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Storytelling 4 Innovation


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Innovation ist ohne Stories und Storytelling nicht möglich. Anhand der Hero's Journey wird der Einsatz von Stories im Innovationsprozesse eingeführt.

Präsentation zum 1. Crea Germany Meetup, Hamburg

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Storytelling 4 Innovation

  1. 1. Storytelling 4 Innovation #meetCREAGermany 09. April 2018 @jenshoffmann StrategicPlay® a brand of Hoffmann Consulting GmbH
  2. 2. Imagination allows us To aim higher
  3. 3. Photo by mauro mora on Unsplash StorieS transport and Cultivate Empathy
  4. 4. 22% Die Wahrscheinlichkeit, dass wir uns an etwas erinnern, ist 22% höher, wenn es als Story verpackt ist. (Jerome Bruner, Making Stories: Law, Literature, Life)
  5. 5. The Innovation STORY 1 2 3 4 5 Introduction Set the stage by introducing: the characters their goals and motivation the current situation the call to action The Vision Give a Glimpse of a better future: What is the hope What might be necessary changes to make things better The Challenges A window of opportunity opens: What Could trigger a change How Could the Change look like, feel, be exprerienced How could the game change for the the characters. How could they change the game The Climax: The Solution Describe the positive change: What is the moment of breakthrough How The Goal has been achieved The GRAND Finale: Enjoy & Learn Time for Testing and Feedback: What have the characters learned How have they grown 5 PortiaTung&KatrinElster ThisworkislicensedunderaCreativeCommons Attribution4.0InternationalLicense.
  6. 6. The Heroine Photo by Alexandra Gorn on Unsplash
  7. 7. Call to Action: The Vision Photo by Félix Lam on Unsplash
  8. 8. Transformation Step 1: The Fellowship Photo by on Unsplash
  9. 9. Transformation Step 2: Solution Design Photo by Michał Parzuchowski on Unsplash
  10. 10. The Solution Photo by Pierre T. Lambert on Unsplash Photo by Jakob Owens on Unsplash
  11. 11. Experience & Learn Photo by on Unsplash
  12. 12. Session Plan (Part I) Scene Challenges Approach / Methods The Limit is your Imagination Point backwards as far as you can Point Backwards (3x and imagine a new target each time) The Heroine Character Profile Personas Empathy Maps Role Playing Call for Action The Vision Jobs to be Done LEGO® SERIOUS PLAY®
  13. 13. Session Plan (Part II) Scene Challenges Approach / Methods Challenges The Fellowship (Cast Profiles) Design Challenges Stakeholder Maps /Stakeholder Personas Customer Journeys The Solution Create, Build or Play the Solution Story Prototypes Storyboards Customer Journeys User Stories Grand Finale: Enjoy & Learn Celebrate and Learn Presentation Minimum Viable Product
  14. 14. If you’d like to Learn more about the Methods, choose from the Method Cards: Inspiration Cards
  15. 15. Personas The personas are archetypes built after an exhaustive observation of the potential users. Each persona is based on a fictional character whose profile gathers up the features of an existing social group. In this way the personas assume the attributes of the groups they represent: from their social and demographic characteristics, to their own needs, desires, habits and cultural backgrounds. Learn more: ★ Personas - a simple introduction 15
  16. 16. Empathy Map Attitudes and behaviors in an empathy map help to align on a deep understanding of end users. The mapping process also reveals any holes in existing user data. An empathy map is a collaborative visualization used to articulate what we know about a particular type of user. It externalizes knowledge about users in order to 1) create a shared understanding of user needs, and 2) aid in decision making. Learn more: ★ Update Empathy Map Canvas 16
  17. 17. Storyboards Storyboards communicate a concept by visualizing user interactions. They use the art of the narrative to focus on a person's experience of using your service or product. Storyboard development is one way to prototype your concept. Use Storyboards to move beyond the functional view and into the human story of the experience, to shift the focus to the user and the problem that the new experience solves." Learn more: ★ Storyboards and Sketch Prototypes for Rapid Interface Visualisation 17
  18. 18. Customer Journey Maps The customer journey map is an oriented graph that describes the journey of a user by representing the different touchpoints that characterize his interaction with the service. In this kind of visualization, the interaction is described step by step as in the classical blueprint, but there is a stronger emphasis on some aspects as the flux of information and the physical devices involved. Learn more: ★ Customer Journey Mapping: Everything You Need to Know 18
  19. 19. User Stories Story mapping is a technique championed by Jeff Patton. It provides us with a way to envisage the entire product or service as a series of tasks which the user completes. In purely practical terms, it involves building a grid of user stories which are laid out under headings that represent the user’s experience moving through your product. This can be done iteratively over a series of conversations between team members. So a first attempt might look something like this, with user stories grouped under their respective features Learn more: ★ User Story Mapping by Jeff Patton 19
  20. 20. LEGO® SERIOUS PLAY® The LEGO® SERIOUS PLAY® methodology is an innovative process designed to enhance innovation and business performance. Based on research which shows that this kind of hands-on, minds-on learning produces a deeper, more meaningful understanding of the world and its possibilities, the LEGO® SERIOUS PLAY® methodology deepens the reflection process and supports an effective dialogue – for everyone in the organization. The LEGO® SERIOUS PLAY® methodology is an innovative, experimental process designed to enhance innovation and business performance. Learn more: ★ LEGO® SERIOUS PLAY® - The Method 20
  21. 21. Jobs to be Done A Job to be Done is the process a consumer goes through whenever she aims to transform her existing life-situation into a preferred one, but cannot because there are constraints that stop her. A job to be done (JTBD) is a revolutionary concept that guides you toward innovation and helps you move beyond the norm of only improving current solutions. A JTBD is not a product, service, or a specific solution; it's the higher purpose for which customers buy products, services, and solutions. Learn more: ★ 21
  22. 22. Minimum Viable Product A minimum viable product (MVP) is a product with just enough features to satisfy early customers, and to provide feedback for future product development. A minimum viable product has just those core features sufficient to deploy the product, and no more. The minimum viable product is that version of a new product a team uses to collect the maximum amount of validated learning about customers with the least effort. Learn more: ★ Minimum Viable Product on Wikipedia 22
  23. 23. prototyping Prototyping is getting ideas and explorations out of your head and into the physical world.. A prototype can be anything that takes a physical form – be it a wall of post-it notes, a role-playing activity, a space, an object, an interface, or even a storyboard. The resolution of your prototype should be commensurate with your progress in your project. Learn more: ★ Design Thinking: Get Started with Prototyping 23