Using Storytelling to Create Experiences that Convert - Conversion Elite, London 06 Jun 2018

@annadahlstromhttps://www.flickr.com/photos/129843989@N07/34422951152/
Using Storytelling to  
Create Experiences that Convert
by Anna Dahlström | @annadahlstrom @uxfika
Conversion Elite, June 06 2018

“ We are as a species addicted to stories. ”
- The Storytelling Animal by Jonathan Gottschall 
www.flickr.com/photos/namkeng/3209117837 @annadahlstrom

www.flickr.com/photos/criminalintent/8403445117/
In all good stories  
there’s a bit of magic
@annadahlstrom

Every story  
takes us on a journey
Image via Shutterstock @annadahlstrom

www.flickr.com/photos/g-ratphotos/3404474275
“ Historically, stories have always been igniters  
of action, moving people to do things. ”
- Peter Guber 
@annadahlstrom

Stories have the ability to motivate,
change & create connections
https://www.flickr.com/photos/kwl/4116389731/ @annadahlstrom

“ Results repeatedly shows 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."
Entering ﬁctional worlds radically alters the way information is
processed. ”
- FastCompany, Why storytelling is the ultimate weapon
@annadahlstrom

Storytelling  how to connect emotion with action
@annadahlstrom

@annadahlstrom
Storytelling  how to connect emotion with action
Understand
the problem space
Deliver
the experience
Analyse
the outcome

@annadahlstrom
www.flickr.com/photos/katerha/8435321969
“ Emotional storytelling, the kind that tugs on your heartstrings,  
is 31% more effective than any other type of marketing .”
- Sumer

Who? What? Why? How? Why?
@annadahlstrom

“ Experiences matter. Experiences are journeys. Journeys are designed. ”
- Strategy + business 
@annadahlstrom

Storytelling helps  
us with the context
www.flickr.com/photos/22309110@N03/35090792306/ @annadahlstrom

Image via Shutterstock
“ The whole of a story is that  
which have a beginning, a middle  
and an end ”
- Aristotle
@annadahlstrom

7 principles  of good storytelling
@annadahlstromhttps://www.flickr.com/photos/aaronrhawkins/36186328994/

1. Plot
2. Character
3. Idea
4. Speech
5. Chorus
6. Decor 7. Spectacle

1. Plot
2. Character 6. Decor

Dramaturgy  knowing how to apply & structure
elements to tell a story
@annadahlstrom

Act three 
Three act structure
Act one 
Setup Resolution
Act two 
Confrontation
inciting
incident mid point climax
confronts the main
character
tries to solve the problem but
don’t yet have the skills
the dramatic question is
answered
PLOT POINT ONE PLOT POINT TWO
@annadahlstrom

Source: http://www.openculture.com/2014/02/kurt-vonnegut-masters-thesis-rejected-by-u-chicago.html @annadahlstrom

Post..PurchaseConsiderationAwareness
The structure of a typical purchase journey
Setup ResolutionConfrontation
inciting
incident mid point climax
confronts the main
character
tries to solve the problem but
don’t yet have the skills
the dramatic question is
answered
1. Becomes aware 
5. Takes action 
/ no action 
4. Makes a decision 
3. Looks further into it 
2. Starts to consider 
Act three Act one  Act two 
@annadahlstrom

Source: www.khanacademy.org/partner-content/pixar/storytelling/story-structure/v/piab-storystructure @annadahlstrom

Map out the experience
HygieneFeelgoodDelight
Looks
it up
Reads a  
review
Compares
it to similar
products
Does more
research
Pays for  
it
Decides  
to buy
Hears
about it
Receives  
it
inciting  
incident
mid  
point
climax
PLOT POINT ONE
PLOT POINT TWO

The plot  Use dramaturgy to help understand, define &
visualise the plot of the experience
@annadahlstrom
Understand
how things are
Deliver
how it should be
Analyse
what, why, who, when

2  The characters
@annadahlstrom

Good characters  
evoke emotions
https://www.flickr.com/photos/109793461@N02/11057801246/ @annadahlstrom

@annadahlstrom
The protagonist 
 
+

The protagonist 
 
+
@annadahlstrom

The protagonist 
 
+
1.  
The main
characters
@annadahlstrom
2.  
Supporting
characters
3.  
Sub-plot
characters
4.  
One-string
characters
+

@annadahlstrom
Traditionally we  
think of these

But it’s also 
about this…
Browse
Research
Buy & Pay
Get notified
✓ ✓ ✓
✓ ✓ ✓
✓ ✓ ✓
✓ ✓
✓
@annadahlstrom

