SlideShare a Scribd company logo
1 of 63
Download to read offline
@rainwiz #storygraph

lo storygraph
a cross channel visualization tool for
storytelling research
Raffaele Boiano

BETTER SOFTWARE 2013

@rainwiz #storygraph
A intro

B

stories

C

maps

D outro

who’s this guy?
and why’s he here?

@rainwiz #storygraph
Tutto iniziò il 5 giugno del 2006
antropology

ethnography

applied anthropology
business anthropology

commercial ethnography

!

cyberanthropolgy
digital anthropology

!
!

digital ethnography
netnography
Lost
discipline

concept of culture

comparative method

process

concept of field

fieldwork

product
put cultures in words

textual strategies
concept of culture

concept of field

textual strategies
Back to the future
Anthropology in crash
Me in Fatih
osservazione
partecipante
Bronislaw Malinowski
Kitchen stories
Ethnography as a toolbox
#1
reactive observation
observe people when you’re consciously
operating a influence (spur) over them.
#2
non reactive observation
observe people when you’re not operating any
influence (verbal, behavioural etc) over them.
#3
immersion
be in context, daily, and interact with people
inside their own environment.
#4
interview
hermeneutic, narrative, in depth, looking for the
other’s point of view towards the world.
#5
artifact analysis
collect products (text and other stuff) made by
people you’re interested in.
#6
performance
using theathre, performance, profound gaming to
create the context of a relation.
#7
self documentation
people have tools to create their own self
representation. Diary, documentary, fiction etc.
#8
storytelling
...let’s see what it means...
A intro

B

stories

C

maps

D outro

@rainwiz #storygraph

stories
We all tell stories. It's one of the most natural ways
to share information, as old as the human race.
A intro

B

stories

C

maps

D outro

@rainwiz #storygraph

una storia è l’insieme degli eventi descritti secondo
una successione logica e cronologica
un racconto è la forma del discorso con cui una certa
storia viene raccontata
una narrazione è l’atto attraverso cui una certa storia è
concretamente veicolata da qualche attore verso un
qualche pubblico
A intro

B

stories

C

maps

D outro

@rainwiz #storygraph

#1

as a shared space
Julian Orr
Talking about machines
A intro

B

stories

C

maps

D outro

#2

as field data
Jan Chipchase

@rainwiz #storygraph
Mobile Money
A intro

B

stories

C

maps

D outro

#3

as tools
Alberto Marradi

@rainwiz #storygraph
Talking about machines
A intro

B

stories

C

maps

D outro

@rainwiz #storygraph

a user story
describes a piece of the user’s experience with a
product or service (or both).
!

You can find needs, thoughts, emotions, attitues,
pain points in a story.
A intro

B

stories

C

maps

D outro

@rainwiz #storygraph

narrative interview
it’s a setting which encourages and stimulates
interviewees to tell a story about some significant
event in the informants' life.
2012/219. Unjustified fear
Profile
Frank is a 47 year old accountant who lives in Rome, Italy. He
considers himself a handy many, fixing the broken clock, or making
house renovations.
Frank is extremely active. He golfs twice a week in the summer and
swims laps three times a week in the winter. He is proud of his
garden and spends an hour or two each day maintaining his lawn
and flower beds. Frank is also an avid fisherman.
Frnk uses the computer at work. He’s comfortable using the
computer and learned to use the Web for job-related research,
and he uses the company's intranet on a regular basis throughout
each workday.

Personal data

Age: 47
Sex: M
Edication: High school

Internet skill

Experience: 6 years
Activities: mail 6 social network
h/w.: 15
Pc: Windows – IE8
Network: company LAN (ADSL)

Frank is an hard worker. He reads on a newspaper that the government wants to raise
the taxation of savings. He looks for informations on the corporate website but he can’t
find any in-depth content. Afterwards he calls the contact center and he’s reassured by
the operator that nothing is going to change about his savings. After two days he’s still
in doubt and writes an email but he doesn’t receive a rapid answer so after a while he
sends a fake user feedback full of taxation questions. The feedback is added to the
outboud cue and Frank is called by the contact center in order to arrange an
appointment at the nearest territorial retail office (face by face trust building).

The storybook
My company stories

Stories happen only to those who are able to tell them

The storybook
A intro

B

stories

C

maps

D outro

maps
what’s a map?

