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The Power of Story
Creating empathy & connection
in our process and products

Whitney Quesenbery
WQusability.com
@whitneyq
User researcher
Hi!
      Theatre designer
      Storytelling as a way to
      understand user, culture,
      and context in UX design
User researcher
Hi!
      Theatre designer
      Storytelling as a way to
      understand user, culture,
      and context in UX design




      Designs new UI technologies
      Performance storyteller
      Storytelling as a pivotal part of
      the creation, performance, and
      design process
Changing a story can change the way we think


                                                     Our experience of the world
                                                     is shaped by our
                                                     interpretations of it, the
                                                     stories we tell ourselves....
                                                     so the key to personal
Timothy Wilson, author of “Redirect”                 transformation is story
                                                     transformation.




       Maria Popova, ‘Redirect’: A New Way to Think about Psychological Change. The Atlantic, September 9, 2011 www.theatlantic.com
We are hardwired for stories




          +


                           Based on blind spot test on Paul Grobstein’s Serendip site
Is storytelling like broadcasting?




                            Helen Cordero, “The First Storyteller” 1964 from the Girard Collections,
                            Museum of International Art, Santa Fe, NM. Photo by Michel Monteaux
Stories create relationships




                  Story




    Storyteller                Audience
Stories create connections


                           User
            Story as
            collected




            Story as
UX person
             re-told

                          Our colleagues
                           (audience)
Stories create connections


                           User
            Story as
            collected




            Story as
UX person
             re-told

                          Our colleagues
                           (audience)
Stories create connections


                           User
            Story as
            collected



                                           What connections do
                                           you want to make?

            Story as
UX person
             re-told

                          Our colleagues
                           (audience)
A story is created by everyone who hears it
A story is created by everyone who hears it
A story is created by everyone who hears it
The story is created by everyone




                 “Tomorrow and Tomorrow” by Timothy Sullivan Center for Contemporary Opera, 1987
                 Directed by Stephen Jarrett, Scenery by Robert Edmonds, Lighting by Whitney Quesenbery. With Suzan Hanson
The story is created by everyone




                 “Tomorrow and Tomorrow” by Timothy Sullivan Center for Contemporary Opera, 1987
                 Directed by Stephen Jarrett, Scenery by Robert Edmonds, Lighting by Whitney Quesenbery. With Suzan Hanson
Is this a good UX story?
Scenarios become stories when we add emotion


  As a [role] I can [do something] so that [benefit]

                        +
Scenarios become stories when we add emotion


  As a [role] I can [do something] so that [benefit]

                        +




                          +
 Imagery + Emotion + Context + Motivation
Stories let us see the individual in the crowd



                              People are not just
                           part of a group of
                           demographic.
                           They are
                           individuals
                           with a history,
                           interests, goals &
                           relationships
Stories organize facts in memorable ways




                            Personas not only
                            organize data and
                            facts, but help us
                            recognize the persona
                            as someone we can
                            empathize with
Stories are effective




           The NCI Cancer Bulletin: http://www.cancer.gov/ncicancerbulletin/101910/page6
Stories are efficient

   Tanner was deep into a Skatepunkz game—
   all the way up to level 12—when he got a
   buddy message from his friend, Steve, with a
   question about his homework.

   He looked up with a start. Almost bedtime and
   his homework was still not done. Mom or Dad
   would be in any minute.


               What can we learn about Tanner from this
               short story?
Storytelling is already part of UX


                  Understand




                    Success
  Evaluate                           Specify
                       ?




