1.
DESIGNING MEANINGFUL
USER JOURNEYS
A NARRATIVE APPROACH TO MEETING NEEDS
MATT EDWARDS CONFAB INTENSIVE‘16 @ASTRONAUTPNGUIN
http://bit.ly/2d7JmyU

2.
AGENDA
INTRODUCTION
LEARNING NARRATIVE
EXERCISE ONE
STORY CIRCLE
EXERCISE TWO
BREAK
APPLYING NARRATIVE
EXERCISE THREE
DISCUSSION/Q&A
9:00 AM
9:05 AM
9:30 AM
10:00 AM
10: 20 AM
10:50 AM
11:00 AM
11:15 AM
11:45 AM

3.
WHO’S“SPUN OUT”AT
THE START OFA PROJECT?

4.
USERTYPES
MOTIVATIONS
TOOLS
COMMON BARRIERS
SUCCESS STATES

5.
WE’RE NOTTHE ONLY
ONES.
TURNS OUT IT’S PRETTY COMMON!

6.
GOOD COMPANY.

7.
BRING IT BACKTO
HISTORICAL CONTEXT
CAMPBELL, VOGLER
JOSEPH CAMPBELL

8.
CHRISTOPHERVOGLER

9.
BREAKDOWN OF HERO’S JOURNEY
SO WHAT IS IT?

10.
THE ORDINARYWORLD
(HERO)

11.
THE CALLTOADVENTURE
(HERALD)
(TRICKSTER)

12.
REFUSAL OFTHE CALL

13.
MEETINGTHE MENTOR
(MENTOR)

14.
(THRESHOLD GUARDIANS ERRY-WHERE)
CROSSINGTHETHRESHOLD

15.
TESTS,ALLIES,AND ENEMIES
(ALLY)
(SHAPESHIFTER)

16.
THEAPPROACH
(NOT A MOON)

17.
THE ORDEAL
(THE SHADOW)

18.
THE REWARD
(THE TREASURE)
(PROBLEMATIC)

19.
(THRESHOLD GUARDIANS)
THE ROAD BACK

20.
(PORKINS)
THE RESURRECTION

21.
RETURNW/THE ELIXIR
(FORCE = ELIXIR)

22.
EXERCISE
BREAK DOWN A POPULAR STORY/MOVIE USING
THE HERO’S JOURNEY.

23.
INTROTO HARMON
BACKGROUND, CHANNEL 101

24.
INTROTO HARMON
BACKGROUND, CHANNEL 101

25.
MNWUD 2014@ASTRONAUTPNGUIN
(#SIXSEASONSANDAMOVIE)

26.
THE STORY CIRCLE
WHAT IS IT?

27.
THE STORY CIRCLE
1
3
5
7
2
46
8

28.
BREAKDOWN OF STORY CIRCLE
JUST A FEW STEPS

29.
1. A CHARACTER IS IN A ZONE OF
COMFORT
2. BUT THEY WANT SOMETHING
3. THEY ENTER AN UNFAMILIAR
SITUATION
4. ADAPT TO IT
5. GET WHAT THEY WANTED
6. PAY A HEAVY PRICE FOR IT
7. THEN RETURN TO THEIR FAMILIAR
SITUATION
8. HAVING CHANGED
THE STORY CIRCLE
1
3
5
7
2
46
8

30.
BREAKDOWN OF STORY CIRCLE
AND A FEW MORE QUADRANTS

31.
A CHARACTER IS IN A ZONE OF COMFORT
BUT THEY WANT SOMETHING
THEY ENTER AN UNFAMILIAR SITUATION
ADAPT TO IT
GET WHAT THEY WANTED
PAY A HEAVY PRICE FOR IT
THEN RETURN TO THEIR FAMILIAR SITUATION
HAVING CHANGED

32.
WHEN YOU
HAVE A NEED
YOU GO SOMEWHERE
SEARCH FOR IT
FIND IT
TAKE IT
THEN RETURN
HAVING CHANGED

33.
WHEN YOU
HAVE A NEED
YOU GO SOMEWHERE
SEARCH FOR IT
FIND IT
TAKE IT
THEN RETURN
HAVING CHANGED

34.
YOU
NEED,
GO
SEARCH,
FIND,
TAKE,
RETURN
CHANGED.

35.
YOU NEED,
GO SEARCH,FIND, TAKE,
RETURN
CHANGED

36.
CONSIDER DUALITIES
REFLECTING
ACTING
CONCRETE ABSTRACT

37.
CONSIDER DUALITIES
REFLECTING REFLECTING
ACTING ACTING
ABSTRACT
ABSTRACTCONCRETE
CONCRETE

38.
EXERCISE
CREATE A NEW STORY IN THE STYLE OF A
MYTH, FABLE, OR FAIRY TALE

39.
BREAK
SEE YOU IN 10 MIN!

40.
APPLYINGTHISTO USER
JOURNEYS
ANALYSIS VS. SYNTHESIS

41.
COMMON LANGUAGE
ANALYSIS VS. SYNTHESIS

42.
ANALYSIS SYNTHESIS

43.
ANALYSIS
BREAKING DOWN EXISTING EXPERIENCES INTO
INDIVIDUAL COMPONENTS

44.
ANALYSIS
IMPORTANT PLAYERS

45.
ANALYSIS
KEY CHALLENGES

46.
ANALYSIS
DEFINING SUCCESS/FAILURE

47.
UNDERSTANDING RESEARCH!

48.
UNDERSTANDING RESEARCH!

49.
CHANNEL 2
CHANNEL 3

50.
client
client
client

51.
SYNTHESIS
COMBINING INDIVIDUAL COMPONENTS INTO A
COHESIVE WHOLE

52.
SYNTHESIS
CREATING NEW EXPERIENCES

53.
SYNTHESIS
FEEDBACK LOOPS

54.
SYNTHESIS
MULTIPLE USER TYPES

55.
SYNTHESIS
INTERSECTING NEEDS

56.
HERO’S JOURNEY
VS
STORY CIRCLE
ADVANTAGES & DISADVANTAGES

57.
DESIGNINGA NEW
EXPERIENCE!

58.
EXERCISE
BREAK DOWN A POPULAR USER EXPERIENCE
USING THE HERO’S JOURNEY.
DESIGN A USER JOURNEY FOR A NEW
COMPETITOR TO THE SERVICE YOU ANALYZED.

59.
THANKYOU!
QUESTIONS?
TWITTER: @ASTRONAUTPNGUIN
EMAIL: MATT.EDWARDS.0@GMAIL.COM