While many of us seek out the newest and shiniest tools, methods, and processes to design products and services, we often overlook one of the oldest, leanest, most effective tools out there: the structurally sound story. Whether we are consciously aware of it in the moment or not, we humans experience everything as if it was a story – the better the story, the more engaging, memorable, and repeatable the end-experience. In this talk, you will learn how taking a story-first approach to design and development can help you engineer products and services that better engage your customers, just like a TV show or movie. You'll see how using story as a tool will help you not just talk about products and services, but build them plot point, by plot point, ultimately setting the foundation for your product's success.
About Donna Lichaw
Donna is the author of The User’s Journey: Storymapping Products That People Love. Through her writing, speaking, and much loved Storymapping Workshop, Donna guides startups, non-profits, and global brands in optimizing their digital products and services by providing them with a simplified way to drive user engagement. Utilizing her ‘story first’ approach, she helps organizations define and refine their value proposition, transform their thinking, and better engage with their core customers.
Recognized as a thought leader in storytelling and customer engagement strategies, she has presented as a keynote speaker at design and technology conferences in the US, Canada and Europe. She has also taught courses at New York University, Northwestern University, The School of Visual Arts, and Parsons the New School for Design. Prior to her career in technology, she refined her talent for storytelling and narrative development as an award-winning documentary filmmaker. You can find her on the web at www.donnalichaw.com.