What’s the story?

@hollielubbock

“Stories have power. They delight, enchant, touch, teach, recall,

inspire, motivate, challenge. They help us understand. They imprint a

picture on our minds.” — J A N E T L I T H E R L A N D

W H Y D O S TO R I E S A F F E C T P E O P L E ?

S TO R Y T E L L I N G I N D E S I G N

W H Y P R O D U C T S N E E D S TO R I E S

S TO R Y T E L L I N G B A S I C S

CO H E R E N T P R O D U C T S TO R I E S (CO N T E N T S T R AT E G Y )

Why do stories effect people?

Stories help us connect with people, we use them daily to communicate and entertain

each other

Stories are part of us

You use your brain more when you listen to a story

Stories actually evoke a simulation of the event in your mind. Its as if you were having

the experience.

How to use stories in design

U S E R R E S E A R C H

Interviewing as story facilitator

Group storytelling

W O R K S H O P S

Step by step stories to build empathy

U S E R E X P E R I E N C E M A P P I N G

Stories are the foundation of the process for examining a customer need and how they are behaving.

Design Stories

Prototypes as props

P R O T O T Y P E S

G AT H E R U S E R S TO R I E S F R O M I N T E R V I E W S – E N A B L E OT H E R P E O P L E S S TO R I E S

A N D T U R N T H E S E I N TO TA N G I B L E O U T P U T S

W O R K S H O P S G R O U P S TO R Y T E L L I N G A C T I V I T I E S

I N C L U D I N G R O L E P L AY A N D G A M E S

U S E R J O U R N E Y M A P P I N G

Code and Theory

P R OTOT Y P E S A S P R O P S

P R OTOT Y P E S F O R R A P I D I T E R AT I O N

Products need stories

18

M A R K E T F O G

19

Actions of Advocacy in Social

Use product, buy service etc

Drive Relevance

A W A R E N E S S

CO N S I D E R AT I O N

A C T I O N

P R E F E R E N C E

LOYA LT Y

E N G A G E M E N T F U N N E L

We can use stories to differentiate ourselves from

similar offerings

Storytelling basics

W H O I S T H E A U D I E N C E ?W H AT I S T H E G O A L O F

YO U R S TO R Y ?

I AM, WHO I SAY I AM

I HAVE A CONSISTENT SELF STORY

(DON’T RUIN IT FOR ME)

S TO R Y I D E A

D R E A M

When you hone your messaging to your audience - you tap into their self story. Its more

than just a story

01.W H AT S T H E E S S E N T I A L T H I N G YO U

W A N T T H E M TO K N O W ?

Jer Thorp, “Data (v.),” OCR Journal #001, 2015 via https://medium.com/@blprnt/data-v-da0e0d24777c Illustrations by Sukjong Hong - http://sukjonghong.com/

C R E AT E E N T E R TA I N I N G O R E D U C AT I O N A L CO N T E N T

Jer Thorp, “Data (v.),” OCR Journal #001, 2015 via https://medium.com/@blprnt/data-v-da0e0d24777c Illustrations by Sukjong Hong - http://sukjonghong.com/

S TO R I E S A R E A B O U T P E O P L E

E X P O S I T I O N

R I S I N G A C T I O N

C L I M A X

FA L L I N G A C T I O N

R E S O L U T I O N

SETTING THE SCENE

BUILDING TENSION

THE EXCITING BIT

TIDYING UP LOOSE ENDS

THE END

N A R R AT I V E S T R U C T U R E

Coherent Product Stories

T H E R E A R E S O M A N Y TO U C H - P O I N T S W E C A N TA L K TO U S E R S T H R O U G H

W E N E E D CO N N E C T E D CO M M U N I C AT I O N S T R AT E G I E S

YO U R T H E E X P E R T W H O H A S A U T H O R I T Y P O I N T O F D I F F E R E N C E

W H AT S H O U L D YO U TA L K A B O U T ?

Tone of Voice

P E R S O N A L I T Y TO N EV O I C E

H O W TO S P E A K

H O W LO N G YO U S P E A K F O R

B I T E S I Z E LO N G R E A DM E D I U M

R E A D E R S S K I M H E A D L I N E S F O R A N

O V E R V I E W

R E A D E R S Q U I C K LY D I P I N TO S TO R I E S

D I P P I N G A R O U N D M U LT I P L E S U B J E C T S , N E V E R G O I N G TO

I N - D E P T H

R E A D E R S I N - D E P T H O N A S I N G L E A R E A O R A R T I C L E

DIPS K I M BROWSE DIG

CO N T E N T D E P T H

T I M E

CO N T E N T D E P T H

T I M E

CO N T E N T D E P T H

T I M E

CO N T E N T D E P T H

T I M E

R E A D I N G PAT T E R N S

P L A N , P L A N , P L A N

CO N T E N T P L A N A R O U N D T H E Y E A R LY P R O D U C T C YC L E S

WAKE UP

M ATC H P U B L I S H I N G & S O C I A L TO B R O W S I N G H A B I T S

LUNCHTIME BEDTIME

W H E N

H O W

W H A T

W H O

WHEN AND HOW OFTEN DO YOU NEED TO PUBLISHING TO REACH YOUR

AUDIENCE? CREATE YEARLY CONTENT PLANS

WHAT SUBJECTS CAN YOU BE AN AUTHORITY ON? WHAT CONTENT

THEMES INTEREST YOUR AUDIENCE

GET TO KNOW YOUR TARGET AUDIENCE. INTERVIEWS, SURVEYS, COMPETITOR

ANALYSIS, SOCIAL CONSUMPTION

TONE OF VOICE &CONTENT FORMAT

H O W TO U S E S TO R I E S C H E C K L I S T

T H E P O W E R O F S TO R I E S

C H A N G E P E R C E P T I O N S O F O P E N S O U R C E

T E L L A S M A N Y S TO R I E S A S YO U C A N

S TO R I E S A R E F O R U S E R S , YO U R T E A M A N D S TA K E H O L D E R S

“People will forget what you said, people will forget what you did, but

people will never forget how you made them feel.”

— M AYA A N G E LO U