Tell Me What You Do: How Storytelling Makes You a Better Designer
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As design asks for a larger seat at the table and works to foster a culture of customer-centered design-thinking, we must better communicate our process and value to others who don't understand this mysterious power of UX. Storytelling is a great way to do that. Despite the fact that we talk a lot about story in UX, we have trouble putting it into practice, especially our own stories. This talk recasts our design process as story, making it more impactful and relatable to others. We discuss the uses of story in UX, provide a visual map of the UX story framework (UXStoryWheel), and demonstrate a few simple story patterns.
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Tell Me What You Do: How Storytelling Makes You a Better Designer
- 1. TELL ME WHAT YOU DO How Storytelling Makes You โจ a Better Designer MARY WHARMBY UX Design Director, Spring Studio @marywharmby | #uxstorywheel Presented to UXPA 2015 San Diego, CA
- 2. THE SET-UP AKA The Hook ACT I
- 7. RULE OF THE ROAD #1 People will hear a story whether you tell it or not. Tell the story you want people to hear #uxstorywheel
- 10. 2. Trigger/ Call to Action THE HEROโS โจ JOURNEY 3. Gaining Awareness 1. Before State 6. Return Changed 5. Ultimate Test 4. Tests & Failures Abyss Death & Rebirth
- 12. RULE OF THE ROAD #2 Building on Campbellโs Heroโs Journey makes our UX stories more impactful and relatable to others. #uxstorywheel
- 13. ACT II THE UXerโs โจ JOURNEY UX Story Wheel
- 14. UX Story Wheel
- 21. RULE OF THE ROAD #3 The UXerโs Journey means simultaneously keeping a foot in both the user story AND the project story. #uxstorywheel
- 23. 1 3 UX Story Wheel User World Project World Measure Results Understand the Problem 2Design Intervention Build a Solution
- 24. UX Story Wheel User World Project World Hear the userโs story Tell the userโs story Envision a โจ new userโs story 3 1 Understand the Problem 2Design Intervention
- 25. UX Story Wheel Tell the โจ user a โจ new story Build a new experience User World Project World 1 Build a Solution 2 3 Design Intervention
- 26. UX Story Wheel User World Get a reaction Learn the right lessons Project World 3 Measure Results 2 1 Design Intervention
- 27. RULE OF THE ROAD #4 Your design PROCESS is your UX story PLOT. #uxstorywheel
- 31. Personasโจ Journey Maps Flows Analytics UX Story Wheel User World You Project World 1 3 2 Wireframes Prototypes & Product IA
- 32. Personasโจ Journey Maps Flows IA Wireframes Prototypes & Product Analytics UX Story Wheel User World Project World 1 3 2 You
- 34. User UX Story Wheel Current Journey User Goals & Needs Opportunities Personas & Journey Maps Project World Bridge Design Artifact You Product Vision Business Needs Roadmap / Next Steps User World
- 35. User UX Story Wheel Product Vision Business Needs Roadmap / Next Steps Project World Bridge Design Artifact You Personas & Journey Maps Current Journey User Goals & Needs Opportunities User World
- 36. Ground each artifact story in BOTH the user and project stories. RULE OF THE ROAD #5 #uxstorywheel
- 37. ACT III THE UX-FILES Tell Me What You Do
- 38. UX Story Wheel 3 Story Patterns Buddyโจ Story Lessons โจ Story Detective โจ Story Project World User World 1 2 3
- 40. PHASEAUDIENCEGOAL Your Team Other Teams Stakeholders Detective Story Understand the Problem Empathize with User Give Meaning to Info Set Common Vision Buddy Story Build a Solution Your Team Other Teams Stakeholders Lessons 1 2 3 Measure Results Your Team Stakeholders Other Teams Foster Teamwork Motivate Remember Vision Understand Re๏ฌect Set New Vision
- 41. The Case of the User and the ATM Detective Story Pattern
- 42. UX Story Wheel Project World User World Other Teams Stakeholders UX Users Understand the Problem 1 Detective Story Set-Up
- 43. UX Story Wheel Project World Trigger Hypothesize & Plan Investigate Stakeholders What, how, why? Hmmโฆ UX Detective Story Act I - Question User World
- 44. UX Story Wheel Hypothesize & Plan Investigate Follow Leads Setbacks & Pivots UX Doh! Detective Story Act II - Investigation Project World User World
- 45. UX Story Wheel Hypothesize & Plan Investigate Follow Leads Setbacks & Pivots Aha! Eureka Moment! UX Detective Story Act II - Investigation Project World User World
- 46. UX Story Wheel Findings Brief UX Detective Story Act III - Big Reveal Project World User World
- 47. UX Story Wheel Findings Brief UX Detective Story Epilogue - Outcome Project World User World Other Teams Yay! Stakeholders Onward!
