CRAFTING THE EXPERIENCE MAPPING THE STORY TO GET FROM IDEAS TO OUTPUT

DONNA LICHAW GREATNORTHELECTRIC.COM @DLICHAW

LIS HUBERT ELISABETHHUBERT.COM @LISHUBERT

CRAFTING THE EXPERIENCE MAPPING THE STORY TO GET FROM IDEAS TO OUTPUT

DONNA LICHAW GREATNORTHELECTRIC.COM @DLICHAW

LIS HUBERT ELISABETHHUBERT.COM @LISHUBERT

TODAY’S AGENDA

Why story? How stories work? Developing your stories Applying stories Rules of thumb

INTRODUCTIONSWho you are What you do Why you are here

THE WAY THINGS WERE

Framew

ork

456

Designing for the Digital Age: Creating Human-Centered Products and Services

Table 16.8. Sketching from a scenario.

Scenario step Sketch Comments

1. Laura takes a call from Mr. Cowell, who needs to make an appointment for his cat to have a tumor removed. Laura finds him in the client list and opens his record to see detail in the client over-view display area, which shows that Mr. Cowell has three cats, one of whom is flagged for follow-up.

cowell,bobcowell,tom

findcowell

client list workspace

fluffy xenaclient

2

13

This first sketch draws upon the organizer/workspace pattern and the data model, which indicates that pets are parts of the client record. The “find” field is understood as a placeholder for some way or ways to locate clients.

2. She looks at the pet overview display area, sees that Xena needs surgery, and confirms with Mr. Cowell that the pro-cedure is for Xena. She clicks to create a new ap-pointment.

cowell,bobcowell,tom

find

includes history, current visit,last visit, prior by date

fluffy xenaclientcat born 7/1/2001gray tabbylast visit

new appt Whoops, better add a toolbar for that “new appointment” button. Notice there’s a little bit of detail about what may be on the screen. The inter-action designer captures an idea for navigating visits, but quickly moves on.

3. She chooses the procedure type in the appointment parameters area. In the best appoint-ment display, the system shows the next several non-urgent appointments for Dr. Harvey, Xena’s usual vet, when the sur-gery and hospital space required for the procedure are also available. She suggests the first couple of dates to Mr. Cowell,

appt forxenatypesurgerywithharvey

tabs within tabs

calendarbest

apptsclients

best

other

Uh-oh … what should happen when that button is clicked? Does it make sense for a cal-endar to live as a tab inside the client record? It seems more like a global tool, so the team decides to have a client screen and calendar screen, with top-level tabs to switch between them. Tabs within tabs are unfortunate, but the team recognizes this as an issue they can solve later and keeps going. Perhaps the client

Hinman, Rachel. 2012. The Mobile Frontier. New York: Rosenfeld Media. www.rosenfeldmedia.com/books/mobile-design/

Hinman, Rachel. 2012. The Mobile Frontier. New York: Rosenfeld Media. www.rosenfeldmedia.com/books/mobile-design/

FLAT FLOWS High bounce rates Low conversion Low activation Low engagement High funnel drop-off

STORYTELLING

STORYTELLINGthere’s A Formula For That

STORYTELLINGMAPPING

http://www.denofgeek.com/tv/breaking-bad/27141/see-inside-the-breaking-bad-writers-room

http://www.sundance.tv/series/the-writers-room/photos/the-writers-room-breaking-bad#/9

Not to be confused with…

http://www.agileproductdesign.com/blog/the_new_backlog.html

It’s more like…

MAKE THINGS GO

BOOM

WHAT IS A STORY?

