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STORY ENGINE	


GLOBAL SERVICE JAM TAMPERE 2014

STORY BASED SERVICE DESIGN FOR BETTER
CUSTOMER EXPERIENCES?
Anne Kalliomä...
STORY TURNS A SERVICE INTO AN EXPERIENCE
er b y
ed h er ca re
A n n e st a rt
st ri p s to
m ic
).
re a d in g co
st y (a ...
STORY IS LIKE A RED THREAD

	


	

BEGIN, MIDDLE, END 	

STORYLINE TO FOLLOW
STORY IN CUSTOMER´S PATH 	


It	
  is	
  important	
  to	
  bind	
  the	
  various	
  elements	
  of	
  
the	
  product	
 ...
WHAT IF SERVICE EXPERIENCE WAS A JAM?

	


	


WHAT KIND OF JAM WOULD IT BE? 	

	

A BLUEBERRY?	

STRAWBERRY? 	

JAM WITH ...
USE DRAMA STRUCTURE

	


	


Picture from: http://elokuvantaju.uiah.fi/english/english.jsp
STORY TREE – ROOTS

	


	


ASK THE QUESTION WHY?
CUSTOMER AND SERVICES/PRODUCTS

	


	


TRUNK OF THE TREE CUSTOMER	

BESIDE CUSTOMER PRODUCTS AND SERVICES
BRANCHES – STORY ELEMENTS

	


DO TO MIND MAP!	

USE HEARTSTORM NOT SO MUCH
BRAINSTORM! 	

(Rolf Jensen ”Heartstorm”) 	

	...
STORY IDENTITY - MANUAL
CORE STORY	

CHARACTERS 	


BASIC GUIDELINES FOR
STORY DESIGN	


MAIN MESSAGE	


TIME FRAME	


MAI...
CUSTOMER´S JOURNEY AS A STORY
STORY MAKES A FEELING & MEANING

Check out also my pecha kucha at: 	

http://www.slideshare.net/tarinakone/
tarinakones-an...
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Global service jam 2014 tampere finland tarinakone story design on dramatic storytelling and service design

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Tarinakone´s Anne Kalliomäki´s presentation material on dramatic storytelling and service design: story based service design. Material from Global Service Jam 2014 Tampere Finland.

Published in: Design
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Global service jam 2014 tampere finland tarinakone story design on dramatic storytelling and service design

  1. 1. STORY ENGINE GLOBAL SERVICE JAM TAMPERE 2014 STORY BASED SERVICE DESIGN FOR BETTER CUSTOMER EXPERIENCES? Anne Kalliomäki - www.tarinakone.fi/en
  2. 2. STORY TURNS A SERVICE INTO AN EXPERIENCE er b y ed h er ca re A n n e st a rt st ri p s to m ic ). re a d in g co st y (a ge d 6 g ie s in th e p ig Anne is Tarinakone! a c r e a te d o o l A n n e n c e , to h ig h s c h a In rm . la r p e r fo s p e c ta c u b o u g h t a h e r r in g ence. ic h s h e wh 10 p in g c o s t The herr ). Ann e stu died aud iovi sua l ( a g e d 17 mar ket ing and tur ned into a . bus ine ss gra dua te (ag ed 20) Anne invent ed enchan ting stories from the town names on road signs (aged 9). to detour took a ! A n n e s t u d ie d s o m e Oops e h e lp d and E n g la n it in g , w it h t h 4 ) . wr ed 2 s c r ip t ar y (ag d ic t io n of a ki and t to H e ls in A n n e w e n s e r io u s T V, lo n g e made som s , fo r Y L E s h o r t f il m 3 , S u b T V and 2, MT V T V1 and known as V 4 (a ls o and T s ”) . n in g Ye a r “T h e L e a r An ne ha d ma de sp ee dy pr og re ss, bu t th e sp ar k for tel lin g sto rie s co mp ell ed he r to mo ve on (a ge d 29 ). Anne en tered th e depth of the o s ld F in la yson co fa c t o r y, tton and eme rg fo u r y e a rs as a m ed af ter produce e d ia r ( a ge d 26). Anne left the lights of Helsinki, went to the forest but ended up in Jyväskylä (aged 30). r media rted he nne sta LE TV2, A at Y career he clapper & . pped t cla ged 21) offee (a made c Ann e of Jy got into hott väskylä the Uni v e t crea st phen o resea ersity ome r tive na in ch the writ ing ( aged 31). co up le of A nn e re ad a on e of w hi ch bo ok s, nc e w as ”E xp er ie W or k Is Ec on om y Ev er y Th ea tr e an d a St ag e” . B us in es s Is Anne found the red thread and decided to storify services into experiences. It was the year 2008 (aged 32). Now Anne is Tarinakone: a story designer and trainer. If you want to give your clients experiences with emotion, Anne is your story partner. THE END IS ALWAYS A NEW BEGINNING. SO, WOULD YOU LIKE TO HAVE A ONCE UPON A TIME...?
  3. 3. STORY IS LIKE A RED THREAD BEGIN, MIDDLE, END STORYLINE TO FOLLOW
  4. 4. STORY IN CUSTOMER´S PATH It  is  important  to  bind  the  various  elements  of   the  product  into  a  coherent  story  to  make  the   experience  catching  and  a9rac:ve.          At  its  simplest,  the  use  of  a  story  helps  in   jus:fying  to  the  client  what  is  done  and  in  which   order.     LEO: www.leofinland.fi
  5. 5. WHAT IF SERVICE EXPERIENCE WAS A JAM? WHAT KIND OF JAM WOULD IT BE? A BLUEBERRY? STRAWBERRY? JAM WITH HONEY? JAM WITH SALMIAKKI/SALTY LIQUORICE?
  6. 6. USE DRAMA STRUCTURE Picture from: http://elokuvantaju.uiah.fi/english/english.jsp
  7. 7. STORY TREE – ROOTS ASK THE QUESTION WHY?
  8. 8. CUSTOMER AND SERVICES/PRODUCTS TRUNK OF THE TREE CUSTOMER BESIDE CUSTOMER PRODUCTS AND SERVICES
  9. 9. BRANCHES – STORY ELEMENTS DO TO MIND MAP! USE HEARTSTORM NOT SO MUCH BRAINSTORM! (Rolf Jensen ”Heartstorm”)
  10. 10. STORY IDENTITY - MANUAL CORE STORY CHARACTERS BASIC GUIDELINES FOR STORY DESIGN MAIN MESSAGE TIME FRAME MAIN THEMES
  11. 11. CUSTOMER´S JOURNEY AS A STORY
  12. 12. STORY MAKES A FEELING & MEANING Check out also my pecha kucha at: http://www.slideshare.net/tarinakone/ tarinakones-anne-kalliomki-pechakucha-aboutstory-based-service-design-storificationfinland-2013
  13. 13. 13/20 20 17 10 11 12 13 14 15 16 18 19 4 7 9 0 1 2 3 5 6 8 STORY DESIGN LEADS TO SUCCESS MORE INFO FROM WWW.TARINAKONE.FI/EN anne@tarinakone.fi

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