Commute
Sequential usage
Morning Work
Simultaneous usage
+
Multi-tasking
+
Extending
+
Complementing
“ 90% of users start a task on one device and then complete it on another. ”
- Source: Google
@annadahlstrom

..and about  
these
Screenshot from http://internetofthingsagenda.techtarget.com/definition/smart-home-or-building @annadahlstrom

Screenshot: Her @annadahlstrom

@annadahlstromhttp://www.cs.sjsu.edu https://www.lucidchart.com/pages/uml/use-case-diagram

MORE PERSONAS ON https://uk.pinterest.com/uxfika/personas/ @annadahlstrom

The characters  Identify & define all the different actors that play a role in the
experience & what role they play when & where
@annadahlstrom
Understand
who plays a role
Deliver
to their speciﬁc needs
Analyse
for each stage

The ever important 
”red thread”
www.flickr.com/photos/pulpolux/3692396234 @annadahlstrom

Let users ﬁnd their way  
around your content
https://www.flickr.com/photos/bagogames/32994737230/ @annadahlstrom

We no longer control the journey
@annadahlstrom

We no longer control the messaging
@annadahlstrom

@annadahlstrom
Google & social are  
our new home page
https://www.flickr.com/photos/useanthonyryansphotos/7946386402

Source: https://www.thinkwithgoogle.com/articles/holiday-shopping-search-behavior.html @annadahlstrom

@annadahlstrom
The reality 
is pretty much always this

STAGES
DOING
FEELING
Research & Planning Shopping Booking Post-Booking, Pre-Travel Travel Post Travel
People choose rail travel because it is
convenient, easy, and flexible.
Rail booking is only one part of people’s larger
travel process.
People build their travel plans over time. People value service that is respectful, effective
and personable.
EXPERIENCE
Rail Europe Experience Map
Kayak,
compare
airfare
Google
searches
Research
hotels
Talk with
friends
Relevance of Rail Europe
Enjoyability
Helpfulness of Rail Europe
Paper tickets
arrive in mail
• I’m excited to go to Europe!
• Will I be able to see everything I can?
• What if I can’t afford this?
• I don’t want to make the wrong choice.
• It’s hard to trust Trip Advisor. Everyone is
so negative.
• Keeping track of all the different products
is confusing.
• Am I sure this is the trip I want to take?
• Website experience is easy and friendly!
• Frustrated to not know sooner about which
tickets are eTickets and which are paper tickets.
Not sure my tickets will arrive in time.
• Stressed that I’m about to leave the country
and Rail Europe won’t answer the phone.
• Frustrated that Rail Europe won’t ship tickets
to Europe.
• Happy to receive my tickets in the mail!
• I am feeling vulnerable to be in an unknown place in
the middle of the night.
• Stressed that the train won’t arrive on time for my
connection.
• Meeting people who want to show us around is fun,
serendipitous, and special.
• Excited to share my vacation story with
my friends.
• A bit annoyed to be dealing with ticket refund
issues when I just got home.
View
maps
Arrange
travel
Blogs &
Travel sites
Plan with
interactive map
Review fares
Select pass(es)
Enter trips Confirm
itinerary
Delivery
options
Payment
options
Review &
confirm
Map itinerary
(finding pass)
Destination
pages
May call if
difficulties
occur
E-ticket Print
at Station
Web
raileurope.com
Wait for paper tickets to arriveResearch destinations, routes and products
Live chat for
questions
Activities, unexpected changes
Change
plans
Check ticket
status
Print e-tickets
at home
web/
apps
Look up
timetables
Plan/
confirm
activities
Web
Share
photos
Share
experience
(reviews)
Request
refunds
Follow-up on refunds for booking changes
Share experience
Buy additional
tickets
Look up
time tables
Opportunities
Guiding Principles
Customer Journey
RAIL EUROPE
THINKING
• What is the easiest way to get around Europe?
• Where do I want to go?
• How much time should I/we spend in each
place for site seeing and activities?
• I want to get the best price, but I’m willing to pay a
little more for first class.
• How much will my whole trip cost me? What are my
trade-offs?
• Are there other activities I can add to my plan?
• Do I have all the tickets, passes and reservations
I need in this booking so I don’t pay more
shipping?
• Rail Europe is not answering the phone. How
else can I get my question answered?
• Do I have everything I need?
• Rail Europe website was easy and friendly, but
when an issue came up, I couldn’t get help.
• What will I do if my tickets don’t arrive in time?
• I just figured we could grab a train but there are
not more trains. What can we do now?
• Am I on the right train? If not, what next?
• I want to make more travel plans. How do I
do that?
• Trying to return ticket I was not able to use. Not
sure if I’ll get a refund or not.
• People are going to love these photos!
• Next time, we will explore routes and availability
more carefully.
Communicate a clear value
proposition.
STAGE: Initial visit
Connect planning, shopping and
booking on the web.
STAGES: Planning, Shopping, Booking
Arm customers with information
for making decisions.
STAGES: Shopping, Booking
Improve the paper ticket
experience.
STAGES: Post-Booking, Travel, Post-Travel
Make your customers into better,
more savvy travelers.
STAGES: Global
Proactively help people deal
with change.
STAGES: Post-Booking, Traveling
Support people in creating their
own solutions.
STAGES: Global
Visualize the trip for planning
and booking.
STAGES: Planning, Shopping
Enable people to plan over time.
Engage in social media with
explicit purposes.
STAGES: Global
Communicate status clearly at
all times.
STAGES: Post-Booking, Post Travel
Accommodate planning and
booking in Europe too.
STAGE: Traveling
Aggregate shipping with a
reasonable timeline.
STAGE: Booking
Help people get the help they
need.
STAGES: Global
GLOBAL PLANNING, SHOPPING, BOOKING POST-BOOK, TRAVEL, POST-TRAVEL
Enjoyability
Enjoyability
Enjoyability
Enjoyability
Enjoyability
Mail tickets
for refund
Get stamp
for refund
The need to map 
is greater than ever before
Source: http://adaptivepath.org/uploads/documents/RailEurope_AdaptivePath_CXMap_FINAL.pdf @annadahlstrom