@rainwiz #storygraph
A intro

B

stories

C

maps

D outro

@rainwiz #storygraph

Experience map
[ik-speer-ee-ns map]
n. A visual representation of the complete experience
Adaptive Path - Rail Europe Experience Map
Legowheel Experience Map
Starbucks Experience Map
Orange
YU
Linearization example
A intro

B

stories

1

C

maps

D outro

@rainwiz #storygraph

2

3
A intro

B

stories

C

maps

D outro

@rainwiz #storygraph

the storygraph
how I learned to stop worrying and love the research
A intro

B

stories

C

maps

D outro

so, let’s start from

user needs
A intro

B

stories

C

maps

D outro

and let’s continue with

touchpoints
MY COMPANY - STORYGRAPH
Process

Strategy
LINE OF INTERNAL ACTION

Operations

owned digital media management

Area

social media management (earned media)

press

owned press

staff training

Write &
produce
editions

Manage
customer
relation

LINE OF VISIBILITY

Content &
knowledge
base
management

Activity

Design &
development
24/7 selfservice

Write post
& manage
interactions

Send
targeted
messages

Produce
awareness
video

Tweet &
relate

Socialize
contents
& manage
interactions

Update
professional
network &
projects

activity
& media
relations

Face to face
relations &
solutions

01

FONDAZIONE

Enasarco Magazine
Affrontare il cambiamento:
la nuova sfida per il presente
Agente: un lavoro
che dà valore all’azienda
Speciale convenzioni
Soggiorni termali e climatici 2010

Touchpoints
public portal

restricted area

blog

newsletter

youtube

twitter

facebook

linkedIN

press & media

house organ

cust. service

A

B

C

D

E

F

G

H

I

L

M

LINE OF USER INTERACTION

1. Core services
2. Send feedback
3. Discuss/Share
4. Ask for help
5. Networking
6. Discover news
7. Know in depth

N

Raffaele Boiano - rainwiz@rainwiz.com

This work is licensed under a Creative Commons Attribution 3.0 Unported License
This is a free culture license!

Ideal

suitable but not ideal

unsuitable
2012/219. Unjustified fear

Frank is an hard worker. He reads on a newspaper [I6] that the government wants to raise
the taxation of savings. He looks for informations on the corporate website [A7] but he
can’t find any in-depth content. Afterwards he calls the contact center [M4] and he’s
reassured by the operator that nothing is going to change about his savings. After two
days he’s still in doubt and writes an email [B4] but he doesn’t receive a rapid answer so
after a while he sends a fake user feedback [B2] full of taxation questions. The feedback
is added to the outboud cue and Frank is called by the contact center [M4] in order to
arrange an appointment at the nearest territorial retail office [N7] (face by face trust
building).

I6

A7 M4 B4
No trust

B2 M4 N7
2012/219
A intro

B

stories

C

maps

D outro

so what?
che mi porto a casa?

@rainwiz #storygraph
A intro

B

stories

C

maps

D outro

@rainwiz #storygraph

• identificare entry point ed exit point
• assegnare a ciascun punto un segno emozionale
dell’esperienza (iniziale e/o finale) (+/- 2)

• ripensare la propria strategia di presenza digitale:
inventare nuovi touchpoints, potenziare alcuni e
depotenziare altri

a tool for change management
A intro

B

stories

Export dello storygraph

C

maps

D outro
only happen to
“Storieswho are able to tell
those
them.

”

Paul Auster
Grazie!
Raffaele Boiano
 @rainwiz
rainwiz@rainwiz.com

Thanks to:
!
Gianluca Brugnoli
Andy Polaine
Adaptive Path
Steve Portigal

Marcio Leibovitch

Pinterest (multi channel UX)

More Related Content

Similar to The storygraph

Getting information from the field, fast
Getting information from the field, fastGetting information from the field, fast
Getting information from the field, fastSprint Business
 
29 Ways To Be Creative. Great Help And Advice For C
29 Ways To Be Creative. Great Help And Advice For C29 Ways To Be Creative. Great Help And Advice For C
29 Ways To Be Creative. Great Help And Advice For CJulia Solem
 
