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Storytelling
Inspiration for experiences, brands and businesses.
— Fabricio Dore
Cubo - April 26 2016
#storytelling_cubo
@superfab
25min (presentation) + 15min (debate)
1
We are focusing too much on short term and execution.
80% of Buzzfeed’s content is consumed via social media.
2
3
1862 startups just on Angel List.
Why storytelling?
Stories helps us create empathy.
Stories help us find inspiration.
Stories help us make sense of the world.
Empathy Inspiration Narrative
Culture Brand Experience
Empathy Inspiration Narrative
We are naturally emphatic.
We seek opportunities to connect.
Analytical and empathic areas of the brain fight against each other.
Imagens de uso confidencial.
Build empathy by: seeing, experience & sharing.
We need to create opportunities to turn off
our analytical brain and connected with
others (e.g. users or coworkers) on a
...
80%
Source: Bain & Co (2013)
Deliver “superior experience” to our
customers.
8%
I feel like I receive “superior
experience...
“
Empathy is a habit.
”
Tim Brown, IDEO
Average Increase for Twelve Firms with
Performance-Enhancing Cultures
Average Increase for Twenty Firms without
Performanc...
But how to scale empathy?
+
+
+
Quotes or human elements.
Living experiences (listening/seeing)
Storytelling (narrative, video, imagery)
KPIs
Meetin...
http://usertesting.com/ https://www.invisionapp.com/
https://www.flinto.com/mac http://www.adobe.com/products/experience-d...
Perhaps even VR in the near future can be used
as a tool for empathy.
Culture Brand Experience
Empathy Inspiration Narrative
So many new startup banks, but Tandem is different.
Tandem is using powerful storytelling to
communicate the brand values.
Source: https://www.youtube.com/watch?v=3O449HovwOo
Redefined the investment model to be collaborative.
Consistent brand stories in every touchpoint.
Powerful storytelling once again.
Source: https://www.youtube.com/watch?v=_ZsZHXsA7bQ
“
Stories travel further.
”
Internet
“
If it’s not spreadable, it’s dead.
”
Internet
1. It’s not enough to say you make this or that.
2. Brands need to build authentic stories.
3. Stories that represent thei...
Product Services Experiences Culture
Authentic storiesCulture
Inside the company Outside of the company
https://getmondo.co.uk/
ST is critical for startups to build their brands and
communicate their values.
https://strategyzer.com/
atendimento frio
e sem tomada
de decisão cobranças
desconhecidas
de tarifas
juros altos e
taxas
d...
Show, don’t tell.
Be simple.
Be personal.
Be creative with the narrative.
Use conflict and drama.
Be authentic.
Create an ‘...
“The best narratives
come from a place
of belief.”
Don Draper
Culture Brand Experience
Empathy Inspiration Narrative
Storytelling & experience.
Service Content Characters
(Orchestration) (Information) (Personality)
Just addressing 2 today.
https://www.youtube.com/watch?v=NOey_KjH0r8
Inciting
Incident
Lock in
First
Culmination
Main
Culmination
Third Act
Twist
Amelie 00:14:55 00:34:56 01:08:00 01:39:45 01...
Story-lines x story-systems
Source: https://vimeo.com/159756445
Fonte: Pattern Lab, por Brad Frost
Designers Developers
https://www.nordnet.se/brand/ui/ https://github.com/nordnet/nordnet-ui-kit
https://panamapapers.icij.org/the_power_players/
Componentization allows non-linear
storytelling for the digital age.
Service Content Characters
(Orchestration) (Information) (Personality)
Storytelling & experiência.
Adoption of voice
(As interface with mobile by 2020)
82%
Source: Tractica (2015)
AlexaSiri
They have different personalities!
Taylor - AI travel assistant.
Design Sprint de Chatbot (Character Development)
Dia 1
Descreva seu
personagem.
Dia 2
Faça exercícios de
personagem.
Dia 3...
Empathy involves
seeing, listening,
experiencing and
sharing stories.
Find your story. It
needs to be authentic
and repres...
Obrigado!
Fabricio Dore
@superfab
Cubo - 26 de Abril de 2016
Storytelling Inspiration - Cubo - 2016
Storytelling Inspiration - Cubo - 2016
Storytelling Inspiration - Cubo - 2016
Storytelling Inspiration - Cubo - 2016
Storytelling Inspiration - Cubo - 2016
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Storytelling Inspiration - Cubo - 2016