@annadahlstromhttps://www.flickr.com/photos/sfllaw/185059759/
What does the
set look like?

@annadahlstromhttps://www.flickr.com/photos/sfllaw/185059759/
What does the
set look like?
@annadahlstrom
PR
OOH
INFLUENCERS
PRESS
TV ADS
WOM
WEBSITE
SOCIAL
SEARCH
IN STORE
EMAIL
EVENTS
PRINT ADS
ONLINE ADS
FRIENDS & FAMILY
SALES

STAGES
DOING
FEELING
travel process.
and personable.
EXPERIENCE
Kayak,
compare
airfare
Google
searches
Research
hotels
Talk with
friends
Enjoyability
Paper tickets
arrive in mail
so negative.
is confusing.
to Europe.
connection.
my friends.
View
maps
Arrange
travel
Blogs &
Travel sites
Plan with
interactive map
Review fares
Select pass(es)
itinerary
Delivery
options
Payment
options
Review &
confirm
Map itinerary
(finding pass)
Destination
pages
May call if
difficulties
occur
E-ticket Print
at Station
Web
raileurope.com
Live chat for
questions
Change
plans
Check ticket
status
Print e-tickets
at home
web/
apps
Look up
timetables
Plan/
confirm
activities
Web
Share
photos
Share
experience
(reviews)
Request
refunds
Share experience
Buy additional
tickets
Look up
time tables
Opportunities
Guiding Principles
Customer Journey
RAIL EUROPE
THINKING
trade-offs?
shipping?
do that?
more carefully.
proposition.
booking on the web.
experience.
STAGES: Global
with change.
own solutions.
STAGES: Global
and booking.
explicit purposes.
STAGES: Global
all times.
STAGE: Traveling
STAGE: Booking
need.
STAGES: Global
Enjoyability
Enjoyability
Enjoyability
Enjoyability
Enjoyability
Mail tickets
for refund
Get stamp
for refund
Think of the set 
as this part

@annadahlstrom
PR
OOH
INFLUENCERS
PRESS
TV ADS
WOM
WEBSITE
SOCIAL
SEARCH
IN STORE
EMAIL
EVENTS
PRINT ADS
ONLINE ADS
FRIENDS & FAMILY
SALES
Deﬁne the eco system
What’s the role for each?
Are they owned, earned or paid?
What’s the messaging for each?
Where do they drive to?
How are they connected?

