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Storytelling
finding UX moments that count


Amber Howard, Ph.D.
@amberkhoward

February 12, 2013
Storytelling: finding UX moments that count
Storytelling: finding UX moments that count
Storytelling: finding UX moments that count
Storytelling: finding UX moments that count
Storytelling: finding UX moments that count
Customers don't know
what they want until
we've shown them.
              — Steve Jobs
Qwikster
Muhammad Yunas, Grameen Bank
welcome
to the party
create to resonate
CREATE TO RESONATE




the difference between
belonging, connecting, & believing
rejecting missing        doubting
increase the overlap




 MINDSETS &           DESIGNED
EXPECTATIONS         CONDITIONS
CREATE TO RESONATE




storytelling gets us there   we are all storytellers.
                             story is a fundamental part
                             of our existence.
make the
experience
count
Do you enjoy
being a designer?
Why do you love
being a designer?
Tell a story about
a time when you felt
fulfilled as a designer.
storytelling
is a state of
mind
invite storytelling
Storytelling: finding UX moments that count
INVITE STORYTELLING




experience is non-conscious   consciousness is a bubbling
                              up of non-conscious
                              awareness.
INVITE STORYTELLING




the non-conscious knows




                          Iowa gambling task
stories are
windows to
the non-listen for the elephant in
        the trainer’s voice.
        one story is not enough.




conscious
what to ask
TEXT
If I had asked people
what they want,
they would have
Text                    Text

said faster horses.
                 — Henry Ford
WHAT TO ASK




what you ask depends on
how you want the design to resonate
atmospheres of resonance
ASSETS

What do people have?
What can we make?
ASSETS   ACTIONS

         What do people do?
         How can we streamline the process?
ASSETS   ACTIONS   EXPERIENCES

                   How do people relate?
                   How can we make it fulfilling?
ASSETS   ACTIONS   EXPERIENCES        VISION

                        What do people value?
                           How can we align perceptions?
ASSETS   ACTIONS   EXPERIENCES         VISION          CULTURE

                        What do people believe?
                                 How can we expand possibility?
observable                                          inferential
      ASSETS   ACTIONS   EXPERIENCES   VISION   CULTURE
tactical                                            strategic
     ASSETS   ACTIONS   EXPERIENCES   VISION   CULTURE
If I had asked people
what they want,
they would have
said faster horses.
If I had asked people
to tell a story,
they would have
surprised & inspired me.
how do you
want to
resonate
design the experience
Storytelling: finding UX moments that count
DESIGN THE EXPERIENCE




design the experience
ask & listen to the non-conscious
DESIGN THE EXPERIENCE




facilitating a storytelling session
DESIGN THE EXPERIENCE




know your role          know the encouraging &
                        supportive persona you’re
                        going to play.
Storytelling: finding UX moments that count
DESIGN THE EXPERIENCE




calm the elephant       provide no-stakes
                        opportunities to tell casual
                        stories.
Storytelling: finding UX moments that count
DESIGN THE EXPERIENCE




give a basic structure   Great stories are designed.
                         Give people the structure to
                         tell great stories.
structure of a story
SETTING

What was the situation?
Where do significant moments happen?
SETTING   CHARACTERS

          Who was involved?
          What roles and relationships matter?
SETTING   CHARACTERS               JOURNEY

                          What happened?
                  How did emotions & perspectives transform?
SETTING   CHARACTERS   JOURNEY               RESOLUTION

                                 How did it end?
                             How was tension resolved?
                        Who does the person want to be?
SETTING   CHARACTERS   JOURNEY        RESOLUTION        MORAL

                                 Why did it matter?
                                              What is valued?
                                  What are the person’s hopes?
DESIGN THE EXPERIENCE




SETTING   CHARACTERS      JOURNEY   RESOLUTION   MORAL
Storytelling: finding UX moments that count
DESIGN THE EXPERIENCE




provide a safety net    give people a space to
                        collect their thoughts
                        before sharing.
Storytelling: finding UX moments that count
DESIGN THE EXPERIENCE




make it social          people are comfortable
                        sharing stories with peers
                        — it builds camaraderie.
                        find ways to record the
                        conversation.
Storytelling: finding UX moments that count
invite the
elephant to
share
analyzing stories
ANALYZING STORIES




all these stories...
how do we make sense of them?
ANALYZING STORIES




themes from many pieces
using grounded theory lite
ANALYZING STORIES




transcribe the stories   get all the stories into a
                         comparable format.
Storytelling: finding UX moments that count
ANALYZING STORIES




develop a coding system   make dots so you
                          can connect them.
                          the dots should be
                          project-specific.
story elements




