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Designing around storytelling
The power of stories & how they can be used in UX design
by Anna Dahlström | @annadahlstrom @UXFika
Digital	
  Pond,	
  06	
  Feb	
  2014
www.flickr.com/photos/katerha/8435321969
Once upon a time
in a city called ‘Lund’...

xxxxwww.flickr.com/photos/ulfk/7976687420
There where 

plenty of story time

www.flickr.com/photos/excomedia/sets/72157622519563566with/5233990438
We travelled 

through those stories

www.flickr.com/photos/conorkeller/7860288604
“ We are as a species addicted to stories. ”
- The Storytelling Animal by Jonathan Gottschall


www.flickr.com/photos/namkeng/3209117837
Storytelling




Storytelling 


Storytelling
Every brand wants 

to tell their story

www.flickr.com/photos/kelstew/3658900542
“ If you can’t tell it, you can’t sell it. ”
- Peter Guber


www.flickr.com/photos/g-ratphotos/3404474275
“ Results repeatedly shows that our attitudes, fears,
hopes, and values are strongly influenced by story. In fact,
fiction seems to be more effective at changing beliefs than
writing that is specifically designed to persuade through
argument and evidence."
Entering fictional worlds radically alters the way
information is processed. ”
- FastCompany, Why storytelling is the ultimate weapon

www.flickr.com/photos/g-ratphotos/3404474275
Stories 

as persuasion tools
Not just for messaging but also
an integral part of the design process

www.flickr.com/photos/saucef/7184615025
“ Storytelling is at the heart of everything ”
- Steve Levitt


www.flickr.com/photos/g-ratphotos/3404474275
There is an element 

of magic involved

www.flickr.com/photos/carlosfpardo/6791950592
www.flickr.com/photos/declanjewell/2181100986
‘ Now you see me. ’
Javier Perez via http://the-wonderist.com/2013/11/05/how-to-see-things-with-new-eyes
‘ Now you don’t. ’
Queenie Liao’s ‘Wengenn in Wonderland’ via www.boredpanda.org/wengenn-in-wonderland-sioin-queenie-liao
What do we want our users to see?


What is the story we want to tell?
Where do we want to take them?
“ Historically, stories have always been igniters 

of action, moving people to do things. ”
- Peter Guber


www.flickr.com/photos/g-ratphotos/3404474275
Every story 

takes us on a journey

Image via Shutterstock
Storytelling can 

provide powerful call to actions

www.flickr.com/photos/piermario/4188959762
Stories have the ability to motivate,
change and create connections

Image via Shutterstock
What 


makes for a good story?
The basic structure of a story

A beginning


A middle


The end

Dramaturgy 

knowing how to apply & structure
elements to tell a story
How a story is told impacts
the human experience of its audience

Image via Shutterstock
Three act structure
PLOT POINT ONE

inciting
incident

PLOT POINT TWO

mid point

climax

confronts the main
character

tries to solve the problem but
don’t yet have the skills

the dramatic question
is answered

Act one


Act two


Act three


Setup

Confrontation

Resolution
Three act structure - applied to UCD
PLOT POINT ONE
2. Starts to consider


inciting
incident

confronts the main
character

PLOT POINT TWO
4. Makes a decision


mid point

tries to solve the problem but
don’t yet have the skills

1. Becomes aware


3. Looks further into it


Act one


Act two


Setup

Confrontation

climax

the dramatic question
is answered
5. Takes action

/ no action


Act three

Resolution
I asked my dad for 

3 principles around good storytelling

www.flickr.com/photos/perolofforsberg/6691744587
01 


Captures the imagination
“ If you can imagine yourself in a situation, 

it’s infinitely scarier. ”
- Brad Falchuk


www.flickr.com/photos/g-ratphotos/3404474275
Users need to 

be able to relate

www.flickr.com/photos/estherase/1292315618
We need to
understand who they are

www.flickr.com/photos/cannedtuna/4852756417
“ I need to understand who has to get what out of
the thing I'm designing and I'm only satisfied a visual
has been executed well once I'm confident it's telling
the right story to the right person in the right way. ”
- Steve Whittington

