Storytelling: finding UX moments that count

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Designed experiences make the difference between belonging and rejecting; between connecting and missing; between believing and doubting. The threshold can be slight — everyone knows when you’re fake-smiling. As UX designers, we make it our mission to invite people to belong, connect, and believe. Storytelling gets us there. From understanding stakeholders and contexts to crafting experiences that resonate and delight, storytelling gets us to the moments that count. In this talk, we will discuss how you can use storytelling to pinpoint compelling UX opportunities — opportunities that invite a flicker of hope in the hearts of many and inspire action. (presented at the Homegrown lecture series hosted by AIGA Raleigh Chapter)

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Storytelling: finding UX moments that count

  1. 1. Storytellingfinding UX moments that countAmber Howard, Ph.D.@amberkhowardFebruary 12, 2013
  2. 2. Customers dont knowwhat they want untilweve shown them. — Steve Jobs
  3. 3. Qwikster
  4. 4. Muhammad Yunas, Grameen Bank
  5. 5. welcometo the party
  6. 6. create to resonate
  7. 7. CREATE TO RESONATEthe difference betweenbelonging, connecting, & believingrejecting missing doubting
  8. 8. increase the overlap MINDSETS & DESIGNEDEXPECTATIONS CONDITIONS
  9. 9. CREATE TO RESONATEstorytelling gets us there we are all storytellers. story is a fundamental part of our existence.
  10. 10. make theexperiencecount
  11. 11. Do you enjoybeing a designer?
  12. 12. Why do you lovebeing a designer?
  13. 13. Tell a story abouta time when you feltfulfilled as a designer.
  14. 14. storytellingis a state ofmind
  15. 15. invite storytelling
  16. 16. INVITE STORYTELLINGexperience is non-conscious consciousness is a bubbling up of non-conscious awareness.
  17. 17. INVITE STORYTELLINGthe non-conscious knows Iowa gambling task
  18. 18. stories arewindows tothe non-listen for the elephant in the trainer’s voice. one story is not enough.conscious
  19. 19. what to ask
  20. 20. TEXTIf I had asked peoplewhat they want,they would haveText Textsaid faster horses. — Henry Ford
  21. 21. WHAT TO ASKwhat you ask depends onhow you want the design to resonate
  22. 22. atmospheres of resonance
  23. 23. ASSETSWhat do people have?What can we make?
  24. 24. ASSETS ACTIONS What do people do? How can we streamline the process?
  25. 25. ASSETS ACTIONS EXPERIENCES How do people relate? How can we make it fulfilling?
  26. 26. ASSETS ACTIONS EXPERIENCES VISION What do people value? How can we align perceptions?
  27. 27. ASSETS ACTIONS EXPERIENCES VISION CULTURE What do people believe? How can we expand possibility?
  28. 28. observable inferential ASSETS ACTIONS EXPERIENCES VISION CULTURE
  29. 29. tactical strategic ASSETS ACTIONS EXPERIENCES VISION CULTURE
  30. 30. If I had asked peoplewhat they want,they would havesaid faster horses.
  31. 31. If I had asked peopleto tell a story,they would havesurprised & inspired me.
  32. 32. how do youwant toresonate
  33. 33. design the experience
  34. 34. DESIGN THE EXPERIENCEdesign the experienceask & listen to the non-conscious
  35. 35. DESIGN THE EXPERIENCEfacilitating a storytelling session
  36. 36. DESIGN THE EXPERIENCEknow your role know the encouraging & supportive persona you’re going to play.
  37. 37. DESIGN THE EXPERIENCEcalm the elephant provide no-stakes opportunities to tell casual stories.
  38. 38. DESIGN THE EXPERIENCEgive a basic structure Great stories are designed. Give people the structure to tell great stories.
  39. 39. structure of a story
  40. 40. SETTINGWhat was the situation?Where do significant moments happen?
  41. 41. SETTING CHARACTERS Who was involved? What roles and relationships matter?
  42. 42. SETTING CHARACTERS JOURNEY What happened? How did emotions & perspectives transform?
  43. 43. SETTING CHARACTERS JOURNEY RESOLUTION How did it end? How was tension resolved? Who does the person want to be?
  44. 44. SETTING CHARACTERS JOURNEY RESOLUTION MORAL Why did it matter? What is valued? What are the person’s hopes?
  45. 45. DESIGN THE EXPERIENCESETTING CHARACTERS JOURNEY RESOLUTION MORAL
  46. 46. DESIGN THE EXPERIENCEprovide a safety net give people a space to collect their thoughts before sharing.
  47. 47. DESIGN THE EXPERIENCEmake it social people are comfortable sharing stories with peers — it builds camaraderie. find ways to record the conversation.
  48. 48. invite theelephant toshare
  49. 49. analyzing stories
  50. 50. ANALYZING STORIESall these stories...how do we make sense of them?
  51. 51. ANALYZING STORIESthemes from many piecesusing grounded theory lite
  52. 52. ANALYZING STORIEStranscribe the stories get all the stories into a comparable format.
  53. 53. ANALYZING STORIESdevelop a coding system make dots so you can connect them. the dots should be project-specific.
