Slides from my talk around storytelling in design at the UCD 2013 Conference in London http://2013.ucduk.org. Stories have played an important part in our societies and development through history. In the last few years it's gained attention as a tool for and important aspect in communication, and rightfully so. But it's also an integral part of the design process and at UCD 2013 I talked about why as well as how we can use it, from the start, during definition and development as well as going forwards.

1. D!"#$%#%$ &r'(%) "*'r+*!,,#%$
The power of stories & how they can be used in user centred design
by Anna Dahlström | @annadahlstrom
@ucduk
#ucd2013

2. O%-! (p'% & *#.!
in a city called ‘Lund’...
xxxxwww.flickr.com/photos/ulfk/7976687420

3. /!r! w0!r!
plenty of story time
www.flickr.com/photos/excomedia/sets/72157622519563566with/5233990438

4. W! *r&v!,,!)
through those stories
www.flickr.com/photos/conorkeller/7860288604

5. “ W! &r! &" & "p!-#!" addicted to stories. ”
- /! S*'r+*!,,#%$ A%#.&, b+ J'%&*0&% G'**"-0&,,
www.flickr.com/photos/namkeng/3209117837

6. S*'r+*!,,#%$
Storytelling
S*'r+*!,,#%$

7. Ev!r+ br&%) wants
to tell their story
www.flickr.com/photos/kelstew/3658900542

8. “ If +'( -&%’* *!,, #*, you can’t sell it. ”
- P!*!r G(b!r
www.flickr.com/photos/g-ratphotos/3404474275

9. “ R!"(,*" r!p!&*!),+ "0'w" that our attitudes, fears,
hopes, and values are strongly influenced by story. In fact,
fiction seems to be more effective at changing beliefs than
writing that is specifically designed to persuade through
argument and evidence."
E%*!r#%$ 1-*#'%&, w'r,)" radically alters the way
information is processed. ”
- F&"*C'.p&%+, W0+ "*'r+*!,,#%$ #" *0! (,*#.&*! w!&p'%
www.flickr.com/photos/g-ratphotos/3404474275

10. S*'r#!"
as persuasion tools

11. N'* 2("* for messaging but also
an integral part of the design process
www.flickr.com/photos/saucef/7184615025

12. “ S*'r+*!,,#%$ is at the heart of everything ”
- S*!v! L!v#**
www.flickr.com/photos/g-ratphotos/3404474275

13. /!r! #" an element
of magic involved
www.flickr.com/photos/carlosfpardo/6791950592

14. www.flickr.com/photos/declanjewell/2181100986

15. ‘ N'w +'( "!! .!. ’

16. J&v#!r P!r3 via http://the-wonderist.com/2013/11/05/how-to-see-things-with-new-eyes

17. ‘ Now you don’t. ’

18. Q(!!%#! L#&'’" ‘W!%$!%% #% W'%)!r,&%)’ via www.boredpanda.org/wengenn-in-wonderland-sioin-queenie-liao

19. W0&* )' w! w&%* '(r ("!r" *' "!!?
What is the story we want to tell?

20. W0!r! )' w! w&%* to take them?

21. “ H#"*'r#-&,,+, stories have always been igniters
of action, moving people to do things. ”
- P!*!r G(b!r
www.flickr.com/photos/g-ratphotos/3404474275

22. Ev!r+ "*'r+
takes us on a journey
www.flickr.com/photos/photomequickbooth/3966382067

23. S*'r+*!,,#%$ can
provide powerful call to actions
www.flickr.com/photos/piermario/4188959762

24. W0&*
makes for a good story?

25. /! b&"#- structure of a story
A b!$#%%#%$
A .#)),!
/! !%)

26. Dr&.&*(r$+
knowing how to apply & structure
elements to tell a story

27. /r!! act structure
PLOT POINT ONE
inciting
incident
PLOT POINT TWO
mid point
climax
confronts the main
character
tries to solve the problem but
don’t yet have the skills
the dramatic question
is answered
A-* '%!
A-* *w'
A-* *0r!!
Setup
Confrontation
Resolution

