Too often, we think about the “look & feel” for experience designs more than we do about the story we are trying to communicate. In this presentation, we explore how customer experience and digital marketing leaders can use storytelling for digital experience at the intersection of editorial, design, and development. Learn: - Available techniques and technologies for effective online storytelling - How to better construct narratives around products and services - How to use storytelling to more deeply engage your audiences.

1. STORYTELLING FOR CX
MAKE YOUR AUDIENCE THE HERO
Jason Cranford Teague
@CranfordTeague | #StorytellingCX
www.rivetlogic.com
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2. STORYTELLING FOR CX
THANKS
@CranfordTeague | #StorytellingCX rivetl gic

3. JASON CRANFORD TEAGUE
Adjunct UX Lead & Adjunct Professor at Drexel University, Interactive Digital Media
jasonct@rivetlogic.com
541.600.4422
@CranfordTeague
STORYTELLING FOR CX
@CranfordTeague | #StorytellingCX rivetl gic

4. STORYTELLING FOR CX
MY STORY
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5. STORYTELLING FOR CX
1994
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6. STORYTELLING FOR CX
1998
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7. STORYTELLING FOR CX
2006
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8. STORYTELLING FOR CX
NOW
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WWW.RIVETLOGIC
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9. STORYTELLING FOR CX
BOOKS: 19
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10. @CranfordTeague | #StorytellingCX
STORYTELLING FOR CX
WE ARE ALL STORYTELLERS
INTRODUCTION
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11. STORYTELLING FOR CX
Thinking about interfaces is thinking
too small. Designing human-
computer experience isn’t about
building a better desktop. It’s about
creating imaginary worlds that have
a special relationship to reality:
worlds in which we can extend,
amplify, and enrich our own
capacities to think, feel, and act.
— Brenda Laurel, Computers as Theatre, 2nd Ed
“
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15. STORYTELLING FOR CX
Beginning
THIS IS A STORY
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Middle End
ONCE UPON A TIME…
…SOMETHING HAPPENED…
…AND THEY LIVED HAPPILY EVER AFTER.

16. @CranfordTeague | #StorytellingCX
STORYTELLING FOR CX
MAPS
LET ME TELL YOU A STORY ABOUT…
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17. STORYTELLING FOR CX
Beginning
MAP STORY
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Middle End
EVERYONE MADE MAPS…
…THEY MADE THEM TOO BIG…
…NO ONE WANTED TO MAKE MAPS ANYMORE.

18. THE STORY TELLER
STORYTELLING FOR CX
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20. STORYTELLING FOR CX
We are the music makers,
And we are the dreamers of
dreams…
— Arthur O’Shaughnessy, Ode
“
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21. one that originates or creates something.
author
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22. the self-moved being that is the source of all motion.
prime mover
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23. People we listen to in order to make sense of the
universe.
trusted filter
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24. WHY STORIES?
STORYTELLING FOR CX
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25. Brings your audience along for the ride.
engagement
STORYTELLING FOR CX
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26. why people pay attention to a story
Things that make you go
“Hmmm…”
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27. why people pay attention to a story
BOOM!
Moment
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28. WHY STORIES FOR CX?
STORYTELLING FOR CX
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29. Helps them through complex processes.
Guide
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30. Provides a tangible reason for activities.
Purpose
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31. Helps them understand the value of what they are doing.
Understanding
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32. Helps them retain information.
Memory
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33. TELLING A STORY TO YOUR CUSTOMERS
STORYTELLING FOR CX
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HERO STRUCTURE PROGRESS

34. @CranfordTeague | #StorytellingCX
STORYTELLING FOR CX
HAVE A HERO
TELLING STORIES 1
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35. STORYTELLING FOR CX
A hero ventures forth from the
world of common day into a region
of supernatural wonder: fabulous
forces are there encountered and
a decisive victory is won: The hero
comes back from this mysterious
adventure with the power to
bestow boons on his fellow man.
— Joseph Campbell
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36. A person in a story.
A Character
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37. The character(s) whose actions are admired by other
characters in a story.
The Hero
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38. The character(s) whose actions are reviled by other
characters in a story.
The Villain
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39. WHO IS THE HERO?
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40. WHO IS THE HERO?
STORYTELLING FOR CX
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PRODUCTCUSTOMER COMPANY

41. WHO IS THE HERO?
STORYTELLING FOR CX
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42. PRODUCT AS
HERO
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43. THE IPHONE
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45. COMPANY AS
HERO?
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46. CUSTOMER
AS VILLAN!
STORYTELLING FOR CX
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47. A GAME OF PHONES
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48. STORYTELLING FOR CX
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49. @CranfordTeague | #StorytellingCX
STORYTELLING FOR CX
CREATE A STRUCTURE
TELLING STORIES 2
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50. The events that make up a story
The Plot
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51. How we model the events to tell different kinds of
stories.
Story Structure
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52. STORYTELLING FOR CX
UX STORY MODELS
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CONCEPT ORIGINUSAGE
From Storytelling for User Experience By Whitney Quesenbery & Kevin Brooks

53. Illustrates the big picture overview of what a product is.
and outlines how your customers think about that
product.
Concept Story Model
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54. STORYTELLING FOR CX
Concept
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55. The story of someone using your product or service—
step by step
Usage Story Model
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56. STORYTELLING FOR CX
Usage
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57. Works as a bridge between your concept story and your
usage story—bridging the gap between the concept of a
product or service and the actual usage of it.
Origin Story Model
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58. STORYTELLING FOR CX
Origin
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59. @CranfordTeague | #StorytellingCX
STORYTELLING FOR CX
SHOW PROGRESS
TELLING STORIES 3
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60. STORYTELLING FOR CX
In many cases when a reader puts
a story aside because it 'got
boring,' the boredom arose
because the writer grew enchanted
with his powers of description and
lost sight of his priority, which is to
keep the ball rolling.
— Stephen King
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61. STORYTELLING FOR CX
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HOW DO YOU GET DIRECTIONS?
NEED
OPTIMAL
OUTCOME
STARTING POINT DESTINATION
JOURNEY
SOLUTION

62. What causes the action.
Trigger
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63. The desired effect and next steps.
Result
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64. STORYTELLING FOR CX
Beginning
THIS IS A STORY
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Middle End
ONCE UPON A TIME…
…SOMETHING HAPPENED…
…AND THEY LIVED HAPPILY EVER AFTER.

65. STORYTELLING FOR CX
Trigger
THE MIDDLE BIT
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Result
THROW BALL …HIT HEAD
Trigger Result Trigger Result
…GO HOSPITAL …CATCH PLAGUE …GET SICK …DIE

66. STORYTELLING FOR CX
PROGRESS?
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67. STORYTELLING FOR CX
BREADCRUMBS?
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68. @CranfordTeague | #StorytellingUX
STORYTELLING FOR UX
CRANFORDTEAGUE
https://www.nearmisses.co.nz

69. @CranfordTeague | #StorytellingUX
STORYTELLING FOR UX
CRANFORDTEAGUE

70. @CranfordTeague | #StorytellingCX
STORYTELLING FOR CX
THE END
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?

71. STORYTELLING FOR CX
We're all stories, in the end…
just make it a good one, eh?
— Doctor Who
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72. STORYTELLING FOR CX
➡ JOB STORIES
➡ JOURNEY MAPS
➡ STORYBOARDS
➡ USER FLOWS
STORY TELLING FOR DESIGN THINKING
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73. STORYTELLING FOR CX
MAKE YOUR AUDIENCE THE HERO
Jason Cranford Teague
@CranfordTeague | #StorytellingCX
www.rivetlogic.com
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