29 Ways To Be Creative. Great Help And Advice For C
29 Ways To Be Creative. Great Help And Advice For C29 Ways To Be Creative. Great Help And Advice For C
29 Ways To Be Creative. Great Help And Advice For CAmanda Moore
 
Mobile UX: We're Still Human by Chris Scull
Mobile UX: We're Still Human by Chris ScullMobile UX: We're Still Human by Chris Scull
Mobile UX: We're Still Human by Chris ScullDigitalMarketingShow
 
Mobile UX - We're still human!
Mobile UX -  We're still human!Mobile UX -  We're still human!
Mobile UX - We're still human!Reading Room
 
Digital Magazine Awards 2013 - Keynote
Digital Magazine Awards 2013 - KeynoteDigital Magazine Awards 2013 - Keynote
Digital Magazine Awards 2013 - KeynoteRob Boynes
 
Storytelling Strengthens Teams
Storytelling Strengthens TeamsStorytelling Strengthens Teams
Storytelling Strengthens TeamsJason Grant
 
7 #socialmedia challenges for 2014
7 #socialmedia challenges for 20147 #socialmedia challenges for 2014
7 #socialmedia challenges for 2014Lava Consult BVBA
 
Admission Process - Miami Ad School
 Admission Process - Miami Ad School  Admission Process - Miami Ad School
Admission Process - Miami Ad School Ana Machado
 
Enhance employee experience: la intranet EMEA di Banco do Brasil
Enhance employee experience: la intranet EMEA di Banco do BrasilEnhance employee experience: la intranet EMEA di Banco do Brasil
Enhance employee experience: la intranet EMEA di Banco do BrasilTeresa Dallera
 
Communicating in the virtual world
Communicating in the virtual worldCommunicating in the virtual world
Communicating in the virtual worldlarssudmann
 
We Are Social: Curiosity Stop #10
We Are Social: Curiosity Stop #10We Are Social: Curiosity Stop #10
We Are Social: Curiosity Stop #10We Are Social
 
WUD Rome 2014 - Dentro al circolo del feedback - Raffaele Boiano
WUD Rome 2014 - Dentro al circolo del feedback - Raffaele BoianoWUD Rome 2014 - Dentro al circolo del feedback - Raffaele Boiano
WUD Rome 2014 - Dentro al circolo del feedback - Raffaele Boianonois3
 
STAAR Formatted Expository Writing Prompts For 4Th Gra
STAAR Formatted Expository Writing Prompts For 4Th GraSTAAR Formatted Expository Writing Prompts For 4Th Gra
STAAR Formatted Expository Writing Prompts For 4Th GraLynn Holkesvik
 
Assignment 2 with script
Assignment 2 with scriptAssignment 2 with script
Assignment 2 with scriptMaxineOwens
 
2020 CX Report 1.0.0
2020 CX Report 1.0.02020 CX Report 1.0.0
2020 CX Report 1.0.0John Maeda
 
Proposal for an android app for digital will
Proposal for an android app for digital willProposal for an android app for digital will
Proposal for an android app for digital willDevesh Singhal
 

Similar to The storygraph (20)

Getting information from the field, fast
Getting information from the field, fastGetting information from the field, fast
Getting information from the field, fast
 
29 Ways To Be Creative. Great Help And Advice For C
29 Ways To Be Creative. Great Help And Advice For C29 Ways To Be Creative. Great Help And Advice For C
29 Ways To Be Creative. Great Help And Advice For C
 
29 Ways To Be Creative. Great Help And Advice For C
29 Ways To Be Creative. Great Help And Advice For C29 Ways To Be Creative. Great Help And Advice For C
29 Ways To Be Creative. Great Help And Advice For C
 
Mobile UX: We're Still Human by Chris Scull
Mobile UX: We're Still Human by Chris ScullMobile UX: We're Still Human by Chris Scull
Mobile UX: We're Still Human by Chris Scull
 
Mobile UX - We're still human!
Mobile UX -  We're still human!Mobile UX -  We're still human!
Mobile UX - We're still human!
 