- 48. Detective Story Pattern UX Story Wheel Question Investigation Big Reveal Outcome Trigger/ Awareness Tests & Failures Epic Struggle Return Changed
- 49. Detective Story Bridge UX Story Wheel Other Teams Stakeholders Project World User World UX Findings Brief User
- 50. RULE OF THE ROAD #6 Keep it human (centered). โจ The more personal a story, the more universally relatable. #uxstorywheel
- 51. RULE OF THE ROAD #7 Baby, donโt fear the pivotsโฆ โจ Setbacks and false leads make for moments of truth and triumph. Acknowledge them. #uxstorywheel
- 53. Detective Story Understand the Problem Buddy Story Build a Solution Your Team Other Teams Stakeholders Lessons 1 2 3 Measure Results Your Team Stakeholders Other Teams Empathize with User Give Meaning to Info Set Common Vision Foster Teamwork Motivate Remember Vision Understand Re๏ฌect Set New Vision Your Team Other Teams Stakeholders PHASEAUDIENCEGOAL
- 54. Oceans of Change Orders Buddy Story Pattern
- 55. UX Story Wheel Project World User World UX Other Vendors Our Team Client StakeholdersBuild a Solution 2 Buddy Story Set-Up
- 56. UX Story Wheel Project World User World Buddy Story Act I - Unlikely Team Finish Line Our Team Other Vendors
- 57. UX Story Wheel Project World User World Buddy Story Act II - Petty Rivalry Finish Line Our Team Other Vendors Petty Con๏ฌict Them! Us!
- 58. UX Story Wheel Project World User World Buddy Story Act III - Bigger Adversary Finish Line Our Team Other Vendors Yikes! Ah-oh! Acts of God & Man
- 59. UX Story Wheel Project World User World Buddy Story Epilogue - Super Team Finish Line Our Team Other Vendors User Hand-Offs Insight Hand-OffHero! Hero! Onward!
- 60. Buddy Story Pattern UX Story Wheel Unlikely Team Petty โจ Rivalry Bigger Adversary Super โจ Team Trigger/ Awareness Tests & Failures Epic Struggle Return Changed
- 62. UX Story Wheel Buddy Story Bridge Wireframes Persona I love that! Persona Nice! Persona Thatโs just what I need!
- 63. RULE OF THE ROAD #8 Everyone is on a heroโs journey. Recognize the other characters in your stories. #uxstorywheel
- 64. RULE OF THE ROAD #9 Innovation is a risky adventure. โจ The outcome is unknown. Acknowledge risk in your stories. #uxstorywheel
- 66. Detective Story Understand the Problem Buddy Story Build a Solution Your Team Other Teams Stakeholders Lessons Story 1 2 3 Measure Results Your Team Stakeholders Other Teams Empathize with User Give Meaning to Info Set Common Vision Foster Teamwork Motivate Remember Vision Understand Re๏ฌect Set New Vision Your Team Other Teams Stakeholders PHASEAUDIENCEGOAL
- 67. And, We Did It Our Wayโฆ Lessons Story Pattern
- 68. UX Story Wheel User World Project World 1 2 Measure Results Understand the Problem Lessons Story Set-Up Build a Solution 3 Engineering Team Founders UX Caw!
- 69. UX Story Wheel Project World User World 1 Lessons Story Act I - Before State ? ? Engineering Team Founders UX ?
- 70. UX Story Wheel Project World User World Build a Solution Tell the โจ user a โจ new story Build a new experience 2 Lessons Story Act II - Design Intervention Engineering Team Founders Design Intervention meUX
- 71. UX Story Wheel Project World User World Lessons Story Act III - Product Release Founders 3 Measure Results meUX Engineering Team ?
