Our Hero: Storymapping the user experience
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How do we discover and map out the user’s journey through our products and services so that we can offer a great experience? Is there a way we can plan for obstacles that may prevent the user completing their goals? Storymapping is a tool for mapping out the user experience and creating empathy between the product team and the all-important user.
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Our Hero: Storymapping the user experience
- 1. OUR HERO Storymapping the User Experience
- 2. Who AM I? This is not an existential question.
- 3. My name is David Hall, Head of Design.
- 4. One of my most important roles is finding ways of communicating effectively with the product team.
- 5. “The human species thinks in metaphors and learns through stories.” Mary Catherine Bateson Cultural anthropologist
- 6. Let me tell you a STORY A true story about addiction and loss.
- 7. This was my first computer. It was 1983.
- 8. Manic Miner was my first gaming experience. How did it end? Find out at the end of the show.
- 10. This is not a Storymapping session. Jorgeroyan, Netherlands (2008)
- 11. “Stories are memory aids, instruction manuals and moral compasses.” Aleks Krotoski Social psychologist
- 12. Storymapping is a professional grade tool used for creating great products. Image by Sebastiaan ter Burg
- 13. A short HISTORY
- 14. Aristotle Originator of the classical story structure. A story has “a beginning and middle and end”
- 17. 1 Exposition
- 18. Government scientific researchers are investigating the disappearance of Air Force planes over the desert. A three-year-old boy disappears one night.
- 19. 2 Rising Action
- 20. Roy Neary (Richard Dreyfuss) witnesses an unidentified flying object. Roy meets Jillian, the mother whose child went missing at the beginning. They both travel to Devils Tower to discover the truth.
- 21. 3 Climax
- 22. Roy and Jillian finally reach Devils Tower as an enormous mothership descends. A group of government researchers and UFO enthusiasts (including Roy) get ready to greet the alien visitors.
- 23. 4 Falling Action
- 24. The mothership opens its doors and begins releasing animals and people. Jillian is finally reunited with her lost boy. The aliens finally appear from the mothership. They select Roy to come with them on their travels.
- 25. 5 Dénouement
- 26. Roy ascends with the aliens. The end.
- 27. “What’s great about ‘story’ is that it provides you with a framework for turning your customers into heroes.” Donna Lichaw Originator of Storymapping for UX
- 28. What’s the GOAL?
- 29. For a story to be worthwhile, it must have a point. The user’s goal is that point.
- 30. For a story to be worthwhile, it must have a point. The user’s goal is that point. If you don't have a point, you won’t have a compelling story.
- 31. Job Story structure Let’s discover the user’s motivations and goals first. When a __________, (the situation that the user is in) They want to __________, (the motivation of the user) So they can __________. (the goal that the user wants to accomplish)
- 32. Our new Job Story When a Project Manager needs a team member to get a task done, They want to assign a task to team member, So they can delegate multiple jobs and make a team member responsible for each project.
- 34. All you need are Post-It Notes, markers and a wall.
- 37. EXPOSITION: The user’s goal.
- 38. EVENT: The call to action that initiates action.
- 40. RISING ACTION: Steps the user takes.
- 47. CRISIS: The impediment to the user.
- 49. RESOLUTION: How our user overcomes previous obstacles.
- 51. FALLING ACTION: This is about closure. How the user finishes off.
- 53. THE END: Where the user ends up.
- 54. EXPAND: Add extra information.
- 56. What to do NEXT
- 57. “There’s always room for a story that can transport people to another place.” J.K. Rowling Author Image by jez s
- 58. Start with data
- 59. Have a goal Start with data
- 60. Use it to brainstorm Have a goal Start with data
- 61. Use it to brainstorm Then use it to identify issues Understand the user’s goal Start with data
- 63. Did I ever finish Manic Miner?
- 64. I never finished Manic Miner the first time. The cassette got jammed.
- 65. But I did play it 22 years later.
- 66. This is the moment that Manic Miner ends. I was waiting for something spectacular.
- 67. No ‘congratulation’ screen. No fanfare. Nothing. The game just started again. I felt cheated.
- 68. What’s the moral of this story?
- 69. Make your user the hero of the story...
- 70. ...and make their journey worthwhile.
Editor's Notes
- Welcome everyone. Thanks for coming. I will be talking about Storymapping. I hope you find it relevant.
- My name is David Hall Head of Design at Compliance & Risks. Work with developers both here in Cork and California. This can be challenging.
- I do many jobs as a designer, Apply Design thinking to what we do Create the visual design, look and interactions Optimise the user experience Foster creativity But a large role is communication Empathising: Understanding the human needs involved. Defining: Re-framing and defining the problem in human-centric ways. Ideating: Creating many ideas in ideation sessions. Prototyping: Adopting a hands-on approach in prototyping. Testing: Developing a prototype/solution to the problem.
- Stories are a great way to communicate design ideas. Everyone gets it It create empathy
- When I was 10, my parents bought me a Spectrum 48k. I first learnt to code on this.
- I became addicted to Manic Miner. Sneak out at night. Sat excitedly in my pyjamas as it took 8 minutes to load up. My only goal for those few months in 1983 was to finish it. And what happened? Find out later on.