28. /r!! act structure - applied to UCD
PLOT POINT ONE
2. S*&r*" *' -'%"#)!r
inciting
incident
confronts the main
character
PLOT POINT TWO
4. M&4!" & )!-#"#'%
mid point
tries to solve the problem but
don’t yet have the skills
1. B!-'.!" &w&r!
3. L''4" 5r*0!r #%*' #*
A-* '%!
A-* *w'
Setup
Confrontation
climax
the dramatic question
is answered
5. T&4!" &-*#'%
/ %' &-*#'%
A-* *0r!!
Resolution

29. I &"4!) .+ )&) for
3 principles around good storytelling
www.flickr.com/photos/perolofforsberg/6691744587

30. 01
Captures the imagination

31. “ If +'( -&% imagine yourself in a situation,
it’s infinitely scarier. ”
- Br&) F&,-0(4
www.flickr.com/photos/g-ratphotos/3404474275

32. U"!r" %!!) to
be able to relate
www.flickr.com/photos/estherase/1292315618

33. W! %!!) *'
understand who they are
www.flickr.com/photos/cannedtuna/4852756417

34. “ I %!!) *' (%)!r"*&%) who has to get what out of
the thing I'm designing and I'm only satisfied a visual
has been executed well once I'm confident it's telling
the right story to the right person in the right way. ”
- S*!v! W0#**#%$*'%
Design Director
Dare
www.flickr.com/photos/g-ratphotos/3404474275

35. 02
The dynamic of the story

36. W0&* &r! *0! !v!%*"
& people that tie it all together
www.flickr.com/photos/erin_ryan/2584551310

37. /! !v!r #.p'r*&%*
red thread
www.flickr.com/photos/pulpolux/3692396234

38. 03
An element of surprise

39. “ I% $!%!r&, there should be a basic idea of where
the story is going, but not for every character. You
don't know who's going to die and who's going to start
becoming more important.
Big picture-wise, there’s a basic idea, but you need
some surprises too. It’s like driving from New York to
LA: you know you’re going to get to LA, but there’s 10
different routes you could take. ”
- Br&) F&,-0(-4
www.flickr.com/photos/g-ratphotos/3404474275

40. I%-,()! an element of
surprise & exploration
www.flickr.com/photos/conorkeller/4028043294

41. L!* users
find their way around your content
www.flickr.com/photos/conorkeller/3879321839

42. C'%"#)!r non-linear
& new forms of storytelling
www.flickr.com/photos/soundslogical/4255801733

43. H'w
do we go about it?

44. I* "*&r*" with this
PLOT POINT ONE
2. S*&r*" *' -'%"#)!r
inciting
incident
confronts the main
character
PLOT POINT TWO
4. M&4!" & )!-#"#'%
mid point
tries to solve the problem but
don’t yet have the skills
1. B!-'.!" &w&r!
3. L''4" 5r*0!r #%*' #*
A-* '%!
A-* *w'
Setup
Confrontation
climax
the dramatic question
is answered
5. T&4!" &-*#'%
/ %' &-*#'%
A-* *0r!!
Resolution

45. Feel good
Delight
I)!%*#f+ key points
PLOT POINT ONE
2. S*&r*" *' -'%"#)!r
inciting
incident
confronts the main
character
PLOT POINT TWO
4. M&4!" & )!-#"#'%
mid point
tries to solve the problem but
don’t yet have the skills
3. L''4" 5r*0!r #%*' #*
A-* '%!
A-* *w'
the dramatic question
is answered
5. T&4!" &-*#'%
/ %' &-*#'%
Hygiene
1. B!-'.!" &w&r!
climax
Setup
Confrontation
A-* *0r!!
Resolution

46. L''4 &* where
you want to delight them
www.flickr.com/photos/31878512@N06/4945216951/in/photostream

47. A%) &,"' where
the biggest barriers may be
www.flickr.com/photos/kruger_otto/5581886586

48. P,&% f'r multiple
entry & exit points
www.flickr.com/photos/danieldslee/6913766642

49. I)!%*#f+ content, functional & interaction
elements to addresses the needs
www.flickr.com/photos/angietorres/4564135455