Design Director 

Dare

www.flickr.com/photos/g-ratphotos/3404474275
02 


The dynamic of the story
What are the events

& people that tie it all together

www.flickr.com/photos/erin_ryan/2584551310
The ever important

red thread

www.flickr.com/photos/pulpolux/3692396234
03 


An element of surprise
“ In general there should be a basic idea of where
the story is going, but not for every character. You
don't know who's going to die and who's going to start
becoming more important.
Big picture-wise, there’s a basic idea, but you need
some surprises too. It’s like driving from New York to
LA: you know you’re going to get to LA, but there’s 10
different routes you could take. ”
- Brad Falchuck


www.flickr.com/photos/g-ratphotos/3404474275
Include an element of 

surprise & exploration

www.flickr.com/photos/conorkeller/4028043294
Let users 

find their way around your content

www.flickr.com/photos/conorkeller/3879321839
Consider non-linear 

& new forms of storytelling

Image via Shutterstock
How 


do we go about it?
It starts with this
PLOT POINT ONE
2. Starts to consider


inciting
incident

confronts the main
character

PLOT POINT TWO
4. Makes a decision


mid point

tries to solve the problem but
don’t yet have the skills

1. Becomes aware


3. Looks further into it


Act one


Act two


Setup

Confrontation

climax

the dramatic question
is answered
5. Takes action

/ no action


Act three

Resolution
Feel good

Delight

Identify key points
PLOT POINT ONE
2. Starts to consider


inciting
incident

confronts the main
character

PLOT POINT TWO
4. Makes a decision


mid point

tries to solve the problem but
don’t yet have the skills
3. Looks further into it


Act one


Act two


the dramatic question
is answered
5. Takes action

/ no action


Hygiene

1. Becomes aware


climax

Setup

Confrontation

Act three

Resolution
Look at where 

you want to delight them

www.flickr.com/photos/31878512@N06/4945216951/in/photostream
And also where 

the biggest barriers may be

Image via Shutterstock
Plan for multiple 

entry & exit points

www.flickr.com/photos/danieldslee/6913766642
Identify content, functional & interaction
elements to addresses the needs

www.flickr.com/photos/angietorres/4564135455
Ensure there is

a good balance

www.flickr.com/photos/17207222@N02/5601758478
Feel good

Delight

Not appropriate, or realistic
PLOT POINT ONE
2. Starts to consider


confronts the main
character

Hygiene

1. Becomes aware


PLOT POINT TWO
4. Makes a decision


mid point

tries to solve the problem but
don’t yet have the skills
3. Looks further into it


climax

the dramatic question
is answered
5. Takes action

/ no action


inciting
incident
Act one

Setup

Act two


Confrontation

Act three

Resolution
We cannot be at
the top all the time

www.flickr.com/photos/alexnormand/5992512756
Feel good

Delight

More realistic
PLOT POINT ONE
2. Starts to consider


inciting
incident

confronts the main
character

PLOT POINT TWO
4. Makes a decision


mid point

tries to solve the problem but
don’t yet have the skills
3. Looks further into it


Act one


Act two


the dramatic question
is answered
5. Takes action

/ no action


Hygiene

1. Becomes aware


climax

Setup

Confrontation

Act three

Resolution
Delivering 

the right content at the right time
We need to know:

What we want to say

What we want our users to do
Users 

are different

www.robotshop.com/blog/where-is-wall-e-1391
Identify 


content & functionality for each main user
Look at how to tailor views based on 

who the user is & their behaviour

Image via Shutterstock
Context 


& prior knowledge plays a key role
Tailor messaging 

& tone of voice

www.flickr.com/photos/pgoyette/168076182
Consider location 

& cultural differences

www.flickr.com/photos/scary_mary/5700384580
“ Visit intent is likely to vary between these two
segments. For example, new visitors are less likely to
trust your brand and understand the key benefits to
shopping with you. ”
- Econsultancy


www.flickr.com/photos/g-ratphotos/3404474275
Make use of different ways
to capture & engage the user

www.flickr.com/photos/snugglepup/5225953124
Tell a continuos story 

with delights along the way

www.maxfactor.co.uk
Consider & adapt
your message across touch points



Ensure the message 

is considered & delivered across devices

www.flickr.com/photos/visualpunch/7351572896
“ Content needs to be choreographed to 

ensure the intended message is preserved on any
device and at any width “
- Trent Walton

www.thismanslife.co.uk/projects/lab/responsivewireframes/#desktop/
“ A good piece of UX has a narrative and clearly
tells a story, or at least part of a story on a particular
journey. As a designer - everything I do and make is
communicating something to someone. ”
- Steve Whittington

Design Director 

Dare

www.flickr.com/photos/g-ratphotos/3404474275
Whoever it is for, 

we always need to sell it

www.flickr.com/photos/jox1989/5143301136
It all start with 

Once upon a time...

www.flickr.com/photos/snugglepup/3317051065
Or maybe

Once upon a design...

www.flickr.com/photos/snugglepup/3317051065
Any questions?

www.flickr.com/photos/perolofforsberg/6691744587
Thank you
@annadahlstrom @UXFika
www.annadahlstrom.com
www.flickr.com/photos/katerha/8435321969

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Designing Around Storytelling - Digital Pond, London 06 Feb 2014

