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Storytelling for product design UXindia2017

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How to Become a Better Product Storyteller - a 4 hrs Workshop

Client presentations, or feedback sessions with a working team, are essential for your design work. If you don’t sell it, it will never exist. Product and UX designer are people that need the ability to communicate through great stories, since they are responsible to traverse the users throughout the product journey. Therefore, storytelling is an important tool to have in your belt as a UX person, regardless of your role.

Three key takeaways
Learn what makes a good story.
Understand 3 key elements that make an irresistible user story.
Shift your approach from explaining a feature, to instil an idea or vision into a product story that can scale to deliver the big idea, and inspire action, regardless of audience or objective.

Published in: Design
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Storytelling for product design UXindia2017

  1. 1. Storytelling
 for product design Mario Van der Meulen Valerie Oon • • Principal Designer Consultant A Foolproof Singapore workshop UXIndia 2017 • November 2017
  2. 2. why, hello! UXIndia 2017 • November 2017 • Storytelling for Product Design
  3. 3. in the next few hours… the mindset the practice the problem UXIndia 2017 • November 2017 • Storytelling for Product Design
  4. 4. you, at the end 
 of this workshop story UXIndia 2017 • November 2017 • Storytelling for Product Design (promise!)
  5. 5. we work 
 at an experience design agency awesome UXIndia 2017 • November 2017 • Storytelling for Product Design foolproof.co.uk
 foolproof.com.sg
 @Foolproof_UX
  6. 6. above all, 
 we are storytellers UXIndia 2017 • November 2017 • Storytelling for Product Design
  7. 7. the success of our work 
 often depends 
 on our skills as storytellers UXIndia 2017 • November 2017 • Storytelling for Product Design key insight -
  8. 8. the key metric of success in storytelling, is your audience’s ability to repeat it UXIndia 2017 • November 2017 • Storytelling for Product Design key learning -
  9. 9. we’re here to help! Fear not - UXIndia 2017 • November 2017 • Storytelling for Product Design
  10. 10. building better stories How to get awesome at - UXIndia 2017 • November 2017 • Storytelling for Product Design
  11. 11. every memorable story has a structure UXIndia 2017 • November 2017 • Storytelling for Product Design learning -
  12. 12. it’s called a ‘story arc’ UXIndia 2017 • November 2017 • Storytelling for Product Design
  13. 13. a story arc uses three components the character
 the context
 the conflict UXIndia 2017 • November 2017 • Storytelling for Product Design
  14. 14. story arc UXIndia 2017 • November 2017 • Storytelling for Product Design intro increasingly 
 rising action conflict rapidly defused tension resolution climax!
  15. 15. story arc Once upon a time there was… every day, … one day … because of that, … because of that, … until finally … rule 4 of Pixar’s 22 rules of story UXIndia 2017 • November 2017 • Storytelling for Product Design recap -
  16. 16. how and when 
 do we use story in UX? question - UXIndia 2017 • November 2017 • Storytelling for Product Design
  17. 17. user story user scenario in general - UXIndia 2017 • November 2017 • Storytelling for Product Design
  18. 18. “At its core, 
 a user story describes something that the user wants to accomplish by using the software product” UXbooth.com - UXIndia 2017 • November 2017 • Storytelling for Product Design
  19. 19. “A user scenario is the fictitious story of a user, accomplishing an action or goal via a product” interaction-design.org - UXIndia 2017 • November 2017 • Storytelling for Product Design
  20. 20. “As a (role) I want (something) so that (benefit)” persona task, action goal, objective both use this as a framework - UXIndia 2017 • November 2017 • Storytelling for Product Design
  21. 21. As a… I want… so that… …facilitator …add new events …I can grow my business in general - UXIndia 2017 • November 2017 • Storytelling for Product Design
  22. 22. As a… I want… so that… …facilitator …add new events …I can grow my business in general - a persona! …facilitator UXIndia 2017 • November 2017 • Storytelling for Product Design
  23. 23. As a… I want… so that… …facilitator …add new events …I can grow my business in general - a task! …add new events UXIndia 2017 • November 2017 • Storytelling for Product Design
