The Convergence of UX and Storytelling
Prepared for 2014 iMedia Brand Summit
@rickstarbuck
SVP User Experience
Bank of America
@adamkleinberg
CEO/Co-Founder
Traction
Ad Age 2013 Small Agency of the YearWest Region, Silver
!
Once upon a time...
INSPECTOR KURT KRONER DID.
DOT BOOM!
DOT BOOM
TASTES GREAT.
PSYCHOLOGY + TECHNOLOGY
BRAND EXPERIENCE
PSYCHOLOGY + TECHNOLOGY
BRAND EXPERIENCE
STORYTELLING + UX?
WHY
!ECONOMIC SUPER-PRESSURE
DIGITAL EMPOWERMENT
+
ROI!
ECONOMIC SUPER-PRESSURE
DIGITAL EMPOWERMENT
+
WILL CLICK FOR CHEESE.
YOUR BRAND is a COMMODITY.
PERSONAS
USE CASES
SITE MAPS
WIREFRAMES
emotion?
Perception
Persuasion
Motivation
Desire
Scott Bedbury, former CMO of Nike and Starbucks
50% OF WHAT WE SHOULD BE DOING FOR BRANDS IS NOT PREDICTABLY QUANITFIABLE.
“
“
BRING VALUE OR DIE.
UX, GOING UP. !
ADVERTISING, GOING DOWN.
RATIONAL
RATIONAL EMOTIONAL
HUMANS RESPOND TO
STORIES.“Good stories make a concept visual, tangible and personal”
—Susan Weinschenk
NEW EXPECTATIONS.
NEW TOOLS.
NEW BROWSERS.
NOT AN IDIOT.
BRAND ENGAGEMENT.
INVISIBLE ISN’T ENOUGH.
BUILT FOR ___?
have companies steered the UX ship?
WHERE
Pinterest copycat.
Pinterest copycat.Social shopping.
Pinterest copycat.Social shopping.Vacuums?
Pinterest copycat.Social shopping.
Hey girlfriend!Vacuums?
Pinterest copycat.Social shopping.
Hey girlfriend!Vacuums?
Apps?
Pinterest copycat.Social shopping.
Hey girlfriend!Vacuums?
Apps?Random questions?
FEATURE VOMIT
Pinterest copycat.Social shopping.
Hey girlfriend!Vacuums?
Apps?Random questions?
TELLING STORIES THROUGH UX
STORYTELLING TO ENGAGE
STORYTELLING PLATFORMS
FAKE
FAKE
39
39
STORYTELLING TO CONVERT
69%
UX>
TRACTION
The Art of Storytelling
UX>
TRACTION
The Art of Storytelling
WHAT YOU KNOW YOU DON’T KNOW. (KDKs)
WHAT YOU DON’T KNOW YOU DON’T KNOW.
(DKDKs)
THE STATUS QUO.
The Situation TodayDescribe the status quo as it is today. What are some challenges you face? Are there things you know you don’t know (KDKs)? Things you don’t know you don’t know (DKDKs) that
research could help bring to light? What are opportunities you could take advantage of? Places where you’re falling short or stages of your customer’s journey you are not
addressing as well as you should? Are there places where you are talking at them that could be improved by making THEM the hero of the story?
WHO IS THE HERO YOU’RE TALKING TO?
WHO ARE YOU TALKING TO?
Get to Know Your CustomerThe sketches below represent an average customer. We’ve decorated him to put together a picture of who a customer might really be—in this case, Adam. On the next page, you’ll
create a picture of your customer. Get beyond demographics and really see her as a person, living inside their own “story” (a.k.a. their life).
CREATIVE DIRECTOR GLASSES
FIGHTING WITH 10-YR OLD OVER IPAD
FRESHLY SHAVED BALD HEAD
FIGHTING WITH 8-YR OLD OVER LAPTOP
CREEPER
READY FOR FOOTBALL!
HER KATIE PERRY ON MY IPAD
YOUR TURN.
WHAT DOES SHE VALUE?
WHAT DO THEY VALUE?
Currencies You Can OfferThink about the picture you’ve drawn of your customer. What are the things they value? What problems do they face? What motivates them? Understanding that allows you to
identify “currencies” that can deliver that value. Is there a cause they might want to help? Do the want status or perks? How could their lives be easier or more fun?