                    Design
FIGURE 5-2




   Storytelling is already part of UX
                     FIGURE 5-5
                 Collecting stories
                 from and about Understand                                                              FIGURE 5-3

                 context and goals
                                                                                                    Finding themes
                                                                                                    and patterns

               Story as test             And then I...
                 scenario
                                                                       FIGURE 5-4


                                                         Success                                              Clusters of stories

         Evaluate                                                                              Specify
   UX person
                                                            ?
                               Usability participant
                                                                                              UX team


Usability                                                 Stories
evaluation is a
                                                                                     Design
way of trying the                                                                     idea

story out
                                                         Design                     Design tells a new story that
                                                          UX team                   changes something about the
                                                                                    world
FIGURE 5-2




   We just don’t call them stories
                      FIGURE 5-5
               User research
               Ethnography                                                                             FIGURE 5-3

               Contextual inquiry                                                                         Personas
               Site visits                                                                         Affinity analysis
                                                                                                       Card sorting

                Story as test             And then I...
                  scenario

                                                                       FIGURE 5-4
                                                                                                             Clusters of stories



   UX person
                                Usability participant
                                                                                             UX team

Usability Testing
Walk-throughs                                             Stories
Analytics                                                                           Design
                                                                                     idea
                                                                                               Scenarios
                                                                                             Storyboards
                                                                                             Wireframes
                                                                                              Prototypes
                                                          UX team
Stories add connection and empathy

A richer understanding of people and context
Innovation from real needs
More persuasive ideas
People in the center of the process
UX Story
Cards

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Power of Story

  • 1. The Power of Story Creating empathy & connection in our process and products Whitney Quesenbery WQusability.com @whitneyq
  • 2. User researcher Hi! Theatre designer Storytelling as a way to understand user, culture, and context in UX design
  • 3. User researcher Hi! Theatre designer Storytelling as a way to understand user, culture, and context in UX design Designs new UI technologies Performance storyteller Storytelling as a pivotal part of the creation, performance, and design process
  • 4. Changing a story can change the way we think Our experience of the world is shaped by our interpretations of it, the stories we tell ourselves.... so the key to personal Timothy Wilson, author of “Redirect” transformation is story transformation. Maria Popova, ‘Redirect’: A New Way to Think about Psychological Change. The Atlantic, September 9, 2011 www.theatlantic.com
  • 5. We are hardwired for stories + Based on blind spot test on Paul Grobstein’s Serendip site
  • 6. Is storytelling like broadcasting? Helen Cordero, “The First Storyteller” 1964 from the Girard Collections, Museum of International Art, Santa Fe, NM. Photo by Michel Monteaux
  • 7. Stories create relationships Story Storyteller Audience
  • 8. Stories create connections User Story as collected Story as UX person re-told Our colleagues (audience)
  • 9. Stories create connections User Story as collected Story as UX person re-told Our colleagues (audience)
  • 10. Stories create connections User Story as collected What connections do you want to make? Story as UX person re-told Our colleagues (audience)
  • 11. A story is created by everyone who hears it
  • 12. A story is created by everyone who hears it
  • 13. A story is created by everyone who hears it
  • 14. The story is created by everyone “Tomorrow and Tomorrow” by Timothy Sullivan Center for Contemporary Opera, 1987 Directed by Stephen Jarrett, Scenery by Robert Edmonds, Lighting by Whitney Quesenbery. With Suzan Hanson
  • 15. The story is created by everyone “Tomorrow and Tomorrow” by Timothy Sullivan Center for Contemporary Opera, 1987 Directed by Stephen Jarrett, Scenery by Robert Edmonds, Lighting by Whitney Quesenbery. With Suzan Hanson
  • 16. Is this a good UX story?
  • 17. Scenarios become stories when we add emotion As a [role] I can [do something] so that [benefit] +
  • 18. Scenarios become stories when we add emotion As a [role] I can [do something] so that [benefit] + + Imagery + Emotion + Context + Motivation
  • 19. Stories let us see the individual in the crowd People are not just part of a group of demographic. They are individuals with a history, interests, goals & relationships
  • 20. Stories organize facts in memorable ways Personas not only organize data and facts, but help us recognize the persona as someone we can empathize with
  • 21. Stories are effective The NCI Cancer Bulletin: http://www.cancer.gov/ncicancerbulletin/101910/page6
  • 22. Stories are efficient Tanner was deep into a Skatepunkz game— all the way up to level 12—when he got a buddy message from his friend, Steve, with a question about his homework. He looked up with a start. Almost bedtime and his homework was still not done. Mom or Dad would be in any minute. What can we learn about Tanner from this short story?
  • 23. Storytelling is already part of UX Understand Success Evaluate Specify ? Design
  • 24. FIGURE 5-2 Storytelling is already part of UX FIGURE 5-5 Collecting stories from and about Understand FIGURE 5-3 context and goals Finding themes and patterns Story as test And then I... scenario FIGURE 5-4 Success Clusters of stories Evaluate Specify UX person ? Usability participant UX team Usability Stories evaluation is a Design way of trying the idea story out Design Design tells a new story that UX team changes something about the world
  • 25. FIGURE 5-2 We just don’t call them stories FIGURE 5-5 User research Ethnography FIGURE 5-3 Contextual inquiry Personas Site visits Affinity analysis Card sorting Story as test And then I... scenario FIGURE 5-4 Clusters of stories UX person Usability participant UX team Usability Testing Walk-throughs Stories Analytics Design idea Scenarios Storyboards Wireframes Prototypes UX team
  • 26. Stories add connection and empathy A richer understanding of people and context Innovation from real needs More persuasive ideas People in the center of the process

