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Whats the story? Story strategy for products

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Stories help us connect with people, we use them daily to communicate and entertain each other. But how and why should we use these skills to improve our products and services. Design and interaction is a form of story telling, designers must become story tellers to push their products to the next level.

Published in: Design

Whats the story? Story strategy for products

  1. 1. What’sthestory? @hollielubbock
  2. 2. “Stories have power. They delight, enchant, touch, teach, recall, inspire, motivate, challenge. They help us understand. They imprint a picture on our minds.” — JANET LITHERLAND
  3. 3. WHY DO STORIES AFFECT PEOPLE? STORY TELLING IN DESIGN WHY PRODUCTS NEED STORIES STORYTELLING BASICS COHERENT PRODUCT STORIES (CONTENT STRATEGY)
  4. 4. Why do stories effect people?
  5. 5. Stories help us connect with people, we use them daily to communicate and entertain 
 each other Stories are part of us
  6. 6. You use your brain more when you listen to a story
  7. 7. Stories actually evoke a simulation of the event in your mind. Its as if you were having the experience.
  8. 8. How to use stories in design
  9. 9. US ER RE SEA RCH Interviewing as story facilitator Group storytelling WORKSHOPS Step by step stories to build empathy USER EXPERIENCE MAPPING Stories are the foundation of the process for examining a customer need and how they are behaving. Design Stories Prototypes as props PROTOTYPES
  10. 10. GATHER USER STORIES 
 FROM INTERVIEWS – ENABLE OTHER PEOPLES STORIES AND TURN THESE INTO TANGIBLE OUTPUTS
  11. 11. WORKSHOPS GROUP STORYTELLING ACTIVITIES 
 INCLUDING ROLE PLAY AND GAMES
  12. 12. USER JOURNEY MAPPING
  13. 13. Code and Theory PROTOTYPES AS PROPS
  14. 14. PROTOTYPES FOR RAPID ITERATION
  15. 15. Products need stories
  16. 16. 18 MARKET FOG
  17. 17. 19 Actions of Advocacy in Social Use product, buy service etc Drive Relevance AWARENESS CONSIDERATION ACTION PREFERENCE LOYALTY ENGAGEMENT FUNNEL
  18. 18. We can use stories to differentiate ourselves from similar offerings
  19. 19. Storytelling basics
  20. 20. WHO IS THE AUDIENCE? WHAT IS THE GOAL OF YOUR STORY?
  21. 21. I AM, WHO I SAY I AM
  22. 22. I HAVE A CONSISTENT SELF STORY
  23. 23. (DON’T RUIN IT FOR ME)
  24. 24. STORY IDEA DREAM When you hone your messaging to your audience - you tap into their self story. Its more than just a story
  25. 25. 01. WHATS THE ESSENTIAL THING YOU WANT THEM TO KNOW?
  26. 26. Jer Thorp, “Data (v.),” OCR Journal #001, 2015 via https://medium.com/@blprnt/data-v-da0e0d24777c Illustrations by Sukjong Hong - http://sukjonghong.com/ CREATE ENTERTAINING OR EDUCATIONAL CONTENT
  27. 27. Jer Thorp, “Data (v.),” OCR Journal #001, 2015 via https://medium.com/@blprnt/data-v-da0e0d24777c Illustrations by Sukjong Hong - http://sukjonghong.com/ STORIES ARE ABOUT PEOPLE
  28. 28. EXPOSITION RISING ACTION CLIMAX FALLING ACTION RESOLUTION SETTING THE SCENE BUILDING TENSION THE EXCITING BIT TIDYING UP LOOSE ENDS THE END NARRATIVE STRUCTURE
  29. 29. Coherent Product Stories
  30. 30. THERE ARE SO MANY TOUCH-POINTS WE CAN TALK TO USERS THROUGH
  31. 31. WE NEED CONNECTED COMMUNICATION STRATEGIES
  32. 32. YOUR THE EXPERT WHO HAS AUTHORITY POINT OF DIFFERENCE WHAT SHOULD YOU TALK ABOUT?
  33. 33. Tone of Voice PERSONALITY TONEVOICE HOW TO SPEAK
  34. 34. HOW LONG YOU SPEAK FOR BITE SIZE LONG READMEDIUM
  35. 35. READERS SKIM HEADLINES FOR AN OVERVIEW READERS QUICKLY DIP INTO STORIES DIPPING AROUND MULTIPLE SUBJECTS, NEVER GOING TO IN-DEPTH READERS IN-DEPTH ON A SINGLE AREA OR ARTICLE DIPSKIM BROWSE DIG CONTENT DEPTH TIME CONTENT DEPTH TIME CONTENT DEPTH TIME CONTENT DEPTH TIME READING PATTERNS
  36. 36. PLAN, PLAN, PLAN CONTENT PLAN AROUND THE YEARLY PRODUCT CYCLES
  37. 37. WAKE UP MATCH PUBLISHING & SOCIAL 
 TO BROWSING HABITS LUNCHTIME BEDTIME
  38. 38. WHE N HOW WHAT WHO WHEN AND HOW OFTEN DO YOU NEED TO PUBLISHING TO REACH YOUR AUDIENCE? 
 CREATE YEARLY CONTENT PLANS WHAT SUBJECTS CAN YOU BE AN AUTHORITY ON? WHAT CONTENT THEMES INTEREST YOUR AUDIENCE GET TO KNOW YOUR TARGET AUDIENCE. INTERVIEWS, SURVEYS, COMPETITOR ANALYSIS, SOCIAL CONSUMPTION TONE OF VOICE &
 CONTENT FORMAT HOW TO USE STORIES CHECK LIST
  39. 39. THE POWER OF STORIES
  40. 40. CHANGE PERCEPTIONS OF OPEN SOURCE
  41. 41. TELL AS MANY STORIES AS YOU CAN STORIES ARE FOR USERS, YOUR TEAM AND STAKEHOLDERS
  42. 42. “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” — MAYA ANGELOU

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