- When many people hear the word ‘story’ they think... It’s just storytelling, like reading to a child. People sitting around a campfire telling ghost stories. Group therapy session revealing their secrets.
- It’s not an ‘Arts and Craft’ type of thing. Storymapping is a serious tool.
- Technique to discover users' behaviour as they journey through your product and service. Plan for potential obstacles that may prevent the user completing their goals. A way of creating empathy between the product team and user.
- Think of any film. It begins with a character or characters. An event occurs that changes their situation. It causes conflict. That is resolved in some way by the end. The origins go back to Aristotle. Classical story structure. 335BC
- In 1863 Gustav Freytag German playwright created the Pyramid. Investigated ancient Greek drama and plays of Shakespeare. He saw common patterns and introduced the five-act story arc. Still in use today.
- An example of this applied to a movie. Very timely – 40th Anniversary version has just been released. Apologies for the spoiler.
- Government scientific researchers are investigating the disappearance of Air Force planes over the desert. A thumping score by John Williams opens up A three-year-old boy disappears one night.
- Roy Neary (Richard Dreyfuss) witnesses an unidentified flying object. There are many scenes with his interactions family where his behavior becomes more erratic Roy meets Jillian, the mother whose child went missing at the beginning. They both travel to Devils Tower to discover the truth.
- Roy and Jillian finally reach Devils Tower as an enormous mothership descends. A group of government researchers and UFO enthusiasts (including Roy) get ready to greet the alien visitors. That’s where we hear that famous five note tune
- The mothership opens its doors and begins releasing animals and people. Jillian is finally reunited with her lost boy. The aliens finally appear from the mothership. They select Roy to come with them on their travels.
- Roy ascends with the aliens. The end
- You can see how powerful this story arc is – visualising the plot of a movie and story. Donna Lichaw, a strategy consultant. Came up with Storymapping a few years ago, by applying Freytag’s Pyramid to product and service design. By using the story arc, from exposition to denouement, we are visualising a natural process that is understandable by everyone.
- Before we get to our example. Talk about goals.
- So the ultimate goal is delegation and getting a team to become responsible. There are many ways we can do that. We will choose a simple feature that might solve the user’s problem.
- Many things you can use: Post-it notes on a wall. Cards or sheets of paper on the ground. Coloured markers on a whiteboard. Whatever works for you.
- Here is one I made earlier. Very simple. Explain it….
- This is our Project management app. To let you visualise what we are brainstorming. But you do not need anything to start mapping. If we remember our Job Story – we are building in a new Tasks feature. We can satisfy the user’s goal with a Task feature.
- A Project Manager. Needs to assigns tasks to his team.
- User taps on the New Task button
- Here is where we have decided to place our New task action.
- The steps are... Enters comment Adds the assignee Adds due date Adds relevant project Clicks Save
- The steps are...
- Enters comment
- Adds the assignee
- Adds due date
- Adds relevant project
- Clicks Save
- User can’t find to add Task It was difficult to find the assignee name – so many team members Needed to see more info of the project that this task is referring too So many clicks
- It was difficult to find the assignee name – so many team members
- User is able to pick a list of assignees and also type their name User is able to minimise the task area to see the project details beneath User is able to click on the team member before they created task, cut down on steps
- User is able to pick a list of assignees and also type their name
- This is how we finish off the flow after they have achieved their goal. They have created a new task. Where should we take them or show them? Where does the Task go?
- User sees a notification that says the assignee has been sent an email. They get an option to create another task.
- If they don’t add another task, what might happen? They might return to the dashboard They may go to Team profile page They can log out But hopefully they are better off then when they started. There goal should be met
- You can expand this technique further. Isolate an interaction in the plot if there is an issue. Apply Psychological or Visual Design Principles to improve interactions. Really basic example: Progressive Disclosure minimises distraction by only displaying information when the user needs it. We can introduce an ‘Advanced’ button for rarely used options. These stories can be as short and long as you like. But a word of caution. Keep it simple.
- User sees a notification that says the assignee has been sent an email. They get an option to create another task.
- To recap... Storymapping puts motivation and behaviour of the user front and centre. It is a journey that is understandable by everyone. We can map out a customer journey in any way we like. Try Storymapping it out on anything you like. You have an event or party you are organising. Map this out. An idea for a new service. Map it out.
- So a few simple rules to get started
- What’s the moral of the story?
- What’s the moral of the story?
- To show you how you can apply Storymapping to anything. Let’s take Service Design. Say we are planning an event in the home EXPOSITION: User: Father Goal: Fussy toddler who must be fed EVENT: I have forgotten to feed him RISING ACTION: Find nutritious food in freezer Heat it up Put food in front of child Scoop spoonful of food into his mouth His mouth resists I force spoon into mouth Resists further I try again and again Still no budge Suddenly child knocks away bowl of food CRISIS: Child is screaming ‘no I don’t like’ I’m sweating and want to lie down RESOLUTION: Give him something nutritious that he has successfully eaten in the past Give him the usual sausages he lives on Give him a treat instead FALLING ACTION: I wipe stew off the side of my face Child walks away happy as he eats some chocolate DENOUEMENT: Child goes to sleep I am happy