Global service jam 2014 tampere finland tarinakone story design on dramatic storytelling and service design

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Tarinakone´s Anne Kalliomäki´s presentation material on dramatic storytelling and service design: story based service design. Material from Global Service Jam 2014 Tampere Finland.

Tarinakone´s Anne Kalliomäki´s presentation material on dramatic storytelling and service design: story based service design. Material from Global Service Jam 2014 Tampere Finland.

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  • 1. STORY ENGINE GLOBAL SERVICE JAM TAMPERE 2014 STORY BASED SERVICE DESIGN FOR BETTER CUSTOMER EXPERIENCES? Anne Kalliomäki - www.tarinakone.fi/en
  • 2. STORY TURNS A SERVICE INTO AN EXPERIENCE er b y ed h er ca re A n n e st a rt st ri p s to m ic ). re a d in g co st y (a ge d 6 g ie s in th e p ig Anne is Tarinakone! a c r e a te d o o l A n n e n c e , to h ig h s c h a In rm . la r p e r fo s p e c ta c u b o u g h t a h e r r in g ence. ic h s h e wh 10 p in g c o s t The herr ). Ann e stu died aud iovi sua l ( a g e d 17 mar ket ing and tur ned into a . bus ine ss gra dua te (ag ed 20) Anne invent ed enchan ting stories from the town names on road signs (aged 9). to detour took a ! A n n e s t u d ie d s o m e Oops e h e lp d and E n g la n it in g , w it h t h 4 ) . wr ed 2 s c r ip t ar y (ag d ic t io n of a ki and t to H e ls in A n n e w e n s e r io u s T V, lo n g e made som s , fo r Y L E s h o r t f il m 3 , S u b T V and 2, MT V T V1 and known as V 4 (a ls o and T s ”) . n in g Ye a r “T h e L e a r An ne ha d ma de sp ee dy pr og re ss, bu t th e sp ar k for tel lin g sto rie s co mp ell ed he r to mo ve on (a ge d 29 ). Anne en tered th e depth of the o s ld F in la yson co fa c t o r y, tton and eme rg fo u r y e a rs as a m ed af ter produce e d ia r ( a ge d 26). Anne left the lights of Helsinki, went to the forest but ended up in Jyväskylä (aged 30). r media rted he nne sta LE TV2, A at Y career he clapper & . pped t cla ged 21) offee (a made c Ann e of Jy got into hott väskylä the Uni v e t crea st phen o resea ersity ome r tive na in ch the writ ing ( aged 31). co up le of A nn e re ad a on e of w hi ch bo ok s, nc e w as ”E xp er ie W or k Is Ec on om y Ev er y Th ea tr e an d a St ag e” . B us in es s Is Anne found the red thread and decided to storify services into experiences. It was the year 2008 (aged 32). Now Anne is Tarinakone: a story designer and trainer. If you want to give your clients experiences with emotion, Anne is your story partner. THE END IS ALWAYS A NEW BEGINNING. SO, WOULD YOU LIKE TO HAVE A ONCE UPON A TIME...?
  • 3. STORY IS LIKE A RED THREAD BEGIN, MIDDLE, END STORYLINE TO FOLLOW
  • 4. STORY IN CUSTOMER´S PATH It  is  important  to  bind  the  various  elements  of   the  product  into  a  coherent  story  to  make  the   experience  catching  and  a9rac:ve.          At  its  simplest,  the  use  of  a  story  helps  in   jus:fying  to  the  client  what  is  done  and  in  which   order.     LEO: www.leofinland.fi
  • 5. WHAT IF SERVICE EXPERIENCE WAS A JAM? WHAT KIND OF JAM WOULD IT BE? A BLUEBERRY? STRAWBERRY? JAM WITH HONEY? JAM WITH SALMIAKKI/SALTY LIQUORICE?
  • 6. USE DRAMA STRUCTURE Picture from: http://elokuvantaju.uiah.fi/english/english.jsp
  • 7. STORY TREE – ROOTS ASK THE QUESTION WHY?
  • 8. CUSTOMER AND SERVICES/PRODUCTS TRUNK OF THE TREE CUSTOMER BESIDE CUSTOMER PRODUCTS AND SERVICES
  • 9. BRANCHES – STORY ELEMENTS DO TO MIND MAP! USE HEARTSTORM NOT SO MUCH BRAINSTORM! (Rolf Jensen ”Heartstorm”)
  • 10. STORY IDENTITY - MANUAL CORE STORY CHARACTERS BASIC GUIDELINES FOR STORY DESIGN MAIN MESSAGE TIME FRAME MAIN THEMES
  • 11. CUSTOMER´S JOURNEY AS A STORY
  • 12. STORY MAKES A FEELING & MEANING Check out also my pecha kucha at: http://www.slideshare.net/tarinakone/ tarinakones-anne-kalliomki-pechakucha-aboutstory-based-service-design-storificationfinland-2013
  • 13. 13/20 20 17 10 11 12 13 14 15 16 18 19 4 7 9 0 1 2 3 5 6 8 STORY DESIGN LEADS TO SUCCESS MORE INFO FROM WWW.TARINAKONE.FI/EN anne@tarinakone.fi