Digital Magazine Awards 2013 - Keynote
Digital Magazine Awards 2013 - KeynoteDigital Magazine Awards 2013 - Keynote
Digital Magazine Awards 2013 - Keynote
 
Storytelling Strengthens Teams
Storytelling Strengthens TeamsStorytelling Strengthens Teams
Storytelling Strengthens Teams
 
7 #socialmedia challenges for 2014
7 #socialmedia challenges for 20147 #socialmedia challenges for 2014
7 #socialmedia challenges for 2014
 
Vlan Essay
Vlan EssayVlan Essay
Vlan Essay
 
Mobile-Websites-for-Agents
Mobile-Websites-for-AgentsMobile-Websites-for-Agents
Mobile-Websites-for-Agents
 
People the biggest cyber risk
People the biggest cyber riskPeople the biggest cyber risk
People the biggest cyber risk
 
Admission Process - Miami Ad School
 Admission Process - Miami Ad School  Admission Process - Miami Ad School
Admission Process - Miami Ad School
 
Enhance employee experience: la intranet EMEA di Banco do Brasil
Enhance employee experience: la intranet EMEA di Banco do BrasilEnhance employee experience: la intranet EMEA di Banco do Brasil
Enhance employee experience: la intranet EMEA di Banco do Brasil
 
Communicating in the virtual world
Communicating in the virtual worldCommunicating in the virtual world
Communicating in the virtual world
 
We Are Social: Curiosity Stop #10
We Are Social: Curiosity Stop #10We Are Social: Curiosity Stop #10
We Are Social: Curiosity Stop #10
 
WUD Rome 2014 - Dentro al circolo del feedback - Raffaele Boiano
WUD Rome 2014 - Dentro al circolo del feedback - Raffaele BoianoWUD Rome 2014 - Dentro al circolo del feedback - Raffaele Boiano
WUD Rome 2014 - Dentro al circolo del feedback - Raffaele Boiano
 
STAAR Formatted Expository Writing Prompts For 4Th Gra
STAAR Formatted Expository Writing Prompts For 4Th GraSTAAR Formatted Expository Writing Prompts For 4Th Gra
STAAR Formatted Expository Writing Prompts For 4Th Gra
 
Assignment 2 with script
Assignment 2 with scriptAssignment 2 with script
Assignment 2 with script
 
2020 CX Report 1.0.0
2020 CX Report 1.0.02020 CX Report 1.0.0
2020 CX Report 1.0.0
 
Proposal for an android app for digital will
Proposal for an android app for digital willProposal for an android app for digital will
Proposal for an android app for digital will
 

Recently uploaded

How AI, OpenAI, and ChatGPT impact business and software.
How AI, OpenAI, and ChatGPT impact business and software.How AI, OpenAI, and ChatGPT impact business and software.
How AI, OpenAI, and ChatGPT impact business and software.Curtis Poe
 
DevoxxFR 2024 Reproducible Builds with Apache Maven
DevoxxFR 2024 Reproducible Builds with Apache MavenDevoxxFR 2024 Reproducible Builds with Apache Maven
DevoxxFR 2024 Reproducible Builds with Apache MavenHervé Boutemy
 
How to write a Business Continuity Plan
How to write a Business Continuity PlanHow to write a Business Continuity Plan
How to write a Business Continuity PlanDatabarracks
 
unit 4 immunoblotting technique complete.pptx
unit 4 immunoblotting technique complete.pptxunit 4 immunoblotting technique complete.pptx
unit 4 immunoblotting technique complete.pptxBkGupta21
 
Advanced Computer Architecture – An Introduction
Advanced Computer Architecture – An IntroductionAdvanced Computer Architecture – An Introduction
Advanced Computer Architecture – An IntroductionDilum Bandara
 
Generative AI for Technical Writer or Information Developers
Generative AI for Technical Writer or Information DevelopersGenerative AI for Technical Writer or Information Developers
Generative AI for Technical Writer or Information DevelopersRaghuram Pandurangan
 
Dev Dives: Streamline document processing with UiPath Studio Web
Dev Dives: Streamline document processing with UiPath Studio WebDev Dives: Streamline document processing with UiPath Studio Web
Dev Dives: Streamline document processing with UiPath Studio WebUiPathCommunity
 
Passkey Providers and Enabling Portability: FIDO Paris Seminar.pptx
Passkey Providers and Enabling Portability: FIDO Paris Seminar.pptxPasskey Providers and Enabling Portability: FIDO Paris Seminar.pptx
Passkey Providers and Enabling Portability: FIDO Paris Seminar.pptxLoriGlavin3
 
