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Power of Storytelling in UX Design - UX in the City Manchester 2019

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Power of Storytelling in UX Design - UX in the City Manchester 2019

  1. 1. Copyright © 2019 Teal Mavericks, LLC. All rights reserved. Let me tell you a story… The Power of Storytelling in UX Design
  2. 2. Copyright © 2019 Teal Mavericks, LLC. All rights reserved. Partner Co-Active 1:1 Coaching Agile Organizational Coaching Management 3.0 Facilitator SAFe Program Consultant
  3. 3. Copyright © 2019 Teal Mavericks, LLC. All rights reserved. Details are everything to storytelling. Even the most basic activity can be made riveting with the right amount of detail applied… Partner with someone and take turns describing a basic activity: • Storyteller 1…describe the process of putting on your shoes • Storyteller 2…describe the process of putting on your coat Timing: 2 minutes per storyteller 4 MinIcebreaker: Details! Rules Storytellers must use the Full 2 Minutes Listeners must close their eyes
  4. 4. Copyright © 2019 Teal Mavericks, LLC. All rights reserved. So why are we here? To add Storytelling to our DesignToolbox
  5. 5. Copyright © 2019 Teal Mavericks, LLC. All rights reserved. Guess what…
  6. 6. Copyright © 2019 Teal Mavericks, LLC. All rights reserved. You’re a Storytelling Superhero!
  7. 7. Copyright © 2019 Teal Mavericks, LLC. All rights reserved. We just need to sharpen your skills
  8. 8. Copyright © 2019 Teal Mavericks, LLC. All rights reserved. How are we going to do it? Learn Do
  9. 9. Copyright © 2019 Teal Mavericks, LLC. All rights reserved. sto.ry noun, plural sto.ries 1. an account of events that are causally connected in some way Stephen Denning,The Leader’sGuide to Storytelling
  10. 10. Copyright © 2019 Teal Mavericks, LLC. All rights reserved.
  11. 11. Copyright © 2019 Teal Mavericks, LLC. All rights reserved. A good storyteller can suspend our disbelief
  12. 12. Copyright © 2019 Teal Mavericks, LLC. All rights reserved.
  13. 13. Copyright © 2019 Teal Mavericks, LLC. All rights reserved.
  14. 14. Copyright © 2019 Teal Mavericks, LLC. All rights reserved. Lascaux Caves, France (17,000Years)
  15. 15. Copyright © 2019 Teal Mavericks, LLC. All rights reserved. Sulawesi Caves, Indonesia (35,000Years)
  16. 16. Copyright © 2019 Teal Mavericks, LLC. All rights reserved. Epic of Gilgamesh 4,000Years
  17. 17. Copyright © 2019 Teal Mavericks, LLC. All rights reserved.
  18. 18. Copyright © 2019 Teal Mavericks, LLC. All rights reserved.
  19. 19. Copyright © 2019 Teal Mavericks, LLC. All rights reserved.
  20. 20. Copyright © 2019 Teal Mavericks, LLC. All rights reserved.
  21. 21. Copyright © 2019 Teal Mavericks, LLC. All rights reserved.
  22. 22. Copyright © 2019 Teal Mavericks, LLC. All rights reserved. Modern Human ☺
  23. 23. Copyright © 2019 Teal Mavericks, LLC. All rights reserved.
  24. 24. Copyright © 2019 Teal Mavericks, LLC. All rights reserved.
  25. 25. Copyright © 2019 Teal Mavericks, LLC. All rights reserved. The Storytelling Cocktail
  26. 26. Copyright © 2019 Teal Mavericks, LLC. All rights reserved.Copyright © 2019 Teal Mavericks, LLC. All rights reserved.