Internal External
Colle
ctiv
eInd
ivid
ual
Moral !Need to do
good
Social !Need for
recognition
Economic !Need for
material success
Tribal !Need for
community
Pleasure !Need for
enjoyment
STORYTELLING ARCHETYPES
STORYTELLING ARCHETYPES
‣Overcoming the Monster - Defeating the pain point
STORYTELLING ARCHETYPES
‣Overcoming the Monster - Defeating the pain point
‣Rags to Riches - Help the downtrodden achieve success
STORYTELLING ARCHETYPES
‣Overcoming the Monster - Defeating the pain point
‣Rags to Riches - Help the downtrodden achieve success
‣The Quest - The hero overcomes numerous odds
STORYTELLING ARCHETYPES
‣Overcoming the Monster - Defeating the pain point
‣Rags to Riches - Help the downtrodden achieve success
‣The Quest - The hero overcomes numerous odds
‣Voyage and Return - Thrust your hero in an atypical situation
STORYTELLING ARCHETYPES
‣Overcoming the Monster - Defeating the pain point
‣Rags to Riches - Help the downtrodden achieve success
‣The Quest - The hero overcomes numerous odds
‣Voyage and Return - Thrust your hero in an atypical situation
‣Comedy - Introduce confusion that you help resolve
STORYTELLING ARCHETYPES
‣Overcoming the Monster - Defeating the pain point
‣Rags to Riches - Help the downtrodden achieve success
‣The Quest - The hero overcomes numerous odds
‣Voyage and Return - Thrust your hero in an atypical situation
‣Comedy - Introduce confusion that you help resolve
‣Tragedy - Illustrate the consequences of human fealty
STORYTELLING ARCHETYPES
‣Overcoming the Monster - Defeating the pain point
‣Rags to Riches - Help the downtrodden achieve success
‣The Quest - The hero overcomes numerous odds
‣Voyage and Return - Thrust your hero in an atypical situation
‣Comedy - Introduce confusion that you help resolve
‣Tragedy - Illustrate the consequences of human fealty
‣Rebirth - Point out that there has to be a better way
PIE IN THE SKY.
What If You Could Solve Anything?Great strategy connects the dots between what you do and why you do it. Brainstorm and come up with some ideas that allows you to deliver on the currencies your customer
values, and helps you solve a challenge you identified with the status quo. Remember, people respond to stories!
A
customers
that
.
A
customers
that
.
A
customers
that
.
A
customers
that
.
A
customers
that
.
responsive app thingy inspires creative inby allowing them to design a color palette for the walls of their home
SKETCH IT.
What If You Could Do Anything?Draw a rough sketch of what the experience might look like. Keep it simple and don’t worry about details—we’re designing a framework for an experience, not the end result. Just
come up with a high level view like we’ve done in the example below. We’ve provided a bunch of pages for you to sketch on so don’t worry about messing up or getting it “right.”
COLOR PALETTE
APP THINGY!
FB TW PI SHARE YOUR “STORY” BUTTONS!
PRESS A COLOR TO ADD TO PALETTE
SWIPE to SEE OTHER COLORS
SWIPE
YOUR TURN.
FOR ENGAGEMENT? !
AS A PLATFORM? !
TO DRIVE CONVERSION?
YOUR TURN.
FOR ENGAGEMENT? !
AS A PLATFORM? !
TO DRIVE CONVERSION?
‣Overcoming the Monster
YOUR TURN.
FOR ENGAGEMENT? !
AS A PLATFORM? !
TO DRIVE CONVERSION?
‣Overcoming the Monster
‣Rags to Riches
YOUR TURN.
FOR ENGAGEMENT? !
AS A PLATFORM? !
TO DRIVE CONVERSION?
‣Overcoming the Monster
‣Rags to Riches
‣The Quest
YOUR TURN.
FOR ENGAGEMENT? !
AS A PLATFORM? !
TO DRIVE CONVERSION?
‣Overcoming the Monster
‣Rags to Riches
‣The Quest
‣Voyage and Return
YOUR TURN.
FOR ENGAGEMENT? !
AS A PLATFORM? !
TO DRIVE CONVERSION?
‣Overcoming the Monster
‣Rags to Riches
‣The Quest
‣Voyage and Return
‣Comedy
YOUR TURN.
FOR ENGAGEMENT? !
AS A PLATFORM? !
TO DRIVE CONVERSION?
‣Overcoming the Monster
‣Rags to Riches
‣The Quest
‣Voyage and Return
‣Comedy
‣Tragedy
YOUR TURN.
FOR ENGAGEMENT? !
AS A PLATFORM? !
TO DRIVE CONVERSION?
‣Overcoming the Monster
‣Rags to Riches
‣The Quest
‣Voyage and Return
‣Comedy
‣Tragedy
‣Rebirth
... and we lived happily every after.
Rick Starbuck Bank of America
[email protected] twitter.com/rickstarbuck
Adam Kleinberg Traction
[email protected] twitter.com/adamkleinberg