Por que storytelling? Por um instante esqueça features, funcionalidades e KPIs. No centro de tudo que você faz, seja startup ou corporação, estão pessoas e as narrativas da vida delas. Quem são estas pessoas? O que estão fazendo? Podem estar na rua, no ônibus, pegando o filho na escola ou assistindo a uma partida de futebol. No meio ou durante tudo isto, estão usando seu produto ou serviço. Em meio à complexidade, tantas metodologias, frameworks, backlog, plataformas, etc, é fácil esquecer o lado humano e os micro-momentos que compõe as experiências. Storytelling e empatia são centrais em Design Thinking, Design Sprints e Lean UX. Nestes anos de prática profissional na IDEO, Itaú e Huge, nos EUA, Alemanha, Brasil e Inglaterra, aprendi que a habilidade fundamental para inovar, criar e implementar experiências ou negócios de sucesso, é a capacidade de entender, comunicar e influenciar narrativas. Te convido para este bate-papo onde vamos ver exemplos reais, vou compartilhar a minha experiência em projetos por todo o mundo e ferramentas práticas para você fazer uso na sua empresa, seja ela startup ou corporação.

1. Storytelling
Inspiration for experiences, brands and businesses.
— Fabricio Dore
Cubo - April 26 2016

2. #storytelling_cubo
@superfab
25min (presentation) + 15min (debate)

3. 1
We are focusing too much on short term and execution.

4. 80% of Buzzfeed’s content is consumed via social media.
2

5. 3
1862 startups just on Angel List.

6. Why storytelling?

7. Stories helps us create empathy.

8. Stories help us find inspiration.

9. Stories help us make sense of the world.

10. Empathy Inspiration Narrative

11. Culture Brand Experience
Empathy Inspiration Narrative

13. We are naturally emphatic.

14. We seek opportunities to connect.

15. Analytical and empathic areas of the brain fight against each other.

16. Imagens de uso confidencial.
Build empathy by: seeing, experience & sharing.

17. We need to create opportunities to turn off
our analytical brain and connected with
others (e.g. users or coworkers) on a
emotional and empathic level at a workplace
setting.

18. 80%
Source: Bain & Co (2013)
Deliver “superior experience” to our
customers.
8%
I feel like I receive “superior
experience”.
Business Leaders Customers
“We put the customer in the center.”

19. “
Empathy is a habit.
”
Tim Brown, IDEO

20. Average Increase for Twelve Firms with
Performance-Enhancing Cultures
Average Increase for Twenty Firms without
Performance-Enhancing Cultures
Revenue 682% 166%
Employment 282% 36%
Stock Price 901% 74%
Net Income 756% 1%
Source: Corporate Culture and Performance, James Heskett & John Kotter (1992)
Companies that have core values associated with empathy
demonstrated better business results.

21. But how to scale empathy?

22. +
+
+
Quotes or human elements.
Living experiences (listening/seeing)
Storytelling (narrative, video, imagery)
KPIs
Meetings
PowerPoints
Where to start changing our habits and
transforming the organisation?

23. http://usertesting.com/ https://www.invisionapp.com/
https://www.flinto.com/mac http://www.adobe.com/products/experience-design.html
So many tools. There’s not excuse for not being empathic.

24. Perhaps even VR in the near future can be used
as a tool for empathy.

25. Culture Brand Experience
Empathy Inspiration Narrative

26. So many new startup banks, but Tandem is different.

27. Tandem is using powerful storytelling to
communicate the brand values.
Source: https://www.youtube.com/watch?v=3O449HovwOo

28. Redefined the investment model to be collaborative.

29. Consistent brand stories in every touchpoint.

30. Powerful storytelling once again.
Source: https://www.youtube.com/watch?v=_ZsZHXsA7bQ

31. “
Stories travel further.
”
Internet

32. “
If it’s not spreadable, it’s dead.
”
Internet

33. 1. It’s not enough to say you make this or that.
2. Brands need to build authentic stories.
3. Stories that represent their culture. *Culture sells.

34. Product Services Experiences Culture

35. Authentic storiesCulture
Inside the company Outside of the company

36. https://getmondo.co.uk/
ST is critical for startups to build their brands and
communicate their values.

37. https://strategyzer.com/
atendimento frio
e sem tomada
de decisão cobranças
desconhecidas
de tarifas
juros altos e
taxas
desconhecidas
me sentir
seguro usando o
cartão
fazer compras
em lojas e na
web
ter controle
sobre meus
gastos
atendimento
personalizado,
com atendentes
com alçada
transparência e
clareza em
juros e tarifas
status maior segurança
cartão de
crédito
pagar fatura em
dia
esquecer de
pagar a fatura
acumular milhas
medo de ser
clonado
notificações
para
acompanhar
gastos
aplicativo
“companion” com
boa experiência
de uso
atendimento ao
consumidor
programa de
milhagem
gráfico de uso
do cartão
VPC is a good exercise to define ‘the story’.

38. Show, don’t tell.
Be simple.
Be personal.
Be creative with the narrative.
Use conflict and drama.
Be authentic.
Create an ‘ownable’ story.
Collected 7 elements of a great story.

39. “The best narratives
come from a place
of belief.”
Don Draper

40. Culture Brand Experience
Empathy Inspiration Narrative

41. Storytelling & experience.
Service Content Characters
(Orchestration) (Information) (Personality)
Just addressing 2 today.

43. https://www.youtube.com/watch?v=NOey_KjH0r8

44. Inciting
Incident
Lock in
First
Culmination
Main
Culmination
Third Act
Twist
Amelie 00:14:55 00:34:56 01:08:00 01:39:45 01:51:54
Back to future 00:22:42 00:31:30 00:55:47 01:26:07 1:44:39
Pulp Fiction (The Bonnie
Situation)
00:17:51 01:55:50 02:07:46 02:17:30 02:22:08
Pulp Fiction (The Gold Watch) 1:08:01 1:14:29 1:26:55 1:36:23 1:44:22
Pulp Fiction (Vincent Vega &
Marsellus Wallace's Wife)
0:13:43 0:31:19 0:45:35 0:54:20 0:56:44

45. Story-lines x story-systems

46. Source: https://vimeo.com/159756445

47. Fonte: Pattern Lab, por Brad Frost

48. Designers Developers
https://www.nordnet.se/brand/ui/ https://github.com/nordnet/nordnet-ui-kit

49. https://panamapapers.icij.org/the_power_players/

50. Componentization allows non-linear
storytelling for the digital age.

51. Service Content Characters
(Orchestration) (Information) (Personality)
Storytelling & experiência.

52. Adoption of voice
(As interface with mobile by 2020)
82%
Source: Tractica (2015)

55. AlexaSiri
They have different personalities!

56. Taylor - AI travel assistant.

58. Design Sprint de Chatbot (Character Development)
Dia 1
Descreva seu
personagem.
Dia 2
Faça exercícios de
personagem.
Dia 3
Seja a
personagem.
Dia 4
Exercite com o
questionário.
Dia 5
Re-descreva seu
personagem.
Dia 6
Re-exercite com o
questionário.
Dia 7
Review geral do
trabalho.

59. Empathy involves
seeing, listening,
experiencing and
sharing stories.
Find your story. It
needs to be authentic
and represent your
culture.
Stories and narrative have
a lot to offer to the
design of experiences.
1 2 3

60. Obrigado!
Fabricio Dore
@superfab
Cubo - 26 de Abril de 2016