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A Story Rich World - UPA NYC - Sept 14


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Presentation for UPA NYC, September 14.

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A Story Rich World - UPA NYC - Sept 14

  1. 1. It’s a Story–Rich World:Storytelling for UX<br />Whitney Quesenbery<br />UPA NYC<br />14 September<br />
  2. 2. Hi!<br />User researcher<br />Theatre designer<br />Storytelling as a way to understand user, culture, and context in UX design<br />Researcher in new UI technologies<br />Performance storyteller<br />Storytelling as a pivotal part of the creation, performance, and design process.<br />
  3. 3. We all tell stories<br />You already know what a story is…<br />..but you may not know how to use stories effectively in your work.<br />
  4. 4. Storytelling in UX<br />Stories make UX personal. They remind us that everything we make is made for a real person. <br />@ianeverdell<br />
  5. 5. Storytelling is already part of UX<br />Understand<br />If you look at a generic design process…<br />Success?<br />Specify<br />Evaluate<br />Design<br />
  6. 6. Stories are embedded in the UX cycle<br />Collecting stories: hearing what other people have to say<br />Understand<br />Analysis: finding patterns in shared stories<br />Success?<br />Specify<br />Evaluate<br />Evaluation:testing designs to see if they tell the story well<br />Design: creating ideas that embody key stories<br />Design<br />
  7. 7. Storytelling is already part of UX…We just don’t call them stories<br />Userresearch<br />Analysis<br />Field studies<br />Card sorting<br />Site visits<br />Cluster sorting<br />Content analysis<br />Evaluation<br />Design<br />Usability Testing<br />Scenarios<br />Wireframes<br />Prototype walk-through<br />Log Analysis<br />
  8. 8. Stories add depth to UX work<br />If you craft and use stories in a conscious way<br />You’ll add a richer understanding of users as an input to your design process<br />You’ll find new design ideas more easily<br />You can be more persuasive in communicating those new, innovative, usable designs<br />You can use stories to enhance the usability work you are already doing.<br />You can use stories to bring people into the center of the process.<br />
  9. 9. We all tell stories<br />Storytelling is how we make sense of the world: re-imagining our everyday lives as an experience to be shared with others.<br /> @otrops<br />
  10. 10. Listening Exercise<br />Work in pairs - with someone you don’t know<br />1 minutes to speak - then switch<br />Speaker’s job - speak about something relatively comfortable<br />Listener’s job - just listen. Don’t have to talk, interrupt or fill silences.<br />Talk aboutsomething you madethat you are proud of.<br />
  11. 11. Standard “biz talk” doesn’t work<br />Most of the time we try to construct a logical argument, as though just putting the facts in front of someone is the way to convince them. <br />From Stephen Denning’s work on storytelling and leadership:<br />
  12. 12. Claude Shannon was wrong*<br />Stories do not work like a broadcast transmission.<br />Stories are created by everyone who hears them.<br />* At least about stories.<br />
  13. 13. A story is shared by everyone who hears it<br />First the storyteller shapes the story<br />As they listen, the audience members form an image of the story in their own minds.<br />
  14. 14. A story is shared by everyone who hears it<br />The storyteller and the audience each affects the other and shapes the story they create.<br />The most important relationship is between the audience and the story.<br />The audience is a part of the story each time it is told.<br />
  15. 15. A story is shared by everyone who hears it…but heard by each person in their own way<br />The storyteller and the audience all shape the story<br />In the end, each person in the audience ‘owns’ the story, too.<br />
  16. 16. Stories use pull, not push, to persuade<br />They let your audience think about something (new)…<br />In a realistic situation<br />With a compelling character and perspective<br />And imagine how it will solve a problem<br />
  17. 17. The relationships around a story are called the Story Triangle<br />
  18. 18. Stories close a gap<br />When you retell a story, you make a connection between your colleagues and the person you heard the story from.<br />
  19. 19. Any time you are listening,turn on your juicy story filter<br />You are looking for stories that….<br />You hear from more than one source.<br />Have a lot of action detail. <br />Have details that illuminate user data<br />Surprise or contradict common beliefs<br />And are clear, simple, and compelling. <br />