Editor's Notes

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  2. Kevin - Taught me about performance storytelling\n\n\n\n\n
  3. social behavioral change - instead of lecturing or practicing new behavior, focused on creating a context for the story, and then changing it.\n\nStory editing: students not doing well in first year; story of failure, or story of other students who learned to succeed.\n\nStory prompting: new information suggests new ways of building a narrative\n\n “do good, be good” approach was well-known to Aristotle, who said, “We become just by the practice of just actions” - volunteer work with at-risk kids changed them from outsiders to valuable part of community.\n
  4. \nBrain fills in the spaces.\nBlind spot in our brain. Not small. A big huge one.\n\nPut + on your left.\nCover left eye\nStare at + with right eye\nMove paper until circle disappears\n
  5. \nIt’s easy to fall into thinking about yourself, and the thing you want to talk about. \nBad branding sounds like that. It’s the companies that get on social media and treat it like a cheap commercial. \n(Add Claude Shannon and broadcasting theory here)\n\n
  6. Claude Shannon and information theory: information as packets of traffic sent from one place to another.\nBroadcasting and completing the circuit.\n
  7. The point of stories, their real power is to create connections and relationships\n\nWhat’s in the bubble that says story...that’s where the program goes. \nStoryteller=designer\nStoryteller=developer\n
  8. If you are the UX person on a team, or the user researcher on the UX team... \nMaybe you have a strong connection. \nYou’ve gone out and listened to users, and you’ve heard their stories and their dreams, and what delights them.\n***\nSo you bring those stories back and you retell them\nThey become part of the connections and conversations within your own team\n***\nBut the real point is to create those connections in a place where we don’t often have them.\n\n****\n\nStory of Bill DeRouchey and Ziba and learning about another culture through intermediaries. \n\nBecause stories are powerful, you have to think about what stories you want to tell. \n\n\n\n\n\n\n
  9. If you are the UX person on a team, or the user researcher on the UX team... \nMaybe you have a strong connection. \nYou’ve gone out and listened to users, and you’ve heard their stories and their dreams, and what delights them.\n***\nSo you bring those stories back and you retell them\nThey become part of the connections and conversations within your own team\n***\nBut the real point is to create those connections in a place where we don’t often have them.\n\n****\n\nStory of Bill DeRouchey and Ziba and learning about another culture through intermediaries. \n\nBecause stories are powerful, you have to think about what stories you want to tell. \n\n\n\n\n\n\n
  10. If you are the UX person on a team, or the user researcher on the UX team... \nMaybe you have a strong connection. \nYou’ve gone out and listened to users, and you’ve heard their stories and their dreams, and what delights them.\n***\nSo you bring those stories back and you retell them\nThey become part of the connections and conversations within your own team\n***\nBut the real point is to create those connections in a place where we don’t often have them.\n\n****\n\nStory of Bill DeRouchey and Ziba and learning about another culture through intermediaries. \n\nBecause stories are powerful, you have to think about what stories you want to tell. \n\n\n\n\n\n\n
  11. UX is a team sport\nYou use the stories to get everyone on the same team, so that when they go off to do their own work, \nyou are all working together\n\nThis is important because if you don’t\nsimple things - you’re not all working towards the same goal\nsocial things - you’re not all talking in the same way \nAnd, because if you are taking the time to listen, the stories that come back from the audience will change you, so that your work fits better with the things that delight them.\n
