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Telling stories ltux london presentation 20181127

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Stories are extremely powerful. They can communicate information very efficiently and help us win trust.

But stories are more than just a series of events arranged in some kind of a sequence. The way we tell stories matters. As UX practitioners, we need to be mindful of the choices we make in telling stories. How do we decide what gets included and what's left on the margins? How does the way we share information about our users, and to our users, create meaning in its own right?

These slides are from a talk I gave to the London, Ontario chapter of Ladies that UX on November 27, 2018.

Published in: Design
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Telling stories ltux london presentation 20181127

  1. 1. Telling stories Why Narrative Matters to UX David Drysdale http://www.mobydiction.ca https://www.linkedin.com/in/djdrysdale
  2. 2. Mr Vogt It makes people uncomfortable when computers act like they are humans. “ Hi! Any questions about pricing? I’m here to help. 😬
  3. 3. One day, I'll put my resume up on this page… Maybe I'll land a cool job with computers somewhere.... :-) — me, ca. 1996 “
  4. 4. • What is storytelling? • What stories do we tell about our users? • What stories do we tell to our users?
  5. 5. Not a neuroscientist.
  6. 6. –Douglas Merrill Stories have everything that facts wish they had but never will: colour, action, characters, sites, smells, sounds, emotions—stuff that we can easily relate to. “
  7. 7. Not a chemist, either.
  8. 8. Inciting Incident Resolution Climax Rising Action
  9. 9. Rockwell Kent’s illustrations, not mine.
  10. 10. Rockwell Kent’s illustrations, not mine.
  11. 11. What stories do we tell about our users?
  12. 12. Quote: “I’d strike the sun if it insulted me.” Ahab Age: 58 Occupation: Captain Home: Nantucket Seaworthiness Monomania Vengefulness Tech Literacy Goals: Destroy Moby Dick Frustrations: Can’t find Moby Dick Behaviours: Stomping around the deck of the ship at night; soliloquizing
  13. 13. –Kim Goodwin Personas without scenarios are like characters with no plot. “
  14. 14. “As a captain of a whaling ship, I want to know the whereabouts of one specific whale so that I can satisfy my desire for vengeance.”
  15. 15. http://www.adaptivepath.org/ideas/the-anatomy-of-an-experience-map/
  16. 16. What stories do we tell to our users?
  17. 17. Call me Ishmael. Some years ago—never mind how long precisely—having little or no money in my purse, and nothing particular to interest me on shore, I thought I would sail about a little and see the watery part of the world. It is a way I have of driving off the spleen and regulating the circulation. Whenever I find myself growing grim about the mouth; whenever it is a damp, drizzly November in my soul; whenever I find myself involuntarily pausing before coffin warehouses, and bringing up the rear of every funeral I meet; and especially whenever my hypos get such an upper hand of me, that it requires a strong moral principle to prevent me from deliberately stepping into the street, and methodically knocking people’s hats off—then, I account it high time to get to sea as soon as I can. Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
  18. 18. Need to know Nice to know
  19. 19. Get a Quote Term 10 Life Insurance Flexible, affordable life insurance Swiped from an actual competitor website
  20. 20. Get a Quote Term 10 Life Insurance Flexible, affordable life insurance Swiped from an actual competitor website
  21. 21. Inciting Incident Resolution Climax Rising Action
  22. 22. Be mindful.
  23. 23. Work together.
  24. 24. Question assumptions.
  25. 25. THANK YOU Kate Beaton

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