  54. 54. story elementsSETTING CHARACTERS JOURNEY RESOLUTION MORALlocation relationships before/during/after transformation significance time roles trigger hopes identity tools tension aspirations emotion drama
  55. 55. ANALYZING STORIEScategorize by affinity identify patterns & themes. Find significant moments.
  56. 56. find outthroughsystematicinquiry
  57. 57. synthesizing stories
  58. 58. SYNTHESIZING STORIES tell a story that is relevant and meaningfulSETTING CHARACTERS JOURNEY RESOLUTION MORAL
  59. 59. SYNTHESIZING STORIES BELONGING: common mindsets situations & rolesSETTING CHARACTERS JOURNEY RESOLUTION MORAL
  60. 60. in a new environment Teachers outside their comfort zonePrincipals who were overwhelmed, but persevered, with too much to do in too little time Staff when faced with a crisis
  61. 61. SYNTHESIZING STORIES CONNECTING: leverage points journey & progressionSETTING CHARACTERS JOURNEY RESOLUTION MORAL
  62. 62. Facilitate reflection Provide set specific praise benchmarksHow am I doing?“Confidence and a sense of success is I’M CONFIDENT pretty awesome for me. It means a lot I WOULD ENGAGE to be comfortable in your own skin.” WITH THE ONLINE COMMUNITY TO — teacher VALUE ADDED VALUE I AM I NEED I REFLECT BY I’M AFFIRMED Overwhelmed Reassurance celebrating success & unsure asking for feedback about using LinkedIn Google my expectations Facebook Edutopia performance Skype
  63. 63. SYNTHESIZING STORIES BELIEVING: purpose values & perceptionsSETTING CHARACTERS JOURNEY RESOLUTION MORAL
  64. 64. Where we want to go as a CityGeneral advice from the group Lay the foundation for 21st century growth. Built upon these pillars public transportation density communicationeffective public other convention transit system walkable features/ groups economic center riverfront attractions development entrepreneurs chamber wayfinding population monorail NCSU/ Universities/ transportation Colleges city to RDU DRA References for success ocean/mountain > Amsterdam infrastructure for lots > Fortune 500 companies in NYC of people > Keep Austin weird > NYC culture/grid/mindset/designers > Austin music > Charlotte preserves history > Portland downtown transportation > Nashville music > Districts in Paris > Bike ecosystem of Copenhagen/Paris/ > Music scene in northwest > Salt Lake City water feature, Amsterdam/San Francisco
  65. 65. SYNTHESIZING STORIESMOMENTUM: strategy engagement architecture action plan
  66. 66. 41% HUB AND SPOKE A community hub is like a bicycle wheel, with spokes radiating out from the center. Community hubs are the central gathering place for featured content and discussion. The centralized position of the hub ensures that the nodes are aligned with the organization’s brand. The spokes, radiating from the hub, route members to need-specific resources. Since one tool does not fit all, the nodes provide a suite of curated tools and resources that cater to specific needs, expectations, and values of the community.MODELS FOR SOCIAL ENGAGEMENT10.8% 28.8% 18% 1.4%ORGANIC TREE DANDELION HONEYCOMBNo one department manages or One department manages all social Similar to Hub and Spoke but Everyone in the organization usescoordinates; efforts bubble up from activities. applicable to organizations with social media safely and consistentlythe edges of the company. several autonomous sub-groups. across all organizations. Data based on 140 surveyed social companies, courtesy of Altimeter Group, 2010.
  67. 67. The conversations and ideasthat came from the Pathways toOpportunity Tour demonstratedthat North Carolina wants RTPto be a convener, a connector, acatalyst.Here’s how RTP plans to fulfillthose roles: CONVENER CONNECTOR CATALYST THIS YEAR, RTP WILL INVITE RTP WILL DEVELOP AN ONLINE RTP WILL BUILD AN REPRESENTATIVES FROM COMMUNITY TO ESTABLISH INNOVATIVE COMMUNITY FOR ACROSS NORTH CAROLINA TO AN ONGOING CONVERSATION SHARING NEW IDEAS. COME TOGETHER IN THE PARK. ABOUT THE FUTURE OF NORTH The center will fulfill the expectations CAROLINA. Events hosted in RTP will give we heard on the Pathways to passionate people an opportunity to Different forms of online media will Opportunity tour: it will connect North collaborate and learn from one another allow RTP to share timely information Carolina and brand our state as a global to drive economic development in their about the Park and the state’s leader in innovation and collaboration. own communities. development. Open communications platforms will give North Carolina a place to share stories and ideas.
  68. 68. momentsthat count
  69. 69. invite peopleto the party
  70. 70. storytellinggets us there
  71. 71. be systematicabout it
  72. 72. belong,connect, &believe
  73. 73. momentsthat resonate
  74. 74. thank you.Amber Howard, Ph.D.@amberkhoward

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