Stories help us connect with people, we use them daily to communicate and entertain each other. But how and why should we use these skills to improve our products and services. Design and interaction is a form of story telling, designers must become story tellers to push their products to the next level.

1. What’sthestory?
@hollielubbock

2. “Stories have power. They delight,
enchant, touch, teach, recall,
inspire, motivate, challenge. They
help us understand. They imprint a
picture on our minds.”
— JANET LITHERLAND

3. WHY DO STORIES AFFECT PEOPLE?
STORY TELLING IN DESIGN
WHY PRODUCTS NEED STORIES
STORYTELLING BASICS
COHERENT PRODUCT STORIES (CONTENT STRATEGY)

4. Why do stories effect people?

5. Stories help us connect with
people, we use them daily to
communicate and entertain
each other
Stories are part of us

6. You use your brain more when
you listen to a story

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

8. How to use stories in design

9. US ER RE SEA RCH
Interviewing as story
facilitator
Group storytelling
WORKSHOPS
Step by step stories to build
empathy
USER EXPERIENCE MAPPING
Stories are the foundation of the process for examining a
customer need and how they are behaving.
Design Stories
Prototypes as props
PROTOTYPES

10. GATHER USER STORIES
FROM INTERVIEWS – ENABLE OTHER PEOPLES STORIES
AND TURN THESE INTO TANGIBLE OUTPUTS

11. WORKSHOPS
GROUP STORYTELLING ACTIVITIES
INCLUDING ROLE PLAY AND GAMES

12. USER JOURNEY MAPPING

13. Code and Theory
PROTOTYPES AS PROPS

15. PROTOTYPES FOR RAPID ITERATION

16. Products need stories

17. 18
MARKET FOG

18. 19
Actions of
Advocacy in Social
Use product, buy
service etc
Drive Relevance
AWARENESS
CONSIDERATION
ACTION
PREFERENCE
LOYALTY
ENGAGEMENT FUNNEL

19. We can use stories to
differentiate ourselves from
similar offerings

20. Storytelling basics

21. WHO IS THE AUDIENCE?
WHAT IS THE GOAL OF
YOUR STORY?

22. I AM, WHO I SAY I AM

23. I HAVE A CONSISTENT
SELF STORY

24. (DON’T RUIN IT FOR ME)

25. STORY
IDEA
DREAM
When you hone your messaging to your
audience - you tap into their self story. Its more
than just a story

26. 01.
WHATS THE ESSENTIAL THING YOU
WANT THEM TO KNOW?

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

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

29. EXPOSITION
RISING ACTION
CLIMAX
FALLING ACTION
RESOLUTION
SETTING THE SCENE
BUILDING TENSION
THE EXCITING BIT
TIDYING UP LOOSE ENDS
THE END
NARRATIVE STRUCTURE

30. Coherent Product Stories

31. THERE ARE SO MANY TOUCH-POINTS WE CAN
TALK TO USERS THROUGH

32. WE NEED CONNECTED
COMMUNICATION STRATEGIES

33. YOUR THE EXPERT WHO HAS AUTHORITY POINT OF DIFFERENCE
WHAT SHOULD YOU TALK ABOUT?

34. Tone of Voice
PERSONALITY TONEVOICE
HOW TO SPEAK

35. HOW LONG YOU SPEAK FOR
BITE SIZE LONG READMEDIUM

36. READERS SKIM
HEADLINES FOR AN
OVERVIEW
READERS QUICKLY
DIP INTO STORIES
DIPPING AROUND MULTIPLE
SUBJECTS, NEVER GOING TO
IN-DEPTH
READERS IN-DEPTH ON A
SINGLE AREA OR ARTICLE
DIPSKIM BROWSE DIG
CONTENT DEPTH
TIME
CONTENT DEPTH
TIME
CONTENT DEPTH
TIME
CONTENT DEPTH
TIME
READING PATTERNS

37. PLAN, PLAN, PLAN
CONTENT PLAN AROUND THE YEARLY PRODUCT CYCLES

38. WAKE UP
MATCH PUBLISHING & SOCIAL
TO BROWSING HABITS
LUNCHTIME BEDTIME

39. WHE N
HOW
WHAT
WHO
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
HOW TO USE STORIES CHECK LIST

40. THE POWER OF STORIES

41. CHANGE PERCEPTIONS OF OPEN SOURCE

42. TELL AS MANY STORIES
AS YOU CAN
STORIES ARE FOR USERS,
YOUR TEAM AND
STAKEHOLDERS

43. “People will forget what you said,
people will forget what you did, but
people will never forget how you
made them feel.”
— MAYA ANGELOU