Power of Story

The Power of StoryCreating empathy & connectionin our process and productsWhitney QuesenberyWQusability.com@whitneyq

User researcherHi! Theatre designer Storytelling as a way to understand user, culture, and context in UX design

User researcherHi! Theatre designer Storytelling as a way to understand user, culture, and context in UX design Designs new UI technologies Performance storyteller Storytelling as a pivotal part of the creation, performance, and design process

Changing a story can change the way we think Our experience of the world is shaped by our interpretations of it, the stories we tell ourselves.... so the key to personalTimothy Wilson, author of “Redirect” transformation is story transformation. Maria Popova, ‘Redirect’: A New Way to Think about Psychological Change. The Atlantic, September 9, 2011 www.theatlantic.com

We are hardwired for stories + Based on blind spot test on Paul Grobstein’s Serendip site

Is storytelling like broadcasting? Helen Cordero, “The First Storyteller” 1964 from the Girard Collections, Museum of International Art, Santa Fe, NM. Photo by Michel Monteaux

Stories create relationships Story Storyteller Audience

Stories create connections User Story as collected Story asUX person re-told Our colleagues (audience)

Stories create connections User Story as collected What connections do you want to make? Story asUX person re-told Our colleagues (audience)

A story is created by everyone who hears it

The story is created by everyone “Tomorrow and Tomorrow” by Timothy Sullivan Center for Contemporary Opera, 1987 Directed by Stephen Jarrett, Scenery by Robert Edmonds, Lighting by Whitney Quesenbery. With Suzan Hanson

Is this a good UX story?

Scenarios become stories when we add emotion As a [role] I can [do something] so that [beneﬁt] +

Scenarios become stories when we add emotion As a [role] I can [do something] so that [beneﬁt] + + Imagery + Emotion + Context + Motivation

Stories let us see the individual in the crowd People are not just part of a group of demographic. They are individuals with a history, interests, goals & relationships

Stories organize facts in memorable ways Personas not only organize data and facts, but help us recognize the persona as someone we can empathize with

Stories are effective The NCI Cancer Bulletin: http://www.cancer.gov/ncicancerbulletin/101910/page6

Stories are efficient Tanner was deep into a Skatepunkz game— all the way up to level 12—when he got a buddy message from his friend, Steve, with a question about his homework. He looked up with a start. Almost bedtime and his homework was still not done. Mom or Dad would be in any minute. What can we learn about Tanner from this short story?

Storytelling is already part of UX Understand Success Evaluate Specify ? Design

FIGURE 5-2 Storytelling is already part of UX FIGURE 5-5 Collecting stories from and about Understand FIGURE 5-3 context and goals Finding themes and patterns Story as test And then I... scenario FIGURE 5-4 Success Clusters of stories Evaluate Specify UX person ? Usability participant UX teamUsability Storiesevaluation is a Designway of trying the ideastory out Design Design tells a new story that UX team changes something about the world

FIGURE 5-2 We just don’t call them stories FIGURE 5-5 User research Ethnography FIGURE 5-3 Contextual inquiry Personas Site visits Affinity analysis Card sorting Story as test And then I... scenario FIGURE 5-4 Clusters of stories UX person Usability participant UX teamUsability TestingWalk-throughs StoriesAnalytics Design idea Scenarios Storyboards Wireframes Prototypes UX team

Stories add connection and empathyA richer understanding of people and contextInnovation from real needsMore persuasive ideasPeople in the center of the process

UX StoryCards

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Power of Story

by Whitney Quesenbery on Feb 20, 2012

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