SETTING    CHARACTERS          JOURNEY           RESOLUTION        MORAL




location   relationships   before/during/after   transformation   significance
  time         roles             trigger              hopes         identity
  tools                          tension           aspirations
                                emotion
                                  drama
Storytelling: finding UX moments that count
Storytelling: finding UX moments that count
ANALYZING STORIES




categorize by affinity   identify patterns & themes.
                         Find significant moments.
Storytelling: finding UX moments that count
find out
through
systematic
inquiry
synthesizing stories
SYNTHESIZING STORIES




          tell a story that is
          relevant and meaningful

SETTING   CHARACTERS      JOURNEY   RESOLUTION   MORAL
SYNTHESIZING STORIES




          BELONGING: common   mindsets   situations & roles



SETTING   CHARACTERS      JOURNEY        RESOLUTION           MORAL
in a new environment
 Teachers
                                                     outside their comfort zone
Principals   who were overwhelmed, but persevered,
                                                     with too much to do in too little time
     Staff
                                                     when faced with a crisis
SYNTHESIZING STORIES




          CONNECTING: leverage   points   journey & progression



SETTING   CHARACTERS        JOURNEY        RESOLUTION        MORAL
Facilitate
                                                                            reflection
                                                        Provide                                  set
                                                     specific praise                         benchmarks



How am I doing?
“Confidence and a sense of success is                                                                 I’M CONFIDENT
 pretty awesome for me. It means a lot                                 I WOULD ENGAGE
 to be comfortable in your own skin.”                                  WITH THE ONLINE
                                                                         COMMUNITY TO
                                — teacher

                                                                                               VALUE
                                                                                               ADDED

                                                                                               VALUE

                   I AM                I NEED                            I REFLECT BY                     I’M AFFIRMED

               Overwhelmed         Reassurance                         celebrating success
                 & unsure                                              asking for feedback
                                            about

                                                                                  using


                                                                             LinkedIn
                                                                              Google
                                 my             expectations                 Facebook
                                                                             Edutopia
                            performance
                                                                              Skype
SYNTHESIZING STORIES




          BELIEVING: purpose         values & perceptions



SETTING   CHARACTERS       JOURNEY   RESOLUTION        MORAL
Where we want to go as a                City




General advice from the group




     Lay the foundation for
     21st century growth.
      Built upon these pillars



                          public
                      transportation                                                        density                                                    communication

effective public                                                                                                                                                          other
                                                                                                                                          convention
 transit system                             walkable features/                                                                                                            groups
                                                                                                       economic                             center
                                                riverfront                   attractions              development

                                                                                             entrepreneurs                                                                chamber
                                           wayfinding                               population
          monorail                                                                                                                       NCSU/
                                                                                                                                      Universities/
                     transportation                                                                                                     Colleges                   city
                         to RDU                                                                                                                           DRA




      References for success                               ocean/mountain                        >    Amsterdam infrastructure for lots
                                                       >   Fortune 500 companies in NYC               of people
      >    Keep Austin weird                           >   NYC culture/grid/mindset/designers    >    Austin music
      >    Charlotte preserves history                 >   Portland downtown transportation      >    Nashville music
      >    Districts in Paris                          >   Bike ecosystem of Copenhagen/Paris/   >    Music scene in northwest
      >    Salt Lake City water feature,                   Amsterdam/San Francisco
SYNTHESIZING STORIES




MOMENTUM: strategy     engagement architecture
                       action plan
41%
                                                                          HUB AND SPOKE

                                                                          A community hub is like a bicycle wheel, with spokes
                                                                          radiating out from the center.

                                                                          Community hubs are the central gathering place for
                                                                          featured content and discussion. The centralized
                                                                          position of the hub ensures that the nodes are aligned
                                                                          with the organization’s brand.

                                                                          The spokes, radiating from the hub, route members to
                                                                          need-specific resources.

                                                                          Since one tool does not fit all, the nodes provide a suite
                                                                          of curated tools and resources that cater to specific
                                                                          needs, expectations, and values of the community.

MODELS FOR SOCIAL ENGAGEMENT




10.8%                                 28.8%                               18%                                               1.4%
ORGANIC                               TREE                                DANDELION                                         HONEYCOMB
No one department manages or          One department manages all social   Similar to Hub and Spoke but                      Everyone in the organization uses
coordinates; efforts bubble up from   activities.                         applicable to organizations with                  social media safely and consistently
the edges of the company.                                                 several autonomous sub-groups.                    across all organizations.

                                                                          Data based on 140 surveyed social companies, courtesy of Altimeter Group, 2010.
The conversations and ideas
that came from the Pathways to
Opportunity Tour demonstrated
that North Carolina wants RTP
to be a convener, a connector, a
catalyst.

