Story-driven Data-telling
What does a great experience have in common with a great story? Everything. Whether your product's users realize it or not in the moment, they experience everything as if it was a story. The better the story, the more likely they are to want to use your product, continue to use it, pay to use it, and recommend it to others. This story is not told, however—it is experienced. As such, this story can be measured, communicated, optimized, and tested with real data—data that you are probably already collecting. Learn how compelling stories run though successful, engaging products and how you can use qualitative and quantitative data to parse out and engineer similar stories in your own work. ----- Donna Lichaw, author of The User's Journey, is a consultant, speaker and writer with 15+ years of experience guiding startups, non-profits, and global brands in optimizing their digital products and services through impactful storytelling. Learn more in her new book, The User's Journey: Storymapping Products That People Love: http://www.donnalichaw.com/the-users-journey/
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Story-driven Data-telling
- 1. DONNA LICHAW . DONNALICHAW.COM . @DLICHAW . STORY-DRIVEN DATA-TELLING
- 11. Rising Action Inciting Incident or Problem Hero Goal Exposition
- 12. Rising Action Inciting Incident or Problem Hero Goal Exposition Crisis
- 13. Climax or Resolution Rising Action Inciting Incident or Problem Hero Goal Exposition Crisis
- 14. Falling Action Climax or Resolution Rising Action Inciting Incident or Problem Hero Goal Exposition Crisis Denouement
- 15. End Falling Action Climax or Resolution Rising Action Inciting Incident or Problem Hero Goal Exposition Crisis Denouement
- 16. End Falling Action Climax or Resolution Rising Action Inciting Incident or Problem Hero Goal Exposition Crisis Denouement
- 18. LIFE IS A STORY YOU ARE THE HERO
- 19. Goal Met Who Goal Value & Competitive advantage Problem Product Name Market Category Takeaway Competition
- 21. iPhone Smartphone Listen to Music Make Phone Calls Sucks to Carry Two Devices 2-in-1 iPod Phone Usability Cost Listen to music Make phone calls Want?
- 22. 2-in-1 iPhone Smartphone Want iPod Phone Listen to Music Make Phone Calls Listen to Music Make Phone Calls Sucks to Carry Two Devices 2-in-1 (Anticlimactic)
- 24. iPhone Smartphone Listen to Music Make Phone Calls Sucks to Carry Two Devices Difficult to Use (Cliffhanger) 2-in-1
- 25. CommunicateCommunicate The best way to communicate Works like magic 3-in-1 Smartphones Suck iPhone Smartphone Want Don’t want Usability iPod Phone
- 26. HELLO.
- 27. Communicate a shared strategic vision Innovate and prioritize against that vision Align everything and everyone towards that vision
- 29. ENVISION THE USER’S JOURNEY AS A HERO’S JOURNEY
- 30. Goal Met Who Goal Solve Problem Experience Value Problem Incentive CTA Flow Finish Flow Impediment Sign up Payment Funnel drop-off (metrics) Mental hurdles Boredom Lack of value Usability Awareness Acquisition Conversion Revenue Measureable }
- 33. Minutes 1 2 3 4 5 6 ∞ Hours Days Weeks Months Years LONG-TERM engagement
- 35. THERE IS NO SUCH THING AS AN ACTUAL EXPERIENCE
- 38. LOOK
- 40. LISTEN
- 44. IDEATION v PROTOTYPING Branching exploration Incremental Refinement
- 45. North by Northwest storyboard/film comparison one1more2time3.wordpress.com STORYBOARDING
- 48. “Huh, I didn’t know that.” Watch video Take a quiz Learn something in first few minutes + see progress
- 49. Learn something in first few minutes + see progress Watch video Take a quiz
- 51. AGENDA ‣ INSERT CHAPTER TITLES 51
- 52. DATA WITHOUT A STORY ARE A BUNCH OF NUMBERS
- 53. NUMBERS DON’T MOVE PEOPLE TO ACTION. STORIES DO.
- 54. WHAT IS THE STORY?
- 57. DONNALICHAW.COM | @DLICHAW THE USER’S JOURNEY datauxmeetup 20% off }