Anne Kalliomäki presents how using storytelling can turn a service into an experience for customers. She discusses how incorporating a story structure into each step of a customer's journey with a product or service can make the experience more coherent and engaging. Key elements to consider include identifying a core story, characters, themes, and message to guide the story design and ensure the customer understands what is being done and why at each stage. The overall goal is to create a feeling and meaning for the customer through the way the service story is told.

1. STORY ENGINE
GLOBAL SERVICE JAM TAMPERE 2014
STORY BASED SERVICE DESIGN FOR BETTER
CUSTOMER EXPERIENCES?
Anne Kalliomäki - www.tarinakone.fi/en

2. STORY TURNS A SERVICE INTO AN EXPERIENCE
er b y
ed h er ca re
A n n e st a rt
st ri p s to
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).
re a d in g co
st y (a ge d 6
g ie s in th e
p ig
Anne is Tarinakone!
a
c r e a te d
o o l A n n e n c e , to
h ig h s c h
a
In
rm
.
la r p e r fo
s p e c ta c u b o u g h t a h e r r in g
ence.
ic h s h e
wh
10 p
in g c o s t
The herr
).
Ann e stu died aud iovi sua l
( a g e d 17
mar ket ing and tur ned into a
.
bus ine ss gra dua te (ag ed 20)
Anne invent ed
enchan ting stories from
the town names on road
signs (aged 9).
to
detour
took a
! A n n e s t u d ie d s o m e
Oops
e h e lp
d and
E n g la n it in g , w it h t h 4 ) .
wr
ed 2
s c r ip t
ar y (ag
d ic t io n
of a
ki and
t to H e ls in
A n n e w e n s e r io u s T V, lo n g
e
made som
s , fo r Y L E
s h o r t f il m 3 , S u b T V
and
2, MT V
T V1 and
known as
V 4 (a ls o
and T
s ”) .
n in g Ye a r
“T h e L e a r
An ne ha d ma de sp ee
dy
pr og re ss, bu t th e sp
ar k
for tel lin g sto rie s
co mp ell ed he r to mo
ve
on (a ge d 29 ).
Anne en
tered th
e depth
of the o
s
ld F in la
yson co
fa c t o r y,
tton
and eme
rg
fo u r y e a
rs as a m ed af ter
produce
e d ia
r ( a ge d
26).
Anne left the lights of
Helsinki, went to the forest
but ended up in Jyväskylä
(aged 30).
r media
rted he
nne sta LE TV2,
A
at Y
career he clapper &
.
pped t
cla
ged 21)
offee (a
made c
Ann
e
of Jy got into
hott väskylä the Uni
v
e
t
crea st phen o resea ersity
ome
r
tive
na in ch the
writ
ing (
aged
31).
co up le of
A nn e re ad a
on e of w hi ch
bo ok s,
nc e
w as ”E xp er ie
W or k Is
Ec on om y
Ev er y
Th ea tr e an d
a St ag e” .
B us in es s Is
Anne found the red thread
and decided to storify
services into experiences.
It was the year 2008
(aged 32).
Now Anne is
Tarinakone:
a story designer
and trainer.
If you want to give your
clients experiences with
emotion, Anne is your
story partner.
THE END IS ALWAYS
A NEW BEGINNING.
SO, WOULD YOU LIKE
TO HAVE A ONCE
UPON A TIME...?

3. STORY IS LIKE A RED THREAD
BEGIN, MIDDLE, END
STORYLINE TO FOLLOW

4. STORY IN CUSTOMER´S PATH
It
is
important
to
bind
the
various
elements
of
the
product
into
a
coherent
story
to
make
the
experience
catching
and
a9rac:ve.
At
its
simplest,
the
use
of
a
story
helps
in
jus:fying
to
the
client
what
is
done
and
in
which
order.
LEO: www.leofinland.fi

5. WHAT IF SERVICE EXPERIENCE WAS A JAM?
WHAT KIND OF JAM WOULD IT BE?
A BLUEBERRY?
STRAWBERRY?
JAM WITH HONEY?
JAM WITH SALMIAKKI/SALTY
LIQUORICE?

6. USE DRAMA STRUCTURE
Picture from: http://elokuvantaju.uiah.fi/english/english.jsp

7. STORY TREE – ROOTS
ASK THE QUESTION WHY?

8. CUSTOMER AND SERVICES/PRODUCTS
TRUNK OF THE TREE CUSTOMER
BESIDE CUSTOMER PRODUCTS AND SERVICES

9. BRANCHES – STORY ELEMENTS
DO TO MIND MAP!
USE HEARTSTORM NOT SO MUCH
BRAINSTORM!
(Rolf Jensen ”Heartstorm”)

10. STORY IDENTITY - MANUAL
CORE STORY
CHARACTERS
BASIC GUIDELINES FOR
STORY DESIGN
MAIN MESSAGE
TIME FRAME
MAIN THEMES

11. CUSTOMER´S JOURNEY AS A STORY

12. STORY MAKES A FEELING & MEANING
Check out also my pecha kucha at:
http://www.slideshare.net/tarinakone/
tarinakones-anne-kalliomki-pechakucha-aboutstory-based-service-design-storificationfinland-2013

13. 13/20
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STORY
DESIGN
LEADS TO
SUCCESS
MORE INFO FROM
WWW.TARINAKONE.FI/EN
anne@tarinakone.fi