This is a set of slides for a presentation at LearnXDesign 2015 in Chicago, IL. The topic was storytelling in the design process. We examined how stories can be used in design, as well as how to avoid stories that are unbelievable, or 'perfect'. Finally, we examine one method for evaluating stories, from The Hollywood Eye, by Jon Boorstin.

1. Once Upon a Time
Storytelling in the Design Process
Andrew J Hunsucker - ahunsuck@iu.edu
Martin Siegel - msiegel@indiana.edu
Indiana University - School of Informatics and Computing

2. Why Is Storytelling
Important In Design?
https://www.flickr.com/photos/1000photosofnewyorkcity/8843220539

3. Why is storytelling important in design?
Personas
Sketches
Characters
Settings
Design Storytelling

4. Why is storytelling important in design?
Build an
experience
for users to
inhabit
Build a
world for
viewers to
experience
Designers Storytellers

5. Why is storytelling important in design?
HUMAN HUMAN
Design Storytelling

6. Why is storytelling important in design?
HUMAN HUMAN
Design is Storytelling

7. Stories in Design
https://www.flickr.com/photos/plindberg/3749477476/

8. Research

9. Stories in Research
Stories should be created after
the research is complete
Stories can describe the world the
researchers found
Research stories can be used to
build empathy

10. Ideation

11. Stories in Ideation
Stories should be used to broaden
the space, not narrow it
Stories should not present
solutions, only problems
Structured Brainstorming

12. Stories in Ideation
Viewers should be able to project
their own values onto the story
Stories in this phase can help
designers:
Select their user group
Begin to define a core

13. Prototyping

14. Stories in Prototyping
Storytelling can be thought of as a
type of prototyping
Stories should describe the use of
the design in detail
Personas are the main character
Sketches can be used to define

15. Stories in Prototyping
Visual storyboarding and video can
be used
Design direction should
be obvious
Prototyping stories are similar to
presentation stories
Outside directors can provide insight

16. Beware the
Perfect Story
https://commons.wikimedia.org/wiki/File:Fairy_tale_castle.jpg

17. Beware the Perfect Story
In the perfect story, the characters use
the design exactly as intended with no
issues or questions and their lives are
much improved simply from being in the
presence of the design.
The Perfect Story

18. Beware the Perfect Story
Exposes Lack of Design Thinking
Unconvincing to Stakeholders
Dangers of the Perfect Story

19. Beware the Perfect Story
Misunderstanding of user group
Novice designers
Causes of the Perfect Story

20. Teaching
Designers
https://www.flickr.com/photos/tambako/5249702237

21. Teaching Designers
Teaching designers traditional
storytelling techniques
We don’t need to reinvent the wheel

22. Teaching Designers
The Hollywood Eye - Jon Boorstin
The Voyeuristic Eye
The Vicarious Eye
The Visceral Eye

23. Teaching Designers
The Voyeuristic Eye
Gravity Copyright 2013 Warner Bros

24. Teaching Designers
The Vicarious Eye
Casablanca Copyright 1942 Warner Bros

25. Teaching Designers
The Visceral Eye
Transformers Copyright 2007 Paramount

26. Teaching Designers
Designers are concerned with the
voyeuristic and vicarious eyes
The Voyeuristic Eye leads designers
to maintain the reality of their story
The Vicarious Eye can help designers
build their personas

27. Summary

28. Summary
Storytelling:
Allows us to explore the spaces our
users inhabit
Is an essential tool for convincing
stakeholders

29. Summary
Storytelling gives designers the ability to
create realistic human characters
There are many storytelling frameworks
available, from filmmaking, writing, plays
and other creative mediums

30. Summary
Storytelling can’t exist in a vaccum
Designers must constantly seek feedback
and check their assumptions

31. Summary
To avoid the perfect story, we must keep
users at the center of our designs

32. Contact
Andrew J Hunsucker
ahunsuck@iu.edu
@AndrewJHCI
www.andyhunsucker.com
Martin Siegel
msiegel@indiana.edu
@msiegel
www.profmartysiegel.com