate PR/Advertising • Corporate Narrative: Mission,Vision,Values, Name, Corporate Identity • PR/Advertising Narrative: Press Releases, News and Events, Blog Posts, Social Networks, History, Annual Reports, Advertising

Business Narratives Corporate PR/Advertising Brand • Corporate Narrative: Mission,Vision,Values, Name, Corporate Identity • PR/Advertising Narrative: Press Releases, News and Events, Blog Posts, Social Networks, History, Annual Reports, Advertising • Brand Narrative: Offering (product/service), Tone, Messaging, Positioning, Copy, Metaphor, Features, Advantages

Business Narratives Corporate Public Domain PR/Advertising Brand

Customer and User Narratives Public Domain • Public Domain Narrative: Collective Public Opinion, recommendations, reviews, word of mouth, viral

Customer and User Narratives Public Domain Customer • Public Domain Narrative: Collective Public Opinion, recommendations, reviews, word of mouth, viral • Customer Narrative: The path a customer takes towards purchasing an offering

Customer and User Narratives Public Domain Customer User • Public Domain Narrative: Collective Public Opinion, recommendations, reviews, word of mouth, viral • Customer Narrative: The path a customer takes towards purchasing an offering • User Narrative: The path a user takes when using a product and/or service

Customer and User Narratives Corporate Public Domain PR/Advertising Brand

Customer and User Narratives Corporate Public Domain Customer PR/Advertising Brand

Customer and User Narratives Corporate Public Domain Customer User PR/Advertising Brand

Example: Apple Stories • Consistent emotional connection with consumer based Corporate, PR/advertising and Brand narratives. • Founded in garage, Adam and Eve eating forbidden fruit

Customer Narrative General Public Brand PR/Advertising Public Domain WWW Customer Websites Corporate

Customer Narrative General Public Expectations Brand PR/Advertising Public Domain WWW Customer Websites Corporate

Customer Narrative Customer Journey When the need arises, the customer has to successfully discover and ﬁnd your offering Discover Examine Purchase

Customer Narrative Customer Journey When the need arises, the customer has to successfully discover and ﬁnd your offering Discover Customer must easily understand the offering is appropriate for their needs Examine Purchase

Customer Narrative Customer Journey When the need arises, the customer has to successfully discover and ﬁnd your offering Discover Customer must easily understand the offering is appropriate for their needs Examine Ease and ﬂow of purchase experience Purchase

Customer Narrative Customer Journey When the need arises, the customer has to successfully discover and ﬁnd your offering Discover Customer must easily understand the offering is appropriate for their needs Examine Ease and ﬂow of purchase experience Purchase Sales and marketing have ensured a successful customer experience, the plane has landed but the journey is not over yet...

User Narrative User Journey begins by interacting with the Use offering: User Journey User Goal

User Narrative User Journey begins by interacting with the Use offering: Easy to Use User Journey User Goal

User Narrative User Journey begins by interacting with the Use offering: Easy to Use Useful User Journey User Goal

User Narrative User Journey begins by interacting with the Use offering: Easy to Use Useful User Journey Meaningful User Goal

User Narrative User Journey begins by interacting with the Use offering: Easy to Use Useful User Journey Meaningful User-centred design brings the user to their goal. User Goal

User Narrative Expectations User Journey begins by interacting with the Use offering: Easy to Use Useful User Journey Meaningful Expectations User-centred design brings the user to their goal. User Goal

End-to-End Story Experience

End-to-End Story Experience Customer

End-to-End Story Experience Customer User

End-to-End Story Experience General Public Customer Advocate Prospect User Beginning Middle End

The Advocate • I love product “x”

Where Storytelling Goes Wrong!

Where Storytelling Goes Wrong! G en er al P ub lic

Where Storytelling Goes Wrong! G en er al P ub Pr lic os pe ct

Where Storytelling Goes Wrong! G en er al P ub Pr lic os C pe us ct to m er

Where Storytelling Goes Wrong! r se U er m to us C ct pe os Pr lic Pub al er en G

Where Storytelling Goes Wrong! G en er al P ub Pr lic os C pe us ct to m er U se r Advocate

Where Storytelling Goes Wrong! Poor Advertising G en Lack of Clarity er al Bad Customer Service P ub Pr lic os Unusable Product C pe us ct to m er U se r Advocate

Love Stories • The “love story” between you and your constituents is the most important factor in building strong and lasting relationships. • Love stories increase the chances of adoption by advocates

Unleash the Storyteller • Crafting better story experiences

Unearth the Story • Unearth the story central to the overall customer and user experience (story experience)

Map Story World • Map ecosystem and identify touch-points

Research the Characters • What are the customer and user goals and expectations?

Outline Basic Plot • Craft a story designed to provide customers and/or users with an optimal Beginning, Middle, End: Blue Sky Scenarios • Remove their obstacles (- to +) (tension, time)

Set the Stage • Every element from language, Choices available, and even UI arrangement can be used to support main story • Presentation/visual structure, elements from theatre

Share the Script • Communicate story plan to other departments

Why Use Storytelling? • Deeper Meaning: Enhance UCD with another layer of relevance • Automatic Advantage: Humans are hardwired to storytelling • Emotional response: Positive reactions increase adoption • Cohesive Experience: Harmonic, Holistic and end-to-end

FIN. • Have fun telling stories...

Image Credits • http://onedollardietproject.files.wordpress.com/2009/05/img_2666.jpg • http://www.parkland.lib.sk.ca/SASM%202009.jpeg • http://designgraphics.ncsu.edu:82/designtech/img/Research2008_NonLinearNarative.jpg • http://storycharts.ca/wp-content/uploads/2009/08/SchindlersList.jpg • http://mtcompletecomm.com/images/res_sheets/overviewLG.jpg • http://yamz.files.wordpress.com/2009/04/bard_1.jpg • http://3.bp.blogspot.com/_vxEaWyLdV44/SwMNMuan0fI/AAAAAAAAAME/JZ2WzJlgaGM/s1600/ TRUFFLES+-+dog.jpg • http://media.photobucket.com/image/map%20storyworld/griffinial/MapleStory_world_map.png • http://wiki.fluidproject.org/download/attachments/3904542/Kivio-personas-overview.png • http://www.linlindesigns.com/images/exploreChicago_userScenario.jpg • http://villagetheatre.files.wordpress.com/2009/08/p1050025.jpg • http://img709.imageshack.us/i/sansspicture.jpg/ • http://hughgrahamcreative.com/images/blog-pilgrimsprogress.jpg • http://2pass.files.wordpress.com/2009/10/bard.jpg

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What’s the Story? Infusing experiences with the craft of storytelling

by Seamus Byrne on May 17, 2010

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What’s the Story? Infusing experiences with the craft of storytelling — Presentation Transcript