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Communicating Your Design - UXSofia 2014


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Stories make your ideas sticky. Sometimes we find we've put our heart and soul into producing beautiful design work and yet people just don't get it. This talk looks at how you can use storytelling in your communication to your team, colleagues and clients to explain, inspire, motivate and persuade your audience.

Published in: Design, Technology, Business
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Communicating Your Design - UXSofia 2014

  1. 1. Communicate? Engage? Persuade? Failure to…
  2. 2. Why use storytelling? Stories make ideas sticky.
  3. 3. EleMENTS of a good story Image: Philip Lawson 2011
  4. 4. The Hero
  5. 5. Situation
  6. 6. Conflict
  7. 7. Climax
  8. 8. Resolution
  9. 9. Kathryn Parkes UX Sofia 2014 Executed Movement Imagined Movement
  10. 10. Classic Storyline
  11. 11. Classic Storyline
  12. 12. Personas
  13. 13. Personas Personas shouldn’t be static - take them out for a bit of exercise and see how they behave.
  14. 14. Scenarios iQ Content
  15. 15. Explain Inspire Motivate Persuade
  16. 16. Daddyo Story Who is the user? Where is their pain? What are their needs? Future without our solution Future with our solution
  17. 17. iQ Content
  18. 18. “Design is really an act of communication, which means having a deep understanding of the person with whom the designer is communicating.” ! Don Norman
  19. 19. How do you want to make your audience feel?
  20. 20. Explain Inspire Motivate Persuade
  21. 21. Product Managers? Senior Managers? Dev team? Clients?
  22. 22. Your job as a UX Professional Find the happy marriage between user needs and business goals.
  23. 23. Adapt
  24. 24. Fast, Simple, Clear The simpler a story the more likely it is to stick.
  25. 25. Leave room for the imagination The brain has an amazing ability to fill in the gaps.
  26. 26. Heartbleed Explanation
  27. 27. Show your work…early
  28. 28. Be willing to share ownership ! Collaboration
  29. 29. Project Scope
  30. 30. Practice
  31. 31. Storytelling
  32. 32. Verbal/Visual ‘It’s all in the telling.’ ‘My work speaks for itself.’
  33. 33. Extract from Scott McCloud - Understanding Comics
  34. 34. Building Stories - Chris Ware
  35. 35. Experience Maps
  36. 36. Experience Maps Adaptive Path
  37. 37. User Journey Maps
  38. 38. You
  39. 39. Quiet: The Power of Introverts in a World That Can't Stop Talking - Susan Cain
  40. 40. The loudest voice in the room doesn’t always have the best idea
  41. 41. What makes a good UX Designer?
  42. 42. Incorporating Quiet into UX Design Process Angela Craven and SuAnne Hall (Image: Mike Scarano)
  43. 43. Themes from research Introverts dislike aggressive communication styles (but realise sometimes it’s part of the job) ! Introverts tend to dislike being put on the spot ! Introverts need alone time to process ! Know your team - play to everyone’s strengths "UX Awesomeness Through the Introvert/Extrovert Spectrum" Angela Craven and SuAnne Hall
  44. 44. Begin with the end in mind
  45. 45. The End @kathrynparkes Feedback