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www.flickr.com/photos/katerha/8435321969
Designing around storytelling The power of stories & how they can be used in UX design
by Anna Dahlström | @annadahlstrom @UXFika Digital Pond, 06 Feb 2014
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Once upon a time in a city called ‘Lund’...
xxxxwww.flickr.com/photos/ulfk/7976687420
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There where plenty of story time
www.flickr.com/photos/excomedia/sets/72157622519563566with/5233990438
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We travelled through those stories
www.flickr.com/photos/conorkeller/7860288604
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“ We are as a species addicted to stories. ” - The Storytelling Animal by Jonathan Gottschall
www.flickr.com/photos/namkeng/3209117837
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Storytelling Storytelling
Storytelling
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Every brand wants to tell their story
www.flickr.com/photos/kelstew/3658900542
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www.flickr.com/photos/g-ratphotos/3404474275
“ If you can’t tell it, you can’t sell it. ” - Peter Guber
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www.flickr.com/photos/g-ratphotos/3404474275
“ Results repeatedly shows that our attitudes, fears, hopes, and values are strongly influenced by story. In fact, fiction seems to be more effective at changing beliefs than writing that is specifically designed to persuade through argument and evidence."
Entering fictional worlds radically alters the way information is processed. ”
- FastCompany, Why storytelling is the ultimate weapon
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Stories as persuasion tools
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www.flickr.com/photos/saucef/7184615025
Not just for messaging but also an integral part of the design process
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www.flickr.com/photos/g-ratphotos/3404474275
“ Storytelling is at the heart of everything ” - Steve Levitt
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www.flickr.com/photos/carlosfpardo/6791950592
There is an element of magic involved
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‘ Now you see me. ’
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Javier Perez via http://the-wonderist.com/2013/11/05/how-to-see-things-with-new-eyes
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‘ Now you don’t. ’
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Queenie Liao’s ‘Wengenn in Wonderland’ via www.boredpanda.org/wengenn-in-wonderland-sioin-queenie-liao
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What do we want our users to see? What is the story we want to tell?
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Where do we want to take them?
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www.flickr.com/photos/g-ratphotos/3404474275
“ Historically, stories have always been igniters of action, moving people to do things. ”
- Peter Guber
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Every story takes us on a journey
Image via Shutterstock
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Storytelling can provide powerful call to actions
www.flickr.com/photos/piermario/4188959762
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Stories have the ability to motivate, change and create connections
Image via Shutterstock
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What makes for a good story?
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The end
The basic structure of a story
A beginning A middle
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Dramaturgy knowing how to apply & structure
elements to tell a story
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How a story is told impacts the human experience of its audience
Image via Shutterstock
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Act three
Three act structure
Act oneSetup Resolution
Act twoConfrontation
inciting incident mid point climax
confronts the main character
tries to solve the problem but don’t yet have the skills
the dramatic question is answered
PLOT POINT ONE PLOT POINT TWO
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Three act structure - applied to UCD
Setup ResolutionConfrontation
inciting incident mid point climax
confronts the main character
tries to solve the problem but don’t yet have the skills
the dramatic question is answered
PLOT POINT ONE PLOT POINT TWO
1. Becomes aware5. Takes action
/ no action
4. Makes a decision
3. Looks further into it
2. Starts to consider
Act threeAct one Act two
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www.flickr.com/photos/perolofforsberg/6691744587
I asked my dad for 3 principles around good storytelling
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01 Captures the imagination
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www.flickr.com/photos/g-ratphotos/3404474275
“ If you can imagine yourself in a situation, it’s infinitely scarier. ”
- Brad Falchuk
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Users need to be able to relate
www.flickr.com/photos/estherase/1292315618
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We need to understand who they are
www.flickr.com/photos/cannedtuna/4852756417
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www.flickr.com/photos/g-ratphotos/3404474275
“ I need to understand who has to get what out of the thing I'm designing and I'm only satisfied a visual has been executed well once I'm confident it's telling the right story to the right person in the right way. ”
- Steve WhittingtonDesign Director
Dare
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02 The dynamic of the story
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What are the events& people that tie it all together
www.flickr.com/photos/erin_ryan/2584551310
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The ever importantred thread
www.flickr.com/photos/pulpolux/3692396234
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03 An element of surprise
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www.flickr.com/photos/g-ratphotos/3404474275
“ In general there should be a basic idea of where the story is going, but not for every character. You don't know who's going to die and who's going to start becoming more important.
