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UXploration- Exploring Storytelling for Emotionally Engaging UX



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UXploration- Exploring Storytelling for Emotionally Engaging UX

  1. 1. Exploring Storytelling for Emotionally Engaging UX Mudit Singhal Storycentre
  2. 2. Stories… …are 22 times more memorable than plain facts Jennifer Aaker Social Psychologist, Professor of Marketing Stanford University’s Graduate School of Business
  3. 3. Stories… …capture attention
  4. 4. Stories… …help form a bond with the audience
  5. 5. Stories… …move people to action
  6. 6. Stories… …create experiences
  7. 7. Aristotle’s 6 Elements of Drama Plot (Events) Character (Agent) Thought (Ideas/Theme) Diction (Language) Song (Pattern) Spectacle (Visual)
  8. 8. The Strategic Core…
  9. 9. Elements of Stories are co-ordinated… image/cinematography Film actors locations/sets music/sound editing coordinated in service of story lighting words/lines
  10. 10. Elements of UX may not be co-ordinated visual design copy/text information/content navigation layout/content presentation processes animations creative marketing business information architecture/ interaction design error messages outside resource music/sound help engineering product VP’s assistant interactions/system response Website/Mobile App
  11. 11. Gasp! I am the beast that is part website, part software, part product, part service, part interactive multimedia experience. What will you do with me? user technology product Uncoordinated experiences are like…
  12. 12. “As experiences now span multiple media, channels & formats, we need to look to narrative, interaction, emotional elements to sustain transitions across channels and formats.” Joe Lamantia Director User Experience, Product Management, Strategy - PayPal,
  13. 13. Storytelling and UX With Storytelling, a diverse team creating a website or application can collectively link together the tangible elements and create a meaningful experience that is more than just bits and bytes.
  14. 14. So where does one start? What is it about?
  15. 15. “The more beautifully you shape your work around one clear idea, the more meanings audiences will discover in your film as they take your idea and follow its implication into every aspect of their lives.” - Robert McKee, Creative Writing Instructor, Author of screenwriting book ‘Story’
  16. 16. Story: What is it about? Two imprisoned men bond over a number of years, finding solace and eventual redemption through acts of common decency.
  17. 17. Story: What is it about? Three groomsmen who lose their about-to-be- wed buddy during their drunken misadventures, must retrace their steps in order to find him.
  18. 18. UX: What is it about? What do you want the user to do eventually? What is in it for the user? Where does this fits into user’s life? How does it work?
  19. 19. Flickr: What is it about? Story Premise: A playful, fun to use site helps people to easily manage their vast store of digital photos and share them with one another. Theme: Define yourself with photos
  20. 20. Google: What is it about? Story Premise: A simple, intuitive place to look for answers/solutions to any questions/problems in the world Theme: Search made simple
  21. 21. What is the UX about… • A THEME • That encapsulates the value and focus of the experience to be delivered • A STRATEGY for product/service/system design, with a clear set of goals for everyone
  22. 22. tangible intangible emotion meaning pleasure characters setting scenes visual design content pages flows images The theme becomes the foundation for…
  23. 23. Pleasure, Meaning, Emotion
  24. 24. Story Themes Experience Themes Found through insight into raw material of story planning Found through insight into raw material of design planning: business goals and requirements, content analysis, user research Decided upon by the vision and passions of single author Decided upon by a team of stakeholders Reflects author’s view of the world Reflects users needs and desires Applied to overall design of story elements Applied to overall design of product Manifest in concept, conflict, character, setting, scene, sub-plots, story structure, climax Manifest in product concept, strategy, content choices, layout, interactions, visual design Produces pleasure in unity, emotion, meaning Produces pleasure in unity, emotion, meaning Induces a longer-lasting effect on the audience Induces a longer-lasting effect on the user
  25. 25. Fundamentals: In Storytelling & UX • Relevance: If it’s not relevant to their lives, they have no reason to stick around. • Structure: Stories have a beginning, middle, and end. In UX, this could mean an introduction, an explainer video, and a call to action. • Backed by reason: What do you want your audience to take away? Is it a worthwhile message? • Simple: Less is more. Cut unnecessary extras. No matter how good a sentence, picture, or page may be, if it doesn’t add value to the overall message, you must be willing to remove it. • Authentic: Is your story true to you? If you’re putting up a facade, or creating something that doesn’t resonate with yourself or your brand, your users will be able to tell.
  26. 26. Some interesting examples • • • • • ng-ux-design-through-storytelling/ •
  27. 27. The End is The Beginning
  28. 28. THANK YOU!!! To be in touch +91 22 6132 1000 To Stay Tuned Meetup/