GLOBAL SERVICE JAM TAMPERE 2014 STORY BASED SERVICE DESIGN FOR BETTER

CUSTOMER EXPERIENCES? Anne Kalliomäki - www.tarinakone.fi/en

STORY ENGINE

Anne started her career by

reading comic strips to

piggies in the sty (aged 6).

Anne invented enchanting stories from the town names on road signs (aged 9).

In high school Anne created a

spectacular performance, to

which she bought a herring.

The herring cost 10 pence.

(aged 17). Anne studied audiovisual marketing and turned into a business graduate (aged 20).

Anne started her media

career at YLE TV2,

clapped the clapper &

made coffee (aged 21).Anne entered the depths of the old Finlayson cotton factory, and emerged after four years as a media producer (aged 26).

Oops! Anne took a detour to

England and studied some

scriptwriting, with the help

of a dictionary (aged 24).

Anne went to Helsinki and

made some serious TV, long

and short f ilms, for YLE

TV1 and 2, MTV3, SubTV

and TV4 (also known as

“The Learning Years”).

Anne had made speedy progress, but the spark for telling stories compelled her to move on (aged 29).

Anne left the lights of Helsinki, went to the forest but ended up in Jyväskylä (aged 30).

Anne got into the University

of Jyväskylä to research the

hottest phenomena in creative writing (aged 31).

Anne read a couple of

books, one of which

was ”Experience

Economy Work Is

Theatre and Every

Business Is a Stage”.

Anne found the red thread and decided to storify services into experiences. It was the year 2008 (aged 32).

THE END IS ALWAYS A NEW BEGINNING. SO, WOULD YOU LIKE TO HAVE A ONCE UPON A TIME...?

THE END IS ALWAYS A NEW BEGINNING. SO, WOULD YOU LIKE TO HAVE A ONCE UPON A TIME...?

If you want to give your clients experiences with emotion, Anne is your story partner.

If you want to give your clients experiences with emotion, Anne is your story partner.

Now Anne is Tarinakone:a story designerand trainer.

Now Anne is Tarinakone:a story designerand trainer.

Anne is Tarinakone!

STORY TURNS A SERVICE INTO AN EXPERIENCESTORY TURNS A SERVICE INTO AN EXPERIENCE

STORY IS LIKE A RED THREAD

BEGIN, MIDDLE, END STORYLINE TO FOLLOW

It  is  important  to  bind  the  various  elements  of  

the  product  into  a  coherent  story  to  make  the  experience  catching  and  a9rac:ve.  

       At  its  simplest,  the  use  of  a  story  helps  in  jus:fying  to  the  client  what  is  done  and  in  which  order.    

LEO: www.leofinland.fi

STORY IN CUSTOMER´S PATH

WHAT IF SERVICE EXPERIENCE WAS A JAM?

WHAT KIND OF JAM WOULD IT BE?

A BLUEBERRY? STRAWBERRY?

JAM WITH HONEY? JAM WITH SALMIAKKI/SALTY

LIQUORICE?

USE DRAMA STRUCTURE

Picture from: http://elokuvantaju.uiah.fi/english/english.jsp

STORY TREE – ROOTS

ASK THE QUESTION WHY?

CUSTOMER AND SERVICES/PRODUCTS

TRUNK OF THE TREE CUSTOMER BESIDE CUSTOMER PRODUCTS AND SERVICES

BRANCHES – STORY ELEMENTS

DO TO MIND MAP! USE HEARTSTORM NOT SO MUCH

BRAINSTORM! (Rolf Jensen ”Heartstorm”)

STORY IDENTITY - MANUAL

CORE STORY

MAIN THEMES

TIME FRAME CHARACTERS

BASIC GUIDELINES FOR STORY DESIGN

MAIN MESSAGE

CUSTOMER´S JOURNEY AS A STORY

STORY MAKES A FEELING & MEANING

Check out also my pecha kucha at: http://www.slideshare.net/tarinakone/

tarinakones-anne-kalliomki-pechakucha-about-story-based-service-design-storification-

finland-2013

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MORE INFO FROM WWW.TARINAKONE.FI/EN

anne@tarinakone.fi

STORY DESIGN

LEADS TO SUCCESS