A Deep Dive on Passkeys: FIDO Paris Seminar.pptx
A Deep Dive on Passkeys: FIDO Paris Seminar.pptxA Deep Dive on Passkeys: FIDO Paris Seminar.pptx
A Deep Dive on Passkeys: FIDO Paris Seminar.pptxLoriGlavin3
 
Ensuring Technical Readiness For Copilot in Microsoft 365
Ensuring Technical Readiness For Copilot in Microsoft 365Ensuring Technical Readiness For Copilot in Microsoft 365
Ensuring Technical Readiness For Copilot in Microsoft 3652toLead Limited
 
DevEX - reference for building teams, processes, and platforms
DevEX - reference for building teams, processes, and platformsDevEX - reference for building teams, processes, and platforms
DevEX - reference for building teams, processes, and platformsSergiu Bodiu
 
Developer Data Modeling Mistakes: From Postgres to NoSQL
Developer Data Modeling Mistakes: From Postgres to NoSQLDeveloper Data Modeling Mistakes: From Postgres to NoSQL
Developer Data Modeling Mistakes: From Postgres to NoSQLScyllaDB
 
The Ultimate Guide to Choosing WordPress Pros and Cons
The Ultimate Guide to Choosing WordPress Pros and ConsThe Ultimate Guide to Choosing WordPress Pros and Cons
The Ultimate Guide to Choosing WordPress Pros and ConsPixlogix Infotech
 
Streamlining Python Development: A Guide to a Modern Project Setup
Streamlining Python Development: A Guide to a Modern Project SetupStreamlining Python Development: A Guide to a Modern Project Setup
Streamlining Python Development: A Guide to a Modern Project SetupFlorian Wilhelm
 
DSPy a system for AI to Write Prompts and Do Fine Tuning
DSPy a system for AI to Write Prompts and Do Fine TuningDSPy a system for AI to Write Prompts and Do Fine Tuning
DSPy a system for AI to Write Prompts and Do Fine TuningLars Bell
 
WordPress Websites for Engineers: Elevate Your Brand
WordPress Websites for Engineers: Elevate Your BrandWordPress Websites for Engineers: Elevate Your Brand
WordPress Websites for Engineers: Elevate Your Brandgvaughan
 
TeamStation AI System Report LATAM IT Salaries 2024
TeamStation AI System Report LATAM IT Salaries 2024TeamStation AI System Report LATAM IT Salaries 2024
TeamStation AI System Report LATAM IT Salaries 2024Lonnie McRorey
 
The Fit for Passkeys for Employee and Consumer Sign-ins: FIDO Paris Seminar.pptx
The Fit for Passkeys for Employee and Consumer Sign-ins: FIDO Paris Seminar.pptxThe Fit for Passkeys for Employee and Consumer Sign-ins: FIDO Paris Seminar.pptx
The Fit for Passkeys for Employee and Consumer Sign-ins: FIDO Paris Seminar.pptxLoriGlavin3
 
Tampa BSides - Chef's Tour of Microsoft Security Adoption Framework (SAF)
Tampa BSides - Chef's Tour of Microsoft Security Adoption Framework (SAF)Tampa BSides - Chef's Tour of Microsoft Security Adoption Framework (SAF)
Tampa BSides - Chef's Tour of Microsoft Security Adoption Framework (SAF)Mark Simos
 

Recently uploaded (20)

How AI, OpenAI, and ChatGPT impact business and software.
How AI, OpenAI, and ChatGPT impact business and software.How AI, OpenAI, and ChatGPT impact business and software.
How AI, OpenAI, and ChatGPT impact business and software.
 
DevoxxFR 2024 Reproducible Builds with Apache Maven
DevoxxFR 2024 Reproducible Builds with Apache MavenDevoxxFR 2024 Reproducible Builds with Apache Maven
DevoxxFR 2024 Reproducible Builds with Apache Maven
 
How to write a Business Continuity Plan
How to write a Business Continuity PlanHow to write a Business Continuity Plan
How to write a Business Continuity Plan
 
DMCC Future of Trade Web3 - Special Edition
DMCC Future of Trade Web3 - Special EditionDMCC Future of Trade Web3 - Special Edition
DMCC Future of Trade Web3 - Special Edition
 
unit 4 immunoblotting technique complete.pptx
unit 4 immunoblotting technique complete.pptxunit 4 immunoblotting technique complete.pptx
unit 4 immunoblotting technique complete.pptx
 