  • 1. Designing around storytelling The power of stories & how they can be used in UX design by Anna Dahlström | @annadahlstrom @UXFika Digital  Pond,  06  Feb  2014 www.flickr.com/photos/katerha/8435321969
  • 2. Once upon a time in a city called ‘Lund’... xxxxwww.flickr.com/photos/ulfk/7976687420
  • 3. There where 
 plenty of story time www.flickr.com/photos/excomedia/sets/72157622519563566with/5233990438
  • 4. We travelled 
 through those stories www.flickr.com/photos/conorkeller/7860288604
  • 5. “ We are as a species addicted to stories. ” - The Storytelling Animal by Jonathan Gottschall
 www.flickr.com/photos/namkeng/3209117837
  • 7. Every brand wants 
 to tell their story www.flickr.com/photos/kelstew/3658900542
  • 8. “ If you can’t tell it, you can’t sell it. ” - Peter Guber
 www.flickr.com/photos/g-ratphotos/3404474275
  • 9. “ Results repeatedly shows that our attitudes, fears, hopes, and values are strongly influenced by story. In fact, fiction seems to be more effective at changing beliefs than writing that is specifically designed to persuade through argument and evidence." Entering fictional worlds radically alters the way information is processed. ” - FastCompany, Why storytelling is the ultimate weapon www.flickr.com/photos/g-ratphotos/3404474275
  • 11. Not just for messaging but also an integral part of the design process www.flickr.com/photos/saucef/7184615025
  • 12. “ Storytelling is at the heart of everything ” - Steve Levitt
 www.flickr.com/photos/g-ratphotos/3404474275
  • 13. There is an element 
 of magic involved www.flickr.com/photos/carlosfpardo/6791950592
  • 15. ‘ Now you see me. ’
  • 16. Javier Perez via http://the-wonderist.com/2013/11/05/how-to-see-things-with-new-eyes
  • 17. ‘ Now you don’t. ’
  • 18. Queenie Liao’s ‘Wengenn in Wonderland’ via www.boredpanda.org/wengenn-in-wonderland-sioin-queenie-liao
  • 19. What do we want our users to see?
 What is the story we want to tell?
  • 20. Where do we want to take them?
  • 21. “ Historically, stories have always been igniters 
 of action, moving people to do things. ” - Peter Guber
 www.flickr.com/photos/g-ratphotos/3404474275
  • 22. Every story 
 takes us on a journey Image via Shutterstock
  • 23. Storytelling can 
 provide powerful call to actions www.flickr.com/photos/piermario/4188959762
  • 24. Stories have the ability to motivate, change and create connections Image via Shutterstock
  • 25. What 
 makes for a good story?
  • 26. The basic structure of a story A beginning
 A middle
 The end