  12. UX is a team sport\nYou use the stories to get everyone on the same team, so that when they go off to do their own work, \nyou are all working together\n\nThis is important because if you don’t\nsimple things - you’re not all working towards the same goal\nsocial things - you’re not all talking in the same way \nAnd, because if you are taking the time to listen, the stories that come back from the audience will change you, so that your work fits better with the things that delight them.\n
  13. UX is a team sport\nYou use the stories to get everyone on the same team, so that when they go off to do their own work, \nyou are all working together\n\nThis is important because if you don’t\nsimple things - you’re not all working towards the same goal\nsocial things - you’re not all talking in the same way \nAnd, because if you are taking the time to listen, the stories that come back from the audience will change you, so that your work fits better with the things that delight them.\n
  14. \nAnother example: theatre\nMany people have to work together to realize a vision - all creating the same production.\nI was a lighting designer. Very difficult, because abstract. Don’t get to really see how it’s all coming together until the last weeks before opening night. Until then, it’s all wireframes and blueprints, and rehearsing against marks on the floor. \n\nThis is a sketch from the set designer, describing a vision for how a one-woman opera might look. \nI didn’t even have the score. We had only heard the piano part for the vocals. \nA couple of months after we sat around a table and talked about this sketch, we finally got on stage. ...\n
  15. \nAnd this is what that scene looked like when it was lit. \nThe set, the lighting, the costumes, the direction... even the performance all aimed at being able to create this moment.\n\n
  16. Shifting gears here...\n Let’s talk about what makes a good UX story.\n Some definitions, that a story has a beginning, middle and an end\n or Characters, events and resolution\n may be fine for some uses, but they aren’t all that powerful.\n
  17. Demographics to profile to person\n\nStory power comes when we get beyond facts and start to reach beyond plot into the info behind the the facts\n
  18. Demographics to profile to person\n\nStory power comes when we get beyond facts and start to reach beyond plot into the info behind the the facts\n
  19. I’ve been thinking a lot about what we really mean by story. \nUser stories = bare bones of the plot: who, what, why and maybe how\nScenarios = tend to focus on what and how\nStories = explore the how\n\nI think one of the reasons that stories have become so important now is that we’re creating products that do more than digitize a routine task. When we start to weave digital experiences into our lives, it becomes much harder to create simple models that do them justice. \n\nModeling is all about reducing complexity to a simple pattern. \n
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  24. NCI = cancer research. \nBut helping people understand important - because they need the information to make life and death decisions, and because it’s how NCI shows its value.\nLots of peer reviewed content, treatment summaries. All great, trustworthy, authoritative information.\n\nBut there’s another way to look at it. This video is about a new way to do diagnostic testing for prostate cancer. \nIt weaves together four stories: the patient, the doctor, the researcher, and the science. \n
  25. Short story fragment… how much to we learn from even this \n\nInteractive:\nAge: early teens\nFamily: \nCulture: US\nHistorical setting: buddy message\nRelationship to technology\n
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