  24. 24. As a… I want… so that… …facilitator …add new events …I can grow my business in general - a goal! …I can grow my business UXIndia 2017 • November 2017 • Storytelling for Product Design
  25. 25. job done? add event UXIndia 2017 • November 2017 • Storytelling for Product Design
  26. 26. too often, a user story will focus only on the how and 
 the what of a product the problem - UXIndia 2017 • November 2017 • Storytelling for Product Design
  27. 27. now, what if… UXIndia 2017 • November 2017 • Storytelling for Product Design
  28. 28. As a… I want… so that… …coordinator …add new events …I can grow my business Valerie, to plan a new workshop event my participants can 
 become so good at storytelling, 
 their work and careers will take off! UXIndia 2017 • November 2017 • Storytelling for Product Design
  29. 29. …coordinator …add new events …I can grow my business As a… I want… so that… Valerie, to plan a new workshop event Understand who Valerie is, how she works, feels, thinks. 
 We want to feel empathy for Valerie. my participants can 
 become so good at storytelling, 
 their work and careers will take off! UXIndia 2017 • November 2017 • Storytelling for Product Design
  30. 30. …coordinator …add new events …I can grow my business As a… I want… so that… Valerie, to plan a new workshop event Describes Valerie’s intent, not the feature
 she uses. What is Valerie’s quest? What is the Why? Describing a UI part here means you are missing the story! my participants can 
 become so good at storytelling, 
 their work and careers will take off! UXIndia 2017 • November 2017 • Storytelling for Product Design
  31. 31. …coordinator …add new events …I can grow my business As a… I want… so that… Valerie, to plan a new workshop event What is Valerie’s immediate desire? Is there a big problem that needs solving? What kind of benefit or purpose can we achieve here? my participants can 
 become so good at storytelling, 
 their work and careers will take off! UXIndia 2017 • November 2017 • Storytelling for Product Design
  32. 32. As a… I want… so that… …coordinator …add new events …I can grow my business Valerie, to plan a new workshop event my participants can 
 become so good at storytelling, 
 their work and careers will take off! a character
 a context
 a conflict UXIndia 2017 • November 2017 • Storytelling for Product Design
  33. 33. suddenly, this sounds a lot more promising! UXIndia 2017 • November 2017 • Storytelling for Product Design
  34. 34. a character a context a conflict UXIndia 2017 • November 2017 • Storytelling for Product Design
  35. 35. understand your persona
 from inside out, 
 and outside in what he or she feels,
 thinks, and sees how he or she is seen
 and perceived by others
 (including yourself) what you want to get out of defining a Character UXIndia 2017 • November 2017 • Storytelling for Product Design
  36. 36. how does the product
 or service fit within
 their daily lives? where and how does your character 
access your app/site?
At work, at home, or perhaps in a coffee shop? what is going through 
 your character’s mind? UXIndia 2017 • November 2017 • Storytelling for Product Design what you want to get out of defining a Context
  37. 37. how are the uncertainties,
 or other issues, 
 felt and experienced 
 by your character? put yourself in their shoes
 imagine what they went through UXIndia 2017 • November 2017 • Storytelling for Product Design what you want to get out of defining a Conflict
  38. 38. - descriptive: write down what you observe - Inferential: use inference to describe observations
 (e.g. “because of xx and yy, 
 anything zz will be a frustration”) - Evaluative: form a statement from the inference
 and observed behaviour (e.g. “character will
 have a positive relationship with xx”) note taking tips UXIndia 2017 • November 2017 • Storytelling for Product Design
  39. 39. synthesis let’s develop the story components UXIndia 2017 • November 2017 • Storytelling for Product Design
  40. 40. - establish character and key scenes - write out the motivations and concerns - overlay these with emotions, actions, thoughts key activities in the synthesis of Character can we feel the empathy 
 for your character? UXIndia 2017 • November 2017 • Storytelling for Product Design
  41. 41. - re-establish character and their key scenes 
 in their daily lives - write out the ‘aha’ moments - think about the character’s purpose and influences 