Here’s how RTP plans to fulfill
those roles:

 CONVENER                                 CONNECTOR                               CATALYST
 THIS YEAR, RTP WILL INVITE               RTP WILL DEVELOP AN ONLINE              RTP WILL BUILD AN
 REPRESENTATIVES FROM                     COMMUNITY TO ESTABLISH                  INNOVATIVE COMMUNITY FOR
 ACROSS NORTH CAROLINA TO                 AN ONGOING CONVERSATION                 SHARING NEW IDEAS.
 COME TOGETHER IN THE PARK.               ABOUT THE FUTURE OF NORTH
                                                                                  The center will fulfill the expectations
                                          CAROLINA.
 Events hosted in RTP will give                                                   we heard on the Pathways to
 passionate people an opportunity to      Different forms of online media will    Opportunity tour: it will connect North
 collaborate and learn from one another   allow RTP to share timely information   Carolina and brand our state as a global
 to drive economic development in their   about the Park and the state’s          leader in innovation and collaboration.
 own communities.                         development. Open communications
                                          platforms will give North Carolina a
                                          place to share stories and ideas.
moments
that count
invite people
to the party
storytelling
gets us there
be systematic
about it
belong,
connect, &
believe
moments
that resonate
thank you.



Amber Howard, Ph.D.
@amberkhoward

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Storytelling: finding UX moments that count