  20. 20. Ask the questions that encourage stories<br />“Have you ever [done something]?” <br />“How often do you [do that thing]?”<br />“What makes you decide to [do that thing]?”<br />“Where do you [do that thing]?” <br />+<br />“When was the last time you [did that thing]?” <br />+<br />“Tell me about that.”<br />(and really listen) <br />
  21. 21. Juicy fragments can grow into a story<br />“I love seeing lots of people on the metro platform. It usually means a train will arrive soon.”<br />“When I’m waiting for a bus, I wish I had a way to know when it will arrive.”<br />“When the bus stop isn’t well marked, I always worry whether I’m in the right place.”<br />“If I’m running late, I can drive if I’m going to miss the train.”<br />
  22. 22. Crafting (and using) stories<br />Stories help us empathize and experience another person’s condition. Stories appeal to our emotions and drive us to action.<br />@balchenn<br />
  23. 23. Stories let build empathy for personas<br />Aged 30-45Well educated45% married with children50% use the web 3-5 times a week65% use search engines<br />Elizabeth, 32 years old<br />Married to Joe, has a 5-year old son, Justin<br />Attended State College, and manages her class alumni site<br />Uses Google as her home page, and reads CNN online<br />Used the web to find the name of a local official<br />
  24. 24. Stories explain unexpected user data<br />Use data to setup the storyMerge demographicand other statisticswith a humansitutation<br />We were ready to be disappointed. Nurses were more interested in people than technology. <br />They used the Web, of course, but didn’t see social media as work. Only a few of them had phones that did more than make phone calls. Some didn’t even have Web access except at home. <br />So we were taken by surprise when one nurse after another got enthusiastic about some concept sketches for mobile health sites. <br />
  25. 25. Stories explore situations and ideas<br />Character The persona creates the perspective andrelationship<br />Imagery Suggests theemotionalconnections<br />Context Set up the problem<br />Gina gave us the first clue. She was a nurse manager for the county health system. “I’m on the move all day and I have a huge case load. Patients are always throwing new questions at me. Yesterday, I really struggled to sort out a problem one patient was having with side effects. I speak a little Spanish, but just couldn’t remember the correct medical term to explain a new adjuvant the doctor wanted to try. It was so frustrating.” <br />She pointed at the sketch. “I don’t have a phone that will do all that - yet, but if it’s really that simple…” <br />
  26. 26. Use stories to trigger brainstorming<br />Drug dictionary formatted for a small screen.<br />Multi-lingual dictionary of medical terms<br />Checklists of questions patients should ask their doctor.<br />Chat with a specialist<br />
  27. 27. Stories give us a new perspective<br />Every interaction is a story, with the user as the "star."  This appeals to our human need to be at the center of every experience. <br />@dgelman<br />
  28. 28. Stories can be test scenarios<br />They create a realistic context because they are based on real stories.<br />They give you a range of stories and perspectives to draw on.<br />
  29. 29. Transforming a story to a test task<br />Use stories to decide on tasks thatlet the participant “finish the story”<br />Another person just got promoted ahead of you. You know you are good at your job but notice that everyone else has a degree in business. Maybe it’s time to go back to school.<br />Does the local college have a program you can manage with your work schedule?<br /><ul><li>MotivationEnough of a story to provide motivation
  30. 30. Goal The task can be veryprecise, or allow the participant more freedom</li></li></ul><li>Stories can make your usability work more effective<br />Storytelling is a two-way mirror. You see yourself reflected in the experience of others. <br />@nathangibbs<br />
  31. 31. Stories can spark innovation<br />Start with…<br />Stories you hear during customer conversations<br />Explore new perspectives on a problem or goal<br />Personas<br />Show their behavior in new situations<br />Data<br />Explore the story behind the data<br />Juicy fragments<br />Explain the unexpected<br />What’s the story outside the box<br />
  32. 32. A story is successful when it gets repeated<br />Think carefully about what stories you want retold.<br />Look for stories that are<br />Based on real data<br />The stories you want told<br />Generate insights and empathy<br />
  33. 33. Thank you<br />Storytelling for User Experience:Crafting stories for better design<br />Whitney Quesenbery & Kevin<br />Blog and book<br />Ilustrations by Calvin C. Chan available at<br />