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Story-driven Data-telling

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What does a great experience have in common with a great story? Everything. Whether your product's users realize it or not in the moment, they experience everything as if it was a story. The better the story, the more likely they are to want to use your product, continue to use it, pay to use it, and recommend it to others. This story is not told, however—it is experienced. As such, this story can be measured, communicated, optimized, and tested with real data—data that you are probably already collecting. Learn how compelling stories run though successful, engaging products and how you can use qualitative and quantitative data to parse out and engineer similar stories in your own work.

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Donna Lichaw, author of The User's Journey, is a consultant, speaker and writer with 15+ years of experience guiding startups, non-profits, and global brands in optimizing their digital products and services through impactful storytelling.

Learn more in her new book, The User's Journey: Storymapping Products That People Love: http://www.donnalichaw.com/the-users-journey/

Published in: Technology

Story-driven Data-telling

  1. 1. DONNA LICHAW . DONNALICHAW.COM . @DLICHAW . STORY-DRIVEN DATA-TELLING
  2. 2. MAKE THINGS GO BOOM
  3. 3. HOW STORY WORKS
  4. 4. Beginning Middle End
  5. 5. Hero Goal Exposition
  6. 6. Inciting Incident or Problem Hero Goal Exposition
  7. 7. Rising Action Inciting Incident or Problem Hero Goal Exposition
  8. 8. Rising Action Inciting Incident or Problem Hero Goal Exposition Crisis
  9. 9. Climax or Resolution Rising Action Inciting Incident or Problem Hero Goal Exposition Crisis
  10. 10. Falling Action Climax or Resolution Rising Action Inciting Incident or Problem Hero Goal Exposition Crisis Denouement
  11. 11. End Falling Action Climax or Resolution Rising Action Inciting Incident or Problem Hero Goal Exposition Crisis Denouement
  12. 12. End Falling Action Climax or Resolution Rising Action Inciting Incident or Problem Hero Goal Exposition Crisis Denouement
  13. 13. LIFE IS A STORY YOU ARE THE HERO
  14. 14. Goal Met Who 
 Goal Value & Competitive advantage Problem Product Name Market Category Takeaway Competition
  15. 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. 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. 17. http://mobile-review.com/articles/2010/iphone-history1-en.shtml Patents 20070152979 20070155369 20070155434 July 24, 2006
  18. 18. iPhone Smartphone Listen to Music
 Make Phone Calls Sucks to Carry Two Devices Difficult to Use (Cliffhanger) 2-in-1
  19. 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. 20. HELLO.
  21. 21. Communicate a shared strategic vision Innovate and prioritize against that vision Align everything and everyone towards that vision
  22. 22. ENVISION THE USER’S JOURNEY AS A HERO’S JOURNEY
  23. 23. 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 Awareness Acquisition Conversion Revenue Measureable }
  24. 24. SHORT-TERM engagement
  25. 25. LONG-TERM engagement
  26. 26. Minutes 1 2 3 4 5 6 ∞ Hours Days Weeks Months Years LONG-TERM engagement
  27. 27. LONG-TERM engagement
  28. 28. THERE IS NO SUCH THING AS AN ACTUAL EXPERIENCE
  29. 29. UTILITY DESIRABILITY VALUE CHOICE USABILITY
  30. 30. FINDING YOUR STORY
  31. 31. LOOK
  32. 32. LISTEN
  33. 33. TESTING YOUR STORY
  34. 34. IDEATION v PROTOTYPING Branching exploration Incremental Refinement
  35. 35. North by Northwest storyboard/film comparison one1more2time3.wordpress.com STORYBOARDING
  36. 36. “Huh, I didn’t know that.” Watch video Take a quiz Learn something in
 first few minutes + see progress
  37. 37. Learn something in
 first few minutes + see progress Watch video Take a quiz
  38. 38. 2x engagement 10x paying customers
  39. 39. AGENDA ‣ INSERT CHAPTER TITLES 51
  40. 40. DATA WITHOUT A STORY ARE A BUNCH OF NUMBERS
  41. 41. NUMBERS DON’T MOVE PEOPLE TO ACTION. STORIES DO.
  42. 42. WHAT IS THE STORY?
  43. 43. DONNALICHAW.COM | @DLICHAW THE USER’S JOURNEY datauxmeetup 20% off }

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