Crafting the Experience: Mapping the Story to Get from Ideas to Output

18,941 views

Published on

Published in: Marketing, Internet
4 Comments
290 Likes
Statistics
Notes
No Downloads
Views
Total views
18,941
On SlideShare
0
From Embeds
0
Number of Embeds
1,667
Actions
Shares
0
Downloads
307
Comments
4
Likes
290
Embeds 0
No embeds

No notes for slide

Crafting the Experience: Mapping the Story to Get from Ideas to Output

  1. STORYMAPPING THE EXPERIENCE DONNA LICHAW GREATNORTHELECTRIC.COM @DLICHAW LIS HUBERT ELISABETHHUBERT.COM @LISHUBERT
  2. TODAY’S AGENDA Why story? How stories work Developing your stories Applying stories Rules of thumb
  3. INTRODUCTIONS Who you are What you do Why you are in this workshop
  4. http://www.denofgeek.com/tv/breaking-bad/27141/see-inside-the-breaking-bad-writers-room
  5. MAKE THINGS GO BOOM
  6. HOW STORY WORKS
  7. Beginning Middle End
  8. Hero Goal Exposition
  9. Inciting Incident or Problem Hero Goal Exposition
  10. Rising Action Inciting Incident or Problem Hero Goal Exposition
  11. Rising Action Inciting Incident or Problem Hero Goal Exposition Crisis
  12. Climax or Resolution Rising Action Inciting Incident or Problem Hero Goal Exposition Crisis
  13. Falling Action Climax or Resolution Rising Action Inciting Incident or Problem Hero Goal Exposition Crisis Denouement
  14. End Falling Action Climax or Resolution Rising Action Inciting Incident or Problem Hero Goal Exposition Crisis Denouement
  15. 3STORIES
  16. CONCEPT STORIES ORIGIN STORIES USAGE STORIES
  17. CONCEPT STORIES ORIGIN STORIES USAGE STORIES
  18. http://answers.oreilly.com/topic/1864-gamestorming-elevator-pitch/
  19. Goal Met Who 
 Goal Value & Competitive advantage Problem Product Name Market Category Takeaway Competition
  20. CommunicateCommunicate The best way to communicate
 Works like magic
 3-in-1 Smartphones Suck iPhone Smartphone Want Don’t want Usability iPod Phone
  21. CONCEPT STORIES Who a product is for Why someone would use it What a product is How it’s better than the competition ORIGIN STORIES
  22. CONCEPT STORIES Who a product is for Why someone would use it What a product is How it’s better than the competition ORIGIN STORIES } Target market Problem space Product definition Value proposition/Competitive advantage
  23. CONCEPT STORIES ORIGIN STORIES USAGE STORIES
  24. Goal met Who 
 Goal Why they should care
 problem solved Problem
 Trigger
 Painpoint Discover product Action Word of mouth Paid advertising Google search App store Other channels/touchpoints Acquisition Activation Conversion Awareness Measureable Homepage Landing page App store Email Ad } Resistance
  25. Collect & Share Collect images
 Share images Visual collecting & sharing! It’s a pain Discover Pinterest Sign up Homepage Landing page App store Email Ad Eh
  26. CONCEPT STORIES ORIGIN STORIES Who a product is for Why someone would want to use it How they will discover the product What value/affordances someone should see What action(s) they should take
  27. CONCEPT STORIES ORIGIN STORIES Who a product is for Why someone would want to use it How they will discover the product What value/affordances someone should see What action(s) they should take } Target market Problem space Acquisition funnels, Mktg, SEO Requirements, Copy, Assets CTA(s)
  28. Sign up Collect and share something
  29. Sign up Collect and share something
  30. CONCEPT STORIES ORIGIN STORIES USAGE STORIES
  31. 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
  32. Inciting Incident
  33. Rising Action
  34. Rising Action
  35. Rising Action
  36. Crisis
  37. Climax
  38. Falling Action
  39. End
  40. Home 
 In the KnowWant To Be In the Know Access + Membership
 Friends Are Here? Sign up Onboarding Flow Finish
 Flow Boredom Lack of value
  41. MICRO-STORIES AND HABIT LOOPS
  42. Hours 1 2 3 4 5 6 ∞ Days Months Years LONG-TERM ENGAGEMENT
  43. EXERCISE Goal Met Who / Goal Value & Competitive advantage Problem Product Name Market Category Takeaway Competition GREATNORTHELECTRIC.COM } Concept Story
  44. EXERCISE } Usage Story Goal MetWho 
 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
  45. SUPPORTING YOUR STORY
  46. EXERCISE SUPPORT YOUR STORY
  47. NOW WHAT?
  48. AGENDA ‣ Insert Chapter Titles 55
  49. AGENDA ‣ Insert Chapter Titles 56
  50. AGENDA ‣ Insert Chapter Titles 57
  51. AGENDA ‣ Insert Chapter Titles 58
  52. AND…?
  53. Meet User Expectations Make Community more engaging Enhance Competition Enhance Identity & Personalize Content
  54. RULES OF THUMB Stories are character-driven Characters are goal-driven Conflict is key Goals are measurable Goals can change
  55. WHAT IS THE STORY?
  56. THANK YOU. DONNA LICHAW GREATNORTHELECTRIC.COM @DLICHAW LIS HUBERT ELISABETHHUBERT.COM @LISHUBERT

×