What does story DO

HeroGoal

Exposition

Inciting Incident or Complication

HeroGoal

Exposition

Rising Action

Inciting Incident or Complication

HeroGoal

Exposition

Rising Action

Inciting Incident or Complication

HeroGoal

Exposition

Crisis

Climax

Rising Action

Inciting Incident or Complication

HeroGoal

Exposition

Crisis

End

Falling Action

Climax or Resolution

Rising Action

Inciting Incident or Complication

HeroGoal

Exposition

Crisis

Denouement

End

Falling Action

Climax or Resolution

Rising Action

Inciting Incident or Complication

HeroGoal

Exposition

Crisis

Denouement

LIFE IS A STORY

EXERCISE

End

Falling Action

Climax or Resolution

Rising Action

Inciting Incident or Complication

HeroGoal

Exposition

Crisis

Denouement

CONCEPT

CommunicationCommunication

The best way to communicate

3-in-1Crazy easy to use

Sucks to Carry Two Devices

iPhone

SmartphoneWant

Don’t wantUsabilityiPodPhone

The best way to communicate

3-in-1

iPhone

SmartphoneWant

Don’t wantUsabilityiPodPhone

CommunicationCommunication

Sucks to Carry Two Devices

2-in-1

http://mobile-review.com/articles/2010/iphone-history1-en.shtml

Patents 20070152979 20070155369 20070155434

July 24, 2006

ANTICLIMACTIC

iPhone

Smartphone

Communication

Sucks to Carry Two Devices

Meh

CLIFFHANGER

2-in-1

JOURNEY

Inciting Incident

Rising Action

Rising Action

Rising Action

Crisis

Climax

Falling Action

End

HomeWant To Be In the Know

In the KnowFriends Are Here?

Sign up

Onboarding FlowFinishFlow

BoredomLack of value

TASKS

Hours 1 2 3 4 5 ∞DaysMonthsYears

EPIC

Goal MetWho Goal

Solve ProblemExperience Value

ProblemIncentiveCTA

Flow FinishFlow

ImpedimentSign upPaymentFunnel drop-off (metrics)Mental hurdlesBoredomLack of valueUsability

CASE STUDY

WHAT WE DID

GOALS & CHARACTERS

EXERCISE

Define Business Goals The top three goals of ___ are ___, ___ and ___ because they fulfill our highest priority needs of ___ by___. We’ll measure the success of this goals by ___.

Define Users & Goals 1. Write down what the users want/

need from your product. 2. Organize like wants/needs. 3. Name users types.

BREAK

PLOT

End

Falling Action

Climax or Resolution

Rising Action

Inciting Incident or Complication

HeroGoal

Exposition

Crisis

Denouement

Goal MetWho Goal

Solve ProblemExperience Value

ProblemIncentiveCTA

Flow FinishFlow

ImpedimentSign upPaymentFunnel drop-off (metrics)Mental hurdlesBoredomLack of valueUsability

EXERCISE

Goal MetWho Goal

Solve ProblemExperience Value

ProblemIncentiveCTA

Flow FinishFlow

ImpedimentSign upPaymentFunnel drop-off (metrics)Mental hurdlesBoredomLack of valueUsability

SUPPORT

BEYOND IDEALS

EXERCISE

AND…. ?

IS EVERYTHING

A STORY?

SOFTWARE IS THE SERVICE

UTILITY

DESIRABILITY

VALUE

CHOICE

USABILITY

http://carlhasthefunkarchive.blogspot.com/2013/02/caveman-campfire.html

STORY STRUCTURE

APPLYING STORIES

SWOT analysis

Gap analysis

Requirements gathering

Needs assessment

LOOK

LOOK

LISTEN

COMMUNICATE

ILLUSTRATED

Cheng, Kevin. 2012. See What I Mean. New York: Rosenfeld Media. rosenfeldmedia.com/books/comics/

VISUALIZE

VISUALIZE

VISUALIZE

ACT IT OUT

WRITE

RULES OF THUMBStories are character-drivenCharacters are goal-driven

Conflict is key

Goals are measurableGoals can change

WHAT IS THE STORY?

THANK YOU.

DONNA LICHAW GREATNORTHELECTRIC.COM

@DLICHAW

LIS HUBERT

ELISABETHHUBERT.COM

@LISHUBERT