The document describes the hero's journey monomyth framework, which consists of 3 stages (separation, initiation, return) and 7 steps that a hero goes through in a story. It then uses this framework to design a mobile application journey for a hero named Thabiso, outlining each step of his call to adventure, challenges faced, transformation, and return. The goal is to understand how to better engage and support users by mapping their experience to the classic hero's journey narrative structure.

1. THE HERO’S JOURNEY
A S A T O O L F O R D E S I G N

2. WHY WE TELL STORIES
Influence
Teach
Inspire

3. 3
THE
MONOMYTH
“A cyclical journey or quest undertaken by
a mythical hero."

4. 4

5. 5
STAGES
OF THE HERO’S JOURNEY
Separation
Initiation
Return

6. 6
05
JOURNEY
OUR HERO’S
Define our Hero
01
02
Call to Adventure
03
Refusal of the call
04
Crossing the threshold05
Challenges
06
Transformation
07
The Return

7. DEFINE
OUR HERO
01

8. MEET
THABISO

9. CALL TO
ADVENTURE
02

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11
What
prompts
our hero
to engage
with us?
Unique needs
How can we cater to
these?
Brand & marketing
How does it influence
our hero?
Referral
What are others saying
about our products and
services?

12. REFUSAL
OF THE CALL
03

13. 13
Complicated process
Too many steps, difficult
to complete a task
Lack of awareness
Marketing is
insufficient
Past experience
Previous engagement
with our App did not go
so well
What
discourages
our hero
from
engaging
with us?
Competitors
Do they offer something
better?
71% Churn within 90 days

14. CROSSING
THE THRESHOLD
04

15. 15

16. 16
Having the
right
product or
service on
the right
channel
Mobile app Website Physical store

17. CHALLENGES
FACED
05

18. 18

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19
Addressing
the
challenges
faced by
our hero

20. TRANSFORMATION
OF OUR HERO
06

21. 21

22. 22
How has
our hero
been
transformed Save time Save money Overall experience

23. THE RETURN
HOME
07

24. 24

25. 25
The return -
what has
changed for
our hero?
Knowledge
Experience
Referral

26. THANK YOU
@AtishaD