Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

What’s the Story? Infusing experiences with the craft of storytelling

12,029 views

Published on


Join Séamus T. Byrne on a journey through the world of storytelling as he explores our innate human predisposition to story, the evolution of narratives with emerging technologies (from cave paintings to twitter) and the efficacy of storytelling as a tool to create better user and customer experiences.

As humans we are hardwired to a good story and digital storytelling is no exception to this! Best practices found in other disciplines for constructing a good story form can be applied to an online strategy, a multimedia piece, a user interface design or a brand campaign. Creating the right narrative is a vital step in building lasting, trusting relationships between your company’s offerings and your constituents (customers, users and advocates). Applying best practices of storytelling throughout the customer-to-user lifecycle can increase desirability, discoverability, clarity and usability.

With the advent and proliferation of interactive technologies, story has new challenges to face. Storytelling will once again evolve as it strives to maintain its immersive qualities in a world obsessed by user choice, as it adjusts to accommodate the scale of available channels, where narratives can literally be found everywhere and to embrace non-linearity, where a user walks away from an experience with a mosaic of truths.

Published in: Design, Business, Spiritual
  • Follow the link, new dating source: ❶❶❶ http://bit.ly/39pMlLF ❶❶❶
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Dating for everyone is here: ♥♥♥ http://bit.ly/39pMlLF ♥♥♥
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://shorturl.at/mzUV6 } ......................................................................................................................... Download Full EPUB Ebook here { http://shorturl.at/mzUV6 } ......................................................................................................................... Download Full doc Ebook here { http://shorturl.at/mzUV6 } ......................................................................................................................... Download PDF EBOOK here { http://shorturl.at/mzUV6 } ......................................................................................................................... Download EPUB Ebook here { http://shorturl.at/mzUV6 } ......................................................................................................................... Download doc Ebook here { http://shorturl.at/mzUV6 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

