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.comSarah Doody | The Need For Storytelling in User Experience Design 1

Outline Introduction Why we need storytelling The product story Establish Evangelize Execute Evolve Conclusion & QASarah Doody | The Need For Storytelling in User Experience Design

Part II: Why we need storytellingSarah 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

Perspective PRODUCT / DESIGN TECH MARKETINGSarah Doody | The Need For Storytelling in User Experience Design

Telephone GameSarah 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 mouthSarah 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 LoveSarah 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

Part II: Developing a product storySarah Doody | The Need For Storytelling in User Experience Design

1: Establish The 4. Evolve Product 2. Evangelize Story 3. EvaluateSarah Doody | The Need For Storytelling in User Experience Design

There are two possible why’s for your product: Solve a problem or Create an opportunitySarah 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 appsSarah Doody | The Need For Storytelling in User Experience Design

Creating an opportunity http://www.youtube.com/watch?v=eSnIjkcJGIoSarah 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, friendsSarah 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

Example: Lack of storySarah Doody | The Need For Storytelling in User Experience Design

The “how should I use Evernote” project ... http://www.youtube.com/watch?v=1Kcp9iKqOUgSarah 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 launchSarah 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 MARKETINGSarah 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 ambassadorsSarah 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 dataSarah 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

Part III: Learnings & ResourcesSarah 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 itSarah Doody | The Need For Storytelling in User Experience Design

ResourcesSarah Doody | The Need For Storytelling in User Experience Design