- 72. UX Story Wheel Project World User World Lessons Story Epilogue - After State Founders 3 Measure Results meUX ? ? ? Engineering Team
- 73. Lessons Story Pattern UX Story Wheel Trigger/ Awareness Tests & Failures Epic Struggle Return Changed Beforeโจ State Design Intervention Product Release After โจ State
- 74. UX Story Wheel Lessons Story Bridge Analytics Bottom Line Usage Stats Bottom Line
- 75. UX Story Wheel Im user Insight โจ & Meaning Big Idea Wow! Lessons Story Bridge Next StepsAnalytics
- 76. RULE OF THE ROAD #10 Take the entire UX Story Wheel into account when forming lessons. #uxstorywheel
- 77. RULE OF THE ROAD #11 Establish the user as a key character early. โจ It only gets harder. #uxstorywheel
- 79. RULE OF THE ROAD #12 Donโt forget your own story. โจ Tell people what YOUR UXerโs Journey looks like. #uxstorywheel
- 80. UX! Oh, I get itโฆ Wow! Cool.
- 81. 150 SPEAR ST, STE. 1500 SF, CA 94105 415.339.1979 | www.springstudio.com | @SpringUX THANK YOU MARY WHARMBY | @marywharmby
- 82. Make your own โจ UX Story Wheel at home โจ with our EZ printable template! โจ Follow: โจ @marywharmby or #uxstorywheel โจ for details. COMING SOON
- 83. 1. People will hear a story whether you tell it or not. Tell the story you want people to hear. 2. Building on Campbellโs Heroโs Journey makes our UX stories more impactful and relatable to others. 3. The UXerโs Journey means simultaneously keeping a foot in both the user story AND the project story. 4. Your design PROCESS is your UX Journey PLOT. 5. Ground each artifact story in BOTH the user and project stories. 6. Baby, donโt fear the pivotsโฆ Setbacks and false leads make for moments of truth and triumph. Acknowledge them. #uxstorywheel RULES OF THE ROAD
- 84. 7. Keep it human (centered). The more personal a story, the more universally relatable. 8. Everyone is on a heroโs journey. Recognize the other characters in your stories. 9. Innovation is a risky adventure. The outcome is unknown. Acknowledge risk in your stories. 10. Take the entire UX Story Wheel into account when forming lessons. 11. Establish the user as a key character early. It only gets harder. 12. Donโt forget your own story. Tell people what YOUR UXerโs Journey looks like. #uxstorywheel RULES OF THE ROAD
- 85. INSPIRATION & REFERENCES Characters, Emotion & Viewpoint, Nancy Kress, 2005, Writerโs Digest Books Customer Journey Mapping, 2012, Chris Risdon & Todd Wilkens (for their brilliant Indiana Jones analogy) Five Indispensable Skills for UX Mastery, Jared Spool, 2010, User Interface Engineering Plot & Structure, James Scott Bell, 2004, Writerโs Digest Books The Power of Myth, Joseph Campbell with Bill Moyers, 1988, Doubleday Resonate: Present Visual Stories that Transform Audiences, Nancy Duarte, 2010, John Wiley & Sons, Inc. Story, Robert McKee, 1997, Harper Collins Storytelling for User Experience, Whitney Quesenbery & Kevin Brooks, 2010, Rosenfeld Media UX Portfolios: How to tell your story, Patrick Neeman & Troy Parke, 2010, Slideshare Special thanks to my very patient colleagues at Spring Studio and Sketchnote Mornings for their helpful feedback. This talk was informed and in๏ฌuenced by the work of many others, most notably:
- 86. Story Circle: https://๏ฌic.kr/p/aW3w1g Bar: https://๏ฌic.kr/p/5jUQtq Of๏ฌce: https://๏ฌic.kr/p/5aPvcH Cave Painting: https://๏ฌic.kr/p/d9jBg Joseph Campbell: http://www.starwars.wikia.com Star Wars: www.cinemablend.com Wizard of Oz: http://www.fanpop.com/clubs/the-wizard-of-oz/images/2028395/title/wizard-oz-caps-screencap Rocky: http://oppositelock.kinja.com/were-watching-rocky-in-๏ฌlm-studies-tomorrow-1444676988 Its a Wonderful Life: http://en.wikipedia.org/wiki/It's_a_Wonderful_Life Avatar: http://en.wikipedia.org/wiki/Avatar_(2009_๏ฌlm) Indiana Jones (jungle): http://io9.com/why-archeologists-hate-indiana-jones-1636800753 Indiana Jones (classroom): http://www.themarysue.com/indiana-jones-mystery-solved/ Indiana Jones (artifact): galleryhip.com Sherlock Holmes: http://romeodistrictlibrary.org/?attachment_id=4056 Oceanโs 11: http://www.zecatalist.com/columns/retro-review-oceans-11/ Mrs Doubt๏ฌre: http://abc7.com/archive/9507229/ PHOTOS