  • 27. Dramaturgy 
 knowing how to apply & structure elements to tell a story
  • 28. How a story is told impacts the human experience of its audience Image via Shutterstock
  • 29. Three act structure PLOT POINT ONE inciting incident PLOT POINT TWO mid point climax confronts the main character tries to solve the problem but don’t yet have the skills the dramatic question is answered Act one
 Act two
 Act three
 Setup Confrontation Resolution
  • 30. Three act structure - applied to UCD PLOT POINT ONE 2. Starts to consider
 inciting incident confronts the main character PLOT POINT TWO 4. Makes a decision
 mid point tries to solve the problem but don’t yet have the skills 1. Becomes aware
 3. Looks further into it
 Act one
 Act two
 Setup Confrontation climax the dramatic question is answered 5. Takes action
 / no action
 Act three
 Resolution
  • 31. I asked my dad for 
 3 principles around good storytelling www.flickr.com/photos/perolofforsberg/6691744587
  • 32. 01 
 Captures the imagination
  • 33. “ If you can imagine yourself in a situation, 
 it’s infinitely scarier. ” - Brad Falchuk
 www.flickr.com/photos/g-ratphotos/3404474275
  • 34. Users need to 
 be able to relate www.flickr.com/photos/estherase/1292315618
  • 35. We need to understand who they are www.flickr.com/photos/cannedtuna/4852756417
  • 36. “ I need to understand who has to get what out of the thing I'm designing and I'm only satisfied a visual has been executed well once I'm confident it's telling the right story to the right person in the right way. ” - Steve Whittington
 Design Director 
 Dare www.flickr.com/photos/g-ratphotos/3404474275
  • 37. 02 
 The dynamic of the story
  • 38. What are the events
 & people that tie it all together www.flickr.com/photos/erin_ryan/2584551310
  • 39. The ever important
 red thread www.flickr.com/photos/pulpolux/3692396234
  • 40. 03 
 An element of surprise
  • 41. “ In general there should be a basic idea of where the story is going, but not for every character. You don't know who's going to die and who's going to start becoming more important. Big picture-wise, there’s a basic idea, but you need some surprises too. It’s like driving from New York to LA: you know you’re going to get to LA, but there’s 10 different routes you could take. ” - Brad Falchuck
 www.flickr.com/photos/g-ratphotos/3404474275
  • 42. Include an element of 
 surprise & exploration www.flickr.com/photos/conorkeller/4028043294
  • 43. Let users 
 find their way around your content www.flickr.com/photos/conorkeller/3879321839
  • 44. Consider non-linear 
 & new forms of storytelling Image via Shutterstock
  • 45. How 
 do we go about it?
  • 46. It starts with this PLOT POINT ONE 2. Starts to consider
 inciting incident confronts the main character PLOT POINT TWO 4. Makes a decision
 mid point tries to solve the problem but don’t yet have the skills 1. Becomes aware
 3. Looks further into it
 Act one
 Act two
 Setup Confrontation climax the dramatic question is answered 5. Takes action
 / no action
 Act three
 Resolution
  • 47. Feel good Delight Identify key points PLOT POINT ONE 2. Starts to consider
 inciting incident confronts the main character PLOT POINT TWO 4. Makes a decision
 mid point tries to solve the problem but don’t yet have the skills 3. Looks further into it
 Act one
 Act two
 the dramatic question is answered 5. Takes action
 / no action
 Hygiene 1. Becomes aware
 climax Setup Confrontation Act three
 Resolution
  • 48. Look at where 
 you want to delight them www.flickr.com/photos/31878512@N06/4945216951/in/photostream
  • 49. And also where 
 the biggest barriers may be Image via Shutterstock
  • 50. Plan for multiple 
 entry & exit points www.flickr.com/photos/danieldslee/6913766642
  • 51. Identify content, functional & interaction elements to addresses the needs www.flickr.com/photos/angietorres/4564135455
  • 52. Ensure there is
 a good balance www.flickr.com/photos/17207222@N02/5601758478
  • 53. Feel good Delight Not appropriate, or realistic PLOT POINT ONE 2. Starts to consider
 confronts the main character Hygiene 1. Becomes aware
 PLOT POINT TWO 4. Makes a decision
 mid point tries to solve the problem but don’t yet have the skills 3. Looks further into it
 climax the dramatic question is answered 5. Takes action
 / no action
 inciting incident Act one
 Setup Act two
 Confrontation Act three
 Resolution
  • 54. We cannot be at the top all the time www.flickr.com/photos/alexnormand/5992512756
  • 55. Feel good Delight More realistic PLOT POINT ONE 2. Starts to consider
 inciting incident confronts the main character PLOT POINT TWO 4. Makes a decision
 mid point tries to solve the problem but don’t yet have the skills 3. Looks further into it
 Act one
 Act two
 the dramatic question is answered 5. Takes action
 / no action
 Hygiene 1. Becomes aware
 climax Setup Confrontation Act three
 Resolution
  • 56. Delivering 
 the right content at the right time
  • 57. We need to know:
 What we want to say
 What we want our users to do
  • 59. Identify 
 content & functionality for each main user
  • 60. Look at how to tailor views based on 
 who the user is & their behaviour Image via Shutterstock
  • 61. Context 
 & prior knowledge plays a key role
  • 62. Tailor messaging 
 & tone of voice www.flickr.com/photos/pgoyette/168076182
  • 63. Consider location 
 & cultural differences www.flickr.com/photos/scary_mary/5700384580
  • 64. “ Visit intent is likely to vary between these two segments. For example, new visitors are less likely to trust your brand and understand the key benefits to shopping with you. ” - Econsultancy
 www.flickr.com/photos/g-ratphotos/3404474275
  • 65. Make use of different ways to capture & engage the user www.flickr.com/photos/snugglepup/5225953124
  • 66. Tell a continuos story 
 with delights along the way www.maxfactor.co.uk
  • 67. Consider & adapt your message across touch points 

  • 68. Ensure the message 
 is considered & delivered across devices www.flickr.com/photos/visualpunch/7351572896
  • 69. “ Content needs to be choreographed to 
 ensure the intended message is preserved on any device and at any width “ - Trent Walton www.thismanslife.co.uk/projects/lab/responsivewireframes/#desktop/
  • 70. “ A good piece of UX has a narrative and clearly tells a story, or at least part of a story on a particular journey. As a designer - everything I do and make is communicating something to someone. ” - Steve Whittington
 Design Director 
 Dare www.flickr.com/photos/g-ratphotos/3404474275
  • 71. Whoever it is for, 
 we always need to sell it www.flickr.com/photos/jox1989/5143301136
  • 72. It all start with 
 Once upon a time... www.flickr.com/photos/snugglepup/3317051065
  • 73. Or maybe
 Once upon a design... www.flickr.com/photos/snugglepup/3317051065