  27. 27. Copyright © 2019 Teal Mavericks, LLC. All rights reserved.Copyright © 2018 Teal Mavericks, LLC. All rights reserved. UX Design = Storytelling
  28. 28. Copyright © 2019 Teal Mavericks, LLC. All rights reserved. 4 MinExercise: StartYour Story All stories have an origin, and it’s usually a problem we’re trying to solve. Part 1: Identify a problem you’re attempting to design a solution for • Can be a current problem or a past problem you worked on • Describe the problem and the impact it has on your user Part 2: Find a partner and share your answer Timing: 2 minutes to figure out your problem, 2 minute each to share
  29. 29. Copyright © 2019 Teal Mavericks, LLC. All rights reserved. “It’s useless to attempt to reason a man out of what he was never reasoned into.” - Jonathan Swift (Author) -
  30. 30. Copyright © 2019 Teal Mavericks, LLC. All rights reserved. • Create a character that is unique but loved • Allow the audience to become part of something more • Play with the unknown Disney’s Story Characteristics
  31. 31. Copyright © 2019 Teal Mavericks, LLC. All rights reserved. Story Characteristics • Includes an underdog we root for • Includes a villain we root against • Includes a conflict or experience that grows character • Creates a vision of a brighter tomorrow • Relatable to the audience • Focuses on a shared desire • Audience sees themselves in the characters
  32. 32. Copyright © 2019 Teal Mavericks, LLC. All rights reserved. Storytelling Framework Universal Truth Inspire Change Fable/Folk StoryPersonal Story Brand Awareness Share Knowledge Future Telling The Details
  33. 33. Copyright © 2019 Teal Mavericks, LLC. All rights reserved. The Structure Aristotle Beginning → Middle → End Gustav Freytag Exposition → Rising Action → Climax → FallingAction → Dénouement
  34. 34. Copyright © 2019 Teal Mavericks, LLC. All rights reserved. The Structure Character Who the story is about
  35. 35. Copyright © 2019 Teal Mavericks, LLC. All rights reserved. The Structure Challenge A problem or event that the Character must overcome
  36. 36. Copyright © 2019 Teal Mavericks, LLC. All rights reserved. The Structure Journey The Character will endure one or more situations in which they will face the Challenge
  37. 37. Copyright © 2019 Teal Mavericks, LLC. All rights reserved. The Structure Learning While facing the Challenge, the Character will change in some way
  38. 38. Copyright © 2019 Teal Mavericks, LLC. All rights reserved. The Structure Resolution The Characters baseline is reset and life is different
  39. 39. Copyright © 2019 Teal Mavericks, LLC. All rights reserved. The UniversalTruth The underlying message being conveyed
  40. 40. Copyright © 2019 Teal Mavericks, LLC. All rights reserved. The UniversalTruth
  41. 41. Copyright © 2019 Teal Mavericks, LLC. All rights reserved. IdentifyingYour UniversalTruth • What do you want your user to know…feel…do? Tips andTricks • Hide your message in your story • Don’t tell people the moral of the story • Don’t get caught up in making sure we see your point The UniversalTruth
  42. 42. Copyright © 2019 Teal Mavericks, LLC. All rights reserved. The Story Personal Stories Fables / FolkTales Stories we’ve experienced either directly or indirectly Stories that have been passed down, or metaphors/analogies
  43. 43. Copyright © 2019 Teal Mavericks, LLC. All rights reserved. The Story IdentifyingYour Story • Think about a time when….<fill in the blank ☺> Tips andTricks • Simple stories beat complicated one every time • Never make up a story and call it real…people can tell! • Make sure your story has enough Structure • Make sure the story works with your UniversalTruth • Don’t make the story about the audience
  44. 44. Copyright © 2019 Teal Mavericks, LLC. All rights reserved. The Approach Inspire Change Brand Awareness Share Knowledge FutureTelling Relatable Authentic Positive Change Introduction Credibility Authentic Awareness Facts Complexity Positive Negative Vision Progression Causation Trust
  45. 45. Copyright © 2019 Teal Mavericks, LLC. All rights reserved. IdentifyingYour Approach • Look back at your UniversalTruth…what are you trying to have the user do? Your Approach DeterminesYour Ending • Inspire Change: End with the user making the change • Brand Awareness: End with the user understanding / connecting with a brand • Share Knowledge: End describing how the user has retained/used the knowledge • FutureTelling: End describing the how the user will take the first step The Approach
  46. 46. Copyright © 2019 Teal Mavericks, LLC. All rights reserved. The Details IdentifyingYour Details • Close your eyes and picture the scene…what do you see? Tips andTricks • Add / Remove details to help focus the story on the message • Use your senses and describe an environment the audience can relate to • Add a surprise…something unexpected to the keep the audience engaged • Use Emotionally infused words!