 and how this can inspire or engage key activities in the synthesis of Context is it clear and concise? UXIndia 2017 • November 2017 • Storytelling for Product Design
  42. 42. - see this with the eyes and mind 
 of your character - write out the ‘oh-no’ moments - consider the use of anecdote and reflection key activities in the synthesis of Conflict did you capture and clarify 
 what you are trying 
 to solve or inspire? UXIndia 2017 • November 2017 • Storytelling for Product Design
  43. 43. remember,
 stories need to deliver a big idea an inspiration a key message … UXIndia 2017 • November 2017 • Storytelling for Product Design
  44. 44. stories need to be compelling
 and memorable 
 to your audience a co-worker
 a client and their bosses a groups of teams a conference audience
 … UXIndia 2017 • November 2017 • Storytelling for Product Design
  45. 45. memorable stories
 use a plot a beginning overcoming obstacles resolution the new normal UXIndia 2017 • November 2017 • Storytelling for Product Design
  46. 46. “make me believe your tensions, and I will commit to 
 your resolution” key insight - UXIndia 2017 • November 2017 • Storytelling for Product Design
  47. 47. I want to tell a story about… to… so that I/they can… UXIndia 2017 • November 2017 • Storytelling for Product Design foundational framework to adapt your story 
 to both audience and objective [theme] [audience] [action]
  48. 48. stories are a method 
 of building a shared 
 understanding and
 empathy , and not 
 merely an outcome UXIndia 2017 • November 2017 • Storytelling for Product Design Main take-away
  49. 49. storytelling will open
 up user stories
 to more possibilities UXIndia 2017 • November 2017 • Storytelling for Product Design Main take-away
  50. 50. with a balance of
 empathy and 
 responsibility,
 innovation will be
 meaningful UXIndia 2017 • November 2017 • Storytelling for Product Design Main take-away
  51. 51. why does 
 story matter? the theory part UXIndia 2017 • November 2017 • Storytelling for Product Design
  52. 52. it all boils down to this UXIndia 2017 • November 2017 • Storytelling for Product Design
  53. 53. we feel faster
 than we think UXIndia 2017 • November 2017 • Storytelling for Product Design
  54. 54. facts vs fiction - 
 a neuroscience view UXIndia 2017 • November 2017 • Storytelling for Product Design
  55. 55. your brain’s response UXIndia 2017 • November 2017 • Storytelling for Product Design to facts
  56. 56. your brain’s response UXIndia 2017 • November 2017 • Storytelling for Product Design to facts to fiction
  57. 57. it is called
 neural coupling and mirroring UXIndia 2017 • November 2017 • Storytelling for Product Design
  58. 58. we know this better as
 empathy UXIndia 2017 • November 2017 • Storytelling for Product Design
  59. 59. far too often, a user story
 will focus on executing only UXIndia 2017 • November 2017 • Storytelling for Product Design
  60. 60. product opportunity and 
 value proposition are lost UXIndia 2017 • November 2017 • Storytelling for Product Design
  61. 61. what are the signs 
 that the story is weak or missing? UXIndia 2017 • November 2017 • Storytelling for Product Design
  62. 62. symptoms of a missing or weak story PRODUCT - Scope creep - Extended timeline - Over budget - Scope reduction TEAMS - Feature focussed - Burn out - Declining passion - Growing frustration USERS - Confused - Slow/hard to adopt - No adoption - No word of mouth UXIndia 2017 • November 2017 • Storytelling for Product Design
  63. 63. make the story matter always UXIndia 2017 • November 2017 • Storytelling for Product Design key insight -
  64. 64. supplement user stories with a story arc, so that these can inform more than just the utility UXIndia 2017 • November 2017 • Storytelling for Product Design key insight -
  65. 65. WHY WHAT HOW story/problem solution Product Development Timeline UXIndia 2017 • November 2017 • Storytelling for Product Design
  66. 66. story/problem solution Product Development Timeline UXIndia 2017 • November 2017 • Storytelling for Product Design WHAT HOWWHY
  67. 67. principles for designing 
 experience in a story - personas are characters- Journey mapping is a plot arc- stakeholder engagement is performance
- we are all each other’s audience UXIndia 2017 • November 2017 • Storytelling for Product Design key learning -
  68. 68. Mario Van der Meulen thank you! Valerie Oon • • Principal Designer Consultant Foolproof Singapore

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