  • 1. Storytelling finding UX moments that count Amber Howard, Ph.D. @amberkhoward February 12, 2013
  • 7. Customers don't know what they want until we've shown them. — Steve Jobs
  • 12. CREATE TO RESONATE the difference between belonging, connecting, & believing rejecting missing doubting
  • 13. increase the overlap MINDSETS & DESIGNED EXPECTATIONS CONDITIONS
  • 14. CREATE TO RESONATE storytelling gets us there we are all storytellers. story is a fundamental part of our existence.
  • 16. Do you enjoy being a designer?
  • 17. Why do you love being a designer?
  • 18. Tell a story about a time when you felt fulfilled as a designer.
  • 22. INVITE STORYTELLING experience is non-conscious consciousness is a bubbling up of non-conscious awareness.
  • 23. INVITE STORYTELLING the non-conscious knows Iowa gambling task
  • 24. stories are windows to the non-listen for the elephant in the trainer’s voice. one story is not enough. conscious
  • 26. TEXT If I had asked people what they want, they would have Text Text said faster horses. — Henry Ford
  • 27. WHAT TO ASK what you ask depends on how you want the design to resonate
  • 29. ASSETS What do people have? What can we make?
  • 30. ASSETS ACTIONS What do people do? How can we streamline the process?
  • 31. ASSETS ACTIONS EXPERIENCES How do people relate? How can we make it fulfilling?
  • 32. ASSETS ACTIONS EXPERIENCES VISION What do people value? How can we align perceptions?
  • 33. ASSETS ACTIONS EXPERIENCES VISION CULTURE What do people believe? How can we expand possibility?
  • 34. observable inferential ASSETS ACTIONS EXPERIENCES VISION CULTURE
  • 35. tactical strategic ASSETS ACTIONS EXPERIENCES VISION CULTURE
  • 36. If I had asked people what they want, they would have said faster horses.
  • 37. If I had asked people to tell a story, they would have surprised & inspired me.
  • 38. how do you want to resonate
  • 41. DESIGN THE EXPERIENCE design the experience ask & listen to the non-conscious
  • 42. DESIGN THE EXPERIENCE facilitating a storytelling session
  • 43. DESIGN THE EXPERIENCE know your role know the encouraging & supportive persona you’re going to play.
  • 45. DESIGN THE EXPERIENCE calm the elephant provide no-stakes opportunities to tell casual stories.
  • 47. DESIGN THE EXPERIENCE give a basic structure Great stories are designed. Give people the structure to tell great stories.
  • 48. structure of a story
  • 49. SETTING What was the situation? Where do significant moments happen?
  • 50. SETTING CHARACTERS Who was involved? What roles and relationships matter?
  • 51. SETTING CHARACTERS JOURNEY What happened? How did emotions & perspectives transform?
  • 52. SETTING CHARACTERS JOURNEY RESOLUTION How did it end? How was tension resolved? Who does the person want to be?
  • 53. SETTING CHARACTERS JOURNEY RESOLUTION MORAL Why did it matter? What is valued? What are the person’s hopes?
  • 54. DESIGN THE EXPERIENCE SETTING CHARACTERS JOURNEY RESOLUTION MORAL
  • 56. DESIGN THE EXPERIENCE provide a safety net give people a space to collect their thoughts before sharing.
  • 58. DESIGN THE EXPERIENCE make it social people are comfortable sharing stories with peers — it builds camaraderie. find ways to record the conversation.
  • 62. ANALYZING STORIES all these stories... how do we make sense of them?
  • 63. ANALYZING STORIES themes from many pieces using grounded theory lite
  • 64. ANALYZING STORIES transcribe the stories get all the stories into a comparable format.
  • 66. ANALYZING STORIES develop a coding system make dots so you can connect them. the dots should be project-specific.
  • 67. story elements SETTING CHARACTERS JOURNEY RESOLUTION MORAL location relationships before/during/after transformation significance time roles trigger hopes identity tools tension aspirations emotion drama
  • 70. ANALYZING STORIES categorize by affinity identify patterns & themes. Find significant moments.
  • 74. SYNTHESIZING STORIES tell a story that is relevant and meaningful SETTING CHARACTERS JOURNEY RESOLUTION MORAL
  • 75. SYNTHESIZING STORIES BELONGING: common mindsets situations & roles SETTING CHARACTERS JOURNEY RESOLUTION MORAL
  • 76. in a new environment Teachers outside their comfort zone Principals who were overwhelmed, but persevered, with too much to do in too little time Staff when faced with a crisis
  • 77. SYNTHESIZING STORIES CONNECTING: leverage points journey & progression SETTING CHARACTERS JOURNEY RESOLUTION MORAL
  • 78. Facilitate reflection Provide set specific praise benchmarks How am I doing? “Confidence and a sense of success is I’M CONFIDENT pretty awesome for me. It means a lot I WOULD ENGAGE to be comfortable in your own skin.” WITH THE ONLINE COMMUNITY TO — teacher VALUE ADDED VALUE I AM I NEED I REFLECT BY I’M AFFIRMED Overwhelmed Reassurance celebrating success & unsure asking for feedback about using LinkedIn Google my expectations Facebook Edutopia performance Skype
  • 79. SYNTHESIZING STORIES BELIEVING: purpose values & perceptions SETTING CHARACTERS JOURNEY RESOLUTION MORAL
  • 80. Where we want to go as a City General advice from the group Lay the foundation for 21st century growth. Built upon these pillars public transportation density communication effective public other convention transit system walkable features/ groups economic center riverfront attractions development entrepreneurs chamber wayfinding population monorail NCSU/ Universities/ transportation Colleges city to RDU DRA References for success ocean/mountain > Amsterdam infrastructure for lots > Fortune 500 companies in NYC of people > Keep Austin weird > NYC culture/grid/mindset/designers > Austin music > Charlotte preserves history > Portland downtown transportation > Nashville music > Districts in Paris > Bike ecosystem of Copenhagen/Paris/ > Music scene in northwest > Salt Lake City water feature, Amsterdam/San Francisco
  • 81. SYNTHESIZING STORIES MOMENTUM: strategy engagement architecture action plan
  • 82. 41% HUB AND SPOKE A community hub is like a bicycle wheel, with spokes radiating out from the center. Community hubs are the central gathering place for featured content and discussion. The centralized position of the hub ensures that the nodes are aligned with the organization’s brand. The spokes, radiating from the hub, route members to need-specific resources. Since one tool does not fit all, the nodes provide a suite of curated tools and resources that cater to specific needs, expectations, and values of the community. MODELS FOR SOCIAL ENGAGEMENT 10.8% 28.8% 18% 1.4% ORGANIC TREE DANDELION HONEYCOMB No one department manages or One department manages all social Similar to Hub and Spoke but Everyone in the organization uses coordinates; efforts bubble up from activities. applicable to organizations with social media safely and consistently the edges of the company. several autonomous sub-groups. across all organizations. Data based on 140 surveyed social companies, courtesy of Altimeter Group, 2010.
  • 83. The conversations and ideas that came from the Pathways to Opportunity Tour demonstrated that North Carolina wants RTP to be a convener, a connector, a catalyst. Here’s how RTP plans to fulfill those roles: CONVENER CONNECTOR CATALYST THIS YEAR, RTP WILL INVITE RTP WILL DEVELOP AN ONLINE RTP WILL BUILD AN REPRESENTATIVES FROM COMMUNITY TO ESTABLISH INNOVATIVE COMMUNITY FOR ACROSS NORTH CAROLINA TO AN ONGOING CONVERSATION SHARING NEW IDEAS. COME TOGETHER IN THE PARK. ABOUT THE FUTURE OF NORTH The center will fulfill the expectations CAROLINA. Events hosted in RTP will give we heard on the Pathways to passionate people an opportunity to Different forms of online media will Opportunity tour: it will connect North collaborate and learn from one another allow RTP to share timely information Carolina and brand our state as a global to drive economic development in their about the Park and the state’s leader in innovation and collaboration. own communities. development. Open communications platforms will give North Carolina a place to share stories and ideas.
  • 90. thank you. Amber Howard, Ph.D. @amberkhoward