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The Need for Storytelling in User Experience Design
Learn why we need storytelling at the heart of user experience and product development.
Sarah Doody, a New York City based user experience designer and storyteller, explains how investing time up front to identify your product's story can help you avoid a common set of problems teams face when they go through the product development and user experience design process.
www.sarahdoody.com
* Presentation was originally given at General Assembly's UX Day on August 24, 2011 in New York, NY.
Learn why we need storytelling at the heart of user experience and product development.
Sarah Doody, a New York City based user experience designer and storyteller, explains how investing time up front to identify your product's story can help you avoid a common set of problems teams face when they go through the product development and user experience design process.
www.sarahdoody.com
* Presentation was originally given at General Assembly's UX Day on August 24, 2011 in New York, NY.
The Need for Storytelling in User Experience Design
The Need for Storytelling in
User Experience Design Sarah Doody User Experience Designer + Storyteller www.sarahdoody.com August 24, 2011 @sarahdoody #storytellingUX sarah@sarahdoody.com Sarah Doody | The Need For Storytelling in User Experience Design 1
Outline Introduction Why we need
storytelling The product story Establish Evangelize Execute Evolve Conclusion & QA Sarah Doody | The Need For Storytelling in User Experience Design
Part II: Why we need
storytelling Sarah Doody | The Need For Storytelling in User Experience Design
Background I’m a user experience
designer. And a product strategist. ( but I realized that I’m a storyteller first) Sarah Doody | The Need For Storytelling in User Experience Design
Observation Far too often teams
focus on execution before defining a product opportunity or value proposition. Sarah Doody | The Need For Storytelling in User Experience Design
Symptoms & Effects Product Team
Users • Scope creep • Chasing tasks • Confusing ux • Extended timeline • Burn out • Slow adoption • Over budget • No passion • No adoption • Scope reduction • Frustration • No word of mouth Sarah Doody | The Need For Storytelling in User Experience Design
“It doesn’t matter how good
your (engineering) team is if they are not given something worthwhile to build.” Marty Cagan Inspired: How To Create Products Customers Love Sarah Doody | The Need For Storytelling in User Experience Design
Root Problem Too many teams
focus on the how and what of a product, letting why get left behind. Sarah Doody | The Need For Storytelling in User Experience Design
A product is more than
a website, transaction, or feature list ... Sarah Doody | The Need For Storytelling in User Experience Design
A great product should solve
a problem or create opportunity that adds value to someone’s life. Sarah Doody | The Need For Storytelling in User Experience Design
Goal of the product story
why how what Ensure your product is rooted in solutions or opportunities. Sarah Doody | The Need For Storytelling in User Experience Design
1: Establish The 4. Evolve
Product 2. Evangelize Story 3. Evaluate Sarah Doody | The Need For Storytelling in User Experience Design
There are two possible why’s
for your product: Solve a problem or Create an opportunity Sarah Doody | The Need For Storytelling in User Experience Design
TripIt: Solving a problem Why?
Simplify the Internet travel experience. How? Organize your travel. What? Create master itineraries, plan trips, share, discovery, logistics, mobile apps Sarah Doody | The Need For Storytelling in User Experience Design
Creating an opportunity Why? Reinvent
the running experience. How? Online platform and branded world that integrated physical, virtual, and social. What? Track your runs, power songs, competitions, goals, progress history, friends Sarah Doody | The Need For Storytelling in User Experience Design
Creating an opportunity Why? Make
your financial life easier. How? Putting your financial information in one place. What? Budgets, alerts, investment tracking, categorization. Sarah Doody | The Need For Storytelling in User Experience Design
Example: Lack of story “A
real time communication platform” (this is ‘what’ and not ‘why’) Sarah Doody | The Need For Storytelling in User Experience Design
The “how should I use
Evernote” project ... http://www.youtube.com/watch?v=1Kcp9iKqOUg Sarah Doody | The Need For Storytelling in User Experience Design
(Letting users tell the story)
Why? Remember everything. How? Capture any moment, idea, inspiration, or experience on any device. What? Make the information accessible everywhere, searchable, sharable, etc. Sarah Doody | The Need For Storytelling in User Experience Design
Establishing your product story •
Be observant and curious • Question why things are the way they are • Be your customer • Use real life experiences • Write the press release you want after you launch Sarah Doody | The Need For Storytelling in User Experience Design
1: Establish The 4. Evolve
Product 2. Evangelize Story 3. Evaluate Sarah Doody | The Need For Storytelling in User Experience Design
Spread the story PRODUCT /
DESIGN Do whatever it takes to make the story spread WHY and stick TECH MARKETING Sarah Doody | The Need For Storytelling in User Experience Design
Tactical examples • Embrace a
culture of storytelling • Always map back to “why” • Contextualize facts and derive meaning • Develop personas • Identify ambassadors Sarah Doody | The Need For Storytelling in User Experience Design
1: Establish The 4. Evolve
Product 2. Evangelize Story 3. Evaluate Sarah Doody | The Need For Storytelling in User Experience Design
And then you launch ...
After you built it, did they come? Did they understand your story? Sarah Doody | The Need For Storytelling in User Experience Design
Evaluating response • Are you
getting users • What are the users saying • What is the press saying • Fall in love with the story of data Sarah Doody | The Need For Storytelling in User Experience Design
1: Establish The 4. Evolve
Product 2. Evangelize Story 3. Evaluate Sarah Doody | The Need For Storytelling in User Experience Design
Don’t be afraid to change
your story, many times. Sarah Doody | The Need For Storytelling in User Experience Design
Conclusions Why we need storytelling
1. Cohesive and value based product 2. Dedicated team / maximum impact 3. Engaged users who will spread your story Storytelling in the UX process 1. Establish your story 2. Evangelize with your team and users 3. Evaluate a minimum desirable product 4. Evolve and evaluate the story as users shape it Sarah Doody | The Need For Storytelling in User Experience Design