Big picture-wise, there’s a basic idea, but you need some surprises too. It’s like driving from New York to LA: you know you’re going to get to LA, but there’s 10 different routes you could take. ”
- Brad Falchuck
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Include an element of surprise & exploration
www.flickr.com/photos/conorkeller/4028043294
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Let users find their way around your content
www.flickr.com/photos/conorkeller/3879321839
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Image via Shutterstock
Consider non-linear & new forms of storytelling
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How do we go about it?
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It starts with this
Setup ResolutionConfrontation
inciting incident mid point climax
confronts the main character
tries to solve the problem but don’t yet have the skills
the dramatic question is answered
PLOT POINT ONE PLOT POINT TWO
1. Becomes aware5. Takes action
/ no action
4. Makes a decision
3. Looks further into it
2. Starts to consider
Act threeAct one Act two
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1. Becomes aware5. Takes action
/ no action
4. Makes a decision
3. Looks further into it
2. Starts to consider
Act threeAct one Act two
Identify key points
Setup ResolutionConfrontation
inciting incident mid point climax
confronts the main character
tries to solve the problem but don’t yet have the skills
the dramatic question is answered
PLOT POINT ONE PLOT POINT TWO
Hygie
neFe
el go
odDe
light
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www.flickr.com/photos/31878512@N06/4945216951/in/photostream
Look at where you want to delight them
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Image via Shutterstock
And also where the biggest barriers may be
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Plan for multiple entry & exit points
www.flickr.com/photos/danieldslee/6913766642
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Identify content, functional & interaction elements to addresses the needs
www.flickr.com/photos/angietorres/4564135455
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Ensure there is a good balance
www.flickr.com/photos/17207222@N02/5601758478
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1. Becomes aware5. Takes action
/ no action
4. Makes a decision
3. Looks further into it
2. Starts to consider
Act threeAct one Act two
Not appropriate, or realistic
Setup ResolutionConfrontation
inciting incident
mid point climaxconfronts the main
charactertries to solve the problem but
don’t yet have the skillsthe dramatic question
is answered
PLOT POINT ONE PLOT POINT TWO
Hygie
neFe
el go
odDe
light
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We cannot be at the top all the time
www.flickr.com/photos/alexnormand/5992512756
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1. Becomes aware5. Takes action
/ no action
4. Makes a decision
3. Looks further into it
2. Starts to consider
Act threeAct one Act two
More realistic
Setup ResolutionConfrontation
inciting incident mid point climax
confronts the main character
tries to solve the problem but don’t yet have the skills
the dramatic question is answered
PLOT POINT ONE PLOT POINT TWO
Hygie
neFe
el go
odDe
light
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Delivering the right content at the right time
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We need to know:
What we want to say
What we want our users to do
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Users are different
www.robotshop.com/blog/where-is-wall-e-1391
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Identify content & functionality for each main user
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Image via Shutterstock
Look at how to tailor views based on who the user is & their behaviour
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Context & prior knowledge plays a key role
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www.flickr.com/photos/pgoyette/168076182
Tailor messaging & tone of voice
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Consider location & cultural differences
www.flickr.com/photos/scary_mary/5700384580
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www.flickr.com/photos/g-ratphotos/3404474275
“ Visit intent is likely to vary between these two segments. For example, new visitors are less likely to trust your brand and understand the key benefits to shopping with you. ”
- Econsultancy
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Make use of different ways to capture & engage the user
www.flickr.com/photos/snugglepup/5225953124
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Tell a continuos story with delights along the way
www.maxfactor.co.uk
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Consider & adapt your message across touch points
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www.flickr.com/photos/visualpunch/7351572896
Ensure the message is considered & delivered across devices
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www.thismanslife.co.uk/projects/lab/responsivewireframes/#desktop/
“ Content needs to be choreographed to ensure the intended message is preserved on any
device and at any width “
- Trent Walton
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www.flickr.com/photos/g-ratphotos/3404474275
“ A good piece of UX has a narrative and clearly tells a story, or at least part of a story on a particular journey. As a designer - everything I do and make is communicating something to someone. ”
- Steve WhittingtonDesign Director
Dare
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www.flickr.com/photos/jox1989/5143301136
Whoever it is for, we always need to sell it
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It all start with Once upon a time...
www.flickr.com/photos/snugglepup/3317051065
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Or maybeOnce upon a design...
www.flickr.com/photos/snugglepup/3317051065
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www.flickr.com/photos/perolofforsberg/6691744587
Any questions?
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www.flickr.com/photos/katerha/8435321969
Thank you@annadahlstrom @UXFika www.annadahlstrom.com