  47. 47. Copyright © 2019 Teal Mavericks, LLC. All rights reserved. Storytelling Framework Universal Truth Inspire Change Fable/Folk StoryPersonal Story Brand Awareness Share Knowledge Future Telling The Details
  48. 48. Copyright © 2019 Teal Mavericks, LLC. All rights reserved. Exercise: BuildYour Story 10 Min Time to apply everything we’ve learned and build a story! Part 1: Use the Storytelling Framework to craft a story that solves your problem. Outline the solution to the problem using a narrative (you’ll build a design from this). Part 2: Pair up and share your story outlines! Timing: 6 minutes for outline, 2 minutes per storyteller
  49. 49. Copyright © 2019 Teal Mavericks, LLC. All rights reserved. The Good Storyteller “The person who can keep us on the edge of our seat while talking about a turkey sandwich is a truly gifted storyteller.” - Margot Leitman (Storyteller) -
  50. 50. Copyright © 2019 Teal Mavericks, LLC. All rights reserved. Storyteller Tips • Make the audience your biggest fan • Don’t make the audience your enemy • Use body language and your voice…it’s a performance! • Passion and emotion are your friend • Don’t memorize your story • Don’t make yourself out to be a superhero • Don’t draw too much attention away from the story • Slow down!
  51. 51. Copyright © 2019 Teal Mavericks, LLC. All rights reserved. Storyteller Tips Cont. • Speak to both audiences…remember that little voice • People need to trust you, so tell a personal story • Use the power of “so” to start a story • Practice, practice, practice • Sometimes stories don’t stick, and that’s OK • Be vulnerable • Use stories for good, not evil
  52. 52. Copyright © 2019 Teal Mavericks, LLC. All rights reserved.
  53. 53. Copyright © 2019 Teal Mavericks, LLC. All rights reserved. Finish Your Story Share the Framework
  54. 54. Copyright © 2019 Teal Mavericks, LLC. All rights reserved. The purpose of a [story] is not to tell you how to think, but to give you questions to think upon. - Brandon Sanderson -
  55. 55. Copyright © 2019 Teal Mavericks, LLC. All rights reserved. ThankYou! mark@tealmavericks.com @TealMavericks
  56. 56. Copyright © 2019 Teal Mavericks, LLC. All rights reserved. Good Storytelling Reads!
  57. 57. Copyright © 2019 Teal Mavericks, LLC. All rights reserved. Articles on Storytelling • https://www.forbes.com/sites/carminegallo/2017/10/17/richard-branson-explains-why-storytelling-is-your-competitive-advantage/#21a624f5deed • https://ed.ted.com/on/5qau2M5z • https://entrepreneurs.maqtoob.com/7-ways-to-tell-a-story-like-steve-jobs-pixar-and-netflix-59d6f39c08ba • https://www.forbes.com/sites/carminegallo/2015/10/08/steve-jobs-the-worlds-greatest-business-storyteller/#42a8adbe13f0 • https://medium.com/ideo-stories/how-to-tell-stories-that-influence-people-and-inspire-action-bd1db98d1a01 • https://www.six-degrees.com/why-storytelling-is-so-powerful/ • https://www.forbes.com/sites/georgebradt/2012/03/14/how-leaders-can-inspire-action-through-compelling-storytelling/#471b89b04683 • https://www.youtube.com/watch?v=DHeqQAKHh3M#action=share • https://medium.com/conveyor-ideas/storytelling-technology-cave-paintings-to-snapchat-52dca3ee928a • https://www.smithsonianmag.com/history/journey-oldest-cave-paintings-world-180957685/ • https://www.theatlantic.com/health/archive/2014/11/the-psychological-comforts-of-storytelling/381964/ • https://www.forbes.com/sites/giovannirodriguez/2017/07/21/this-is-your-brain-on-storytelling-the-chemistry-of-modern-communication/#30184271c865 • https://hbr.org/2014/10/why-your-brain-loves-good-storytelling • https://www.onespot.com/blog/infographic-the-science-of-storytelling/

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