Advanced Computer Architecture – An Introduction
Advanced Computer Architecture – An IntroductionAdvanced Computer Architecture – An Introduction
Advanced Computer Architecture – An Introduction
 
Generative AI for Technical Writer or Information Developers
Generative AI for Technical Writer or Information DevelopersGenerative AI for Technical Writer or Information Developers
Generative AI for Technical Writer or Information Developers
 
Dev Dives: Streamline document processing with UiPath Studio Web
Dev Dives: Streamline document processing with UiPath Studio WebDev Dives: Streamline document processing with UiPath Studio Web
Dev Dives: Streamline document processing with UiPath Studio Web
 
Passkey Providers and Enabling Portability: FIDO Paris Seminar.pptx
Passkey Providers and Enabling Portability: FIDO Paris Seminar.pptxPasskey Providers and Enabling Portability: FIDO Paris Seminar.pptx
Passkey Providers and Enabling Portability: FIDO Paris Seminar.pptx
 
A Deep Dive on Passkeys: FIDO Paris Seminar.pptx
A Deep Dive on Passkeys: FIDO Paris Seminar.pptxA Deep Dive on Passkeys: FIDO Paris Seminar.pptx
A Deep Dive on Passkeys: FIDO Paris Seminar.pptx
 
Ensuring Technical Readiness For Copilot in Microsoft 365
Ensuring Technical Readiness For Copilot in Microsoft 365Ensuring Technical Readiness For Copilot in Microsoft 365
Ensuring Technical Readiness For Copilot in Microsoft 365
 
DevEX - reference for building teams, processes, and platforms
DevEX - reference for building teams, processes, and platformsDevEX - reference for building teams, processes, and platforms
DevEX - reference for building teams, processes, and platforms
 
Developer Data Modeling Mistakes: From Postgres to NoSQL
Developer Data Modeling Mistakes: From Postgres to NoSQLDeveloper Data Modeling Mistakes: From Postgres to NoSQL
Developer Data Modeling Mistakes: From Postgres to NoSQL
 
The Ultimate Guide to Choosing WordPress Pros and Cons
The Ultimate Guide to Choosing WordPress Pros and ConsThe Ultimate Guide to Choosing WordPress Pros and Cons
The Ultimate Guide to Choosing WordPress Pros and Cons
 
Streamlining Python Development: A Guide to a Modern Project Setup
Streamlining Python Development: A Guide to a Modern Project SetupStreamlining Python Development: A Guide to a Modern Project Setup
Streamlining Python Development: A Guide to a Modern Project Setup
 
DSPy a system for AI to Write Prompts and Do Fine Tuning
DSPy a system for AI to Write Prompts and Do Fine TuningDSPy a system for AI to Write Prompts and Do Fine Tuning
DSPy a system for AI to Write Prompts and Do Fine Tuning
 
WordPress Websites for Engineers: Elevate Your Brand
WordPress Websites for Engineers: Elevate Your BrandWordPress Websites for Engineers: Elevate Your Brand
WordPress Websites for Engineers: Elevate Your Brand
 
TeamStation AI System Report LATAM IT Salaries 2024
TeamStation AI System Report LATAM IT Salaries 2024TeamStation AI System Report LATAM IT Salaries 2024
TeamStation AI System Report LATAM IT Salaries 2024
 
The Fit for Passkeys for Employee and Consumer Sign-ins: FIDO Paris Seminar.pptx
The Fit for Passkeys for Employee and Consumer Sign-ins: FIDO Paris Seminar.pptxThe Fit for Passkeys for Employee and Consumer Sign-ins: FIDO Paris Seminar.pptx
The Fit for Passkeys for Employee and Consumer Sign-ins: FIDO Paris Seminar.pptx
 
Tampa BSides - Chef's Tour of Microsoft Security Adoption Framework (SAF)
Tampa BSides - Chef's Tour of Microsoft Security Adoption Framework (SAF)Tampa BSides - Chef's Tour of Microsoft Security Adoption Framework (SAF)
Tampa BSides - Chef's Tour of Microsoft Security Adoption Framework (SAF)
 

The storygraph