Por que storytelling?
Por um instante esqueça features, funcionalidades e KPIs. No centro de tudo que você faz, seja startup ou corporação, estão pessoas e as narrativas da vida delas.
Quem são estas pessoas? O que estão fazendo? Podem estar na rua, no ônibus, pegando o filho na escola ou assistindo a uma partida de futebol. No meio ou durante tudo isto, estão usando seu produto ou serviço.
Em meio à complexidade, tantas metodologias, frameworks, backlog, plataformas, etc, é fácil esquecer o lado humano e os micro-momentos que compõe as experiências.

Storytelling e empatia são centrais em Design Thinking, Design Sprints e Lean UX.
Nestes anos de prática profissional na IDEO, Itaú e Huge, nos EUA, Alemanha, Brasil e Inglaterra, aprendi que a habilidade fundamental para inovar, criar e implementar experiências ou negócios de sucesso, é a capacidade de entender, comunicar e influenciar narrativas.
Te convido para este bate-papo onde vamos ver exemplos reais, vou compartilhar a minha experiência em projetos por todo o mundo e ferramentas práticas para você fazer uso na sua empresa, seja ela startup ou corporação.

Storytelling Inspiration - Cubo - 2016

  1. 1. Storytelling Inspiration for experiences, brands and businesses. — Fabricio Dore Cubo - April 26 2016
  2. 2. #storytelling_cubo @superfab 25min (presentation) + 15min (debate)
  3. 3. 1 We are focusing too much on short term and execution.
  4. 4. 80% of Buzzfeed’s content is consumed via social media. 2
  5. 5. 3 1862 startups just on Angel List.
  6. 6. Why storytelling?
  7. 7. Stories helps us create empathy.
  8. 8. Stories help us find inspiration.
  9. 9. Stories help us make sense of the world.
  10. 10. Empathy Inspiration Narrative
  11. 11. Culture Brand Experience Empathy Inspiration Narrative
  12. 12. We are naturally emphatic.
  13. 13. We seek opportunities to connect.
  14. 14. Analytical and empathic areas of the brain fight against each other.
  15. 15. Imagens de uso confidencial. Build empathy by: seeing, experience & sharing.
  16. 16. We need to create opportunities to turn off our analytical brain and connected with others (e.g. users or coworkers) on a emotional and empathic level at a workplace setting.
  17. 17. 80% Source: Bain & Co (2013) Deliver “superior experience” to our customers. 8% I feel like I receive “superior experience”. Business Leaders Customers “We put the customer in the center.”
  18. 18. “ Empathy is a habit. ” Tim Brown, IDEO
  19. 19. Average Increase for Twelve Firms with Performance-Enhancing Cultures Average Increase for Twenty Firms without Performance-Enhancing Cultures Revenue 682% 166% Employment 282% 36% Stock Price 901% 74% Net Income 756% 1% Source: Corporate Culture and Performance, James Heskett & John Kotter (1992) Companies that have core values associated with empathy demonstrated better business results.
  20. 20. But how to scale empathy?
  21. 21. + + + Quotes or human elements. Living experiences (listening/seeing) Storytelling (narrative, video, imagery) KPIs Meetings PowerPoints Where to start changing our habits and transforming the organisation?
  22. 22. http://usertesting.com/ https://www.invisionapp.com/ https://www.flinto.com/mac http://www.adobe.com/products/experience-design.html So many tools. There’s not excuse for not being empathic.
  23. 23. Perhaps even VR in the near future can be used as a tool for empathy.
  24. 24. Culture Brand Experience Empathy Inspiration Narrative
  25. 25. So many new startup banks, but Tandem is different.
  26. 26. Tandem is using powerful storytelling to communicate the brand values. Source: https://www.youtube.com/watch?v=3O449HovwOo