50. E%"(r! there is
a good balance
www.flickr.com/photos/17207222@N02/5601758478

51. Feel good
Delight
N'* appropriate, or realistic
PLOT POINT ONE
2. S*&r*" *' -'%"#)!r
confronts the main
character
Hygiene
1. B!-'.!" &w&r!
PLOT POINT TWO
4. M&4!" & )!-#"#'%
mid point
tries to solve the problem but
don’t yet have the skills
3. L''4" 5r*0!r #%*' #*
climax
the dramatic question
is answered
5. T&4!" &-*#'%
/ %' &-*#'%
inciting
incident
A-* '%!
Setup
A-* *w'
Confrontation
A-* *0r!!
Resolution

52. W! -&%%'* be at
the top all the time
www.flickr.com/photos/alexnormand/5992512756

53. Feel good
Delight
M'r! realistic
PLOT POINT ONE
2. S*&r*" *' -'%"#)!r
inciting
incident
confronts the main
character
PLOT POINT TWO
4. M&4!" & )!-#"#'%
mid point
tries to solve the problem but
don’t yet have the skills
3. L''4" 5r*0!r #%*' #*
A-* '%!
A-* *w'
the dramatic question
is answered
5. T&4!" &-*#'%
/ %' &-*#'%
Hygiene
1. B!-'.!" &w&r!
climax
Setup
Confrontation
A-* *0r!!
Resolution

54. D!,#v!r#%$
the right content at the right time

55. W! %!!) to know:
W0&* w! w&%* to say
W0&* w! w&%* our users to do

56. U"!r"
are different
www.robotshop.com/blog/where-is-wall-e-1391

57. I)!%*#f+
content & functionality for each main user

58. L''4 &* how to tailor views based on
who the user is & their behaviour
www.flickr.com/photos/soundslogical/4255801733

59. C'%*6*
& prior knowledge plays a key role

60. T&#,'r messaging
& tone of voice
www.flickr.com/photos/pgoyette/168076182

61. C'%"#)!r location
& cultural differences
www.flickr.com/photos/scary_mary/5700384580

62. “ V#"#* #%*!%* is likely to vary between these two
segments. For example, new visitors are less likely to
trust your brand and understand the key benefits to
shopping with you. ”
- E-'%"(,*&%-+
www.flickr.com/photos/g-ratphotos/3404474275

63. M&4! ("! 'f different ways
to capture & engage the user
www.flickr.com/photos/snugglepup/5225953124

64. T!,, & continuos story
with delights along the way
www.maxfactor.co.uk

65. C'%"#)!r & &)&p*
your message across touch points

66. E%"(r! *0! .!""&$!
is considered & delivered across devices
www.flickr.com/photos/visualpunch/7351572896

67. “ C'%*!%* %!!)" *' b! -0'r!'$r&p0!) to
ensure the intended message is preserved on any
device and at any width “
- Tr!%* W&,*'%
www.thismanslife.co.uk/projects/lab/responsivewireframes/#desktop/

68. “ A $'') p#!-! 'f UX has a narrative and clearly
tells a story, or at least part of a story on a particular
journey. As a designer - everything I do and make is
communicating something to someone. ”
- S*!v! W0#**#%$*'%
Design Director
Dare
www.flickr.com/photos/g-ratphotos/3404474275

69. W0'!v!r our work is for,
we always need to sell it
www.flickr.com/photos/jox1989/5143301136

70. I* &,, "*&r* w#*0
Once upon a time...
www.flickr.com/photos/snugglepup/3317051065

71. Or maybe
O%-! (p'% & )!"#$%...
www.flickr.com/photos/snugglepup/3317051065

72. A%+ questions?
www.flickr.com/photos/perolofforsberg/6691744587

73. /&%4 +'(
@annadahlstrom | anna.dahlstrom@gmail.com
www.annadahlstrom.com
www.flickr.com/photos/katerha/8435321969