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Story First: Crafting Products That Engage

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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.

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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.

Published in: Technology

Story First: Crafting Products That Engage

  1. DONNA LICHAW | DONNALICHAW.COM | @DLICHAW STORY FIRST CRAFTING PRODUCTS THAT ENGAGE
  2. MAKE THINGS GO BOOM
  3. HOW STORY WORKS
  4. Beginning Middle End
  5. Hero Goal Exposition
  6. Inciting Incident or Problem Hero Goal Exposition
  7. Rising Action Inciting Incident or Problem Hero Goal Exposition
  8. Rising Action Inciting Incident or Problem Hero Goal Exposition Crisis
  9. Climax or Resolution Rising Action Inciting Incident or Problem Hero Goal Exposition Crisis
  10. Falling Action Climax or Resolution Rising Action Inciting Incident or Problem Hero Goal Exposition Crisis Denouement
  11. End Falling Action Climax or Resolution Rising Action Inciting Incident or Problem Hero Goal Exposition Crisis Denouement
  12. End Falling Action Climax or Resolution Rising Action Inciting Incident or Problem Hero Goal Exposition Crisis Denouement
  13. LIFE IS A STORY YOU ARE THE HERO
  14. Goal Met Who 
 Goal Value & Competitive advantage Problem Product Name Market Category Takeaway Competition
  15. iPhone Smartphone Listen to Music
 Make Phone Calls Sucks to Carry Two Devices 2-in-1 iPod Phone Usability Cost Listen to music
 Make phone calls Want?
  16. 2-in-1 iPhone Smartphone Want iPod Phone Listen to Music
 Make Phone Calls Listen to Music
 Make Phone Calls Sucks to Carry Two Devices 2-in-1 (Anticlimactic)
  17. http://mobile-review.com/articles/2010/iphone-history1-en.shtml Patents 20070152979 20070155369 20070155434 July 24, 2006
  18. iPhone Smartphone Listen to Music
 Make Phone Calls Sucks to Carry Two Devices Difficult to Use (Cliffhanger) 2-in-1
  19. CommunicateCommunicate The best way to communicate
 Works like magic
 3-in-1 Smartphones Suck iPhone Smartphone Want Don’t want Usability iPod Phone
  20. Inciting Incident
  21. Rising Action
  22. Rising Action
  23. Rising Action
  24. Crisis
  25. Climax
  26. Falling Action
  27. End
  28. Goal Met Who 
 Goal Solve Problem
 Experience Value Problem
 Incentive
 CTA Flow Finish
 Flow Impediment Sign up Payment Funnel drop-off (metrics) Mental hurdles Boredom Lack of value Usability
  29. MICRO-STORIES AND HABIT LOOPS
  30. Hours 1 2 3 4 5 6 ∞ Days Weeks Months Years LONG-TERM engagement
  31. LONG-TERM engagement
  32. THERE IS NO SUCH THING AS AN ACTUAL EXPERIENCE
  33. UTILITY DESIRABILITY VALUE CHOICE USABILITY
  34. WHAT’S THE STORY? Who is your hero? What is their goal? How might this story play out?
  35. DONNALICHAW.COM 
 @DLICHAW THE USER’S JOURNEY THANK YOU.

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