Introduction to storytelling for experience design
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Storytelling is a powerful tool for communicating the methods and outcomes of Experience Design. This presentation will unpick story structure and explaining how elements such as plot, character and tone work together to formulate a cohesive and engaging tale. I will describe how these basic elements can map to our daily tasks of communicating decisions and aid in explaining the artifacts that illustrate User Centred Design, such as journey maps and personas, but also how you can better communicate across multiple levels from peers to stakeholders.
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Introduction to storytelling for experience design
- 1. Introduction to Storytelling for Experience Design Liam Keogh • UX Australia 2016
- 2. There Will Be Spoilers Photo Credit: Paramount Pictures
- 3. What is storytelling? Communication Performance A transaction that relies on familiarity Photo Credit: Jaap Buitendijk - © 2011 GK FILMS, LLC
- 4. Story Formula A story is the recounting of events that happen to one or more characters, in overcoming one or more obstacles, in a way that engages us emotionally, towards a resolution.
- 5. Introduction to Storytelling | Liam Keogh • March 2016 FEASIBILITYVIABILITY DESIRABILITY
- 7. CHARACTER © 2014 - Fox Searchlight Pictures
- 8. PLOT © 1968 Warner Bros. Entertainment Inc.
- 14. Introduction to Storytelling | Liam Keogh • March 2016 WHAT IS STORYTELLING?Scale Form follows function Adjust style to suit context Accessible language Is it a novel or a short story? …No. Photo Credit: Trafalgar Square Publishing
- 15. Screenplay
- 16. Screenplay Show, don’t tell. Screenplays are blueprints, only realised through collaboration. Scenes - small, finite and manageable. Synopsised easily for any level of stakeholder.
- 17. Like screenplays, your storytelling should be very visual. Use imagery in presentations, don’t talk to a slide. It’s not very engaging looking at a slide deck with a ton of text on it. Use visual metaphors get your point across in a way that makes your audience receptive and empathetic. You need to be able to tell a complex story with an image. You need to provoke a response with a single word.
- 18. Desirability Photo Credit: John Taggart © 2015 Bloomberg Finance
- 19. Screenplay Film makers and screenwriters are the experience designers of the art world.* Their creative decisions have the audience in mind. * Source: Liam Keogh, 2016. Literally, like just a second ago.
- 20. Audience The key metric of success. A measure of your success in telling a good story is the audience’s ability to repeat it. Understand them to tailor your story to them. Audience The key metric of success in telling a good story is the audience’s ability to repeat it. Understand them to tailor your story. Photo Credit: Purestock / Alamy
- 21. Performance The bridge between blueprint and audience. Interprets and adapts Content in context © 2009 Vertigo Films
- 22. The screenplay read: “They fight.”
- 23. Big fight scene Energetic, exciting, complex Action sequence to be shot over three days
- 24. Introduction to Storytelling | Liam Keogh • March 2016 Scaling your story © 2000 - Sony Pictures Classics
- 27. “They fight”
- 28. Increase the detail Help the experts in your team to deliver the best possible outcome, without straying off on a tangent. Photo Credit: © Metro-Goldwyn-Mayer Studios Inc.
- 29. Experience design story elements • Personas are characters • Journey mapping is a plot arc. • Stakeholder engagement is performance. • We are all each other’s audience. Illustration Credit: George Suyeoka
- 30. Pixar’s 22 rules of story Photo Credit: © Disney•Pixar
- 31. Pixar’s 22 rules of story Emma Coats, Pixar Storyboard artist Rule #4: Once upon a time there was ___. Every day, ___. One day ___. Because of that, ___. Because of that, ___. Until finally ___. Photo Credit: © Disney•Pixar
- 32. Story Summary Character Plot Scale A persona. A product. A service solution. Illustration Credit: George Suyeoka
- 33. Story Summary Character Plot Scale Beginning Overcoming obstacles Resolution The new normal Illustration Credit: George Suyeoka
- 34. Story Summary Character Plot Scale Tweak the detail Know your audience Adapt your language Illustration Credit: George Suyeoka
- 35. Take Aways Scale Anticipation/resolution Show, don’t tell
- 36. Take Aways Make your message Memorable, Understandable, & Translatable. Illustration Credit: Ed Emberley
Editor's Notes
- A key factor of narrative fiction, inner voice of the author. Emotional or Aesthetic world. Alter the essence of a piece -Cinderella’s, Or Snow White three little pigs.
- Screenplay. Now, yes, I am biased, BUT, let me try to convince you why a successful design communication is KIND OF like a screenplay There are some interesting truths about screenplays that are quite unlike any other form of storytelling.
- There is no inner life of the screen play. In that way, Screenplays are blueprints: they are only realised through collaboration. In and of itself, the screenplay is not the work. The film is the realization of the work. The screenplay only signals intent. A screenplay is comprised of scenes - small, finite and manageable.This helps greatly when determining scale. In this way, a screenplay can be readily synopsised for any level of stakeholder.
- The fourth? Fifth wheel of my now… utterly redundant HCD VEN is the audience. A measure of your success in telling a good story is the audience’s ability to repeat it. for the audience to fully appreciate and understand your story, you have to be conscious of the forum in which your tale is told. The scale and language is all important. Like a lot of projects and products we work on, Screenplays cost a ton of money and effort to produce, and the outcome can never be certain until a finished product is put in front of an audience. So, how do you get that audience to pay attention? What is your role in engaging them?
- Your role is to perform. Through performance you can engage your audience whether they are external stakeholders or peers on your team. You adapt and translate the appropriate content so it is meaningful in context. The clip i'm about to show you displays the importance of scale and context
- early in production, James Schamus, who wrote the film with Wang Hui-Ling and Tsai Kuo Jung, simply wrote, “They fight. They will be the greatest fight scenes ever written in cinema history. Period” in his first draft for the fight scenes. Why is this important? Because you need to trust that you are working with people who can get the job done. You don’t have to go into the minutia to get traction or move a project forward. Hire good people and they will do the job they were hired to do. Micromanagement is the death of productivity. And I know this from experience, having caught myself doing it on occasion.
- The script of this next clip called for a massive elaborate acrobatic fight scene. The movement was choreographed, camera positions rehearsed and the scene blocked out to perfection. But then this happened
- Referring back to that example from Crouching Tiger Hidden Dragon In order to sell this idea, the screen writer didn’t have to go into great detail when taking to studio execs. In fact, it is far better that he didn’t. WHY?
- Well it’s like this. In any complex corporate structure You have the many (play many anim) talking to the few - the key decision makers, who in turn, have to answer to the “one”. If each of the many went into detail about their project it turns into an information bottleneck. Its up to YOU to find out what the Minimum amount of information your stakeholder or project sponsors needs to know about your project in order to confidently sign off on it. YOU need to craft the story you tell.
- Its up to YOU to find out what the Minimum amount of information your stakeholder or project sponsors needs to know about your project in order to confidently sign off on it. YOU need to craft the story you tell.
- You will need to pepper your story with relevant information to allow the experts in your team to deliver the best possible outcome. BUT the story remains the same. You need to be as clear and precise as you can to enable them to do their job with the client’s best interest in mind. I would suggest, that for a lot of us, your client is the end user, and you should advocate for them. It’s their story you are telling. It’s just the scale and detail that change
- How do you tell that story USING DESIGN ARTEFACTS?
- product. - Next you have your obstacles . they could be user or customer pain points, or competitor advantage. The resolution if your innovation or product. - the new normal – what you hope to achieve with a successful completion of a project.
- Show dont tell: sometimes you have to prototype your idea to explain it fully. not everyone can grasp the abstract and visualise it, so help them. communicate with them.