Thank you to Krisztina Szerovay for the image https://uxknowledgebase.com/emotional-design-381f9bb03625 @annadahlstrom

Analyse the emotional aspect
Which one do they respond to the most?
What’s the user’s attitude to them?
How can we tailor the messaging?
What emotional response do they evoke?
How do they connect emotionally?
@annadahlstrom
Deﬁne the eco system
What’s the role for each?
Are they owned, earned or paid?
What’s the messaging for each?
Where do they drive to?
How are they connected?
+
+
+
+
+

HygieneFeelgoodDelight
Looks
it up
Reads a  
review
Compares
it to similar
products
Does more
research
Pays for  
it
Decides  
to buy
Hears
about it
Receives  
it
inciting  
incident
mid  
point
climax
PLOT POINT ONE
PLOT POINT TWO
High
Medium
Low

“ It is vital for the narrative to progress relentlessly and rapidly, and for
what happens to flow fluidly and form a cohesive whole, so that the parts
(scenes, sequences and acts) and the whole (story) are united as one. ”
- Writers Store 
@annadahlstrom

STAGES
DOING
FEELING
travel process.
and personable.
EXPERIENCE
Kayak,
compare
airfare
Google
searches
Research
hotels
Talk with
friends
Enjoyability
Paper tickets
arrive in mail
so negative.
is confusing.
to Europe.
connection.
my friends.
View
maps
Arrange
travel
Blogs &
Travel sites
Plan with
interactive map
Review fares
Select pass(es)
itinerary
Delivery
options
Payment
options
Review &
confirm
Map itinerary
(finding pass)
Destination
pages
May call if
difficulties
occur
E-ticket Print
at Station
Web
raileurope.com
Live chat for
questions
Change
plans
Check ticket
status
Print e-tickets
at home
web/
apps
Look up
timetables
Plan/
confirm
activities
Web
Share
photos
Share
experience
(reviews)
Request
refunds
Share experience
Buy additional
tickets
Look up
time tables
Opportunities
Guiding Principles
Customer Journey
RAIL EUROPE
THINKING
trade-offs?
shipping?
do that?
more carefully.
proposition.
booking on the web.
experience.
STAGES: Global
with change.
own solutions.
STAGES: Global
and booking.
explicit purposes.
STAGES: Global
all times.
STAGE: Traveling
STAGE: Booking
need.
STAGES: Global
Enjoyability
Enjoyability
Enjoyability
Enjoyability
Enjoyability
Mail tickets
for refund
Get stamp
for refund
Adapt the rest to capture
that which helps your project

The decor  Map, define and design the environment in which
the experience takes place
@annadahlstrom
Understand
how it ﬁts together
Deliver
a narrated experience
Analyse
each element

The plot. Use dramaturgy to help understand, define
& visualise the plot of the experience.
The characters. Identify & define all the different
actors that play a role in the experience & what role
they play when & where.
The decor. Map, define & design the environment in
which the experience takes place.
@annadahlstrom

1.  
Data tells us everything & nothing
@annadahlstrom

There’s a big difference  
between these two
https://www.flickr.com/photos/antmcneill/7824200774 http://www.boredpanda.com/funny-fake-book-covers-nyc-subway-prank-scott-rogowsky/

2. 
There is always a backstory &  
a desired outcome to every user’s journey
@annadahlstrom

Yay!
Not bad for such short notice.  
Maybe I can go home  
for Midsummer after all.

Crap!
These flights are out of the
question

Crap!
question
And this

Crap!
question And these
And this

Crap!
question
£89
£124
And these
And this

There’s a backstory to my search

Limits the time of day I can travel
Happens on a specific day
A deadline to meet &
mum (a.k.a. grandma) to
the rescue

“ 64% of women who shop
for apparell on their
smartphone agree that seeing
images of products in context
positievly influences their
purchase decision. ”
- Source: Think with Google
ASOS H&M
@annadahlstrom

3. 
There is a story to everything.  
You just have to tell it.
@annadahlstrom

@annadahlstrom
USERS & ACTORS THE EXPERIENCE JOURNEY THE ECO SYSTEM
THE CHARACTERS THE PLOT THE DECOR

@annadahlstrom
EXPLORE
DEFINE
MEASURE

The aim of every story
is to connect emotionally

www.flickr.com/photos/declanjewell/2181100986 @annadahlstrom

Javier Perez via http://the-wonderist.com/2013/11/05/how-to-see-things-with-new-eyes @annadahlstrom

What do we want our audience to see? 
What is the story we want to tell them?
@annadahlstrom

Where do we want to take them?
@annadahlstrom

@annadahlstrom
It all start with  
Once upon a time...
www.flickr.com/photos/snugglepup/3317051065

@annadahlstromwww.flickr.com/photos/snugglepup/3317051065
Or maybe 
Once upon a design...
www.flickr.com/photos/snugglepup/3317051065

https://www.flickr.com/photos/129843989@N07/34422951152/
Thank you.
@annadahlstrom @uxfika 
www.annadahlstrom.com

Using Storytelling to Create Experiences that Convert - Conversion Elite, London 06 Jun 2018

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Using Storytelling to Create Experiences that Convert - Conversion Elite, London 06 Jun 2018