  27. 27. Redefined the investment model to be collaborative.
  28. 28. Consistent brand stories in every touchpoint.
  29. 29. Powerful storytelling once again. Source: https://www.youtube.com/watch?v=_ZsZHXsA7bQ
  30. 30. “ Stories travel further. ” Internet
  31. 31. “ If it’s not spreadable, it’s dead. ” Internet
  32. 32. 1. It’s not enough to say you make this or that. 2. Brands need to build authentic stories. 3. Stories that represent their culture. *Culture sells.
  33. 33. Product Services Experiences Culture
  34. 34. Authentic storiesCulture Inside the company Outside of the company
  35. 35. https://getmondo.co.uk/ ST is critical for startups to build their brands and communicate their values.
  36. 36. https://strategyzer.com/ atendimento frio e sem tomada de decisão cobranças desconhecidas de tarifas juros altos e taxas desconhecidas me sentir seguro usando o cartão fazer compras em lojas e na web ter controle sobre meus gastos atendimento personalizado, com atendentes com alçada transparência e clareza em juros e tarifas status maior segurança cartão de crédito pagar fatura em dia esquecer de pagar a fatura acumular milhas medo de ser clonado notificações para acompanhar gastos aplicativo “companion” com boa experiência de uso atendimento ao consumidor programa de milhagem gráfico de uso do cartão VPC is a good exercise to define ‘the story’.
  37. 37. Show, don’t tell. Be simple. Be personal. Be creative with the narrative. Use conflict and drama. Be authentic. Create an ‘ownable’ story. Collected 7 elements of a great story.
  38. 38. “The best narratives come from a place of belief.” Don Draper
  39. 39. Culture Brand Experience Empathy Inspiration Narrative
  40. 40. Storytelling & experience. Service Content Characters (Orchestration) (Information) (Personality) Just addressing 2 today.
  41. 41. https://www.youtube.com/watch?v=NOey_KjH0r8
  42. 42. Inciting Incident Lock in First Culmination Main Culmination Third Act Twist Amelie 00:14:55 00:34:56 01:08:00 01:39:45 01:51:54 Back to future 00:22:42 00:31:30 00:55:47 01:26:07 1:44:39 Pulp Fiction (The Bonnie Situation) 00:17:51 01:55:50 02:07:46 02:17:30 02:22:08 Pulp Fiction (The Gold Watch) 1:08:01 1:14:29 1:26:55 1:36:23 1:44:22 Pulp Fiction (Vincent Vega & Marsellus Wallace's Wife) 0:13:43 0:31:19 0:45:35 0:54:20 0:56:44
  43. 43. Story-lines x story-systems
  44. 44. Source: https://vimeo.com/159756445
  45. 45. Fonte: Pattern Lab, por Brad Frost
  46. 46. Designers Developers https://www.nordnet.se/brand/ui/ https://github.com/nordnet/nordnet-ui-kit
  47. 47. https://panamapapers.icij.org/the_power_players/
  48. 48. Componentization allows non-linear storytelling for the digital age.
  49. 49. Service Content Characters (Orchestration) (Information) (Personality) Storytelling & experiência.
  50. 50. Adoption of voice (As interface with mobile by 2020) 82% Source: Tractica (2015)
  51. 51. AlexaSiri They have different personalities!
  52. 52. Taylor - AI travel assistant.
  53. 53. Design Sprint de Chatbot (Character Development) Dia 1 Descreva seu personagem. Dia 2 Faça exercícios de personagem. Dia 3 Seja a personagem. Dia 4 Exercite com o questionário. Dia 5 Re-descreva seu personagem. Dia 6 Re-exercite com o questionário. Dia 7 Review geral do trabalho.
  54. 54. Empathy involves seeing, listening, experiencing and sharing stories. Find your story. It needs to be authentic and represent your culture. Stories and narrative have a lot to offer to the design of experiences. 1 2 3
  55. 55. Obrigado! Fabricio Dore @superfab Cubo - 26 de Abril de 2016

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