What’s the Story? Infusing experiences with the craft of storytelling

  1. 1. What’s the Story? Infusing Experiences with the Craft of Storytelling! Séamus T. Byrne
  2. 2. Introduction • Séamus Byrne ‣ Creative Director at Graphic Mint ‣ My background ‣ The Organic City ‣ Ongoing Narrative
  3. 3. Contents • Why do Stories Matter? • The Evolution of Storytelling with Technology • Storytelling in the UXiverse ‣ Business Narratives ‣ Customer Narratives ‣ User Narratives • Infusing Experiences with Storytelling
  4. 4. Why do Stories Matter? “We experience life as a series of ongoing narratives, as conflicts, characters, beginnings, middles and ends.” – Dr. Walter Fischer
  5. 5. Stories and Community • It is through the sharing of stories that communities: ‣ Build their identities, pass on tradition, construct meaning
  6. 6. The Evolution of Storytelling with Technology • Allowing storytellers to re-craft compelling tales in emerging media
  7. 7. LascaUX Caves • Estimated to be 17,000 years old • First recorded evidence of human storytelling • Depicting 2,000 figures: animals, humans and abstract signs Once Upon a Time...
  8. 8. Oral Tradition • Stories passed on from Generation to Generation • Verbally transmitted folktales, sayings, ballads, song or chants • Most commonly referenced by the bard
  9. 9. Written Alphabet • Text Replaced the Oral Tradition (partially) • 850 B.C. Homer the bard writes the oldest work of western literature: The Iliad
  10. 10. The Book of Kells • Circa 800 A.D. the book depicts the 4 Gospels • Illuminated manuscript: juxtaposed pictorial art and text
  11. 11. The Printing Press • Brought about by Gutenberg in 1439 • More people had access to new and old knowledge • Brought about a scientific revolution, rise of the novel
  12. 12. The 20th Century • Film, Radio and Television were born • Story was re-purposed for the different media
  13. 13. Linear Stories
  14. 14. The Internet • In 1969, the Internet was born • The Digital Age: Digital and Interactive Storytelling
  15. 15. The Modern Narrative • Web 2.0: Blogging, Micro-blogging, Social Networks • New Media: Mobile, Broadband, Podcasting • Author-ville: Participation via UGC and feedback The new bards are here!
  16. 16. Non-Linear Stories
  17. 17. The Plot Thickens • Narratives are “literally” everywhere
  18. 18. Storytelling in the UXiverse • Business Narratives • Customer Narratives • User Narratives
  19. 19. The Setting
  20. 20. The Setting Enterprise
  21. 21. The Setting Ecosystem Enterprise
  22. 22. The Setting Ecosystem Enterprise Brand
  23. 23. The Setting Ecosystem Enterprise Product Brand
  24. 24. The Setting Ecosystem Enterprise Product Brand Service
  25. 25. The Setting Ecosystem Enterprise Touch-points Product Brand Service
  26. 26. Business Narratives Corporate • Corporate Narrative: Mission,Vision,Values, Name, Corporate Identity
  27. 27. Business Narratives Corporate PR/Advertising • Corporate Narrative: Mission,Vision,Values, Name, Corporate Identity • PR/Advertising Narrative: Press Releases, News and Events, Blog Posts, Social Networks, History, Annual Reports, Advertising
  28. 28. Business Narratives Corporate PR/Advertising Brand • Corporate Narrative: Mission,Vision,Values, Name, Corporate Identity • PR/Advertising Narrative: Press Releases, News and Events, Blog Posts, Social Networks, History, Annual Reports, Advertising • Brand Narrative: Offering (product/service), Tone, Messaging, Positioning, Copy, Metaphor, Features, Advantages
  29. 29. Business Narratives Corporate Public Domain PR/Advertising Brand
  30. 30. Customer and User Narratives Public Domain • Public Domain Narrative: Collective Public Opinion, recommendations, reviews, word of mouth, viral
  31. 31. Customer and User Narratives Public Domain Customer • Public Domain Narrative: Collective Public Opinion, recommendations, reviews, word of mouth, viral • Customer Narrative: The path a customer takes towards purchasing an offering
  32. 32. Customer and User Narratives Public Domain Customer User • Public Domain Narrative: Collective Public Opinion, recommendations, reviews, word of mouth, viral • Customer Narrative: The path a customer takes towards purchasing an offering • User Narrative: The path a user takes when using a product and/or service
  33. 33. Customer and User Narratives Corporate Public Domain PR/Advertising Brand
  34. 34. Customer and User Narratives Corporate Public Domain Customer PR/Advertising Brand
  35. 35. Customer and User Narratives Corporate Public Domain Customer User PR/Advertising Brand
  36. 36. Example: Apple Stories • Consistent emotional connection with consumer based Corporate, PR/advertising and Brand narratives. • Founded in garage, Adam and Eve eating forbidden fruit
  37. 37. Customer Narrative General Public Brand PR/Advertising Public Domain WWW Customer Websites Corporate
  38. 38. Customer Narrative General Public Expectations Brand PR/Advertising Public Domain WWW Customer Websites Corporate
  39. 39. Customer Narrative Customer Journey When the need arises, the customer has to successfully discover and find your offering Discover Examine Purchase
