The document discusses Joseph Campbell's concept of the "Hero's Journey" which describes a common pattern of a hero leaving their normal world, facing challenges through initiation, and returning transformed with experience or knowledge. It outlines the typical stages of the journey, including the call to adventure, meeting a mentor, overcoming obstacles, and returning home changed. It then provides an example of applying the Hero's Journey framework to design a B2B platform, describing the stages a user might go through from their normal work routine to learning the new platform and seeing results. Finally, it discusses developing personas for different types of users and workshop activities to apply the Hero's Journey thinking to design solutions.

1. Hero's Journey
Lisandra Maioli

2. Quem sou eu?
Lisandra Maioli
Comunicação Digital | Social Media | UX
● Jornalism (Metodista - 2000)
● Cultural / Digital Journalism (PUC-SP)
● Interactive Medias (Senac SP)
● Marketing (UC Berkeley)
● Marketing / Social Media (UCLA)
● UX (GA Santa Monica) Brasil: Araçatuba, São Paulo, Rio de Janeiro
UK: Brighton
EUA: San Francisco, Los Angeles, Nova Iorque
Itália: Bérgamo
Holanda: Groningen
Irlanda: Dublin, Killarney
Alemanha
China
Morei
&
trabalhei
Freela
ebit/ iG / Terra / Lancenet / Máquina da Notícia / CDN
Talenthouse / Crowdynews / Philips / Mobacar

3. Hero's Journey
Joseph Campbell
(Monomito)
● George Lucas
● Disney, Hollywood
● Marketing
● UX, Design, Produto
Storytelling

5. 1. Normal / everyday life
2. Call to adventure
3. Meeting with mentor or guide
1. Adventure Start
2. Faces obstacles attempts (has help)
3. Develops skills
1. Revelation / AHA
2. Overcome a challenge
3. Get a gift
1. Returns home transformed
2. Share learning
1
2
3
4
5
6
7
8
9
10
11
Hero's Journey - Stages

6. 1. Normal / everyday life
2. Call to adventure
3. Meeting with mentor or guide
1. Adventure Start
2. Faces obstacles attempts (has help)
3. Develops skills
1. Revelation / AHA
2. Overcome a challenge
3. Get a gift
1. Returns home transformed
2. Share learning
1
2
3
4
5
6
7
8
9
10
11
Hero's Journey - Stages

7. Reflecting
Acting
Abstract
Concrete
Hero's Journey - Stages

8. Hero's Journey Mobacar.com
● B2B AI Platform for Searching
(Car Rental)
● Car rental website manager
B2B Platform

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2
3
4
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Hero's Journey - B2B platform
1. Working / routine
2. Boss asks to increase results
3. Find information about the platform
1. Purchase platform license
2. Learn how to use - trial and error (CS support)
3. Develops skills
1. Results increased (Analytics)
2. Report to the boss
3. Is recognized by the company
1. Feels empowered
2. Indicates the platform

10. Hero's Journey - B2B platform

11. Hero's Journey
Mobacar.com
● 4 personas
○ Busy
○ Excited
○ Skeptical
○ Suspicious
B2B Platform

12. Hero's Journey - Persona

13. HERO's Journey - Persona
● Name
● Local (Where does the hero's story take place?)
● "Backstory"
● Inner conflicts (What are they fighting within themselves?)
● External conflicts (What are they fighting off?)
● Super Motivation (What drives them above all other forces to do
what they are doing?)
● Weaknesses
● Superpowers (What untapped power lies dormant under your
conflict, waiting to be unleashed?)
● Elixir (What tool or attributes help to empower superpowers)
● Allies
● Antagonists

14. HERO's Journey - Persona
● Name Michael, the Busy
● Local USA
● "Backstory" (Where does the hero's story take place?)
● Inner conflicts (What are they fighting within themselves?)
● External conflicts (What are they fighting off?)
● Super Motivation (What drives them above all other forces to do
what they are doing?)
● Weaknesses
● Superpowers (What untapped power lies dormant under your
conflict, waiting to be unleashed?)
● Elixir (What tool or attributes help to empower superpowers)
● Allies
● Antagonists

15. HERO's Journey - Persona

16. HERO's Journey - Persona

17. Hero's Journey
Workshop
1. Personas as heroes
2. hero's journey
3. Thoughts/Feelings
4. Solutions
B2B Platforma

24. Jornada do Herói - Persona

25. References
Hero's Journey UX
Workshop: Part I
Hero's Journey & UX
https://www.fathom.pro/blog/2016/12/a-journey-fit-for-a-
hero/
Transforming users into
heroes
https://www.fathom.pro/blog/2016/12/a-journey-fit-for-a-
herohttps://www.fathom.pro/blog/2016/12/a-journey-fit-
for-a-hero/
Your User is a Hero: Applying
Joseph Campbell’s
“Monomyth” to User
Experience Design
https://www.slideshare.net/mattedwards4/herosjourney-
33769897

26. Lisandra Maioli
lisandramaioli@gmail.com