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storythinking - use storytelling to 
prototype digital (service) experience

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The "storythinkers" Jens Otto Lange and Thomas Stegmann did an exercise and gave a talk about how storytelling supports a design thinking process to generate service innovation.

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storythinking - use storytelling to 
prototype digital (service) experience

  1. 1. © storythinkers Jens Otto Lange Thomas Stegmann 1 storythinking use storytelling to prototype digital (service) experience Jens Otto Lange Thomas Stegmann Innovation Games Summit Amsterdam, 20.9.2013 Sonntag, 22. September 13
  2. 2. © storythinkers Jens Otto Lange Thomas Stegmann 2 Thomas Stegman Gast-Dozent MHMK & Beuth Fachhochschule Diplom Industrial Designer Do the right thing Innovation Coaches Workshops, Trainings & Project Support 4 Jens Otto Lange Digital Innovation Facilitator Diplom Kommunikationswirt Do things right Sonntag, 22. September 13
  3. 3. © storythinkers Jens Otto Lange Thomas Stegmann 3 storytelling designthinking our way of design thinking Sonntag, 22. September 13
  4. 4. © storythinkers Jens Otto Lange Thomas Stegmann 4 theme problem vision story prototype storythinking process co-createempathize iterate 1 2 3 Sonntag, 22. September 13
  5. 5. challenge design a souvenir experience for Amsterdam © storythinkers Jens Otto Lange Thomas Stegmann 5 Sonntag, 22. September 13
  6. 6. © storythinkers Jens Otto Lange Thomas Stegmann empathize the customer is your hero phase 1 Sonntag, 22. September 13
  7. 7. 1. Form groups of three: storyteller, interviewer, notetaker 2. Ask open questions 3. Listen and document on a a sheet of paper 4. Flip roles, repeat 3 times © storythinkers Jens Otto Lange Thomas Stegmann collect real world stories 7 3x2minutes Sonntag, 22. September 13
  8. 8. © storythinkers Jens Otto Lange Thomas Stegmann where? when? for whom? how did you buy it? why did you select it? what was the last souvenir you bought? 3x2minutes Sonntag, 22. September 13
  9. 9. create a persona that represents the three of you © storythinkers Jens Otto Lange Thomas Stegmann the persona is your hero 9 3 minutes Sonntag, 22. September 13
  10. 10. © storythinkers Jens Otto Lange Thomas Stegmann persona who? needs ... because .... name age job hobby sketch of your persona 3 minutes Sonntag, 22. September 13
  11. 11. © storythinkers Jens Otto Lange Thomas Stegmann phase 2 co-create harmonize departmental silos Sonntag, 22. September 13
  12. 12. 1. Imagine you‘re the persona 2. Sketch your first ideas to serve „your“ needs on stickies 3. Use sketches to tell a story to each other 4. Make your choice which idea to follow © storythinkers Jens Otto Lange Thomas Stegmann co-create solution 12 1+3minutes Sonntag, 22. September 13
  13. 13. 13© storythinkers Jens Otto Lange Thomas Stegmann visual story scripting Sonntag, 22. September 13
  14. 14. © storythinkers Jens Otto Lange Thomas Stegmann phase 3 iterate optimize with real data Sonntag, 22. September 13
  15. 15. © storythinkers Jens Otto Lange Thomas Stegmann 15 structure Sonntag, 22. September 13
  16. 16. © storythinkers Jens Otto Lange Thomas Stegmann 15 structure Sonntag, 22. September 13
  17. 17. © storythinkers Jens Otto Lange Thomas Stegmann 15 structure Sonntag, 22. September 13
  18. 18. © storythinkers Jens Otto Lange Thomas Stegmann 15 structure Hero Sonntag, 22. September 13
  19. 19. © storythinkers Jens Otto Lange Thomas Stegmann 15 Setting structure Hero Sonntag, 22. September 13
  20. 20. © storythinkers Jens Otto Lange Thomas Stegmann 15 Setting Journey structure Hero Sonntag, 22. September 13
  21. 21. © storythinkers Jens Otto Lange Thomas Stegmann 15 Setting Journey structure Hero Sonntag, 22. September 13
  22. 22. © storythinkers Jens Otto Lange Thomas Stegmann 15 Setting Journey Resolution structure Hero Sonntag, 22. September 13
  23. 23. © storythinkers Jens Otto Lange Thomas Stegmann 15 Setting Journey Resolution structure Hero Sonntag, 22. September 13
  24. 24. © storythinkers Jens Otto Lange Thomas Stegmann dramatic arc 16 setting journey hero location situation find it get it use it moral feel it resolution 5 minutes in this case: servivce environment Sonntag, 22. September 13
  25. 25. Setting © storythinkers Jens Otto Lange Thomas Stegmann dramatic arc 16 setting journey hero location situation find it get it use it moral feel it resolution 5 minutes in this case: servivce environment Sonntag, 22. September 13
  26. 26. Setting Journey © storythinkers Jens Otto Lange Thomas Stegmann dramatic arc 16 setting journey hero location situation find it get it use it moral feel it resolution 5 minutes in this case: servivce environment Sonntag, 22. September 13
  27. 27. Setting Journey Resolution © storythinkers Jens Otto Lange Thomas Stegmann dramatic arc 16 setting journey hero location situation find it get it use it moral feel it resolution 5 minutes in this case: servivce environment Sonntag, 22. September 13
  28. 28. • Tell your story, using your storyboard • Listen to feedback • Apply feedback to improve © storythinkers Jens Otto Lange Thomas Stegmann tell your story to iterate 17 2 minutes Sonntag, 22. September 13
  29. 29. © storythinkers Jens Otto Lange Thomas Stegmann how did it feel? 18 Sonntag, 22. September 13
  30. 30. use stories product or service fiction to innovate © storythinkers Jens Otto Lange Thomas Stegmann 19 theme problem vision story prototypeco-createempathize iterate 1 2 3 Sonntag, 22. September 13
  31. 31. © storythinkers Jens Otto Lange Thomas Stegmann 20 Thomas Stegman Gast-Dozent MHMK & Beuth Fachhochschule Diplom Industrial Designer Do the right thing Innovation Coaches Workshops, Trainings & Project Support 4 Jens Otto Lange Digital Innovation Facilitator Diplom Kommunikationswirt Do things right www.storythinkers.com Sonntag, 22. September 13

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