  40. 40. Customer Narrative Customer Journey When the need arises, the customer has to successfully discover and find your offering Discover Customer must easily understand the offering is appropriate for their needs Examine Purchase
  41. 41. Customer Narrative Customer Journey When the need arises, the customer has to successfully discover and find your offering Discover Customer must easily understand the offering is appropriate for their needs Examine Ease and flow of purchase experience Purchase
  42. 42. Customer Narrative Customer Journey When the need arises, the customer has to successfully discover and find your offering Discover Customer must easily understand the offering is appropriate for their needs Examine Ease and flow of purchase experience Purchase Sales and marketing have ensured a successful customer experience, the plane has landed but the journey is not over yet...
  43. 43. User Narrative User Journey begins by interacting with the Use offering: User Journey User Goal
  44. 44. User Narrative User Journey begins by interacting with the Use offering: Easy to Use User Journey User Goal
  45. 45. User Narrative User Journey begins by interacting with the Use offering: Easy to Use Useful User Journey User Goal
  46. 46. User Narrative User Journey begins by interacting with the Use offering: Easy to Use Useful User Journey Meaningful User Goal
  47. 47. User Narrative User Journey begins by interacting with the Use offering: Easy to Use Useful User Journey Meaningful User-centred design brings the user to their goal. User Goal
  48. 48. User Narrative Expectations User Journey begins by interacting with the Use offering: Easy to Use Useful User Journey Meaningful Expectations User-centred design brings the user to their goal. User Goal
  49. 49. End-to-End Story Experience
  50. 50. End-to-End Story Experience Customer
  51. 51. End-to-End Story Experience Customer User
  52. 52. End-to-End Story Experience General Public Customer Advocate Prospect User Beginning Middle End
  53. 53. The Advocate • I love product “x”
  54. 54. Where Storytelling Goes Wrong!
  55. 55. Where Storytelling Goes Wrong! G en er al P ub lic
  56. 56. Where Storytelling Goes Wrong! G en er al P ub Pr lic os pe ct
  57. 57. Where Storytelling Goes Wrong! G en er al P ub Pr lic os C pe us ct to m er
  58. 58. Where Storytelling Goes Wrong! r se U er m to us C ct pe os Pr lic Pub al er en G
  59. 59. Where Storytelling Goes Wrong! G en er al P ub Pr lic os C pe us ct to m er U se r Advocate
  60. 60. Where Storytelling Goes Wrong! G en er al P ub Pr lic os C pe us ct to m er U se r Advocate
  61. 61. Where Storytelling Goes Wrong! Poor Advertising G en Lack of Clarity er al Bad Customer Service P ub Pr lic os Unusable Product C pe us ct to m er U se r Advocate
  62. 62. Love Stories • The “love story” between you and your constituents is the most important factor in building strong and lasting relationships. • Love stories increase the chances of adoption by advocates
  63. 63. Unleash the Storyteller • Crafting better story experiences
  64. 64. Unearth the Story • Unearth the story central to the overall customer and user experience (story experience)
  65. 65. Map Story World • Map ecosystem and identify touch-points
  66. 66. Research the Characters • What are the customer and user goals and expectations?
  67. 67. Outline Basic Plot • Craft a story designed to provide customers and/or users with an optimal Beginning, Middle, End: Blue Sky Scenarios • Remove their obstacles (- to +) (tension, time)
  68. 68. Set the Stage • Every element from language, Choices available, and even UI arrangement can be used to support main story • Presentation/visual structure, elements from theatre
  69. 69. Share the Script • Communicate story plan to other departments
  70. 70. Why Use Storytelling? • Deeper Meaning: Enhance UCD with another layer of relevance • Automatic Advantage: Humans are hardwired to storytelling • Emotional response: Positive reactions increase adoption • Cohesive Experience: Harmonic, Holistic and end-to-end
  71. 71. FIN. • Have fun telling stories...
  72. 72. Image Credits • http://onedollardietproject.files.wordpress.com/2009/05/img_2666.jpg • http://www.parkland.lib.sk.ca/SASM%202009.jpeg • http://designgraphics.ncsu.edu:82/designtech/img/Research2008_NonLinearNarative.jpg • http://storycharts.ca/wp-content/uploads/2009/08/SchindlersList.jpg • http://mtcompletecomm.com/images/res_sheets/overviewLG.jpg • http://yamz.files.wordpress.com/2009/04/bard_1.jpg • http://3.bp.blogspot.com/_vxEaWyLdV44/SwMNMuan0fI/AAAAAAAAAME/JZ2WzJlgaGM/s1600/ TRUFFLES+-+dog.jpg • http://media.photobucket.com/image/map%20storyworld/griffinial/MapleStory_world_map.png • http://wiki.fluidproject.org/download/attachments/3904542/Kivio-personas-overview.png • http://www.linlindesigns.com/images/exploreChicago_userScenario.jpg • http://villagetheatre.files.wordpress.com/2009/08/p1050025.jpg • http://img709.imageshack.us/i/sansspicture.jpg/ • http://hughgrahamcreative.com/images/blog-pilgrimsprogress.jpg • http://2pass.files.wordpress.com/2009/10/bard.jpg

×